Top 16 Marketing Analytics Tools for Smart Marketers

What is the one thing that every smart marketer needs to know? The answer is data. 

Data is vital for marketers and without it, marketing efforts are handicapped drastically. 

If you want to be a successful marketer in today’s world, then you need to have easy access to analytics that provide detailed information about your customer base.

And how do you do that? With marketing analytics tools.

In this article, we will go over the 15 best marketing analytics tools that will make you the Sherlock Holmes of marketing.

marketing analytics tools
Bet he’d be one hell of a marketer with those deduction skills 😏

So, let’s get to it.

What is a marketing analytics tool?

Marketing analytics tools are software platforms that help marketers in measuring the effectiveness of their marketing campaigns. Some of these tools focus on certain marketing channels, such as email, social media, display, or search advertising, while others evaluate all of your marketing data generally. They can measure a variety of key metrics, such as website traffic, page views, click-through rates, and many more.

And depending on the organization and marketing strategy, several types of marketing analytics tools are needed.

Essentially, a marketing tool is to see what is working, what isn’t, and why.

what is a marketing analytics tool

Why use marketing analytics software?

Digital marketers need a way to track and manage the results of their marketing efforts. And this is precisely what marketing analytics software helps them to accomplish.

Marketers can use marketing analytics tools to improve their efforts and prove their importance. Their goal is to increase the effectiveness of marketing activities while also justifying the cost.

Marketing analytics software can collect data from all your marketing channels and report on them all at the same time. They allow marketers to produce reports without the use of data scientists, track campaign success, and do competition analysis.

Some of the data that marketing analytics tools capture and track are:

  • Website visitor data
  • Customer touchpoint/event data
  • Paid campaign performance data
  • Customer purchase data
  • Email marketing data
top marketing analytics tools

Best Marketing Analytics Software

Here are the top 15 Marketing Analytics tools that smart marketers use:

1- Google Analytics

marketing analytics tools google analytics

Google Analytics is a great and simple entry-level analytics tool.

You can use this tool to track and monitor your overall website traffic, so you can see where your visitors come from, what they’re doing, and when they leave. It also works nicely with Google Adwords, which allows you to learn more about, optimize, and measure your SEO performance.

The main disadvantage of Google Analytics is the fact that you get what you pay for, so don’t expect a lot with a free subscription.

Although the product provides good aggregate customer data, it does not allow you to follow individual users. Furthermore, while certain functions are available, setting them up and defining them might be difficult.

Google Analytics is an excellent place to start if you’re looking for a basic starter version to get your feet wet.

However, if you’re mainly focused on conversions, growth, or revenue, Google Analytics will not be enough. 


  • Free Plan
  • Premium Plan: about $150K a year with full support from Google

Already familiar? Read our article where we compare Google Analytics, Amplitude, Mixpanel, and Heap.

2- Matomo 

marketing analytics tools mstomo

Matomo is a completely free and open-source alternative to Google Analytics.

Matomo tracks your website visits and lets you create customized reports that segment data by traffic source, geo-location, browsers, and operating systems.

And, most importantly, it helps you discover how your website’s visitors engage with it.

Matomo has a lot of features, such as:

  • goals for tracking the performance of your marketing campaign,
  • page overlay analytics,
  • keeping notes on specific variables,
  • and data analysis. 

A paid version of the product is also available, which is a self-hosted website analytics suite designed specifically for governments and companies that want complete privacy compliance and data ownership.


  • On-premise: Download for free
  • Cloud: starts at 29 EUR

3- Whatagraph

whatgraph marketing analytics tool

Whatagraph is a tool built for marketers who need to create reports for their clients or managers. No matter if you work in an agency or report to your boss, you can use Whatagraph to create a marketing report for your work in just a few minutes. Here are some of the many features it includes:

  • 40+ data sources (from Google Ads to TikTok Ads and many others)
  • 100+ report templates for a quick start
  • Live dashboards for real-time reports to clients
  • White-labeling feature suitable for agencies
  • Easy to use report builder with varied customization features

You can connect your sources once and create a report and then schedule it at your client’s preferred interval. It goes out weekly, monthly or at some other time, with freshly updated data.


  • Professional – $199/month: 25 data sources and 5 users
  • Premium – $299/month: 50 data sources and 10 users
  • Custom – reach out to sales

4- Mixpanel

marketing analytics tools mixpanel

The main objective of Mixpanel is to keep track of user actions on your website or mobile app. 

When you add an event to Mixpanel, you’ll be able to monitor the trends, counts, and which users used them, and in what order.

Mixpanel’s main features are:

  • Funnels,
  • A/B testing,
  • analyzing trends of chosen events,
  • and tracking individual users by their sessions

You must define the actions that you want MixPanel to track and focus on before you can use it. 

This can be accomplished by using a visual selector or adding code annotations. Once you’ve made your choice, the events you want to track will appear on your dashboard, along with the data you want to see.

Although Mixpanel was designed for product managers (its functions are more product-oriented than marketing-oriented); it’s also used by Marketing departments to track user behavior and to optimize funnels.


