Insightful data is the key to deeply understanding your audience and making informed business decisions.
With that in mind, you need solid digital analytics tools to provide accurate insights that optimize your marketing efforts.
However, picking the right digital analytics tools from dozens of options can be challenging, and choosing the wrong tool can be a costly mistake.
The good thing is that after reading this guide, you’ll be able to choose a suitable analytics platform.
We’ll look at the top twenty digital analytics tools, how they work, and their pros and cons so that you get the software that works best for you. But first, let’s understand the term digital analytics.
It’s how you analyze digital data from sources like mobile applications, social media, and websites to help you make informed business decisions.
Digital analytics reveals areas you need to improve for best results. For example, traffic by source (a form of digital analytics) tells you where your web visitors come from, helping you focus your efforts on platforms that work for you.
These tools help you track, measure, and give you reports about website activities like site traffic, user clicks, and traffic source.
In other words, web analytics tools tell you what’s happening on your website, helping you optimize working strategies and abandon the ineffective ones. Below are our top 5 web analytics tools you can use.
You can use it to analyze website traffic, bounce rates, users, real-time traffic count, and goal conversion.
The functionality of Google Analytics is primarily based on three core factors:
The tool collects your site’s stats and compiles them into visual reports you can use to optimize business strategies.
Google Analytics has a paid and a free version. For small sized and even medium businesses, its free version provides enough insights to optimize their marketing efforts.
On the other hand, you’ll need the premium version if you’re a large company looking for more comprehensive web analytics reports and insights.
Google Analytics is powerful, but no single tool can measure everything you need to thrive in the industry.
For this reason, Google Analytics competitors (like the ones we’ll discuss below) may be a good fit for your business.
Adobe Analytics is a multichannel and traffic data collection tool. It uses Artificial Intelligence (AI) and machine learning to provide solid insights into bounce rates, page views, and other customer-based metrics that help improve your bottom line.
Additionally, Adobe Analytics compiles data for various online channels like web, mobile apps, videos, and social media to better understand your audience and create a more targeted campaign.
It also packs predictive features powered by AI and machine learning thus simplifying your decision-making process.
Hotjar is a cloud-based web analytics tool that helps you understand people’s behavior, feelings, and needs on your site. It uses heat maps showing where your web visitors click, scroll, and move to your site.
As a result, you’ll discover what on your site attracts attention, learn what people are ignoring, and analyze behavior before and after launching a new feature on your site.
Even better, Hotjar gives you user behavior reports for mobile, tablet, and desktop to help you optimize your site across all devices.
Additionally, it gives you real-time insights into how people use your website. You’ll access recordings of each visit showing mouse movements, clicks, U-turns, and rage clicks so that you know exactly where you need to improve your site.
Hotjar also powers your site with real-time surveys and suggestion boxes so that users can express their experience on individual parts of your web pages. That way, you get direct feedback that helps you identify and fix mistakes instantly on your site.
More than one million websites rely on Clicky for user insights. You can use it to monitor, analyze, and respond to your web traffic in real-time.
It tracks events of individual web visitors and pageviews to give you in-depth details for optimizing your site.
Powered by heat maps, clicky reveals user navigation on your site in terms of clicking, scrolling, and pages they visit, which helps you boost engagement on your site.
If you’ve been worried about “fake” traffic to your site, this digital analytics tool detects and blocks traffic bots to ensure all your visitors are real.
The tool also monitors site uptime, ensuring you receive alerts immediately when your site goes offline. As a result, Clicky optimizes your availability to customers.
Previously called Piwik, this open-source web analytics tool is powering over a million websites in over 190 countries.
The Matomo tool is also accessible in over 50 languages. With this tool, you’ll track the entire journey of web visitors and analyze their experience on your site.
For example, it’s powered with heatmaps, session recordings, and A/B testing features to optimize conversions on your website. Even more, it has a Visitor Profiles feature that helps you understand your prospects and customers.
Each visitor profile entails actions of individual users compiled historically. That way, this tool reveals the lifetime journey of a return web visitor who never performs the actions you desire, allowing you to streamline your marketing strategy.
These digital analytics tools monitor the performance of social media campaigns. The tools collect crucial data like customer feedback on your social media posts to better understand your audience.
Most of them have features to analyze your competitors to make better choices on your campaigns. Let’s look at our top five social media analytics.
This tool is a crowd-pleaser because it has a lot to offer. Equipped with cross-channel analytic features, you can easily use Sprout Social to monitor performance on a single social platform or simultaneously compare marketing results in multiple channels.
For example, you can track twitter link clicks, monitor Facebook Page impressions, evaluate Instagram follower growth, and measure LinkedIn engagement from a central place. As a result, you save time because you won’t jump from one tool to another.
Hootsuite packs powerful features that let you create solid social media posts and measure engagement to streamline your marketing campaign. You can create, schedule, and publish content across different social networks from a single place.
Featuring a content creation tool called Composer, you can edit your images or publish videos tailored to each network’s specifications.
This digital analytics tool lets users manage and filter messages from different social channels without getting overwhelmed. That’s because the tool has a feature that is efficient in assigning tasks to other team members.
