Top 19 Marketing Analytics Tools And Software For Your Business

Ammar Mazhar
Ammar Mazhar

Last updated on

August 5, 2023

Everything in marketing and advertising comes down to the data. With marketing analytics, businesses can increase their marketing initiatives' return on investment (ROI).

To increase the financial return on their marketing, one must focus much time on site metrics and web analytics reports using web analytics tools.

Analytics will assist them in identifying the changes that need to be made to improve business performance. In addition, businesses will gain insight into their marketing efforts using data gathered from marketing analytics. 

Marketing analytics are crucial and shouldn't be undervalued because they can reveal how successful your marketing campaigns will be and analyze user behavior. Adding lead management to marketing analytics can significantly improve the lead management process for B2B service providers.

However, how should you go about it?

Marketing tools are the best method for achieving any marketer's desired outcomes. You can use the appropriate marketing analytics tools to conceptualize and analyze your current strategy and make any necessary adjustments or additional investments in business marketing. 

This blog will discuss the top marketing analytics tools to improve your analytics game. However, let's first begin with what is a marketing analytics tool.

What is a marketing analytics tool?

Businesses use marketing analytics tools to track their marketing activities, better understand their target markets, and evaluate the effectiveness of their marketing campaigns. 

The right marketing analytics tools assist marketers in making the most effective, successful marketing campaigns they can, reaching the right target audience at the right time, and assessing the results of their marketing efforts.

Importance of marketing analytics tools

Modern decision-making relies heavily on data analysis and collection. 

You can analyze your marketing initiatives as thoroughly as possible with most marketing analytics tools and software for marketing analytics. You can then devise a plan to improve it further.

As an illustration, Spartacus MMA, a combat sports and MMA promotion, initially launched Google Ad campaigns with the goal of attracting novice fighters to their app. However, upon analyzing the campaign data, they discovered that fans predominantly drove the app's conversion rates with a keen interest in streaming MMA fights and content. Consequently, they revised their approach and have since focused on launching additional campaigns geared toward capturing the attention of fans.

These marketing analytics tools are crucial for the following reasons:

  • They assist you in making your campaigns more audience-specific.
  • They monitor and assess marketing efforts made across various channels.

What are the types of marketing analytics?

There are several types of marketing analytics into which marketing data can be divided:

Infographic: What are the types of marketing analytics?

Email marketing analytics

Email marketing analytics tools and email white label software assist email marketers in gaining insightful information and optimizing and planning email marketing campaigns for increased effectiveness. Email marketing content, such as promotional emails, newsletters, and whitepapers, can attract new customers and keep engaging with loyal ones.

Web analytics

Web analytics provides information about a website's visitors' behavior and activities. 

Social media marketing analytics

Social media analytics collect and interpret data from social media channels to support business decisions and evaluate the effectiveness of actions taken due to those decisions. 

Lead generation and attribution

The process of creating consumer interest in a good or service to convert that interest into a sale is known as lead generation. For many B2B businesses, lead generation tools are crucial to the sales funnel. 

SEO analytics

Search engine optimization (SEO) analysis improves search engine results placement (SERP), increases organic referral traffic from those search results, and helps you measure the KPIs of your off-page SEO efforts and link building campaigns

Top marketing analytics tools

Knowing which software and marketing analytics tools are best for achieving specific objectives can be confusing because so many options are available. To help you step up your marketing game, we have gathered a list of the top 19 marketing analytics tools.

1. Mailmunch

Marketing analytics tool: Mailmunch

For bloggers, solopreneurs, startups, and large companies alike, Mailmunch offers a comprehensive lead generation and email marketing service. Over 500,000 businesses, from B2B to B2C, rely on Mailmunch to set up automated emails, produce thousands of leads daily, and increase their email marketing revenue. 

Who should use Mailmunch?

About 80% of Mailmunch's clients are small and medium-sized businesses, and B2B companies primarily use it. For small businesses, Mailmunch provides reliable lead-generation and email marketing features.

Pros and Cons

Pros

  • Using Mailmunch, you can quickly incorporate lead capture forms into your website.
  • Mailmunch's email marketing module is less expensive than a standalone email marketing system and is also fast catching up with industry leaders with a whole suite of AI-powered features.

Cons

Pricing

For its email marketing platform and lead capture tools, Mailmunch offers a range of pricing options. The starting monthly price for Mailmunch's email marketing plans is $19.99, with prices rising as your contacts grow.

2. Google Analytics

Google Analytics is one of the most straightforward marketing analytics solutions for beginners. You can use the tool to track data and monitor all of the traffic to your website, so you can see where visitors are coming from, what they're doing, and when they leave. It also works well with Google Adwords for google ads, enabling you to assess, improve, and monitor your SEO capabilities.

