7 Best Marketing Analytics Tools

Digital Marketing
7 Best Marketing Analytics Tools
Article by Bisera Stankovska
Last Updated: May 31, 2024

Data is every marketer’s best friend. It shows us what’s working and what isn’t and helps us identify problematic areas so we can focus on improving them. But not all data is essential. Knowing which metrics to track is key to creating and executing a successful digital marketing strategy.

Marketing analytics tools are widely available; some are even free. But how do you know which one is right for your business? In this post, we’ll share the top seven marketing analytics tools you can leverage to boost your campaign performance.

What Is a Marketing Analytics Tool?

Marketing analytics is the process of collecting and analyzing campaign data to improve a website’s performance. Essentially, a marketing analytics tool is a software platform developed for tracking data to measure the performance of advertising efforts and see what works or not and why. Marketing analytics tools track user behavior and preferences and use these insights to understand what drives certain user behavior.

Marketers can use these insights to optimize their digital marketing strategy, direct spending toward what works, and increase conversions. Data-driven marketing and analytics tools are a win-win for marketers and users as they ensure that consumers see personalized ads for products they’re interested in, while marketers can increase ROI and create successful marketing campaigns based on the data gathered via these platforms.

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The Top Marketing Analytics Tools in 2023

An abundance of analytics tools is available on the market, so we researched for you. Here’s our list of the best marketing analytics tools in 2023.

  1. SEMrush
  2. Google Analytics
  3. Dreamdata
  4. Datorama
  5. Oktopost
  6. Supermetrics
  7. Adverity

1. SEMrush

SEMRush Marketing Analytics Tools
[Source: SEMRush]

SEMrush is a great analytics tool that allows you to perform competitive analysis, keyword analysis, SERP analysis and on-page and off-page SEO. You can track website traffic, backlinks and a range of other useful metrics.

Pros:

  • Allows you to performs advanced SEO and web analytics
  • Allows you to monitor organic traffic
  • Allows you to track social media effectiveness
  • The entry-level version is free
  • Offers multi-domain support
  • Can be integrated with other web analytics tools
  • Offers a library of learning materials
  • Provides a support team
  • Offers free trial

Cons:

  • Can be a bit pricey if you want additional features like Pro, Guru, Business and Enterprise plans

Pricing: The Pro plan starts at $119; Guru - $229; Business - $449

2. Google Analytics

Google Analytics Marketing Analytics Tools
[Source: Google Analytics]

Google Analytics is a well-known tool that tracks website traffic, session durations, bounce rate, and more. It gives you an insight into how well your website is performing, and if you require deeper marketing data, you can also integrate AdWords and Google’s Data Studio.

Pros:

  • Track website analytics in real time
  • Create custom reports
  • Use the basic version for free
  • Ideal for basic data analytics

Cons:

  • It’s complex to track the vast amount of data it collects
  • Can’t analyze user behavior or what encourages certain user actions (e.g., why a certain page has a high exit rate)

Pricing: Free basic plan; the Premium version runs at $150k a year

Garrett Olano, founder of Sugoi, states that Google Analytics stands out as a top recommendation for SEO marketing due to its comprehensive and user-friendly interface:

“Being a Google-owned platform, it seamlessly integrates with other Google services, enhancing its efficiency for SEO analysis. It's particularly valuable for its no-cost access, allowing businesses of any scale to utilize advanced analytics without financial burden. The platform provides in-depth insights into website traffic, user behavior, and conversion metrics, which are crucial for tailoring SEO strategies.

Its ability to track and analyze data in real time enables businesses to make informed, timely decisions. Its customization options, including setting up goals and segments, offer a tailored analysis to meet specific business needs. The learning curve is manageable, and the wealth of resources available makes it accessible for beginners and professionals alike. Overall, Google Analytics is a powerful tool that can significantly contribute to a business's online success when used effectively."

Devi B, SEO Specialist at Wonkrew, also speaks in favor of G-Suite and recommends the following marketing analysis tools:

  • Google Search Console, which monitors website performance in Google search, offering insights into search traffic, indexing status, and SEO improvements.
  • Google Analytics 4 (GA4), which tracks website traffic, providing insights into visitor behavior, traffic sources, conversions, campaign performance, and real-time monitoring.
  • Google Keyword Planner assists in keyword research and evaluation, offering insights into keyword popularity, search volumes, and competition.

