What Website Analytics Tools to Use for your Website?
January 21st, 2025
Website analytics tools are essential for any company looking to gain valuable insights into the performance of their website, user behavior, or competitors. Web analytics has come a long way and offers many opportunities to improve your online marketing strategies and get more conversions.
In this article, we will explain why you should pay close attention to getting website data from specific sources and what types of tools and metrics are important. We’ll also recommend the top website analytics tools for you.
What is website analytics and why is it important?
Website analytics gathers data about the user’s experience on a particular website. This data is crucial for understanding and enhancing the user experience (UX).
Nowadays, website data is categorized into two main types: traditional quantitative data and qualitative data.
Traditional quantitative analytics collects metrics like traffic sources and pageviews. However, to understand what motivates consumers, why they behave in certain ways, and what leads them to the checkout, we need a more comprehensive set of tools.
Qualitative tools like heatmaps or session recordings allow you to visualize how users interact with your site, revealing pain points such as confusing navigation or areas where users consistently abandon their carts.
For instance, if a heatmap shows that users rarely click on a prominently placed button, it could indicate that the design or wording isn’t intuitive. This insight allows you to make actionable changes to improve conversions.
Types of website analytics tools and metrics
Any kind of website analytics technology that monitors data on the usage of your business’ website is referred to as “on-site analytics”. This kind of site analytics covers every facet of your website traffic, including unique visitor count, and web traffic source. On-site analytics can help you understand the audience you’re currently attracting.
Off-site analytics are any online analytics that originates from sources other than your website. Off-site analytics can provide you with a more complete view of the market you could target.
Based on the information they offer about your visitors, we have categorized the top web analytics tools into six groups.
1. User behavior analytics tools
User behavior analytics tools combine tools like funnel analysis and event monitoring, which track and measure what users do on your website, with heat maps and session recordings that offer deeper insights into the causes of user actions and their true intentions. These tools help you thoroughly understand and monitor the user experience on your website.
Funnel analysis and Heatmaps
- Funnel analysis: This technique is used for visualizing, quantifying, and comprehending important user actions across the consumer journey. You must be able to quickly track any changes in client behavior and trends. To keep consumers on their route to conversion, funnel analysis lets you know when something isn’t right.

- Heatmaps: These are graphical representations of data that use color to show information about variable values. By emphasizing trends, patterns, and correlations between variables, this visualization method enables users to rapidly understand complicated datasets.

Smartlook is a user behavior analytics tool that provides actionable insights into user actions on websites and mobile apps. By combining session recordings, heatmaps, funnel analysis, and event tracking, Smartlook helps businesses understand the “why” behind user behavior. Additionally, it prioritizes data privacy by minimizing the collection of sensitive or personal information.
Main features: heatmaps, event tracking, funnel analysis, and session recordings
Other behavior analytics tools: Hotjar, Crazy Egg, Matomo
2. Customer analytics tools
An example of a customer analytics tool is Adobe Analytics, which is a traditional tool and very similar to Google Analytics. It gathers and analyzes data from a variety of sources and creates customer segmentation, which makes it possible to dive deep into the reasons behind their actions and learn about their differences. It also uses machine learning to forecast and simulate consumer behavior.
Main features: predictive analytics, specialized reports, and customer journey analysis
Other customer analytics tools: Mixpanel, Woopra
3. Usability testing tools
Usability testing helps designers identify problems that everyday users face when interacting with a new product. But what does usability testing aim to achieve? The concept isn’t new—many businesses have long sought customer feedback through trials, introductory offers, and even focus groups conducted after a purchase.
How is usability testing different from user testing?
User testing primarily focuses on the marketing and sales aspects of a product or service, while usability testing ensures that the product functions seamlessly, providing new users with the best possible experience.
Usability testing allows designers to identify and resolve bugs, navigation challenges, or implementation issues. Its ultimate goal is to improve the product and enhance user satisfaction.
A popular usability testing tool, Maze, offers all-in-one testing capabilities, integrating with design tools like Figma, Adobe XD, InVision, and Sketch. It also provides a wide range of UX research methods suitable for every stage of product development
Main features: quick prototyping, usability testing, A/B tests, surveys
Other usability testing tools: Lookback and Optimal workshop
4. SEO analytics tools
A popular platform for search engine marketing is SEMrush. Its main goal is to assist you in increasing organic traffic through search engine optimization (SEO). In addition, Semrush offers tools for content marketing, market research, social media management, and PPC campaign analysis.