Who should use it?

Although retail websites are the most common users of Google Analytics, the marketing industry relies on this tool the most. 

Utilize Google Analytics if you have a website. Again, there are no exceptions – it is a valuable and significant tool for all website owners. 

Pros and Cons

Pros

  • The platform is free and simple to use.
  • Marketers can categorize the audience and assess the impact of each page on the desired metric.
  • Additionally, Google Analytics reports offer the option to customize channel grouping.

Cons

  • Your reports will not be as extensive without a Premium plan. 
  • At the user level, cost data cannot be analyzed in Google Analytics. 
  • Since there is no customer support, you are on your own to fix bugs. 

Pricing

The free, basic Google Analytics version is adequate for most businesses. However, the premium Google Analytics 360 (GA 360) plan costs $12,500 per month or $150,000 per year. 

3. Whatagraph

Marketing analytics tool: Whatagraph
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You can generate helpful, attractive reports from various data sources using the marketing analytics tool Whatagraph.

Who should use Whatagraph?

This tool was created especially for internal and agency marketers. But regardless of your size or level of influence, you will gain a lot from this tool.

Pros and Cons

Pros
  • It has over 40 popular marketing integrations, including Facebook, TikTok, Shopify, Ahrefs, SEMRush, LinkedIn, Salesforce, and HubSpot.
  • It allows for complete report customization. 
  • It also has an easy-to-use help center with a search bar, allowing you to find answers if you prefer to troubleshoot independently quickly.
Cons
  • The entry plan is somewhat expensive.
  • Whatagraph does not track UTM tags.
  • Competitors have more integration sources than Whatgraph.

Pricing

You can select from three plans, Professional, Premium, and Custom, with a starting monthly cost of $223. To suit your needs, these subscriptions can be modified. 

4. Mixpanel

Marketing analytics tools: Mixpanel
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Mixpanel is an advanced analytics tool used on web and mobile devices. Any type of funnel can be created and followed, and one can also see how the channel is broken down into different groups, such as by age or country. 

Who should use Mixpanel?

Both companies and independent contractors can use Mixpanel. Mixpanel may be the ideal marketing analytics tool for businesses looking to understand better user engagement across the web, mobile, and online apps.

Pros and Cons

Pros
  • Mixpanel is simple to use and has no settings requiring technical expertise.
  • It is capable of rudimentary tracking and tagging. 
  • Users can drill down into activities and visually observe how visitors interact with their website with its sophisticated visualization features.
Cons
  • The need for integrations force many users to purchase additional third-party marketing analytics tools.
  • Users need help retrieving the mobile device IDs of frequent users. 
  • It can't combine various projects into a single dashboard. 

Pricing

It offers two paid plans with a monthly subscription fee that starts at $20/month and a free Starter plan. 

5. Domo

Marketing analytics tool: Domo
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Domo is an analytical tool that safely combines all your data into one location for more insightful analysis. In addition, it facilitates the use of internal data.

Who should use Domo?

The Domo platform is ideal for C-level executives employed by large corporations who want to use a non-marketing-specific BI tool that can produce executive-level dashboards throughout the company. 

Pros and Cons

Pros
  • Regardless of their technical knowledge and expertise level, users have unrestricted access to all the data required to make sound business decisions.
  • Users of the app can fully control how they want to visualize their data and do so in their preferred manner.
  • Domo is a cloud-based platform that supports mobile devices, making its visualizations accessible to all users, wherever they may be.  
Cons
  • Only the Domo dashboard can be used to view data. It cannot be saved, exported, or viewed on another BI tool.
  • It is entirely cloud-based, which can cause issues if most of your data is on-site.
  • Regarding pricing, the platform is enigmatic and can be expensive for many businesses.

Pricing

Domo provides a risk-free trial. However, you must speak with the vendor about pricing plans.

6. Salesforce

Marketing analytic tools: Salesforce
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Salesforce provides one of the most comprehensive CRM products available and can be integrated with google data studio for converting data into customizable reports. The platform includes the business's sales and marketing automation tools, most notably the IoT service, Service Cloud, Analytics Cloud, and Sales and Marketing Clouds. 

Who should use Salesforce?

Large businesses and enterprises make up the majority of the Salesforce target market. 

Pros and Cons

Pros
  • Since no investments in physical infrastructure or hiring a development team is necessary, Salesforce systems can be implemented more affordably. 
  • Wherever you are in the world and have an Internet connection, you can access Salesforce CRM. 
  • The cloud makes it easier to set up and manage Salesforce. You can accomplish more with a smaller IT department.
Cons
  • One of their main drawbacks is that Salesforce and other cloud CRMs require an internet connection to operate correctly. 
  • Furthermore, organizations may have a severe issue with not having control over system updates and planned outages.  
  • When all costs are considered, it is a costly solution.

