11 Marketing analytics tools - save your time

All marketers love data. To identify campaign strength, potential problems, and determine the area to concentrate our efforts, we need data. However, the essentiality of marketing data varies: while some are very important, others' importance is minimal, but not negligible.

Gintaras Baltusevičius
Gintaras Baltusevičius

Jan 29, 2021 7 min read



Hence, knowing the metrics to focus on and analyze is critical to marketing strategies' successes.

The importance of digital solutions cannot be exaggerated. Marketing analytics tools are parts of digital solutions that help companies a great deal in tracking many trends and statistics.

For instance, you can monitor the performance of your website traffic, page views, organic searches, etc - but then, marketers are exposed to several hundreds of analytics tools. Hence, the problem of choice: identifying the best amongst the pack and those that are a sheer waste of time.

So, which of these tools do you need to make your campaigns more effective?

This article comprehensively reviews a few marketing analytics tools and cuts across various goals, weaknesses, strengths, features, etc. Ensure you choose the right analytics tool that best suits your marketing strategy to achieve the best marketing results.

What Are Marketing Analytics Tools?

In the simplest of terms, marketing analytics tools are software that helps marketers manage and measure their marketing performance. These tools enable marketers to maximize marketing results and ultimately justify the investment.

Analytics tools help to source and gather data from several marketing channels and report them at once. They let marketers create comprehensive reports without hiring data scientists. The analytics tool aids competitive analysis and monitors campaign successes.

Generally, marketing tools help marketers in three main areas of managing their marketing performance: attribution, optimization, and justification.

Features and Capabilities of Marketing Analytics Tools

The features and capabilities of marketing tools vary - depending on the type of software or tool you use. Nonetheless, the general features of marketing tools include the following:

  1. Multi-Channel tracking
  2. Campaign Return of Investment
  3. Revenue funnel analysis
  4. Optimization analytics
  5. Predictive Analytics
  6. Competitive analysis
  7. Customer analytics
  8. Customer segmentation
  9. Attribution modeling
  10. Forecasting

Why Do You Need Marketing Analytics Tools?

Are you wondering why you need analytics tools? Have you ever wondered how you can measure and manage how your marketing campaigns are performing? Well, this is precisely the primary reason you need these tools!

As a (digital) marketer, the analytics tool will help you maximize your efforts, making your marketing strategy more efficient. Generally, using any of our list of excellent marketing analytics tool will ensure all of the following data are captured during your marketing campaigns:

  1. Website visitors’ data
  2. Paid promotional campaign performance data
  3. Email marketing data
  4. Customer and customer purchase data

The Best Marketing Analytics Tools

The data-oriented decisions you make play vital roles in determining how successful your marketing campaign will be. Similarly, using the right and best-suited analytics tools largely tells the difference between failing to achieve your marketing goals and totally achieving them.

Below, we have curated a comprehensive review of our top marketing tools:

1. Whatagraph

The major objective of Whatagraph is to help marketers to monitor marketing channels data. It will help you monitor user's actions on your marketing channels, whether on a website or mobile application, (iOS and Android). 

The major features of Whatagraph are stunning visual reports of cross-channel integrations like Facebook, Instagram, Google Ads, Mailchimp and etc. Tracking different kinds of events makes you see a whole picture.

Whatagraph marketing analytics tool

Try Cross-channel template

Generally, Whatagraph is best for marketing managers. Nonetheless, you will still find this tool essential, especially to know users’ behaviors and optimize funnels.

2. Oribi

Using Oribi will make you make more effective and help you to get faster data-oriented decisions. This marketing analytics tool features a simple user interface, making it very user-friendly and easy to use.

What Oribi does is to collect the total data of our website’s events and conversions. This tool does this without you needing to define them manually or make any code changes. Oribi will automatically track any changes made on your website, highlighting them as new events, alongside any trend, or whatsoever you want to focus on.

Generally, Oribi is best for marketers poised to optimize their marketing campaigns without having to rely on analysts or developers.

3. Heap Analytics

Heap Analytics was recently introduced into the market but has ever since made itself an essential tool for several digital marketers. This marketing analytics tool has similar features and functionalities to MixPanel - it automatically monitors visitors' actions on your website. It also allows you to choose the events they want to analyze manually.

Heap Analytics allows you to track user behaviors and classify users according to such behaviors. This tool is excellent for creating sales funnels too.

This analytic software's ability to automatically collect data allows marketers to view their events’ data retroactively. You can check data as far back as the day of Heap's installation, regardless of the type of event you want to view, whether you have initially chosen to monitor it or otherwise.

Also, since they share the same features and functionalities, the target audience of Heap Analytics and MixPanel are quite similar.

Heap isn’t the best option for marketers with android applications in their marketing strategy! It’s a waste of time for mobile applications analysis as this tool doesn’t support android applications yet. However, if you want to track data on your website, iOS applications, or products, you can consider Heap Analytics!

4. Google Analytics

For most experienced marketers, this might not be the first time coming across Google Analytics.

Google Analytics is Google’s sponsored web analytics tool. It is free! It allows its users to track websites’ traffic, letting them see visitors' behaviors, where they are coming from, the bounce rate of website visitors, etc.