3. Dreamdata

Dreamdata Marketing Analytics Tools
[Source: Dreamdata]

Dreamdata is a cloud marketing analytics solution for tracking revenue-related data and content analytics. It gives insights into performance across channels and at every point of the customer journey to reveal how much revenue is attributed to which section of your marketing efforts.

Pros:

  • Allows you to see which content generates revenue
  • Provides a wholesome overview of the customer journey
  • Enables tracking of both paid and unpaid channels
  • Offers customer support
  • Offers a free plan
  • Requires no training to use and collect data

Cons:

  • Data doesn’t backtrack before you set up your account; the tracking starts when you start using the platform
  • The setup time can take a while

Pricing: Free basic plan; Team plan available at $749/month; Custom pricing for Business plan

4. Datorama

Datorama Marketing Analytics Tools
[Source: Datorama]

Datorama gives you a look at the whole picture. It’s a platform that combines all relevant marketing data into a single dashboard where you can review and analyze it at your convenience.

It offers unified reporting across channels, including website, social media, email, events, and CRM.

Pros:

  • Offers unified data from multiple sources
  • Provides deep analytics across channels

Cons:

  • Data can’t be exported
  • Not so easy to use or set up campaigns
  • Customer service is paid

Pricing: Contact Datorama for a quote

5. Oktopost

Oktopost Marketing Analytics Tools
[Source: Oktopost]

Oktopost is a social media analytics tool that helps you track the success of each post and campaign. It provides valuable insights you can use to scale your businesses and increase ROI.

Pros:

  • Unified social media analytics in one platform (scheduling, analytics, campaign management, inbox)
  • User-friendly UI
  • Ability to manage multiple social media accounts
  • Efficient support
  • Integration possibilities with other platforms

Cons:

  • Limited publisher access

Pricing: Contact Oktopost for a quote

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6. Supermetrics

Supermetrics Marketing Analytics Tools
[Source: Supermetrics]

Supermetrics pulls data from marketing platforms and brings it to go-to reporting. You can pull data on sessions, engagement, conversions, event tracking, and ROI and export it to your desired storage platform.

Pros:

  • Allows you to pull all your marketing data from various platforms into one data storage platform
  • Allows you to automate and schedule data transfer
  • Easy to use

Cons:

  • Limited integrations
  • The data accessed is rather basic, with no deep analytics

Pricing: Starts at $74 per month for the Single Connector plan. Essential, Core, Super, and Enterprise also available.

7. Adverity

Adverity Marketing Analytics Tools
[Source: Adverity]

Adverity centralizes vast amounts of data, so you don’t have to manually waste time pulling data from various sources. The software provides granular-level insights into campaign performance and consumer behavior analysis.

Pros:

  • Automated data integration
  • Saves time on data management
  • Flexible

Cons:

  • It might require some training for those inexperienced in data use

Pricing: Contact Advertify for a quote

What Are the Different Types of Marketing Analytics?

Marketing analytics tools can track different metrics depending on what data you need. They can analyze your marketing efforts or specific channels and sections such as social media, email, SEO, etc. The type of data analytics tools you will benefit most from depends on your marketing strategy and the goals you want to achieve. Marketing analytics can be divided into several categories:

1. Descriptive Analytics

Descriptive analytics is the data that shows your marketing performance and helps you understand how well you’re doing. One example of this is tracking the success of a blog post and seeing how many page views it attracts, then comparing it to a similar blog post.

2. Predictive Analytics

Predictive analytics uses past data to make predictions for future results. This relies on algorithms to process vast amounts of data and predict what areas of marketing would be most profitable to pursue in your future advertising endeavors. This allows you to tailor your approach according to predictions about user preferences and offer personalized content based on demographics, interests, and other key factors.

3. Prescriptive Analytics

Prescriptive analytics aims to predict future outcomes, but it focuses on how you can impact future outcomes rather than the future outcome. It uses past data to help you select the right methods to achieve your marketing goals. While predictive analytics helps you identify the most profitable segments to target, prescriptive analytics goes into more detail. It helps you determine what methods to apply to meet your targets. These three types of marketing analytics can further be divided into several groups based on the data your company requires:

Web Analytics

Web marketing analytics tools collect and analyze website data. These tools observe the behavior and interaction your website visitors have with your web content and compare it to your goals to determine the success of your efforts. In other words, web analytics helps you discover whether your audience engages with your website content and connects with your message.

