25 Best Website Analytics Tools for 2021

19 July 2021 by

When it comes to website analytics tools, many marketers immediately think of Google Analytics—and only Google Analytics.

While Google Analytics is a robust 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.

Below, I look at 25 great website analytics tools that can either replace or expand the setup you get with Google Analytics.

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

1. Leadfeeder

best website analytics tools leadfeeder

We built Leadfeeder so marketers and sales teams could see exactly who’s visiting their websites, even if the site visitors never fill out a contact form or send an email.

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Website Visitor Identification Guide

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


At a high level, it works by identifying the companies that visit your site, then finding contact info from individual visitors at that specific company.

You’ll also be able to see exactly which web pages your leads are looking at, which will enable you or your sales team to reach out to them with a laser-targeted sales pitch. The next step is personalization with access to individual IP addresses using the new Leadfeeder Discover product.

To start a free 14-day trial with Leadfeeder, follow these steps:

Step 1: Sign up here.

start free trial leadfeeder

Step 2: Connect your Google Analytics account.

connect google analytics leadfeeder

Step 3: Choose which Google Analytics account to connect.

best website analytics tools select google analytics account in leadfeeder

Step 4: Choose which Google Analytics view to connect.

best website analytics tools select google analytics view in leadfeeder

Step 5: Click "Create Account."

best website analytics tools create leadfeeder account

Step 6: Complete your company profile.

best website analytics tools welcome to leadfeeder

Step 7: Install the Leadfeeder Tracker script.

best website analytics tools leadfeeder tracker

Step 8: Whoo hoo! All done.

best website analytics tools leadfeeder tour

Leadfeeder for marketing

Leadfeeder for Marketing

Track site visitors, measure campaign success, and find more qualified leads.


2. Visual Website Optimizer (VWO)

Website analytics tools: VWO

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, why concern yourself with the speed of your website?

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.

Neil Patel from Kissmetrics and found that 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.

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

6. Domo

best website analytics tools 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 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

best website analytics tools segment

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

Even more 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

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 clean 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

best website analytics tools 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 websites performance, uptime, and user interactions which in turn will give you piece of mind when you’re away from the office.

Pingdom offers a 14-day free trial with pricing starting at $11.95/month, all the way up to $199/month for the Professional package.

10. SimilarWeb

best website analytics tools similarweb

What if you could have eyeballs on the analytics of your competitors (in a legal mannerism, 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 is 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

Web analytics software 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.

The tool has a free version that’s limited to crawling 500 URLs. The paid version starts at £149.

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 on 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 what it’s going to take 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 efforts.

Monthly subscriptions start at $99.95 and top out at $399.95/month. An enterprise plan is also available.

14. Moz Keyword Explorer

best website analytics tools moz

Moz Keyword Explorer 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 Keyword Explorer can ultimately help you discover new search engine keyword opportunities that will drive both traffic and sales.

There is 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 which enables you to pull data from multiple unrelated sources such as Salesforce, Paypal, and Google Adwords.

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.

There is a free trial and pricing starts at $29/month.

16. Kissmetrics

best website analytics tools kissmetrics

Neil Patel founded Kissmetrics. The platform 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 who are actively publishing content on their website. It looks at user 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 metrics which will monitor real-time data on visitor engagement in real time.

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

Call for pricing.


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 rate and increase conversions.

Call for pricing.

19. UserTesting

best website analytics tools usertesting

Analytic 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.

Click here to see a video of how it works.

Call for pricing.

20. Flurry

Website analytics tools: Flurry

The Yahoo! Developer Network developed 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 Insights

best website analytics tools facebook insights

Are you using Facebook as part of your marketing strategies?

If so, then Facebook Insights can 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.

Facebook insights is free.

22. Google Content Experiments

best website analytics tools google experiments

Google Content Experiments will help you a/b test your landing pages to determine which one converts best.

It works in conjunction with Google Analytics and has extremely detailed and easy-to-understand documentation. This will enable anyone to get started a/b testing in a matter of minutes.

Google Content Experiments 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 analytic programs, 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.

Prices start at $29/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.

AW Stats is completely free.

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.

Final thoughts

I'm a big fan of Google Analytics, but GA can’t do everything.

I hope the above list gives you some new ideas for tools you can use to see what’s happening on your website.

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. 🚀

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

Anna Crowe
By Anna Crowe

Anna is the Assistant Editor for Search Engine Journal and Content Strategy Lead at Leadfeeder. Over the last 9 years, Anna has successfully developed and implemented online marketing strategies, SEO, and conversion campaigns for 100+ businesses of all sizes; from the Fortune 500, to startups, and nonprofits. She enjoys burritos and puppies (in that order).

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