Traditional marketing analytics platforms just don’t cut it anymore.
With customer behavior getting more sophisticated, data pouring in from countless channels, third-party cookie bans, and data privacy regulations tightening, these tools simply aren’t equipped to handle the complexity.
At the end of the day, marketers are left piecing together fragmented insights and guessing at what’s really driving results.
Luckily, there’s a better way to get the clarity you need.
We’ve handpicked 22 of the best marketing analytics platforms currently on the market – whether you’re after deeper insights, stronger privacy features, or just tired of manual data crunching, you’ll find the perfect fit here.
1. HockeyStack
HockeyStack is a B2B marketing analytics and attribution platform that organizations can use to track, measure, and optimize their marketing performance across the entire buyer journey.
It centralizes data points from several sources, such as CRM, marketing automation, and advertising platforms, so you can get a birds-eye overview of your marketing performance.
With features like multi-touch attribution, buyer journey tracking, and lift analysis, HockeyStack helps you see which channels, campaigns, and touchpoints bring the most value.
Key Features
End-to-End Revenue Attribution
HockeyStack makes it easy to monitor and measure the impact of each marketing and sales touchpoint that occurs in the customer journey.
Using multi-touch attribution, HockeyStack captures every interaction—from the first ad click to the final purchase—and assigns credit to each step based on how much it influenced the conversion.
It shows which campaigns, channels, and touchpoints drive the most revenue and which ones need improvement.
Customizable Dashboards and Reports
Users can build custom, no-code dashboards that centralize all their marketing data in one place and show the most important metrics - such as campaign performance, lead attribution, or customer journey analysis.
You can choose from pre-built templates or easily create your own reports using drag-and-drop functionality. This allows teams to track KPIs in real time, adjust strategies quickly, and create presentations that resonate with stakeholders—all without any technical skills.
Customer Journey Mapping
HockeyStack gives businesses a complete view of their customers' interactions across the entire marketing and sales funnel. It tracks every touchpoint—from the first website visit to the conversion—so marketers can see the path each prospect takes.
With customer journey mapping, HockeyStack helps teams spot which channels and campaigns drive the most conversions and where drop-offs happen.
Flexible Integrations
HockeyStack also includes flexible integrations so businesses can easily connect their entire marketing and sales tech stack, pulling data from tools like CRM systems, marketing automation platforms, ad channels, and data warehouses.
With one-click integrations, HockeyStack syncs data from platforms like HubSpot, Salesforce, LinkedIn, and more, ensuring every touchpoint is tracked.
Data-Driven, Actionable Insights
HockeyStack leverages advanced analytics to help businesses make smarter data-driven decisions based on real-time insights.
The platform processes large amounts of marketing and sales data, giving users clear and actionable insights into what’s driving conversion rates, which channels are performing best, and where improvements are needed.
With tools like predictive modeling, lift analysis, and multi-touch attribution, HockeyStack shows which marketing efforts are most effective, helping teams optimize their strategies for better ROI.
Advantages of Using HockeyStack
Comprehensive attribution: HockeyStack tracks the full impact of marketing efforts on sales and revenue. It captures both online and offline touchpoints, and provides a complete view of the customer journey. Its cookieless tracking feature ensures higher accuracy, and its in-house integrations keep data seamless and up-to-date. [G2 Review]
Actionable insights and forecasting: Rather than just displaying raw data, HockeyStack provides clear, actionable insights to optimize your marketing efforts. It also includes forecasting and budgeting tools powered by machine learning, so you can simulate different budget scenarios and optimize spending. [G2 Review]
Unified and customizable platform: Users can customize their reports and dashboards without relying on third-party templates or scripts. It breaks down data silos, providing holistic analytics across departments, from marketing to sales. The no-code interface allows anyone on the team to easily build custom reports. [G2 Review]
Sales intelligence and account-based insights: HockeyStack helps identify anonymous website visitors and track their journey across channels. It also supports account-based marketing (ABM) by building target account lists using intent data, so companies can prioritize high-value leads and personalize their outreach. [G2 Review]
Exceptional support and onboarding: The platform offers personalized support through a dedicated customer success manager (CSM), a Slack channel, and regular support calls. HockeyStack also provides strategic guidance, product recommendations, and a fast onboarding process. [G2 Review]
Here’s what real customers are saying about the value of HockeyStack:
HockeyStack helped Planful improve visibility, increase efficiency, enhance collaboration, and make better decisions based on real-time data. [Read Full Case Study]
ActiveCampaign was able to cut advertising budgets by 50% and still hit monthly revenue targets, moved from first-touch reporting to a journey-based multi-touch attribution model, and started tying LinkedIn impressions at the account level to revenue. [Read Full Case Study]
Anvilogic used HockeyStack to improve sales and marketing efficiency, make informed decisions, and increase team productivity. [Read Full Case Study]
2. Google Analytics 4
Google Analytics 4 (GA4) is Google's next-generation analytics platform that helps marketers understand user behavior across websites and apps.
Unlike the previous model (Universal Analytics), GA4 uses machine learning insights, cross-platform tracking, and enhanced measurement to give you an all-rounded view of how customers engage with your content.
GA4’s user-centric reports and customizable dashboards are primarily used by marketing teams, product managers, and data analysts to get valuable insights and track performance over time.
