Understanding the strengths and weaknesses of your marketing campaigns comes with numerous benefits. Marketers who use sophisticated analytics tools improve their overall marketing programs by 39%. Marketing analytics software boosts customer retention rates, helps you understand user behavior, and improves your performance. If your business invests heavily in marketing, it’s time to invest in an analytics platform. Scroll down to find the top marketing analytics services for 2020. Our team of experts will also explain the ranking criteria of these products. At the bottom of the page, we also included a simple buying guide.
Picking several products and reviewing them is easy. What’s not so easy is creating a comprehensive list of top-performing platforms. This is where our team of software experts comes in. We handpicked and rated the best tools for marketing management analytics.
Read further to discover our evaluation process and learn what features earn boosted rankings. Find the different types of software used in marketing alongside their essential functionalities.
This aspect doesn’t affect the ranking of the marketing analytics software rated here. It helps potential customers understand the different types of roles such tools can perform. Additionally, classification helps towards recognizing products that target businesses of a specific size and industry focus.
Did you know that there are many possible marketing strategies and channels out there? These, therefore, require different types of digital marketing analysis products. While our top marketing analytics tools are multifunctional and cover several areas, it’s still essential to understand the different capabilities, including:
Is the platform created for the needs of SMBs or does it target large enterprises? Does the software come with scalability and flexibility that enable it to grow with you? Most digital marketing analytics tools target any businesses of any size. There are, however, products created specifically for small businesses, start-ups, or large enterprises.
Industry focus is crucial for businesses serving unique markets. Companies offering translation services have a different marketing strategy than those selling windows. It’s always best to stick with software providers that cater to companies within your industry. They can understand your needs, don’t need in-depth instructions, and have success stories in their portfolio.
Digital analytics tools can be cloud-hosted or on-premise. The first deployment option is cheaper, flexible, and scalable, with most products web-based and hosted on the provider’s servers. They require an internet connection to work and tend to be simpler than on-premise software.
Solutions hosted on your own servers are robust and require frequent maintenance. Reliable yet more expensive, they give you complete control over the platform and store all data in-house.
Neither option is better. It depends on the personal preference and needs of the business owner.
Below, we will list the critical functionalities of top digital marketing tools. Each of these plays a huge role in the performance of the software. So, the more of these a product has, the better ranking in our table it gets.
Analytics is all about reporting. So, powerful reporting is a must-have functionality. We value detailed reports on all marketing aspects like landing pages, blog posts, social media accounts, CTAs, emails. Users should be able to get comprehensive as well as specific reports with just a few clicks. Real-time reporting is appreciated too.
Automation is crucial for marketing analysis software. The platform must be able to trigger automated reports on essential metrics, collect data automatically, and generate useful reports. Automated daily, weekly, monthly, and annual reports are also welcome.
Other reporting-related capabilities include calculations and custom metrics. Waste no time on doing these yourself and get all the necessary numbers with a few clicks. Multi-source reporting is a top-priority for gathering digital marketing data. It lets you combine all social media profiles, track specific campaigns only, compare metrics, etc.
A/B testing is a standard functionality of marketing automation software. It’s also a crucial online marketing analysis feature for testing what your audience likes. It lets you test different strategies and see whichever performs the best. Implement the knowledge in your future marketing campaigns and see improved results instantly.
This covers event tracking, user behavior, appropriate response triggering, among others. AI-powered predictive platforms, in particular, are extremely valued since they can solve marketing problems, optimize Return on Ad Spend (ROAS), drive conversions, and improve product discovery. All the best marketing analytics software must have predictive analysis as this single capability can drastically improve your marketing game.
To get better results with your marketing programs, you first need to understand your customers. This is where customer analytics and segmentation come. Customer lifecycle tracking and consumer journey mapping and measuring help with that. Understand what your audience likes, segment visitors using custom categories (by location, age, etc.). Segment them even further using Channels (retail vs. healthcare), profession, and more.
