12+ Best Marketing Analytics Tools in 2021
You might hear somewhere that, “Data is the best friend for every marketer.”
Without data, it’s difficult for marketers to know what is working well for their campaigns, diagnose potential problems, and determine the areas to focus their efforts on.
Knowing the metrics to monitor can mark the difference between success and failure. Marketers can have access to dozens, if not hundreds, of marketing analytics tools. All of these tools promise you the ability to process your data and extract insights from it.
However, which ones are worth your consideration?
To help you find the missing piece, we’ve rounded up 12+ of the top marketing analytics tools available today! We’ve also categorized them to simplify your search.
Let’s get started right now!
Table of contents
- What is a marketing analytics tool?
- Why do you need a marketing analytics tool?
- 12+ best marketing analytics tools
- Event-based analytics tools
- Traffic-oriented analytics tools
- Marketing dashboards tools
- Content marketing analytics tools
- Social media marketing analytics tools
- Email marketing analytics tools
- Final words
What is a marketing analytics tool?
A marketing analytics tool is a software platform that helps marketers understand the health of their marketing campaigns. It may track the number of key metrics, including web traffic, page views, click-through rates, or many more, to inform a marketer of which efforts are working, which aren’t, and why.
Some marketing analytics tools may focus on individual marketing channels, such as social media, email, display, or search advertising, while others may holistically analyze all your marketing data. The need for various types of marketing analytics tools varies by marketing strategy and company.
Why do you need a marketing analytics tool?
The benefits of applying the data-driven approach to marketing go far beyond just having more information at hand.
Teams incorporating data in their work can achieve a much higher efficiency per campaign. They can make better decisions and do faster. Plus, they are then better placed to respond to customer engagement and boost campaign performance in real-time.
Marketing teams do it all by assessing each channel’s performance to get the big picture of their initiatives. They also fine-tune their campaigns based on historical data, assess competitors’ strategies, and conduct a whole range of other research.
The effective use of data can help marketers grow their business faster through a more focused decision-making process. Marketing analytics tools play a crucial role in ensuring that companies truly capture their data’s full potential.
12+ best marketing analytics tools
Event-based analytics tools
Mixpanel’s main goal is to track events that users are performing on your site or mobile app (both iOS and Android). Once you’ve added an event to Mixpanel, you’ll see the trends, count, which users used them, and in which order.
Mixpanel’s key features are funnels, A/B testing of different variations of your mobile app and tracking their results, viewing trends of selected events, and tracking individual users by their sessions, among others.
The tool requires you to identify the actions you want to track and focus on. This can be implemented either by adding code annotations or using a visual selector. Once chosen, the events you desire to track will add up to your dashboard, with all the metrics of your choice presented.
Mixpanel was specifically designed for product managers, its features are therefore more product-oriented than marketing. Nevertheless, it is also used by marketing teams, especially to identify user behavior and optimize funnels.
- Free Plan
- Growth Plan: starts at $17/ month
- Enterprise Plan: custom pricing
2. Heap Analytics
With similar functionalities to Mixpanel, Heap Analytics is one of the “youngest” yet most powerful analytics tools out there.
The tool automatically tracks any action taken by your website visitors and lets you manually choose the events you want to analyze and preview in your dashboard. It also tracks individual user’s behavior and allows you to segment users based on their behaviors. You can use Heap to create funnels as well.
One of the best things about Heap is its retro-active function. Heap can track and remember all user activity from the time of installation, meaning those behaviors are available and ready to be analyzed, even if they weren’t behaviors that were initially chosen.
Heap’s target audience is quite similar to Mixpanel’s. However, if an Android app is a part of your marketing strategy, this is definitely not the tool for you! Unfortunately, Heap doesn’t yet support Android apps. Heap can be an appropriate tool for marketers wanting data on events and conversions of their website, product, or iOS app.
- Free Plan
- Business Plan: starts at $12,000/ year
Traffic-oriented analytics tools
3. Google Analytics
Google Analytics is undoubtedly a decent and basic entry-level analytical platform. The tool allows you to monitor and track your overall website traffic, so you can see where visitors are coming from, what they’re doing, and when they’re leaving your site. It also meshes well with Google Adwords, which helps you learn about, optimize, and track your SEO capabilities.
The main downside of Google Analytics is that you get what you pay for, and with a free plan, you can’t expect a lot of bells and whistles. While the tool gives you excellent customer aggregate data, it doesn’t let you track individual users. Plus, some functions, while possible, can be very complicated to set up and define.