Key Features of Google Analytics 4
Cross-platform tracking: The platform tracks user interactions across websites and apps to give you a unified view of customer journeys.
Event-based data model: GA4’s event-driven tracking model gives you more flexibility and clearer insights compared to standard pageview tracking.
Enhanced measurement: GA4 automatically measures a wider range of user interactions like scrolls, video engagement, outbound clicks, and downloads to reduce manual setup.
Machine learning insights: Platforms’ built-in machine learning models can calculate advanced metrics like purchase and churn probability.
Privacy-centric data collection: Control data collection to meet privacy regulations like GDPR and CCPA.
Integration with Google Ads: Connects directly with Google Ads to optimize campaigns based on user behavior data from the website.
Limitations of Google Analytics 4
Over-complicated updates: GA4 is getting increasingly difficult to understand and work with each update. [See G2 Review]
Lacks basic reporting: GA4 no longer provides popular out-of-the-box reports, so you must manually create them or turn to third-party software. [See G2 Review]
Difficult to transition to for marketers used to UA: Moving from Universal Analytics to GA4 has been a huge challenge for marketers. [See G2 Review]
GA4 is free for most users and includes all the essential features you need for website and app analytics.
For more advanced users, GA4 integrates with Google Analytics 360, which gives you higher data limits and dedicated support.
3. Mixpanel
Mixpanel is a powerful product analytics platform that tracks user interactions with their digital products, primarily websites or mobile apps.
Companies use it to keep an eye on user behavior in real time and get insights into how users engage with their products, which features are popular, and where users drop off in the customer journey.
Mixpanel is particularly useful for product managers, marketers, and data analysts who need to understand user behavior patterns and improve product performance based on real-time data.
Key Features of Mixpanel
Advanced funnel data analysis: Visualize the steps users take within your product and see where they drop off to optimize conversions.
Cohort analysis: Mixpanel groups your users based on their actions or habits so you can understand behavior patterns and target specific segments.
Retention tracking: To improve user retention, you can monitor how often users return to your product over time.
A/B testing: Mixpanel can test different product versions and compare results to find what works best for your offer.
Limitations of Mixpanel
Persistent UI bugs: Users experience occasional UI bugs and data issues, and support rarely provides meaningful solutions. [See G2 Review]
Complex navigation: The platform's interface can initially feel overwhelming, and you might need some time getting used to it. [See G2 Review]
Less accurate for complex data: Mixpanel's ease of use can come at the cost of less accurate data or insufficient data analysis of complex datasets. [See G2 Review]
Mixpanel’s Pricing
Mixpanel offers a free plan that supports up to 20 million monthly events, which is ideal for personal projects.
The Growth plan starts at $24 per month, scales based on the number of events and offers more advanced features like saved reports and API access.
There’s also a custom plan for enterprises with additional features and premium support, but you’ll have to contact Mixpanel’s sales team to get an accurate quote.
4. HubSpot Marketing Hub
HubSpot Marketing Hub is an all-in-one marketing platform built to help businesses attract and engage customers through a suite of marketing tools.
With analysis tools for email marketing, social media management, content creation, SEO optimization, and more, Marketing Hub helps you build and manage any type of digital campaign.
It’s perfect for marketers, sales teams, and business owners who want to manage multiple marketing channels—such as email campaigns, social media, and SEO—all from a single platform.
Key Features of HubSpot Marketing Hub
All-in-one marketing platform: You can track every step of your sales funnel from one centralized interface.
Social media scheduling: Gives you the option to schedule and publish social media posts directly from the platform.
Customizable reporting: The platform gives you custom reports to track campaign performance and visualize key metrics for your marketing strategy.
Landing page builder: You can create landing pages with easy-to-use templates and a drag-and-drop editor.
Limitations of HubSpot Marketing Hub
Selling to unsuitable customers: HubSpot sometimes offers and sells advanced features to customers who won’t extract real value. [See G2 Review]
Constant updates: HubSpot frequently updates its software, which can lead to unexpected changes that require time to adjust. [See G2 Review]
Advanced features pricing: HubSpot's advanced features come with a large price gap. [See G2 Review]
HubSpot Marketing Hub Pricing
HubSpot has three main pricing plans:
Starter plan: Starts at €15 per month per seat.
Professional plan: Starts at €792 per month, includes 3 seats, with additional seats available for €45 per month.
Enterprise plan: Starts at €3,300 per month, includes 5 seats, with extra seats priced at €75 per month.
5. Semrush
Semrush is an industry-leading marketing platform that companies use to track keyword rankings, analyze competitor strategies, and optimize their websites for better search engine optimization.
The platform is particularly useful for SEO specialists, content marketers, and digital agencies who need data-driven strategies to refine their content and drive more traffic.
Key Features of Semrush
Keyword research: You can find keywords to target for SEO and PPC campaigns and drive more traffic to your site.
Competitor analysis: Semrush analyzes what and how your competitors are doing.
Site audit: The platform can run audits on your website to locate and fix SEO problems that are affecting your rankings.
Social media strategy management: You can schedule, publish, and monitor your social media posts to keep your online presence consistent.
