SaaS Analytics Tools [Best 20+ SaaS Analytics Tools – By Use Case]
Data is the engine for SaaS, but without data analytics tools, your SaaS team will not be able to make sense of the data. The right set of SaaS analytics tools can help you generate actionable insights that fuel strategic decisions.
But how do you ensure you’re picking the right tools?
Unfortunately, there is no one-size-fits-all tool to cater to all your data analytics needs. You need to identify your requirements and pick the tools that best suit your business.
In this article, we’ve compiled a comprehensive list of SaaS analytics tools and categorized them according to their use cases.
- SaaS analytics collects, inspects, and analyzes data generated from user interactions with your product.
- SaaS analytics tools can be categorized based on the platform of the product, marketing channels, and key metrics you’re tracking.
- Google Analytics helps marketers understand their website audience better by tracking a range of metrics, including acquisition and behavioral metrics.
- Hotjar is a behavioral analytics platform that can collect data using multiple tools, including session recordings, and analyze them to generate a range of useful behavioral insights.
- Fullstory is a session recording tool that recreates user sessions by combining user data with the session recording to give you an accurate picture of user behavior.
- Mixpanel is a powerful product analytics tool offering great functionality to track and collect user data in real-time.
- Userpilot is a code-free onboarding platform that also allows you to instantly act upon behavioral analytics by building in-app experiences.
- Heap is a comprehensive product analytics suite that tracks all sorts of in-app user interactions and requires no prior definition or configuration of events.
- Amplitude is another great SaaS analytics tool that helps you create a holistic user journey by offering valuable insights into the user experience.
- Ahrefs offers a brilliant SEO solution with its Site Explorer tool that combines three powerful SEO tools – an organic traffic research tool, a paid traffic research tool, and a backlink checker.
- Semrush helps you optimize your website for search engines and create new web content that attracts traffic, identifies link-building opportunities, and optimizes your site to rank higher in search engine results.
- Mangools offers an SEO software package that includes four tools – link research, keyword research, site profiling, and ranking tracking.
- Brand24 is a powerful social media listening and analytics platform that tracks your brand mentions across social, news, blogs, videos, forums, podcasts, reviews, and more.
- NapoleonCat is an advanced social media management platform that lets you measure and analyze user activity on your social media accounts.
- Sprout Social offers cross-channel social media analytics that allows you to access in-depth analysis on your social media activity.
- Hubspot’s analytics tools help you understand how your marketing performance in various channels is linked to the business and revenue growth.
- Zoho Analytics offers a sales analytics solution that allows you to import data from Zoho CRM, as well as other popular CRM platforms.
- Google’s Data Studio helps you turn your data into informative, easy to read, easy to share, and fully customizable dashboards and reports.
- Profitwell is a freemium SaaS analytics tool that helps you keep track of your revenue, user growth, and many other common SaaS metrics.
- Baremetrics is a subscription analytics tool that offers great features, including cancellation insights, although it can be unreliable at times in terms of accuracy.
- ChartMogul is a business intelligence platform that offers real-time analytics features and easy integration with multiple billing systems.
Why is analytics important for SaaS?
SaaS analytics collects, inspects, and analyzes data generated from user interactions with your product.
The insights you get from analytics help you understand the perceived value of your product and identify issues that require your attention.
But the most crucial aspect of analytics is that it can analyze user data to help you understand your users without any bias.
According to McKinsey’s CMO survey, over 85% of companies reported achieving a significant value contribution from the extensive use of customer analytics. It helped them outperform competitors on KPIs such as profit, sales, sales growth, and Return On Investment (ROI).
So, picking the right analytics tool will not only help you understand your users but also gain a competitive advantage in a highly competitive SaaS industry.
Categories of SaaS analytics tools
As we said, it’s hard to find an analytics tool that caters to all your data analysis needs. SaaS analytics tools can be categorized based on the platform of the product, marketing channels, and key metrics you’re tracking.
For tracking analytics for a website, you can use Web Analytics Tools like Google Analytics. For in-app user behavior analytics, you’re looking for In-App SaaS Analytics Tools like Userpilot.
