Every business generates data and records it as part of its operational requirements. Data, particularly those related to company websites, can come in many forms, such as the number of users who visit your site and their locations or, rather, the number of them who buy products from your site, among others. .

Left unattended, data can be treated as simple gibberish that takes up valuable server space, while analyzed with the right tools and acted upon, it can be transformative for business. The web data analysis methodology includes measuring user traffic, predicting performance, measuring customer satisfaction levels and other business attributes through the use of statistics and computer programming.

Why is web data analytics important?

  • To find out the current level of performance of your website and areas for improvement.
  • Extract actionable insights to improve marketing strategies, drive performance, and improve decision making.
  • Know the profile of users and understand their browsing and purchasing patterns.
  • To predict changing user behavior, market dynamics and their impact on the business.

As the challenges companies face become more complex and data patterns more difficult to manage, the use of analytics tools has become more important than ever. Therefore, to take advantage of the functionality of the tools or services available for the benefit of your company, hiring professional online advertising services with the right experience can be a well thought out strategy. Let’s take a look at the top five web analytics tools that are widely used by most businesses today and the ones you can easily use to help transform your business.

Google Analytics – Possibly the most popular of all existing web analytics tools, it comes free with the following attributes. However, a subscription-based version called Google Analytics 360 is also available for business users.

  • Track and collate the source of web data distributed across channels, devices, and locations.
  • It tracks user activity on a website based on performance-related metrics such as total number of visits, transactions, revenue, etc.
  • Analyze user activity on the site, including areas (pages) from where users appear to have bounced
  • It provides detailed reports that can help improve digital marketing strategies, such as social media campaigns, as well as target better search engine rankings and conversions.

An important aspect of Google Analytics related to online advertising is called Google AdWords, which offers personalized services like Pay Per Click (PPC) and Cost Per Acquisition (CPA). Known for being the highest revenue stream for Google, this paid marketing service is used by advertisers and web marketers to display product listings, ad copy, and video content at the highest levels of Google’s SERPs.

However, the only area where Google Analytics lags is in providing the full real-time data description, which it does to some extent, but only with some data points.

Kissmetrics – Unlike Google Analytics, Kissmetrics provides comprehensive web-related data on user activity in real time. Shows individual user activity over a period of time spanning all devices, locations, and time. It provides information on specific individuals or groups of users and is especially useful for mobile applications and e-commerce sites. And yes, it is not free with fees starting at $ 200 per month.

Clicky – The tool provides comprehensive real-time data on individual user activity, search rankings, and video analytics. Interestingly, it provides a heatmap traction of users in real time via an online widget. The best part is that it’s free for up to 3000 page views per day, but it charges $ 19.99 per month beyond that.

The tool also alerts you when your site goes offline. It does this by maintaining a tab on your site from five different locations around the world. Therefore, it helps companies work towards real-time optimization of business data to achieve better results.

Woopra – This real-time analytics tool has a unique live chat feature that allows site owners or web marketers to chat with users who visit the site. This feature can provide important information about a site from the user’s perspective and helps to improve deficiencies (if any).

Also, by using the AppConnect feature of the tool, you can connect with other platforms like Salesforce, WordPress, HubSpot, MailChimp, etc. It is available in free (up to 30,000 shares per month) and paid versions (up to $ 1,199.95 per month and above with advanced enterprise-level features).

FoxMetrics – Available at $ 299 per month, the site provides actionable information to website owners related to users’ browsing behavior over a period of time that includes making sales. By using the tool, you can even track customers who have abandoned shopping carts through targeted emails and offers. The tool allows you to create user surveys and feedback forms, as well as direct users to the pages that best suit them.


Web analytics tools can provide important information about user traffic, various aspects of it, and its changing dynamics. However, such information will be of no use unless appropriate measures are taken to improve the user experience and therefore possible conversions. In the article, the 5 best web analytics tools have been discussed in terms of their use in digital marketing. Readers are invited to comment on it.

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