  • Free Plan
  • Growth Plan: starts at $17/ month
  • Enterprise Plan: custom pricing

5- Heap Analytics

marketing analytics tools heap

Heap Analytics is one of the “youngest” yet most sophisticated analytics solutions on the market, with similar functionalities to Mixpanel.

Heap analytics will track every single activity performed by visitors on your website and will allow you to manually choose the events you want to analyze and see displayed on your dashboard.

Individual user activity is also tracked by Heap, which allows you to categorize users based on their behaviors. Heap can also be used to build funnels.

Heap’s automatically-collected data makes it possible to view each event’s data retroactively all the way back to the day the Heap code was installed, even if it wasn’t an event you initially chose to track and display on your dashboard.


Free Plan

Business Plan – starts at $12,000/ year

6- Klipfolio

marketing analytics tools klipfolio

Klipfolio is a dashboard tool that allows you to create your own interactive dashboard with data from various marketing channels and tools.

Klipfolio allows you to pull data from sources like Google Analytics and Facebook into a single integrated dashboard, allowing you to track your progress and view the data in one place.

You don’t have to create your own dashboard because there are pre-built templates for you to use, such as a Facebook ads monitoring dashboard or a social media focused dashboard. But of course, you can certainly build your own dashboard to meet your specific needs.

Klipfolio is an excellent choice for any marketer who wants to keep track of multiple channels from a single dashboard.

The platform also has features that are suited to marketing companies that create dashboards to showcase their results with their clients.


For Businesses:

  • Publish Plan: $49/month
  • Grow Plan: $99/month
  • Team Plan: $199/month
  • Team+ Plan: $399/month

For Agencies:

  • Agency Starter: $49/month
  • Agency Lite: custom pricing
  • Agency Pro: custom pricing
  • Agency Premier: custom pricing
  • For Enterprises: custom plans start at $499/ month

7- Buffer

marketing analytics tools buffer

Buffer‘s content marketing analytics lets you generate reports depending on your objectives. 

Custom metrics on the success of different social media accounts can be added or removed. You can also export these reports to share them with others.

Its analytics are meant to provide you with a comprehensive view of channel performance from a single dashboard. Your reports will be updated daily, ensuring that you have access to up-to-date information.

Buffer provides individual engagement numbers for each account.

This allows you to have a better idea of how customers interact with social media content. You can track the performance of your posts, stories, and hashtags, as well as the demographics of your audience across all channels.


Buffer Publish

  • Pro Plan: $15/month
  • Premium Plan: $65/month
  • Business Plan: $99/month

Buffer Analytics

  • Pro Plan: $35/month
  • Premium Plan: $50/month

8- Cyfe

marketing analytics tools cyfe

Cyfe is an all-in-one dashboard that allows marketers to combine data from many marketing tools and view them all in one place.

You can track data from:

  • all of your social media channels,
  • PPC marketing channels,
  • sales platforms,
  • and more with Cyfe.

For example, you can connect to your Google AdWords, Google Analytics, or SalesForce accounts using Cyfe’s pre-built widgets, and Cyfe will collect and show all of the data you need from those platforms on one dashboard.


  • Solo Plan: $29/ month
  • Pro Plan: $49/ month
  • Premier Plan: $89+/ month
  • Agency Plan: $150/ month

9- SEMrush

marketing analytics tools semrush

SEMRUSH can help you outrank your competition in search results and provides an easy method to track their brands, social media profiles, and other online activities.

You can, of course, use it to track your own brand as well. 

SEMrush has an analytics reporting tool that shows the information on the keywords your competitors use in their AdWords campaigns, helping you to have a better understanding of their search engine traffic.

SEMrush also allows you to research prospective keywords and see whether or not other marketers are bidding on them, as well as the level of competition.

Marketers that want to boost search engine traffic and spy on their competition (👀) may find SEMrush really beneficial.

SEMrush can help you save time and money by preventing you from wasting time and resources on ineffective search engine tactics.


  • Pro – $119.95/month
  • Guru – $229.95/month
  • Business – $449.95/month

10- BuzzSumo

marketing analytics tools buzzsumo

BuzzSumo is a powerful content analysis tool that gives customers information on what’s popular on social media. It allows you to examine data from different time periods, the last 12 hours or even several months.

Trends can also be filtered by location, so if your customers come from different parts of the world, you’ll know what’s trending in their area.

After you join BuzzSumo, you can personalize your feed to only get data that is relevant to you.

This platform can help you with:

  • Content ideas if you’re stuck,
  • Advanced keyword search operators,
  • Content type filters,
  • Backlink information, and
  • Influencer marketing

The data can then be exported into another format and analyzed further.


Free Plan

  • Pro Plan: $99/ month
  • Plus Plan: $179/ month
  • Large Plan: $299/ month

11- SimilarWeb

marketing analytics tools similarweb

SimilarWeb shows you where your website stands in terms of traffic and engagement based on industry standards.

This data is useful for determining how your performance compares to that of your competition.

You can use SimilarWeb to break down

  • Your content’s stats by daily active users,
  • Sessions per user,
  • Use time, and
  • Rank.