Google AdWords' integration with Google Analytics allows marketers to analyze their campaigns with deeper and more comprehensive data. But then, it is somewhat complex to define and track new conversions with Google Analytics.

Also, marketers can’t know the exact actions users performed on their website nor track each user’s sessions.

Nonetheless, Google Analytics is a great marketing analytics tool for marketing teams that want to track the traffic resulting from their marketing efforts. However, if you are concerned more with growth, sales, or conversions, then you may want to consider other analytics tools.

5. SEMrush

Another excellent marketing analytics tool is SEMrush. SEMrush lets you know your competitors' activities, help you outrank them in SER pages, and help you discover ways to track the social media accounts of your competitors effectively.

Also, with SEMrush, you can monitor your brand. SEMrush’s major feature is its report tool that shows your competitors’ keywords data in their Google AdWords campaign. This way, you are a step ahead at knowing more about their search engine traffic.

Similarly, you can analyze several keywords with SEMrush, discovering how other brands and marketers are bidding on them and the competitiveness of these bids.

Generally, this marketing analytics tool is great for people that want to increase their website’s search engine traffic and track their competitors. It is an excellent tool to optimize your search engine campaign strategies.

6. Improvado

Improvado is explicitly made for marketing experts! This marketing analytics tool lets marketers gather their data in one location without having to log into different platforms. Basically, it provides an excellent alternative for manual reporting.

Improvado can connect with all platforms usable by digital marketers, including Google Ads, Facebook Ads, email, CRM, etc.

One major advantage of Improvado is its deep integrations, which allows its users to see data on the campaign, Adset, Keyword levels in just a single dashboard. This makes it easier and quicker to track performance, optimize campaigns, etc.

Improvado is also a user-friendly and straightforward marketing tool. You do not need to hire developers to implement changes on your dashboard. It’s something you can do on your own.

7. Moz Pro

Moz Pro offers data for marketers that improve their SEO efforts and ultimately help to increase their search engine traffic. Moz Pro offers both you and your competitors’ search engine data, including keywords rankings, links analysis, and trends over a selected period of time.

Moz Pro is an excellent marketing analytic tool for SEO experts and digital marketers who want to maximize their search engine traffic strategies. Whether you are a beginner or an expert, you can use Moz Pro!

8. Fivetran

Fivetran is a tool for collecting and analyzing data. This tool allows users to connect their databases, applications, etc., to a single hub so they can see and analyze their data. It features a simple and user-friendly interface – you don’t need any technical knowledge to navigate its dashboard. This tool is majorly for marketers and data analysts.

Other Top Marketing Analytics Tools

9. Adestra

This tool is designed to help you get insights into how effective their marketing campaigns are. It also sends automatic messages. Adestra is an email automation marketing tool - helping marketers to create targeted email marketing campaigns.

Users enjoy the luxury of several templates optimized for both web and mobile. With Adestra, as a marketer, you can enjoy premium data collection services that will boost your customer engagements.

10. Insightly

Insightly doubles as a platform for CRM and deep marketing automation. This marketing tool provides exquisite newsletter and email creation services. It allows two-way communication, using landing pages and embedded forms.

Insightly also helps marketers in analyzing and visualizing their customers’ insights using its advanced analytics engine. This tool is great for both web and mobile.

11. Omnisend

Omnisend is a perfect option for marketers of retail companies! It provides them with features that let allow them to engage with their customers personally.

For instance, with Omnisend, you can send welcome emails to your new customers or subscribers, issue timely reminders, etc.


Is Google Analytics a marketing tool?

Yes, Google Analytics is a marketing tool! It is an excellent tool for bloggers, brands, and digital business marketers who want to analyze their website(s) traffic.

Google Analytics can help you discover massive data about your website visitors, consequently helping you develop effective marketing strategies for your business. However, Google Analytics doesn't track consumer or visitors' behaviors, which is a big downside of the great tool.

How Is Marketing Data Analytics Used in Marketing?

Marketing Analytics helps a great deal in helping marketers and businesses to track their campaigns and respective results, which makes them ensure that they are maximizing their investment to achieve the most optimal results.

Data analytics is usually used to know how effective your organization's marketing strategies are. It is an inalienable part of your business’ sales and advertisement.

The better and more effective your marketing data analytics are, the more efficient your marketing strategies will become, which ultimately translates into more sales and more money. Hence, the need to ensure you are using the top marketing analytics software for your marketing campaigns.

You can go over our list of top marketing analytics software and tools in this post to choose a tool that best suits your marketing strategy.


So far, you must have learned several reasons why every marketer needs an excellent marketing analytics tool and furthered by seeing a few of list of excellent marketing analytics tools that are available for use. It is now your time to choose one today!

As seen, all these marketing tools and software have their pros and cons. It is up to you to choose the ones that best suits your needs and help you in making decisions that will optimize your marketing strategies and efforts.

Published on Jan 29, 2021

Gintaras is an experienced marketing professional who is always eager to explore the most up-to-date issues in data marketing. He is always in search of new and unexplored angles to share with his readers.

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