If you want to boost your search engine optimization (SEO) efforts, you can pick SaaS analytics tools for SEO like Ahrefs. On the other hand, analytics tools for Social Media Marketing like Brand24 help you streamline your social media marketing strategy.
Sales and marketing SaaS analytics tools like Hubspot allow you to measure the performance of all your marketing campaigns in one place. If you’re looking to measure the financial impact and feasibility of your SaaS business decisions, revenue and subscription analytics tools like Profitwell can help you do exactly that.
Let’s dive in!
Web analytics tools for SaaS
Tracking and analyzing the data of your website visitors can be tricky at times. The sheer volume of the information can be quite overwhelming to grasp. Web analytics tools help you make sense of the collected information and provide much-needed insights into visitor behaviors.
1. Google Analytics
When it comes to web analytics, Google Analytics is a must-have for any SaaS business. It helps marketers understand their website audience better by tracking a range of metrics, including acquisition and behavioral metrics.
One of the key features is its conversion tracking functionality that lets you track each conversion source after setting up your conversion points. You can also track traffic source and medium to identify which acquisition channels are bringing the most traffic.
While Google Analytics is great for time-based analytics, it cannot be used to perform cohort analysis, as the data is not identifiable.
However, you can create custom events by selecting event parameters relevant to your needs. This will take a bit more advanced skill and some time to get used to.
Google Analytics offers a great free version which is almost always enough for small to medium-sized businesses. Larger organizations can opt for its enterprise solution, Analytics 360. You’ll have to contact their sales team to get a price quote for the enterprise version.
Hotjar is a behavioral analytics tool that offers a brilliant heatmapping feature that can be a great asset for SaaS companies. Hotjar can collect data using multiple tools, including session recordings, and analyze them to generate a range of useful behavioral insights.
Hotjar can help you identify UX bottlenecks and take proactive measures to fix them. You can also track where users are bouncing, allowing you to optimize your marketing funnel.
These insights help you map the user lifecycle right from their first interaction with your product. Hotjar’s qualitative data, when combined with the quantitative data from NPS surveys, can help you gain unparalleled insights into user behavior.
All these powerful in-app customer feedback tools are available for very reasonable prices, starting at $39 per month. There’s also a generous free plan that offers plenty of features for no cost at all. We think this tool is a must-have for SaaS teams.
Hotjar offers three plans – Personal, Business and Agency. It offers a generous free version under its Personal plan and a paid version at $39 per month. You can also opt for a 15-day free trial under its business plan, which has a starting price of $99 per month for 500 daily sessions.
Fullstory is a session recording tool that is quite useful for accurately depicting the website behavior of users.
You can capture page views, mouse movements, and clicks that visitors make on your site.
Fullstory recreates user sessions by combining user data with session recording to give you an accurate picture of user behavior. This is where session recording takes web analytics to another level.
FullStory offers a restricted free plan with up to three seats and 1,000 sessions per month.
The pricing information for its paid plans is not disclosed on its website, but it does come with a 14-day free trial.
In-App SaaS Analytics Tools
In-app SaaS analytics tools help you analyze the user behavior data you’re collecting from your SaaS product. This helps you assess how much value users are getting from your product and where you can make improvements.
Mixpanel is a powerful product analytics tool that offers great functionality to track and collect user data in real-time.
Despite its powerful features, Mixpanel can be quite a complex tool for beginners. You need to define any event before capturing it, and it’s quite hard to implement.
Setting up reports can also be quite time-consuming, and you’ll need to have sufficient technical knowledge to make full use of this tool.
Mixpanel also lacks support for account-level tracking. This comes as a surprise to most users, as account-level tracking is a basic feature when compared to all the extended functionality it provides.
If you cannot do without account tracking, you might be able to figure out a workaround by adding all users from one company into a custom segment.
That said, Mixpanel is a blessing for large companies with in-house data and analytics teams. It perfectly serves their complex data analytics needs that usually feed on a vast collection of data.
Mixpanel offers a free version and an affordable Growth package with limited features that starts from $17 per month. However, if you’re an enterprise user eager to utilize Mixpanel’s real value, you’ll have to contact them to get a quote.
Userpilot is a code-free onboarding platform that allows you to instantly act upon behavioral analytics by building in-app experiences. It also integrates perfectly with other tools on this list, including Mixpanel and Amplitude.
