34 Best Web Analytics Tools To Use In 2023

27 June 2022

When it comes to web analytics tools, you cannot go wrong with Google Analytics. For that matter, most other business owners think that using Google Analytics is the only way. 

While Google Analytics is a robust web analytics platform and a free tool, it’s not the only analytics platform on the market, and there are many other tools that complement and expand what GA can do. In this article, you can compare options and find the perfect fit for your business. Your company’s analytics goals should match at least two or more of the tools listed below.

Note: Sign up and try Leadfeeder free for 14 days to see the companies that visit your website, which pages they look at, and more.

Best web analytics tools for 2023

1. Leadfeeder

Leadfeeder home page

Pricing: 14-day free trial, paid plans start at $199/month

Rating: 4.3 stars on G2 (Based on 626 reviews)

Leadfeeder tells you what companies visit your website, even if they never fill out a form or contact you.

Leadfeeder also shows you contact information for employees at the company. This allows you to follow up with visitors who never inquired about your product or time your outreach to potential high quality leads in your sales pipeline.

To try out Leadeeder, all you need to do is install the Leadfeeder Tracker (it takes less than 5 minutes!).

14-day free trial is available with paid plans starting at $199/month.

To sign up for Leadfeeder, follow these steps. We can start sending you leads in minutes. 

website visitor identification

Website Visitor Identification Guide

The people visiting your website don’t have to be a mystery


2. Visual Website Optimizer (VWO)

Visual Website Optimizer homepage screenshot

The free web analytics tool, Visual Website Optimizer (VWO), gives you the tools to perform experiments by A/B testing different graphical and textual on-page elements.

It also gives you the ability to record visitor sessions for playback analysis. For example, one company used the live user recording feature of VWO to discover a critical shipping error that appeared randomly throughout the day. As a result, the bounce rate on that page decreased by almost 45 percent.

VWO offers a free trial of its web analytics tool and asks you to contact them for pricing.

3. ClickMeter

best website analytics tools clickmeter

Determining the ROI of various marketing channels can be tough. ClickMeter gives you the ability to create pretty URLs and then track and analyze them by looking at over 100 different parameters.

ClickMeter integrates with Google Analytics and will allow you to redirect, track, and analyze website traffic.

It also gives you the ability to understand the true value of your marketing efforts and eliminate those traffic sources that aren’t converting.

Pricing: starts at $29/month and tops out at $349/month.

4. PageSpeed Insights

best website analytics tools pagespeed insights

PageSpeed is a free Google tool that gives you the ability to see how fast (or slow) your web pages load.

In this day and age of high-speed internet, your site must be able to keep up.

Even with a high-speed internet connection, your website could experience painfully frustrating loading times. Most internet users aren’t going to wait around for more than a second or two for a page to load. 

A slow website could be caused by one of many different things, such as network latency, poor server optimization, or huge image/file sizes.

According to a study done by Aberdeen, a single second delay in website response time can lower conversions by almost 7 percent!

Pricing: Free!

5. Intercom

best website analytics tools intercom

Does your organization have a web app for iOS or Android? Intercom offers a set of robust tracking and analytical tools that will enable you to get a better understanding of who’s using your web app.

With just a couple of lines of JavaScript code, you can be tracking and interacting with your web app users in a matter of minutes.

In addition to providing analytic stats, Intercom allows you to onboard new clients, announce new features, and ultimately improve the customer experience.

Pricing: starts at $136/month with an enterprise-level package available. Intercom has a 14-day free trial.

6. Domo


The different departments of any given organization often find themselves (and the data they create) siloed. It’s usually up to the IT department to run comprehensive database reports that can offer actionable business intelligence from site analytics.

Domo connects databases, systems, and people so that all departments are seeing the same web analytics data. This not only simplifies the lives of department heads but gives the leadership team a proverbial 90K foot view of any department with a few clicks of the mouse.

7. Segment


As time goes by and companies grow, so does their customer database. Problems can arise when this data becomes unwieldy, siloed, and segmented.

Additional problems can occur when there is no standard data governance plan in place. Abbreviations and variations of words can cause confusion and misleading reporting.

Segment attempts to solve all of these problems by acting as infrastructure to collect, clean, and control customer data. It also integrates with a long list of tools such as Google Analytics, Salesforce, and Facebook Pixel – just to name a few.

There is a limited functionality free account available. Pricing: starts at $120/month.

8. PaveAI

best website analytics tools paveai

Another free web analytics tool that the Leadfeeder team loves. If you’ve used Google Analytics at any length, you’ve probably seen line after line of referrer spam showing up in your reports.

Many people aren’t even aware that spammers and their evil bots are visiting their websites and falsely driving up page views by hiding in the traffic reports.

