10 Marketing Performance Tools and Software to Consider in 2022

Katie Holmes
1st April 2022

Consider these marketing performance tools and track which techniques drive the most valuable leads, sales and loyal customers.  

It’s no secret. 

Marketing measurement is critical to your success.

But, according to our survey, we found that just 23% of marketers are confidently tracking the right KPIs. And, in an additional survey, 80% of marketers admitted that they struggle to demonstrate the effectiveness of their marketing spending, campaigns, and activities.

While tracking marketing efficiency is a shared challenge for many, it’s not impossible. 

With the right marketing performance tools at your disposal, you can easily identify which marketing channels are most effective for your business and optimise your campaigns for maximum results. 

Keep reading to see our list of the best marketing performance tools and how they can be used to achieve more success.

In this article, we’ll discuss:

Pro Tip

Ruler is a powerful marketing performance tool. Its marketing attribution allows you to track data on a visitor level, allowing you to successfully assign leads and marketing-generated revenue across multiple sessions, campaigns, ads, keywords and more.

Learn everything you can discover in Ruler Analytics

What is a marketing performance tool and why are they important?

In essence, a marketing performance tool is a piece of technology that helps measure the success of your marketing efforts. 

They’re used to track performance and optimise your marketing strategies to deliver greater value. 

Without marketing performance tools, you’re left stumbling in the dark. 

You have no real way to determine which marketing efforts are working to drive high-quality traffic and leads to your website. 

And as a result, you leave yourself at risk of tanking your marketing strategies and revenue potential.

What are the different types of marketing performance tools?

While there are many different types of marketing performance tools, most share the same goal. 

That is to give you more visibility over your marketing effectiveness and inform better decision-making. Marketing performance tools generally fall under the following categories, but aren’t limited to: 

Marketing analytics tools: Essential to running a high-converting website, marketing analytics tools track, measure and report on your website activity. That could include users, page views, bounce rate, conversions and more. 

Marketing attribution tools: As we’ve just discussed, web analytics is the measurement, collection, analysis, and reporting of web data. Marketing attribution tools, however, allow you to track which marketing channels have the greatest impact on business metrics, including leads and revenue.

Pro Tip

A prime example of a marketing attribution tool would be Ruler. Our closed-loop technology tracks users through their full customer journey and attributes actual revenue back to your marketing touchpoints when they close into a sale or deal. 

See how Ruler attributes revenue to your marketing

Marketing reporting tools: These tools make the process of gathering and analysing metrics a lot easier. Marketing reporting tools help organise your marketing data and insights that you share with your clients and stakeholders.

Data visualisation tools: As the name suggests, these tools seamlessly create visual and insightful reports that you can share with your company executives and clients.

Things to consider when choosing a marketing performance tool

There’s a lot to consider when searching for a marketing performance tool. When choosing your tools, there are a few rules of thumb you should look for:

Easy to manage and affordable

Before anything, you need to ensure the tool is affordable for you. Compare prices of prospective tools to see what’s most cost-effective. It’s not uncommon for providers to have additional charges for set-up, integrations and extra users.

Integrates with your favourite tools

The tool you land on should have the functionality to integrate with your other sales and marketing tools. Integrating your marketing performance tool with your CRM, for example, will provide you with a single view of what is and isn’t working to drive profitable outcomes for your business. 

Related: Key CRM integrations you need to consider

Allows for team collaboration

If you have several teams working from the same data, it makes sense to invest in a tool that allows for multiple users. Your tools should be equipped to support sales and marketing alignment for better KPI setting and tracking. 

What tools do performance marketers use?

Measuring progress and showing value is tough without the right tools. There isn’t a one-size-fits-all when it comes to marketing performance tools. But to help, we’ve shortlisted some powerful solutions for you to consider and review.

Ruler Analytics 

Ruler is a leading tool for tracking leads and reporting on marketing performance. Its marketing attribution technology allows you to connect revenue directly to your marketing efforts.

Ruler works by identifying your website visitors and tracks their customer journey over multiple sessions, keywords, ads, campaigns and more. 

Related: How to view full customer journeys in Ruler 

Once a user completes a conversion whether that’s via form fill, phone call or live chat enquiry, Ruler will automatically match their contact details to their marketing touchpoints and send all this data to your CRM.

When a lead moves to a new stage in the pipeline, the data is passed back to Ruler. This allows your marketing team to see which types of leads are falling through the cracks and which channels are driving the highest value opportunities. 

Eventually, a lead will close into a sale or deal. When that happens, the value from the deal is sent back to Ruler. 

Related: How Ruler attributes revenue to your marketing

Here it’s attributed across each marketing touchpoint your lead engaged with during their customer journey.

