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Business Intelligence

7 Top-Rated Web Analytics Software

Nov 9, 2023

Web analysis involves analyzing visitors’ behavior on your website. Here are top-rated tools to automate behavior tracking and identify performance issues.

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Barkha BaliWriter
7 Top-Rated Web Analytics Software

As a marketing manager, do you spend hours trying to figure out why your website traffic and conversion rate are declining continuously? Or, perhaps you are familiar with the fact that poor website performance can hurt your ability to convert visitors but don’t know where to start. That’s where web analytics software can help.

Website analytics software solutions track and analyze visitor data, including who they are, how they found your site, what path they take through the site, and the actions they take while there. Using these insights, you can isolate the root cause of your website’s performance issues.

This article highlights seven top-rated web analytics software solutions, in alphabetical order, based on verified software reviews. (Read how we shortlisted these products at the end of this article.)

We’ve categorized these products into two groups: dedicated website analytics tools and form building tools with web analytics capabilities. Irrespective of the category, all tools include the core website analytics software features—activity dashboard, conversion tracking, and customer journey mapping.

GA_11092023_Topratedwebanalyticssoftware-pricechart

1. Contentsquare

Contentsquare is a web analytics tool that maps visitors’ website journeys and generates reports on the pages and elements they find interactive. It helps marketing teams drill down into website traffic to segment visitors based on their traffic source and behavior. It includes a digital happiness index that assigns a score to measure a visitor’s website experience. A high score indicates the visitor had a positive and satisfying experience. The software also uses session replays to reconstruct individual visitor sessions, identify problematic areas, and troubleshoot their cause.

Product features of interest*:

  • Zone-based heatmaps: Color-code specific website areas with high (hotter colors—red or orange) and low (cooler colors—blue or green) visitor interaction. Analytics teams can define and create zones on webpages or any specific content area they want to monitor.

  • Intent-based scoring: Analyze the interactions of website visitors to measure their intent and understand whether they’re browsing casually or looking to make a purchase. This feature helps optimize marketing strategies and content based on high-intent activities, such as adding items to a cart or spending significant time on pricing pages.

  • Reverse journey tracking: Analyze visitors’ paths on the website in reverse order—starting at the conversion or exit points—to identify the steps leading to those outcomes. Marketing teams can use this approach to optimize website design, content, and CTAs to engage visitors better and improve their experience.

Customer support options: FAQs and help center

Starting price: Available upon request from the vendor

Who should consider Contentsquare?

Contentsquare can be a suitable option for businesses looking to improve conversion rates by replicating successful website journeys. Its reverse journey tracking feature monitors visitors’ steps backward—starting from the conversion or exit point—to help identify the exact sequence of actions that led them to complete a purchase or exit the site. This insight enables marketing teams to replicate successful user paths for other prospects to increase the chances of conversions. Moreover, understanding the exit points in reverse allows the analytics team to pinpoint obstacles or issues that cause visitors to abandon the website and take corrective measures to fix those issues.

*Analysis performed October 2023

2. Lucky Orange

Lucky Orange is another dedicated web analytics tool. It helps create dashboards to monitor visitors’ movement through the funnel, traffic sources, and behavior trends. It allows marketing teams to record and replay website sessions to categorize bounced, confused, and frustrated visitors. Additionally, the software offers a live view of each session, enabling marketers to record website areas with the highest and lowest visitor interactions. It also lets them design single or multi-question surveys to identify leads, understand visitors’ pain points, get feedback, and boost engagement.

Product features of interest*:

  • Live chat: Give visitors an option to start a chat when they need help. Marketers can answer common questions with a saved response from a dropdown list, use post-chat surveys to collect feedback, and customize the chat window to match their brand identity.

  • Form analytics: Monitor metrics related to website forms. These metrics help identify fields visitors are working on before abandoning a form, track how long visitors are on a page before starting to fill out the form, and pinpoint forms getting the most activity across the website.

  • Visitor profiles: Create a profile for each website visitor to record their demographics, browsing habits, and time spent on the site. Marketing managers can track visitors’ conversations with the support team and add internal-only notes to save important client information.

Customer support options: Live chat and help center

Starting price: $32 per month

Billing cycle: Annual

Who should consider Lucky Orange?

Lucky Orange is worth considering for marketing analysts who want to validate their hypotheses about visitors’ preferences and needs using quantitative data. The software allows analysts to create and deploy single-choice or multiple-choice question surveys on websites to test their assumptions directly. These surveys help gather feedback from visitors and provide insights into their experiences, opinions, and preferences. Analysts can also use the surveys to benchmark visitor satisfaction and track the impact of changes made to the website, helping avoid costly changes based on incorrect assumptions.

