Table of Contents

Types of Marketing Analytics

Narrative BI Captures All Your Marketing Data in One Place

Top Marketing Analytics Tools to Supercharge Your Marketing Strategy

Traffic-oriented Analytics Tools

Event-based Analytics Tools

Behavior Analytics Tools via Heatmaps

Content Marketing Analytics Tools

Social Media Marketing Analytics Tools

Email Marketing Analytics Tools

SEO Analytics Tools

Why Do You Need Marketing Analytics Tools?

What Should You Look for in Marketing Analytics Tools and Software?

Marketing Analytics Software Trends

Simplify Your Data Analysis with Narrative BI

20+ Best Marketing Analytics Tools and Software for Data-Driven Marketers

Marketing Analytics Tools

Marketing analytics tools are software applications that are used to measure and analyze things like marketing performance and consumer behavior. They gather data from a variety of sources including social media, websites, and campaigns, and provide helpful insights into marketing strategies, customer segmentation, and ROI.

These tools let businesses track key metrics, such as website traffic, conversion rates, and customer engagement – all to evaluate the effectiveness of their marketing initiatives. By uncovering patterns and trends, marketing analytics tools empower organizations to make data-driven decisions, optimize campaign efforts, target specific audiences, and allocate resources appropriately.

Types of Marketing Analytics

Analytics is primarily helpful in providing valuable insights for decision-makers and optimizing strategies, and there are several unique types of data analytics that are useful in marketing initiatives.

Descriptive analytics, for instance, focuses on summarizing historical marketing data like website traffic, conversion rates, customer demographics, and campaign response rates. This type of analysis helps identify cohesive themes that can be used to provide a foundation for further analysis.

Predictive analytics utilizes statistical models and machine learning algorithms to forecast future outcomes based on historical data. In other words, it enables marketers to predict customer behavior more effectively, identify purchase patterns, and hone campaign performance.

Then prescriptive analytics takes predictive analytics one step further by providing actionable  recommendations and optimization strategies. It utilizes advanced algorithms to suggest the best course of action for achieving specific marketing objectives.

There are also several unique types of marketing data that can provide helpful insights throughout the analysis process. Website and app analytics data offer information about user behavior, traffic sources, conversion rates, and user engagement metrics. Social media analytics provide valuable information about audience behavior, sentiment analysis, content performance, and campaign reach.

By leveraging these different types of analytics and leveraging accurate, relevant marketing data, organizations can glean a deeper understanding of their target audience, optimize marketing efforts, allocate resources more efficiently, and drive better results in their marketing endeavors.

Narrative BI Captures All Your Marketing Data in One Place

Narrative BI marketing analytics tool

Narrative BI is a powerful tool that allows businesses to capture and consolidate marketing data into a centralized location. It provides a comprehensive and unified view of the whole marketing ecosystem, bringing together data from multiple different sources and platforms.

With Narrative BI, businesses can integrate data from various marketing channels including website analytics, social media platforms, advertising campaigns, and customer relationships management (CRM) systems, among others. This data consolidation eliminates the need for manual data gathering and grants marketers access to analyze their data with greater convenience.

With this centralized, holistic view of marketing performance, marketing teams can better identify correlations, trends, and patterns across different channels. This comprehensive perspective helps in uncovering insights and understanding the overall impact of various marketing efforts.

Having all the data in one place also helps by substantially simplifying the data analysis process. Marketers can leverage advanced analytics tools and techniques to uncover actionable insights, perform in-depth segmentation, and measure the effectiveness of campaigns. It enables businesses to make data-driven decisions, optimize strategies, and allocate resources more adeptly.

Narrative BI’s ability to capture and consolidate marketing data empowers businesses to streamline their data management, gain a comprehensive understanding of marketing performance, and make data-driven decisions to further enhance their marketing strategies.

Top Marketing Analytics Tools to Supercharge Your Marketing Strategy

In marketplaces that are increasingly swayed by data-driven influences, businesses must have access to a wide range of powerful tools that can provide deep analysis of marketing data. These tools will help marketers make data-driven decisions, target specific audiences with accuracy, and maximize return on investment.

Let’s take a look at some of the top marketing tools that can supercharge your marketing strategies:

Traffic-oriented Analytics Tools

Designed to analyze website and app traffic data and provide insight into user behavior, traffic-oriented analytics tools help marketers optimize digital marketing strategies.

Google Analytics 4

One of the most widely used traffic-oriented analytics tools that provides in-depth insights into website and app performance, Google Analytics 4 tracks user behavior, traffic sources, conversion rates, and more.

  • Price: Free
  • Pros: Comprehensive reporting, integration with other Google products, and user-friendly
  • Cons: Data sampling for high-traffic websites

Verdict: Google Analytics 4 is a highly recommended tool for businesses in search of detailed traffic analytics at no cost.