Limitations of Semrush
High cost: One of the most common user complaints with Semrush is the higher price compared to its direct competitors. [See G2 Review]
Limited training resources: Users reported that the training materials could be better and would prefer simpler, easy-to-follow guides. [See G2 Review]
Account manager limitations: The assigned account managers usually don’t have enough knowledge about the product and just point you to tutorial videos for complex questions. [See G2 Review]
Semrush Pricing
Semrush doesn’t have a free plan but offers a free trial.
Pro plan: starts at $139.95 per month.
Guru plan: costs $249.95 a month.
Business plan: available at $499.95 per month.
Each plan scales based on the size of your team and the needs of your campaigns, with additional tools for content marketing, SEO, and competitor analysis.
6. Databox
Databox is a versatile business analytics platform that brings all of your data together into centralized and easy-to-use dashboards and reports.
It pulls real-time data from popular tools like Google Analytics 4, HubSpot, and Salesforce so you can create customizable dashboards that show all the key metrics that matter, in one place.
Databox is perfect for sales teams that need to monitor pipelines from different CRMs and marketers who track campaigns across multiple platforms.
Key Features of Databox
Connect all your data easily: Databox brings information from all your favorite apps and tools into one place.
Create custom dashboards: You can design your own custom dashboards to bring all of your most relevant metrics in a single view.
See data in real-time: View the latest updates instantly, so you’re always working with current information.
Access on your mobile device: You can check your data and dashboards anytime, anywhere using Databox’s robust mobile app.
Use simple visuals: Understand your data easily with clear charts, graphs, and other visual tools.
Limitations of Databox
Unresponsive customer support: Users reported that Databox's customer support response times can be a bit longer compared to before. [See G2 Review]
Limited onboarding sessions: While Databox does provide three onboarding sessions, some users complained that it may not be enough to cover everything. [See G2 Review]
Occasional bugs when editing custom metrics: At times, users may encounter occasional bugs when editing custom metrics within Databox, which can disrupt workflow and cause delays in reporting. [See G2 Review]
Databox Pricing
For smaller businesses or start-ups, Databox has a free plan available.
Starter plan: costs $47 per month.
Professional plan: available at $135 per month.
Growth plan: starts from $319 a month.
Premium plan: available at $799 per month.
Each plan changes based on the number of data sources and features that you need.
7. Tableau
Tableau is a data visualization and business intelligence tool that helps organizations analyze, visualize, and share insights from their data in an intuitive format.
Users can connect to a wide range of data sources, including databases, spreadsheets, and cloud services, and then transform that data into interactive dashboards, graphs, and reports.
It's especially useful for tasks such as performance tracking, sales analysis, and customer segmentation. It also features a "VizQL" (Visual Query Language) engine that instantly translates drag-and-drop actions into data queries, which eliminates the need for any complex SQL queries.
Key Features of Tableau
Ask Data feature: You can ask questions about your data in plain language, and Tableau will generate visualizations to help you find insights easily.
Tableau Prep: Tableau’s Prep tool helps you clean and prepare data for analysis automatically.
VizQL technology: Tableau uses VizQL to turn your actions into visualizations, without any written queries on your side.
Storytelling with data: You can combine different visualizations to create data stories and share what you found with stakeholders more easily.
Tableau Server and Tableau Online: Tableau Server and Online tools let you share dashboards securely across your company.
Limitations of Tableau
Limited built-in charts: Unlike competitors, Tableau offers only 24 built-in charts, so users often need to manually create additional visualizations. [See G2 Review]
Slow performance with large datasets: Users often complained about Tableau’s slow loading times when working with larger datasets. [See G2 Review]
High entry cost: The high starting price of Tableau turns away smaller businesses and individual users. [See G2 Review]
Tableau Pricing
Tableau offers two-tiered pricing models for regular users and enterprises.
For individual users, the Tableau Creator plan starts at $75/month.
Teams and companies can choose either Tableau Explorer at $42 per user per month or Tableau Viewer at $15 per user per month.
8. Salesforce Marketing Cloud Intelligence
Salesforce Marketing Cloud Intelligence (formerly Datorama) is a marketing analytics platform that combines data from multiple sources to better understand the direct impact of each marketing dollar spent.
The platform uses data harmonization to standardize incoming data into one consistent format. For example, a digital marketing manager can analyze how leads from Facebook convert compared to those from Google Ads without spending hours on data cleaning.
Key Features of Salesforce Marketing Cloud Intelligence
Einstein AI: Salesforce’s Einstein AI can analyze your marketing data and generate predictive insights to improve your campaign performance.
Data stream management: You can unify data streams from multiple sources to keep your marketing data accurate and up-to-date.
Marketing intelligence connectors: Pre-built connectors let you connect easily with advertising platforms, social media, and CRM systems.
Multi-touch attribution: You can track conversions across all touchpoints to clearly see how each channel contributes to your results.
Custom Metrics and KPIs: Define and track custom metrics specific to your strategy so you can measure what matters most.
Limitations of Salesforce Marketing Cloud Intelligence
Outdated UI/UX: Many users feel that the platform could use an update of UI/UX. [See G2 Review]
Long loading time: Some users have reported that Salesforce’s system tends to get slower loading times occasionally. [See G2 Review]
Bad reporting tools: Customers said that Salesforce couldn’t even deliver basic accurate reports despite the long setups and thousands of dollars invested. [See G2 Review]
Salesforce Marketing Cloud Intelligence Pricing
Salesforce pricing is divided into three tiers.