Data analytics tools for digital marketing with these capabilities help you gain valuable insights, leading to more effective marketing to different types of visitors.
Would you like to discover which content performs best? Will removing low-performing content boost your profit? Attribution and revenue modeling can help you with both.
Reporting flexibility gives you access to different reporting models that suit various attribution models. Choose between single-touch, out-of-the-box, AI-powered, and multi-touch models. Alternatively, create models that meet your specific needs.
Your marketing intelligence software should also let you choose between pre-built dashboards. The option to build your own is appreciated too.
Leave complicated Excel sheets in the past with a top-class platform that will collect and unify your data. Then, generate data visualization to understand your strengths and weaknesses better. Forget about complicated insights that don’t make sense. Get pure and clear reports represented in colorful graphs, pie charts, and iconographs that deliver information with a single glance.
This is an especially important feature of web marketing analytics tools. It oversees traffic quality and quantity as well as your entire website or individual pages. This functionality will analyze overall performance, identify weaknesses, and find reliable traffic sources. With just a few clicks, you also get to filter analytics by country or URL structure, analyze key metrics, and more.
Why is this important for website marketing analytics? Your website performance, particularly site speed, is closely related to your SEO ranking. The same goes for bounce rates, average time spent on your website, etc. So, if you want to boost your marketing game, you need a top-notch site first.
Is your competitor doing much better than you? Why is that so? What are their main strengths? A top marketing analytics software with competitive analysis can help you with that.
This functionality compares how you’re doing against your main competitors. Check if their marketing campaigns are better than yours. Discover what they do differently and use the insight to improve your performance.
Evaluate the best marketing strategies that relate to your own services and products. Implement them in your marketing plan to see if they resonate with your target audience.
Integrating capabilities are crucial for any software solution. Yet, this aspect is even more critical for marketing analytics tools.
These products must integrate smoothly with hundreds of apps. Marketing data analytics services draw information from advertising services, ecommerce platforms, email marketing tools, etc. So, the more apps a solution supports, the better it performs. Some popular apps here include Google Analytics, Facebook Insights, Amazon Ads, and YouTube.
Did you know that a steep learning curve can completely ruin the user experience for any software? That’s why the best marketing analytics tools are simple to use and easily accessible. User-friendliness ensures that you and your employees will enjoy working on the platform. Ideally, the product has a short setup process and doesn’t require any training from first-time users.
Mobile-friendliness is also a big deal with business owners spending lots of time outside the office. Having access to digital marketing analytics on the go is a game-changer. That’s why we always give more credit to products that come with native mobile apps.
We go beyond monthly rates and cheap solutions. Instead, we focus on the value for money users get when investing in a specific product. There are three cornerstones of rating marketing analytics pricing in our reviews.
First, we have the price of the product. Here, we stick to products whose costs align with the industry average. If a platform for digital analytics is affordable and packed with features, it will score a better ranking. Similarly, if a product costs more than the average but serves multiple functions, it will be included in our table.
The second key point is subscription flexibility. We respect marketing analysis tools that let you invest in a monthly and annual subscription. If they give discounts on yearly subscriptions, that’s even better.
Finally, free trials and money-back guarantees play a considerable role in our evaluation process too. Any product with these gets boosted rankings. Being able to test a platform for free or get your money back after a month is crucial, preventing you from getting stuck with an unsuitable product.
Zoho Analytics customers report significant improvements in their ROI after implementing this tool. Scalable and extensible, the platform works for all kinds of businesses. From startups to enterprises, any company can get useful BI with Zoho Analytics. The platform integrates with 40+ apps, including Mailchimp, Google Ads, and SurveyMonkey.
This marketing analytics software comes with six principal functions. It provides full collaborative analytics by enabling you to share, develop, and analyze reports with team members. Account hierarchy makes sure that only approved people get access to relevant reports. Data blending is another area covered by Zoho Analytics, enabling users to combine insights from multiple sources, like Google Ads and Bing Ads. This capability gives you cross-platform analysis and a full overview of your marketing performance.