If you just find a basic starter version to get your feet wet, then Google Analytics is a great place to begin. However, if events, conversions, growth, or sales are your primary focus, Google Analytics will not be enough for you. You will probably achieve better results with one of the event-based tools mentioned above.
- Free Plan
- Premium Plan: about $100K a year with full support from Google
4. Matomo (formerly Piwik)
Matomo (formerly Piwik) 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, how visitors engaged with your website.
Matomo is loaded with many features, including goals to track your marketing campaign’s success, page overlay analytics, keeping notes on custom variables, and data analysis. The tool also offers a premium version, a self-hosted website analytics suite designed especially for governments and enterprises requiring full privacy compliance and 100% data ownership.
- On-premise: Download for free
- Cloud: starts at 29EUR
Marketing dashboards tools
Klipfolio is a dashboard tool, which enables you to build your own interactive dashboard containing all your marketing-related data from various channels and tools. You can pull data from Google Analytics or Facebook tools to track your performance and see the data in a single integrated dashboard.
Besides, Klipfolio offers pre-built templates of dashboards, meaning you don’t need to build your own, like a Facebook ad monitoring dashboard or a social media-focused dashboard. Of course, you can create your own dashboard based on your own needs.
Klipfolio is a good fit for any marketer with multiple channels who want to monitor them on one simple screen. The tool also provides features more suitable for marketing agencies that build dashboards to share their performance with their clients.
- Publish Plan: $49/ month
- Grow Plan: $99/ month
- Team Plan: $199/ month
- Team+ Plan: $399/ month
- Agency Starter: $49/ month
- Agency Lite: custom pricing
- Agency Pro: custom pricing
- Agency Premier: custom pricing
For Enterprises: custom plans start at $499/ month
Cyfe is an all-in-one dashboard that lets marketers integrate data from different marketing tools and makes it possible to see it all in one place.
With this tool, you’re able to track data from all your social media channels, PPC marketing channels, sales platforms, and many more. For instance, you can use its pre-built widgets to connect to your Google Analytics. Google Adwords, or SalesForce accounts, and let Cyfe collect all the data you need from those tools and show it in one dashboard.
- Solo Plan: $29/ month
- Pro Plan: $49/ month
- Premier Plan: $89+/ month
- Agency Plan: $150/ month
Content marketing analytics tools
With Kissmetrics, you can actually put a person behind the data. The tool enables you to spot a customer’s journey across multiple devices, analyze their behavior, and provide data about conversions.
The conversion metrics include bounce rate and time on site. Kissmetrics focuses on behavioral analytics - helpful for knowledge about how audiences react to your content. You will learn what is valuable to users and how to keep them coming back.
Kissmetrics also lets you create A/B tests to see how changes you’re making on your content can affect your results, and make sure you’re choosing the right variations to help you reach your goals.
- Silver Plan: $299/ month
- Gold Plan: $499/ month
- Platinum Plan: custom pricing
BuzzSumo is a versatile content analysis tool that provides its users with data about the topics that are trending on the major social media channels. It lets you analyze data from a range of different time periods, like for the previous 12 hours or spanning many months.
Trends are also available to be filtered by location, so if your customers come from international countries, you’ll get knowledge about what is popular in their regions.
BuzzSumo allows you to customize your feed after joining, so you will only gain data that matters. If you are struggling to come up with content ideas, you can find inspiration on the website. In addition, it also provides advanced keyword search operators, content type filters, backlink information, and influencer marketing features. You can then export the data into another format and analyze it to a greater depth.
- Pro Plan: $99/ month
- Plus Plan: $179/ month
- Large Plan: $299/ month
- Enterprise Plan: $499+/ month
This tool provides traffic and engagement industry standards and shows you where your website stands among them. This information is valuable for discovering how your performance stacks up against that of competitors.
With SimilarWeb, you can break down the numbers of your content by daily active users, sessions per user, use time, and their rank. You can also discover more information about your customers, like their web behavior and interests, to improve your acquisition strategy.
When you’ve got a deep understanding of how to acquire customers using SimilarWeb, you will know what type of content they’re most interested in.
- Free Plan
- Enterprise Plan: custom pricing
Social media marketing analytics tools
Buffer’s content marketing analytics give you the option to create reports based on your goals. You can actually add or remove custom metrics on the performance of different social media accounts. With these reports, you’re able to export for shareability.
