Analytics is an integral part of any marketing activity. It helps collect important insights on the website or app performance and steer the marketing efforts in the right direction. Today the market is full of specialized tools that simplify the lives of marketing specialists and assist them with reaching their goals by automating their daily tasks. In this article, we are going to take a look at some of the best marketing analytics tools and their features.
#1. Google Analytics
This free Google tool helps to measure the website traffic and its sources. It shows where the visitors are coming from, how they found your website, and how much time they spend on particular pages.
Pros: Free basic version, integration with Google AdWords for deeper insights on traffic.
Cons: It is complex to define and track new conversions. Additionally, it is not possible to track individual user sessions and understand how users actually use the website.
It is a behavioural analytics tool that shows you how your customers interact with your website or product. With KissMetrics, you can also create A/B tests. This test show how changes made on your website or product design and functionality can affect your conversion, and make sure that you are choosing the right variations to reach your goals.
Pros: A/B tests, easy filtering options, detailed data, simple integration.
Cons: The demographic data is not comprehensive enough. No free version.
This search engine analytics tool offers a range of standard search engine optimization features. But its most remarkable feature is that it shows you an overview of your competitors and keywords that they are using in their AdWords campaigns. You can also analyze the potential keywords of your competitors. The tool helps you monitor the competitors and thus improve the efficiency of your own campaigns.
Pros: In-depth keyword research. Ability to research and analyze the competitors.
Cons: Lack of customization for dashboard widgets. Limited free version.
#4. HubSpot Marketing
This is an advanced all-in-one marketing system that helps marketing teams grow traffic and increase conversions. For example, with HubSpot Marketing you can design a landing page by using the drag and drop functionality with a high level of customization and without any prior coding experience. It also helps you create and optimize the content as well as distribute it among the target audiences.
Pros: A wide variety of functions that are easy to use. In-depth tracking. Support of various marketing channels such as landing pages, email, social media, etc.
Cons: Difficult to integrate with other tools that do not belong to the HubSpot family.
This tool offers the so-called heat maps that show you how users interact with your website. Places they click most are marked with red (hot) whereas the less clicked places are marked with colder colors up to the blue. Hotjar helps you visualize and understand the strengths and weaknesses of your web pages and see what needs to be improved.
Pros: Great visualization. Enables to add polls on websites. Affordable price. In-depth information.
Cons: No automatic setup of heatmaps. Some of the data is difficult to organize.
We hope that our list of digital marketing analytics tools will help you make the right choices for your marketing toolbox. Good luck!