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12 Top Marketing Analytics Tools & Software for 2022

Working with enormous amounts of data is challenging. You must analyze the results of your campaigns, look for trends, and base your marketing decisions on them. However, there is a better way to ‘handle’ data. It's tools for marketing analytics. They compile, clean up, aggregate, and graphically present your progress, show trends, and make it simple to identify areas that need improvement.

Dominyka Vaičiūnaitė
Dominyka Vaičiūnaitė

Sep 21, 2022 7 min read

Marketing Analytics Tools

In short, they take the giant mess of random numbers and turn it into data that’s pretty to look at. And as your clients are probably more interested in pretty data than raw numbers, it’s great to give them an overview of their results in a visually pleasing way.

Here is a list of the top marketing analytics tools so you can easily compare them to decide which would be the best for you and ensure you don't waste money on unnecessary purchases.

But first…

What Are Marketing Analytics Tools?

Marketing analytics tools are applications for digital marketing agencies and in-house marketers. These analytics tools handle huge volumes of data and turn them into visual and actionable insights.

In most cases, marketing analytics tools present data related to different marketing campaigns, such as social media, PPC, SEO, or e-commerce campaigns. 

The main reason for using marketing analytics tools is so that marketers can easily connect and understand their data once it’s all in one place. Moreover, these tools can turn ugly decimals into graphs, bars, and charts that are easier to understand, both for marketers and for clients.

The tools listed below have all the features you need to gather your marketing data from various platforms and analyze it one place. While they seem similar, each of the 12 has a different feature set, pricing, and customer support, so choose carefully.

Let’s get started.

Top 12 Marketing Analytics Tools for 2022

Here are the very best marketing tools for in-house and agency marketers, each with its own best features, pricing, and other important information.

1. Whatagraph

Whatagraph is a powerful and modern marketing reporting software used by hundreds of agencies and businesses around the globe. 

What sets Whatagraph apart is that it is a very intuitive and interactive tool. You don’t need to be tech-savvy to build a report; you can do it easily with our customization options.

Both big and small marketing agencies love Whatagraph as it’s just as easy to create 50 reports as it is to create 5. We are constantly adding new integrations with marketing tools you use for your everyday campaigns for your clients.

If you’re stuck after signing up for a free trial - don’t worry. Every customer gets a free, personalized onboarding session for 30 minutes. Use this time to ask questions and we’ll make sure to give you everything you need to start creating amazing marketing reports.

There is also an option for you to have a live chat to get support in a couple of minutes at any time of the day. We’re available 20 hours a day, 5 days a week, so your questions won’t wait for an answer long.

Top Features

Top features beneficial for every marketing agency include:

Automated reporting - schedule your reports and update your clients on a regular basis. With Whatagraph, you can do it at any frequency and choose time zones and the total number of recipients. This feature will save you up to 10 hours each week per client!

White-label reporting & customization options - remove Whatagraph’s branding from all of the reports and dashboard to match your brand. From logos to the domain, from colours to the whole report design. Let your inner muse out and have fun designing your reports. We promise - your clients will love them.

Gallery with 95+ pre-made report templates - get access to marketing templates and create reports in a matter of seconds. Our marketing dashboards and reports are developed where you can simply choose the type and category of the report [for example, Analytics - Google Analytics report] and instantly get all essential KPIs in a pre-made report template.

Overview - this functionality is pretty new in Whatagraph. Overview lets you compare all of your clients at once in our tool. This lets you see how you perform across different clients and you can easily spot trends and patterns in your own campaign performance.

Pros

Whatagraph has a lot of features that digital agencies will appreciate. 

For example. It has 40+ the most popular marketing integrations, such as Facebook, TikTok, Shopify, Ahrefs, SEMRush, LinkedIn, Salesforce, HubSpot and many others;

Moreover, Whatagraph can conveniently be used as a client reporting software due to full report customization options. You can change the report's entire look, including the colors, fonts, and themes. Widgets can also be resized and moved around by being dragged and dropped.

To add, Whatagraph offers a help center with a search bar that is easy to use, allowing you to quickly find answers if you like to troubleshoot on your own.

Cons

First, Whatagraph doesn’t track UTM tags.

It also has no drill-down (filtering) options.

Lastly, integrations - there are 40 at the moment with more on the way - some competitors have more data sources than this.

Who Is This Tool For?

This tool is specifically designed for marketing agencies and in-house marketers. However, if you are a small business or an influencer, you will also benefit from all of the features mentioned above

Tool Pricing

We offer three plans for you to choose from: Professional, Premium, and Custom, with the starting price of $199 per month.

