14 Best Customer Analytics Platforms in 2024

14 Best Customer Analytics Platforms in 2024 cover

As you’re researching customer analytics platforms, you’ve probably noticed how hard it is to find reliable information on the available solutions.

To make your life a little bit easier and help you choose the best product analytics tool for your SaaS, we’ve produced a guide of 14 excellent analytics platforms available on the market in 2024.

Let’s dive in!


  • Customer analytics platforms are specialized tools that allow you to collect and analyze data.
  • Customer analytics deliver many benefits for companies, such as improving customer satisfaction, driving customer loyalty, and increasing customer lifetime value.
  • Userpilot is a product growth platform specializing in user journey analytics and product adoption.
  • Kissmetrics is a product analytics tool primarily focusing on event analytics. (Starts at Silver’s $199/month.)
  • Hotjar is a product analytics software best known for its heatmaps and session recording tools. (Starts at Plus’ $32/month billed annually.)
  • Totango is a customer analytics software focused primarily on customer success and churn reduction. (Starts at Starter’s $2,988/year.)
  • Tableau is a business intelligence platform that offers data visualization and AI capabilities. (Starts at Tableau Viewer’s $15/month billed annually.)
  • Google Analytics is a freemium customer analytics platform with extensive website analytics capabilities. (Premium version pricing available upon request.)
  • Amplitude is a customer analytics tool specializing in analytics for user journeys and customer conversion. (Starts at Plus’ $49/month billed annually.)
  • Mixpanel is a product analytics platform with in-app product engagement analytics for both web and mobile applications (Starts at Growth’s $20/month billed annually.)
  • Zendesk is a customer experience analytics platform designed to optimize customer service. (starts at Suite Team’s $55/month billed annually.)
  • Sprout Social is a product analytics platform designed specifically for social media channels. (Starts at Standard’s $249/month billed annually.)
  • InMoment is an AI-driven customer experience platform best suited for analyzing feedback. (Prices available upon request.)
  • UXCam is a product analytics software optimized for mobile customer insights. (Prices available upon request.)
  • Salesforce is a customer relationship management software built to help sales teams. (Starts with Einsten Predictions’ $75/month billed annually.)
  • Want to get started with customer analytics? Get a free Userpilot demo today, and we’ll show you how!

Try Userpilot and Take Your Product Analytics to the Next Level

What are customer analytics platforms and why use them?

Customer analytics platforms are collections of tools bundled in a singular platform that collect and analyze customer data and offer context-specific solutions that aid business decisions.

Analytics platforms deliver many benefits for any SaaS company, such as:

  • Customer analytics platforms enable you to identify friction points and remove them, resulting in improved customer satisfaction.
  • Customer analytics platforms can effectively drive customer loyalty. By collecting and analyzing customer data, businesses can create personalized experiences for customers, making customers feel both valued and understood.
  • Customer analytics platforms can ultimately increase the customer lifetime value. Constantly meeting customer expectations increases the chances of retention and the longer they stick with you, the more money your business will get from them.

Best customer analytics platforms for tracking user behavior

Even if all of them offer excellent customer analytics, each platform can be different, and some platforms suit certain businesses better than others.

To help you make the right decision, here are 14 of the top customer analytics platforms for your business needs.

1. Userpilot – the best overall customer journey analytics software for web

Userpilot is a product growth specializing in product analytics, user engagement, and feedback collection.

Main features

Here’s a brief overview of Userpilot’s customer analytics tools:

  • Customer segmentation. Userpilot allows you to segment users according to common attributes like demographics, country, device, and more. In addition to this, Userpilot lets you create more nuanced customer segments with advanced filtering criteria like NPS scores, in-app user behavior, and survey responses to name a few.
Userpilot customer segmentation
Sign up for a free Userpilot demo today and explore advanced user segmentation!
  • Path analysis. The path analysis tool within Userpilot lets you visualize the steps that users took while interacting with your product, offering detailed customer insights. This is a great of identifying the happy path for each customer segment and building optimal conversion journeys.
Userpilot path analysis
A path analysis example in Userpilot.
  • Funnel analysis. Userpilot’s funnel analysis tool projects data points into funnel reports that show where customer drop-offs regularly occur. This tool lets you track how users progress through each funnel, identify friction points, and address areas that hinder customer conversion.
Userpilot funnel analysis
Start analyzing funnels by signing up for a free Userpilot demo today!
  • Retention tables. Userpilot features retention tables to help monitor retention rates for your users. You can create retention tables according to various cohorts, providing valuable insights into how users from different segments behave.
Userpilot retention tables
A retention table in Userpilot.
  • AI analytics. Userpilot utilizes AI to help teams who have no formal background in data science. Take advantage of this AI-powered analytics tool to create data visualization reports for you code-free.
Userpilot AI analytics
AI analytics is coming to Userpilot soon!


