We’ve put together the top 20 web analytics tools we recommend checking out, which will help you to identify website visitors, track your visitors’ behavior, conduct and track A/B tests, personalize your website and make your site as user-friendly as possible to deliver more leads.
Crazy Egg
Crazy Egg is a heat map web analytics tool, helping organizations conduct A/B tests, understand user behavior and optimize content. Admins can analyze heat maps, scroll maps, and visual reports to see how people interact with their website.
- Heat maps
- Session replays
- Monitoring
- Data segmentation
- Click tracking
- Mouse movement
- Frustration tracking
Hotjar
Hotjar provides insights that show how users behave and what they feel strongly about, so product creators can deliver real value to them.
The most popular Hotjar features include:
- Heat maps
- Session replays
- Monitoring
- Data segmentation
- Survey
- Click tracking
- Mouse movement
- Conversion
- Side-by-side analysis
- Webpage element analysis
VWO Insights
VWO is an enterprise program for visitor behavior tracking and site optimization. This web analytics tool highlights user experience bottlenecks so that you can frame your user experience problems and work on them.
The most popular VWO Insights’ features are:
- Heat maps
- Session replays
- Data segmentation
- Conversion opportunities
- Mobile device analysis
- Data quantification
- Webpage element analysis
Google Optimize
Whether it’s a custom-tailored message at checkout or a completely revamped homepage, Google Optimize shows you which site experiences engage and delight your customers, and gives you the solutions that you need to deliver them.
Google Optimize allows you to conduct a range of tests on your website, including:
- A/B or A/B/n Tests
- Multivariate Tests
- Redirect Tests
- Server-Side Experiments
- Additional Simultaneous Experiments (Optimize 360 Only)
- Personalization
Optimizely
Optimizely is an experimentation platform aimed at enterprise customers. Their tool is powerful and targeted at websites with high traffic—in other words, companies that are very serious about testing and personalization.
- A/B testing
- Multivariate testing
- WYSIWYG functionality to make updates without developers’ supervision
- An inbuilt CMS platform
- AI-based product recommendation engine
- Integrate with your workspace tools
Whizeo
Whizeo is a market-leading B2B analytics platform, designed to maximize your lead generation and revenue from your website.
Using the world’s largest global IP database, Whizeo identifies, qualifies and welcomes your website visitors’ on site to increase engagement and deliver significant uplifts in website leads.
Whizeo’s features include:
- A sequence of engagement apps for visitors that are tailored to their needs, outreach preferences, purchase history, and profile
- Built-in machine learning which reviews and recommends changes to increase your conversion rates
- Access to a dedicated CRO expert with experience on what works specifically in B2B
- A full suite of analytics to provide you with detailed insights into your website
Google Analytics 4 (GA4)
No surprises here! The most popular web analytics tool has recently had a complete overhaul.
The new features you’ll find in GA4 include:
- Predictive analytics
- Create custom reports
- Create and track up to 300 Events
- Create and track up to 30 Conversions
- Customize automated tables
- Anomaly detection
- Easily create Audience Segments
Clickmeter
With Clickmeter, you can monitor, compare and optimize all your marketing links. Their platform allows you to manage redirection, track events and monitor the status of all your external links and traffic sources.
Clickmeter’s features include:
- Affiliate marketing tools
- A/B test rotator
- Detailed reporting
- Conversion and revenue tracking
- Retargeting/remarketing tools
PageSpeed Insights
Your site’s loading speed can put visitors off and might be losing you potential customers. PageSpeed Insights is a free web analytics tool from Google that gives you a detailed report on how quickly your site loads on both mobile and desktop and where you can improve.
PageSpeed Insights reports includes:
- First Contentful Paint
- Speed Index
- Largest Contentful Paint
- Time to Interactive
- Total Blocking Time
- Cumulative Layout Shift
Intercom
Intercom is a Customer Communications Platform. It shows you who is using your product or website and makes it easy to personally communicate with them with targeted content, behavior-driven messages, and conversational support.
With Intercom, you can:
- Track, filter, and segment your customers
- Use bots to qualify, route and schedule meetings with leads
- Send targeted email, mobile push and in-app messages
- Capture customer feedback
- Automatically answer customer questions and resolve simple issues
The Domo Business Cloud
Domo allows you to set goals and track performance for a range of uses. You can combine data from third-party platforms into one central location which can be shared with the relevant people within your organization.