Starter plan: At $3,000/month, you get access to 10 users and 3 million data rows.
Growth plan: $10,000/month gets you access to 20 users and 20 million data rows.
Plus plan: This tier gives you access to up to 80 users and over 100 million data rows, but you’ll have to contact their sales team to get an accurate quote.
9. Adobe Analytics
Adobe Analytics is a part of Adobe's Experience Cloud suite and it offers powerful tools to measure user interactions on websites, mobile apps, and other digital properties.
With Adobe’s Analysis Workspace, you can easily design custom visualizations to see detailed paths your users take throughout the funnel. There’s also an AI tool that takes it a step further and helps you spot trends and predict future behaviors.
Key Features of Adobe Analytics
Real-time data collection: The platform tracks and analyzes user interactions as they happen to help you understand their behavior.
Path analysis: You can pinpoint the most common paths your users take on your site to optimize their journey.
User segmentation: Adobe divides your audiences by specific criteria to study the unique behavior of different user groups.
Predictive analytics: The platform uses AI to predict customer trends and actions based on historical data.
Integration with Adobe Experience Cloud products: Analytics integrates easily with other Adobe marketing products.
Limitations of Adobe Analytics
Harder for beginners to learn the ropes: Customers say that Adobe Analytics is not as beginner-friendly as some other platforms and that real value comes when you get a better hang of it. [See G2 Review]
Program glitches: There are occasional bugs and glitches, but support usually resolves them quickly with regular updates. [See G2 Review]
Poor free version: Users reported that AA’s free version has very limited tools, and serves only to upsell you into paying for the full product. [See G2 Review]
Adobe Analytics Pricing
Adobe doesn’t display exact pricing on its website, so you’ll have to contact their sales team directly to get an accurate number.
10. CleverTap
CleverTap is a customer engagement and retention platform that analyzes user behavior, creates targeted campaigns, and personalizes customer interactions across channels.
CleverTap’s real-time behavioral analytics lets you see how users engage with your brand, whether they’re browsing, buying, or dropping off.
The tool is primarily built for mobile-first businesses that want to engage and interact with their users through highly personalized messaging.
Key Features of CleverTap
User segmentation: Divides users into specific groups based on behavior, demographics, or other criteria to improve targeting.
Rich user profiles: The platform collects details about each user, including their preferences and past behavior, so you can make their experience feel more personal.
In-app messaging: You can send messages directly within the app to engage users at the right moment.
Push notifications: Engages users outside of the app with targeted push notifications to drive re-engagement.
A/B testing: CleverTap runs different versions of the campaign to determine what works best for your product.
Limitations of CleverTap
Slow segment downloads: Downloading user segments takes much longer than it should and usually delays campaigns. [See G2 Review]
Slow performance with large audience pools: Loading analytics and segments becomes slow when dealing with over 10 million users. [See G2 Review]
No pre-built templates: CleverTap doesn’t offer starting templates that will help new users get accustomed to the platform. [See G2 Review]
CleverTap Pricing
CleverTap offers a tiered plan priced at $75/mo, which includes all of the basic tools.
For paid plans, CleverTap's pricing is customized based on the features and scale that your business needs. These models don’t have publicly available prices, but you can contact them directly for more information.
11. AgencyAnalytics
AgencyAnalytics is a platform specifically made for digital marketing agencies to oversee and report on their clients' online campaigns.
Instead of juggling multiple platforms like Google Analytics, Facebook Ads, and SEO tools separately, it brings all the data together into a single, easy-to-understand dashboard.
If you're managing a client's social media ads, website performance, and keyword rankings, you can view all these metrics side by side. This makes it easier to see what's working and what isn't.
Key Features of AgencyAnalytics
Customizable dashboards: You can set up personalized dashboards that show the most important metrics for each client.
White-label reporting: The reports can be fully branded with your own logo and style.
Multiple integrations: It connects with over 60 different platforms like Google Analytics, Facebook, and Shopify, to bring all your clients' data together.
SEO tools: It includes tools for tracking search rankings, checking website health, and monitoring backlinks.
PPC reporting: You can track pay-per-click campaigns on platforms like Google Ads and Bing Ads to see how well they're performing.
Limitations of AgencyAnalytics
Missing integrations: Even though AA connects with over 60 platforms, some users complained about the lack of integration with the most basic ones, like Reddit. [See G2 Review]
Minor IT problems: Customers mentioned that sometimes team members get disconnected from the platform, but that the support team was quick to solve it. [See G2 Review]
Lack of reporting customization: Reports could be a bit easier to customize. Users said that even simple features like changing a title page can take up a lot of time. [See G2 Review]
AgencyAnalytics Pricing
Let’s go over AgencyAnalytics’ main pricing tiers:
Freelancer plan: Starts at $65/mo. This plan includes up to 5 client campaigns, unlimited reports, basic branding, report scheduling, and access to 80+ integrations. Additional campaigns cost $13/mo.
Agency plan: Starts at $150/mo. This plan includes 10 client campaigns, unlimited users, full account and client branding, goal tracking, custom metrics, and more. Additional campaigns are priced at $15/mo.
