10 Marketing Analytics Tools and Software for Data-Driven Marketers

Katie Holmes
26th November 2021

Consider these marketing analytics tools and invest in a solution that promises to give a more complete view of your marketing performance and return on investment.

When it comes to marketing analytics tools, it’s always tempting to settle for the first option you find. 

More often than not, however, the first tool you opt for isn’t always the best fit for your business. 

With that in mind, it’s always a good idea to examine and compare a few other options to ensure you’re getting the most out of your analytics reporting.

While that might sound straightforward, the process of finding the right marketing analytics tool can get complicated and overwhelming very quickly. 

There’s a lot to consider, such as pricing, features, integrations, customer support and more.

It’s a difficult task to know what’s right for your business.

To help set you off in the right direction, we’ve compiled a list of what we feel are some of the best analytics tools available for digital marketers today.

In this post, we’ll discuss:

Pro Tip

Marketing analytics tools are essential. They let you view the impact of your marketing campaigns on traffic and conversion metrics. 

Marketing attribution tools, however, allow you to go that one step further. They break down the barrier between marketing and sales by identifying which channels are driving revenue, not just clicks and conversions.

Learn more by reading our guide on marketing attribution tools and software

What are marketing analytics tools and why are they important?

Marketing analytics tools essentially monitor and compare the performance of your marketing efforts across multiple channels, campaigns, landing pages and more. 

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:

Why is Google Analytics the most widely used tool?

When it comes to monitoring and measuring marketing performance, most people will opt for Google Analytics. 

And, rightly so. 

Since its debut, it’s completely altered the way marketers collect data and track the effectiveness of their campaigns. 

Not only is it free to use, but it gives plentiful information regarding your website performance and lead generation strategies.

While Google Analytics provides some powerful features, there are still many components that users are missing to gain a complete view of their marketing effectiveness. 

Related: Limitations of Google Analytics and how to overcome them

For one, the data in Google Analytics is aggregated. It doesn’t offer any personally identifiable information about your website visitors. 

While aggregated data can provide you with a general overview of what’s happening, it’s somewhat unfair to group individual users, as each and every visitor will have unique needs and will embark on different journeys. 

Related: How to track individual users in Google Analytics

Secondly, Google Analytics was built to track website performance and collect visitor insights. So, it isn’t the best at measuring offline marketing campaigns and traditional channels of communication such as phone calls.

Related: How to connect online and offline marketing

For many businesses, form fills and online conversions are just one part of a wider strategy. There are a lot of businesses out there relying on digital marketing to drive leads away from the web, such as phone calls and in-store visits. 

But, with the lack of offline conversion tracking available in Google Analytics, marketers are left guessing about the performance of their campaigns based on little to no insight.

Google Analytics has its faults, but it does a lot of good. 

And, with a helping hand from other marketing analytics tools, it is possible to overcome these limitations and gain a complete view of your marketing performance.

Pro Tip

Are you using Google Analytics and want to get more out of your reporting?

Ruler allows you to track revenue for offline conversions in Google Analytics and breaks it down by different dimensions, such as traffic source, landing page and location. Download the guide below and boost the quality of your marketing reports.

How to unlock marketing revenue in Google Analytics

What should you look for in marketing analytics tools and software?

There’s a lot to consider when searching for the right marketing analytics tool. Below, we’ve listed some factors that you can take into consideration to help find the right marketing analytics tools and software for your business.

The best marketing analytics tools and software

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 Analytics

Ruler Analytics is a visitor-level analytics and marketing attribution 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. 

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. 

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. 

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.

Important note

Want to better understand your website visitors and measure the performance of your marketing campaigns more effectively? Book a demo of Ruler and see how it works for yourself.

Adobe Analytics

Adobe Analytics offers all the functionality you’ll need, including advanced statistics and machine learning, to help you and your team understand just how effective your marketing is at driving traffic and conversions.

Price: Available upon request, but expect to pay $30,000 to $100,000/year

Features: Multichannel data collections, customer variables, offline data integration, tag management, data warehouse, data feeds and more.

Amplitude Analytics

Amplitude Analytics is another powerful analytics platform designed to help businesses extract insights about user behaviour from website data. It includes real-time user analytics, including retention, funnels, revenue analysis and flexible user segmentation.

Price: Available on request

Features: Behavioral reports, predictive analytics, collaboration tools, custom solutions and event volume and more.


Funnel is a data collection tool that turns marketing and advertising data into automated reports to help you make smarter decisions about your budgets and targeting. It lets you quickly review your marketing data in one place, allowing you to understand how each channel contributes to your business goals. 

Price: From £319

Features: URL auto tagging, ad account organisation, excel reports, automatic data synchronisation, cross-channel analytics and more.

Heap Analytics

Heap captures all user interactions from apps on the Web and iOS without requiring the use of any conversion tracking code. It allows you to take a granular approach to measurement and lets you drill down into data on an individual basis.

Price: Freemium available

Features: Ad-hoc analytics, reporting alerts, event visualiser, data dictionary, autocapture and more.


KissMetrics is a powerful behavioural analytics tool that provides key insights about user interactions on your website. It assigns unique website visitor IDs and tracks interactions such as clicks, pages visited and conversions. 

Price: From $299.00 per month

Features: Management of data, events, reporting, campaigns, customer profiles, accounts, billing and more.


Looker is a powerful business intelligence (BI) tool that lets you track customer interactions across all touchpoints. It offers a user-friendly workflow that lets you create data visualisations to help you understand your customers more interactively.

Price: Available upon request, but expect to pay $3,000+/month

Features: Multichannel tracking, predictive analytics, data visualization, campaign activity and more.


Matomo is easy to set up and includes many of the advanced features you’d expect in an analytics platform, such as conversion tracking, real-time data and more. Matomo is an open platform that you can customise with plugins to make it your own.

Price: Available upon request, but expect to pay $3,000+/month

Features: Custom event tracking, segmentation, conversion tracking, real-time reporting, custom reports, dashboards and more.


Mixpanel is another great analytics tool that helps you better understand your users. It provides detailed reports into product usage and user behavior that you can use to build better products.

Price: Available upon request, but expect to pay $3,000+/month

Features: Standard and custom event tracking, real-time reporting, interactive reports, team dashboards and alerts


Oribi is another analytics tool that allows you to track user conversions, engagements and sales without the use of complex code on your website. Unlike Google Analytics, Oribi breaks your data down into actionable insights, rather than simply displaying it and leaving you to do the reporting work.

Price: Available upon request, but expect to pay $3,000+/month

Features: Insights, event tracking, funnels, correlations, visitor tracking, attribution

What is the best marketing analytics tool?

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 Analytics, however, brings more to the table by tracking the movements of your individual visitors and helps coordinate your online and offline touchpoints. 

And, when integrated with Google Analytics, Ruler can unlock more exciting features and insights not readily available in the standard acquisition reports.

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.

book demo - revenue attribution - www.ruleranalytics.com