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Analytics That Matter


9 TYPES OF WEB ANALYTICS TOOLS — AND HOW TO KNOW WHICH ONES YOU REALLY NEED

By Aakash ShahSeptember 26, 2022October 18th, 2022No Comments

Home » 9 Types of Web Analytics Tools — And How to Know Which Ones You Really
Need

You want to know if your website is contributing to your business the best that
it can. And if it’s not, you need to know where you can improve it.

Enter web analytics tools.

Note: This is a comprehensive guide, so if it’s too long to read, we can answer
any questions you might have about web analytics. Our experts are happy to share
our understanding of the market with you, free of charge.

Talk to an expert

Web analytics tools can help you find the answer to nearly any question you have
about your website or customers. But there are a lot of tools to choose from
today, and they’re all very tempting. And while you will probably need more than
one, you may not need as many as you think. It can be tricky to nail down which
ones you need the most.

So let’s take a look together at all the major types of web analytics tools,
some popular examples, and how to know when you need them.

 1. 1. Content analytics tools
    2. Customer analytics tools
    3. Usability (UX) analytics tools
    4. A/B and multivariate testing tools
    5. Social media analytics tools
    6. SEO analytics tools
    7. General enterprise analytics tools
    8. Open source web analytics tools
    9. Product analytics tools


WHAT WEB ANALYTICS TOOLS DO

Web analytics tools collect data to show you how visitors arrive at your website
and what they do once they’re there. These tools let you compare data over time
to see patterns. This data also lets you measure performance against benchmarks
and goals to see how your website is performing, where performance can be
improved, and the effects of the actions you take to improve it.

Some of the things that website analytics tools can tell you include:

 * How do people find your site? What do they do after they get there?
 * Which content on your site do people engage with? When and how are they
   engaging with it?
 * Why do some people buy and others don’t? How can you get more of them to take
   action?

Some analytics programs also include data from social media and mobile apps,
overlapping with the broader category of digital analytics.


GOOGLE ANALYTICS — THE MOST POPULAR WEB ANALYTICS TOOL

Many businesses start with Google Analytics. It’s the most popular solution for
web analytics. Over 29 million websites use it. It’s free and robust enough for
many small businesses. Using Google Analytics, you can understand which channels
bring you website traffic and see metrics like pageviews, unique pageviews,
average time on page, and bounce rate.

But there is no one tool that can measure everything you want to know.
Businesses often use a combination of supplementary tools on top of one primary
tool. In fact, we see the majority of our customers using Parse.ly and Google
Analytics in tandem for this reason.


WHEN DO YOU NEED MORE THAN GOOGLE ANALYTICS?

Google Analytics is a powerful tool, but it’s not always easy to get answers
from it. As your digital marketing strategies become more sophisticated, you may
need to find tools that make content performance data easier to access.


WHEN YOU NEED DATA TO BE PACKAGED DIFFERENTLY

Google Analytics also gives little insight into true engagement with your
website. Bounce rate and time-on-page metrics don’t tell the real story because
of how Google Analytics collects the data. For example, a reader is counted as a
bounce, whether they spend 15 seconds or two minutes on a page. And time on site
is not recorded for people who only visit one page on your site, which can be up
to 70% of your visitors.

Social media traffic is also difficult to understand in Google Analytics. It’s
often lumped into the direct traffic category. And there’s no way to see which
social posts or users are bringing in web traffic.


WHEN YOU WANT AN ANALYTICS PROGRAM THAT EVERYONE CAN EASILY UNDERSTAND

Google Analytics is also hard to use for those without deep technical expertise.
And it’s not getting any better with the switch to Google Analytics 4. Users,
such as writers on your content team, avoid it even when they can benefit from
understanding performance data. Online publisher Slate realized this when it
wanted to get everyone on its team aligned around the goal of engaging readers
to build a loyal audience. To do this, it needed audience data to be more
accessible to product managers, journalists, and analysts. Its answer was to use
a dedicated content analytics platform, Parse.ly.


WHEN YOU WANT DATA THAT GOOGLE ANALYTICS JUST DOESN’T OFFER

In addition, there are going to be times when you want more information about
your users than Google Analytics can offer. There are other types of web
analytics software tools that will be much more suitable for things like running
tests and getting to know your users and how they use your website or app.

Here are nine types of web analytics tools and when they come in handy.


1. CONTENT ANALYTICS TOOLS

Content marketing teams are catching onto what media publishers have known for
years: if you’re publishing a lot of content, you’d better have a good
measurement system in place. Given how difficult it can be for content-oriented
people to wade through tools like Google Analytics, it’s no surprise then that
content analytics has emerged as a new category of web analytics tools.

These tools help content teams measure how various audiences consume and share
their content. The resulting data lets them understand how to better engage
their readers and stimulate conversions.


