7 recommended tools for tracking website metrics

To effectively monitor and analyze key website metrics, reliable analytics tools are essential. The right tools can help businesses understand user behavior, track performance, and optimize strategies for better outcomes. Here are some top recommendations:

1. Google Analytics

Google Analytics is a free and powerful tool widely used by businesses of all sizes. It provides insights into a wide range of metrics, making it an excellent starting point for most websites. Key features include:

• Detailed traffic analysis: Track the number of visitors, their geographic location, and how they arrived on your site.
• User behavior insights: Understand how visitors interact with different pages and what content drives engagement.
• Conversion tracking: Measure the effectiveness of campaigns and track customer journeys from click to conversion.
• Custom report creation: Tailor reports to focus on the metrics that matter most to your business.

Although there is a learning curve, the depth of data it provides makes it indispensable for marketers and analysts alike.

2. HubSpot

HubSpot offers a comprehensive marketing platform that integrates website analytics with CRM, making it a powerful tool for businesses looking to align marketing and sales. Its analytics suite includes:

• Website analytics: Get detailed insights into website performance and visitor behavior.
• CRM integration: Track the entire customer lifecycle, from the first website visit to conversion.
• Marketing automation: Automate email campaigns, lead nurturing, and more based on data-driven insights.
• Content performance tracking: Measure the effectiveness of blog posts, landing pages, and other content.

HubSpot’s all-in-one approach is especially valuable for software companies looking for an integrated solution to manage customer interactions and track marketing efforts. It’s one of our go-tos. 

3. Mixpanel

Mixpanel is designed for companies focused on web and mobile app analytics. It excels at providing insights into how users interact with your product. Some of its key features include:

• User behavior analysis: Track specific actions users take, such as clicks, sign-ups, or in-app purchases.
• Funnel visualization: See how users move through your sales or conversion funnel and where drop-offs occur.
• A/B testing: Test different versions of features or content to optimize performance.
• Retention analysis: Measure how well you retain customers over time and identify key drivers of long-term engagement.

For SaaS and tech companies, Mixpanel is invaluable for understanding how users interact with products in real time.

4. Kissmetrics

Kissmetrics focuses on person-based analytics, which means it tracks individual user journeys across your site and app. This helps businesses gain a deeper understanding of customer behavior. Key features include:

• Person-based analytics: Track individual users across devices and sessions to build detailed customer profiles.
• Revenue attribution: Understand which marketing efforts are driving the most revenue.
• Cohort analysis: Group users based on shared characteristics or behaviors and analyze their performance over time.
• A/B testing: Run experiments to optimize user experiences and conversions.

For instance, we’ve used Kissmetrics to analyze how different customer segments—based on location or product usage—interacted with one of our clients’ websites. This data helped us tailor our marketing efforts to different segments, boosting both customer satisfaction and revenue.

5. Hotjar

Hotjar offers a unique set of tools that provide visual insights into how users interact with your website. While it’s not a full-fledged analytics platform, it excels at identifying user experience (UX) issues. Features include:

• Heatmaps: Visualize where users click, scroll, and hover on your site to identify popular and overlooked areas.
• Session recordings: Watch real-time visitor sessions to see how they navigate your site.
• Conversion funnel analysis: Identify drop-off points in your sales or sign-up process.
• User feedback tools: Collect direct feedback from users through surveys and on-page polls.

One of our clients was driving decent traffic to their site but we noticed low conversion rates on key landing pages. By integrating Hotjar, we were able to use heatmaps and session recordings to visualize how users interacted with their pages. It became clear that users were missing the primary call to action due to poor design placement.

Pro tip: Hotjar complements traditional analytics tools like Google Analytics by providing qualitative data to improve user experience.

6. SEMrush

SEMrush is widely known as an SEO tool, but it also offers valuable analytics features that extend beyond organic traffic. Some of its key features include:

• Traffic analysis: Track your website's traffic performance and benchmark it against competitors.
• Competitor comparison: Analyze competitor websites and uncover growth opportunities.
• Backlink analysis: Understand your backlink profile and improve your off-site SEO strategy.
• Content performance tracking: Measure how well your content performs in search results and engages users.

SEMrush is our go-to tool for organic growth. It enables us to uncover valuable keyword opportunities and track performance over time. We use it for research, position tracking, as well competitor comparisons to identify gaps in our client’s content strategy or industry. 

With a tailored strategy and insights from SEMrush, we’ve been able to help our clients start ranking for several key industry terms, and grow their organic traffic.

For businesses looking to boost organic search performance and outrank competitors, SEMrush is an excellent addition to your toolkit.

7. Databox

Databox is a business analytics platform that centralizes data from various tools into custom dashboards. It’s great for teams looking to monitor KPIs in one place. Its strengths include:

• Data centralization: Connect multiple tools like Google Analytics, HubSpot, and SEMrush to create a unified view of your metrics.
• Custom dashboards: Create visually appealing dashboards tailored to your business needs and track key performance indicators (KPIs).
• Automated reporting: Schedule regular reports to keep your team updated on progress.
• Goal tracking: Set and monitor progress toward business goals, whether related to traffic, conversions, or revenue.

This tool is especially useful for businesses using multiple analytics platforms and needing a centralized view of performance. We like Databox because it allows us to create custom dashboards that pull data from all sources, making reporting and KPI tracking seamless and straightforward. It gives us a holistic view of all marketing efforts, allowing for quicker and more informed decision-making.

Select the right tools 

Our experiences working with B2B and B2B SaaS clients have shown that choosing the right analytics tools is about finding what best aligns with your business needs. Whether you're optimizing conversions with Google Analytics or digging into user behavior with Mixpanel or Hotjar, the key is to use these insights to inform actionable strategies.

Each tool we've used has brought unique value to our clients' businesses, and combining them can often offer the best results. If you’re ready to optimize your website metrics or need help choosing the right tools for your business, reach out to us—we’re here to help your company grow.