Features include:
- Integrations with over 1,000 other platforms
- Visualize results with detailed reporting and dashboards
- Share data with the right people in your organization
- Access pre-built apps designed to address specific business needs
Segment
With Segment, you can connect all of your customer data in one place. You can get a full view of your customer across all apps, platforms, departments, and stages of the buyer journey. Standardize data collection, unify user records and route customer data into any system where it’s needed.
Features include:
- Design cross-channel engagement
- Customize your customer data pipeline
- Transform and load customer data
- Accelerate compliance with GDPR & CCPA
- Create intelligent customer engagement
- Explore over 300 integrations
Ahrefs
Ahrefs is an SEO software suite that contains tools for link building, keyword research, competitor analysis, rank tracking, and site audits. This easy-to-use web analytics tool gives you detailed insights into your website’s SEO performance, flags things that may be having a negative effect on your SERP rankngs, and shows you how you measure up against your competitors.
Ahrefs allows you to:
- Audit and optimize your website
- Analyze your competitors
- Find keywords your customers are searching for
- Learn from your industry’s top-performing content
- Track your ranking progress
Pingdom
Pingdom offers uptime and performance monitoring for your website, using more than 70 global polling locations to test and verify your website. Help ensure web application availability by proactively monitoring your web applications, APIs and networks. When your website’s down, you and your team will receive an immediate alert, complemented with a root-cause analysis report and outage details for efficient troubleshooting.
Pingdom’s features include:
- Real User Monitoring (RUM)
- Transaction monitoring
- Page speed monitoring
- Uptime monitoring
- Immediate alerts
- Root cause analysis
SimilarWeb
SimilarWeb Pro is a Business Intelligence solution that utilizes the largest international online panel, which allows it to aggregate traffic statistics of any website and display them in neat dashboards. Known for its competitive web measurement and online intelligence, SimilarWeb Pro became a widely known Business Intelligence solution that aids in monitoring a business’s health and helping them make smarter decisions for strategic or short-term planning.
Features include:
- Website data
- Engagement metrics
- Side-by-side website traffic comparison
- In-depth competitor keyword analysis
- Competitor website traffic analysis
- Email and social media traffic reports
- Keyword research tool
Screaming Frog SEO
The Screaming Frog SEO Spider is a website crawler that helps you improve onsite SEO, by extracting data and auditing for common SEO issues. The tool can crawl both small and very large websites efficiently while allowing you to analyze the results in real-time. It gathers key onsite data to allow SEOs to make informed decisions.
With Screaming Frog, you can:
- Find broken links
- Audit redirects
- Analyze page titles and metadata
- Discover duplicate content
- Review robots and directives
- Visualize site architecture
Woopra
Woopra is a customer analytics platform that uses consumer behavior analytics technology that is intuitive so that users can more efficiently understand their customers. Through several contact points in different devices, Woopra provides customer data synchronization in real-time, with regular updates of customer profiles and continuous activity monitoring.
Customer reports based on evidence can be created with Woopra’s customer profiles and segments and these reports can be utilized for a number of business purposes. Custom live dashboards can be generated that integrate key KPIs of the organization.
Features include:
- Real-time notifications
- Data from live chat
- Customer profiles
- Funnel reports
- Scheduled tasks
- Create custom reports
- Build customer segments
SEMrush
Semrush is an SEO web analytics tool that does your keyword research, tracks the keyword strategy your competition uses, runs an SEO audit of your blog, looks for backlinking opportunities, and lots more. They hold the largest keyword database available on the market, with data on over 22.3 billion keywords.
Features include:
- Keyword research
- On-page SEO
- Competitor analysis
- Content marketing
- Local SEO
- Rank tracking
- Social media management
- Link building
Moz
Moz is an all-in-one SEO toolset, combining several SEO solutions in one platform. You can conduct site audits, track your rankings, analyze your backlinks and research keywords all in one place. Moz Pro will ensure you’ve got maximum potential to rank for your target keywords by auditing the content on your pages and recommending specific improvements.