Data visualization software is another strength of this marketing analytics solution. With pre-built visualizations and dashboards, customers can quickly get started. Just choose your metrics of interest and get a clear picture of everything related to it. All these reports can be exported and printed with just a few clicks.
Lastly, we must mention the AI-powered smart assistant Zia that is here to give you relevant answers to any questions you have. She will generate reports and provide KPI widgets too. Zia takes inbound marketing analysis to a whole new level with smart responses and useful visualizations. This intelligent assistant has placed Zoho Analytics among the best marketing analytics tools out there.
Subscribe for a 15-day free trial of Zoho Analytics or the Free Plan to test its features. If the platform seems like the right fit, choose between four premium plans. All of these come with unlimited reports, dashboards, and workspaces. The number of users and records, however, differs.
These prices of the Zoho marketing analytics solution apply to monthly subscriptions of the online platform. Annual subscriptions come with a discount. Zoho’s on-premise sales and marketing analytics meanwhile costs $30 per user per month. It requires a minimum of five users and supports annual billing only.
Handle all marketing operations using a single platform with HubSpot Marketing Hub. Designed to help you create smart strategies and providing valuable insights, HubSpot outperforms simple campaign analytics tools. This solution works equally well for SMBs and enterprises. Companies in ecommerce, healthcare, manufacturing, and many other industries trust HubSpot with their marketing sector.
With HubSpot, you don’t need any other marketing tools. This single piece of software will automate your campaigns, handle lead management, and generate reports. It lets you combine social media marketing analytics tools with SEO, content, email, and ads management solutions.
Some classic marketing management analytics capabilities here are custom reporting and reporting dashboards. Both enable you to track core KPIs and detect underperforming areas. List segmentation helps you understand your audience better, while competitor tracking gives you insights on your rivals.
HubSpot Marketing Hub can help with your blog, content, and SEO strategy. A/B testing is another top functionality here. With this single feature, you can test different approaches effortlessly and stick to whatever performs the best. Other useful functionalities of HubSpot are multi-touch revenue attribution, website traffic analytics, and event triggers.
Integrations are critical for all sales, campaigns, and email marketing analytics software. Here, HubSpot impresses with over 370 supported apps, including Zapier, Outlook, Gmail, SurveyMonkey, and Eventbrite, among others.
To check if HubSpot works for you, claim a 14-day free trial of the software. Another way to test the platform is to get the Free Tools & CRM plan. This option, however, comes with limited possibilities and many restrictions.
There are three paid packages you can choose from. The cheapest option is the Starter Pack, which costs $50 per month and includes 1,000 contacts. Regarding analytics, it has only essentials like reporting dashboards and segmentation.
The advanced SEO, email, campaign, and content marketing analytics tools come with the Professional and Enterprise plans only. Their respective monthly pricing is $800 (1,000 contacts) and $3,200 (10,000 contacts). They are available with an annual subscription only, meaning that the advanced analytics features of HubSpot may be too expensive for startups with a limited budget.
Get access to an AI dashboard, deep marketing analytics, and a plethora of other features with Autopilot. This platform is scalable and reasonably priced. That’s why it’s the best marketing analytics software for small business but also a top solution for any large company. Being mobile-ready, Autopilot enables users to access insights from desktops and mobile devices.
Autopilot comes with a myriad of functionalities that provide digital marketing data. Its exclusive AI dashboard both generates and implements best practices. Get reliable insights and then integrate them into your marketing strategy. With this marketing analytics software, you can also track and map customer journeys. Discover weaknesses and improve pages or content that regularly underperforms.
Customer segmentation is another useful functionality that enables targeted marketing. We also have A/B testing and data-driven marketing, along with autopilot, which tackles multi-channel marketing. SMS marketing, Google Ads retargeting, and Facebook retargeting are valuable capabilities here.
