Digital marketing is the future. With most companies going online with their marketing efforts, the scope of digital marketing is immensely growing. However, for any marketing strategy to be successful, it is important to understand the need for web analytics tools in digital marketing. 

In this article, we will explore the best web analytics tools, the importance of different types of web analytics tools, the meaning of web analytics, etc.

What is Web Analytics?

Web analytics is the gathering and analysis of any kind of website data and a website’s elements for a company to understand user behavior across multiple web pages. 

It helps businesses and companies to gather, measure, and put together action points in order to meet KPIs (key performance indicators) that are crucial to any business. 

It is an important part of digital marketing and website optimization that ultimately brings you conversions. 

Why are Web Analytics Tools important? 

There are many web analytics tools available today. Web analytics tools comparison between free web analytics tools and paid web analytics tools has always been there but it mostly depends on the kind of features you need. 

Let’s have a look at the importance of web analytics tools – 

• Online Traffic Data

An important task that web analytics tools do for you is display how many users and visitors are viewing your website at a given point in time, where is this traffic coming from, what is their intent on the website and how much time have they spent on the website.

• Identifying Your Target Audience

Web analytics tools help in identifying who your target audience is. It helps users deliver the right message to the right people at the right time. This can improve the profitability of a company and positively impact the workings of a company. 

• Bounce Rate

Bounce rate in web analytics is a metric used to measure how many users go onto a website but leave it without any interactions. A high bounce rate is indicative that the user did not find the information that he or she was looking for on your website and can also signify a poor user experience for them. 

When the bounce rate is high, it directly impacts sales, leads and other significant conversions for any business to run smoothly. Most web analytics tools can tell you what pages are performing the worst so you can improve upon those.

• Conversion Rate Optimization

The conversions for any business are crucial. Conversion rate optimization is needed from time to time to ensure that users make certain conversions on the website and don’t leave without performing them. 

These include signing up for a newsletter, registering to a channel, leads, video views, brochure downloads, filling up forms, etc. The conversion rate is calculated by dividing the set number of goals by the number of users.

Read more on CRO Marketing here. 

• Increase in Conversions

An increase in conversions is a major concern for any company. By ensuring that users find what they want through web analytics tools, businesses can really optimize the user journey and put their best foot forward.

• Better User Experience

User experience is important as in today’s world the customer is prioritized. With the world becoming one marketplace on account of the internet – competition has increased which means, more options for users. 

Hence, it is imperative for brands to work on giving their users a better experience through web analytics tools. 

• Optimizes your Website Overall

Web analytics tools work on overall optimizing your website. Some of these metrics include – Total number of visitors, Bounce rate, Time spent on page, Traffic sources, Number of interactions, and the average number of page views per session.

• Applying Your Learnings

Lastly, many web analytics tools offer suggestions for users from the data that they provide. 

 

Top 15 Web Analytics Tools in Digital Marketing

There are many web analytics tools available out there including Adobe, Google, and also open-source alternatives. Which one is the best? Well, we’ve listed the top 15 web analytics tools for you –

NAME	USES	PRICING
Google Analytics	200+ Metrics to Measure	Free
Adobe Analytics	Versatile Reporting, Predictive Intelligence	Client-based
Matomo	Web Traffic, User Analysis	Freemium Model
Mixpanel	Track Consumer Behaviour and KPIs	$25/month onwards
Yandex Metrica	Click and Heat Maps	Free
StatCounter	Web Traffic	Freemium Model
Amplitude	Profile Data, Behaviour Cohorting	Freemium Model
Hubspot	Email and Marketing Automation, CRO	$45/month
HotJar	Customer Feedback, Heatmap Analysis	$31/month
Crazy Egg	A/B Testing, Split URL Testing	$24/month
VWO	A/B Testing, Split URL Testing	Client-based
Lucky Orange	Conversion Funnels, User Data	$10/month
Content Square	AI Analytics and Automation Insights	Client-based
Angelfish	Visitor Details, Nested Segmentation	$1295/year
Foxmetrics	Business Intelligence Analytics	$299/month

 

1. Google Analytics

Google Analytics is a popular free web analytics tool by Google. It is used for measuring web traffic, bounce rates, conversion rates, real-time number of visitors on your page, etc. It is free of cost and over 74% of website owners use this tool with over 30 million websites using this web analytics tool.

Learn this tool at IIDE by industry experts in this Online Google Analytics Course. 

2. Adobe Analytics

A web analytics tool by Adobe, Adobe Analytics gathers and analyzes data from multiple channels and is an alternative to Google Analytics. It is a specialist web analytics tool offering advanced insights. 

3. Matomo

Matomo is an open-sourced web analytics tool that is also free of cost. It is used to analyze user behavior and measure web traffic. It was also known as Piwik earlier. 

4. Mixpanel

MixPanel is an advanced tool used for product and business analytics on websites and apps. It actively tracks consumer behavior and KPIs for companies and is free of cost for 1,000 tracked users every month. The unique feature of Mixpanel is that it offers real-time insights into how are people interacting with a particular product. 

5. Yandex Metrica

Yandex is a free analytics tool that offers insights into web traffic and user behavior. It also includes click maps and scroll heatmaps. 

6. StatCounter

A web traffic analytics tool, Statcounter is free of cost for 500 page views per month. It offers session analysis, page views, and real-time visitors amongst other features.

7. Amplitude

Amplitude is used for understanding user behavior, conversion analysis, and tracking product usage. It is free for up to 10 million actions in a month. It also provides user profile data and behavior cohorting – something very unique. 

8. HubSpot

Hubspot is a popular and widely preferred digital marketing platform and sales analytics software used for measuring online traffic, email automation, marketing automation, lead nurturing, and also conversion rate optimization. 

9. HotJar

HotJar gives insights into the valuable user experience. It is free of cost and offers a heatmap analysis, and customer feedback in the form of surveys and sessions in order to improve UX in over 180 countries. 

10. Crazy Egg

Crazy Egg is a web analysis tool used for A/B testing, heatmaps, and recording for businesses to track and improvise on their conversion rates. 

11. VWO

VWO is an A/B testing tool that enables split testing, and also funnel and form conversion analytics. Its visitor behavior analytics tool is a very unique feature. 

12. Lucky Orange

Lucky Orange is a user behavior analytics tool that also measures web traffic. It is used for viewing and analyzing conversion funnels and traffic data. 

13. ContentSquare 

ContentSquare is an AI Analytics and Automation Insights tool that helps decode your audiences’ digital user experience. Metrics such as Digital Happiness Index helps uncover more revenue opportunities.

14. Angelfish

Angelfish is a self-hosted web analytics platform that helps you see full visitor details, hidden user details, bandwidth and error reports, spike analysis, and nested segmentation. 

15. Foxmetrics 

Foxmetrics is a Business Intelligence analytics tool that helps businesses to maximize their ROI via effective marketing analytics. 

FAQs

Q. What tools are used for web analytics?

• Google Analytics
• Matomo
• StatCounter
• Adobe Analytics
• Mixpanel
• Amplitude
• Baidu Analytics
• Yandex Metrica

Q. How do web analytics tools work?

Web analytics tools work on the website activity and its various components. It includes collecting, analyzing, and creating outcomes based on website data. 

Q. What are the different types of web analytics?

There are two main types of web analytics. These broad categories include on-site and off-site web analytics. 

Q. What is the best web analytics platform?

Google Analytics is one of the best and most popular web analytics platforms out there. 

Conclusion 

That’s all from us at IIDE. Did you enjoy reading this blog on the best web analytics tools 2021? Do let us know in the comments below.

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