Moz features include:
- Site audits
- Rank tracking
- Backlink analysis
- Keyword research
Cyfe
Cyfe is a cloud-based all-in-one dashboard application for small to midsize businesses that enables users to monitor all marketing channels including SEO, SEM, email marketing, web analytics, social media and more.
It supports a variety of monitoring widgets including Salesforce, Google AdWords, Google AdSense, Bing Ads, Campaign Monitor, Mixpanel and more.
Key features include:
- Pre-built widgets
- Push API
- Real-time reports
- Data exports
- TV mode
- White labeling
- Branded reports and dashboards
Kissmetrics
KISSmetrics is a powerful web analytics tool that delivers key insights and user interaction on your website. It defines a clear picture of users’ activities on your website and collects acquisition data of every visitor.
Features of Kissmetrics include:
- Management of data
- Events
- Reporting
- Campaigns
- Customer profiles
- Accounts
- Billing
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
Parse.ly
Parse.ly gives creators, marketers and developers the tools to understand content performance, prove content value and deliver tailored content experiences that drive meaningful results.
- See where readers are coming from
- Get tips on how to increase traffic & engage your audience
- Integrations with social media and search engines
- Receive insights via mobile, email, or slack
- Give your readers personalized recommendations
UserTesting
UserTesting is a platform for getting rapid customer feedback on almost any customer experience you can imagine, including websites, mobile apps, prototypes, and real world experiences. You’ll receive audio and video recordings of real people from your target market speaking their thoughts as they complete tasks you specify.
Flurry
Flurry is a free mobile app analytics solution that helps improve app engagement, run data-driven product roadmaps, boost user acquisition efforts and more. Flurry also includes crash reporting, push notification management and remote configuration.
Flurry Analytics provides real-time metrics for iOS and Android apps around usage and retention as well as geographic, demographic and technographic insights. Tailor Flurry Analytics to your app by adding up to 500 custom events as well as unlimited parameters for uncompromised detail.
With Flurry, you can:
- Real-time metrics for iOS and Android apps
- Geographic, demographic and technographic insights
- Track up to 500 custom events
- Audience segmentation
- Crash reporting
- Push notification management
- Remote configuration
Facebook Audience Insights
Facebook Audience Insights gives you aggregated information about people connected to your Page and people on Facebook so you can create content that resonates and easily find more people like the ones in your current audience.
With Audience Insights you can:
- Get a detailed demographics overview
- Learn about lifestyles
- Identify the content your audience loves
- Learn more about users who took actions on your page
- Create effective ads for your target audience
Google Search Console
Google Search Console is a free service offered by Google that helps you monitor, maintain and troubleshoot your site’s presence in Google Search results. Search Console helps you understand and improve how Google sees your site.
With Google Search Console you can:
- Optimise your content with Search Analytics
- Get your content on Google
- Get alerts on issues and fix your site
- Understand how Google Search sees your pages
GoSquared
GoSquared web analytics provides real-time website analytics to sites of all sizes. The real-time dashboard displays website analytics on an individual visitor basis, so you can drill down and learn more about your visitors.
Features include:
- Real-time metrics
- Instant comparisons
- Smart predictions
- Event metrics
- Daily email reports
Zuko
Zuko is an online form + checkout analytics and optimization tool. Zuko is a form analytics platform that tells you when, where and why your potential customers are dropping out of your web forms and checkouts and not coming back.
With Zuko you can:
- Understand when, where and why visitors abandon your forms
- Get data on each form field to identify where your UX issues are
- Get insight into how you can improve your forms
- View individual visitor journeys
- Create custom dashboards
Lead Forensics
Lead Forensics is a web analytics tool that provides granular detail on what previously anonymous B2B users are doing on your site. With our world-leading database you have access to key B2B decision-makers, so you can reach out, armed with knowledge of what your prospect is interested in, converting more of your website visitors.
Features include:
- Identify anonymous B2B visitors
- Live monitoring of your site
- Track user behavior
- Custom reports
- B2B contact details
Thank you
Thank you for reading our latest best practice guide on our B2B Marketing Blog – “Top 30 web analytics tools for 2025” We publish new blogs every week, so please subscribe for alerts, or head back here for more.
You may also be interested to read “12 B2B lead generation strategies that actually work”
And, if you’re interested in knowing who is visiting your B2B website, you can request a demonstration of Lead Forensics here.