*Analysis performed October 2023

Pro tip

Identify your website challenges to pick the right software features. For instance, if you’re trying to increase website traffic, consider a tool that tracks traffic sources and helps identify the most effective marketing campaigns. Similarly, if you're trying to improve conversion rates, look for a tool that tracks how visitors interact with your website and identifies website sections or pages with the highest abandonment rates.

3. Matomo

Matomo is a free and open source web analytics platform with self-hosting capabilities. It enables marketers to create visitor profiles to track website interactions, including page views, visit duration, and specific actions. Its A/B testing functionality lets them compare different versions of a web page to determine which one performs better in terms of visitor engagement and conversions. Marketers can also monitor and analyze specific user interactions on their website, including button clicks, video playbacks, and file downloads.

Product features of interest*:

  • Heatmaps: Use heatmaps to visualize visitor engagement on web pages. Heatmaps use color-coding to show where visitors click, move their cursors, or spend the most time on a web page. 

  • Visitor geolocation: Get insights into the geographic location of website visitors. This data helps understand where visitors come from, allowing marketers to tailor their content, marketing, and services accordingly.

  • Security and access control: Manage user access and authentication to ensure only authorized individuals can access website analytics data. This feature ensures the confidentiality and integrity of sensitive analytics information.

Customer support options: Email and knowledge base

Starting price: $23 per month

Billing cycle: Annual

Who should consider Matomo?

Matomo’s data privacy and self-hosting capabilities make it a suitable option for website owners who need to comply with regulations such as the General Data Protection Regulation (GDPR). When data is hosted on an organization’s personal servers, instead of a third-party cloud provider’s servers, it comes under the direct control of the organization. It means they can manage the data themselves, including how it is stored, processed, and accessed. Self-hosting enhances data security by reducing exposure to data breaches and unauthorized access.

*Analysis performed October 2023

4. Microsoft Clarity

Microsoft Clarity is web analytics software that offers heatmaps, session recordings, and analytics to analyze how visitors interact with a website. It helps find bugs in web pages, identify improvement areas, and understand why visitors are abandoning the conversion process. With click, scroll, and area heatmaps, marketing analysts can identify elements of high engagement and check how far visitors have scrolled. They can compare two heatmaps simultaneously to assess behavior between different user segments and time frames. They can also conduct A/B testing to compare two versions of a web page and identify which one performs better in terms of visitor engagement.

Product features of interest*:

  • AI insights: Use machine learning and deep AI components to automatically capture patterns in visitor behaviors and get recommendations on changes to make.

  • Rage and dead clicks: Identify areas with low user interaction by capturing rage and dead clicks. Rage clicks are instances when users repeatedly click on a particular element out of frustration, indicating a potential issue. Dead clicks occur when users click on non-responsive elements.

  • Google Analytics integration: Connect with Google Analytics to gather detailed insights into visitor behavior and website metrics, including user sessions, page views, and pages with high bounce rates. This integration also offers insights into visitors’ demographics, geographic locations, and devices.

Customer support options: Chat, email, and phone

Starting price: Forever free

Who should consider Microsoft Clarity?

Marketing teams that use Google Analytics alongside Microsoft products can consider Microsoft Clarity. Google Analytics primarily focuses on quantitative data, such as traffic sources, page views, and conversions. In contrast, Microsoft Clarity provides qualitative data, including heatmaps and session replays, that shows how users interact with a website. By integrating these tools, marketers can better understand visitor behavior, enabling data-driven decisions for website enhancements.

*Analysis performed October 2023

Pro tip

Prioritize A/B testing, also known as split testing. This process involves creating and comparing two or more variations of a web page or element, each with slight differences, to determine which variation performs the best in terms of achieving specific objectives, such as increasing conversions or reducing bounce rates. A/B testing enables evidence-based decisions to enhance a website’s user experience.

5. Mouseflow

Mouseflow web analytics tool allows marketing teams to replay sessions to understand how visitors interact with their websites, what captivates them, and where they lose them. It lets them categorize website visitors based on traffic sources, geographic locations, and marketing campaigns for targeted analysis. The software records visitors’ interactions with website form fields, including where they click, type, or abandon the form. This data helps marketers understand which fields are causing friction and where visitors might get stuck.

Product features of interest*:

  • Friction event scoring: Automatically tag friction events on the website to identify and flag elements or interactions that might be causing issues for visitors. Marketers can define specific events such as clicks or form submissions, assign numerical scores to each event, and track them to capture friction points.