Premier plan: This plan was created for larger agencies with 50+ clients. For exact pricing and features, you’ll have to contact their sales team.
12. WhatConverts
WhatConverts is an analytics tool that helps you track where your leads are coming from and which marketing channels are best at lead gen.
WhatConverts is primarily used by marketing companies that want to collect data from phone calls, form submissions on websites, live chats, and even online sales, and then link each lead back to the specific marketing source.
Key Features of WhatConverts
Call tracking: Keeps track of phone calls so you can see which marketing campaigns are making people call you the most.
Lead tracking: Collects and organizes all your potential customer contacts—from calls, forms, and chats—in one place.
Dynamic number insertion: This gives each of your marketing campaigns its own unique phone number, so you know exactly where each call is coming from.
Keyword tracking: This shows you which search words people used before they called, chatted, or filled out a form on your site.
Lead management: Helps you score, organize, and manage potential customers for better follow-ups and sales.
Limitations of WhatConverts
No lead delete button: Many users would like to have the option to delete a lead out of the system. [See G2 Review]
Complicated at the start: WhatConverts does come with a bit of a learning curve in the beginning, but their thorough onboarding sequence made it easier. [See G2 Review]
EU number limitation: Users often complained about a lack of support for the European-based phone numbers. [See G2 Review]
WhatConverts Pricing
WhatConverts divided its pricing tiers into two groups:
For individual businesses:
Basic plan ($30 per month): Ideal if you just need simple call tracking to see where your phone calls are coming from.
Plus plan ($60 per month): Includes everything in the Basic plan, plus tracking for all types of leads like forms filled out on your website, emails, and online sales.
Pro plan ($100 per month): Offers advanced features like creating custom call flows (how calls are directed), personalized reports, and the ability to schedule reports to be sent automatically.
Elite plan ($160 per month): Includes all the Pro features plus extra tools like Lead Intelligence and full tracking of each customer's journey from start to finish.
For agencies:
Plus package ($500 per month): Perfect for agencies that manage multiple clients.
Pro plan ($800 per month): Includes even more advanced features and higher usage limits than the Plus Package.
Elite plan ($1,250 per month): Provides the most advanced features and the highest usage credits.
13. Heap Analytics
Heap Analytics is a web and mobile analytics platform that automatically captures all user interactions on a website or app without the need for manual event tracking.
Unlike traditional analytics tools, where you have to set up tracking for specific events ahead of time, Heap instantly captures all user actions—like clicks, page views, form submissions, and taps—without any extra work on your part.
For example, if you roll out a new feature and want to see how users are engaging with it, Heap lets you analyze that behavior even if you didn't set up tracking beforehand.
Key Features of Heap Analytics
Autocapture: Automatically tracks every user interaction on your website or app without manual setup on your part.
Session replay: With Heap, you can watch real-time user sessions to understand their exact behavior.
Data science insights: Uses built-in AI to find opportunities and bottlenecks in your user journeys.
Journey mapping: Heap gives you a detailed look at the entire path users take on your site, from first visit to conversion.
Integration options: Connects with over 100 tools, so you can use data from platforms like Salesforce, HubSpot, and Google Analytics for more detailed insights.
Limitations of Heap Analytics
Search function: Because of the vast amount of data that Heap keeps track of, some users had difficulties finding the exact event they were looking for. [See G2 Review]
Simplistic graphs: The look and feel of dashboards and graphs could use an update. [See G2 Review]
Short user sessions: Customers complained that the user’s sessions should be longer, as Heap signs them out after just a few hours. [See G2 Review]
Heap Analytics Pricing
Heap offers a free plan that gives you essential analytics tools. There are also three paid plans that offer more features and premium support.
Pricing for these is not publicly displayed.
14. Supermetrics
Supermetrics is a data integration and reporting tool that marketers and analysts can use to consolidate metrics from various platforms into one place for easier analysis.
Instead of logging into different websites like Google Analytics, Facebook Ads, or Instagram to check how your campaigns are doing, Supermetrics automatically pulls all that information together for you.
Key Features of Supermetrics
Connects to multiple data sources: Supermetrics pulls metrics from 100+ platforms like Meta Ads, Google Analytics, and LinkedIn into one place.
Sends data to your favorite tools: Whether you use Google Sheets, Excel, Data Studio, or BigQuery, Supermetrics can send your marketing data right where you need it.
Automates data transfer: You can set up automatic data transfers, so you don’t have to manually refresh your reports every time you need updated data.
No-code tool: Even if you’re not a tech expert, you can still set up Supermetrics and start pulling data without writing any code.
Scheduled refresh: Supermetrics lets you schedule your data updates, so your reports are always current without manual intervention.
Limitations of Supermetrics?
Not very user-friendly: While Supermetrics is powerful, it can be tricky to get started with due to its steep learning curve. [See G2 Review]
Outdated connectors: Despite Meta's rebrand in 2021, Supermetrics still lists it as "Facebook," and this lack of updates means missing metrics, fields, and features that could improve integrations. [See G2 Review]
Contract renewal: The contract renewal process can be cumbersome, and users feel like it’s an uphill battle to maintain pricing rather than a smooth negotiation. [See G2 Review]
Supermetrics Pricing
Supermetrics pricing depends on the data sources you use and where you want to send the data, like Google Sheets or Data Studio.
