Important: This is an article from our series about the affiliate martech stack, in which we highlight the most effective tools for affiliate marketing.
From where your website visitors come from to how they interact with website elements to what converts and hinders conversions – all these insights can increase your on-site sales potential. And you can unlock them with the right set of web analytics tools.
It’s only logical that your customers cannot remain a mystery to you. You should know where their journey begins, how it evolves, and why they buy from you. Then you can always hit the right audience with the right content and continuously optimize your campaigns.
The good news is that the right suite of web analytics tools can unlock all user insights you need, helping convert leads into paying customers. We’re talking about data like engagement, demographics, on-site interactions, and other behaviour metrics.
Without any further ado, let’s review the best web analytics tools on the market.
*Phonexa cannot be held responsible for the business conduct or actions of the companies from the list. These are all independent companies unrelated to Phonexa. The research was made with no bias, reflecting the personal opinion of the Phonexa team.
Top 10 Web Analytics Tools in 2025
Google Marketing Platform
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate | Direct Traffic | Search Traffic | Paid Referral Traffic | Referral Traffic | Social Traffic | Mail Traffic |
| 3,500,000 | 2 | 69 | 0.66 | 35.75% | 27.84% | 1.49% | 34.08% | 0.75% | 0.10% |
Google Marketing Platform is the most used set of advertising and web analytics tools for data-driven marketing decisions, with its flagship Analytics 360, a premium version of the standard Google Analytics.
Analytics 360 uncovers user demographics, location, device, OS, and interests and can actually be integrated into other Google products and Salesforce. It’s paid at the enterprise level; how much depends upon the business level and needed service packages.
Standard Google Analytics allows free access to web analytics software and conveys substantial insights about website performance for any ordinary small to medium business needs.
Analytics 360 vs. Google Analytics – Web Analytics Tools Comparison
| Analytics 360 | Google Analytics |
| Paid | Free |
| Real-time data | 24 to 48 hours of delay |
| Deep analysis | Basic depth of analysis |
| Deep Google Ads integration | Basic Google Ads integration |
Even though Google Analytics lacks many of the features provided by Analytics 360, it still may be the best free web analytics software up your sleeve.
Matomo
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate | Direct Traffic | Search Traffic | Paid Referral Traffic | Referral Traffic | Social Traffic | Mail Traffic |
| 302,895 | 3 | 157 | 0.56 | 36.62% | 54.00% | 0.03% | 6.91% | 0.96% | 1.48% |
Matomo is a web analytics software that you can host on your server for free, a unique selling point. The on-premise web analytics software suite is free, whereas its cloud suite costs €22 for 50,000 hits monthly, with a hit being an instance of even tracking, viewing, downloading, making a content tracking request, or doing an on-site search.
Mixpanel
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate | Direct Traffic | Search Traffic | Paid Referral Traffic | Referral Traffic | Social Traffic | Mail Traffic |
| 2,525,273 | 8 | 312 | 0.36 | 82.36% | 11.77% | 0.05% | 2.61% | 1.12% | 2.09% |
Mixpanel is a set of web analytics tools for tracking session-based data like shares, downloads, uploads, and purchases. Mixpanel doubles down on specific on-site actions that give you insight into how to convert more visitors on your website, also offering all core user journey reports, templates, and integrations.
Hotjar
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate | Direct Traffic | Search Traffic | Paid Referral Traffic | Referral Traffic | Social Traffic | Mail Traffic |
| 3,273,648 | 5 | 201 | 0.5 | 68.26% | 24.70% | 2.12% | 3.04% | 0.76% | 1.12% |
Hotjar is one of the best freemium suites of web analytics for data interpretation, revealing how and why users interact with a certain website element or feature. You can use heatmaps, session recordings, surveys, interviews, and feedback to know what makes users perform certain target actions and what prevents them from doing what you want them to do.
The free subscription will unlock 35 daily sessions, auto data capture, unlimited heatmaps, and HubSpot integration. Paid plans – €39, €99, or €213 per month, or 20% off if paid annually.
Woopra
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate | Direct Traffic | Search Traffic | Paid Referral Traffic | Referral Traffic | Social Traffic | Mail Traffic |
| 373,688 | 7 | 170 | 0.52 | 65.13% | 30.94% | 0 | 3.65% | 0.28% | 0 |
Woopra is a suite of tools for tracking on-site and off-site user interactions and customer journey visualization. With Woopra, you can develop an optimal follow-up for every interaction, be it download, click, view, subscribe, or purchase.
Here are some of the insights you can unlock with Woopra:
- Advertising channels and on-site content that generate conversions
- How customers react after buying the core product
- How various traffic channels, touchpoints, and retargeting drive conversions
Woopra also provides a no-cost subscription plan, so you won’t over-invest in getting familiar with its key web analytics tools. The paid subscription is $999 per month, while there is a custom enterprise-level plan for big companies.