Hubilo is an event management platform that offers robust analytics tools for both virtual and hybrid events. It helps track attendee engagement, session popularity, and networking interactions, enabling event organizers to make the most of their events.

  • Price: Varies based on event size and requirements
  • Pros: Powerful analytics capabilities, interactive event features, enhanced networking opportunities
  • Cons: Steep learning curve for first-time users
  • Verdict: Hubilo is a great choice for businesses organizing virtual and/or hybrid events – especially businesses seeking comprehensive traffic analytics.


Formerly known as Piwik, Matomo is an open-source, privacy-focused traffic analytics tool that provides detailed insights about web traffic, user behavior, and conversions while prioritizing data privacy and ownership.

  • Price: Free self-hosted version and cloud-hosted solutions available with pricing based on website traffic
  • Pros: Data ownership, customizable dashboards, privacy compliance
  • Cons: Steeper learning curve for setup and configuration
  • Verdict: Matomo is best for businesses seeking data privacy and full control over their analytics.


Amplitude helps businesses track user behavior, engagement, and conversion rates across web and mobile applications. As a self-service digital analytics platform, it provides deep actionable insights about various aspects of the customer journey.

  • Price: Varies based on the number of tracked events and user volume
  • Pros: User-friendly interface, advanced segmentation capabilities, and robust data visualization tools
  • Cons: Higher cost for enterprise-level plans
  • Verdict: Amplitude is an exceptional analytics tool for businesses focused on product analytics, or organizations that require in-depth insights to optimize user experiences and drive growth.

Event-based Analytics Tools

Software applications that focus on tracking and analyzing specific events or actions taken by users within a digital platform are known as event-based analytics tools.


Mixpanel is a popular event-based analytics tool that helps businesses track and analyze user interactions and behaviors within web and mobile applications, providing insights for product optimization and user engagement strategies.

  • Price: Varies based on the number of data points and user profiles
  • Pros: Powerful event tracking capabilities, advanced segmentation, and real-time analytics
  • Cons: Significant learning curve for beginners and potential limitations in data visualization
  • Verdict: Mixpanel is recommended for businesses seeking granular event-based analytics to drive data-informed product decisions.


Heap can automatically capture and analyze user interactions within web and mobile applications, providing insights into user behavior, conversion funnels, and numerous aspects of the customer journey.

  • Price: Varies based on website traffic and event volume
  • Pros: Easy setup, automatic event tracking, retroactive analysis, and robust data visualization
  • Cons: Limitations in customizability and complex queries
  • Verdict: For businesses seeking a streamlined event-based analytics solution with minimal implementation efforts, Heap is a stand-out choice.


Segment acts as a customer data platform, allowing businesses to collect, manage, and route customer data to various analytics and marketing tools. It’s especially useful for tracking and analyzing user events across multiple platforms.

  • Price: Varies based on the number of monthly tracked users and integrations
  • Pros: Data centralization, ease of implementation, and flexibility in data routing
  • Cons: Potentially complex setup and advanced customization configurations
  • Verdict: Segment is a good solution for organizations hoping to streamline data collection and integration processes.

Behavior Analytics Tools via Heatmaps

These software applications visually represent user interactions and behaviors on a website or app using color-coded heatmaps, providing insights into user engagement, scrolling patterns, click areas, and other areas of interest.


A popular behavior analytics tool, Hotjar offers features like heatmaps, session recordings, and user feedback to help businesses understand how users engage with their websites or apps, identify areas of improvement, and optimize user experiences.

  • Price: Tiered based on website traffic and features
  • Pros: Easy setup, intuitive interface, and a comprehensive set of behavioral analysis tools
  • Cons: Limitations in data granularity and potential performance impact on high-traffic websites
  • Verdict: For businesses in search of user-centric insights to enhance website and/or app usability, Hotjar is a sensible option.


Smartlook enables businesses to record and replay user sessions on their websites or apps, offering amazing insights into user interactions, navigation paths, and pain points as well.

  • Price: Tiered based on session recordings and website traffic
  • Pros: User-friendly interface, session replay capabilities, and advanced filtering options
  • Cons: Limitations in data retention and potential impact on website performance
  • Verdict: Smartlook is a great tool for businesses seeking visual and detailed insights into user behavior to optimize digital experiences.


Another behavior analytics tool that captures and replays user sessions on websites or apps – FullStory – can provide detailed information about user interactions, frustrations, and opportunities for improvement.

  • Price: Varies based on session recordings and features
  • Pros: Robust session replay capabilities, advanced search and segmentation options, and ease of integration with other tools
  • Cons: Potential complexity during setup and performance impact on high-traffic websites
  • Verdict: FullStory is generally recommended for businesses interested in comprehensive behavioral analysis to improve user experiences and conversion rates.