Userpilot is quite useful for mid-term user analytics and tracks user behavior based on your predefined goals. This allows you much flexibility, and you can decide where you want to focus on.
Userpilot’s analytics is based on custom events passed by the devs or feature tags and generates insights based on how users interact with your app.
It also offers great functionality for building user segments and funnels with custom filters. For example, you can use custom filters to find recently registered users based on their preferences, activity, and feedback.
This helps you narrow down your users and understand who is doing what. This, in turn, helps you to optimize in-app experiences to help struggling users or push hesitant users further down the user journey.
But the real value of Userpilot lies in its onboarding functionalities.
It’s not a good sign when users miss valuable features. This can easily result in churn. With Userpilot, you can create both new user onboarding experiences like product tours and fully interactive walkthroughs, as well as secondary onboarding experiences that help users unlock more value along their user journey.
If you don’t push your activated users to adopt the more advanced features of your product, they often…don’t discover them at all.
Kommunicate, a chatbot tool, faced the same issue when they noticed that customers kept asking for features that were already there. So, they plugged some key features into Userpilot’s product adoption feature, which increased reach by 41%.
After adding some onboarding checklists, their secondary feature adoption went up from only 28% to 41%.
Wanna start creating similar experiences without a line of code – and boost your feature adoption? Sign up for Userpilot for FREE now and start increasing your product usage today!
Userpilot’s paid plans start from $299 per month for 2500 active MAUs. You can get a discounted price of $249 per month for paying annually. The price is only based on your MAU number in a ‘pay as you go’ model, and all features are unlimited regardless of how much you pay.
Its Enterprise packages offer advanced customization features and priority support, which can be a great option for mid-to-large organizations.
Heap is a comprehensive product analytics suite that tracks all sorts of in-app user interactions.
Once you install Heap in your app, it starts tracking user activity from day one – no additional definition or configuration of events required. This can be particularly useful since tools like Mixpanel require users to carry out an extensive setup before they start tracking data.
Heap also allows user-level and account-level tracking. You can create custom events and use them in funnels and cohorts. You can also combine tracked data into your custom “virtual events”.
You can define events and conversions retroactively if you need to update your data parameters or event definitions. Heap offers real-time reporting and analysis along multiple axes and behavioral segments and is optimized for both web and mobile applications.
But all these functionalities may take beginners a while to catch up with. Heap is known for its sharp learning curve in product analytics knowledge. Nonetheless, the value you get from it makes it worth the effort.
Heap offers a free package with unlimited user licenses. However, the free plan is quite restricted, with up to 1 project and 10k sessions per month. The pricing for its paid plans starts from $1,000 per month.
Amplitude is another great SaaS analytics tool that comes with a wide range of integrations. Like Mixpanel, it requires you to configure events before you start tracking them.
Amplitude is a handy tool for SaaS products that need tracking across multiple platforms. It helps you create a holistic user journey by offering valuable insights into the user experience.
Another brilliant aspect of Amplitude is its focus on data security. Its robust data governance and security features are quite valuable due to the sensitive nature of user data.
But the most impressive thing about Amplitude is its generous free plan that allows you to track up to 10 million actions, which is a lot.
Apart from Amplitude’s generous free plan, its pricing isn’t quite affordable. It’s known to get expensive very quickly. Many of the unique features that make it stand out from its competition are available only to premium users.
You already found FullStory on this list as one of the best session recording solutions. But FullStory also tracks user interactions and lets you create funnels, which you can use to observe user behavior.
As FullStory combines session recordings with quantitative product analytics, you can learn more about the reasons behind specific user actions when compared to relying solely on quantitative data analysis.
Another brilliant feature of FullStory is its ability to track and measure “rage clicks”, which is recorded when a frustrated user vents their frustration on their mouse.
Fullstory comes equipped with AI and machine learning features to help you extract insights from your data. It also lets you calculate and track important KPIs like conversion rates and offers data visualization features.
Fullstory doesn’t disclose its pricing information on its website. Its free plan is also quite restricted, with the cap set at three seats and 1,000 sessions per month. But it does give you the option of a 14-day free trial for its paid plans.
