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12th of March 2020 9 Minutes read

20 Best website analytics tools for 2020

Finding the best website analytics tools depends on your needs

As we dive into the new decade, for all webmasters and small business owners, one thing remains just as important as before: measuring your website’s performance. You cannot have a clear idea about how your business is doing unless you use a tool for that.

While a lot of people immediately think of Google Analytics when they hear about web analytics in general, there are many other alternatives out there, worth looking into.

Each of these options comes with its own way of interpreting and presenting valuable data about your site’s performance and other website data. The things they focus on are diverse, so the list should not be seen as a “table of standings”. You can’t really do a full comparison, since these tools tend to do different things.

Among all these platforms, you can surely find the best website analytics tool, or, even better, the one that suits you and your website the best.

Chartbeat

Chartbeat is a tool for businesses that are constantly posting content on their website, such as media companies. It follows users and looks at the way they interact with the content, building real-time and historical dashboards, in-page optimization tools and reporting. It is a great tool to use if you want to find out who your main readers are and understand which stories they resonate with and why.

Flurry

Flurry is an analytics tool for mobile apps. With it, you can track installs, app engagement, the time spent within the app, among other things. They offer usable features to surface those important insights that help an app grow.
It works for both Android and iOS and you do not have to be a programmer or any kind of specialist to understand it. 

Crazy Egg

This tool helps you understand the customer journey. It uses snapshots, heatmaps and recordings. You can then use the data it gathers to make the changes to your website that it needs. 
You will understand how people browse your website, and where in the eventual buyer’s journey they are dropping off. They also have an A/B testing feature that allows you to make data-backed decisions about the website, based, again, on user experience. 
 

Visitor Analytics

Visitor Analytics is an all-in-one, completely GDPR-compliant website analytics tool that makes visitor tracking easy. 
The platform is very user friendly and tracks both statistics and behavioral analytics, without needing help from a marketer or a specialist in website analytics. You will be able to know precisely how your website is performing, regardless of your technical skills..
You can easily connect Visitor Analytics to pretty much any type of website, no matter the builder platform. You will have all your key stats at a glance, as well as detailed information for all your visitors. The tool has also advanced from website traffic analytics to new features such as visitor recordings and heatmaps. All of this in an user-friendly dashboard.
 

Intercom

Intercom has got a set of tracking and analytical tools that help you get a better understanding of who the people that are using your web app are.
You can be tracking them now and interacting with them immediately after. Besides that, it makes the process of onboarding new clients easier, helps you announce new features and improve the customer experience.
 

SEMrush

SEMrush is a bit of a different type of analytics tool, in comparison to others on this list. It focuses on SEO analytics. SEMrush has a multitude of SEO tools that will enable you to actually see the results of your SEO efforts. This analytics platform performs competitor analysis: it looks at your backlinks and digs deep into the data to help you understand what you have to do in order to out-rank the competition. It monitors your brand name, performs keyword gap analysis and analyzes your digital marketing efforts.

Parse.ly

Parse.ly enables you to gather insight into how your visitors are interacting with your site and content. You will know exactly where people clicked. You will be able to make better decisions when it comes to marketing once you will have a clearer picture of what keeps your website visitors engaged for longer periods of time. In time, having this information will help you know what to do in order to reduce the bounce rate and increase conversions.

Clicky

Clicky offers real-time updates for web-analytics. The main dashboard, however, may be a little overwhelming for beginners. 
They have a link report, which ensures you see exactly the traffic sources, every external website that is directing users to your website. 
It also helps you monitor Twitter tags, keywords and retweets.

Goingup

If what you need is a basic SEO tool for your website, Goingup is the answer. It doesn’t have all the features you need for an extensive analysis, but it allows you to track your visitors, sales and conversion rates. It also offers search strategies and helps you improve your Google Page Rank.

Adobe Analytics

This tool offers real-time analytics. You can track user activity on social media, third-party data integration, for your videos and mobile users. 
Its advanced segmentation makes aggregated data on your website easy to understand. This helps you spend more time implementing new and improved strategies instead of trying to figure out what these strategies should be. 

Optimizely

Optimizely claims to be an experimentation platform. So it enables you to not only analyze your website, but also perform deep personalization and experimentation into it and across the customer experience. 
You can perform more than just one A/B test on each page. It is, however, aimed for big interbrand companies. So if you only have a small business, it might be better to choose another one.

Woopra

Woopra lets you visualize and optimize every step of the customer journey. Understanding how every touchpoint affects the customer experience will drive growth and retention. 
You get detailed information about what users are doing, as well as who is making payments or opening emails. It triggers custom real-time actions when a customer interacts with you and helps you build stronger customer relationships.

Google Analytics

You cannot have a list of website analytics tools without mentioning G.A. Google’s tool is one of the most popular, if not the most popular digital analytics software. 
It performs an automatic collection of data. You then can create customized reports of said data. You just pick the dimensions and metrics you want to analyze and decide how you want them to be displayed. It can easily be integrated with other tools and platforms, especially Google Ads. 
It gathers information about your visitors, such as age, gender, interest, device, and location (the demographics are actually estimates or assumptions). You can also see which platforms you should target, as they drive a lot of traffic and can engage potential customers. You can set up goals that will help you track the customers’ journeys based on their actions. However, for some, Google Analytics may be rather hard to understand, which is why, in a previous article, we suggested a Google Analytics alternative.
 

Statcounter

StatCounter is one of the most well established website analytics tool on this list, as it has been around for many years now. Its hit counter measures the activity on your website instantly to give you feedback that is relevant to your business. It has log-time, tracking all visitors, first-time or returning. 
They have a magnifying option that lets you get a detailed overview of each individual visitor. It tracks where visitors come from and what parts of your website they like to stay on most. 
You can turn on notifications and see when an individual visitor returns to your website. You can choose to be alerted by email or on your mobile device, because they also have a mobile app.

Hotjar

Hotjar is another popular analytics tool, but it does not focus on website statistics and traffic, but rather on user behavior insights and collecting feedback. It aims to help you understand how visitors interact with your website. 
Hotjar uses heatmaps, visitor recordings, conversion funnels, form analysis, surveys and feedback polls. 

Matomo

Matomo is a web analytics platform that aims to give you information about the entire user-journey of the people who visit your website. It has conversion optimization tools that help you implement the changes that need to be made and increase conversions.

Mixpanel

One of the main features of Mixpanel is event tracking. You can basically specify which events you want them to track without knowing how to code them by hand. Other features include correlation analysis, impact analysis and user profiles.

GoSquared

GoSquared helps you see how long a unique visitor has been active on your website. When someone first visits your website, a ‘ping’ is sent to GoSquared. The ping works in the background until the visitor leaves the website. It is, of course, silent.

Kissmetrics

Kissmetrics helps you get to know your customers through data-driven insights and then engage them with targeted email and Facebook campaigns, so that they become buyers. You can view the entire journey across devices, so that you know what your customers are doing, and what’s working and what not. You can access all your data at all times, without sampling or history limits.

Mouseflow

Mouseflow helps you find out why your visitors aren’t converting into customers. They basically record frustrated users, JavaScript errors, friction and more. You can watch how people use your site. It eliminates guesswork so you can take action sooner.

Conclusion

We reached the end of our list of best 2020 website analytics. As you may have noticed, the tools we’ve chosen for this list are very diverse, with some focusing on website statistics, others on event tracking or user behavior or SEO measures. We would like to underline again the fact that this is not a “table of standings”, as these tools might be very difficult to compare. Instead of looking for an absolute best website analytics tool, you should be looking for the one that best suits your needs.

What tools do you use?

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