Pricing

With prices ranging from $25 to $1,250, Salesforce subscription offers four annual plans: Essentials, Professional, and Pardot Growth.

7. Funnel.io

Marketing analytics tool: Funnel.io
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Funnel.io is software that assists businesses in analyzing their data by preparing it for analysis in the form of a funnel or categorizing it for use in real-world situations. 

Who should use Funnel.io?

You can use Funnel.io with ease whether you work as a freelance digital marketer or are a part of the marketing team at some of the biggest enterprises in the world. Its digital marketing, data analysis, IT/Engineering, and other solutions can be helpful for agencies, retail, and eCommerce.

Pros and Cons

Pros
  • It has over 400 integrations, with a focus on ad tech.
  • You have the option to export your data.
  • Visualization widgets offer much flexibility. 
Cons
  • Funnel supports only simple data transformation tasks.
  • It offers fewer metrics and dimensions than some of its rivals. 
  • The tool requires significant learning. 

Pricing

The platform offers three plans: Enterprise, Plus, and Essentials. The Essentials plan starts at $399/month, and the spending can increase to $1999/month.

8. Supermetrics

Marketing analytics tool: Supermetrics

Supermetrics is among the best marketing analytics tools that connect any platform to market data from anywhere, whether it's a data lake, a data warehouse, a spreadsheet, or a tool for data visualization. It supports web analytics, performance marketing, SEO, and social media management.

Who should use Supermetrics?

The platform is helpful for tenacious startups primarily using Google Analytics, Adwords, and Facebook and only require assistance entering their data into Google Sheets. Supermetrics is only useful if you require visualization, more intricate dashboards, or other marketing channels.

Pros and Cons

Pros
  • Supermetrics provides an accurate measurement report and works quickly and efficiently.
  • Supermetrics works well with Excel or Google Sheets to customize reports to your specifications.
Cons
  • SuperMetrics costs more than other tools.
  • Even though getting started is simple, SuperMetrics can be challenging to understand and learn.

Pricing

Depending on where you want to send your marketing data, you can choose from various plans, but costs can quickly rise if you use any of the platform's add-ons. The monthly price is €39, to begin with.

9. Ninjacat

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NinjaCat is a pay-per-click (PPC) search engine optimization (SEO) reporting platform hosted in the cloud. The software created for digital agencies uses call tracking, report generation, campaign management, and budget monitoring to help convert and retain clients.

Who should use Ninjacat?

The tool may be useful for marketers who require a single solution for tracking PPC, SEO, and other campaign efforts. Still, smaller businesses may need help to justify the cost.

Pros and Cons

Pros
  • Both setting it up and using it are simple. 
  • Your marketing data is presented simply in a scorecard, graph, table, and other formats.
  • You can automate reports and share your personalized dashboards with clients.
Cons
  • The dashboard can be challenging to navigate at times. 
  • Updates slow it down and interfere with current features.
  • When integrations break, there is no trigger to go back and reconnect them before sending a report.

Pricing

NinjaCat provides custom pricing for its software.

10. Heapanalytics

Marketing analytics: Heapanalytics
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Heap is a BI tool that offers strong analytical capabilities, including revealing information about how customers use your product. Heap is practical for receiving responses right away to user actions without requiring engineering work. You can quickly increase conversion, customer retention, and satisfaction by completely understanding your customers' digital journeys.

Who should use Heap?

The tool is primarily intended for business owners to assist them in enhancing their websites. Heap might be one of the best options if you manage an eCommerce store and need a tool to provide accurate marketing data on its performance.

Pros and Cons

Pros
  • It offers a precise and realistic scope that lets one see how smoothly online activities function.
  • It can assess and modify definitions in light of behaviors and outside data.
Cons
  • The configuration process is exceptionally technical because verifications are necessary at every stage. 
  • The second issue is its cumbersome user interface.

Pricing

The company's website does not list its pricing schemes. Instead, you need to contact them to learn how much their monthly subscription fees are. 

11. Klipfolio

Marketing analytics: Klipfolio
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Klipfolio is a dashboard marketing analytics software enabling users to build dynamic dashboards that house marketing information from various sources, including tools and marketing channels. In addition, it allows you to retrieve information from Facebook or Google Analytics, which is helpful for tracking your progress and viewing all the information in a single dashboard.

Who should use Klipfolio?