Content Marketing Analytics Tools

These software applications track and measure the performance of content marketing efforts, providing insights into content engagement, reach, conversions, and ROI.


Helping businesses track and analyze user behavior across their marketing channels, Kissmetrics provides insights into content effectiveness, customer journeys, and conversions.

  • Price: Based on the number of events and profile traits
  • Pros: Robust customer tracking, funnel analysis, and cohort reporting
  • Cons: Steeper learning curve for setup and potential limitations in integrations
  • Verdict: Kissmetrics is best for businesses looking for in-depth content analytics and customer-centric insights to optimize marketing strategies.


BuzzSumo is a content marketing analytics tool that helps businesses discover popular content, track content performance, and analyze competitor strategies, unlocking insights into content engagement, social media reach, and influencer identification.

  • Price: Varies based on features and usage
  • Pros: Content discovery capabilities, social media analysis, and influencer identification
  • Cons: Limitations in data depth and potential caps in certain industries
  • Verdict: BuzzSumo can be a great solution for businesses interested in working with influencers and developing unique and innovative marketing campaigns.


SimilarWeb provides businesses with insights into website traffic, audience demographics, and competitive analysis, enabling greater content strategy optimization, audience targeting, and competitor benchmarking.

  • Price: Available upon request
  • Pros: Comprehensive website traffic data, audience insights, and competitive intelligence
  • Cons: Limited data accuracy for smaller websites and potential data gaps in certain regions
  • Verdict: SimilarWeb is a prudent solution for businesses seeking a holistic view of content performance and competitive analysis for informed content marketing decisions.

Social Media Marketing Analytics Tools

As their name implies, social media marketing analytics tools track and analyze data from social media platforms and provide insights into audience engagement, campaign performance, and social media outreach.


A comprehensive marketing platform that includes social media marketing tools, HubSpot allows businesses to monitor and analyze social media performance, schedule posts, track engagement, and much more.

  • Price: Varies based on the selected plan
  • Pros: All-in-one marketing capabilities, integration with other HubSpot tools, and user-friendly interface
  • Cons: Limitations in advanced social media analytics and potential complexity for beginners
  • Verdict: HubSpot is recommended for businesses that need an integrated marketing solution with social media analytics capabilities.


ContentStudio is a social media marketing analytics tool that gives businesses the ability to manage and analyze their social media presence, curate content, schedule posts, and track engagement across various platforms.

  • Price: Varies based on the selected plan
  • Pros: Content discovery features, social media scheduling capabilities, and comprehensive analytics
  • Cons: Limitations in advanced reporting and potential complexity for new users
  • Verdict: ContentStudio is a good analytics tool for businesses that want to combine their social media management with various analytics features.


Email Marketing Analytics Tools

Software applications that track and analyze data related to email campaigns are known as email marketing analytics tools. These tools provide insights into open rates, click-through rates, conversions, and other metrics to optimize email marketing strategies.


Apollo helps businesses oversee the performance of their email campaigns by providing insights into deliverability, open rates, click-through rates, and conversions. With Apollo, businesses can discover more customers and maximize their potential.

  • Price: Varies based on features and usage
  • Pros: Robust tracking capabilities, lead generation features, and integration with CRM systems
  • Cons: Learning curve for advanced features and potential customization limitations
  • Verdict: Apollo is a good solution for businesses looking for comprehensive email analytics and lead generation capabilities to optimize email marketing efforts.


A popular email marketing analytics tool, Mailchimp allows businesses to design, send, and track email campaigns, providing insights into open rates, click-through rates, audience segmentation, and more.

  • Price: Varies based on features and the number of subscribers
  • Pros: User-friendly interface, customizable templates, and ample integration options
  • Cons: Limited automation features in lower-tier plans and potential learning curve for advanced functionalities
  • Verdict: Mailchimp can be a great solution for businesses of all sizes seeking a reliable, feature-rich email marketing tool with analytics capabilities.


SendPulse enables businesses to create, send, and analyze email campaigns. This unlocks powerful insights into open rates, click-through rates, and subscriber behavior, which are crucial for determining the effectiveness of an email marketing strategy.

  • Price: Based on the number of subscribers and features required
  • Pros: User-friendly interface, automation capabilities, and advanced personalization options
  • Cons: Limited template designs and potential learning curve for complex automation workflows
  • Verdict: SendPulse is recommended for businesses in need of an affordable, feature-rich email marketing tool with analytics functionalities to drive engagement and conversions.


Another useful email marketing analytics tool that allows businesses to create, send, and track email campaigns, Sender provides numerous insights into delivery rates, open rates, click-through rates, and subscriber engagement.

  • Price: Based on the number of subscribers and emails sent per month
  • Pros: User-friendly interface, robust automation functionality, and customizable templates
  • Cons: Limitations in advanced segmentation and potential delays in reporting
  • Verdict: Sender is another great option for businesses seeking an affordable, reliable email marketing tool with solid analytics features.