That’s not all. 

Ruler seamlessly with most sales and marketing applications, allowing you to see revenue and attribution data in the tools you use every day. 

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 more information on Ruler and the services we offer? Book a demo to see Ruler in action and learn how it can help evidence your marketing’s impact on revenue. 

Schedule a free demo of Ruler


Clicky is a powerful tool for tracking marketing performance and website behaviour and makes a great alternative to Google Analytics. It offers several integrations and plugins suitable for many platforms, allowing you to pass your performance data between your favourite tools. 

With Clicky, you get a free 30-day trial to their Pro account, which gives you the chance to try out their premium features. 

Google Analytics

Google Analytics is by far the most popular marketing performance tool on our list. In fact, 90% of marketers consider Google Analytics their go-to solution for measuring web and marketing performance. 

Google Analytics offers a comprehensive set of features and metrics that can help measure and manage your digital marketing efforts.

Pro Tip

The data in Google Analytics on its own doesn’t give you the full you need to measure and optimise marketing efforts. By integrating Ruler, you can unlock more data on which marketing sources drive the highest quality leads and revenue. 

How to unlock marketing revenue in Google Analytics

There are two versions of Google Analytics. The standard version of Google Analytics is free and really easy to set up. Google Analytics 360 is the paid version and offers a tier-based pricing package, but note that it can cost anywhere up to £150,000 a year.


Fathom Analytics is an easy to use measurement tool, with data and visitor privacy at the forefront of their product. While Fathom doesn’t track personal data, it does collect the important stuff such as which pages are most engaging and which have the highest bounce rate. 

Pricing for Fathom costs $14 per month for up to 100,000 pages. It does offer a free trial so that you can check out its features before you make any commitments. 


Funnel is a data collection tool that takes your marketing performance data and uses it to create powerful reports that you can share with your clients and stakeholders. It can pull in cost data across all your advertising channels and combine it with your transaction data, allowing you to see what is and isn’t working.

There are four pricing tiers for Funnel.io. Essentials at $399 per month, Plus at $999 per month, Enterprise at $1,999 per month and Agency Small at $399 per month.


Like most tools on this list, Heap is a web analytics and marketing measurement tool that allows you to capture and track every user interaction on your website. Heap Analytics is packing many features designed to help you measure and optimise your marketing efforts. 

Pricing for Heap Analytics is based on session volume. It has a freemium option for websites that have up to 10K sessions per month. If you exceed that limit, then you can expect to pay anywhere from $3,600 annually. 


HubSpot is an all-in-one marketing and sales analytics tool. It has a lot of features across its many offerings that allow marketers to measure and evaluate the success of their campaigns. Like Ruler, HubSpot offers attribution, but it’s only available if you have the enterprise package.

Related: What is HubSpot attribution (+ a more affordable solution)

HubSpot’s pricing model is complex. They have a pricing page that details all of their plans and fees. Your best bet is to stick with the Marketing Hub plan. But, that can cost you anywhere between £38 to £2,624 per month. 


Kissmetrics is a complete web analytics tool that lets you see just about everything you could ever want about your website visitors. It’s a behavioural analytics solution that assigns unique website visitor IDs and tracks interactions such as clicks, pages visited and conversions.

There are three pricing tiers for Kissmetrics. Silver at $299 per month, Gold at $499 per month and Custom. 


Matomo Analytics is a powerful analytics platform that offers a variety of features to track and measure your web and marketing activity. One notable benefit of Matomo is that they don’t use data sampling. In other words, you get 100% accurate reporting.

Matomo has a free version and offers a free trial. Matomo’s paid version starts at $9 per month.


Another worthy alternative to Google Analytics, Mixpanel provides reliable data on your web and marketing performance. It’s an event-driven tool and is most suitable for businesses that manage websites and apps with lots of user interactions. 

Mixpanel has a free version and offers a free trial. Mixpanel’s paid version starts at $25 per month.

What’s the right marketing performance tool for you?

Choosing marketing tools can be a challenge with so much choice. But, we hope our list of tools has given you some insight and inspiration to get started. 

Most of the tools on this list allow you to track and analyse marketing metrics related to website performance, online advertising, SEO, marketing campaigns.

That said, they don’t provide much insight into the impact of marketing on the bottom line, which is what most clients and stakeholders want to know.

Ruler, however, can. 

It allows you to track traditional metrics available in most marketing performance tools whilst attributing revenue across multiple campaigns, ads, keywords and more.

Want more info on Ruler? Learn how Ruler attributes revenue back to your marketing or book a demo to see how it can improve the quality of your marketing reports.