PARSE.LY

Parse.ly is a content marketing analytics platform designed specifically for
measuring the performance of content. It offers an alternative to
general-purpose web analytics tools for content teams to find valuable insights
that help them make decisions. Content teams can see real-time and historical
data in a central dashboard, and they can easily sort and filter it by type,
author, channel, source, and more. Everyone on the content team, from directors
to editors to writers, can use it easily.

 

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Parse.ly’s approach to measuring content deviates from the generalized approach,
which relies heavily on metrics like bounce rate. Instead, it measures engaged
time via a ‘heartbeat‘ to produce a metric called engaged minutes. This measures
continuous engaged time even across videos and interactive content, which is
conspicuously missing from most tools like Google Analytics.

Parse.ly also pulls in data from external channels like social media (Facebook,
Twitter, LinkedIn, Pinterest, Reddit, Instagram), search engines (Google, Bing,
Yahoo!, Yandex), and platforms like web, mobile, Apple News, Facebook Instant
Articles, Google AMP, SmartNews, iOS, and Android apps to give a comprehensive
picture of content performance.



One of the add-ons available from Parse.ly shows conversions and attributions
for actions, such as newsletter signups, subscriptions, registrations, lead
captures, and ecommerce sales. See more resources and how to get started with
content analytics.


2. CUSTOMER ANALYTICS TOOLS

Customer analytics tools go deeper into customer behavior than other general web
analytics tools. These tools pull in customer data from various mediums like
web, mobile, email, and your product. You can create segments based on
behavioral patterns, then predict and offer the products and services those
distinct groups of customers might buy.


KISSMETRICS

Kissmetrics excels in customer data for ecommerce and SaaS companies. Both
product and marketing teams can benefit from data on power users and other
cohorts, insights into which features are most popular, and where your best
customers come from. It helps identify groups of customers who spend more and
make repeat purchases, as well as the products and offers they respond to.


Kissmetrics includes advanced business intelligence (BI) reporting with the
ability to query the raw data directly with SQL. The company has helped over
10,000 companies with $10 billion in transaction volume. Learn how Kissmetrics
differs from Google Analytics.


WOOPRA

Woopra is a less pricey alternative that shows what customers do between the
time they hear of you, visit your site, and leave or take another action. It
creates profiles for each individual visitor, taking into account the activity
on your website, email, social, paid media, sales, technical support, help desk,
and video, as well as engagement with your product. This is useful for
marketing, sales, and product teams.



The tool also automatically deploys changes on your site based on triggers to
help nudge customers along. Custom scripts let you display discount messages or
newsletter opt-ins based on actions by the customer that you set as triggers.
Learn more on the Woopra blog and see what it takes to get started.


3. USABILITY (UX) ANALYTICS TOOLS

Usability analytics tools are specialized tools that let businesses analyze what
users do on a page. They record how people interact with the page and its
elements, so an online marketing or product team can evaluate how different
features are received. With these insights, businesses can then make changes to
the page or user interface and see how those changes play out by measuring user
behavior.


CRAZY EGG

Crazy Egg focuses entirely on measuring how users navigate your website and
landing pages. It’s especially handy for optimizing conversion rates on pages
where you want users to take action. It offers several technologies to help you
understand how users are navigating your website, including heatmaps,
scrollmaps, click reports, and user session recordings.

Crazy Egg also offers A/B testing, so you can compare heatmaps and data before
and after changes on your web pages, for example. Check out the Crazy Egg blog
and documentation for getting started.


HOTJAR

Hotjar gives you the option to collect actionable feedback from users in
addition to data from heatmaps and visitor data recordings. You can use polls,
surveys, and live feedback chat to query people on your website. This adds a
qualitative dimension to the UX data you can collect, which is typically missing
from other usability web analytics.



Hotjar does not offer A/B testing like Crazy Egg does, but you can monitor
pre-existing A/B tests. That means Hotjar could work for you if you already use
a different tool that offers A/B testing. Check out its resources page and what
you need to get started.


4. A/B AND MULTIVARIATE TESTING TOOLS

You can run the occasional simple A/B test using a general web analytics tool.
But if you plan to test and optimize elements of your website regularly, you
will benefit from a dedicated testing tool. And if you plan to run multivariate
testing, which tests multiple variables on a page at once, you’ll definitely
need a tool like one of the following to accurately interpret results.


OPTIMIZELY

Optimizely offers testing analytics software to help businesses experiment and
continuously improve their products and websites. It’s used by engineers,
product managers, marketers, and data scientists and also has a reputation for
catering to software developers more than the other tools in this class. That
said, reviewers say that it’s simple to set up tests even with no technical
know-how.