PaveAI removes this "fake web traffic" from your analytic reports, thereby giving you a clear view of your traffic levels.

It works in conjunction with Google Analytics and uses the Management API to continually add new filters once referrer spam is detected.

Cost: Free!

9. Pingdom


Much like Google PageSpeed Insights, Pingdom tests your website for various factors that could cause it to slow down. Going one step further, it will also monitor your site and server for latency issues.

You can manage and monitor your website’s performance, uptime, and user interactions which in turn will give you peace of mind when you’re away from the office.

Pricing: Pingdom offers a 14-day free trial with pricing starting at $13/month, all the way up to $199/month for the Professional package.

10. SimilarWeb


What if you could have eyeballs on the website analytics of your competitors (legally, of course)?

SimilarWeb is a website data collection company that uses multiple data points to compile a comprehensive data set that can be used to gain actionable insights into your competitors.

The eggheads, mathematicians, and data scientists employed by SimilarWeb have created a robust data platform that offers valuable insights for marketing, sales, and research.

Pricing: free for a basic limited plan. They ask that you call their sales department for the enterprise-level plans.

11. Screaming Frog SEO

best website analytics tools screaming frog

This free web analytics tool is much more than looking at who is visiting your website. Screaming Frog SEO provides insightful data in the form of reports compiled by a friendly bot that scans your site for errors and other helpful data.

Just enter in the URL of your website and in a few minutes (depending on the size of your site and the crawl speed of the bot), you’ll have a comprehensive technical SEO audit at your fingertips.

Find and fix broken links, check for 404 pages, and analyze your onsite SEO.

Screaming Frog SEO can also help find the exact location of errors found by such tools as Google PageSpeed and Pingdom.

Pricing: The website analytics tool has a free version that’s limited to crawling 500 URLs. The paid version starts at $209 per year.

12. Woopra

best website analytics tools woopra

Customer data is the lifeblood of any company. Woopra gives you the ability to parse and analyze that data which will provide you with a better understanding of what your customers are doing.

It accomplishes this by mapping out the customer journey and answering complicated questions.

Woopra also integrates with over 50 platforms such as MailChimp, Slack, and MySQL. Having the ability to get a proverbial 90K foot view of what your customers are doing is essential to providing an excellent customer experience.

Pricing: ranges from free to $999/month. An enterprise plan is also available.

13. SEMrush

best website analytics tools semrush

SEMrush has a robust suite of SEO tools that will enable you to view the results of your SEO marketing efforts.

By performing competitor analysis, looking at your backlinks, and digging deep into the data, you can get an idea of how to out-rank the competition.

In addition to looking at backlinks, you can also monitor your brand name, perform keyword gap analysis, and monitor your social media and  social network efforts.

Pricing: Monthly subscriptions start at $119.95 and top out at $449.95/month. An enterprise plan is also available.

14. Moz

best website analytics tools moz

Moz gives you the same basic functionality as SEMrush. You can view backlinks, analyze the competition, and explore potential linking opportunities.

It also gives you the ability to find new keywords and content ideas by looking at the websites of you and your competitors.

When used in conjunction with Google Analytics, Moz can ultimately help you discover new search engine keyword opportunities that will drive both traffic and sales.

Pricing: There’s a 30-day free trial and pricing starts at $99/month.

15. Cyfe

best website analytics tools cyfe

Cyfe acts as an all-in-one dashboard that enables you to pull data from multiple unrelated sources such as Salesforce, Paypal, and Google Adwords. As a result, you can analyse your performance and get a data driven results. 

To use Cyfe, no coding experience is required. There are pre-built widgets that will automatically connect with a wide range of online tools and services.

Cyfe prevents you from having to log into multiple websites to get a clearer picture of exactly what’s going on at any given moment.

Pricing: There is a free trial and pricing starts at $19/month.

16. Kissmetrics

best website analytics tools kissmetrics

Kissmetrics aims to help you get a clearer picture of which marketing campaigns are and aren’t working.

It is also designed to help with customer retention and acquisition by providing data on actions taken before and after a purchase.

Call for pricing.

17. Chartbeat

best website analytics tools chartbeat

ChartBeat is another tool for businesses that are actively publishing content on their website. It looks at customer behavior and how people interact with the content and shows how many are on any given page in real-time.

Their tools can help you understand important key performance which will monitor real-time data on visitor engagement in real-time.

A robust real-time website analytics dashboard provides new insights into which pieces of content are resonating well with your audience.

Pricing: starts at $7.000 per year, but to learn more about pricing in your case, get in touch with their sales team at


best website analytics tools gives you insight into how your website visitors are interacting with your site, content, and even images.

