Building a product people love—and ensuring they have a smooth experience using it—isn’t easy. Users drop off, features go unnoticed, and sometimes it’s hard to pinpoint why. That’s why product and customer experience (CX) teams rely on digital analytics tools. They take the guesswork out of understanding user behavior, showing you where people get stuck, what keeps them engaged, and what needs fixing.

But here comes the next challenge: finding the right tool for you. With so many tools on the market, it can be overwhelming to pick one.

The best digital analytics tools at a glance

Top 12 digital analytics analytics with detailed reviews

1. Userpilot – best digital analytics platform for combining quantitative, qualitative, and visual data

Userpilot is a comprehensive digital analytics platform that offers tools for collecting and analyzing data. Moreover, it also has an engagement layer that allows you to act on the collected data and deliver contextual in-app experiences.

Key features

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

• Autocapture records all user interactions without the need for manual event tagging. It tracks meaningful clicks, text input changes, and form submissions, providing comprehensive data on how users engage with your product. This also enables you to conduct retroactive analysis and not be limited to predefined events.
• Path analysis. With this report, you can choose a starting point and see what actions users take from there. This method can be used to measure the effectiveness of certain paths and discover the “happy path” that leads to most conversions.

• Funnel analysis. Userpilot’s funnel analytics tool allows you to identify drop-offs in the user journey. With this tool, you can pinpoint areas that most affect conversion rates and address them quickly and effectively.

• Retention tables. Conducting longer-term effectiveness for your users is possible with Userpilot’s retention analysis feature. You can create retention tables to monitor retention rates among users over time. Discover granular insights by segmenting users according to cohorts and find out the factors that cause them to stay and patronize your product.

• Session replay:  These replays capture every click, scroll, page visit, and form interaction, providing an unfiltered view of user behavior. Instead of relying solely on data points or charts, session replays let you see your product through your users’ eyes, helping you identify usability issues and opportunities for improvement.

Pricing

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

• Starter. Starts at $249/month and supports up to 2000 MAU,  10 user segments, 10 feature tags, a built-in NPS dashboard, and access to third-party integrations (except HubSpot/Salesforce).
• Growth. Starts at $799/month and includes everything in Starter plus unlimited feature tagging, an in-app resource center, A/B testing options, AI-powered content localization,  analytics dashboards, event-based content triggering, a dedicated customer success manager, and extra integrations like HubSpot/Salesforce.
• Enterprise. 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. Google Analytics – best for website analytics

Google Analytics is a popular freemium analytics service provided under the Google Marketing Platform.

Designed for individuals and small businesses, it tracks and reports website and mobile app traffic, user engagement events, and conversion data.

Key features

Here’s a brief overview of Google Analytics web analytics tools:

• Event tracking. Google Analytics lets businesses track events that occur over their product. It collects product data that shows how users interact. More than event tracking, it also tracks errors, crashes, system events, and more.
• User exploration. The user exploration feature is Google Analytics’ user segmentation tool. Select a segment and analyze data from that specific user segment, from customer interactions, conversion rate, user retention, etc.
• Predictive analytics. With Google’s machine learning models, you gain access to predictive analytics that forecast customer behavior. You can take these insights to boost conversions, increase retention, and mitigate customer churn.

Pricing

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.

3. Amplitude Analytics – best product analytics tool for event tracking

Amplitude is a digital analytics platform specializing in journey analysis and conversion.

It competently handles large amounts of data and integrates nicely various tools, including Userpilot.

Key features

Here’s a brief overview of Amplitude Analytics’ digital analytics capabilities:

• Cross-platform analytics. Amplitude lets you analyze product data coming from multiple sources (websites, applications, etc.). Set your key metrics to track and compare your performance in different user segments, no matter the platform of entry.
• Integrated A/B testing. With Amplitude, experiment with elements and create tests optimizing users’ digital experiences. Conduct a test and measure performance from your set metrics. Visualize aggregate stats and make snappy decisions that impact overall site performance.
• Data unification. Amplitude boasts an insights-driven customer data platform, bringing data from disparate sources and sending them to multiple destinations. With integrations from other digital analytics platforms like Userpilot, Snowflake, and Braze, Amplitude can process massive data volumes to produce extremely accurate insights and reports.

Pricing

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.

4. Heap – best for analyzing customer behavior with session replays

Heap is a digital analytics platform that takes data to detail digital experiences, user journeys, conversions, feedback, and retention.