SEO Analytics Tools

These software applications analyze website performance, keyword rankings, backlinks, and other factors to provide information and data-driven recommendations for optimizing search engine visibility and organic traffic.


A comprehensive SEO analytics tool used for website analysis, keyword research, backlink analysis, and computer research, Ahrefs provides insights to improve SEO initiatives across the board and drive traffic to your organization’s website.

  • Price: Varies based on features and usage
  • Pros: Extensive database, competitive analysis features, and robust backlink analysis
  • Cons: Learning curve for beginners and potential limitations in certain regional databases
  • Verdict: Ahrefs is generally recommended for businesses and SEO professionals in need of a powerful toolset to enhance their SEO strategies.


Semrush is a versatile SEO analytics tool used primarily for keyword research, website audits, competitor analysis, and tracking search engine rankings – providing insights to optimize organic search performance.

  • Price: Varies based on features and usage
  • Pros: Comprehensive set of features, user-friendly interface, and extensive data coverage
  • Cons: Learning curve for beginners and potential limitations in data accuracy for certain regions
  • Verdict: For businesses and marketers in search of a robust SEO tool with a wide range of functionalities, Semrush can help improve organic search visibility and drive website traffic.


Primarily used for keyword research, competitor analysis, backlink analysis, and general site auditing, Serpstat provides valuable insights to improve search engine rankings and organic visibility.

  • Price: Varies based on features and usage
  • Pros: Comprehensive keyword database, user-friendly interface, and affordability
  • Cons: Limitations in data depth compared to some competitors
  • Verdict: Businesses and SEO professionals seeking a cost-effective SEO tool with essential features would find Serpstat most useful.


Why Do You Need Marketing Analytics Tools?

Businesses need these tools to make data-driven decisions, optimize marketing strategies, and enhance business growth. Marketing analytics tools provide insights into customer behavior, campaign performance, market trends, and ROI.

By analyzing data from various marketing channels, businesses can identify their strengths and weaknesses, target their audience more effectively, and allocate resources more efficiently, making the most of every marketing opportunity. They provide a competitive advantage by uncovering actionable insights, helping businesses stay ahead in today’s digitized marketing landscape.

What Should You Look for in Marketing Analytics Tools and Software?

Any tools or software should first support the data sources relevant to your business, allowing integration with various existing marketing channels. Look for robust reporting capabilities that provide actionable insights and customizable dashboards. Consider the tool’s scalability and ability to handle your data volume.

User-friendliness, ease of use, and intuitive navigation are also essential for efficient analysis. Compatibility with other systems and tools, such as CRM or advertising platforms, can also help streamline workflows.

You will also want to evaluate the tool’s customer support prowess, training resources, and pricing structure to ensure that it aligns with your budget and offers the necessary support and functions for your marketing analytics needs.

One of the most significant trends is the emergence of “no code” AI which allows marketing teams to leverage the power of artificial intelligence without requiring programming skills. This enables easier data analysis, predictive modeling, and personalized marketing campaigns.

Additionally, generative AI can automatically create, modify, and optimize marketing content, such as ad copy and email subject lines, greatly improving efficiency and driving better engagement.

These trends highlight the growing importance of AI-driven automation and advanced analytics techniques in marketing, empowering businesses and organizations to glean deeper insights and deliver more impactful marketing strategies.

Simplify Your Data Analysis with Narrative BI

In today’s hyper-competitive marketplaces, the use of marketing analytics tools is vital for businesses striving to maintain competitiveness and maximize their marketing efforts. These tools can help businesses better understand customer behavior, campaign performance, and basic market trends, allowing for better decision-making and resource allocation.

To unlock the full potential of your marketing data, explore Narrative BI, a powerful platform that captures all your marketing data in one place, enabling comprehensive analytics and actionable insights. Embrace the power of Narrative BI and unleash the true potential of your organization’s marketing strategies.

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Curt Cuscino

Encapsulates Marketing + Advertising Performance Data to Work Smarter, Not Harder

Google Analytics is ultra-powerful when it comes to managing our clients’ MarTech stacks, but it’s easy to get lost in the overwhelming amount of data there. Narrative has given us a way to get “just the good stuff”, and the most important metrics we need for making daily decisions on behalf of my agency’s clients from Analytics to Ad Spends. The condensed insights we get from Narrative are incredibly helpful, and now indispensable in our daily mix of tools.

George Pohl

Narrative BI is well suited for SME's!

Narrative firstly is a great tool for beginners in marketing analytics - it allows all of our team - even non-technical / analytical get involved! As Mark Ritson said, 'The average is the enemy of the marketer' and Narrative helps us fight that battle every day. Instead of wading through averages, we can spot and evaluate the outliers, the true insights.