Adobe Analytics
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate | Direct Traffic | Search Traffic | Paid Referral Traffic | Referral Traffic | Social Traffic | Mail Traffic |
| 1,826,654 | 3 | 99 | 0.57 | 25.42% | 58.06% | 0.74% | 13.64% | 1.58% | 0.56% |
A part of Adobe Marketing Cloud, Adobe Analytics provides tools and services to capture, process, and analyse both website performance as well as behavioral data online.
Of course, the creativity software giant may not be the first and most logical choice when it comes to web analytics, but you can combine it with the company’s other offerings to get a holistic look into customer journeys.
Adobe Analytics is a paid tool that comes with about a dozen different software packages, including sheer web analytics.
Chartbeat
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate | Direct Traffic | Search Traffic | Paid Referral Traffic | Referral Traffic | Social Traffic | Mail Traffic |
| 1,139,086 | 4 | 287 | 0.35 | 76.98% | 8.38% | 0.02% | 5.13% | 3.62% | 5.86% |
Chartbeat offers web analytics for content marketing to help customers understand what earned attention and why. You’ll be testing how headlines, stories, and other pieces perform against each other on different types of devices and operating systems till you nail it.
Chartbeat integrates with Facebook CrowdTangle, Facebook Instant Alerts, and Google AMP to bring in valuable off-site data – those missing puzzle pieces when trying to recreate a complete customer journey.
Kissmetrics
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate |
| 37,625 | 1 | 44 | 0.75 |
Kissmetrics is a user-behavior-based online web analytics tool suite that helps monitor customer interaction in real-time for on-the-fly adjustments. It does what Google Analytics does but in greater breadth and depth. You can understand all friction points and how to optimise user experiences at each of these points.
The pay-as-you-go plan starts from $0.00025 per event; a monthly plan from $25.99, with 10,000 events. The free trial is available, and you can save 25% if paying annually.
Open Web Analytics
Open Web Analytics (OWA) is an open-source web analytics software for measuring and analyzing website and app interactions. Like Matomo, OWA can store tracked data in your own server, so you possess full ownership of all the data and total privacy.
Besides, OWA can help you with on-page tracking, click heatmaps, geo-tracking, session recording, etc. This software is totally free and does not have data storage limitations.
Crazy Egg – A Heatmapping Web Analytics Tool
| Monthly Visits | Page Per Visit | Time On Site | Bounce Rate | Direct Traffic | Search Traffic | Paid Referral Traffic | Referral Traffic | Social Traffic | Mail Traffic |
| 517,424 | 3 | 335 | 0.62 | 36.68% | 56.94% | 0.06% | 3.14% | 1.05% | 2.12% |
Crazy Egg is a well-recognized web analytics and heat mapping tool that you can use to discover how far users scroll down on your webpage, where their interest holds, and where they click or why they don’t take the intended action.
- Heatmap Report – pinpointing areas of activity
- Scrollmap Report – knowing about on-page movements
- Confetti Report – analysing clicks on-site
- Overlay Report – summing up the clicks on a particular page element
- List Report – finding total of clicks on selected web pages
Crazy Egg offers four paid subscription plans, ranging from $29 to $249 per month, an enterprise-level custom pricing plan, and a free trial.
Track Every Step of the User Journey with Hitmetrix
Take the guesswork out of your customer acquisition strategy with real insights that are easier to implement than you think. Unlock hidden web analytics and website form performance with Phonexa’s proprietary behaviour recording and analytics software, HitMetrix.
Get the complete picture of your affiliate marketing by integrating HitMetrix with Phonexa’s all-in-one marketing performance ecosystem.
Build your plan now, or book a demo to find out more about Phonexa.
Insights To Unlock with Web Analytics Tools
Web analytics tools can provide you with on-site and off-site data on demographics, psychographics, traffic flow sources, conversion insights, and more:
| Demographics | Gender, age, employment, location, income, etc. |
| Psychographics | Interest, values, purchase intent, loyalty, motivations, etc. |
| Traffic Source | Traffic sources, including the most and the least profitable and available sources |
| On-Site Behavior | How users interact with your content and what creates conversions |
| Conversion Insights | Elements that triggered a target action like filling out the form, making an account, subscribing to a newsletter, etc. |
Web Analytics Software vs. Web Analytics Tools
Web analytics software is usually a suite of solutions focused on narrow tasks, whereas web analytics tools are independent tools for analysing one or a few metrics like website clicks or conversions. In practice, though, there is hardly any difference between popular web analytics software and tools, as both analyse on-site and off-site user journeys.
Frequently Asked Questions
What exactly are web analytics tools?
Web analytics tools monitor and analyse both on-site and off-site user behaviour. For example, if you want to identify which traffic source generates more users to your product page, you can use HitMetrix or map the user journey in Google Analytics.
What can web analytics tools tell you about a user?
Web analytics tools can tell how users interact with your website: psychographics, demographics, conversion insights, on-site behaviour, content performance insights, etc.
How do you choose web analytics software?
Here are some parameters for choosing web-based analytics software:
- Data collection type and depth
- Integrations with lead management and CRM systems
- Ease of use and the fact that data will be stored on your server
- Data freshness: real-time or in some delay
- Price-to-scalability ratio
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