28 Marketing Analytics Tools to Increase Your ROI in 2024!

If you want your digital marketing strategy to be successful, you need marketing analytics tools.

You need to measure the results of your marketing efforts and understand the data to make better marketing decisions.

The good news is that it’s not that difficult to analyze your marketing activity.

Find — and fix — marketing performance problems.

And turn your data into profit.

In this post, we’ll show you the best marketing analytics software available for every budget — even if you’re just starting out.

Let’s get going.

What Are Marketing Analytics Tools?

You may know that digital marketing analytics is the process of tracking and reviewing marketing data from various channels.

• ROAS — Return On Ad Spend
• ROMI — Return On Marketing Investment
• CLP — Classification, Labeling, and Packaging
• CPC — Cost-Per-Click
• ROI — Return On Investment

But not all tools are alike. Some do one thing exceptionally well, while others have a broad range of functionality.

For instance, event-based tools analyze user clicks on a platform, app, or website.

Other tools offer actionable insights on ad campaigns. They may even implement the insights with no manual efforts involved.

So how do you choose the right digital marketing tool for your business?

The first step is to define your marketing objectives. Some common objectives are:

• Shorten the sales cycle
• Improve efficiency and productivity
• Better financial performance
• Improve customer experiences
• Reduce the percentage of lost sales

So, as you read this post, think about your goals. It will make your decision process easier.

Types of Marketing Analytics

Most companies make marketing decisions based on the following three types of analytics.

• Descriptive analytics examine what has happened in a business
• Predictive analytics aim to answer the “what could happen” question
• Prescriptive analytics (often used in marketing automation) provide recommendations for possible outcomes

And marketers generally work within the following categories:

• Web analytics
• Social media marketing analytics
• Lead generation and attribution
• SEO analytics
• Email marketing analytics

The best part is it doesn’t matter how you generate leads and drive sales.

Maybe you concentrate on SEO marketing to help prospects find you through organic search.

Promote posts on Facebook.

Or use Google Adwords to attract people to your website.

In other words, there are tools for any kind of digital marketing strategy you want to try.

Let’s take a look.

☝️All pricing plans are monthly (unless otherwise noted); most tools give discounts when billed annually.

Marketing Analytics Tools

1. Woopra

Woopra is advanced marketing analytics software. Analyze and visualize customer actions based on web activity, device type, payments, support, email activity, and more.

Features

• Track alternative customer paths with Optional Steps
• Use Formulas to create custom metrics and augment data
• Build individual profiles in real-time
• Get new insights with Trends reports
• 60 third-party integrations

Best for

• Deep data analysis of your customer’s journey

Pricing

• Core: Free
• Startup: $349/month
• Pro: $999/month
• Enterprise: custom pricing

2. Emplifi

Capitalize on the explosion in social commerce with Emplifi’s unified Customer Experience (CX) platform. A TikTok Marketing partner.

Features

• Live video shopping with Emplifi ShopStream
• Personalized guidance with Shop Clerk
• AI-driven social media scheduler
• AI recommendations for best posting times and which posts to promote
• Presentation-ready social analytics reports

Best for

• Powering customer service and care experiences

Pricing

• Contact for pricing

3. Hubspot Marketing Hub

Hubspot is a top cloud-based digital marketing package. Drive traffic and turn leads into sales with five Hubs: Marketing, Sales, Service, Content Management System, and Operations.

Features

• Targeted email marketing automation and workflows
• 500+ app integrations
• Automated contact relationship management database
• Inbound marketing education through HubSpot Academy
• CRM with valuable insight into contacts

Best for

• Helping sales, service, and marketing teams work collaboratively

Pricing

• Professional: Starts at $890/month
• Enterprise: Starts at $3,600/month (billed annually)

4. Oribi

Want to build brand awareness or host virtual events on a platform with over 810 million users?

Oribi, a Tel Aviv startup known for helping small businesses optimize their data, was recently acquired by LinkedIn, signaling LinkedIn’s intent to provide more marketing analytics and insights.

