Best Digital Analytics Tools 2025

Digital analytics tools collect, measure, and analyze quantitative and qualitative data from digital channels including websites, social media, search, paid digital advertising, email, and mobile applications. This provides a complete view of digital channels, marketing efforts, and customers. The information can be captured both for your business and its competitors. It includes tools for web analytics, eCommerce analytics, marketing analytics, product analytics, mobile analytics, and tech stack/tech infrastructure analytics.

By tracking and measuring the performance of a business’s online channels and campaigns, the insights provided help create better customer experiences, improve service delivery, and boost conversions, sales, and revenue.

Other Types of Analytics Tools

Web developers use web analytics to determine how well the website is performing, and how site usability and user experience can be improved. Web analytics software tracks things like:

• traffic funnels
• traffic sources
• device types
• visitors
• page views
• session length
• entry and exit pages
• conversions
• bounce rates
• locations
• tagged events

Ecommerce analytics tools evaluate how an online store is performing and identifies areas for improvement. It captures demographics, purchasing behaviors, conversion rates, and identifies the best customers and their characteristics. It uses predictive analytics software to improve operational efficiency and improve marketing efforts.

Marketers use marketing analytics tools to understand customer behavior, map the customer journey and evaluate the impact of marketing campaigns on conversion rates and other marketing goals.

Product analytics tools are used by product managers to analyze how customers engage with a digital product or service. Mobile analytics help marketers build an efficient mobile marketing strategy and identify which features of an app are working well, drive conversions, or need improvement.

Tech stack analytics tools analyze tech infrastructure performance, ensure service-level agreements (SLAs) are met, and improve customer service delivery.

Categories of software that are included in digital analytics tools

• eCommerce Analytics Tools
• Marketing Analytics Tools
• Mobile Analytics Tools
• Product Analytics Tools
• IT Infrastructure Monitoring Tools
• Web Analytics Tools

Digital Analytics Tools Features

The type of digital analytics tool will determine which of the following features are supported.

• Real-time data collection across all digital channels
• Channel attribution/funnel analysis
• Acquisition analysis
• Website traffic measurements and analytics
• Website flow analytics
• Customer segmentation
• Audience demographics
• Customer journey analytics
• Conversion analytics
• Tag management and tracking
• Monetization of the conversion value
• Anomaly detection
• Predictive analytics
• Digital ad analytics
• Predictive analytics / AI and machine learning
• User analytics permissions
• Dashboard, data visualization, and custom reporting
• Integrations - web development tools, web content management software, conversion rate optimization tools, automated marketing software, A/B testing tools, online advertising platforms, and CRM systems

Digital Analytics Tools Comparison

Before deciding to invest in a certain type of digital analytics tool, consider the following key points:

• Use case: Digital analytics tools cover a wide range of use cases, and their features often overlap. It is important to start with a broad perspective when defining the scope of your requirements. That will help you determine which type of digital analytics tool will best suit your business needs.
• Integration: What are the analytics tool integration requirements for your current systems and how readily will they integrate? It’s important to invest in an analytics product that will fit in seamlessly with the rest of your tech stack.
• Customization: Do you have a complex operation requiring custom analytics and reporting? Or will an ‘out of the box’ solution suffice? Certain tools allow for a larger degree of customization than others.

Pricing Information

Pricing can vary, depending upon the type of digital analytics tool. Pricing will typically be based on the features provided, the number of users, the number of sessions tracked, or the number of transactions made.

Some vendors offer limited versions of their products for free. For example, Google Analytics has a free tier that is often well-suited for small businesses. Monthly subscription pricing can range from $9 to over $500. Enterprise-level products usually require obtaining a vendor quote. Pricing for enterprise plans can range up to $150,000 a month. Free trials are available for some products.