Companies with 10 to 50 employees are most likely to use Klipfolio. However, any marketer or marketing team who wants to watch multiple marketing channels from one straightforward screen should consider Klipfolio. 

Pros and Cons

Pros
  • Klipfolio is a potent and adaptable BI tool for small and medium businesses. 
  • Various sources can be used to create dashboards. 
  • It offers beautiful visualizations that are simple to construct and modify.
Cons
  • Not enough alerts.
  • There needs to be more user interaction.
  • It's tough to format outside of the pre-defined reports.

Pricing

It has four pricing plans that require a monthly subscription fee. The size of the marketing teams has a significant impact on these plans. The most affordable pricing plan is $49 per month.

12. Buffer

Marketing analytics tool: Buffer
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Buffer's is one of those content marketing analytics tools that allow you to create reports based on your objectives. Custom metrics on the performance of various social media accounts can be added or removed. You can export these reports for sharing purposes.

Who should use Buffer?

Buffer is an attractive and functional social media management tool that can assist businesses and individuals in streamlining their social media efforts. Buffer has plans for everyone from bloggers to small businesses to agencies who want to build a social media presence.

Pros and Cons

Pros
  • The main advantage of Buffer is its simplicity.
  • Pricing is highly flexible.
  • Pablo, Buffer's photo editor, makes creating and scheduling images from a single dashboard simple.
Cons
  • Buffer is not an all-inclusive tool. It is possible to schedule posts and view analytics, but it is not possible to view incoming mentions, reply to comments and messages, or interact with other people's posts.
  • The scheduling on Instagram and Pinterest are very basic.

Pricing

For those who manage their accounts as a hobby, a complimentary plan allows you to connect three social media accounts and schedule 10 posts. Then, upgrade to the Team plan to connect more accounts at $12/month. Bloggers and solopreneurs can use this strategy. The Agency plan costs $120 monthly and is available for bigger businesses.

13. Cyfe

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Cyfe is a comprehensive KPI dashboard platform that enables marketers to combine data from different marketing tools and view it all in one location. It allows you to track data from your sales platforms, pay-per-click marketing channels, social media marketing platforms, and other sources. Using the available pre-built widgets, you can connect to other marketing analytics tools like Google Analytics, Google AdWords for google ads, and SalesForce accounts. 

Who should use Cyfe?

This tool would be helpful for marketing agencies, independent contractors, and business owners to analyze their data and enhance marketing campaigns. However, Cyfe can be used by any business or marketing professional with a basic understanding of data and reporting.

Pros and Cons

Pros
  • Access to monitoring and reporting features is a significant benefit of using Cyfe.
  • Reporting across channels is another perk.
Cons
  • It lacks options like customization and invoice sending.
  • The tool has no backup options and doesn't keep historical data.

Pricing

Cyfe offers free, and three paid plans with a monthly subscription fee. The cheapest pricing option is $19 per month.

14. SEMRush

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SEMRush is a marketing analytics software that assists marketers in increasing their online visibility, discovering new marketing opportunities, and researching competitors. 

Who should use SEMRush?

It's an excellent resource for marketing analysts who work with content marketing, explainer video marketing, social media marketing, paid media, and any other marketing strategy and channel.

Pros and Cons

Pros
  • The interface is straightforward.
  • The writing assistant assists in assessing and improving the quality of a piece of content.
  • Backlink audit is an effective tool for identifying broken links.
Cons
  • Paid search reporting is occasionally inaccurate.
  • Unrelated keywords and FAQs may be suggested by the content topic recommendation tool.
  • The social media posting tool occasionally fails to connect with social media accounts.

Pricing

SEMRush's most affordable pricing plan starts at $119/month. This plan is most applicable to small businesses and marketing newcomers. The enterprise plan costs $449 monthly and includes all the features that brands and large agencies with multiple clients may find helpful.

15. Optimizely

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Optimizely is among the best marketing analytics tools for conducting A/B testing on websites or specific web pages. The tests can be textual or visual, allowing you to change and improve the pages' design without significantly modifying the code. 

Who should use Optimizely?

It is one of the most excellent marketing analytics platforms for any marketer concerned with the performance of his website and the results of his online marketing efforts. With its A/B testing features, you can learn how to convert users better and raise ROI. 

Pros and Cons

Pros
  • It can use the most contemporary marketing techniques to track customers' preferences and conduct a thorough analysis.
  • You can also offer your clients webinars. 
  • Optimizely offers a testing kit for first-time users to help them get acquainted with the user interface.  
Cons
  • Because it is a third-party script, it may cause a delay in the rendering of a webpage. You may notice flickering if you set it to render asynchronously or after rendering the page.