Features

• Codeless analytics capabilities
• Automated tags measure website conversions
• Privacy-first design

Best for

• Optimizing the ROI of your social media advertising strategy on LinkedIn

Pricing

• Oribi is now part of the LinkedIn platform

5. Coupler.io

Coupler.io is an all-in-one data analytics and automation platform that simplifies the process of reporting and analytics.

Track the performance of your marketing ideas with Coupler.io, remove copy-paste from your daily routine, and organize to focus on what matters most.

Features

• Collect data from multiple sources and analyze in one place
• Numerous available integrations (200+ integrations)
• Create automated dashboards with reporting dashboard examples
• Access up-to-date data with the auto-refresh feature

Best for

Gathering, transforming, and analyzing your data to make data-driven decisions.

Pricing

• Starter: $64/month
• Squad: $132/month
• Business: $332/month
• Enterprise: custom pricing

6. Funnel.io

Looking for a user-friendly marketing tool that you can use on a month-to-month basis? Funnel.io charges based on your ad spend.

Good for small business owners and startups.

Features

• Pre-built rules and logic
• Ad-hoc analysis with Data Explorer
• Easily import data from Google Sheets or Excel
• 500+ platform integrations
• Send data to visualization solutions and data warehouses

Best for

• Maximizing returns on advertising spend

Pricing

• Essentials: From $400/month (billed annually)
• Plus: From $1100/month (billed annually)
• Enterprise: From $2400/month (billed annually)

7. Buffer

From optimizing Facebook and Google ads to setting reminders for TikTok videos, Buffer is one of the best social media analytics tools for small businesses.

Features

• Clip and queue text/images as you find them
• Send tweets at the perfect time
• Include a first comment when you share Instagram posts
• Plan and set reminders for social media video marketing
• Labels and hotkeys help you skip to important comments

Best for

• Social media engagement

Pricing

• Free plan
• Essentials: $6/month
• Team: $12/month
• Agency: $120/month

8. Kissmetrics

Kissmetrics is well suited for eCommerce marketing and does way more than provide detailed analytics.

It also helps you optimize your marketing funnel and create a targeted email marketing campaign.

Features

• No-limit conversion periods
• Cohort reports
• Customer profiles
• Testing/staging sandboxes
• Group contact lists

Best for

• Ecommerce marketing

Pricing

• Silver: $299/month (billed annually)
• Gold: $499/month (billed annually)
• Platinum: Custom (billed annually)

9. SendPulse

SendPulse allows you to affordably send email and SMS campaigns, use chatbots for Facebook Messenger, WhatsApp, and Instagram, and create landing pages.

Features

• Built-in email templates
• A/B testing
• Autoresponders
• Trigger-based emails
• CAN-SPAM compliance

Best for

• Building an email list of “warm” clients

Pricing

• Free: $0
• Standard: $8/month
• Pro: $9.60/month
• Enterprise: $13.44/month

10. Cyfe

Easy to set up and manage, Cyfe’s all-in-one marketing channel dashboard is great for small businesses and startups.

Monitor SEO content, SEM, email marketing, web analytics, social media strategy, and more.

Features

• Prebuilt widgets
• Push API
• Real-time reports
• All-in-one white-label dashboards
• TV mode allows dashboard rotation

Best for

• Importing offline or proprietary data with custom widgets

Pricing

• Starter: $19/month
• Standard: $29/month
• Pro: $49/month
• Premier: $89/month

11. Ninjacat

Ninjacat’s fast performance reporting is trusted by media companies, digital agencies, and multi-location businesses alike.

Features

• Budget monitoring with personalized alerts
• Call tracking international numbers from over 100 countries
• Streamlined PPC reporting functionality
• 750+ data sources and universal API
• Global filters and metrics

Best for

• SEO reporting, PPC reporting, and budget monitoring

Pricing

• Contact for custom pricing

12. AWeber

Popular and versatile AWeber claims to have invented the email autoresponder. Paying customers get access to all their features from day one.

Features

• A/B split testing
• Email web analytics track clicks
• Direct integration with Canva
• 3 mobile apps (stats, lead capture on the go, email curation)
• Smart email designer creates ready-to-send email templates

Best for

• Email marketing

Pricing

• Free plan
• Lite: $14.99/month
• Plus: $29.99/month
• Unlimited: $899/month

13. Mixpanel

Mixpanel tracks user behavior for both your site and your digital products.

