Web Analytics Tools: Tracking and Analyzing Website Traffic in SEM

Web Analytics Tools

Welcome to our comprehensive guide on web analytics tools. In today’s data-driven digital landscape, understanding the performance of your website is essential for success. These tools provide valuable insights into visitor behavior, traffic sources, and key metrics to help you make informed decisions to optimize your online presence. In this article, we will explore various tools that enable you to track and analyze the performance of your website. Whether you’re a website owner, marketer, or business professional, these tools will empower you to gain a deeper understanding of your audience and make data-driven decisions to improve your online strategies. Let’s delve into the world of these tools and unlock the power of data for your website’s success.

What are web analytics tools?

These are software designed to track, measure, and report website activity, including site traffic, visitor source, and user clicks.

Using web analytics tools helps you understand what’s happening on your website and get insights on what’s working (and what’s not). You can use this insight to optimize the user experience and drive more engagement and conversions.

What are the different types of web analytics tools?

There are two main types of these tools depending on how data is collected:


A piece of code installed on your site will generate analytics unique to you (e.g., Google Analytics or Clicky)


Insights collected from third-party sources (like search engines and toolbars) generate analytics data about multiple websites. Ideal for competitive analysis (e.g., SimilarWeb)

Within these groups, web analytics software fall into five categories:

Traditional analytics tools:

Quantitative website traffic data, like bounce rate and pageviews (e.g., Google Analytics)

Behavior analytics tools:

Individual or aggregate qualitative user website behavior data (e.g., Hotjar)

Customer journey analytics tools:

Customer touchpoint data across multiple channels (e.g., Woopra)

Content analytics tools:

Editorial analytics to measure website content performance (e.g., Chartbeat)

SEO analytics tools:

Data on keyword performance, backlinks, search traffic, and competitors (e.g., SEMrush)

While some tools overlap several categories, we’ve listed the best tools for each and their closest alternatives.

Also read : Analytics Tools: Measuring and Analyzing Marketing Performance

Top Web Analytics Tools Used by Professionals

When the topic of analytics comes up, people might immediately think of the industry leader, Google Analytics; but that’s just the tip of a vast web analytics iceberg.

1. Google Analytics

What it is: Google Analytics is a traditional web analytics tool providing quantitative user and customer data across devices and platforms.

Key features & what it’s good at:

  • Track quantitative data, like sessions or bounce rate, organized in dedicated reports to learn what’s happening on your site
  • Collect event-based data from websites and apps with GA4
  • Integrate with the rest of the Google Marketing Platform tools, like Adwords or the Search Console, to combine all your data in one place.



2. Mixpanel

What it is: Mixpanel is a self-serve product analytics platform that helps you convert, engage, and retain more users. Learn more in our Mixpanel guide.

Key features & what it’s good at:

  • Get insights on how your product is being used and which your most popular features
  • Visualize where your users drop off by building retroactive funnels and measuring conversion rates between each step
  • Analyze which users stick around and improve customer retention
  • Complement your quantitative data with qualitative insights via the Hotjar integration


from free for up to 20M events/month, with paid plans starting at $20/month

3. Kissmetrics

What it is: Kissmetrics is a product and marketing analytics software that helps scaling SaaS and e-commerce businesses accelerate their growth with quantitative data.

Key features & what it’s good at:

  • See key metrics at a glance in your customizable dashboard
  • Track power users to understand how they behave on your site with segmentation and cohort analysis
  • Measure key revenue metrics like customer lifetime value and churn rate


from $299/month

4. Adobe Analytics

What it is: Adobe Analytics is a traditional web and marketing analytics tool part of the Adobe Experience Platform, designed to provide actionable insights. Consider it an Enterprise alternative to Google Analytics.

Key features & what it’s good at:

  • Collect and measure data from multiple channels to get a complete picture of your customers and business
  • Segment your customers to understand why they behave the way they do and how they differ from one another
  • Leverage AI, machine learning, and automation to predict and model customer behavior


On request, Adobe Analytics is better suited to scaling than small businesses.

Also read : AI-Powered SEM Tools: Leveraging Artificial Intelligence for Better Results

5. Matomo (formerly Piwik)

What it is: Matomo is an open-source web analytics tool that emphasizes the protection of your data and your customer’s privacy.

Key features & what it’s good at:

  • With 100% data ownership, users can safely use analytics without worrying about data being used for marketing or any other purposes
  • Protect your and your users’ privacy with a tool compliant with the strictest privacy laws, including GDPR, HIPAA, CCPA, LGPD, and PECR.
  • Comprehensive web analytics data, from behavioral data to SEO and paid ads performance


free for self-hosted users, 19€/month for hosting on Matomo’s servers (21-day free trial)

6. Open Web Analytics

What it is: Open Web Analytics is a free and open-source web analytics framework that lets you control how you instrument and analyze the use of your websites and web applications.