Its analytics are designed to help you see channel performance at a thorough level, from one dashboard. Your reports will be updated daily, so you can be sure you are receiving timely data.
Buffer offers engagement metrics for each account individually. This helps you gain a proper understanding of how customers are interacting with social content. You can measure posts, stories, and hashtag performance, as well as access the demographics of your audience across channels.
- Pro Plan: $15/ month
- Premium Plan: $65/ month
- Business Plan: $99/ month
- Pro Plan: $35/ month
- Premium Plan: $50/ month
11. Sprout Social
Whether you’re trying to dive deep into your performance on a single social network, or comparing results across multiple channels at once, Sprout Social has you covered.
The tool allows you to track your Facebook Page impressions, measure Instagram follower growth, assess LinkedIn engagement, evaluate content performance on Pinterest, and much more, all from the same location.
Sprout Social will then organize and share your data with easy-to-understand and presentation-ready reports. You can also choose to go with premium Analytics and create your own custom report, tailored to your business’s KPIs.
- Standard Plan: $99/ user/ month
- Professional Plan: $149/ user/ month
- Advanced Plan: $249/ user/ month
With HubSpot’s analytics tools, you’re able to tie social media performance to your business and revenue growth.
No matter if you publish directly through HubSpot, or publish using other tools, you can report on the success of your social strategy across every single channel. Plus, you can compare the performance of multiple social platforms to measure campaign performance.
Most importantly, HubSpot’s social media analytics tools are a part of HubSpot’s Marketing Hub, an all-in-one inbound marketing tool. That means by using the platform, you will have insight into the entire customer journey, not only social-specific metrics. You can see which marketing tactics work best for your business, how they are impacting your bottom line, as well as learn about your ROI.
That makes HubSpot an excellent option for businesses whose marketing teams want to keep all campaign functions in one place.
- Starter Plan: starts at $50/ month
- Professional Plan: starts at $890/ month
- Enterprise Plan: starts at $3,200/ month
Email marketing analytics tools
13. AVADA Email Marketing
If you want a decent solution that shows you the performance of all email marketing campaigns, and dives deeper into each campaign, then you should not miss out on AVADA Email Marketing.
Whenever you open the dashboard, you can quickly see how your email campaigns are working via significant numbers: click-through rate, open rate, conversion rate, and revenue. Plus, AVADA Email Marketing allows you to sort out your time range easily to compare the sales with previous periods and make the decisions in time to drive better results.
Not only displaying your campaign analysis by numbers, but AVADA Email Marking also provides a line chart for automation and newsletter campaigns. By looking at this chart, you’re able to well define your results on different days. You can learn more about customer insight, such as which campaign is working best and which day is the best time to send out your messages.
In addition to analytics features, AVADA Email Marketing can follow up with your prospects and remind them to continue their purchase to optimize abandoned cart campaigns. The tool also offers ready-to-use templates that will save a lot of time and effort for users.
With a friendly and dedicated customer support team, AVADA Email Marketing ensures you will have incredible experiences with your email marketing campaigns.
- Free Plan
- Pro Plan: $9/ month
AWeber is another trusted and reliable email marketing analytics tool that has been in operation for 18 years and counting. It aims to empower you to “launch and sell your next big thing.”
With AWeber, you can track everything from clicks to open rates, engagement, bounces, and conversions. It also provides small to medium-sized businesses with an easy way to build lists, create emails, and manage campaigns through its dashboard.
It focuses on email deliverability and offers different tips and tools to help ensure emails won’t wind up in the spam box. The drag-and-drop editor lets users create email automation flows and comes with more than 700 pre-configured mobile-responsive templates.
- Free Plan
- Pro Plan: starts at $19/ month
SendPulse is another email management and marketing platform that emphasizes SMS, Facebook chatbots, and web push notifications. You can quickly create mobile-friendly emails with a drag-and-drop editor, as well as set up trigger-based emails and autoresponders.
The analytics and reporting feature will show the results of recently-run campaigns through open and click rates, statistics by device, error stats, and geographical stats. SendPulse also integrates with Google Analytics and offers an Android and iOS app for email campaign management on the go.
- Free Plan
- Pro Plan: starts at $8/ month
Each of these above tools has its strengths. It is up to you to choose the right marketing analytics tools for your needs and make the right data-driven decision to assist you with your marketing efforts.
We want to hear more from you. What is your biggest challenge in choosing between marketing analytics tools? Any features you are still itching for? Data points you have trouble tracking? Let us know, and we’ll discuss it together.