These Are the Best Marketing Analytics Tools

Carolin Puls 6/6/2024

This is how you optimize your content with marketing analytics tools: We show you the best tools for this and tell you what they can do

Your data ist valuable
Table of contents
  1. A marketing analytics tool gives you insights into the behavior of your target group
  2. These are the 9 best marketing analytics tools
  3. 1. Google Analytics
  4. 2. Tracify
  5. 3. Hotjar
  6. 4. Etracker Analytics
  7. 5. Google Tag Manager
  8. 6. Adobe Analytics
  9. 7. SimiliarWeb Pro
  10. 8. Econda Analytics
  11. 9. Amplitude
  12. Ready for Analysis?

You have invested money in your marketing campaign, but it did not run as successfully as thought? You produce content, but does it really appeal to your target group? These and many more questions need to be answered in marketing. However, it is sometimes not that easy to find the right answers, as you do not have a crystal ball that shows you how your customers will react to content and campaigns. But there is something that comes quite close to such a crystal ball. We are talking about Marketing analytics tools. Why you should definitely use a digital analytics tool and which 9 tools we can recommend for this purpose, you can find out in this article.

A marketing analytics tool gives you insights into the behavior of your target group

Maybe you are now asking yourself why you should use another tool, after all, you are already working with many different software. What advantage should an analytics tool for marketing offer now? Quite simply: Such a software shows you via which channels you generate traffic on your website. You can then link these traffic analytics with the data from your CRM system. As a result, you can immediately see which prospects have converted into leads.

If you know what content your target group is interested in, you can optimize this content on the remaining relevant communication channels so that your customers can benefit from it to the greatest possible extent. This in turn increases the likelihood that prospective customers will also become buyers. It is becoming increasingly important to understand the behavior of your target group. With which devices do prospects visit your channels? At what times are they active? What search terms do they use? If you can answer these questions, you can gain a comprehensive understanding of the entire customer journey. The time invested here can also save you hard cash.

With a marketing analytics software you can identify which channels are worth investing your time in. You recognize this by generating leads from interested parties* that bring money to your company. From this you can draw important conclusions for your marketing strategy and adapt it as needed and when analysis results change. For example, you can try to adapt the content that leads to high conversions on Facebook to other channels like e.g. Twitter. The solid numbers and recorded paths of consumers* enable you to make the right decisions that really advance and grow your company. So you no longer have to guess which campaigns were really worth their money and what you should change next time, because you have all the facts in your analytics tool for marketing content.

These are the 9 best marketing analytics tools

We don't want to beat around the bush any longer, but tell you which are the 9 best marketing analytics tools. We have picked these from our software comparison platform OMR Reviews especially for you and summarized the following for you:

Be aware: This ranking is based on the status of 15.12.2023.

1. Google Analytics

Probably the most famous predictive analytics tool for marketing executives is Google Analytics. This tracking tool measures on a central platform the performance of your marketing activities, your content's performance and interest in different products. The Google marketing analytics tool provides various key figures that you can display over different periods. The software uses tracking codes from the search engine to collect usage data, which you integrate into your website and then play out to your website visitors. All you need to set up the software is a Google account.

Google Analytics Costs

The basic version of Google Analytics is free. The paid version, Google Analytics 360, is however quite expensive. It is available from about 135,000 € per year. Yes, you read that correctly. For this price, the marketing analytics software offers you higher quality and quantity of data, improved custom data collection, advanced analytics and special support through a dedicated Google Analytics account manager.

Further information on Google Analytics prices as well as user reviews with price reference can be found on OMR Reviews.

Google Analytics Alternatives

On OMR Reviews you can find an overview of Google Analytics alternatives. This way, you can make your decision for the right marketing analytics software based on user reviews and their experiences.

 
 

2. Tracify

Tracify also focuses on tracking and attribution of all marketing activities. Thanks to a revolutionary tracking technology, users can be tracked in compliance with GDPR even without modeling or Google Analytics. Tracify offers a series of dashboards that provide insights into the performance of individual channels and present the customer journey transparently.

Tracify Costs

Tracify is available for shops from 500 EUR/month. Those who want to use Tracify as an agency must ask the provider directly for prices.

Further information on Tracify's prices as well as user reviews with price reference can be found on OMR Reviews.

Tracify Alternatives

On OMR Reviews you can find an overview of Tracify alternatives. This way, you can make your decision for the right marketing analytics software based on user reviews and their experiences.

 
 

3. Hotjar

Hotjar, founded in 2014, describes itself as "the leading solution for businesses that sell online, and their marketing, analytics, UX, and CRO teams, who want to better understand user behavior and then collect their feedback". The offering includes, among other things, heatmaps, on-page polls (pop-ups), and surveys. At the moment, the solution is said to be used by more than 550,000 websites in over 180 countries worldwide.

Hotjar Costs

The prices for the use of Hotjar vary depending on private or commercial use. The different subscription models start from the free Basic Version until the Scale Version with 389 EUR/month.

Further information on Hotjar's prices as well as user reviews with price reference can be found on OMR Reviews.

Hotjar Alternatives

On OMR Reviews you can find an overview of Hotjar alternatives. This way, you can make your decision for the right marketing analytics software based on user reviews and their experiences.

 
 

4. Etracker Analytics

Next we would like to introduce you to a German digital analytics tool. Etracker Analytics works without cookies, which makes tracking of different sessions possible without the consent of your visitors. The tool is always data protection compliant. You can further process the data obtained in the Google Data Studio or in data warehouses, if you wish. Via a plugin you can integrate etracker Analytics into a shop system of your choice. You can always keep an eye on the data of your marketing campaigns from the interactive dashboard.