Note: These subscriptions can be altered and customized to meet your needs. 

Start reporting with Whatagraph, and you won’t pay for another feature that’s not useful to you. 

2. Google Analytics

Google Analytics is a powerful analytics solution for marketers that put a lot of emphasis on improving client websites and overall online visibility. This could relate to site speed, clicks, or traffic. 

The best marketing infrastructure for your client is still their website, and GA is a free and helpful tool for tracking performance metrics – from the initial source of the traffic to the final conversion.

Compared to other tools, Google Analytics is pretty bare-bones but it delivers essential website metrics that every business needs to stay on top of. You can identify the pages that aren't converting, identify problems, and find out which page is bringing in the most visitors, among other things.

Top Features

Marketers can divide the audience into different categories and determine how each page affects the desired metric.

There is also an ability to customize channel grouping in Google Analytics reports. Other characteristics are:

  • Notifications of metrics changes;
  • Event tracking; 
  • Tracking of site searches;
  • Behavior flow;
  • Website analytics;
  • Site speed report.

Pros

Major Google Analytics pros are features such as the tool being free, easy set up and real-time data.

Yet, they have even more to offer.

For example, you can monitor your search engine traffic by integrating with almost every other tool in the market. 

Moreover, Google Analytics is one of the market’s leaders because it continually and regularly updates features, metrics and reports. 

Cons

Unfortunately, there are some downsides worth knowing. 

First, even though you can use it for free, without purchasing a Premium plan, your reports will be limited in terms of the data sources you can connect, customization and query time support.

Second, it is impossible to analyze cost data at the user level.

Third, even though it’s easy to set up, there is a steep learning curve to find all the features and use them fully.

Lastly, there is no customer support which means you are left alone to fix bugs. 

Who Is This Tool For?

Google Analytics is one of the most popular tools with PPC and SEO specialists due to its features. However, anyone with a website could benefit from using this tool and learning how to navigate it.

Tool Pricing

As already mentioned, Google Analytics can be free. However, if you require full optimization options and work with multiple clients, you may need to purchase Google Analytics 360 (Premium plan), which can cost up to $150,000 annually or $12,500 per month.

3. Supermetrics

Supermetrics is an ETL solution for marketers to move data to their preferred reporting tools. It gives the flexibility to transform and store data in the required products before moving it on to another tool that displays the data in a visually pleasing way. 

Marketers use Supermetrics to move data to storage platforms, data visualization tools, spreadsheets etc. 

Supermetrics may not be the easiest tool to use, yet they offer many resources such as customer success stories, data security, template gallery, support portal, blog, podcast and webinars.

Top Features:

  • Report scheduling and automation;
  • Data visualization & presentation;
  • Retroactive reporting;
  • Business intelligence;
  • Data analytics;
  • Metric segmentation;
  • Data mining;
  • Custom reports and dashboards;
  • Real-time reporting.

Pros

One of the biggest pros of using the tool is paying for what you use. It can be pretty cheap if you need to get data from just a couple of data sources. 

Second, users appreciate how fast and seamless the data reporting process is with Supermetrics.

Lastly, the tool offers 60+ data source connectors, around 20 templates and automation support.

Cons

On the other hand, Supermetrics is known to have some disadvantages.

For example, you can’t create reports within the tool. You need to purchase another one to do that.

Moreover, if you have multiple clients, which means pulling data from multiple data sources, they can get a bit expensive.

Who Is This Tool For?

Given its features, this tool works best for engineers and data analysts who require access to a variety of data sources. For instance, a marketing agency might use a reporting tool that doesn't require additional resources and already includes the most common marketing integrations.

Tool Pricing

Supermetrics offers these plans:

  • Supermetrics for Data Studio - €69.00/per user per month
  • Supermetrics for Google Sheets -  €99.00/ per user per month
  • Enterprise plans - contact customer support for more information.

4. Funnel.io

Funnel.io is a tool to collect, analyse and monitor marketing data. It automatically gathers your needed data, allowing marketers to forget about manual reporting. 

Funnel.io performs cross-channel reporting, highlighting the performance of each platform and customer journey across analytics, CRM and advertising. 

The tool also focuses on data visualization, which can be conveniently customized within the tool. 

Top Features

  • 500+ platform integrations;
  • Import data from Google Sheets and Excel;
  • Automatic updates;
  • Data warehouse;
  • Data explorer;
  • Allows creating reports and dashboards within the platform.