Here’s an overview of Userpilot’s pricing plans:

  • Starter. Starts at $249/month and supports up to 250 survey responses per month, 10 user segments, 15 feature tags, a built-in NPS dashboard, and access to third-party integrations (except HubSpot/Salesforce).
  • Growth. Starts at $499/month and includes everything in Starter plus unlimited feature tagging, an in-app resource center, A/B testing options, AI-powered content localization, event-based content triggers, a dedicated customer success manager, and extra integrations like HubSpot/Salesforce.
  • Enterprise. It uses quote-based pricing and includes enterprise features such as custom roles, permission management, premium integrations, priority support, activity logs, security audits, SOC 2/GDPR compliance, and more.

2. Kissmetrics – best customer analytics tool for funnel charts

Kissmetrics is a cloud-based customer engagement solution primarily focusing on event analytics.

Kissmetrics dashboard
Source: Kissmetrics.

Key features

Here’s a brief overview of Kissmetrics’ customer analytics tools.

  • Funnels. Kissmetrics’ funnel feature allows you to create a funnel report that outlines user journeys across your product. Gain insight into where users drop off, discover friction points that hinder progress, and reduce churn by addressing problematic areas.
  • A/B testing. The A/B testing tool lets you create a test that uses different elements for your web pages and monitors which elements customers engage with more. You can take the data collected to optimize the customer experience.
  • People search. This feature lets you segment users according to properties like demographics, or actions like purchase or follow. You can take the information from a certain segment and create a customer analysis report.


Kissmetrics offers two paid plans (starting at Silver’s $199/month to Gold’s $499/month) and a customized plan for larger teams.

Kissmetrics also allows you to build your plan by the number of events (starting at $26/month for 10k events), or pay as you go (billed at $0.0025/event).

3. Hotjar – best customer analytics software for heatmap data

Hotjar is a product analytics software best known for its heatmaps and session recording functionalities.

Hotjar heatmaps and scroll maps
Hotjar’s heatmap and scroll map features.

Key features

Here’s a brief overview of Hotjar’s customer analytics tools.

  • Heatmaps. Hotjar offers a premier heatmap tool that offers qualitative data on user behavior. Observe what elements users interact with the most and optimize your website accordingly. With its scroll maps feature, discover how far customers scroll through and shape your marketing campaigns around these insights.
  • Session recordings. Hotjar’s session recordings let you observe user actions and correlate significant events like drop-offs and rage clicks with qualitative data from recordings.
  • Funnels. The funnel feature works by collecting data from customer interactions and creating funnel reports that depict how many users converted and where most users dropped off.


For its heatmaps and recordings features, bundled together as Observe, Hotjar offers two paid plans (starting with Plus’ $32/month billed annually, up to Business’ $56/month billed annually). It also offers a free plan and a 15-day free trial.

4. Totango – best customer analytics tools for customer churn prediction

Totango is a customer analytics software focused primarily on customer success and customer churn reduction.

Totango dashboard
Source: Totango.

Key features

Here’s a brief overview of Totango’s customer analytics tools.

  • Customer health score. Totango monitors customer health via the consolidation of multiple data points and then creates a colored graph that shows health as either, good, neutral, or bad.
  • Automatic assignment. Totango’s SuccessPlays feature acts as an automated task manager, delegating tasks and assigning team members automatically. When customers complete a set of actions, SuccessPlays triggers and gives a list of best practices regarding how best to respond to user interactions.
  • Account view. The account view in Totango allows business users to view all the customer insights from individual customers in one singular dashboard. Sift through all the information by filtering only relevant metrics, and get a grasp on how to retain customers based on collected customer insights, all with ensured data security via GDPR compliance.


Totango offers two paid plans (starting at Starter’s $2,988/year up to Enterprise’s $18,000/year) and its highest tier, Premier, operates a quote-based pricing model.

Totango also offers interested buyers a 14-day free trial.

5. Crazy Egg – best customer experience analytics tool

Crazy Egg is one of the top customer analytics tools built primarily for qualitative data analysis via heatmaps and scroll maps.

Crazy Egg Heatmaps
A heatmap report from Crazy Egg.

Key features

Here’s a brief overview of Crazy Egg’s customer experience analytics tools.

  • Snapshots. One of Crazy Egg’s excellent product features is its snapshots tool which creates five different reports from a singular snapshot of a webpage at a given time. The reports generated range from heatmaps that indicate customer engagement, to confetti reports that present granular insights.
  • Error tracking. Crazy Egg monitors errors on your digital product. When it occurs, Crazy Egg will gather as much quantitative data as it can, like browser and visitor information.
  • Traffic analysis. This tool allows business users to keep track of referral sources, like social media platforms or other websites, that drive customers to the main site. Rank and compare your top traffic sources and build an effective retention strategy around them.