Since the product is actually a full marketing automation software, it has tons of other features.
Some of these are goal and attribution tracking, website tracking, lead nurturing, and lead scoring.
Regarding integrations, Autopilot could do better. It currently supports about 50 apps like Google Ads, Mailchimp, and Facebook.
Autopilot has the best pricing policy when compared to competitors. The platform gives a 30-day free trial, which comes with all the features and up to 100 emails. No credit card is needed for the trial. The service also provides a 30-day money-back guarantee to customers too. A quick marketing analytics software comparison shows that no other platform offers the same conditions to consumers.
There are three premium plans on the Autopilot menu. Silver costs $49 per month and includes 2,000 contacts. For $149 per month, users can invest in the Gold Plan that supports 5,000 emails. Those with up to 10,000 contacts should go for the $249/month Platinum Plan. Businesses with over 10k contacts can contact the vendor for a quote.
Annual subscriptions get you respective discounts of 10% and 20% if you are billed monthly or at once. Nonprofits qualify for an additional 10% discount on all plans.
Those who prefer classic marketing analytics solutions rather than robust platforms should go for SmartLook. This innovative tool boasts high customer satisfaction rates thanks to its simplicity, efficiency, and reasonable pricing. SmartLook is extensible and works perfectly for businesses of any size.
Despite lacking some advanced functionalities, SmartLook remains a top choice in this category. The tool successfully covers analytics and reporting via customizable dashboards and email reporting. Its digital analytics tools enable users to get the metrics they want and when they want it. Track events get notifications on anomalies and discover underperforming processes.
SmartLook funnels reveal why your visitors leave your website. This functionality also lets you create funnels and track their performance. See statistics retroactively for incredibly fast insights. The platform will also provide event statistics and breakdowns. Add custom parameters to get relevant details only.
Get familiar with your audience using heatmaps and retroactive heatmaps. Segment them by device or download and share them. Two other critical web marketing analytics tools here are user identification and customer journeys. The SmartLook API will recognize your visitors by either name or email. Visitor journeys give you insights on returning users and their behavior. SmartLook offers website analytics and native mobile app analytics as two separate products.
SmartLook offers both a 10-day free trial and a 15-day money-back guarantee to new users. This makes it almost as great as Autopilot regarding the marketing analytics pricing policy.
Those interested in website marketing data analytics have three plans on the offer. Find their monthly pricing, without taxes, below.
Annual subscription gets you two months free on the Starter and Power Plans. Please note that the Free Plan comes with limited analytic functionalities.
If you want a classic marketing analysis software, TapClicks has the right solution for you with its TapAnalytics module. It covers the essentials and connects to over 200 apps. TapAnalytics by TapClicks works for small, mid-sized, and large businesses, agencies, franchises, and healthcare organizations.
No more checking multiple sources to see how your marketing strategy is doing. TapAnalytics has robust campaign analytics tools that blend all data under one roof. Get all your reports in a single place. The Smart Connector gets reports from over 200 sources, delivering in-depth insights into your operations. All these are then neatly presented via data visualization. No complicated charts or confusing figures.
Proactive notifications and warning signals keep you always informed on your performance. Detect anomalies and tackle critical issues with ease. TapAnalytics supports custom calculations and metrics too. Track the KPIs vital to your business and waste no time on other parameters.
This marketing intelligence software will segment your clients using preset rules. Use this to implement targeted marketing or draw data for a specific group of visitors. Roles and hierarchy simplify the work of your marketing team. The same applies to the drag-and-drop interface, which lets anyone create dashboards or create visualizations.
Would you like to give TapClicks a test ride? No problem. The brand offers a 14-day free trial and a product demo. Pricing, however, is provided upon request.