SaaS Analytics Tools for SEO/ Keyword Research
With over 70% of marketers considering SEO more effective than PPC, it can have a massive impact on driving conversions for SaaS businesses. A robust SEO and keyword research strategy is a must to ensure steady traffic to your website.
The right SEO analytics tool for SaaS will help you make sure you’re making the most out of your strategies.
Ahrefs offers a brilliant SEO tool named Site Explorer. Site Explorer allows you to get an in-depth look at the organic search traffic and backlink profile of any website or URL.
It combines three powerful SEO tools – an organic traffic research tool, a paid traffic research tool, and a backlink checker.
The organic traffic research tool allows you to monitor the keywords your competitors are ranking for and keep track of the pages that bring the most search engine traffic.
On the other hand, the paid traffic research tool allows you to check whether your competitors are doing paid search advertising and where they funnel their paid traffic.
Then we have the backlink checker that allows you to keep tabs on the websites that link to your competitors’ sites. You can also gauge the quality of their backlink profiles.
Ahrefs offers brilliant filtering and sorting features. This allows you to narrow down and easily track backlinks with high domain ratings.
Ahrefs’ link analysis tool also comes with a massive index, which is continuously updated. Ahrefs also claims to have the most active crawler after Google, which of course, is debatable.
Ahrefs offers four plans – Lite, Standard, Advanced, and Agency.
The lite plan starts at $99 per month without taxes. It’s a single-user plan and will cost you $30 for each additional user. You can opt for a trial, but it will cost you $7.
Semrush helps you optimize your website for search engines and is undoubtedly one of the most popular SEO tools out there.
Semrush can help you create new web content that attracts traffic, identify link-building opportunities, and optimize your site to rank higher in search engine results.
You can get keyword suggestions for your blog posts and allow you to gauge the difficulty of ranking for specific search phrases. You can also perform an “SEO audit” on your website to identify opportunities for improvement.
Semrush offers brilliant domain analysis and keyword research features to help you make the most out of your SEO strategy.
Its domain analysis features allow you to see if a backlink is worth the effort. Semrush provides metrics such as authority score, monthly visitor, top-performing keywords, advertising stats, and more.
One of the many useful features you’ll find is the ‘competitive positioning map’ that helps you understand how your website stacks up against your competitors.
Semrush’s keyword research features include information about the number of people searching for a particular keyword, the difficulty of ranking for a keyword, and the sites that already rank for a keyword.
Semrush offers three pricing plans – Pro, Guru, and Business. The pro plan starts at $119.95 per month and is limited to 5 projects. It does offer a free trial for all three of its pricing tiers.
Mangools is a great option for those who don’t have a massive budget and are just starting SEO. Its SEO software package includes four tools – link research, keyword research, site profiling, and ranking tracking.
Mangools allows you to preview the link target in the same window so that you don’t have to click out of the research tool to check the link context. Most users find this feature quite appealing, and rightfully so.
While Mangools offers generic metrics such as keyword volume, CPC, and more. It also allows you to find all the questions related to your keyword. Moreover, you can find information on the most popular related autocomplete terms, making keyword research a lot easier.
Mangools offers three plans – Basic, Premium, and Agency. The basic plan starts at $29.90 a month with a keyword lookup cap set at 100 per day. You can also opt for a 10-day free trial for its plans to test the features.
SaaS Analytics Tools for Social Media Marketing
More than 70% of internet users are going beyond search engines and are using social media to look for information about the products they’re interested in buying. This makes it crucial for SaaS businesses to optimize their social media presence and track user interactions on these platforms.
Brand24 is a powerful social media listening and analytics platform that tracks your brand mentions across social, news, blogs, videos, forums, podcasts, reviews, and more.
It offers great social listening features that let you analyze the quality and quantity of discussion about your brand. This helps you better understand your target audience and make key adjustments to improve your efforts to reach them.
Brand24 also offers influencer analytics to help you choose the right influencers to engage with your customers effectively. Its sentiment analysis lets you track mention sentiments and help you better understand user attitudes towards your brand.
Brand24 has attracted many big brands over the years, including Uber. This is a testimonial for their brilliant analytics features that can help SaaS businesses improve their brand image and marketing strategy.
