27 Marketing Analytics Tools to Increase Your ROI in 2022!

If you want your digital marketing campaigns 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 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 (search engine optimization) analytics
• Email marketing analytics

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

Maybe you concentrate on SEO 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.

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: Contact Woopra

2. Emplifi (formerly Social Bakers)

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

• Essential: From $200/month
• Smart: Try & Buy (Price on request)

3. Hubspot

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

• Automated emails and workflows
• 500+ app integrations
• Automated contact relationship management database
• Inbound marketing education through HubSpot Academy
• CRM with in-depth insights into contacts

Best for

• Helping sales, service, and marketing teams work collaboratively

Pricing

• Starter: Starts at $45/month
• Professional: Starts at $800/month
• Enterprise: Starts at $3,200/month

4. Oribi

Want to build your 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 advertising strategy on LinkedIn

Pricing

Oribi is now part of the LinkedIn platform

5. 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 $399/month (billed annually)
• Plus: From $999/month (billed annually)
• Enterprise: From $1,999/month (billed annually)

6. 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 Stories and TikTok videos
• Labels and hotkeys help you skip to important comments

Best for

• Building your audience on social media

Pricing

Free: $0

• Essentials: $5/month per social channel
• Team: $10/month per social channel
• Agency: $100/month for 10 social channels

7. 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

• Tracking effective marketing channels

Pricing

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

8. 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

• Sending email messages to a list of “warm” clients

Pricing

• Free: $0
• Standard: $6.40/month
• Pro: $7.68/month
• Enterprise: $10.75/month

9. Cyfe

Easy to set up and manage, Cyfe’s all-in-one marketing dashboard is great for small businesses and startups. Monitor SEO, SEM, email marketing, web analytics, social media, 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

10. 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 number 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

Average Range: $999-2,599/month. Contact Ninjacat.

11. 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

• AWeber Free: $0 (up to 500 email subscribers)
• AWeber Pro: Starting at $16.15/month (0-500 email subscribers)
• Contact AWeber for 25,000+ subscribers

12. Mixpanel

Mixpanel tracks user behavior for both your site and your product. 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 retroactive funnels and analyze conversion rates on the fly

Best for

• Hyper-targeted event tracking

Pricing

• Free: $0 (100K monthly tracked users)
• Growth:  Starting at $25/month
• Enterprise: Contact Mixpanel

13. 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: $0
• Starter: $29/month
• Pro: $89/month
• Premium: $499/month
• Enterprise: Contact Rebrandly

14. 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 funnels by user and properties

Best for

• Tracking user events and conversions

Pricing

• Free: $0
• Growth: Starting at $3,600 annually
• Pro: Contact Heap
• Premier: Contact Heap

15. 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 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

Not published. Contact Domo.

16. 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

• Starter: Starting at $3,000/month (billed annually)
• Growth: Starting at $10,000/month (billed annually)
• Plus: Contact Salesforce

17. 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
• Position Tracking tool
• Keyword Gap tool

Best for

• Advanced SEO

Pricing

• Pro: $99.95/month
• Guru: $191.62/month
• Business: $374.95/month

18. 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

• Starter: $120 est. monthly spend
• Standard Select: $60 est. monthly spend
• Enterprise: $240 est. monthly spend
• Business Critical: Contact Fivetran

19. 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

• 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 and assign them to your sales team

Best for

• Lead generation

Pricing

• Lite: $0
• Premium: $79/month

20. BuzzSumo

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

• Free: $0
• Pro: $99/month
• Plus: $179/month
• Large: $299/month

Enterprise: Contact BuzzSumo

21. 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

• Starter: Free
• Growth: Contact Sales
• Enterprise: Contact Sales

22. 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

Can vary anywhere between $30,000 and $350,000+ per year. No free version.

23. 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

• Start-up Plan: $149/month
• Business Plan: $216/month
• Enterprise: Contact Ruler Analytics
• No free version

24. 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

25. 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 accounts

Pricing

• Standard: $99/month
• Professional: $169/month
• Advanced: $279/month  
• No free version

26. Matomo

Matomo is the leading open source web analytics software. Used on more than one million websites in 200 countries. Recommended for internal data 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 and protecting data privacy

Pricing

• On-Premise: $0/month
• Cloud: $23/month
• 21-day free Cloud trial. No credit card required.

27. 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 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

• Free: 0 USD (10 tracked SEO keywords)
• Pro: 97 USD/month (50 tracked SEO keywords)
• Plus: 297 USD/month (100 tracked SEO keywords) Premium: 597 USD/month (500 tracked SEO keywords)

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 an analytics solution that appeals to you. It doesn’t matter which one.

What matters is taking action now.

Don’t forget to bookmark this post for future reference.  And enjoy growing your business with marketing analytics tools!