Login
Book a Demo
12 Marketing Analytics Tools for Data-Driven Marketers in 2025
Consider these marketing analytics tools and invest in a solution that promises to give a more complete view of your marketing performance and revenue impact.
Google Analytics 4 is no longer enough to provide a comprehensive understanding of how marketing translates into tangible results.
And the difficulties in measuring marketing effectiveness are set to intensify as Google’s decision to empower users with a third-party cookie opt-out will significantly impact data collection and analysis.
Fortunately, marketers are realising the need for more advanced marketing analytics tools that go beyond surface-level metrics and align with evolving data privacy regulations.
This blog explores the top solutions for marketing analytics and discusses how they can provide a deeper understanding of your performance.
Here’s what you can expect:
💡 Top marketing analytics tools
Below are our top choices for marketing analytics:
Ruler Analytics: Forgive us for putting ourselves at the top, but hear us out. Ruler breaks free from traditional analytics and attribution. It tracks first-party cookie click-path data and uses statistical machine-learning impression modelling, to show how your marketing impacts revenue. Book a demo to see more.
Mixpanel: Helps marketers in seeing and understanding user journeys, allowing them to make smart, data-driven choices for boosting awareness and conversions.
Kissmetrics: A person-based analytics product that helps you identify, understand, and improve the campaigns and metrics that drive your revenue.
Marketing analytics tools essentially monitor and compare the performance of your marketing efforts across multiple channels, campaigns, landing pages and more.
Related: What is marketing analytics?
They allow you to identify patterns within data that help you make smarter marketing decisions about where to spend your time and budget.
The goal for almost any marketer is to maximise the effectiveness of marketing activities and justify investments.
With marketing analytics tools, marketing teams can both improve their efforts and prove their worth.
The best marketing analytics tools allow you to track:
While there are many different types of marketing analytics tools, most share the same goal.
That is to help you reduce costs and increase profitability of your marketing efforts.
Generally, marketing analytics tools fall under the following categories but aren’t limited to:
💡 See Ruler for yourself
Ruler Analytics is a good example of a marketing attribution tool. It tracks users through their full customer journey and attributes actual revenue back to your marketing touchpoints whenever they close into a deal.
See how Ruler’s Analytics tracks marketing effectiveness
There isn’t a one-size-fits-all when it comes to marketing analytics tools, but to make things easier for you, we’ve shortlisted some solutions for you to consider.
Ruler is a marketing measurement tool that enables businesses to get the full picture of their customer journeys. It works by tracking each and every visitor over multiple sessions, traffic sources, keywords and more.
Related: How to view full customer journeys in Ruler
When a website visitor converts, whether that’s via phone call or live chat conversation, Ruler will send all of the data it has captured about your lead to your CRM or sales tracking system.
Naturally, your leads will start to progress through the pipeline as they’re nurtured by your marketing and sales teams. When a lead converts into a deal or sale, the customer’s information, such as the revenue amount and marketing data, is sent back to the Ruler database.
Related: How Ruler attribution revenue to your marketing
This information is then attributed across the customer’s touchpoints, allowing you to see which marketing channels are having the greatest impact on your revenue metrics and goals.
Ruler integrates with almost any tool, including Google Ads and Analytics. When an opportunity is marked as closed or won in your CRM, Ruler can automatically send the value of a lead or sale to your acquisition reports in Google Analytics.
Here, you can see how each channel, campaign, ad and landing page is working to drive revenue for your business.
That’s not all. Ruler also includes machine learning impression attributon. This helps you understand the impact of your invisible touchpoints (e.g. ad views) on pipeline generation and revenue.
It uses aggregated data to identify patterns and correlations between marketing activities and revenue, allowing marketers to make more accurate budget allocations to increase conversions and ROI.
Our analytics tool offers many features that let you drill into your marketing effectiveness and better understand your customer journeys.
Pricing for Ruler starts at £199 a month, with plans based on features and number of website visitors. You can save 20% by paying annually and there are special rates for agency partners.
💡 Get a deeper look
While other tools stop at conversions, Ruler goes further, pinpointing the exact impact of your marketing on revenue. Stop speculating, start proving your worth. Book a demo today and see the difference.
If you’re used to Google Analytics 4, Adobe Analytics will seem like a more advanced version. It provides in-depth web reporting, but that’s just the tip of the iceberg.
Adobe Analytics takes things up a notch by integrating machine learning and artificial intelligence (AI) into a user-friendly, drag-and-drop interface. This means you don’t have to be a data scientist to pull out valuable insights or run complex queries.
Whether you’re an everyday marketer or a statistician, this tool offers flexibility for all skill levels.
Plus, its advanced statistical modelling allows you to predict future behaviour like conversion or churn probability—ideal for those who want to stay ahead of the game.
Price: Available upon request, but expect to pay $30,000 to $100,000/year
Amplitude Analytics is a favourite among product and growth teams, and for good reason. It offers powerful, intuitive dashboards that show exactly how potential customers are interacting with your content.
By pinpointing client pain points, you’ll be able to turn those insights into conversions. One of the standout features?
