Best Web Analytics Tools for Businesses

Web Analytics Tools for Businesses Best Web Analytics Tools for Businesses

The average daily time spent online by internet users has been increasing steadily. The consistent increase in desktop and internet consumption per capita creates opportunities for businesses to drive and increase traffic to their website by implementing various inbound marketing strategies. A business can drive more visitors to its website from multiple channels by running multi-channel digital marketing campaigns.

However, no business can convert website visitors into leads and customers without understanding their activities and behaviors clearly. Web analytics or online analytics helps entrepreneurs and marketers understand user behaviors through measurement and analysis of website data. It further drives lead generation and conversion activities by measuring and improving the website’s user experience.

According to Wikipedia,

Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research and assess and improve website effectiveness.

Most entrepreneurs and marketers these days gain actionable insights using both onsite analytics and offsite analytics. Also, they leverage web analytics tools for businesses to understand user behavior and measure website effectiveness without putting in extra time and effort. Web analytics tools analyze measurable and quantifiable data about a website using a slew of key performance indicators.

In addition to analyzing website traffic, they help decision-makers identify traffic sources, track conversion rate, and measure bounce rate. Also, decision-makers can use these web analytics tools for businesses to compare the effectiveness and performance of individual web pages using several important metrics.

  • New visitors
  • Unique visitors
  • Repeat/return visitors
  • Page views
  • Session duration
  • Bounce rate
  • Click-through-rate
  • Conversion rate

An entrepreneur or marketer has the option to choose from many web analytics tools for businesses. Each of these software solutions analyzes website traffic and measures website performance using multiple metrics. However, some of these web analytics tools are available as free software, while others require users to subscribe or pay. We are making it easier for decision-makers to start with web analytics by shortlisting and comparing 21 of the widely used web analytics software.

Brief Overview of 21 of the Best Web Analytics Tools for Businesses

1. Google Analytics

While adopting web analytics, most professionals opt for the free web analytics service offered by Google. Google Analytics helps entrepreneurs and marketers make smarter decisions by centralizing business data analysis. In addition to analyzing all website data in a single location, users can understand people accessing websites or mobile apps using a slew of metrics – products, content, and marketing channels. Google Analytics boosts website traffic analysis by providing real-time statistics and leveraging machine learning technologies.

2. Adobe Analytics

Many professionals opt for Adobe Analytics to analyze website traffic data across marketing and communication channels. The web analytics tool gathers information about website visitors from both online and offline sources, including web, voice, Internet of Things (IoT), and over-the-top (OTT). Hence, it becomes easier for decision-makers to analyze and understand the behavior of website visitors across the entire buyer’s journey. Adobe Analytics further facilitates data analysis, visualization, and sharing using automated tools and machine learning algorithms.

3. HubSpot

The marketing analytics and dashboard software uses built-in analytics to facilitate data-driven decision-making. In addition to making all website and marketing data accessible from a single location, the tool helps marketers understand website visitors’ behavior by creating behavioral events. Each behavioral event tracks visitor behavior based on actions taken by her on the website. Also, marketers can measure the performance of the website and individual web pages using multiple and critical web metrics.

4. Amplitude

Amplitude helps marketers understand website users by accessing and analyzing self-service product data. Users can boost a digital product’s performance and achieve predefined marketing goals by combining the right features and predicting customer actions. In addition to measuring the digital product’s user experience, Amplitude helps decision-makers boost the product’s user experience by creating buyer personas based on user profile data.

5. Open Web Analytics

The software is popular as one of the open-source web analytics tools for businesses. Many marketers opt for Open Web Analytics to track and analyze the behavior of website visitors under their own domain. They also have the option to customize the web analytics tool according to their precise needs and integrate the software with raw data sources using APIs. At the same time, Open Web Analytics enables marketers to use multiple metrics, view detailed web page usage, and define custom site actions using a dashboard.

6. Mixpanel

Mixpanel is one of the premium web analytics tools for businesses. It helps decision-makers identify the power users and understand the features popular with users. A marketer can identify power users and popular features of a website by generating analytics reports. Also, she can answer a variety of questions by building funnels and automated workflows. Mixpanel has the capability to read data directly from the data lake without using specific SDKs. Hence, it becomes easier for marketers to make informed decisions by understanding how visitors interact with a website or SaaS product.

7. Matomo

Matomo is one of the data analytics software that focuses on protecting data and customer privacy. A business has the option to choose from on-premise and cloud-based editions of Matomo. The user can add the tracking code provided by the web analytics tool to the website or mobile apps to measure user experience as well as understand the behavior of individual visitors. Also, she can manage all tracking activities and get actionable insights in a single place using the software’s interface.

8. StatCounter

It is one of the web analytics tools for businesses that aims to help time-strapped business owners understand website visitors and get crucial insights. StatCounter tracks both paid and organic website traffic, along with detecting click frauds. It allows business owners to analyze website traffic using multiple metrics and identify negative trends. The users can identify important customers by receiving email or SMS notifications sent by StatCounter.

9. Hotjar

The product experience insight tool helps entrepreneurs and marketers customers using a variety of tools and widgets – session recording, heatmaps, surveys, and feedback. A user can access session recordings to what visitors see. Likewise, she can use heatmaps to understand user behavior and collect feedback to know how website visitors feel. Hotjar makes it easier for users to understand what is happening on a website by providing clear and visual data points. Also, it explains user or visitor behavior elaborately by adding context.