While they don’t list exact prices upfront for most plans, small users can expect to start at around $200 per month, with costs increasing for larger businesses or more complex setups.
They also offer a free 14-day trial so you can test the platform before committing.
15. Matomo
Matomo is similar to Google Analytics 4 but with a big difference - you have full control over all your data because it's hosted on your servers.
Your visitor’s information isn’t shared with any other data broker, which makes it a perfect choice for privacy-oriented companies.
If you run a blog, Matomo can show you which articles are getting the most views, how visitors are finding your site, and how long they're staying on each page—and you own all of that data.
Key Features of Matomo
Full data ownership: You own all your data, so no third-party companies can access or control it.
Privacy compliance: Matomo’s data ownership tools make sure that you comply with privacy laws like GDPR and CCPA.
No data sampling: Unlike some tools, Matomo gives you 100% accurate data without any sampling.
Customizable dashboards: You can set up personalized dashboards that show only the metrics that matter most to you.
Heatmaps and session recordings: Matomo lets you visually track where users click and record sessions to understand their behavior.
Limitations of Matomo
Complicated technical setup: Installing Matomo on your servers requires good IT knowledge, and Matomo should offer more help from the get-go. [See G2 Review]
Filtering traffic isn’t intuitive: Users have mentioned that filtering out unwanted stats from specific IPs or bots could be made more straightforward. [See G2 Review]
Slow performance with large data: Matomo tends to slow down when handling large volumes of data, which deters companies with bigger websites or high-traffic platforms. [See G2 Review]
Matomo Pricing
Matomo offers two main pricing options: a free version if you host it on your own servers and a cloud-hosted version that starts at around $21 per month, depending on the amount of traffic your site receives.
16. Domo
Domo is a business intelligence software that’s primarily built for managers, data analysts, and CEOs who need a clear and up-to-date picture of what's happening in their company.
Instead of juggling multiple spreadsheets and software tools, Domo connects to various data sources like databases, social media, sales systems, and marketing platforms.
It can pull in sales figures from your CRM, website analytics, and social media engagement stats and display them on interactive dashboards.
Key Features of Domo
Easy data connections: Domo brings together information from hundreds of different places so you can see everything about your business all at once.
Team collaboration tools: You and your team can share reports and findings through a built-in collaboration tool.
Predictive AI: The platform uses robust AI to spot patterns, opportunities, and risks hidden in your data.
Limitations of Domo
Slow customer support: Users reported that Domo’s support needs a lot of time to respond to and solve tickets. [See G2 Review]
Lack of features: Domo misses some of the features that other BI platforms have, like advanced reporting customization. [See G2 Review]
Interface bugs: Customers often come across minor glitches and slow loading times with Domo. [See G2 Review]
Domo Pricing
Domo’s pricing isn’t listed directly on their site because it’s based on the consumption model.
Generally, it’s known to be on the higher end, but they do offer a free trial so you can test the platform before committing.
17. Ahrefs
Ahrefs is one of the leading, all-in-one SEO tool sets used for search engine optimization, content marketing, and competitor analysis.
It helps users improve their website's search rankings, analyze competitors, and uncover keyword opportunities by providing a comprehensive set of tools for backlink analysis, keyword research, content exploration, rank tracking, and site auditing.
Key Features of Ahrefs
Site explorer: You can analyze your competitors' websites to reveal their top-performing content, backlinks, and traffic sources.
Rank tracker: Ahrefs monitors your website’s keyword rankings over time and tracks progress against competitors.
Content explorer: The platform tracks top-performing content in any niche and breaks down what makes it successful.
Site audit: You can perform a thorough audit of your website to find and resolve SEO issues that could be holding you back.
Alerts: Set up notifications for new backlinks, keyword rankings, or brand mentions to stay updated on critical changes.
Limitations of Ahrefs
No refunds: Ahrefs doesn’t offer a free trial, and once you pay, you can only access and test the features, but if you realize the tool isn’t what you need, they have a strict no-refund policy. [See G2 Review]
Higher price: Even though Ahrefs does offer top-of-the-line SEO analysis, the price is still much higher than competitors. [See G2 Review]
Generic backlink builder: Some users found Ahrefs’ backlink builder generic and unhelpful but managed to extract the value after getting used to it. [See G2 Review]
Ahrefs Pricing
Ahrefs has a few plans prepared depending on the type of usage that you need.
Lite plan starts at $129 per month for small businesses.
Standard plan costs $249 per month.
Advanced plan starts at $449 per month, and it’s primarily built for in-house marketing teams.
Enterprise plan costs $14,990 per year.
18. Klipfolio
Klipfolio is a dashboard and analytics tool that lets you create highly customized visualizations of your business data.
What sets Klipfolio apart from other analytics platforms is its Klip Editor, which allows you to build your own data views—called "Klips"—using formulas much like you would in Excel.
Key Features of Klipfolio
Custom dashboards: Users can design fully personalized dashboards that display only important metrics and KPIs.
Pre-built templates: The platform gives you a ton of pre-designed templates so you can quickly generate reports without building from scratch.
Real-time data monitoring: Dashboards are continuously updated with real-time data from connected sources.
