With the advent of artificial intelligence and analytics tools, corporate practices have been completely changed. Now, comprehending and getting deep insights into web traffic is like a walkover. This is simply because of web analytics tools.

Here, we’re going to explore the top 10 web analytics tools to track traffic coming to the website.

Top 10 Web Analytics Tools to Track Traffic

The following tools can help web analytics services providers to analyse websites and their performance.

1. Google Analytics 4

This is a free service by Google that helps in catching up with insights into users’ web journeys and marketing campaigns. It means that a web owner can easily discover how users respond to his website with this Google marketing program. The best thing about it is that anyone can use it.

This Google Analytics tool is able to gather data from websites and applications to generate reports, which carry insights into a business. For instance, you can check page views, users’ journeys from different devices, operating systems, browsers, etc. Let’s figure out its main features that can help you gain insights.

Main Features

• It is enriched with robust tracking features using machine learning and artificial intelligence, which help you determine how much traffic your website has generated, which page engaged the customer, and who clicked on the inquiry form. This happens through data collection application programme interfaces (APIs).
• Once all details are fetched, its inbuilt advanced segmentation capacity comes forth to help in customising reports for advertising, acquisition, audience behaviour, and conversions.
• What makes it amazing is its integrity with other Google products, such as Google Ads, Google Data Studio, Salesforce Marketing Cloud, Google AdSense, Google Optimise 360, Google Search Ads 360, Google Display & Video 360, Google Ad Manager, and Google Search Console, so that the web owner can discover a comprehensive overview of his website. On that basis, he can predict multiple things and make informed decisions. You can integrate it with Google Ads to catch its overview for e-Commerce assessment.
• Also, it allows sharing reports through email sharing and communication.
• It can generate reports by sampling 500,000 random sessions so that the server won’t get down. But unfortunately, the errors can be seen in the number of visits.
• Marketers can utilise its additional codeless tracking features, which provide insights with less latency.
• This tool comes with advanced data control features to comply with regulatory compliance and data management.

2. Adobe Analytics

This is another amazing analytics tool that helps the web owner know everything about users’ web journeys. It includes the device customers prefer to explore and how they interact with it. Besides, there are multiple advanced features available with this tool.

Main Features

• It collects data from multiple channels, such as the web, email, campaigns, web-based kiosks, mobile devices, client-server applications, etc.
• It extracts the web and mobile app data that is required to make data-driven decisions and also align with your business objectives.
• It processes data using its server-side approach, which helps in segmenting visitors in real-time without creating complexities.
• It shows real-time details about the duration of the videos as well as audios so that the web owner can make decisions on personalisation.
• It consists of Adobe Experience Platform Tag Manager to effectively manage tags and innovative tools for gathering and distributing datasets across digital marketing systems.
• One can expand storage, data reprocessing, and reporting.

3. Matomo

Previously called Piwik, Matomo is also a free and open-source web analytics platform where you can prepare reports on web performance and about its visitors. It provides a vast pool of information, including the search engines, used keywords, spoken languages, and likes on which pages. It can help you analyse in 50 different languages and also provides two hosting alternatives, which are cloud and on-premise.

Main Features

• This is an open-source platform, allowing the ability to control its privacy and 100% data ownership.
• This tool is actually flexible, and its SDKs help in monitoring users’ actions on mobile applications or server-side applications.
• Its Tag Manager also enables you to manage and allocate tracking and marketing tags effortlessly.
• This tool can perform functions like View, Write, Admin, and Super User. And with the view function, you can track reports for a website.
• You can have customisable dashboards with a sidebar menu and a visitor map, as well as reports showing real-time reports.
• It also allows goal tracking and the online shopping store’s analytics for performance evaluation.

4. Hotjar

This is a behaviour-mapping tool for different online businesses. Web owners can understand how people behave on the website, where the glitches occur, and what they feel about the website. It’s available in both versions, free and paid, wherein the basic plan is absolutely free but shows limited website sessions, feedback, and customer responses. In terms of compatibility, it can be integrated with websites and web applications, but not with desktop apps.

It works on the basis of a web page’s HTML codes, which categorise each web element according to its tag, parent elements, IDs, and classes. Simply put, this tool extracts user behaviour data while mapping all web elements via users’ interactions with the master heatmap report.

Main Features

• It consists of heatmaps and session recording features, which convert user data into a visualised form.
• You can find user surveys and feedback polls in order to track quality insights.
• Through conversion funnel analysis, it tracks the scope for optimisation on the website.

