It’s said you can only improve what you can measure.
If you don’t analyze your website, ads, and content performance, then you’ll never know what parts of your marketing strategy needs tweaking or reinforcement! You’ll keep making the same mistakes on a loop instead of learning from them and honing your strategy.
The truth is no serious marketer should ever base their decisions on guesswork – especially with so many excellent marketing analytics tools around!
Nowadays, getting actionable insights about your marketing strategies, it’s easier than it ever was before – easier, not easy.
Navigating the internet seas searching for the ideal marketing analytics software can be a quest of its own. And there so many things that need measuring that sometimes it’s hard to know which tool is right for the job.
But we’ve got you covered! Today, we’re going to discuss some of the top analytics tools in the marketing industry, so all you have to do is go through this list and find the platforms that match your goals.
Let’s get started!
Top 9 Marketing Analytics Tools:
Since 93% of marketers who use video say it’s a critical element of their strategy, we believe it’s vital they handle video marketing analytics tools to perfect their content.
Tubular is one of the most valuable tools of this sort. It helps you stay on top of trends by presenting hard data about the most popular types of videos and content creators on YouTube, Facebook, Twitter, and Twitch.
It also provides contextual and comparative performance metrics regarding video content, influencer partnerships, or individual videos and creators. This data allows you to inform your video and influencer marketing decisions better.
By using Tubular, you can also learn more about your viewers. The tool not only informs you of their age, gender, and location but also of which of your videos they watch and what other content they consume.
This is a marketing analytics software any content creator, video, or social media marketer should keep an eye on.
Mixpanel is one of the most comprehensive marketing analytics tools around.
The platform allows you to run A/B tests on your mobile app and track your website or app users by session. That said, its primary function is conducting event-based analysis.
In other words, it focuses on a particular action you want users to take on your website or mobile app, like converting or clicking on a specific CTA. Mixpanel lets you define the event in question and then reports how many times this action has been carried out, by whom, and in which order, among other things.
This is an ideal marketing analytics software for product managers or marketers who wish to optimize conversions on their website or mobile app.
Semrush is a powerful SEO-oriented marketing analytics tool.
With it, you can monitor what your brand and competitors are doing on the web and social media. It also tells you the keywords your competitors are using in Google Ads.
Moreover, Semrush allows you to analyze a potential keyword to a great extent. The platform provides data about the keyword’s search volume at a national and global level and the number of results that search query brings about. It also reports on the CPC (cost per click) that bidding on that keyword entails and if other advertisers are using it.
Semrush is the perfect SEO analytics tool for those marketers or business owners who want to learn from their competitors and hone their Search Engine Marketing strategy.
Just like Mixpanel, Heap carries out event-based analysis.
This marketing analytic software tracks user interactions with your website or IOS mobile app. It also allows you to segment your users and examine their individual behavior.
Moreover, Heap lets you analyze your website funnel. Basically, it informs how many users have followed specific actions on your site’s multistep process, as you can see in the video below.
The cool part about Heap is that it automatically collects data from the moment you install its code. So, if you ever wish to track a new event, the platform can show you retroactive data about it.
This is one of the most helpful marketing analytics tools for anyone who wants to improve their website or IOS mobile app. Unfortunately, it’s not a possible alternative for those working with Android apps.
Considering YouTube is the second largest search engine in the world, it would be remiss of us not to mention this (in)valuable marketing analytics software.
You see, knowing the number of views on your YouTube videos isn’t enough to determine their performance. No – other metrics also play a part in your videos’ success, and once you learn about them, they can help you transform your YouTube channel’s performance.
Some of these metrics can tell you how your audience is composed, for how long viewers have watched a particular video, how many times people have seen your thumbnail, how many they have clicked on it, and more.
Summing up, this is an indispensable tool for any video marketer or content creator trying to make their YouTube audience grow – plus, it’s free!
Hotjar is a marketing analytics software that carries out Visual Behavior Analysis.
This platform shows the spots on your website that people tap or click on, how far down they tend to scroll, and even their mouse movements! Since it presents all this information through colorful heat maps, you can understand your users’ behavior without resorting to complex graphics or numerical data.
But that’s not all this tool has to offer! It also allows you to conduct small surveys to learn the real reason behind users’ actions. You define the exact moment these surveys will appear on your website by setting Customizable Behavior Triggers.
With Hotjar, visitors can also leave feedback on specific elements of your website. This is known as Visual Feedback and provides context to your users’ opinions.
Thanks to Hotjar, marketers, product managers, and UX designers can learn what’s causing abandonment on their websites and optimize these accordingly.
WordStream is an all-in-one platform that allows you to design and manage your Google, Facebook, Instagram, and Microsoft Ads from the same place. Today, though, we want to talk about its powerful PPC marketing analytics tools.
The platform offers free Performance Graders for various platforms to help you gauge your online advertisement campaigns. The strongest tool is the Google Ads Performance Grader, which sends data on wasted spend, negative and long-tail keywords, click-through rates, impression shares, and more. It also provides actionable tips to optimize your Google Ads campaign.
WordStream also offers SEO analytics tools to help you discover new keywords and measure their CPC and search volume.
As you can see, WordStream’s area of expertise is Google Ads, but it also has some excellent features for analyzing Facebook Ads. Not only it has a Performance Grader exclusive for this platform, but it also offers a Facebook Opportunity Calculator that shows your current organic reach and how much more it can improve with a small ad budget.
WordStream is a tool meant for small business owners and marketers that want to take full advantage of their PPC advertising campaigns.
This is a free SEO-focused marketing analytics tool offered by Google that can show you how this giant search engine sees your site, helping you improve your position on its SERP.
With Google Search Console, you can understand how Google crawls, indexes, and discovers your site. The platform also reports any error crawlers find when going through your website and allows you to submit updated content to Google index.
As if that wasn’t enough, Google Search Console also informs which sites link to your website and monitors your performance on the SERP. With this information, you can learn what sources and queries drive traffic to your website and improve your SEO accordingly.
Google Search Console is, without doubt, a must-have tool for any business owner, marketer, web developer, or site administrator that wishes to improve their website’s traffic and visibility.
Given that a wrong decision can turn into a costly mistake, a platform like Optimizely can be a life-savior.
This marketing analytics software helps you to A/B test your next move. Put simply, it provides you with analytics regarding existing and experimental data, allowing you to compare both of them and find out which option works best.
Marketing analytics tools like Optimizely can help you learn what works and what doesn’t without going through the burden of trial and error. This way, you can make the right decision regarding your website, mobile app, and chatbots from the very beginning.
Optimizely is a must-have tool for growth marketers, product managers, engineers, and data analysts.
Analytics tools should be part of every marketing strategy.
The information they bring about can prevent you from making the same mistakes over and over again and start focusing on what actually works for your business.
Basing your marketing moves on actionable insights can transform the effectiveness of your website, app, and videos and guide you towards success. It can also help you make better decisions regarding your marketing spends – and what kind of business doesn’t love optimizing their budget?
So, without further ado, we encourage you to try out the marketing analytics tools on this list and hope they lead you down the right path. Good luck!