Limitations of Klipfolio
Slow performance: Users have complained that the platform runs slower when performing complex actions. [See G2 Review]
Code-dependent platform: Klipfolio requires complex coding, even for basic customization, such as adding a different headline to a dashboard. [See G2 Review]
Outdated interface: Customers feel that the platform’s interface looks dated when compared to some competitors. [See G2 Review]
Klipfolio Pricing
Klipfolio offers a Free plan with a 30-day trial of premium features.
The Professional plan is $300 per month, includes unlimited metrics, and supports up to 10 users.
If you need more features, there’s the customizable Enterprise plan, so you’ll need to contact them to get a quote based on your needs.
19. Dreamdata
Dreamdata is a B2B SaaS revenue attribution software that helps companies untangle and understand the complex customer journeys that lead to a sale.
Dreamdata collects data from each of these touchpoints and stitches them together to show you the entire journey.
The tool is especially useful for businesses with long and complex sales cycles and multiple stakeholders involved in purchasing decisions.
Key Features of Dreamdata
B2B multi-touch attribution: This feature helps you see which marketing activities contribute to revenue by giving credit to all interactions a customer has before making a purchase, not just the first or last one.
Pipeline and revenue tracking: Dreamdata connects all your marketing and sales activities to the revenue they generate.
Content performance analysis: Dreamdata tracks the ROI of your content so you can see which blog posts, videos, or other resources are actually contributing to leads and sales.
Offline event tracking: Unlike other platforms, Dreamdata doesn’t just track online interactions—it also accounts for offline touchpoints like events and webinars.
Steep pricing for smaller teams: Even though Dreamdata delivers great value, ROI might not be there for smaller companies. [See G2 Review]
More focused on new features than perfecting existing ones: Dreamdata is constantly releasing new features, but users would prefer to see it polish the basic ones. [See G2 Review]
Dated design: Some users feel that Dreamdata UX and design are in dire need of a refresh. [See G2 Review]
Dreamdata Pricing
The Free plan costs nothing and gives you basic features to get started. The Team plan starts at $999 per month (billed annually) and works well for smaller teams that need more advanced tools.
The Business plan starts at $2,499 per month for larger companies with more complex needs.
For big companies or those that want more advanced features, Dreamdata offers a Custom plan with custom pricing as well.
20. Amplitude Analytics
Amplitude Analytics is another all-in-one product analytics software that organizations can leverage for deeper insights into user behavior across websites, mobile apps, and even connected devices.
Key Features of Amplitude Analytics
User segmentation: Amplitude’s segmentation tool groups your users based on their behavior or traits to better target campaigns.
Amplitude experiment: The platform lets you run tests (like A/B tests) to see how different changes affect user behavior, all within the same tool.
Amplitude journeys: Amplitude shows you the full path users take through your product so you can see where they might get stuck or drop off and find ways to improve their experience.
Impact analysis: Amplitude helps you measure the effects of product changes—like adding a new feature—on key metrics so you can see what’s working and what’s not.
Limitations of Amplitude Analytics
Complicated for beginners: The platform’s reporting tools are quite complex and might not be the best fit for junior managers and marketers. [See G2 Review]
Prone to bugs: Amplitude’s dev team releases constant updates and new features, which usually leads to glitches with existing tools. [See G2 Review]
Hard to implement: Amplitude’s complexity makes it hard to implement in the beginning, especially if you have a smaller IT team. [See G2 Review]
Amplitude Analytics Pricing
Amplitude has four pricing plans available:
Starter plan: Free-to-use tier created for individuals and beginners. Gives you basic analytics tools.
Plus plan: Starts at $49/mo, built for smaller, boot-strapped marketing teams.
Growth plan: The growth plan has everything in Plus with some more advanced features. Contact Amplitude’s sales teams for custom pricing.
Enterprise plan: Expands Growth plan with larger throughputs for larger companies. Contact Amplitude for an exact quote.
21. Ruler Analytics
Ruler Analytics is a call-tracking platform with marketing attribution capabilities that shows you exactly how your marketing efforts lead to sales and conversions.
It tracks individual customer journeys across multiple channels—such as website visits, form submissions, and phone calls—and links this data back to your CRM system.
For example, if someone clicks on a Facebook ad, browses your website, calls your sales team, and eventually makes a purchase, Ruler Analytics captures each of these touchpoints. It then attributes the revenue from that sale back to the original marketing sources.
Key Features of Ruler Analytics
CRM integration: It integrates with your CRM system (like Salesforce or HubSpot) and links marketing data with sales results.
Call tracking: The platform assigns unique phone numbers to different marketing campaigns. This way, you can know exactly which marketing branch initiated the call.
Closed-loop reporting: By combining data from marketing and sales, you get a full view of your ROI. For example, you can see that a Facebook ad led to a form submission, which became a sales lead and ultimately resulted in a purchase worth $5,000.
Limitations of Ruler Analytics
Changing access rights is a bit cumbersome: Clients need to contact their account manager to simply change employee access rights. [See G2 Review]
Reporting could be better: Users are satisfied with Ruler’s reporting tools, but they often turn to third-party apps for more detailed reports. [See G2 Review]
Slower dashboard loading time when dealing with large datasets: When dealing with a larger number of leads, dashboard UI loading times tend to slow down. [See G2 Review]
Ruler Analytics Pricing
Ruler Analytics offers tiered pricing based on the number of monthly website visits.