A beginner-friendly platform used by over 26,000 companies from different industries, including Expedia, Uber, and Ancestry.

Features

• Identify a user with a unique ID for tracking
• Query any event in your project’s history
• Create graphs with a few clicks
• Sync custom audiences with additional marketing tools
• Build sales funnels and analyze conversion rates on the fly

Best for

• Hyper-targeted event tracking

Pricing

• Starter: $0
• Growth: $20/month
• Enterprise: $833/month

14. Rebrandly

Enhance your brand visibility and trust with Rebrandly, the industry-leading link management marketing analytics platform.

Brand, track, and share short URLs using a custom domain name. Includes all technical setup.

Features

• Fast redirects
• High-volume links
• 301 SEO direct
• Server-to-server clickstream
• Tiny URL alternative

Best for

• Branded link management

Pricing

• Free plan
• Lite: $13/month
• Essentials: $32/month
• Professional: $99/month
• Enterprise: custom pricing

15. Heap

Heap collects granular data on your customers without manual tagging, then shows you how to make improvements. No setup or engineering required.

Features

• Codeless capture of interactions and events
• Install with a single javascript snippet
• Entry and exit pages
• Access to complete historical data
• Slice and dice sales funnels by user and properties

Best for

• Tracking user events and conversions

Pricing

• Contact for custom pricing

16. Domo

Recognized by Forrester and Gartner, Domo specializes in business intelligence (BI) and data visualization. Clients include the NBA, Cisco, Zillow, Unilever, and ESPN.

Features

• 1,000+ pre-built data connectors
• Magic ETL
• Control embedded content marketing analytics with bi-directional filter parameters
• Fully self-service ad-hoc analysis
• Create your own low-code apps

Best for

• Enhancing productivity for C-Level executives

Pricing

• Contact for custom pricing

17. Datorama

Made for marketers, Datorama is an AI-powered analytics tool from Salesforce. No data expert needed.

Features

• Einstein Marketing Insights
• Connect data using LiteConnect, TotalConnect, or APIConnect
• No-code Data Pipeline (Hevo Data)
• Support for 100+ data sources
• Extract data from SAP Hana, AWS, Oracle, Vertica, and SQL server

Best for

• Increasing productivity

Pricing

• Contact Salesforce

18. SEMRush

Companies large and small use SEMRush, including Apple, Amazon, and IBM. Want to do backlink or keyword research?

Track your competitors’ content marketing strategy?

Then SEMRush is for you.

Features

• Access over 21 billion keywords for 130 countries
• Generate a custom content brief in a few clicks
• Run in-depth website audits based on 130+ checks
• Competitor analysis
• Position Tracking tool
• SEO Keyword Gap tool

Best for

• Advanced SEO

Pricing

• Pro: $119.95/month
• Guru: $229.95/month
• Business: $449.95/month

19. Fivetran

Eliminate engineering busywork with Fivetran, a comprehensive ELT (extract, load, transform) tool. Replicate everything with zero configuration and schemas.

Features

• Battle-tested connectors
• SOC2 and GDPR compliance
• 150+ data connectors
• Normalized schemas
• Incremental batch updates

Best for

• Reducing the data engineering workload

Pricing

• Contact for custom pricing

20. Leadfeeder

Over 60,000 B2B companies trust Leadfeeder’s data accuracy.

Score and filter leads based on your own criteria, including demographics, browsing behavior, and geography.

Features

• Marketing segmentation
• Trace IP addresses of site visitors
• Identify decision makers in contacts database
• 100% uptime in the year 2021
• Instant website visitor alerts via email or Slack
• Send prospects to your CRM software and assign them to your marketing team

Best for

• Lead generation

Pricing

• Free plan
• Paid plans start at $199/month

21. BuzzSumo

BuzzSumo simplifies SEO. Uncover the secrets of content success through four key components: Content Discovery, Content Research, Media Monitoring, and Influencer Marketing Research.