Hootsuite integrates with listening tools like Talkwalker and Brandwatch that monitor brand mentions on social media.
The Hootsuite tool also tracks brand-related keywords and direct customer feedback through DMs and tags. Once the tool collects crucial insights, it compiles them into in-depth reports you can easily customize.
This digital analytics tool comes with all the necessary features you need to be successful on social media.
You can, for instance, schedule your posts using Zoho social for optimum times when the target audience is active to boost engagement—you get to create your publishing schedule or choose from Zoho’s best-time predictions.
Equipped with multiple social listening features, Zoho ensures you don’t miss out on relevant mentions across different channels. That way, you can respond in real-time to your customers and prospects to boost engagement.
Additionally, it comes with team collaboration features so that you can share your reports and campaigns for fast decision-making.
SocialPilot has multiple scheduling options that accommodate different time zones. Equipped with the powerful Post Composer, you get to schedule your social posts for popular platforms like Facebook, Twitter, LinkedIn, Instagram, and Pinterest.
It has robust analytics features that measure content performance, audience insights, and the best time to publish your social posts.
Then, the tool compiles the data into downloadable reports so you can use the information anywhere you want.
This tool gives in-depth reports for social network platforms like Instagram, LinkedIn, Twitter, and Facebook. With dozens of filters to play within the software, Sendible enables you to create custom reports that suit your campaigns.
You’ll also gain insights into factors like the optimal time to publish your posts, know your most engaged followers, and the top-performing campaigns, helping you create more targeted content.
Collaboration features help you enhance teamwork to boost productivity and improve your decision-making process.
Email marketing analytics tools help marketers create, send, test, and optimize their marketing campaigns.
Most email marketing analysis tools automate the process and help business owners deliver personalized messages that boost customer engagement. Below we take a look at our top five digital analytics tools for your email campaign.
MailChimp packs powerful email marketing features in one tool. You’ll access professional email templates you can choose and kickstart your campaign immediately.
If you want a personalized email design, the drag and drop editor gives you the freedom to tailor the design to your liking.
You’ll also access a mobile editor so that your emails can automatically fit in different screen sizes, which optimizes your emails for various devices.
This email marketing tool is powered by HubSpot’s Customer Relationship Management (CRM) which helps you easily create personalized emails.
HubSpot features responsive email templates that allow you to choose a design that displays well across all devices. HubSpot also has a drag-and-drop editor that allows you to customize email layouts, call-to-action buttons, and branding.
With A/B tests, access to subscribers’ lifecycle stage, and other contact records, you get to send highly targeted emails with relevant headlines, links, and CTAs.
This digital analytics tool helps you automate your emails to drop your message on customers’ inboxes when engagement is high.
ActiveCampaign is also equipped with A/B testing capabilities that compare subject lines and email bodies, which helps you see what works and what doesn’t.
You can segment your audience to create workflows that address customers’ specific needs. For instance, you could send a welcome email to new subscribers to boost engagement.
It’s an omnichannel tool that combines email, SMS, WhatsApp, and segmentation marketing to boost customer engagement.
Omnisend also integrates with Facebook and Google ads, making it an all-in-one marketing solution.
This digital analytics tool is an email marketing tool perfect for small as well as medium-sized businesses. That’s because you can use Sendinblue to automate your campaign even with a limited budget.
Similar to Omnisend, Sendinblue combines email, chat, and SMS marketing to help you reach customers in various ways.
These tools collect and analyze raw data to help you optimize your search engine optimization efforts.
They help you prioritize tasks, optimize your campaign for search engines, and make informed decisions that boost visibility on the web. Below are our top five SEO analytics tools.
This tool focuses on link building, competitor analysis, keyword research, website audits, and rank tracking.
Ahrefs tools provide data to improve your position on organic search engine results.
So, whether you’re a small business, SEO agency, in-house marketer, or SEO consultant, Ahrefs has the features you need to achieve your SEO goal.
SEMrush is an all-in-one SEO tool you can use to improve online visibility and dive deep into marketing insights.
You’ll access solid features and reports related to keyword and competition research, rank tracking, campaign management, and search engine marketing.
You can use the Moz Pro digital analytics tool to track links, optimize web pages, analyze competitors, track your ranking, and audit your site.
These features help you implement SEO strategies that drive desired results.
BuzzStream is a link-building and email outreach tool. It has powerful features that make finding backlink leads easy.
For instance, it has a browser extension that automatically scans sites for valid email addresses. That way, you can quickly reach out to people that can link to your site or mention you on different platforms.
It’s an SEO tool you can use for keyword research, cost per click (CPC) campaigns, and analyzing your competitors.
You can also use Ubersuggest to improve your link profile through a link-building strategy. While it’s not as powerful as Ahrefs and SEMrush, Ubersuggest is affordable.
Digital analytics tools are a game-changer for your business. You can use them to flag and fix errors in your campaigns and understand customers’ journeys on your digital platforms to help you make research-based decisions.
However, be careful as you choose a tool for your marketing campaign to avoid spending on software that doesn’t deliver solid insights.
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