Brand24 offers three plans – Plus, Premium, and Max. The Plus plan starts at $49 per month and is best for individuals tracking a single brand. You can monitor only up to 5 keywords under this plan. It also offers a 14-day free trial – no credit card needed.
NapoleonCat is an advanced social media management platform that lets you measure and analyze user activity on your social media accounts on Facebook, Instagram, Twitter, LinkedIn, YouTube, and Google My Business.
It allows you to keep track of your social media reach and engagement and identify your top-performing content. You can use these insights to craft marketing messages that resonate with your target audience.
Timing is crucial when it comes to social media, and NapoleonCat offers valuable insights on the best times to publish content for your audience. It also provides detailed information about your audience demographics for each social media channel.
A notable feature of NapoleonCat is comparative analysis, which lets you monitor competitors and compare your performance against industry benchmarks. You can use this feature to evaluate and determine whether your competitors’ social media marketing efforts are working or not.
You also get automated reporting features that allow you to quickly generate reports on various social media profiles and pages. You can also customize these reports and specify reporting frequency.
NapoleonCat has an impressive portfolio of clients, including Allianz, Sony, and WWF, and is also an official Facebook Marketing Partner.
NapoleonCat’s pricing depends on the number of social profiles and users. The standard plan starts at $21 per month for 3 social media profiles and 1 user. It offers a pro plan with an extended range of features and a fully customized plan with dedicated customer support.
14. Sprout Social
Sprout Social offers cross-channel social media analytics that allows you to access in-depth analysis on your social media activity.
You can compare social media marketing performance across multiple platforms – all from one place. You can keep tabs on tags, mentions, trends, and more. It offers data on internal team performance that can help you to improve customer support.
Sprout also allows you to access data related to your competitors to help you benchmark your performance. Its advanced listening tool provides you with valuable data related to audience demographics, industry influencers, campaign performance, share of voice, and consumer sentiment.
Sprout Social makes it easy to organize and share data in visually appealing reports. You can also use Premium Analytics to create your own custom reports tailored to your organization’s KPIs.
Sprout Social offers three plans – Standard, Professional, and Advanced. You get a 3-day free trial for all three plans. The standard plan starts from $89 per month for each user and is limited to 5 social profiles. Alternatively if you’re looking for something more affordable, you can check out this Sprout Social alternative.
Sales and marketing SaaS analytics tools
Marketing and sales analytics tools help SaaS businesses track and optimize the performance of their marketing and sales teams. SaaS marketing uses a range of channels, and marketing analytics tools allow marketers to understand the big picture.
When it comes to tying the strings of marketing channels together, HubSpot’s analytics tools are among the best out there. These tools help you understand how your marketing performance in various channels is linked to the business and revenue growth.
HubSpot’s Marketing Hub is an all-around inbound marketing solution. With this tool, you can get insights into the entire customer journey. When combined with Hubspot’s Sales Hub, you get unparalleled access to information that helps you understand how your marketing and sales teams are generating results.
HubSpot also offers social analytics tools that use graphs and visuals to help you understand relevant metrics of your social media performance, such as audience, session lengths, and impressions.
So, whatever the channels may be, Hubspot has got your marketing and sales analytics needs covered.
You get three pricing plans for the Hubspot Marketing Hub – Starter, Professional, and Enterprise.
The starter plan starts at $45 per month but offers limited functionality when compared to the other packages. The Hubspot sales hub also offers these three plans. Although the price for the starter plan is the same, its professional and enterprise plans are cheaper than that of the Marketing Hub.
16. Zoho Analytics
Zoho Analytics offers a sales analytics solution that allows you to import data from Zoho CRM, as well as other popular CRM platforms like Salesforce, HubSpot, Microsoft Dynamics, and more.
It allows you to identify win-loss opportunities in your sales pipeline. You can use it to forecast sales and plan for future growth by tracking the win-loss rate.
Zoho Analytics also includes features that help you measure and analyze your sales representatives’ performance and find opportunities to improve.
For reporting purposes, you can combine data from different sources and create cross-functional reports.
Zoho Analytics offers four pricing tiers – Basic, Standard, Premium, and Enterprise. The basic plan starts at $24 per month and offers a 15-day free trial.