Optimizely notably includes a visual web editor, customer journey
experimentation, and real-time analytics data. See Optimizely’s resource library
and how to start using it.


ADOBE TARGET

This tool is the way to go if you are already using the Adobe marketing stack
and you want the best tool to integrate with Adobe Analytics. And it offers a
very comprehensive list of capabilities. Adobe Target lets you build tests
across other digital channels in addition to your website and app, including
mobile and email.



In fact, you can also set up personalized elements to deploy for users based on
rules, profiles/segmentation, and behavioral targeting. See more on its
resources page and learn about getting started.


5. SOCIAL MEDIA ANALYTICS TOOLS

Social web analytics tools are important for businesses focused on growing
audiences and engagement on social media. While other tools may offer some
features to help with this — for example, Parse.ly includes social media data
for your content — you will need a dedicated tool if your business depends
heavily on social media engagement. Some social analytics tools provide analysis
only, while others let you manage your posts, too.


SPROUT SOCIAL

Sprout Social is an all-in-one social media management platform. You can use it
to schedule and publish social media posts and monitor campaign performance.
Keep your eye on keywords and hashtags, analyze your follower base, and even
track paid marketing campaigns using the tool’s key features.



Sprout Social lets you compare your performance on social media to that of your
competitors. Its social media analytics surface insights on both the industry
and the brand level, which you can apply to your product and business strategy.
See more resources and how to get started.


BUZZSUMO

BuzzSumo is a social media research tool. It helps you analyze content to see
what’s gaining buzz in your industry. It shows what content readers respond to
on social media, including what competitors are doing. BuzzSumo is useful to dig
up topics in your industry, see whose content is most popular, and find targets
for backlink and influencer outreach efforts.



BuzzSumo also offers social media monitoring with alerts and an API to let you
customize and integrate it into applications. Check out the BuzzSumo blog and
documentation for getting started.


6. SEO ANALYTICS TOOLS

If you use search engine optimization to attract traffic from search engines,
you most certainly need a specialized SEO tool in your web analytics tool stack.
These tools provide data on keywords to point out new opportunities to gain
traffic. They also give you data on backlinks pointing to a website. This is key
because the number and quality of links pointing to a website are an important
ranking factor for Google.


AHREFS

Ahrefs is a popular SEO analytics tool that offers both keyword research and
backlink analysis, though backlink analysis is Ahrefs’ bread and butter feature.
With the Ahrefs tool, you can see information about links pointing to any
website. This includes data like the number of links over time, the quality of
those links, and exactly which pages on a website link to yours. With this
information, the SEO team can work to improve the website’s backlink profile.



In addition to providing solid backlink data analysis, the tool is popular among
SEO teams for keyword research. Learn more with Ahrefs’ resources page and check
out popular questions about the tool.


ALEXA

Alexa, owned by Amazon and best known for its Alexa Rank metric, combines
competitor intelligence with SEO and website analytics. Alexa’s suite of tools
includes backlink research, keyword research, site audits, and brand strength
metrics. It also provides a unique feature where it shows you the likelihood
that your site can rank for any given keyword, which is a great help when
determining target keyword priorities.

 



Alexa particularly excels at competitor research and target audience analysis in
the context of SEO. It gives a snapshot of related websites in an industry and
then lets the user drill down to analyze websites by traffic sources, bounce
rate, social engagement, backlinks, and keywords, among other factors. Check out
Alexa tutorials and read more in the Alexa blog.


7. GENERAL ENTERPRISE ANALYTICS TOOLS

Those businesses that deal with large amounts of data face unique challenges and
thus need tools designed to handle them. Enterprise-level web analytics tools
are solutions designed especially for businesses with massive amounts of data —
visitors that number in the hundreds of thousands or millions per month. At that
point, you start to face challenges in separating the valuable data from the
noise, data inaccuracies, and sampling errors and gaining the insights you need
in a timely manner.

Parse.ly is an enterprise-level content analytics platform built for large
content teams. But depending on the other activities your teams engage in, you
may want to supplement it with a general enterprise analytics tool like the
following.


GOOGLE ANALYTICS 360

Google Analytics 360 is the premium version of Google Analytics. It includes
advanced features that are suited to websites that deal with large numbers of
users. This includes unsampled analytics data, meaning that, unlike regular
Google Analytics, reports are all based on actual data rather than samples of
data for greater accuracy. This enterprise-level web analytics tool integrates
with other Google platforms, like Google Ads, as well as other third-party
tools, like the Salesforce Marketing Cloud. This opens up opportunities for
campaign insights and remarketing.



Google Analytics 360 also offers advanced attribution modeling, which means a
marketing team can use a more sophisticated way to measure the impact of various
channels and touchpoints that lead up to a conversion. Learn more about Google
Analytics 360.