  • Conversion funnel optimization: Set up conversion funnels for specific user paths or processes on the website. Marketers can compare visitor journeys to find the most profitable path, channel, referrer, and more. They can also watch session recordings of dropped and converted visitors to optimize their website’s user funnel.

  • User feedback tool: Trigger feedback requests in response to specific visitor behavior, such as click rage (rapid and frustrated clicking due to some obstacles or difficulties on a website) and click errors (errors or unexpected outcomes after clicking on elements or links).

Customer support options: Call, chat, and email

Starting price: $31 per website, per month

Billing cycle: Annual

Who should consider Mouseflow? 

Websites can have numerous potential issues, but marketing analysts need to identify which ones to tackle first. Mouseflow's friction event scoring functionality offers a data-driven approach to identify specific pain points and bottlenecks in a website visitor’s journey. This feature pinpoints the most critical and high-impact problems, ensuring resources are assigned efficiently. Moreover, it allows analysts to measure the impact of website changes or optimizations made over time. By tracking friction events before and after changes, they can assess whether the modifications had the desired effect on user experience.

*Analysis performed October 2023

6. Serviceform

While Serviceform primarily focuses on building lead forms, it provides web analytics capabilities to analyze form interactions and conversions. The software tracks and records website form submissions, allowing marketers to track the submission date and time, the submission source (for example, a specific web page), and any data collected through the forms. Marketers can also track visitors’ behavior on their website, including the time spent on each page, the number of interactions with form fields, and how far users scroll down a page.

Product features of interest*:

  • Device and operating system analytics: Track and record the type of devices (desktop computers, mobile phones, or tablets) and operating systems (iOS, Android, Windows, or MacOS) visitors use to access the website. Businesses can use this information to tailor their website’s design and optimize its performance.

  • Unified data tracking: Collect data from various sources, such as chatbots, dynamic forms, pop-ups, and floating bars, and save it in a centralized repository. Marketers can use this data repository to create targeted and personalized campaigns.

  • Reporting and exporting: Generate reports on a variety of website metrics, including website traffic, user behavior, conversion rates, form analytics, and live chat analytics. Users can export the reports in the CSV, PDF, and Excel formats.

Customer support options: Call, email, and knowledge base

Starting price: $9.51* per month

Billing cycle: Monthly

*Converted from EUR to USD on Oct. 20, 2023, using xe.com.

Who should consider Serviceform? 

Serviceform is worth considering for marketing teams that want to centralize website data scattered across tools or platforms, such as chatbots and forms. This software pulls and stores website data from multiple sources in a single centralized location. By relying on a unified data repository, marketing teams can reduce the risk of data discrepancies as well as make data-driven decisions about website improvements.

*Analysis performed October 2023

7. Simple Analytics

Simple Analytics is a dedicated web analytics tool that tracks visitor data, including the number of unique and returning visitors, visit duration, and number of page views per session. It provides a detailed breakdown of visitors by their geographic location to help businesses target specific regions and understand their website’s reach. Additionally, the software includes referrer tracking to reveal which websites are referring traffic. This assists in identifying which external links are driving visitors to the website or its contents, helping businesses optimize their marketing strategies.

Product features of interest*:

  • Auto-collect events: Automatically track visitor interactions, such as button clicks, form submissions, and link clicks, based on predefined rules. For example, track all clicks on buttons that contain the text "Submit" or track all video plays that last for more than 30 seconds. 

  • Automate reports: Automatically generate and deliver analytical reports to designated recipients at specified intervals—daily, weekly, monthly, or any other custom interval. These reports provide insights into various aspects of website performance, including traffic trends, user behavior, and conversion rates.

  • Website visitor privacy: Protects website visitors’ privacy by avoiding cookies, anonymizing IP addresses, not collecting personal data, and ensuring GDPR compliance. These capabilities help maintain user trust and data security.

Customer support options: Knowledge base

Starting price: $9 per user, per month

Billing cycle: Annual

Who should consider Simple Analytics?

Simple Analytics can be a viable option for businesses that want to prioritize visitors’ data privacy. Most traditional web analytics tools use cookies to track user activity on websites, which is considered invasive by some users and might raise privacy concerns. Simple Analytics doesn’t use cookies or other tracking technologies that can intrude visitors' privacy. Moreover, it collects only aggregate and non-personal data and doesn't capture personally identifiable information (PII) or sensitive user details, ensuring compliance with GDPR.