Main features: competition statistics, domain and backlink analytics, on-page SEO research, and keyword tracking (both organic and PPC)
Other SEO analytics tools: Ahrefs, Similarweb, Moz
5. Website traffic analysis
Google Analytics is still the most widely used online analytics software, offering comprehensive insights into website performance. As a conventional quantitative tool, it tracks metrics such as web page views, sessions, time on the page, referral sources, conversions, and much more, as it is a conventional quantitative instrument.
Its free version is a fantastic option for small website owners who only want an accessible way to understand their traffic trends.
With the transition to GA4, Google Analytics now provides enhanced features, such as event-based tracking, cross-device measurement, and improved reporting, making it more adaptable to modern analytics needs. For instance, it makes it effortless for users to connect their websites with Google Analytics.
Tip: You can also connect your Webnode website to GA4 and track key performance metrics. Just make sure you have the Standard or Profi Premium plan activated so you can use Google Analytics for your website.
Main features: segmentation, pre-made audience reports, marketing campaign attribution, and custom reports
Other Website traffic analysis tools are: Matomo, Clicky
6. Competitor analysis tools
Competitor analysis is an important aspect of business strategy, helping organizations understand industry trends, identify gaps in the market, and stay ahead of competitors. By analyzing what works for others, businesses can refine their content strategies, optimize marketing campaigns, and even discover new opportunities to better serve their target audience.
Ahrefs is a comprehensive SEO toolkit designed to enhance websites and increase search engine traffic. With tools like the Organic Competitors Report, Ahrefs helps you identify which websites are competing for your target keywords, analyze their backlink strategies, and uncover content opportunities. This makes it an excellent tool for understanding and outpacing your competitors in search rankings.
Main features: Keyword rankings, Backlink profiles, Content gaps, Traffic estimates
Other competitor analysis tools are: BuzzSumo, Similarweb
Source: https://ahrefs.com/site-explorer
Top 10 Website Analytics Tools
Let’s have a look at the top 10 analytics tools, with their main features, advantages, and price points.
Tool | Main Features | Advantages | Price |
Google Analytics | Audience insights, real- time reporting, conversion tracking, custom reports, e-commerce tracking | Free, easy to use, powerful, integrates with other Google tools | Free, paid plans start at $150/month |
Mixpanel | Product analytics, user behavior tracking, funnels, retention analysis, cohort analysis | Advanced segmentation, powerful event tracking, customizable dashboards | Paid plans start at $99/month |
Adobe Analytics | Comprehensive analytics platform, marketing attribution, predictive analytics, customer journey analytics | Powerful features, customizable reporting, deep integration with Adobe Marketing Cloud | Paid plans start at $10,000/year |
Matomo | Open-source analytics, privacy-focused, customizable reporting, real-time analytics | Self-hosted, free, customizable, GDPR compliant | Free, self- hosted |
Woopra | Real-time user tracking, customer journey analytics, product analytics, funnels | Real-time insights, customer journey mapping, product analytics | Paid plans start at $99/month |
Hotjar | Session recordings, heatmaps, user surveys, feedback polls | Visual insights into user behavior, easy to use, actionable insights | Paid plans start at $39/month |
HubSpot | Marketing, sales, and service platform with built- in analytics | Integrated platform, easy to use, good for small businesses | Free, paid plans start at $45/month |
Chartbeat | Real-time website analytics, audience insights, content performance | Real-time data, quick insights, focus on content performance | Paid plans start at $99/month |
Ahrefs | SEO and content marketing tool with website analytics | Powerful SEO tools, backlink analysis, keyword research, competitor analysis | Paid plans start at $99/month |
Smartlook | Session recordings, heatmaps, funnels, user surveys | Visual insights into user behavior, easy to use, actionable insights | Paid plans start at $29/month |
Conclusion
Website analytics tools are necessary to understand your audience, and user behavior, optimize your website, or monitor your competitors.
By leveraging the right combination of tools—ranging from user behavior analytics and SEO platforms to usability testing and competitor analysis—you can make data-driven decisions that drive growth and improve conversions.
Connect your website to an analytics tools, discover hidden opportunities, and achieve your dream results.
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