Simple, sleek, and scalable. That’s the best way to describe Morphio, an innovative web marketing analytics tool. This product focuses on two aspects of your marketing performance. It gives insights and spots anomalies. Morphio’s nature makes it an excellent choice for businesses of any size, regardless of their industry focus.
This platform comes equipped with a myriad of functions. Except for A/B testing, Morphio offers all the essential elements of digital marketing analytics tools. Anomaly detection, audience segmentation, and in-depth reporting are its cornerstones. These give you valuable insights into user behavior and help you deal with issues fast. Competitor SEO analysis and forecasting lead to smarter decisions and better planning.
Morphio provides meaningful campaign data too. From standard insights to stickiness reports, everything is covered. Expect some website data also, including site search reporting and load time monitoring. Morphio collects details from multiple channels, giving you an overview of different processes on a single page.
There isn’t any mention of a free trial at Morphio. Customers, however, can test the platform’s sales and marketing analytics tools by requesting a demo.
Apart from that, there are three paid plans you can go for. Each includes unlimited users, anomaly detection, segmentation, and reporting. They are offered through a monthly or a discounted yearly subscription.
The Starter Plan costs $39 per month and comes with 3 GA views. It’s perfect for startups that need basic analysis. Built for growing brands, the Essential Plan is $399 per month. It includes beta features, white labeling, and 25 GA views. Finally, for $899 per month, you can get the Enterprise Plan that comes with custom integrations, 25+ GA views, and dedicated support.
Those who seek something innovative yet efficient should go for the Pathmatics digital analytics tool. It works for publishers, brands, and agencies. The flexible platform perfectly fits any business size and handles all types of audiences. With Pathmatics’ intuitive UI, even inexperienced users can use the platform in no time.
Pathmatics divides its power into insights and tools. The first category gives you information, while the latter helps you implement your newfound knowledge. Its social media marketing analytics tools meanwhile provide valuable data on Facebook, YouTube, and Twitter strategies. Targeting strategies segments your audience, while device strategies reveal details on device usage. Dive deep into your competitors’ behavior with the advertiser comparison functionality. Use trends to see historical spending and impressions over time.
Regarding tools, here we have easy exports and visualizations of all insights. Get creative with the ad mocker or build custom reports. Customized alerts help you follow your favorite brands or main competitors. Plus, they keep you up to date with any essential happenings within your industry.
Anyone can request a demo of this best marketing analytics software. The vendor, however, provides its pricing upon request. The exact monthly price depends on your business size and selected modules.
Growing businesses, mid-sized market players, and large enterprises have found a useful companion in SALESmanago. Orange, Vodafone, and Yves Rocher are some of the top brands that use this marketing campaign analytics platform. This single tool can help you automate your marketing processes and get valuable insights into their performance.
Despite not being a classic marketing analytics software, SALESmanago is packed with top features in the field. This platform identifies customers, monitors behavior, and supports contact segmentation. Plus, it lets you set custom behavior tracking and triggers that lead to appropriate reactions when a pattern is detected.
SALESmanago has strong A/B/X testing capabilities. The platform also provides lead nurturing, email recommendations, and AI email personalization. Progressive profiling and real-time website monitoring are two other strong suits of SALESmanago when used as a marketing analytics solution. The list goes on with intelligent product recommendations, dynamic ads remarketing, and dynamic contact segmentation.
Regarding raw analytics, SALESmanago is a top performer too. Here, we have RFM, database, email marketing, product, and content analytics. The platform will provide cross channel revenue attribution and custom reports, as well.
There is both a product demo and a free trial offered to potential SALESmanago users. The brand even offers a Free Plan for Beginners with limited functionalities.
To use the platform’s sales and marketing analytics tools, you need the Professional or Enterprise AI Marketing Cloud. The vendor provides their pricing upon request.
Business size and industry don’t affect the performance of SendX. This email-marketing-specialized platform streamlines campaigns, builds your contact list, and provides insights. Any brand whose marketing game is based on email marketing will find SendX extremely helpful.
