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:
- What are conversion tracking tools?
- Why conversion tracking in GA4 isn’t enough
- Best conversion tracking tools for marketers
💡 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.
Book a demo to see Ruler in action
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:
- optimise marketing strategies based on data-driven insights.
- allocate resources effectively by identifying high-performing channels.
- enhance user experience by understanding and addressing points of friction.
- fine-tune targeting to reach your most valuable audience segments.
- maximise return on investment through informed decision-making.
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:
- Its last-click model only attributes value to the final touchpoint, overlooking multi-touch customer journeys and downplaying the influence of earlier interactions.
- Google’s data-driven model operates as a “black box,” lacking transparency into how conversions are attributed and raising concerns about its accuracy and trustworthiness.
- Attribution tracking is capped at 90 days, posing significant challenges for companies with lengthy user journeys.
- GA4 fails to offer insights into what happens after a conversion, such as revenue contribution or customer lifetime value. While conversions are a good indication, they don’t tell the whole story. It’s the value those conversions bring that truly matters.
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.
- Ruler Analytics
- Adinton
- Adjust
- Adobe Analytics
- Funnel.io
- Heap
- KissMetrics
- Matomo
- Mixpanel
- Scaleo
💡 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:
- Customer journey tracking: View exactly which marketing channels and pages your visitors engaged with before converting into a lead or sale.
- Multi-touch attribution: Automatically attributes revenue to back the marketing source and touchpoints that played a role in converting leads into deals.
- ML Impression attribution: Links ad impressions to revenue, offering an advantage for brand awareness campaigns with minimal clicks.
- Predictive analytics: Predicts diminishing returns across ad channels through machine learning to identify the optimal allocation of spend.
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
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:
- Multi-touch attribution: Tracks user journeys across multiple touchpoints.
- Customizable dashboards: Visualise key performance indicators tailored to your needs.
- Marketing ROI measurement: Quantify the return on investment for your marketing campaigns.
- Fraud prevention: Detects and blocks fraudulent clicks and conversions.
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
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:
- Deep linking: Tracks user journeys from ad click to in-app action.
- Attribution SDK: Provides granular data attribution across marketing channels.
- Cohort analysis: Enables comparisons between different user segments.
- Fraud prevention: Detects and blocks fraudulent installs and activity.
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:
- Advanced segmentation: Analyse user behaviour based on detailed criteria.
- Attribution analysis: Determine which marketing channels contribute to conversions.
- Path analysis: Track user journeys through your website or app.
- Predictive modelling: Forecast future trends and user behaviour.
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
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:
- Session recording: Visually replay user sessions to understand their behaviour.
- Heatmaps: See where users click and scroll on your pages.
- A/B testing: Test different variations of your website or app to improve conversions.
- Funnel analysis: Identify drop-off points in your conversion funnels.
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
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:
- Automatic data capture: No need to manually set up event tracking.
- Funnel analysis: Identifies drop-off points in conversion funnels.
- Segmentation: Analyse user behaviour based on specific criteria.
- A/B testing: Test different versions of your website or app to optimise performance.
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
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:
- Funnel analysis: Identify and fix conversion leaks.
- User segmentation: Target specific user groups with tailored campaigns.
- Cohort analysis: Track the performance of different user segments over time.
- A/B testing: Test different marketing messages and website features.
Kissmetrics SaaS offers three pricing tiers: Silver at £199, Gold at £499, and Platinum with custom pricing.
Matomo
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:
- Privacy-focused: Complies with GDPR and other data privacy regulations.
- Self-hosted: Gives you complete control over your data.
- Customizable: Can be tailored to your specific needs.
- Open-source: Free to use and modify.
Matomo provides a free version, and premium plans start at €19 per month, determined by traffic volumes.
Mixpanel
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:
- Funnel analysis: Identify and fix conversion leaks.
- User segmentation: Target specific user groups with tailored features.
- Product insights: Understand how users interact with your product.
- A/B testing: Test different product features and functionalities.
Mixpanel provides both a free version and a free trial, with the paid version starting at $25 per month.
Scaleo
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:
- Affiliate program management: Create and manage multi-tier affiliate programs.
- Conversion tracking: Track conversions across various channels and sources.
- Multi-channel attribution: Analyse the impact of different marketing channels on conversions.
- Fraud prevention: Detect and prevent fraudulent clicks and conversions.
- Performance analysis: Analyse campaign performance and identify areas for improvement.
- Reporting and dashboards: Generate detailed reports and visualise key metrics.
- White-label solutions: Customise the platform with your own branding.
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.