10. Wix Analytics

In addition to simplifying website development, Wix helps owners get actionable information about their websites by providing analytics tools. Wix Analytics comes with built-in tools to analyze website traffic, identify traffic sources, and differentiate return visitors. Also, it helps decision-makers compare the behavior of new and returning customers. The users can further boost the performance and user experience of the website by implementing tailored recommendations made by Wix Analytics.

11. Chartbeat

It is one of the web analytics tools for businesses that cater to the needs of new sites, blog sites, and similar content-heavy websites. Both content creators and publishers use Chartbeat to measure audience engagement and boost reader loyalty using content analytics. The content publishers can use the dashboard provided by Chartbeat to know how visitors connect with the published content across channels, platforms, and devices. At the same time, they can use a real-time data pipeline to analyze content consumption using over 40 metrics.

12. Kissmetrics

The modern web analytics tool measures a website’s performance and user experience based on actual behavior instead of using widely used metrics. An entrepreneur has the option to choose from two distinct editions – eCommerce and SaaS – of Kissmetrics. Kissmetrics for SaaS comes with features to identify the features and content that convert website visitors into customers. At the same time, Kissmetrics for E-commerce helps online retailers define and target big spenders based on specific characteristics.

13. Clicky

Clicky is one of the privacy-friendly web analytics tools for businesses. Like other widely-used web analytics software, it allows users to access important website data like visitors, time spent on web pages, bounce rate, and location. But it facilitates real-time monitoring and analysis. It further focuses extensively on protecting the personal data of website visitors. However, Clicky helps users boost inbound marketing campaigns by tracking external links and keyword ranking. The users have the option to create user heatmaps according to precise marketing goals.

14. Contentsquare

Contentsquare (earlier known as Clicktale) helps businesses measure and troubleshoot their website performance by understanding user behavior. It simplifies website performance analysis by converting digital interactions into insights and visualizations. The users can analyze the impact of products, content, pricing, and user experience using a dashboard and intuitive visualizations. They also have the option to prioritize and analyze user behavior by capturing user interactions. Contentsquare enables users to monitor various KPIs AI alerts.

15. FullStory

FullStory facilitates the analysis of qualitative and quantitative data about a website using digital experience intelligence. It scores over other web analytics tools for business by helping users get questions answered, understand issues, and identify opportunities. The users can understand how visitors interact with the website by getting a retroactive view of interactions. Hence, it becomes easier for them to get actionable insights by reviewing session details and measuring digital experience.

16. Angelfish Analytics

The self-hosted web analytics tool comes with features to track the performance of websites, web applications, and intranet. In addition to keeping website data secure, Angelfish captures details of individual users. Hence, it becomes easier for decision-makers to access actionable user information like user names, IP addresses, session IDs, page tags, and visit click paths.  Angelfish outperforms other web analytics tools for businesses by capturing information of website visitors who have blocked analytics codes for privacy and security purposes.


AT INTERNET drives website traffic tracking and analysis by providing a slew of digital tools and solutions. Decision-makers can opt for this web analytics suite to mine data from multiple sources, analyze data using relevant KPIs, and share actionable insights with various teams. At the same time, these digital products help users differentiate website traffic across digital marketing channels and measure the performance of digital marketing campaigns. Users can further improve the website’s user experience using the proprietary technology provided by AI INTERNET.

18. Pendo

This all-in-one platform caters to the needs of B2B product teams by providing a slew of digital tools and solutions. The product analytics tool provided by Pendo helps decision-makers analyze user behavior and get actionable insights across websites and mobile apps. In addition to collecting user data automatically, the analytics tool facilitates sentiment analysis by merging qualitative and quantitative data. Also, users can boost product quality and experience simultaneously by collecting feedback from various users.

19. Foxmetrics

The unified data analytics platform helps businesses analyze customer behavioral data collected from different sources, including websites and mobile apps. In addition to visualizing user activities, Foxmetrics measures customer behavior using a slew of metrics. It segregates the website traffic into multiple categories based on customer profiles generated automatically. Users can analyze customer behavioral data simply by generating analytics reports. Also, they can increase revenue by identifying the most important channels and measuring the performance of marketing campaigns.

20. Simple Analytics

It is one of the basic web analytics tools for businesses that emphasize safeguarding privacy. Marketers often opt for Simple Analytics to analyze website traffic and understand user behavior using commonly used metrics like page views, top web pages, referral sources, and screen size. Users can measure website traffic in minutes using the software’s dashboard. Also, they have the option to track website traffic effortlessly by receiving weekly or monthly email reports generated automatically.

21. Crazy Egg

This popular web analytics tool helps users boost website performance by understanding what is working, fixing what is not working, and experimenting with new ideas. Crazy Egg is one of the web analytics tools for businesses that facilitate user experience analysis by recording entire user sessions. Hence, decision-makers can measure user experience and identify pain points simply by playing back videos. Users have the option to choose from several editions of Crazy Egg according to the nature and requirements of a website.


Every entrepreneur or marketer these days have the option to choose from many web analytics tools for businesses. Web analytics tools can be broadly divided into three categories:

  • Traffic source analytics tools
  • User analytics tools
  • Behavioral analytics tools

The widely-used web analytics software differs from each other in many categories, including features. For instance, some analytics tools come with advanced features like data visualization, data exportation, and actionable insights.

Hence, decision-makers must compare the tools and features provided by these widely-used web analytics tools according to their precise requirements and desired analytics functions.  Also, they must opt for a scalable analytics tool to meet both short-term and long-term business needs. Here is a list of free marketing tools for entrepreneurs, which can be handy for them.

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