Top 10 Web Analytics Tools

What is Web Analytics?

Web analytics help you collect and analyze activities on your website. It helps you figure out things like where your visitors came from, what they do on your site, how long they stay, the content they like, and so much more.

With the help of analytics tools, you can figure out what’s working on your website and what’s not. It also enables you to measure and monitor your key performance indicators.

Why Should You Use the Best Website Analytics Tools?

Analytics tools use website data to determine if you are achieving your business goals. They provide insights that can help you improve customer experiences and optimize your strategies. You can also use analytics tools to understand customer behavior.

For example, you can find out who your site visitors are, how they found you, and how they interact with your website. You can also track content that performs well on your website and optimize your site for conversions.

Here is a list of 10 popular web analytics tools:

  1. Google Analytics
  2. Adobe Analytics
  3. Matomo
  4. Crazy Egg
  5. Mixpanel
  6. Chartbeat
  7. Woopra
  8. Webtrends
  9. SimilarWeb
  10. Semrush

1. Google Analytics

Google Analytics is a must-mention website analytics tool, especially for SEO analytics. With Google Analytics — which is a free analytics software — your company receives tremendous insight into the performance of your site, the behavior of your website visitors, and even the demographic features of your users.

The web tracking tool also integrates with the following Google Marketing Platform programs:

  • Google Ads
  • Google Data Studio
  • Google Optimize
  • Google Search Console
  • And more

2. Adobe Analytics

Its ability to provide real-time actionable insights on your website traffic makes this one of the best website analytics tools in the market. Adobe Analytics takes data analysis to the next level by providing incredibly detailed information. With this platform, you can discover every minute detail about your visitors’ journey and page views. Organize the data you collect. You can even segment your visitors into groups – create limitless visitor segments and compare their behaviors. However, this online tool is quite expensive, and you’ll need time to learn how to make the most out of its robust capabilities. This is a paid platform but you can opt for its free demo before deciding to purchase it.

3. Matomo

More than 1.4 million websites, like NASA, use Matomo. The paid web tracking tool, previously known as Piwik, delivers an all-in-one website analytics solution that helps your business earn more from its website traffic. It’s also compliant with GDPR, or the General Data Protection Regulation. Unlike many of the best website analytics tools, Matomo offers an on-premise solution. With an on-premise solution, your business can store and manage all your website data in-house. This option, however, does require additional team member expertise.

No matter how you incorporate Matomo into your workplace, you can use the following features:

  • Visitor profiles
  • Heatmaps
  • Tag manager
  • A/B testing
  • Search engine reporting
  • And more

4. Crazy Egg

Crazy Egg is a website analytics tool that helps you optimize your site to make it more user-friendly, more engaging, and more conversion-oriented. It does this through heatmaps and A/B testing, which allow you to see how people are interacting with your site. You can then use this information to improve the design of your site to increase conversions.

You can use Crazy Egg to:

  • Track clicks, mouse movements, and scrolling on your site
  • See how far down the page people are reading and where they are clicking (heatmap)
  • Test different versions of your pages to see which one performs better

5. Mixpanel

Mixpanel is a useful web analytics tool to get actionable insights into your users’ journey. Rather than tracking page views, it measures actions taken by users. Actions may include a video streaming or a post share. It is an event-centric web analytics tool that allows you to see how users interact with your products and campaigns. It uses machine learning and advanced statistics to uncover any trends in your data. This analysis helps you figure out the best ways to drive more engagement.

Key features & what it’s good at:

  • Get insights on how your product is being used and which are your most popular features
  • Visualize where your users drop off by building retroactive funnels and measuring conversion rates between each step
  • Analyze which users stick around and improve customer retention

6. Chartbeat

Chartbeat is a suite of content analytics tools for online publishing teams across the globe. It is designed to improve audience engagement and loyalty by helping teams make informed editorial decisions. To easily pull traffic data into Chartbeat, it can be integrated with Facebook Instant Articles, Google, AMP, and other apps.

Features include:

  • Filter data by sections, authors, location, traffic source and referrer, device type, and more
  • Slice all data by visitor frequency, subscriber status, and native app traffic
  • Filter by custom date range, section, and author
  • Compare Total Engaged Minutes, Pageviews, and Average Engaged Time for site and articles
  • Automated insights flag noteworthy trends and benchmarks

7. Woopra

Woopra helps you to analyze and visualize how the customer visits your website. It is one of the best website analytics tools online that allows you to measure your product usage by campaign performance and features. It is one of the website visitor tracking tools that provides a report to visualize the behavior of users.


  • You can make a segmentation according to user behavior.
  • Woopra helps you to identify who your customers are without knowledge of SQL.
  • This tool helps you to measure conversions and clicks.
  • It can view how a user navigates your website.
  • You can compare various segmentation by date, platform, geography, or industry.

8. Webtrends

Webtrends is a tool that enables you to understand the details of SharePoint. It is one of the website metrics tools which can collect data reports for mobile applications and websites.


  • You can customize the dashboard the way you wish.
  • Webtrends enables you to export data in your required format via the REST (Representational State Transfer) URL.
  • You can download the report in a PDF file.
  • It provides details of new and returning users to your website.
  • You can identify how users access, share, and use website content.
  • This application enables you to track navigation effectiveness with link click tracking.

9. SimilarWeb

SimilarWeb is a competition and market analysis platform that tracks online traffic data to help you measure how you perform compared to your direct competitors—and the rest of the market.

Key features & what it’s good at:

  • Get an exclusive view into any website’s performance via the free browser extension, and track how competitor traffic trends over time
  • See how sites rank globally and across every industry, and analyze their traffic and engagement over time
  • Find and connect with more qualified leads and turn them into customers with key insights and data on their business

10. Semrush

To dive deep into how you’re performing online, you can leverage Semrush. This web analytics tool provides you with in-depth insights into your SEO progress. Here are some key features of this analytics tool.

  • Key Features:
  • Track keyword rankings
  • Keyword research
  • Helps with backlink building
  • On-page SEO checker
  • Organic traffic measurement
Rajesh Kumar
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