Pros

Many users on G2 express their favourability of Funnel.io because their interface is super easy to use, and there is no hassle to customize metrics. 

Moreover, other users appreciate that the platform can be installed on desktop and mobile devices for an even better customer experience. 

Lastly,  a huge pro is that they comfortably store historical data for 2 years which allows creation of even more in-depth reports, 

Cons

Unfortunately, many users find the tool to be too expensive as their cheapest monthly plan starts at €359/month.

Moreover, if client reporting is essential to your team and your company, know that they do not provide white-labelling options. This means you won’t be able to send personalized reports.

Lastly, many users complain that there are too many bugs when it comes to transformation data.

Who Is This Tool For?

Funnel.io can be used by any marketer who wants to optimize their data reporting process. It could be either a freelancer, a small business or a marketing department.

Tool Pricing

Funnel.io offers three plans:

  • Essentials - €359/month;
  • Plus - €899/month;
  • Enterprise - €1,799/month.

5. Klipfolio

Klipfolio is a business dashboard and analytics software. It provides data visualization and documentation features.

Klipfolio is one of the most popular reporting tools due to its user-friendly interface, flexibility, and report interactivity. 

With Klipfolio, you can build pixel-perfect real-time data visualizations and distribute useful customized dashboards and reports. Using sophisticated customization, formulas, and functions to streamline and transform your data, get your entire marketing team and your clients on the same page.

Top Features

  • Integrates with 300+ marketing channels;
  • Provides 32 chart types;
  • Report customization;
  • Automated reporting;
  • Provides data and metric warehouse. 

Pros

Klipflio offers many features such as data blending and filtering. 

They provide more than 90+ interactive live dashboard examples.

One of the unique features Klipfolio offers is that they allow marketers to connect dashboards to TVs for meetings. 

Lastly, despite your level of expertise when it comes to data reporting, you don’t need to worry as Klipflio will guide you through the report development process. They offer customer support service with every subscription. 

Cons

One of the biggest cons is that you'll get various data refresh rates depending on your pricing plan. Real-time data could take an hour to obtain. By then, it's no longer real-time.

Moreover, dashboards are restricted, and only the more expensive plans offer the white-label option.

Who Is This Tool For?

Klipfolio is a perfect tool for marketing agencies, businesses and freelancers.

Tool Pricing

Klipfolio offers three plans:

  • Grow - $99 per month;
  • Team - $199 per month;
  • Team+ -  $399 per month.

6. Cyfe

Next on the marketing analytics tool & software list - Cyfe.

Cyfe is well-known for its great ability to take all your key metrics and KPIs and transform them into beautiful reports. You can confidently connect to data sources from your SEO, social media, email and other campaigns and quickly and accurately pull data. 

Cyfe has great features such as real-time online dashboards, white-labelling and custom data widgets.

Top Features

  • Pre-built widgets;
  • Historical data;
  • Data exports in PDF, CSV, and PNG formats;
  • TV mode;
  • White-labelling;
  • Custom data sources;
  • Around 40 integrations.

Pros

One of the key pros of using Cyfe is accessing monitoring and reporting functions. Due to its user-friendly UI, anyone can create reports and dashboards in seconds.

Another advantage of using Cyfe is its cross-channel reporting. You can easily connect Google Analytics and any social media platforms and compare each to understand customer behavior journey and behavior habits.

They also offer customer support to answer your questions and fix any occurring bugs. 

Cons

One of the cons found in G2 reviews was their lack of features such as sending invoices and customization.

Moreover, many users aren’t satisfied that the tool doesn't store historical data and has no backup options.

Lastly, users complain about their retrieval data not being automated enough. For that to work, many users need to utilize additional services such as AdWords. 

Who Is This Tool For?

Marketing agencies, freelancers, and business owners could easily benefit from this tool, analyze their data and improve marketing campaigns.

Tool Pricing

Cyfe offers four pricing options:

  • Starter - $19 per month;
  • Standard - $29 per month;
  • Pro - $49 per month;
  • Premier - $89 per month.

7. Mixpanel

Mixpanel is a BI tool that you can use to monitor how users interact with your online stores. 

Mixpanel is highly focused on tracking and evaluating customer journeys as it tracks their behavior habits, steps and trends. 

This tool is especially useful for store owners who run their businesses online as it provides huge volumes of data about each funnel stage and how clients impacted them. 

Top Features

  • Customized dashboards;
  • Query Mixpanel with SQL;
  • Segments funnel by every available property;
  • Real-time reporting;
  • Custom event tracking; 

Pros

Mixpanel users praise how easy it is to use the tool on G2 reviews. Apparently, there is no setting on Mixpanel that would require tech knowledge.