Crazy Egg offers three paid plans (starting at Standard’s $49/month billed annually up to Enterprise’s $249/month billed annually) and a 30-day free trial.

6. Tableau – best data points visualization software

Tableau is a business intelligence and analytics platform that offers data visualization and AI capabilities.

Tableau KPI overview dashboard
A KPI overview dashboard from Tableau.

Key features

Here’s a brief overview of Tableau’s data visualization tools.

  • Live visual analytics. Tableau allows users to leverage real-time customer analytics with live visual analytics. Gather a slew of data, analyze data into actionable insights, and then combine and clean that data without coding.
  • Augmented analytics. Tableau’s augmented analytics tool lets you use the built-in artificial intelligence and machine learning to bring greater depth into your customer analytics. Let AI generate your reports so you can focus on making clear decisions to drive business growth.
  • Pre-built dashboards. Tableau’s accelerators under Tableau Exchange allow users to build industry-specific dashboards with its library of pre-built dashboards. Tableau also features users’ dashboards shared through the cloud, letting you build your industry-specific dashboard to share with other teams.


Tableau offers three paid plans (starting at Tableau Viewer’s $15/month billed annually, up to Tableau Creator’s $75/month billed annually), as well as a 14-day free trial.

7. Google Analytics – best website analytics software

Google Analytics is a freemium customer analytics platform with extensive website analytics capabilities.

Google Analytics Dashboard
Source: Google Analytics.

Key features

Here’s a brief overview of Google Analytics website analytics software.

  • Behavior tracking. Google Analytics auto-collects data from actions customers often take. You can also keep track of custom events by defining them as well as trigger conditions through Google Tab Manager.
  • Traffic analysis. Track referral traffic and get a glimpse of customer journeys starting from outside your website. Get a complete picture of audience journeys and optimize channels with the highest traffic, like social media channels or other websites.
  • Segmentation. Google Analytics’s segmentation feature looks at different filtering criteria to create segments that represent your customers and website visitors. Optimize experiences from underserved segments, or discover new segments with Segment Overlap.


Google Analytics operates a freemium model of pricing. They offer their basic version for free and their premium version (Google Analytics 360) available for enterprises upon request.

8. Amplitude – best customer data platform for key insights

Amplitude is a customer analytics tool specializing in analytics for customer journeys and customer conversion.

Amplitude conversion funnel
Amplitude’s conversion funnel.

Main features

  • Cohort analysis. Amplitude’s cohort analysis tool segments users by customer behavior, allowing for a comprehensive analysis of behaviors. Leverage these customer insights to induce conversions.
  • Goal tracking. Amplitude’s analytics platform allows business users to track their performance and compare it against their KPIs, showing how well or poorly things like marketing campaigns, for example, are performing vis-a-vis expectations.
  • Integrations. Amplitude has many integrations that make data collection and analysis more seamless. These include digital adoption platforms like Userpilot to ubiquitous tools like Amazon Web Services S3.


Amplitude offers three paid plans. The lowest paying tier, Plus, costs $49/month, billed annually. The next two tiers, Growth and Enterprise, operate under a quote-based pricing model. Amplitude also offers a free plan as well as a 14-day free trial.

9. Mixpanel – best cross-platform customer analytics software

Mixpanel is a product analytics platform with in-app product engagement analytics for both web and mobile applications

Mixpanel product metrics dashboard
Source: Mixpanel.

Main Features

  • Engagement reporting. Mixpanel looks at how customer engagement occurs with your product and what that engagement translates to.
  • Impact analysis. Mixpanel allows you to measure the impact of new releases and updates with exhaustive quantitative data analysis. Discover how well customers received new releases, and make adjustments to curate positive customer feedback.
  • Interactive reporting. Make use of the dozens of measurable metrics available on Mixpanel’s dashboard that depict a ton of customer data into intuitive visual reports. With integrations from multiple applications like Userpilot, Hotjar, and Hubspot, more nuanced data gets visually represented in Mixpanel.


Mixpanel offers two paid plans: Growth, priced at $20/month, and Enterprise, price available upon request.

Mixpanel also offers a free plan. For startups founded less than five years ago, Mixpanel offers the first year of their Growth plan for free.

10. Zendesk – best software for tracing customer service interactions

Zendesk is a customer experience analytics platform designed to optimize customer service.

Zendesk support dashboard
Zendesk’s support dashboard.

Key features

Here’s a brief overview of Zendesk’s customer service tools.