*Analysis performed October 2023

Pro tip

Leverage a demo, trial, or free version to check whether the software fits your needs. These trial runs allow you to evaluate how the software tracks and analyzes data related to your website and online activities, including user behavior and conversion metrics. By doing so, you can also identify potential challenges or shortcomings, such as complex user interfaces or missing functionality that your data analytics teams rely on.

How much does web analytics software cost?

Web analytics tools can cost as low as $10 per month or all the way up to $69+ per month depending on various factors—features, number of websites, monthly traffic, training availability, deployment options, integrations, and storage. Most website analytics tools typically include the following pricing plans:

  • Free trials: No-cost trial plans range from 14 to 30 days and give users access to either all or limited features of the software.

  • Free versions: Free plans offer limited access to basic software features. These are ideal for small-business owners or individuals on a budget.

  • Entry-level plans: Start at $10 per month and offer access to limited features. These are recommended for small businesses or teams with basic website traffic analysis and reporting requirements.

  • Mid-tier plans: Range from $16 to $45+ per month and offer advanced features such as custom reporting, advanced segmentation, and integration with third-party tools. These are suitable for teams that have outgrown entry-level web analytics software but don’t require the full range of functionality offered by enterprise-level tools.

  • High-end plans: Advanced plans can cost more than $69 and offer a range of advanced features, including unlimited features from entry-level and mid-tier plans, advanced analytics, and priority customer support. These plans are suitable for large enterprises cross-functional marketing or web analytics teams.

Hidden costs associated with web analytics software

Besides the software license price, additional costs may include:

  • Implementation and training costs: Setup, customization, and staff training expenses.

  • Data migration and integration costs: Moving data and connecting with other systems might require extra funds.

  • Support and maintenance fees: Ongoing charges for updates and technical assistance.

Frequently asked questions when selecting web analytics software

Ask vendors the following questions to ensure you find the right website analytics tool for your business:

  • Can the software manage multiple websites? 

This feature is crucial if your business operates multiple websites or plans to expand its online presence. It helps identify trends, patterns, and opportunities that may not be apparent when looking at individual sites in isolation. For example, you can analyze user behavior and engagement across the websites to uncover insights on how visitors interact with different content or web pages.

  • Does the software offer real-time analytics? 

Real-time analytics provides immediate insights into your website’s performance, including data on user traffic, visitor demographics, page views, click-through rates, and even the real-time location of visitors. Based on these insights, you can adjust your marketing campaigns, optimize website content, and respond quickly to sudden traffic spikes or issues.

  • How many users can access and share reports? 

Accessing and sharing website analysis reports is a limited feature, and the number of allowed users varies based on the software product and the type of subscription plan. Therefore, check how many users can access the web analytics platform and collaborate on reports. This is particularly important if your organization has multiple team members or stakeholders who need access to analytics data.

Methodology

To be considered for this list, products had to:

  • Feature in GetApp’s 2023 Category Leaders report for web analytics software. We selected the top seven products with the highest ratings to include in this article.

  • Include conversion tracking, customer journey mapping, and an activity dashboard as the core features.

  • Meet our web analytics software market definition: “Web analytics software enables organizations to track and analyze information regarding their website visitors including who they are, how they found the site, what path they take through the site, and the actions they take while there.”

Note: We select and rank products based on an objective methodology developed by our research team. While some vendors may pay us when they receive web traffic or leads, this has no influence on our methodology.

*Our research team identified product features of interest from vendor websites (as of Oct. 20, 2023) based on their analysis of what users find valuable in or expect from web analytics software. This list is not exhaustive. For additional features, refer to the vendor's website.

To present the most up-to-date information, the product cards show the latest real-time ratings, which may differ from the ratings values at the time this report's analysis was conducted, since new reviews may have been left in the meantime.

Products evaluated for the pricing calculation were taken from GetApp’s web analytics software directory. The pricing ranges exclude freemium versions of the products. The features highlighted were identified based on their relevance and the percentage of products in the GetApp directory that offer them. Only products with publicly available pricing information, as of Oct. 20, 2023, were considered for pricing calculation.

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About the author

Barkha Bali

Writer
Barkha Bali is a writer at GetApp, providing expert insights to help small businesses identify the right software for their needs by analyzing user reviews data for the highest rated products in relevant software categories. She has worked in finance, lifestyle, education, and medical.

With expertise in marketing and content strategy, Barkha’s work has been featured in Medium and educational websites. When not working, she can be found re-watching “The Office” or “Brooklyn Nine-Nine.”
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