Moreover, people are complimenting the easiness of tagging and tracking capabilities. 

Lastly, they have advanced visualization features. It allows many users to drill down into the user’s activity and visually see how visitors interact with their website.

Cons

One of the biggest disadvantages found in G2 is that they don’t have enough integrations, which requires many users to get additional 3rd party tools.

Moreover, many users find it difficult to fetch mobile device IDs of frequent users on their apps or webs. 

Lastly, many users are unsatisfied with the inability to pull together multiple projects into a single dashboard. 

Who Is This Tool For?

Mixpanel is designed for businesses and freelancers. 

Currently, Mixpanel is used by 30% of Fortune 100 SaaS businesses use it to increase product engagement and customer retention. It is especially useful for marketers who base their marketing efforts on web improvement. 

Tool Pricing

You can use it for free with limited features or get a monthly plan starting at $25 per month. 

8. Hotjar

Hotjar is a tool that provides insights into product experience, behavior analytics and highlights important data on customer behavior. It’s one of the best tools that you can use to immediately see what people are doing on your website and what specific paths they are taking.

With Hotjar, you can easily and quickly get context into why certain campaigns didn’t work and why others were extremely successful. 

Top Features

  • Heatmaps - highlight user behavior on specific pages;
  • Recordings - presents you with anonymous user sessions;
  • Webpage element analysis;
  • Mobile device analysis;
  • Data segmentation;
  • Events API tracking;
  • Page targeting;
  • 3,000+ integrations via Zapier;
  • Incoming feedback customization.

Pros

Without a doubt, according to G2 reviews, it is clear that Hotjar is one of the best platforms for understanding user behavior. 

Moreover, users find it useful that they can create and share heatmaps while adhering to GDPR policies.

Lastly, users appreciate the fact that they can see how visitors who land on their page move the mouse on the website. This is beneficial when working on website improvements.

Cons

On the other hand, users complain that Hotjar does not provide them with 100% realistic data. 

The tool is also unable to monitor embedded iframes.

Lastly, the tool doesn’t allow you to filter by IP address. This means that you can help your customer encounter bugs.

Who Is This Tool For?

Hotjar is primarily used by small businesses.

Tool Pricing

Hotjar offers 4 plans:

  • Basic - free but limited;
  • Plus - $39 per month;
  • Business - $80 per month;
  • Scale - customized so get in touch with sales.

9. Oribi

Oribi is an all-in-one marketing analytics tool providing key insights and trends of their visitors, customer flow, and how their marketing efforts are paying off. 

Oribi offers simple, user-friendly dashboards with website statistics. Users can monitor their campaign goals and site activity.

Oribi assists clients in answering the following questions about their visitors, customer flow, and marketing efforts:

  • What channels should you invest in to improve your objectives and outcomes;
  • Where are prospects getting lost on their conversion journey;
  • What marketing content performs the best, and what type of content to create to increase i.e. conversions.

Top Features

  • Automatic event tracking;
  • Detailed visitor journey data;
  • Alert notifications;
  • Report generation;
  • Multiple site management;
  • User interaction tracking;
  • Conversion tracking;
  • Customer support.

Pros

Depending on the plan you purchase, you get up to 2 years of data history. The same goes for tracking domains.

Moreover, you get full-on 1:1 onboarding.

Lastly, Oribi users say it is very simple to navigate and understand the information it provides, allowing them to change their advertising strategies.

Cons

One of the biggest dislikes users express is the pricing plan. The cheapest plan starts at $540/mo, which is quite expensive for many users.

Moreover, the tool is fairly limited in terms of its features and functionalities, with no room for even basic customization in tracking and reporting traffic.

Who Is This Tool For?

As Oribi say: ‘ we empower businesses of all sizes to make smarter, data-driven decisions with our cutting-edge technology, powerful features, and top-notch optimization guidance’.

Tool Pricing

  • Optimize plan (eCommerce Shop) - $540 per month;
  • Optimize plan (Business Website) - $630 per month;
  • Grow plan - $720 per month;
  • Scale plan - $1,080 per month.

10. Matomo

Matomo is a web analytics platform that works as a Google Analytics importer, personal data tracker and data reporting tool.

Matomo provides enhanced insights, real-time updates, media analytics, and content interactions. 

Top Features

  • Custom reporting;
  • Campaign tracking;
  • Event tracking;
  • White-labeling;
  • A/B testing;
  • 100+ integrations;
  • Real-time reporting;
  • Data segmentation.

