The Best Marketing Analytics Tools in 2020
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Marketing without analytics is like a car with no gas — it’s still functional in theory, but it won’t get you very far.
Tracking all of your marketing efforts, both online and offline can be a difficult feat. You want to ensure you’re tracking every point at which a prospective customer interacts with your brand.
And what’s more, you’re going to want to be able to piece all of this information together like one big jigsaw puzzle.
There are a lot of really valuable marketing analytics tools on the market to help you do this, but it can be difficult to know which ones are right for you and your business.
To make life easier, we’ve broken down the biggest and best marketing analytics tools into sections based on what you’ll be using them to track.
If you’re looking to jump to a particular section, you can do so here:
- Social Media Analytics Tools
- Web Analytics Tools
- SEO Analytics Tools
- Link Analytics Tools
- Analytics Dashboard Tools
Social Media Analytics Tools
Socialbakers is a tool to manage and analyze your social media efforts. By leveraging the largest data-set in the industry, its unified social media marketing platform helps brands — both large and small — ensure their investment in social media is delivering measurable business outcomes. With Socialbakers, marketers can easily understand who their audiences are, what content they love, analyze engagement and improve cross-channel care.
BuzzSumo is a tool that provides social insights for content marketing and SEO campaigns. You can use it to discover what people are sharing the most in your niche, analyze what topics, headlines, and content formats work, get alerts whenever your brand is mentioned, and much more.
Web Analytics Tools
An obvious choice, but a must-have, nonetheless. Google Analytics is an essential marketing analytics tool for any business. Use it to track visits, goals, subscribers, and pretty much anything else that’s happening on your website.
Adobe Analytics is another one of the leading analytics and measurement tools that guides you beyond data to insights you can act on. It’s more than simple web analytics, it’s customer intelligence.
Heap automatically captures all of your customer touchpoints and automates away the pain of data. With other tools, you’re often required to tag events before you get up and running and manually implement tracking codes, but Heap automatically captures clicks, swipes, taps and form changes on your website.
Google Search Console is a search reporting tool that helps you measure your site’s search traffic and performance. You can use this data to help you fix any issues, as well as boost your website’s Google search rankings across the board.
By combining both analysis and feedback tools, Hotjar gives the ‘big picture’ of how to improve a site’s user experience and performance/conversion rates. Use this heatmap tool to quickly and easily identify what’s working on your website or blog and where there’s room for improvement.
SegMetrics lets you go beyond standard web tracking to connect every visitor to a lead in your email marketing system. Use their one-to-one attribution to understand what causes your visitors to convert, and what turns your leads into customers. SegMetrics is the only tool we know of that lets you accurately calculate a dollar value to any action in your funnel. And the best part? It automatically connects to the tools you already use — no coding necessary.
Crazy Egg is another heatmap tool that allows you to visualize your website’s visitors. A Crazy Egg heatmap lets you collect more than 88% of the data you would using a traditional eye-tracking process with almost no IT involvement.
Optimizely empowers you to do more than just make web pages as a marketer. You can A/B test the design of your website, landing pages, call-to-action-buttons, and even the way your visitors interact with your site.
Take back control with Matomo Analytics – a powerful web analytics platform that gives you and your business 100% data ownership and user privacy protection.’
SEO Analytics Tools
SEMrush is an SEO tool that you can use to analyze your competitors, research keywords, gain competitive intelligence, and grow your business.
Ahrefs is a tool that crawls the web and captures tons of data that can be used to aid keyword research, link building, content marketing and SEO strategies. Essentially, it helps to accelerate the growth of organic search traffic to a website.
Moz is another all-in-one SEO toolset that offers you the ability to conduct site audits, track keyword performance, analyze any and all backlinks to your site and do keyword research.
Link Analytics Tools
Rebrandly is the industry-leading link management platform to brand, track and share custom short URLs (branded links) using a domain name that represents your brand.
By taking a generic short link like butt…ly/uh9372 and turning it into a powerful statement like YourBrand.is/Better — equipped with embedded UTM parameters, retargeting pixels, and advanced click tracking capabilities — you can turn any link into a growth engine for your business.
With branded links, you can:
- Increase social engagement and CTR by up to 39%
- Improve your conversion rate with advanced traffic routing
- Grow your audience by adding retargeting pixels to your links
The sister company of Rebrandly, ClickMeter is also a tool that falls into the link management category. The difference between the two, however, is that ClickMeter provides more advanced conversion-tracking capabilities and deeper link analytics insights. If you’re looking for a more heavy-duty tool to track your links, you can use ClickMeter in conjunction with Rebrandly.
Analytics Dashboard Tools
Whatagraph is an automated reporting platform for digital agencies and marketing teams. Track, analyze, and share your marketing performance data with visual, engaging, and easy-to-read reports.
Singular is a marketing intelligence platform that helps you unify your siloed marketing data, apply attribution, and expose insights to accelerate growth. With thousands of integrations, they provide the single marketing dashboard your team needs to gain accurate and complete insight into performance.
Improvado is a “data pipeline” — pulling data from over 180 marketing platforms (Facebook, Google Analytics, Ad Servers, CRMs and email platforms, etc.) and “piping” it into any data warehouse or visualization tool you choose. This can save you and your team countless hours of manual reporting time, as well as countless dollars in wasted marketing spend.
LeadsRx is a marketing attribution platform used by B2B and B2C businesses as well as by marketing agencies. The system helps marketers understand how each advertising channel is performing in terms of driving revenue and customer acquisition events. Teams that use LeadsRx maximize Return on Ad Spend (ROAS) by reducing wasted ad spend, improving conversion rates, and understanding customer journeys.
Supermetrics lets marketers move all their data into one place for analytics & reporting. Whether it’s spreadsheets like Google Sheets & Excel, dashboard & visualization platforms like Google Data Studio, or a data warehouse like BigQuery, Supermetrics lets you move your marketing data from 50+ sources to where you want it. It’s super easy to use, no technical skills are required, and you can even set up your own marketing data warehouse without a single line of code.
Net-Results is a marketing automation tool that includes built-in analytics and dashboards customizable by your chosen audience segments.
AgencyAnalytics is a client reporting and dashboard tool for agencies with over 30 integrations with tools for PPC, SEO, social media, email marketing, and more. Consolidate your data in a custom, white-labeled dashboard and then turn that dashboard into automatically generated reports. You can even give clients and employees their own logins to track how their campaigns are performing.
Cyfe is an all-in-one business dashboard that allows you to pull data from services like Google and Salesforce using their pre-built widgets. You can use this tool to monitor everything from multiple websites to individual team performance.
Over to you
So there you have it. If you’re looking to step up your marketing analytics, you can use any (or all — well, maybe not all) of the tools listed above to help you out.
Many of these tools can be used in conjunction with one another, so it’s important to do your research, outline exactly what you need and want to track, and go from there.
Do you use any other marketing analytics tools to track your efforts? Let us know in the comments!
Further reading:
- Free online marketing tools: The $0 marketing stack
- 150+ Best Marketing Tools: Ultimate List
- How to track offline marketing metrics
This article is about:
- The best marketing analytics tools
- Social media analytics tools
- Link analytics tools
- Web analytics tools
- SEO analytics tools
- Analytics dashboard tools