You’ll be able to make better marketing decisions once you get a clearer picture of what aspects of your site are keeping your visitors engaged for longer periods of time.

This will help reduce bounce rates and increase conversions.

Pricing: To learn pricing, you should contact their team (as it depends on your needs).

19. UserTesting

best website analytics tools usertesting

Website analytics tools are great for uncovering hidden visitor insights. The downside is that they can’t show or tell you what your customers think.

UserTesting takes website analytics one step further by getting real human beings to use and review your app or website while being recorded on video.

Here’s a video of how UserTesting works.

Pricing: You need to reach out to UserTesting team to learn their pricing.

20. Flurry

Website analytics tools: Flurry

The Yahoo! Developer Network created Flurry as an app analytic tool. You can look at conversion rates, customer experience/interactions, and the devices they’re using.

It works for both Android and iOS with no coding experience required. Flurry will help you fine-tune your app by answering complicated questions via their robust analytic tools.

Call for pricing.

21. Facebook Audience Insights

best website analytics tools facebook insights

Is Facebook part of your marketing strategy?

If so, then Facebook Audience Insightscan provide invaluable information on your likes, follower counts, comments, and many other data points.

It will help you increase user engagement by giving you the tools you need to determine what is and what isn’t working.

Pricing: Facebook Insights is a free tool.

22. Google Search Console

Google Search Console

Google Search Console is a powerful tool available to all websites that are part of Google Search results, free and paid. This tool will help you track your website's performance, ensure that your site follows Google's Webmaster Guidelines, and learn how to attract more visitors from Google Search to your site. 

Also, GSC provides a number of tools and reports to help you fix issues, verify your site's presence on Google search results, and even learn how Google crawls your pages.

Pricing: And yes, Google Search Console is free.

23. GoSquared

best website analytics tools gosquared

GoSquared focuses on measuring how long a unique visitor has been active on your website.

Unlike other website analytics tools, it uses a unique method of determining the length of time a user spends on your site.

When someone first visits your website, a "ping" is sent to GoSquared. That ping is repeated back and forth until the person leaves your website. It works silently in the background and doesn’t disrupt the user experience.

By measuring time spent on site in this way, you can get a much more accurate picture of exactly how long people are staying on your website.

Pricing: starts at $9/month, and an enterprise plan is available.

24. AW Stats

best website analytics tools awstats

AW Stats is an open-source analytics program that provides a visual representation of your data. It’s great for looking at FTP, mail, and log file statistics.

The only "downside" to this tool is that it will require some coding or server knowledge to implement.

If you have an internal IT department or IT company on retainer, it’s probably best to let them handle the installation of this powerful analytics software package.

Pricing: This is a completely free website analytics tool!

25. Google Marketing Platform

best website analytics tools google platform

Google Marketing Platform helps you get a better understanding of how your marketing efforts are performing.

It’s different from Google Analytics in that it focuses less on website statistics and more on various marketing channels.

Google Marketing Platform consists of a robust set of tools that allows you to run detailed reports, manage tags, implement surveys, and optimize your paid ad campaigns. For example, take a look at Google Optimize that can help you A/B test your landing pages to determine which one converts best.

26. Hotjar

web analytics tool - hotjar

Hotjar is an all-in-one analytics and feedback tool that helps you understand how users act on our website. It provides you with the tools:

  • to improve conversions

  • decrease drop-offs

  • understand what users need help with. 

Hotjar monitors where people click, their scrolling behavior, inputs, mouse movements, a heatmap of where they spend the most time on the page. 

Pricing: You can use Hotjar’s Basic package for €0/forever and limited 35 daily sessions. If you need more, the pricing starts at €31/mo.

27. Crazy Egg

web analytics tool: Crazy Egg

Crazy Egg is a website analytics tool that helps you optimize your site to make it more user-friendly, more engaging, and more conversion-oriented.

It does this through heatmaps and A/B testing, which allow you to see how people are interacting with your site. You can then use this information to improve the design of your site to increase conversions.

You can use Crazy Egg to:

  • Track clicks, mouse movements, and scrolling on your site

  • See how far down the page people are reading and where they are clicking (heatmap)

  • Test different versions of your pages to see which one performs better

Wrapping up, CrazyEgg should be at the top of your list if you are looking to improve the performance of your website. It is easy to use, explains everything in detail, and has all of the features you need to boost your website's user engagement.

Pricing: starts at $29/month with access to 30,000 tracked pageviews, 25 snapshots, and 100 recordings per month.

28. Zuko

best web analytics tool: Zuko

Zuko is a form optimization and tracking analytics tool. It helps you get more out of your forms. Zuko can help you to improve conversions by making it easier for users to complete your forms, reduce errors by showing warnings when there's an issue with the user's input, and track form usage to understand how people are using your forms.