Examples of data that web analytics collects include:

  • Page visits
  • Page load time
  • New visitors vs. returning visitors
  • Location of your visitors
  • Time visitors spend on your website

SEO Analytics

SEO analytics collects and analyzes data to understand how optimized your website is and determine what can be improved to enhance your search engine rankings. This includes evaluating the content on your website and the keywords your site ranks for. SEO analytics tools analyze every page of your website and give you an insight into the performance of each page. This allows you to identify areas of improvement and direct your SEO efforts towards those areas.

Lead Generation Analytics

Lead generation analytics is the number of incoming leads your business gets or the number of potential buyers. This data is invaluable as it shows how many people are interested in your product so you can direct your marketing efforts towards nurturing leads to increase conversion.

Email Marketing Analytics

Email marketing analytics answers questions about your email campaign, such as:

  • How many users opened your emails?
  • At what time do users open their emails?
  • How many people clicked on the links in the emails?
  • How many people unsubscribed to your emails?

Why Do You Need Marketing Analytics Tools?

Creating a marketing campaign alone is not enough to bring results. Tracking your campaigns can help you determine what’s working vs. where to focus your efforts to reach your goals. Tracking all this data manually would be impossible, especially given the number of channels that need to be monitored. Marketing analytics tools, on the other hand, can process enormous amounts of data quickly and provide valuable campaign insights.

The digital marketing landscape is changing constantly. Marketing analytics software can measure and report real-time data from all marketing channels, giving you access to detailed reports to stay on top of digital marketing trends.

With data analytics tools for marketing, you can:

  • Track and compare content performance and discover new trends
  • Analyze user behavior
  • Track conversion marketing
  • Track your business performance
  • Evaluate your marketing efforts

These tools allow you to conduct an in-depth analysis of your campaign health, define priorities, and allocate the marketing budget to the most profitable segments.

How To Choose the Best Marketing Analytics Tools

If you’re investing in marketing analytics tools, you should not take the selection process lightly. Different analytics tools collect and report different types of data, and depending on the information you need, you can use one or several of them simultaneously.

To ensure you pick the right analytics tools for your digital marketing strategy, consider the following questions:

1. What Data Do You Want to Track?

The first step towards selecting a data analytics tool for marketing is identifying the metrics you want to track. Whether you want to track how users respond to your content, stay on top of lead generation, or track your SEO efforts only, you need to define the key metrics for your campaign.

2. What Features Should the Tools Have?

Create a list of features you need your analytics tool to have. You can list the non-negotiables first and add some nice-to-have features after. This will help direct your search for marketing analytics tools and help you find the ones that suit you faster.

3. Can the Platform Unify Data From Multiple Sources?

InData comes from numerous sources, which require time and effort to extract, compile and analyze. This is an incredibly time-consuming job for most marketers and nearly impossible to handle, especially if you are tracking various metrics.

The software analytics tool you choose should be able to pull the data from various sources and present it on a single platform for you to review. This saves a lot of time and allows you to focus on what’s important — using the insights provided to improve your campaign performance.

4. Can You Test the Platform?

Some data analytics tools for marketing will let you take their platform for a test run and see if it fits your needs. This is a good way to see if you’ve allocated your budget to the correct tool.

Take advantage of the free trials to see if the platform provides what you require to improve your campaign performance and benefit from down the road.

If you still need some help, here’s a curated list of must-have marketing analytics tools according to Wendell Jordan, SEO Specialist at Jordan Marketing Consultants.

  • Google Analytics offers comprehensive website performance insights, tracking traffic sources, user behavior, and conversions.
  • Social Media Analytics: Social Pilot for engagement data on social platforms; Hootsuite for tracking and scheduling content.
  • Email Marketing Analytics: Mailerlite for email campaign analytics like open rates and subscriber behavior; Mailchimp is a secondary option.
  • SEO Analytics: Moz and Ahrefs for accurate data, reporting, and content strategy.
  • Paid Advertising Analytics: Google Ads for campaign performance and keyword analysis; Facebook Ads Manager for detailed analytics on Facebook and Instagram campaigns.

Wrapping Up on Marketing Analytics Tools

While there are many marketing analytics tools available, your marketing strategy and approach should dictate which one you end up with, whether it’s:

  • Descriptive
  • Predictive
  • Prescriptive

To ensure you have the right data to scale and optimize your campaign performance, select a marketing analytics tool that answers your campaign’s burning questions.

Define your exact needs, reference our list above, and gain insights to improve your next campaign. Digital marketing agencies are your solid ally when it comes to this.

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