Amplitude still measures data points that Google Analytics 4 has dropped, like bounce rates, which can be crucial for historical comparisons.
That said, the tool isn’t perfect when it comes to integrations—while it works well with popular CRMs and workspaces like Salesforce and Notion, its range is a bit narrower compared to GA4.
Price: Available on request
Dealfront, previously Leadfeeder, is perfect for those who want to identify the companies visiting their site, even if those visitors don’t fill out a contact form.
Using IP address data and other tracking methods, Dealfront gives you a behind-the-scenes look at who’s checking out your website.
For each visitor, you get a wealth of details—industry, company size, even contact information—so your sales team can reach out to the right people with precision. And with seamless integration into popular CRM systems like HubSpot or Salesforce, your lead data is always ready when you need it, removing silos and boosting workflow efficiency.
For those concerned with privacy, Fathom is a dream come true.
It’s built to comply with GDPR, CCPA, and other privacy laws straight out of the box—no cookies, no fuss.
Fathom’s minimalistic dashboard is incredibly easy to use, showing all your key metrics like pageviews, unique visitors, and conversions on a single screen. You won’t have to dig through endless reports to get the insights you need.
Plus, Fathom gives you lifetime, unrestricted access to your data, making it perfect for anyone who wants simple web analytics without compromising control.
Price: From $14 per month
Funnel.io is a tool for marketers who want to dig deeper into their data.
It generates clean, up-to-date data that you can rely on, offering advanced marketing measurement features like marketing mix modelling (MMM) and multi-touch attribution (MTA).
Funnel.io isn’t just for analysing data—it’s a complete data integration tool that pulls everything together in one place.
You can explore insights and then push that data to your favourite visualisation apps or data warehouses, ensuring that your entire team has real-time access to what’s happening.
Price: From £319 per month
Heap Analytics is all about understanding every single thing your users do on your site.
Its ability to analyse complete datasets means it often uncovers hidden insights that can drive meaningful changes in your product or marketing strategies.
By highlighting points of friction and offering a quick path to value, Heap allows you to make impactful improvements with confidence.
If you’re looking to discover those crucial moments that make or break a user’s journey, Heap is the tool to help you do just that.
Price: Freemium available
Kissmetrics is all about understanding your customers on a deeper level.
This platform helps you track customer behaviour across both your website and mobile apps, giving you detailed insights into how people engage with your content.
With a unique ID system that follows users across multiple devices and sessions, Kissmetrics provides accurate data on key metrics like conversion rates.
But it doesn’t stop there—the platform also offers tools for segmenting your audience, managing marketing campaigns, and sending personalised emails or push notifications.
Plus, it integrates smoothly with other analytics tools like Google Analytics and Google Ads, making it a versatile choice for your marketing stack.
Price: From $299.00 per month.
Matomo is a privacy-focused alternative to Google Analytics, designed for those who want full control of their data.
It doesn’t rely on third-party cookies or machine learning to track users, so you get 100% accurate reporting, even if your visitors block or delete cookies.
The platform offers a user-friendly interface, and with its Self-hosted Matomo Analytics option, you can host it on your own servers, giving you even more control.
Being open-source with a supportive community is a major plus, as is the security bug bounty program that ensures data safety.
And unlike Google Analytics, with Matomo, you retain complete ownership of your data—no third parties will use it for advertising.
Price: Available upon request, but expect to pay $3,000+/month
Mixpanel is a powerful tool for analysing user behaviour, offering deeper insights than Google Analytics 4 when it comes to segmentation.
With Mixpanel, you can track both server-side and client-side events, giving you more flexibility in how you collect data.
One of its standout features is the ability to create custom segments using attributes and logic, making it easier to understand user behaviour.
It also offers better funnel and retention reporting than GA4, helping you figure out exactly where users convert or drop off in their journey. If you’re after more granular, actionable data, Mixpanel is definitely worth considering.
Price: Available upon request, but expect to pay $3,000+/month.
Woopra is a user-friendly platform that helps you create and share reports without needing any coding skills.
It tracks customer journeys across devices using deterministic methods, such as email or phone numbers, meaning you get a complete view of how users move through your funnel—from acquisition all the way to retention.
Unlike GA4, Woopra lets you customise the ID hierarchy to suit your business, so your data is unified and easy to analyse.
It also offers built-in automation features, like sending personalised emails or triggering workflows based on customer actions.
If you’re looking to streamline customer engagement and make data-driven decisions without the technical headache, Woopra has you covered.
Price: Freemium available
Finding the right marketing analytics tool is an essential task and should be given much consideration.
So, we hope the list above is enough to kickstart your search.
Most tools in this list are comparable to Google Analytics. They’re focused on tracking the behaviour of your website visitors rather than building a picture of your customer journeys and marketing impact.
Ruler, however, brings more to the table by tracking the movements of your individual visitors and helps coordinate your online and offline touchpoints.
Ready to upgrade your marketing analytics tool? Book a demo of Ruler and gain access to customer journey data and improve the quality of your reporting.