Key features & what it’s good at:

  • Open source framework customizable to your needs with built-in first-party control
  • Integration with raw data sources available via an extensive data access API
  • Combination of standard web analytics metrics, dimensions, and reports with qualitative data from click maps


free and open source

7. Woopra

What it is: Woopra is an end-to-end customer journey analytics tool that tracks what users do on your site to help you acquire and retain more customers.

Key features & what it’s good at:

  • Get a holistic understanding of every action your users take from the first touchpoint
  • Track, analyze, and optimize every touchpoint that affects the customer experience
  • Automate workflows with built-in triggers and integrations with other popular analytics tools and more


starts for free for 500K actions/month, then $999/month (14-day free trial)

8. Hotjar

What it is: Hotjar is the only digital experience insights platform that provides visual behavior insights, in-the-moment feedback, and 1:1 interviews—all on one platform.

Key features & what it’s good at:

  • Get holistic, actionable insights by understanding what your users do with heatmaps, surveys, conversion funnels, and integrations with traditional analytics tools and why they behave this way with session recordings, feedback widgets, and user interviews
  • Focus on growth with industry-leading tools built with privacy in mind from day one (GDPR, CCPA, LGPD compliant, and more)
  • Save time and money with all the insights you need in one easy-to-use central platform


get started for free with our ‘free forever’ plan, or unlock more features to grow your business with one of our paid plans

9. HubSpot

What it is: HubSpot’s Marketing Hub is a marketing analytics platform gathering all your marketing tools and data in one place.

Key features & what it’s good at:

  • Measuring traffic, and managing leads, email automation, and conversion rate optimization (CRO)
  • Integrated multimedia content management platform to create and distribute content
  • Lead generation and nurturing features, including form and landing page builders and email marketing automation
  • Built-in marketing analytics to turn quantitative data from SEO, social media, and lifecycle campaigns into actions.


the free tools are always free to use; paid plans start from $30/month

10. Chartbeat

What it is: Chartbeat is a content analytics software designed to help you grow your audience by delivering insights to improve your content.

Key features & what it’s good at:

  • Understand how your audience is connecting with your content (including videos) at the moment across platforms, channels, and devices
  • Pull app traffic into the real-time dashboard to learn what’s resonating with your most loyal audience on a second-by-second basis, and discover which sections they’re engaging with, how to push alerts to draw their interest and more
  • Intuitively assess content performance, KPIs, and valuable trends over the long term with the historical dashboard.


on request

Also read : Social Media Analytics Tools: Measuring and Analyzing Social Media Performance

11. SimilarWeb

What it is: SimilarWeb is a competition and market analysis platform that tracks online traffic data to help you measure how you perform compared to your direct competitors—and the rest of the market.

Key features & what it’s good at:

  • Get an exclusive view into any website’s performance via the free browser extension, and track how competitor traffic trends over time
  • See how sites rank globally and across every industry, and analyze their traffic and engagement over time
  • Find and connect with more qualified leads and turn them into customers with key insights and data on their business


SimilarWeb offers several free tools, with their paid Competitive Intelligence plan starting at $167/month

12. Ahrefs

What it is: Ahrefs offers a comprehensive suite of SEO tools to help you rank higher in search engine results pages and get more traffic.

Key features & what it’s good at:

  • Find keywords your customers are searching for and track how your rankings progress
  • Analyze where your competitors stand, from their backlink profile to the keywords for which they rank and which of their content pieces performs best
  • Audit your website and identify both technical SEO and content optimization opportunities


From €74/month if you pay annually (€89/month for a monthly subscription)

Also read : Website Analytics Tools: Understanding User Behavior and Optimizing Conversion


In conclusion, web analytics tools have revolutionized how we understand and optimize our online presence. By leveraging the power of data, these tools enable website owners and marketers to gain valuable insights into user behavior, measure performance, and make informed decisions. Whether it’s monitoring traffic patterns, analyzing conversion rates, or identifying areas for improvement, these tools provide the necessary data-driven foundation for success in the digital world. Embrace the power of web analytics and harness the potential of your website by utilizing these tools to drive continuous growth, enhance user experiences, and achieve your online objectives. Start exploring the vast array of available tools and unlock the key to unlocking your website’s full potential.


What are web-analytics tools?

Web analytics tools are software or services that track, measure, and analyze website data to provide insights into visitor behavior, traffic sources, and other important metrics.

Why should I use web analytics tools?

Web analytics tools help you understand how users interact with your website, identify improvement areas, measure your marketing campaign’s effectiveness, and make data-driven decisions to optimize your online presence.

What types of data can web analytics tools provide?

Depending on the tool’s features, these tools can provide various data types, including website traffic, page views, bounce rates, conversion rates, user demographics, referral sources, and more.

How do web analytics tools gather data?

These tools typically collect data from tracking codes or scripts embedded in website pages. These tools capture information about visitor interactions, such as page views, clicks, and time spent on site, and compile it into meaningful reports.

Are web-analytics tools suitable for all types of websites?

Yes, web analytics tools are valuable for all websites, including e-commerce sites, blogs, corporate websites, and online portals. Regardless of your website’s purpose, These tools can provide insights to improve performance and achieve your goals.