Unlike multi-purpose marketing analytics tools, SendX is oriented towards email marketing only. As such, it performs impressively. The system boasts with top functionalities like A/B testing, channel attribution, and predictive analytics. Using the intuitive SendX dashboards is incredibly easy, plus they’re customizable. So, you can create personalized dashboards with any key metrics you find critical.
Track your ROI, performance, and campaigns using one product. Map customer journeys and detect common issues. SendX will handle contact segmentation and channel attribution too.
All these features make SendX a top email marketing analytics software. Still, the platform underperforms in terms of integrations. It supports only 16 apps and tries to compensate for this with its Zapier connection.
Start a free trial or book a product demo to see SendX in action. Then, subscribe to the Business or the Enterprise Plan of the product. The only difference between these two is in the Advanced Customer Success module, which is included in the latter. Otherwise, they both have all the SendX features.
The pricing of this digital marketing analytics software depends on your subscriber count. The price of the Business Plan starts at $9.99 per month ($7.49 when billed annually), and grows alongside your contact count. Thus, businesses with 10,001-15,000 subscribers pay $79.99 per month ($59.99 if billed yearly). All plans include unlimited emails.
Track ROI, leads, behavior, and more with the comprehensive GetResponse email marketing platform. This product can handle your operations, regardless of whether your contact list counts 1 or 100,000+ people. If your business relies on email marketing, GetResponse is among the best marketing analytics tools to invest in.
Real-time activity tracking gives you stats on open rates, CTR, and other relevant metrics. Discover patterns and optimize your processes accordingly. GetResponse provides mobile via stats too. Find out which devices are used the most and compare desktop vs. mobile stats.
Email comparison and A/B testing are two other top marketing analytics tools. These let you test multiple concepts and find whichever works best. GetResponse enables you to create autoresponders and then generates insights for them. It also provides stats on contacts and social sharing across multiple channels.
We also want to mention one-click segmentation as a top functionality here. It’s topped with smart reporting, automated reports, and interactive graphs. GetResponse gives you deep insights into your marketing performance with all these functions.
GetResponse boasts a 30-day free trial and a starting price of only $15 per month. These place it among the most affordable web marketing analytics tools. The platform has four premium plans, whose pricing depends on your list count. Below, we will outline the monthly price for a list size of 1,000 contacts.
Subscribing for 12 or 24 months gets you discounts of 18% and 30%, respectively. Nonprofits that qualify for the GetResponse Nonprofits Program can get a discount of up to 50%
Did you know that thousands of people go for the first product they find? This leads to failed investments because a platform must work for your specific needs. Choosing the right software goes beyond our table, reviews, and pricing. You should, instead, find an option that suits your needs and budget.
If you’re not sure how this works, have on fear. Let us guide you through the selection process with three simple steps. Following our marketing analytics solutions buying guide won’t take you long. It will, however, lead you right to the best tool for your business.
Tools for analytics of marketing programs can perform five standard actions. Which one do you need the most? If social media analytics is your priority, then weed out all products that don’t offer this service. Also, remove platforms targeting businesses of a different size. They may lack features and scalability or be pricey and packed with functionalities you won’t use.
Shortlist any digital marketing analytics software with all the features you need. To do this, you should first determine your needs by creating a list of must-have functionalities.
Add any marketing tools that seem relevant to your operations. There’s no need to restrict yourself here. Add anything that aligns with your marketing program like A/B testing and automation. Remove software that lacks these, even if it’s among the top marketing products.
Finally, it’s time to define your budget. There are amazing platforms on the market that cost too much. There are also free options that underperform. Your goal is to find marketing analytics software that has the functions you need, and costs no more than you can invest.
So, decide how much you can spend on this product. Then, focus on services that survived Step 2 and align with your budget. We highly recommend you stick to options with a free trial to see if a platform is a good match before committing to it financially.