Web & App Analytics Tools

Hand-curated list of the best web & app analytics tools

To improve your marketing efforts and make the right business decisions, you need to analyze your campaigns and website performance. These tools help you set up a clean data structure, track your visitors, and get next-level insights with heatmaps and user recordings.

Amplitude

Powerful user-centric product analytics suite with a generous free plan! Collect, store and enrich customer data to get valuable insight and take action across the entire customer journey.

Web TrackingProduct AnalyticsApp TrackingA/B TestingExperimentationCDPData WarehouseReportingIn-Product Messaging

Pricing: $$$ (Freemium)

Shop Integrations:
Shopify

ESP Integrations:
Airship, Braze, Customer.io, Hubspot, Iterable, Klaviyo, Mailchimp, Marketo, Salesforce, SendGrid

Heap

Powerful analytics tool focused on user behavior and product marketing. Heap automatically captures and stores every user interaction. So you don't need to set up tracking and get answers to new questions within minutes, even retrospectively.

Web TrackingProduct AnalyticsUser RecordingData Warehouse

Pricing: $$$ (Freemium)

Shop Integrations:
Shopify

ESP Integrations:
Autopilot, Braze, Hubspot, Iterable, Klaviyo, Mailchimp, Marketo, Salesforce, SendGrid

Plausible

Privacy-friendly, easy-to-use Google Analytics alternative with a super lightweight tracking script that does not require user consent or a cookie banner. The dashboard is pretty simple, but for normal websites or blogs, it is perfectly sufficient.

Web TrackingPrivacy-focused

Pricing: $ (Free Trial)

hotjar heatmapping user recording survey web analyse tool

Hotjar

With Hotjar you can record user interactions and create heatmaps and surveys in minutes. Analyzing the click, tap, and scroll behavior of your visitors is necessary, to see the big picture of your customer’s experience and explore ways to improve it.

HeatmapUser RecordingSurveyFeedback

Pricing: $$ (Freemium)

segment cdp data tracking web app analytics tool

Segment

Powerful customer data platform and data pipeline. Segment collects all events from your web & mobile apps and provides a complete data toolkit that enables personalized, consistent and real-time customer experiences. Out-of-the-box integration with all relevant marketing and tracking tools and an API that programmers will fall in love with.

Pricing: $$$ (Freemium)

fathom

Privacy-focused web analytics tool with an easy-to-use and simplistic dashboard. It is entirely GDPR compliment and does not require you to use a cookie banner and collect user consent to use it.

Web TrackingPrivacy-focused

Pricing: $ (Free Trial)

Google Analytics

The go-to solution to track and analyze your web & app traffic. It seamlessly integrates with other Google products like Ads, TagManager, Search Console, DataStudio, or BigQuery. It is a must-have for every web tool stack!

Web TrackingApp TrackingAttribution Modelling

Pricing: Free

Mixpanel

Product analytics platform with built-in push notifications and live chat support. It is a great choice to understand your user's journey cross-platform.

Web TrackingProduct AnalyticsApp TrackingA/B TestingIn-Product Messaging

Pricing: $$ (Freemium)

cuttly link tracking analysis tool

Cutt.ly

Free and simple link shortening tool.

LinksCampaign Tracking

Pricing: $$ (Freemium)

rebrandly link tracking analysis tool

Rebrandly

Great link shortener that allows, which gives you full control over the shortened link.

LinksCampaign Tracking

Pricing: $$ (Freemium)

Matomo

A great Google Analytics alternative for European companies that wants to be 100% GDPR compliant. At first, it feels a bit fuzzy but offers everything you need, from an integrated Tag Manager to heatmap- and user-recording.

Web TrackingHeatmapUser RecordingTag Manager

Pricing: $$ (Freemium)

Smartlook

Smartlook provides insights into user behavior through session recordings, heatmaps, and event tracking. It helps businesses improve website and app performance by visualizing user interactions, identifying pain points, and optimizing conversion paths.

HeatmapUser Recording

Pricing: $$ (Freemium)

Fullstory

A more expensive, better-featured, and more in-depth user session recording alternative to Hotjar.

Pricing: $$ (Freemium)

Mouseflow

Mouseflow captures user behavior through heatmaps, session replays, and feedback tools, helping optimize site design and conversion flows. Perfect for marketers, UX designers, and CRO specialists aiming for data-driven user insights.

AnalyticsCROFeedbackHeatmapUser RecordingUX

Pricing: $$ (Free Trial)

Microsoft Clarity

Microsoft Clarity provides free website analytics with heatmaps and session recordings to help identify user behaviors and optimize UX. Ideal for marketers and UX designers aiming to improve site performance and engagement.

CROHeatmapUser RecordingUX

Pricing: Free

Explore more tools

Ready to brush up on something new, or lookig for specific tools from another area? We’ve got even more for you this way.

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