Etracker Analytics Costs

The basic version of the tool is free of charge. For blogs and content websites, etracker offers the Basic option, which costs 19 € per month. For shops and conversion tracking, there is the Pro model. This costs 29 € per month. If you want to experience analytics at the highest level, you can invest in the Enterprise version, which costs 149 € per month.

Further information on etracker Analytics prices as well as user reviews with price reference can be found on OMR Reviews.

etracker Analytics Alternatives

On OMR Reviews you can find an overview of etracker Analytics Alternatives. This way, you can make your decision for the right marketing analytics software based on user reviews and their experiences.

 
 

5. Google Tag Manager

Google Tag Manager is a tag management system, through which tracking codes and the associated code fragments can be updated on a website or mobile app. Once installed, the website or app can communicate with the Tag Manager servers. It is then possible to define tracking tags and triggers through which a tag is triggered using the web-based user interface. The creation of variables simplifies and automates tag configuration.

Google Tag Manager Costs

Google Tag Manager offers a free version for small to medium-sized companies. For those needing unlimited workspaces and wanting to be more broadly based, you must contact the provider directly.

Google Tag Manager Alternatives

On OMR Reviews you can find an overview of Google Tag Manager Alternatives. This way, you can make your decision for the right marketing analytics software based on user reviews and their experiences.

 
 

6. Adobe Analytics

Adobe Analytics gives you the possibility to link the data obtained from the analysis with the customer journey. This allows you to analyse the visitor experience better. The tool promises a return on investment of 224 %. Adobe Analytics wants to abolish the classical silo thinking and therefore offers the possibility to store all important data centrally in one place.

Adobe Analytics Costs

Adobe Analytics is available in Select, Prime and Ultimate versions. You must inquire the prices directly from the provider.

Further information on Adobe Analytics prices as well as user reviews with price reference can be found on OMR Reviews.

Adobe Analytics Alternatives

On OMR Reviews you can find an overview of Adobe Analytics Alternatives. This way, you can make your decision for the right marketing analytics software based on user reviews and their experiences.

 
 

7. SimiliarWeb Pro

SimiliarWeb Pro specializes in statistics, data and traffic analysis for websites and mobile apps. The Marketing Intelligence Solution offers quite comprehensive research possibilities. For domains, for example, the traffic and engagement progression can be cited, the target group can be defined, and it can also be broken down to show which other sites or advertising networks the visitors of the page often come from. SimilarWeb also provides statistics for apps, albeit less extensively.

SimiliarWeb Pro Costs

A limited version of the software is available for free. If you want to use all the functions, you must contact the provider directly.

Further information on SimiliarWeb Pro prices as well as user reviews with price reference can be found on OMR Reviews.

SimiliarWeb Pro Alternatives

On OMR Reviews you can find an overview of SimiliarWeb Pro Alternatives. This way, you can make your decision for the right marketing analytics software based on user reviews and their experiences.

 
 

8. Econda Analytics

The Marketing Analytics Software Econda Analytics offers solutions for data acquisition, analysis and personalization. The platform also features AI, deep learning and recommendation. The developers refer to the tool as "by far the most widely used commercial (web) analytics solution" for the top 100 German catalogers.

Econda Analytics Costs

The costs for econda Analytics range depending on the number of page views between 50 and 1600 €. An accordingly high setup fee is added.

Further information on Econda Analytics prices as well as user reviews with price reference can be found on OMR Reviews.

Econda Analytics Alternatives

On OMR Reviews you can find an overview of Econda Analytics Alternatives. This way, you can make your decision for the right marketing analytics software based on user reviews and their experiences.

 
 

9. Amplitude

Amplitude is a company founded in 2012, which focuses on the analysis of digital products. The focus is on the behavioral analysis of users. The tool helps companies analyze the behavior of their product users in order to optimize metrics such as conversion, activation and retention. The solution is said to be suitable for both large enterprise customers and start-ups and scale-ups.

Amplitude Costs

There are three different versions of the product analytics tool Amplitude: Starter, Growth and Enterprise. The Starter plan is free of charge and the prices for the other two plans are available on request.

Further information on Amplitude prices as well as user reviews with price reference can be found on OMR Reviews.

Amplitude Alternatives

On OMR Reviews you can find an overview of Amplitude Alternatives. This way, you can make your decision for the right marketing analytics software based on user reviews and their experiences.

Ready for Analysis?

With the investment in a marketing analytics tool, guessing about the performance of your marketing campaigns is a thing of the past. Because these tools provide comprehensive key figures and data on the behaviour of your website users. If you optimize your content based on this data and identify the channels that are worth playing, you can save hard cash and offer your customers a noticeably improved customer journey.


Carolin Puls
Author
Carolin Puls

Carolin ist freie Redakteurin bei OMR und mit ganzem Herzen Autorin. Als Brand Managerin war sie bereits bei verschiedenen Unternehmen aus der FMCG-Branche für das Marketing zuständig. Währenddessen hat Carolin berufsbegleitend Ihr Studium zur Marketing-Betriebswirtin abgeschlossen.

All Articles of Carolin Puls

Software mentioned in the article

Product categories mentioned in the article

Related articles

Join the OMR Reviews community to not miss any news and specials around the software seeking landscape.