Key features

Here’s a brief overview of Heap’s customer behavior analytics:

• Session replay. The session replay tool is Heap’s best-known feature, delivering accurate and valuable qualitative data to the forefront. Watch how people interact with your product, discover the hot zones on your webpage, and uncover friction points, like broken links, static elements, etc.
• Journeys. Journeys is Heap’s advanced tool that operates as both a funnel and path analysis tool. Follow along the paths users take along the journey and discover untracked events that figure in your conversion funnel. Find and address unoptimized steps that don’t bring leads to exit pages.
• Dashboards. Heap’s dashboards keep the most relevant metrics available for your teams at a glance. Build your dashboard with your favorite metrics, or take advantage of the top dashboard templates, furnished with metrics that even industry giants rely on.

Pricing

Heap operates a quote-based pricing model across all payment tiers. Fortunately, they offer a free plan and a 14-day free trial.

5. Pendo – best digital analytics tool for mobile apps

Pendo is a digital analytics platform built for digital experience optimization for applications, including mobile.

Key features

Here’s a brief overview of Pando’s digital experience optimization tools:

• Cross-platform product analytics. Pendo conducts product analysis across platforms, whether web, desktop, or mobile apps. Discover what features customers use the most, and what features are underutilized. You can also monitor the adoption of new features with Pendo.
• AI automation and analytics. Pendo AI gives users flexibility and empowerment. With an incredible amount of data at its disposal, Pendo’s AI is trained to make well-informed and insightful decisions. Utilize Pendo AI to identify trends in data analysis and automate personalized messaging.
• Customer journey analytics. Pendo’s paths feature offers users an intuitive but sophisticated funnel and path analysis tool. Visualize paths customers take while using your product, uncovering drop-off areas and friction points that need to be addressed swiftly.

Pricing

Pendo operates a quote-based model for all its pricing tiers. Pendo also offers a free plan with limited features.

6. Hotjar – best heatmaps analytics tool

Hotjar is a behavior analytics tool best known for its heatmaps and session recording capabilities.

Key features

Here’s a brief overview of Hotjar’s qualitative data analytics tools:

• Heatmaps. Hotjar’s most known tool is the capacity to create heatmaps that visually indicate user preference. Discover where customers’ clicks gravitate the most, and then see if the important elements get a lion’s share of attention.
• Recordings. Recordings allow teams to see how users behave without the numbers muddying what’s happening. Correlate user actions with a replay of what happened and discover the cause of drop-offs, from rage clicks, static elements, load times, and more.
• Highlights. Offer more context for your teams by highlighting heatmap reports with your insights. Create heatmaps and then make highlights on the report to inform what exactly to solve, like addressing technical issues, for example.

Pricing

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.

7. Mixpanel – Best funnel analysis chart visualization tool

Mixpanel is a product analytics software that’s best for data collection and data visualization.

Key features

Here’s a brief overview of Mixpanel’s visualization tools:

• Funnel reporting. Mixpanel visualizes customers’ data into an easy-to-read funnel report that you can take to influence decision-making. Find friction points that lead to most drop-offs, and identify problematic steps in your funnel that need the most intervention.
• Benchmark reports. Benchmark reports are one of Mixpanel’s new features, allowing you to compare your metrics with industry averages. Conduct a benchmark analysis to see how your performance stacks up with the greats, and reap the key benefits of studying from juggernauts.
• Segmentation analysis. The segmentation feature in Mixpanel allows for more granular insights into conversion and retention rates. Segment your users into relevant cohorts and see how different cohorts behave. You can even create cohorts based on results from funnel reports.

Pricing

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.

8. Adobe Analytics – best for predictive marketing analytics

Adobe Analytics is a product insights platform designed for improving customer experiences with robust predictive analytics capabilities.

Key features

Here’s a brief overview of Adobe Analytics’ predictive marketing analysis tools:

• AI-powered prediction analysis. With powerful machine learning and advanced statistical modeling, it offers teams access to AI-empowered analytics. Use AI to dig into your massive data set and find patterns and trends your team couldn’t have seen.
• Multichannel data collection. Adobe Analytics can collect data from a multitude of channels, from email, marketing campaigns, websites, mobile applications, and much more. Find the entirety of your collected data in one system, reducing the need for data silos.
• Journey analytics. Keep track of what customers do with your product, both online and offline. Follow along with what users take and engage them at every step of the journey, ensuring a closed sale down the line.