Features

• Partners with Facebook, Twitter, Pinterest, and Reddit
• Monitors mentions and creates media coverage reports
• Index with 8 billion articles
• Content Analyzer identifies top sharers and average retweets
• Journalist Profiles reveal commonly covered topics, and most shared articles

Best for

• Discovering new keywords and customer questions

Pricing

• Basic: $119/month
• Content Creation: $249/month
• PR & Comms: $249/month
• Suite: $499/month
• Enterprise: $999/month

22. Amplitude Analytics

Amplitude is an event-based analytics platform built for SaaS businesses. Good choice for product managers. Used by Instacart, Shopify, and Pepsico.

Features

• Track how regular users are turning into power users
• Add 10 product-specific events to any analysis
• Create specific user groups in Segmentation Module
• Determine users who tend to fire certain events

Best for

• Tracking customer behavior based on events

Pricing

• Contact for custom pricing

23. Adobe Analytics

Built for large enterprises, Adobe Analytics collects data from multiple channels, including web, voice, and IoT (Internet of Things).

A consistent leader in Gartner Magic Quadrant and Forrester Waves.

Features

• Server-side data processing
• Next-generation Launch tag management system
• 200+ integrations in Adobe Experience Cloud Exchange
• Data Scheduling, Data Warehousing, Analytics API, and Report Builder
• Segment data by domain names, URL platforms, patterns, directories, and more

Best for

• Data capture from any source

Pricing

• Contact for custom pricing

24. Ruler Analytics

Ruler Analytics is an unparalleled call tracking and marketing attribution platform based in the UK. Ideal for marketing agencies and professional services organizations.

Features

• Track form submissions, phone calls, live chat conversations, and more
• Upload offline campaign costs (conferences, events, direct marketing)
• View marketing spend breakdown taken directly from your keyword data

Best for

• Tracking customer journeys

Pricing

• Small & Medium Business: £199/month
• Large Business: £499/month
• Enterprise: £999/month
• Advanced: custom pricing

25. Google Analytics

You probably know that Google Analytics has lots of free features. But are you taking advantage of the free ones listed below?

Features

• Generate custom campaign parameters with URL builders
• Choose goals (destination, duration, event, etc.) for specific pages of your website
• Audience Reports reveal user interests, including desired product categories
• Behavior Flow Reports portray how visitors went from one event or page to the next
• Follow every step in the customer journey with flow visualization

Best for

• Traffic reporting and conversion tracking

Pricing

• Free

26. Sprout Social

Sprout Social is a full-service social media marketing tool trusted by 30,000 brands, including Shopify and Unicef. Recognized by G2, Capterra, and TrustRadius.

Unmatched social listening capabilities.

Features

• Track mentions of your brand, your competitors, or selected keywords
• See what types of campaigns are working in real-time
• Customize your post to meet best practices of different social networks
• Group Smart Inbox social messages by client
• Social listening tools

Best for:

• Managing multiple social media platforms

Pricing

• Standard: $249/month
• Professional: $399/month
• Advanced: $499/month
• Enterprise: custom pricing

27. Matomo

Matomo is the leading open-source web analytics software.

Used on more than one million websites in 200 countries. Recommended for internal data marketing measurement such as intranet community data.

Features

• Tweak the platform to your needs with 250+ settings
• Create new plugins and themes
• 75+ free plugins

Best for

• Full control of your data source and protection data privacy

Pricing

• On-Premise: $0/month
• Cloud: $23/month

28. DashClicks

DashClicks’ marketing analytics software helps you monitor and report on all of your marketing campaigns in a single place.

With it, you get a bird’s-eye view of all your marketing campaigns in a single dashboard.

Features

• Granular data analytics insights
• Multiple integrations available
• Real-time, fast reporting
• Custom date-based reporting
• Keyword performance tracking

Best for

• It is a 100% white-labeled analytics platform for marketing agencies.

Pricing

• Contact for custom pricing

Reach Your Goals Faster With Marketing Analytics Tools

So now you know the top tools to help you make smarter decisions. Make fewer mistakes.

And ultimately, make more money with less marketing effort.

Your next step?

Just pick a digital marketing analytics tool that appeals to you.

What matters is taking action now.