  • Omnichannel analytics. Zendesk’s omnichannel analytics consolidates data from multiple sources—email, chat, phone, or social media channels—into one dashboard that you can analyze and compare without hassle.
  • Collaborative analytics. Zendesk lets you collaborate with your support team with reports you can share. Fine-tune your reporting to be as accurate as possible and get customer insights with precision.
  • Pre-built dashboards. Zendesk possesses a collection of pre-built dashboards at your disposal. These dashboards are pre-loaded with best-practice customer service metrics to aid teams with no formal statistics or data science background.


For plans that include ticketing, messaging, and more, dubbed Suite, Zendesk offers three paid plans (starting at Suite Team’s $55/month billed annually, up to Suite Professional’s $115/month billed annually). Its highest tier, Suite Enterprise, operates a quote-based model for pricing. Zendesk also offers a 14-day free trial.

11. Sprout Social – best tools for tracking customer behavior across socials

Sprout Social is a product analytics platform designed specifically for social media channels.

Sprout Social Competeitive Analysis
A competitive analysis conducted on Sprout Social.

Key features

Here’s a brief overview of Sprout Social’s customer analytics tools.

  • Automation. Sprout Social’s AI assists your teams’ handling of increasing volumes of social media messages. It enhances replies to messages based on intention, automates the assigning of urgent customer concerns, and sends alerts for spikes in activity that correlate to crises, to name a few.
  • Performance tracking. Sprout Social keeps track of the performance of your social media posts. It distinguishes between paid and organic performance to project a complete picture of actual performance. Take this data to align actual data with future marketing efforts.
  • Audience engagement maximization. Discover the optimal time to post with Sprout Social’s Optimal Send Times feature. Sprout Social scours through as much as 16 weeks of audience data to calculate the best times to post for your audience.


Sprout Social offers four paid plans (starting at Standard’s $249/month up to Advanced’s $499/month). Its highest tier, Enterprise, employs a quote-based pricing model. Sprout Social also offers a 30-day free trial, no credit card required.

12. InMoment – best AI-based customer feedback analytics software

InMoment is an AI-driven customer experience platform best suited for analyzing feedback.

InMoment feedback breakdown
InMoment’s Feedback Breakdown.

Key features

Here’s a brief overview of InMoment’s customer experience analytics tools.

  • Conversational intelligence. InMoment’s artificial intelligence takes data from different streams of information—such as customer reviews, transcripts, message exchanges, and even raw audio—and creates a report to deliver a complete picture of customer experiences.
  • Engagement engine. InMoment uses its artificial intelligence to engage in meaningful conversations with customers, eliciting a more courteous, and more valuable, response.
  • Intent prediction. InMoment can predict what customers are most likely to do next, allowing you to plan accordingly, whether to prevent customers from churn or encourage a sale.


InMoment employs a quote-based pricing model for all three of its pricing tiers. Fortunately, you can request a 30-day free trial for some of its tools.

13. UXCam -the best tool for mobile customer insights

UXCam is a product analytics software optimized for mobile customer insights.

UXCam dashboard
Source: UXCam.

Key features

Here’s a brief overview of UXCam’s customer analytics tools.

  • Retention analytics. With retention analytics, UXCam sifts through customer data to uncover key actions that lead to retention.
  • Issue analytics. Be informed of crashes the moment they happen and address them as soon as possible. Match crashes with session recordings that recreate how, and perhaps why crashes happened.
  • Dashboards. UXCam’s dashboards present an at-a-glance report of important metrics that depict performance and possible areas of improvement.


UXCam offers two paid plans that operate under a quote-based model, as well as a free plan with limited functionality, and a 14-day free trial.

14. Salesforce – best customer analytics for a sales team

Salesforce is a customer relationship management software built for sales teams.

Salesforce dashboard
Source: Salesforce.

Key features

Here’s a brief overview of Salesforce’s customer analytics tools.

  • Analytics actions. Salesforce’s CRM analytics apps for desktops, mobiles, and smartwatches come with built-in tools called analytics actions that offer shortcuts for the most common actions done on the app.
  • Augmented analytics. Leverage Salesforce’s powerful AI with augmented analytics. Named Einstein Discovery, gain insights that are both predictive and prescriptive. With Salesforce integration, automate flows that apply insights from Einstein Discovery.
  • Action framework. With a built-in actions menu, you can make decisions without having to leave the platform. Schedule meetings, update campaigns, etc.


Salesforce offers four paid plans for the CRM Analytics module (starting with Einstein Predictions’ $75/month billed annually up to Revenue Intelligence’s $220/month billed annually) as well as a 30-day free trial.


The ability to quickly respond to changing customer behaviors is key to any business’s longevity and growth. The inability to do so will leave businesses outdated and quickly irrelevant.

Are you ready to harness the power of customer analytics? Sign up for a free Userpilot demo today and learn how you can take advantage of customer analytics!

Try Userpilot and Take Your Product Growth to the Next Level

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