5. Crazy Egg

Like the aforementioned tools, it’s another platform to guide businesses through user behaviour on their websites. This tool is apt for different types of businesses, especially education, retail, e-commerce, and more.

Main Features

• This tool collects details about users’ clicks on the website and also uses heatmaps and scrollmaps to catch insights into customer behaviour. Thereafter, it transforms them into a comprehensive visual representation. It shows page elements’ popularity.
• It also has efficient features to filter data on search terms, operating systems, and the top 15 referrers.
• With it, businesses plan how to improve the user experience, multiply conversion rates, and boost branding.
• Besides, it allows customers to run A/B tests so that a refined version of the website can be established.

6. Woopra

This cloud-based customer analytics platform is designed for small to midsize businesses. It enables them to track and manage customer behaviour. Moreover, the web owner can easily identify its users’ journey. Companies like Hewlett-Packard Enterprise, Redhat, Wordstream, and Applovin are using it effectively.

Main Features

• It is capable of real-time monitoring and analytics so that you can have immediate insights into customers’ intent.
• You can get comprehensive details regarding individual customers through it.
• Its dashboards and reports are visually impactful and comprehensive.
• If required, it can automatically generate descriptive profiles of a specific customer in real-time.
• It allows you to track user behaviour across websites through marketing campaigns, emails, social media, technical support, a help desk, and videos.

7. Mixpanel

This is one of the most powerful real-time analytics platforms, with which measuring and optimising user engagement is no big deal. In short, it is a customer behaviour tracker that provides insights into the use of your product and customer interaction. Once you learn, you can make an impactful decision and improve your own products.

Main Features

• It provides an activity dashboard and sends alerts and notifications. Accordingly, you can set audience targets.
• It allows you to manage digital marketing campaigns and also helps you segment campaigns.
• You can do cohort analysis, use communication management, and use collaboration tools.
• You can extract reports in different types, as in funnels, flows, retention, and insights.
• For visualisation, it caters to different types of charts, which can be bar charts, stacked bar charts, pie charts, metric charts, and table charts.

8. KISSmetrics

It is a person-based cloud platform that lets you understand the behaviour of web users through analysis. You can use it on a website and on mobile phones because its functionality allows it to track, analyse, and optimise your digital marketing campaigns.

Main Features

• It’s a customer-centric analytics product that can tap into and understand their journeys so that improvements can be established to attract more traffic online. You can use its centralised platform to gain insights into their engagement and users’ categories.
• The web owner can witness the entire customer journey across marketing campaigns, websites, and mobile phones. This is done to get deeply into an individual’s dataset and its touchpoints. Moreover, you can monitor leads and demos through the content and social media.
• This tool is absolutely seamless, especially when you want it to be integrated with other tools or platforms. This is simply because of add-ons and customised dashboard abilities.

9. SEMrush

This is the most popular analytics tool among marketers and publishers who work on Google, Bing, and Yahoo. It consists of tools for seamless campaigns, especially SEO, PPC, SMM, keyword research, competitive research, PR, content marketing, marketing insights, and campaign management.

Main Features

• Its Keyword Magic tool can address all problems of finding accurate keywords. It can easily assess topics you provide, track keywords, and discover requisite phrases to target for improving websites’ visibility via SEO.
• You can easily discover the trend in a specific industry or niche. Besides, it allows you to audit on-page SEO and filter valuable keywords to use in campaigns.
• Also, you can use its competitor analysis feature and perform a technical audit of the website.
• This tool has a series of functions or features to master the art of organic search so that more traffic can be attracted and conversions can be higher on all search engines.
• You can use a free account to enable access to multiple tools. But all tools won’t be accessible in this case. Being rich in advanced features and capabilities, some users find it useful for highly professional SEO experts.

10. Piwik PRO

It is an analytics platform, enabling organisations to assess and optimise customers’ journeys. Its code to track customers’ journeys is written in JavaScript, which can be integrated into web pages. It automatically sends information about a visit to a specific page to the tool.

Main Features

• It also consists of multiple tools, such as analytics, tag manager, customer data platform, and consent manager.
• This platform is GDPR-compliant, which means that it strictly follows security policies and privacy regulations.
• It can monitor website, intranet, and app events by using six tracking methods. Also, you can have a customised report.

Conclusion

Web traffic is an important web element, signalling how popular your online business is. You can track it through multiple tools, which are mentioned. Their features can help you discover ways to elevate users’ experiences.