As you know, the more complicated your form, the more complicated your analytics and optimization will be. That's why Zuko can be a great tool to help you to optimize your forms. 

Pricing: You can try it out with a free trial. Pricing for this tool starts at £100/per month. 

29. Ahrefs 

Ahrefs - SEO and Web Analytics Tool

Ahrefs is an SEO toolset that lets you do everything from keyword research to backlink monitoring, in one place. Ahrefs pulls back the curtain on your website's traffic and helps you see what search engine optimization and marketing opportunities are hiding in plain sight. 

With Ahrefs, you can:

  • research keywords and discover new ones

  • track your competitor's SEO performance

  • monitor your own site's health

  • get insights into what's working for your competitors.

Pricing: Ahrefs has different options and pricing, the Lite subscription starts at €89/month. 

30. Mouseflow

Mouseflow - website analytics tool

Mouseflow is the online video analytics tool that helps you see what's happening at every touchpoint of your users' journey. 

You can use Mouseflow to build heatmaps for all pages automatically, so you can see how your visitors are interacting with your site and optimize accordingly. And if you want more information about the people who visit your site, Mouseflow has form analytics that will help you get it.

Pricing: Mouseflow has a free forever plan, and paid subscriptions start from €24/month. 

31. Amplitude

Amplitude: website analytics tool

Amplitude is a product analytics platform that makes it easy for teams to get fast insights on user behavior, performance, and retention so they can build better products. Amplitude helps you increase engagement, growth and revenue by giving your teams self-service product data so they can understand the people using their product and how they can improve it. 

Pricing: You need to contact Amplitude team regarding the pricing. However, if you are a startup with under $5M in funding and fewer than 20 employees, you can apply for Amplitude’ Scholarship Program and receive one free year of their Growth plan.

32. FullStory

FullStory : website analytics

FullStory is a digital experience intelligence platform that captures every user interaction with total privacy.

With FullStory, you can get conversion funnels on the fly, advanced search capabilities, video-like replay of real user sessions, robust debugging and developer tools. The FullStory analytics engine automatically indexes digital interactions with sites or apps to empower teams to measure, validate, and act on each experience at scale. 

Pricing. FullStory has two pricing plans: Enterprise and Business. You can get a Business plan with 14-day free trial. 

33. MixPanel

Mixpanel website analytics

Mixpanel is a platform that provides analytics on user behavior. It is used by businesses to understand how their customers interact with their website, mobile app, and products.

Mixpanel offers 3 solutions:

  • Convert. With this solution, users can understand how their conversion rates vary by segment. 

  • Engage. With this solution, you can measure active usage, get users on the right path and re-engage with in-product data.

  • Retain. With this solution,Mixpanel helps you dive deeper into your retention analysis to understand who retains better, and why.

Pricing: Mixpanel has a free plan, so you can try it out with a limit of 100K monthly tracked users. Paid plans starts at $25/month.

34. HubSpot

web analytics tools

HubSpot’s new free CMS platform and website builder comes with in-depth website analytics to help optimize your site for conversions and the customer journey. HubSpot's traffic analytics tool can be used to view website traffic data and break each channel down by source, topic cluster, device type, country, and more.

With these breakdowns, you can identify website performance through:

  • Traffic source: identify the source of visitors from multiple channels including organic, paid search, referral traffic, and more

  • Topic cluster: individual pages can be grouped together by specific uses and intents, breaking down customer sessions and metrics like bounce rate, conversions, and more

  • Pages views: differentiate traffic and performance of your blog posts, landing pages, website pages, or knowledge articles

Since the platform has such in-depth reporting, any developer or business can optimize their entire website by analyzing past performance and implementing incremental improvements to create a better user experience.

Pricing. HubSpot provides a free CMS platform to help you build a website completely free.

Final thoughts

I'm a big fan of Google Analytics, but GA isn't an all-encompassing website analytics tool. There are many different types of websites out there, and they all require their own unique analytics strategy.

I hope that the list above is helpful in getting you started on your quest to find a web analytics tool that makes sense for your online marketing needs. 

Analytics is a big part of creating a successful marketing strategy. With the right combination of web analytics tools, you can see more about the impact of your marketing efforts, improve your strategy, and—our favorite—gather more leads to pass on to your sales team 🚀

Note: Sign up and try Leadfeeder free for 14 days to see the companies that visit your website, which pages they look at, and more.

Romana Hoekstra
By Romana Hoekstra

Content Marketing Lead at Leadfeeder 🚀

Romana helps B2B tech companies and startups to craft high-performing content marketing strategies with a focus on organic growth, SEO, high-quality content production & distribution.

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