Pricing

It provides customized pricing based on your requirements.

16. BuzzSumo

Marketing analaytics tool: BuzzSumo
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BuzzSumo is a tool for social media marketing. It is a flexible social media and content analysis dashboard that monitors all recent platform trends. In addition, the tool can track any specific information that changes over time. The time frame of the data can range from a few hours to several months.

Who should use BuzzSumo?

The marketing and advertising sector is where you'll most frequently find companies using BuzzSumo. Businesses with 10 to 50 employees are the ones who use BuzzSumo the most. If you are a content marketer, this tool is for you.

Pros and Cons

Pros
  • Its accurate Content Analyzer feature works with many languages.
  • It offers excellent insights into customer behavior and is very simple to customize.
Cons
  • It offers high price points.
  • When more features are added, the interface can become confusing.

Pricing

There are three different pricing tiers, with the cheapest plan costing $119 monthly

17. Serpstat

Marketing analaytics tool: Serpstat
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Serpstat is the go-to platform for achieving search marketing goals. It helps digital marketers analyze competitors' sites, bring their sites to the top and automate routine tasks.

Who should use Serpstat?

Whether you're a digital marketing professional, marketing agency, small business owner, eCommerce business, or content creator, Serpstat can help you improve your online presence and drive traffic to your website.

Pros and Cons

Pros
  • All-in-one toolkit for all your needs: service provides in-depth data on keyword rankings, search volume, keyword difficulty, backlinks, and other essential SEO metrics. 
  • Competitive intelligence: The tool allows users to analyze their competitors' websites, discover their top-performing content, and identify their link-building strategies.
  • Clean and easy-to-understand user interface and dashboards.
  • Affordable pricing.
  • Detailed analytics with easy-to-understand infographic reports.
  • Free trial.
  • A site audit is fast and accurate and lets you quickly improve your on-page SEO and search suggestions.
Cons
  • Limited user interface: some users have reported that the platform's user interface can be difficult to navigate and understand.
  • Inaccurate data: a few users have reported that the tool's data can be inconsistent and inaccurate in some cases.
  • Limited integrations: Serpstat has limited integrations with other marketing tools compared to its competitors.

Pricing

Serpstat's most affordable pricing plan starts at $69/month, which is suitable for freelancers and small businesses who have a limited budget. The enterprise plan costs $499/month. It provides all features, including a multi-user mode for team management, API, and White Label, that enterprise-level organizations can find beneficial.

18. Zuko

Marketing analytics tool: Zuko
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Zuko is a platform for form analytics that identifies the reasons why visitors abandon your web forms and checkouts. Zuko's primary area of focus is user behavior analytics in forms. As a result, Zuko provides information and functionality that others might not.

Who should use Zuko?

Midsize businesses, small businesses, enterprises, independent contractors, nonprofits, and the government are all served by Zuko. It is perfect for any company that operates in a competitive market that uses lengthy or complex forms.

Pros and Cons

Pros
  • All online forms can be used with this robust analytics tool.
  • By employing a 10-step change, Zuko can deliver previously unattainable outcomes. 
Cons
  • The services are pricey.
  • It is complex to learn.

Pricing

The monthly cost is determined by the total number of views you get on the forms that Zuko Analytics is tracking for you. Everyone receives a free trial account with a tracking number of 1,000 visits, no time restriction, and everything else.

19. SproutSocial

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With this tool, you can monitor various metrics in one place, including Facebook Page impressions, Instagram follower growth, LinkedIn engagement, content performance on Pinterest, and much more. You can also use premium Analytics to design a report specifically for your company's KPIs.

Who should use SproutSocial?

SproutSocial is one of those marketing analytics tools that can help you analyze your performance in-depth on a single social network or compare outcomes simultaneously across several channels.

Pros and Cons

Pros
  • The dashboard is well-organized. 
  • You can filter messages based on your social profile.
  • It provides near-real-time snapshots and aggregate trends to assist you in better understanding your audience.
Cons
  • It has a limited number of social networks.
  • It is significantly more expensive.

Pricing

It offers a free trial and has four pricing plans. The Standard pricing plan starts at $249/month.


Conclusion

Each of the marketing analytics tools mentioned above has its advantages. While some are more geared toward businesses, others are more toward marketing agencies. To determine which tool will work best for you, consider all their features and tool qualities.

You must determine the best marketing analytics tools for your requirements and the best data-driven decision to support your marketing endeavors.

Author Bio

Ammar Mazhar

A voracious reader and a music lover, Ammar has been writing engaging and informative content for over 3 years for B2B and B2C markets. With a knack for writing SEO-optimized content, Ammar ensures the results speak for themselves.

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