10 Conversion Tracking Software and Tools for 2024

Katie Holmes
19th February 2024

Unlock powerful data across the entire customer journey, identify your most profitable areas of marketing, increase revenue, and reduce your advertising costs with conversion tracking software.

For years, Google Analytics has reigned supreme as the go-to platform for conversion tracking. But as marketing landscapes evolve, so too must our tools. 

Though Google Analytics has been a mainstay for conversion tracking, it’s struggling to keep pace with evolving user journeys. 

Complex multi-touch journeys often fall through the cracks, limited attribution models create significant blind spots, and visibility into post-conversion actions like closed revenue remains frustratingly out of reach. 

It’s time to move beyond these limitations and embrace a new era of conversion tracking software, a topic we’ll unpack in this post.

Here’s what you’ll learn: 

💡 Pro Tip: Ruler does a lot more than track your conversions. It tracks data on a visitor level, allowing you to successfully attribute conversions and marketing-generated revenue across multiple campaigns, ads, keywords and more. Track where your conversions and leads came from with Ruler

What are conversion tracking tools?

Conversion tracking software lifts the lid on your marketing efforts, revealing the valuable actions users take after interacting with your website or campaigns. 

But what exactly is it, and how does it work its magic?

Conversion tracking software goes beyond vanity metrics like clicks and impressions, delving deeper to capture the actions that truly matter, such as leads, purchases, sign-ups, downloads—any action deemed significant to your business.

By implementing tracking codes and leveraging advanced analytics, this software paints a clear picture of your user journeys, allowing you to:

Why conversion tracking in GA4 isn’t enough

Chances are you rely on Google Analytics to track your conversions. 

You wouldn’t be alone. We discovered that 90% of marketers rely on Google Analytics as their primary solution for tracking performance.

But, we are noticing an increase in inquiries from marketers who were previously dependent on GA4 for conversion tracking and are now seeking alternative solutions. 

Here’s why: 

Google Analytics 4 tracks website metrics well but lacks in demonstrating revenue contribution and validating marketing efforts. By using the right conversion tracking software, you can easily address these gaps.

What’s the best conversion tracking software for marketers?

So, you know the importance of conversion tracking tools, but which one is the right fit?

We’ve put in the research and shortlisted some of the best conversion tracking software and tools—designed to help you track user journeys and unlock powerful optimisation insights. 

💡 Please note: Pricing information is subject to change and may vary depending on specific needs and negotiated rates. It is recommended to visit the official websites of each platform for the latest pricing details.

Ruler Analytics

First on our list is Ruler. We may sound biased, but once you see it, you’ll understand why.

Ruler track your visitor’s click-path journeys across different visits and sources. When they convert, Ruler connects them to their marketing touchpoints, giving your marketing and sales team the complete picture.

Related: How to view full customer journeys with Ruler

Ruler seamlessly integrates with your CRM to transfer conversion and marketing source data. Once these leads convert, customer information and revenue data are sent back to Ruler, were its attributed back to the different touchpoints that ultimately led to the conversion.

Key features:

Pricing for Ruler starts at £199 a month. You can save 20% by paying annually and there are also discounted rates for agency partners.

💡 Pro Tip: Want to learn more? See first-hand how Ruler can track your entire customer journeys and attribute revenue to your marketing leads. Book a free demo


Adinton is a comprehensive marketing attribution platform that goes beyond basic conversion tracking. It utilises multi-touch attribution and advanced analytics to deliver insights into user journeys across various channels, including paid advertising, organic search, and social media.

Key features:

At present, Adinton doesn’t have a pricing page, implying potential higher costs. However, you have the option to request a personalised quote through a call.


Adjust is a mobile app marketing attribution platform that helps businesses track user behaviour across different marketing channels and measure the effectiveness of their campaigns. It offers attribution, measurement, and fraud prevention solutions for mobile apps.

Key features:

There’s a free plan with limited features and data. Paid plans start at $49 per month, offering more features and higher data caps. Customised enterprise pricing is available for specific needs.

Adobe Analytics

As part of the Adobe Marketing Cloud, Adobe Analytics offers a robust conversion tracking solution. It provides detailed user behaviour data, including page views, clicks, and custom events, alongside powerful segmentation and reporting capabilities.

Key features:

Pricing for Adobe Analytics varies depending on the level of support and service you need, but you can expect to pay from $100/user/month.


Funnel.io focuses on visualising and optimising marketing funnels. It offers visual funnel builders, landing page optimization tools, and conversion tracking features to help businesses improve their conversion rates.

Key features:

You can start with a free plan, offering limited features and data. Paid options start at $199 per month, providing additional features and increased data caps. You’ll need to opt for custom enterprise pricing for unique solutions.


Heap is a product analytics platform that automatically captures all user interactions within your website or app. It provides insights into user behaviour, funnel analysis, and A/B testing capabilities.

Key features:

Begin for free with up to 10k monthly sessions. To access the Growth plan, sign up and install the free snippet for an estimate. And for personalised pricing, simply request a quote by requesting a demo.


KissMetrics is a customer analytics platform that helps businesses understand their users and optimise their websites and apps. It provides insights into user acquisition, engagement, and conversion.

Key features:

Kissmetrics SaaS offers three pricing tiers: Silver at £199, Gold at £499, and Platinum with custom pricing.


Matomo (formerly Piwik) is an open-source web analytics platform that provides website owners with complete control over their data. It offers features similar to Google Analytics with greater data privacy and customisation.


Key features:

Matomo provides a free version, and premium plans start at €19 per month, determined by traffic volumes.


Mixpanel is a product analytics platform that helps businesses track user behaviour and measure the impact of their product decisions. It offers funnel analysis, user segmentation, and A/B testing capabilities.


Key features:

Mixpanel provides both a free version and a free trial, with the paid version starting at $25 per month.


Scaleo is an affiliate marketing software platform that provides features for managing affiliate programs, tracking conversions, and analysing performance. It offers capabilities for multi-channel attribution, fraud prevention, and campaign optimisation.


Key features:

Scaleo’s entry-level plan starts at $299 per month, and you can scale the pricing vertically based on your specific requirements.

Need help finding the right conversion tracking tool for you? 

Doing marketing without conversion tracking is like running a marathon with no finish line – you’ll keep moving, but towards what?

Rather than guessing which digital marketing strategies are generating revenue, use conversion tracking software and start evidencing the effectiveness of your campaign.

Choosing the right solution is no simple task, but hopefully, we’ve made the process a little easier for you by shortlisting the best conversion tracking tools for marketers.

If you’d like to hear more about Ruler, then feel free to book a demo with our analytics experts and take your end-to-end conversion tracking to the next level.