ADOBE ANALYTICS

Adobe also offers an enterprise-level web analytics suite of tools. This
solution is particularly useful for organizations that use Adobe Cloud and Adobe
Target because it integrates easily with tools in the Adobe suite. Fans say that
its drag-and-drop reporting interface is easy to use. Similar to Google
Analytics 360, Adobe Analytics can handle large volumes of data with no data
sampling. But it also goes beyond the website-only focus of Google Analytics
360.



The platform also incorporates Adobe Sensei, which brings some benefits like a
reduced time to discover statistically valid segments of customers. Data can be
‘activated’ into marketing workflows, meaning the platform can deploy audience
segmentation, content optimization, and personalize the experience for the
website visitor. The platform also allows broad data collection, even outside
Adobe properties. Read more on Adobe Analytics resources and see what you need
to get started.


8. OPEN SOURCE WEB ANALYTICS TOOLS

Open source web analytics tools give you more freedom and control over your data
than cloud-hosted solutions like those above. Your IT team can use and modify
the source code to build your own customized in-house software, so you can store
and analyze data how you prefer. This type of software is all on-premise because
you will store it — and all the data in it — on your own servers. You are then
responsible for maintaining and updating the software, too.

Among open source web analytics tools, two options stand out.


MATOMO (FORMERLY PIWIK)

Matomo offers open source code with the freedom to modify it and share
improvements among a vibrant community of developers. The software makes
available a general analytics solution along with other more specialized
features, like conversion funnels, visitor profiles, enhanced SEO, heatmaps, A/B
testing, and intranet analytics.



Matomo also doesn’t use data sampling, which other tools like Google Analytics
do. You can choose between cloud installation, which requires a subscription
like the other analytics tools mentioned above, or on-premise, which means you
can install the software on your own server and make it your own. Either way,
all the data belongs to you.


OPEN WEB ANALYTICS

Close behind Matomo in terms of popularity, Open Web Analytics also offers many
of the features you’d hope for in an open source all-in-one web analytics tool,
plus a few more. Notably, this solution lets you see where people click on a
page and how often people visit to measure loyalty. You can track an unlimited
number of custom site actions.



The software hooks you up with dozens of standard metrics, dimensions, and
reports. Even though it’s a free tool, remember, you’ll need IT resources to set
it up and keep it working. View demos here.


9. PRODUCT ANALYTICS TOOLS

Product analytics tools measure how people interact with and use a digital
technology product or app rather than a website. These analytics tools are used
by product development teams to improve the user experience. They can see if
users are interacting with a new feature, for example, or if it’s causing
friction for them, and then make changes accordingly. Some product analytics
tools also measure data from your website in addition to that of your product.


MIXPANEL

Mixpanel offers product analytics tools in addition to more general web
analytics tools. Its product-focused tools pull out data on how customers are
using a product in real-time, highlighting trends over time. Then, automated
analysis tools help product managers understand why those trends may be
occurring. To continually improve the product, the team can set up cohorts of
users and test how product changes resonate with those users.



According to information on Capterra, over 26,000 companies — including 30% of
The Fortune 100 — use Mixpanel. Customers say that they appreciate being able to
run tests without involving developers. See resources and how to get started.


AMPLITUDE

Like Mixpanel, Amplitude offers self-serve product analysis, so you use a
data-driven product strategy without technical know-how. However, unlike
Mixpanel, Amplitude is entirely focused on product analytics. Its data
collection and analysis extend through the entire user flow from onboarding
through trial, purchase, use, and churn. It maps out all the possible steps
customers take in the product to find points with high drop-offs. This points to
changes you can make for a big impact.



One of the core beliefs of the company behind the tool revolves around finding
and tracking a North Star Metric for your product. This means aligning the team
and their efforts around one measurement that is key to product success.

The company says that over 30,000 teams use Amplitude to grow their digital
businesses. To learn more about the tool, check out the Amplitude resources
library, blog, and tools to get started.


WHICH ARE THE BEST WEB ANALYTICS TOOLS FOR YOU?

As you can see, there are a lot of web analytics tools — and the information
that each provides is very attractive. Who doesn’t want to know as much as they
can about their customers?

But adding more tools isn’t always better. Tool fatigue can detract from their
usefulness because each tool you add also adds a cost — in the form of time,
money, and your attention.

So how can you know which web analytics tools are best for you?

The short answer is that it comes down to your team’s priorities. If you are a
small business still, you may only need one tool, like Google Analytics. If you
are focused on growing via SEO, then, by all means, equip your team with a
specialized SEO tool. And if you have reached scale with your content marketing
and you want to improve your ROI, then it’s time to consider a dedicated content
marketing analytics tool like Parse.ly.

Talk to a content analytics expert at Parse.ly today.


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