For small businesses (up to 5,000 monthly visits), the cost starts at approximately $219 per month.
For medium businesses (up to 50,000 monthly visits), it starts at around $715 per month. Large businesses (with up to 100,000 visits) pay $1,222 per month.
For businesses with over 200,000 visits per month, there’s a custom pricing option available.
22. Sprout Social
Sprout Social is a powerful platform that streamlines how you plan, publish, engage, and analyze content across social networks like Facebook, Twitter, Instagram, LinkedIn, and Pinterest.
Key Features of Sprout Social
Smart inbox: A unified inbox that gathers all your social media messages and comments from different platforms into one place for easy management.
Social listening tools: The platform lets you monitor specific keywords, hashtags, and brand mentions to understand audience sentiment and trending topics.
Social CRM integration: Connects social media platform interactions with your customer relationship management system to track and nurture relationships.
Chatbot and automation tools: You can use and create automated chatbots to complete different tasks.
Limitations of Sprout Social
The platform can disconnect out of the blue: Some users complained that their profile gets disconnected out of the blue. [See G2 Review]
Lack of advanced features: Users would like to see the option to discover creators that didn’t mention them, similar to Ahrefs’ tool for backlinking. [See G2 Review]
Poor performance when multiple members are active: The platform slows down occasionally, especially when more team members try to work at the same time. [See G2 Review]
Sprout Social Pricing
Sprout Social has four pricing plans.
The Standard plan is $199/seat/month and is primarily targeted towards smaller teams.
The Professional plan costs $299/seat/month and is designed for teams that manage multiple profiles.
The Advanced plan, at $399/seat/month, includes more sophisticated tools like AI features and message alerts.
There’s also the Enterprise plan with custom pricing.
HockeyStack – #1 Marketing Analytics Software
HockeyStack is more than just a marketing data analytics solution—it’s the all-in-one platform designed to help B2B companies optimize their entire marketing funnel.
Our platform offers powerful features like end-to-end attribution, customizable dashboards, and in-depth customer journey mapping so you can finally transform complex data into clear, actionable insights.
Whether you’re looking to improve marketing ROI, track the customer journey with precision, or unify your data across platforms, HockeyStack has you covered.
With easy-to-use, no-code integrations and exceptional customer support, you’ll be up and running quickly—ready to drive real, measurable results.
So, why settle for less when you can have the best?
Book a demo today and experience firsthand how much easier marketing gets with HockeyStack by your side.
Best Marketing Analytics Tools FAQs
What are marketing analytics platforms?
Marketing analytics platforms are tools that help businesses monitor and analyze their marketing performance across various channels. They provide insights into campaign effectiveness, customer behavior, and ROI so marketers can optimize their strategies based on actual data.
Types of marketing analytics tools
There are several types of marketing analytics tools:
Web analytics tools (e.g., Google Analytics) that track website traffic and user behavior.
Attribution tools(e.g., HockeyStack) that measure the impact of marketing touchpoints on conversions.
CRM analytics tools (e.g., HubSpot) that analyze customer data and engagement across the sales funnel.
Social media analytics tools (e.g., Sprout Social) that monitor social performance and engagement.
Business intelligence tools (e.g., Tableau) that aggregate and visualize large sets of marketing and business data.
Marketing automation tools (e.g., Marketo) that automate tasks like email marketing, lead nurturing, and campaign tracking.
Benefits of using marketing analytics platforms
Marketing analytics platforms provide numerous benefits, including:
Improved decision-making: They give businesses insights into which marketing channels, campaigns, and strategies are performing best.
Better ROI tracking: By connecting marketing efforts to revenue, they help companies measure return on investment and spot the most cost-effective strategies.
Customer behavior insights: They reveal how customers interact with content and move through the buying journey.
Automation and efficiency: Many platforms can easily be connected with CRM and automation tools to make data collection and reporting simpler.
Real-time performance optimization: Marketing analytics platforms provide real-time insights that allow businesses to adjust their campaigns on the fly.
A holistic view of the customer journey: Advanced analytics platforms offer multi-touch attribution and journey mapping, helping businesses understand the entire customer lifecycle across multiple channels.
Key features to look for in marketing analytics tools
When evaluating top marketing analytics tools, here are some key features to look for:
Data integration: The tool should seamlessly connect to all your key data sources (ads, web analytics, CRM, email marketing, etc.), pulling in granular data for detailed analysis. Look for platforms that offer API access for custom integrations and ensure data quality with built-in cleaning.
Data visualization: You want a tool that has a variety of visualization options, from charts and graphs to interactive maps.
Customizable reporting: Tools should provide report building and options for creating custom metrics and dimensions. Check if the tool has automated reporting features and pre-built templates for common reporting tasks.
Attribution modeling: A good marketing analytics tool supports various attribution models (e.g., first-click, last-click) and supports custom model creation.
Predictive analytics: Predictive analytics features help with scenario planning and optimizing future marketing efforts based on historical data.
User-friendly interface: The platform should be intuitive and easy to navigate, with also good onboarding and ongoing support.
Collaboration features: Look for tools that allow data sharing, commenting, and annotations to improve collaboration across remote teams and departments.
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