Pricing

Adobe Analytics operates a quote-based model for all of its products. Additionally, and albeit unfortunately, they do not offer free plans or free trials for would-be users.

9. Akkio- best digital analytics solution for churn prediction

Akkio is a digital analytics software with AI analytics specializing in customer churn prediction.

Key features

Here’s a brief overview of Akkio’s churn prediction tools:

• Forecasting. Akkio’s powerful machine learning model finds trends and patterns from the data set and creates an accurate forecast of customer’s future actions. This is particularly effective when forecasting customer churn. Keep at-risk customers to stay in the loop before it’s too late.
• Generative reports. Akkio lets you automatically generate reports. Simply describe your project and connect your data and Akkio’s AI will automatically generate specific reports to help you strategize your next business move.
• Data preparation. The Chat Data Prep feature from Akkio takes advantage of their AI to clean up data to keep reports relevant and readable. Tell Akkio what to clean and how and instantly find Akkio editing your report with pinpoint accuracy.

Pricing

Akkio offers two paid plans (starting at Basic’s $49/month up to Professional’s $99/month) and a 14-day free trial.

10. Tableau – best for visualizing customer data with charts and graphs

Tableau is a business intelligence and analytics platform whose strengths lie in data visualization and AI capabilities.

Key features

Here’s a brief overview of Tableau’s data visualization reporting tools:

• No-code reporting: Tableau’s visualization tool comes with a drag-and-drop interface that intuitively builds your report—without the formal coding know-how that most tools require. Uncover insights hiding behind your data, and have swift access to the information you need before a final decision.
• Real-time data. Tableau collects and retains a substantial amount of data, giving users access to real-time data for their reports. Collect up-to-date information to make more accurate decisions instead of relying on data from sample sizes with approximate insights.
• Augmented insights. With Einstein AI, Tableau offers users insights supplemented by their artificial intelligence. Discover trends and patterns that humans might overlook, and then automate the analysis with these settings.

Pricing

Tableau offers three paid plans (starting at Tableau Viewer’s $15/month billed annually, up to Tableau Creator’s $75/month billed annually), and a plan for enterprises available upon request. Tableau also offers a 14-day free trial for prospective users.

11. Crazy Egg – best digital analytics tool for A/B testing

Crazy Egg is a customer analytics tool built for conversion rate optimization with customer analytics tools like heatmaps, scroll maps, etc.

Key features

Here’s a brief overview of Crazy Egg’s A/B testing tools:

• AI-augmented split testing. Setting up an A/B test in Crazy Egg is simple, and made more effective with Crazy Egg’s artificial intelligence. After determining what test to run, you can manually set up how to split your website traffic or allow the AI to do it for you.
• Automatic switching. Crazy Egg will already work with results from your A/B test before it’s done. Once more credible data is collected, Crazy Egg will switch out underperforming variants with better-performing variants to ensure you don’t miss out on potential leads.
• Simple test creator interface. The interface for Crazy Egg’s test creator is simple to work on. Stay focused on experimentation and pour more time into testing and re-testing instead of comprehending the system.

Pricing

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.

12. Optimizely – best digital analytics tool for multivariate testing

Optimizely is a digital experience platform that optimizes the potential reach of digital content.

Key features

Here’s a brief overview of Optimize ly’s multivariate testing tools:

• Omnichannel experimentation. Design for all of your marketing channels with Optimizely’s omnichannel experimentation feature. Keep customer experience consistent and optimized, from email to web and mobile, or wherever you market.
• Lifecycle management experimentation. Optimizely’s lifecycle management experimentation allows you to plan for your customer’s entire journey with your product. Create your own roadmap or use templates, test them, and then switch them out with more effective ones.
• Low/no-code builder. Optimizely’s test builder requires little, if any, coding experience. The visual editor for A/B and multivariate testing is simple and intuitive, making it exceedingly convenient for multivariate testing that necessitates testing multiple variants at the same time.

Pricing

Optimizely’s content marketing platform offers a paid plan at $79/month per user, as well as a free plan and a 30-day free trial. For access to Optimizely’s full catalog of features, including its experimentation features, you will need to request a quote.

Conclusion

Discovering and adapting to changing customer concerns is the key to long-term growth. The right tools can elevate your business to the next level!

Are you ready to enter the wonderful world of digital analytics? Sign up for a free Userpilot demo today and elevate the potential of your business!

Try Userpilot and Take Your Product Growth to the Next Level

Get a Demo

• 14 Day Trial
• No Credit Card Required