17. Google Data Studio
Google’s Data Studio helps you turn your data into informative, easy to read, easy to share, and fully customizable dashboards and reports.
Apart from visualizing your data, Data Studio allows you to connect a range of data sources and collaborate with your team to share insights.
You can also make your reports interactive with viewer filters and date range controls. For further functionality, you can also include links and clickable images. This helps you create product catalogs, video libraries, and more.
But the key feature is its ability to report on data from a wide variety of sources without the need for programming. The data sources include Google Marketing Platform products like Google Analytics and Databases like BigQuery and MySQL.
You can also upload CSV files or connect your social media platforms.
Google’s Data Studio is completely free, but you can pay for templates if you need one.
SaaS Analytics Tools for Revenue and Subscription Analytics
SaaS analytics tools tailored to offer revenue and subscription analytics allow you to dive deeper into key metrics such as churn rate, recurring revenue (MRR), lifetime value (LTV), and more.
Profitwell is a freemium SaaS analytics tool that helps you keep track of your revenue, user growth as well as many other common SaaS metrics. You can get a brilliant overview of everything happening in your subscription business.
ProfitWell offers real-time analytics and reporting tools that allow you to keep track of everything you need to make informed decisions. These decisions need to be based on accurate data about your customers, competitors, and product performance, and Profitwell ensures exactly that.
Profitwell’s sophisticated algorithms make it easier to determine the optimum pricing for your products and upgrades. It can do so by offering insights based on real-world data about your industry and market trends.
You might not find any exceptional customization to change how you calculate these metrics. But it’s still a great tool worth considering.
ProfitWell Metrics is completely free to use.
Baremetrics is a subscription analytics tool that offers one-click integration with popular billing systems.
Baremetrics is easy to use and install. Its key feature is surely cancellation insights, which allows you to learn why your customers canceled the subscription. It also calculates lost revenue by cancellation reason and sends automated emails to bring customers back.
But Baremetrics accuracy is sometimes deemed as unreliable. This is because the data is collected from very small companies.
Baremetrics offers a 14-day free trial. The pricing is based on your company’s current MRR. For MRR worth $300,000 per month, it’d cost you $350 per month.
ChartMogul is a business intelligence platform that offers real-time analytics features and easy integration with multiple billing systems.
Chartmogul allows you to keep track of many relevant metrics, including Monthly Recurring Revenue (MRR), Customer Lifetime Value (LTV), and Average Revenue Per Account (ARPA).
ChartMogul offers a geographical heat map of where revenue and customers are coming from. Its customizability is also considered a great addition to its core features.
You can get started on Chartmogul by importing your customer records. Its Import API allows you to get real-time reports by importing subscriptions and transaction data of your customers.
But one thing you need to consider is currency fluctuations. Although ChartMogul succeeds in converting payment currency into operating currency, it doesn’t support using the currency data to track how fluctuations in exchange rates impact changes in metrics over time.
Chartmogul offers a free plan for less than $10,000 in Monthly Recurring Revenue (MRR). Its paid plan named Scale starts from $100 a month.
Making the best use of the data you collect allows you to get an edge over your competitors and boost your growth. This is where SaaS analytics tools prove their worth.
With the list we’ve compiled for you, you can pick the analytics tools that suit the platform of your product, helps you track all your marketing channels, and keep tabs on the key metrics for your SaaS business.
To sum it up, here’s a quick recap:
- Web Analytics Tools for SaaS: Google Analytics, Hotjar, FullStory
- In-App SaaS Analytics Tools: Mixpanel, Userpilot, Heap, Amplitude, FullStory
- SaaS Analytics Tools for SEO/ Keyword Research: Ahrefs, Semrush, Mangools
- SaaS Analytics Tools for Social Media Marketing: Brand24, NapoleonCat, Sprout Social
- Sales and Marketing SaaS Analytics Tools: Hubspot, Zoho Analytics, Google Data Studio
- SaaS Analytics Tools for Revenue and Subscription Analytics: ProfitWell, Baremetrics, and ChartMogul
Want to get started with SaaS analytics? Get a Userpilot Demo and see how you can get actionable analytics and insights for your SaaS product.