You can also strengthen your acquisition approach by learning more about your clients, such as their web behavior and interests.


  • Free Plan
  • Enterprise Plan: Custom Pricing

12- Sprout Social

marketing analytics tools sproutsocial

Sprout Social has you covered whether you want to examine your performance in a lot of detail on a single social network or compare results across many channels at once.

From one central spot, you can:

  • track Facebook Page impressions,
  • analyze Instagram follower growth,
  • assess LinkedIn engagement,
  • evaluate content success on Pinterest, and do much more.

The data will then be organized and shared with easy-to-understand presentation-ready reports. You can also choose Premium Analytics and design your own custom report based on your company’s key performance indicators (KPIs).


  • Standard Plan: $99/ user/ month
  • Professional Plan: $149/ user/ month
  • Advanced Plan: $249/ user/ month

13- HubSpot

marketing analytics tools hubspot

HubSpot’s analytics tool allows you to link social media performance to your business and revenue growth.

You can track the effectiveness of your social media strategy across all channels, whether you publish directly through HubSpot or through other platforms. You can also measure your campaign performance by comparing the performance of multiple social platforms.

HubSpot’s social media analytics tools are integrated into HubSpot’s Marketing Hub which is an all-in-one inbound marketing tool.

That means you can have insights into the whole customer journey, not just social-specific metrics if you use this platform. You can discover which marketing strategies are most effective for your company, as well as how they affect your bottom line and your ROI.

All in all, HubSpot is an ideal choice for businesses whose marketing teams want to centralize all their campaign activities.


  • Starter Plan: starts at $45/month
  • Professional Plan: starts at $800/month
  • Enterprise Plan: starts at $3,200/month

14- AVADA Email Marketing

marketing analytics tools avada email marketing

AVADA Email Marketing is a good choice if you want a solution that shows the performance of all your email marketing campaigns and dives deeper into each one of them.

When you look at the dashboard, you will see how your email campaigns are performing in terms of key metrics such as click-through rate, open rate, conversion rate, and revenue.

Furthermore, AVADA Email Marketing makes it simple to sort out your time range so you can compare your sales to the past periods and make smarter decisions in real-time.

AVADA Email Marking not only gives a number-based analysis of your campaign but also a line chart for automated and newsletter campaigns. You can see your results on different days by glancing at this chart.

Also, you can learn more about your customer insights, such as which campaigns are the most successful and when is the best time to send out your emails.

With an amazing customer support team, AVADA Email Marketing ensures you’ll have incredible experiences with email marketing campaigns!

With customizable templates that are ready to use without any hassle, it’s never been easier for users to create custom emails – even if they don’t know where to start.

The analytics features allow marketers to analyze their audience in order to make sure every campaign is optimized so customers won’t feel like they’re being spammed or ignored.


  • Free Plan
  • Pro Plan: $9/ month

15- AWeber

marketing analytics tools aweber

AWeber is another powerful email marketing tool that helps businesses measure and analyze their performance.

It provides insights into:

  • Clicks,
  • Open rates,
  • Engagement,
  • Bounces and conversions to create personalized campaigns tailored for each individual customer. 

The dashboard gives you the power to build lists quickly as well as send emails or manage your campaign with ease from one interface-no matter what size of the business!

Are you frustrated with trying to keep your email marketing from ending up in the spam box? 

The drag-and-drop editor lets users create email automation flows and it comes with more than 700 preconfigured templates that are mobile responsive. 


  • Free Plan
  • Pro Plan: starts at $16/month

16- SendPulse

marketing analytics tools sendpulse

SendPulse is one of the most innovative email management and marketing platforms that emphasize SMS, Facebook chatbots, and web push notifications. 

This platform can quickly create mobile-friendly emails with a drag-and-drop editor as well as set up trigger-based campaigns and autoresponders. 

SendPulse also integrates with Google Analytics to give you an in-depth look at your campaign’s success through open rates on different devices or geographical stats by country/region where they were opened from!


  • Free Plan
  • Pro Plan: starts at $8/month
  • Enterprise Plan: Starts at $11/month


We hope this list helps you in finding the right marketing analytics tools to suit your needs. 

Whether you’re looking for a tool that’s simple and easy-to-use or one with a lot of features, we’ve got something here for everyone. 

Go through our top 15 picks listed above and explore each one more closely before making an informed decision about which is best suited for your business goals. Happy hunting!

Frequently Asked Questions

How is analytics used in marketing?

Analytics are used to measure a variety of key metrics, such as website traffic, page views, click-through rates, and many more, which can tell a marketer what is working, what isn’t, and why.

Marketers use marketing analytics tools to improve their efforts and prove their value. 

What softwares do marketing analysts use?

Marketing analysts use a variety of software depending on their needs and goals.

What tools can a marketer use to analyze existing customers?

There are plenty of tools to choose from when you want to analyze existing customers and that’s why we’ve created a list of the top 15 marketing analytics tools, take a look. 

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Mert Aktas

Mert Aktas

Mert is the Marketing Manager of UserGuiding, a code-free product walkthrough software that helps teams scale user onboarding and boost user engagement.