Pros

One of the biggest pros is that Matomo is an open-source tool. Some users say that with Matomo, they can manipulate ad blockers and get access to very critical data.

Second, Matomo has all the features you may need to track user interactions.

Lastly, it offers two hosting options: cloud and on-premise. The cloud eliminates the need for installation. On-Premise is free, open-source, and self-hosted PHP/MySQL software that you can install on your server, giving you maximum flexibility.

Cons

Some Matomo users express frustration with the graphical user interface. Apparently, there are cases when UI shows different data than the database. 

Moreover, other users say Matomo can be tricky to get used to. It doesn't have a very friendly UI and requires a lot of time to understand. 

Finally, MySQL can only be used for backend data storage.

Who Is This Tool For?

The tool is mainly focused on businesses that own online stores or marketers who help improve client websites. 

If you run an eCommerce shop and want a tool to give you accurate data on its performance - Matomo might be one of the best solutions.

Tool Pricing

  • On-premise - free;
  • Cloud - $19 per month.

11. Heap

Heap is a BI tool that has powerful analytic capabilities such as providing insights into how customers are using your product.

Heap is helpful for immediately receiving answers on user actions without requiring engineering work. It's simple, you obtain data from the previous few weeks (depending on your strategy), and you can make marketing decisions faster and with more accuracy.

Top Features

  • White-label;
  • Chart templates;
  • 100 integrations;
  • Activity tracking;
  • Campaign tracking;
  • Customizable dashboard;
  • Customer segmentation;
  • Multi-channel attribution;
  • Real-time analytics and updates.

Pros

One of the most significant advantages of using Heap is that it assists organizations in understanding the needs and motivations of their customers. It provides a clear and realistic scope that allows me to see exactly how online activities work smoothly.

The tool's second advantage is its ability to evaluate and adjust definitions based on behaviors and third-party data.

Cons

One of the key disadvantages of the tool is the configuration process. Every step requires verifications, which makes it highly technical. 

The second problem is their user interface. Users claim that it is difficult to use and that there aren't many automation capabilities for finding UX pain spots without knowing exactly what they're looking for.

Who Is This Tool For?

The tool primarily targets business owners to help them improve their websites. If you run an eCommerce store and need a tool to provide accurate data on its performance, Heap may be one of the best options.

Tool Pricing

Unfortunately, they do not provide their pricing plans on their website. You’d need to contact them to find out their monthly subscription fees. 

12. Adverity

Adverity is a marketing analytics software with data visualization capabilities. 

Adverity is a data platform that provides marketing performance analytics features and marketing automation.

Adverity makes it simple to uncover possibilities to create more revenue while working more efficiently and saving time by integrating siloed data and revealing actionable insights.

Top Features

  • Customer support and onboarding;
  • AB testing;
  • Data collection;
  • Data analysis;
  • Social media marketing;
  • Budgeting/forecasting;
  • Campaign performance tracking;
  • Real-time data monitoring and updates;
  • 600 API connectors;
  • Continual enhancement of new features;
  • Automation.

Pros

One of the best things about Adverity is its ability to mix different data sources quickly in a very simple manner.

The platform's simplicity belies its overall capability, with the ability to plug directly into cloud databases, data sources, and bespoke APIs with just a bit of additional platform knowledge.

Cons

Some users complain that there could be a lack of documentation.

Moreover, without the assistance of their support personnel, the error codes can be tough to troubleshoot at times.

Lastly, some users on G2 say that enrichment setup could be difficult for someone who is unfamiliar with basic coding.

Who Is This Tool For?

Adverity is an intelligent data integration and analytics platform for marketing teams, sales, and eCommerce organizations.

Tool Pricing

Unfortunately, they do not provide their pricing plans on their website. You’d need to contact them to find out their monthly subscription fees. 

Bottom Line

There are numerous effective marketing analytics tools and applications available. Some are more business-oriented, while others are more geared toward marketing agencies. Consider several features and tool qualities to choose which works best for you.

We'd like to introduce you to the digital marketing analytics tool Whatagraph, the ideal solution for marketing companies.

Sign up for Whatagraph to access client reporting features, a full library of pre-made templates, report automation, and 40 data connections. Create stunning reports for your clients while saving time by having data retrieved from sources automatically. Sign up for a free trial now to get started!

Published on Sep 21, 2022

Dominyka is a copywriter who uses simple words to explain tough ideas. Her content is inspired by the good old brand “For Dummies.” Anyone can read and learn all things marketing with her.

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