10 Digital Marketing Reporting Tools and Software to Consider in 2023

Katie Holmes
12th May 2023

Track performance and gain powerful insights about your campaigns with these digital marketing reporting tools. 

Measuring your marketing is key for giving you the insights you need to successfully grow your business and ROI.

The no-brainer way to start measuring your marketing is by using digital marketing reporting tools. 

But, with so many options available, it’s a daunting task to understand which platforms you need to measure your marketing effectiveness

Marketing reporting tools come in all different shapes and sizes. So, we’ve put together our recommended list of digital marketing reporting tools to help you choose the best one for your needs. 

In this article, we’ll discuss:

💡 Pro Tip

Ruler makes the process of tracking your marketing performance effortless. It tracks data on a visitor level, allowing you to successfully attribute leads and revenue across multiple campaigns, ads, keywords and more.

Book a demo and see how Ruler tracks marketing performance

What is a digital marketing reporting tool? 

A digital marketing reporting tool allows you to report, measure and present your marketing performance and key metrics such as clicks, leads and ROI.

The goal for almost any marketer is to maximise the effectiveness of their marketing activities and justify investments. 

A digital marketing reporting tool allows marketers to achieve just that. 

With digital marketing reporting tools, marketers can collect and compile data from various sources, such as social media, email marketing, paid advertising, and website analytics, into a single dashboard or report.

The best marketing reporting tools allow you to: 

💡 Unlock more tips

Chances are you’re here because you want to gain a better understanding of your marketing performance. If so, the guide below walks you through marketing measurement, the key metrics you need to track, and how to best measure them.

Download your complete guide to measuring your marketing

What are the different types of digital marketing reporting tools?

Just like there are several different marketing channels, there are different types of digital marketing reporting tools.  

There are various kinds of digital marketing reporting tools with unique benefits and functions, but the most common generally fall under these categories:

Marketing analytics software: These tools collect data on your website user activity. They essentially show you how visitors arrive at your website and what they do once they get there.

Marketing attribution software: Like analytics software, marketing attribution tools provide valuable insights about your website visitors. One additional benefit of attribution tools is that they allow you to identify which channels are driving the highest converting leads and revenue.

Take Ruler Analytics, for example. Ruler it’s an attribution solution that tracks your visitors as they interact with your company at every touchpoint, allowing you to successfully attribute leads and revenue across multiple campaigns, ads, keywords and more.

💡 See Ruler in action

We have plenty more to share on Ruler and how it works further down. Or, if you’d prefer to cut to the chase, you can book a demo to get a more in-depth look at how Ruler helps prove the effectiveness of your marketing tactics. 

See first-hand how Ruler proves marketing effectiveness

Business intelligence software: With business intelligence tools, managers and executives can easily collect, store, and analyse data and make well-informed organisational decisions.

Data visualisation software: If you’re looking to tell a story with your data, the data visualisation software is what you need. Data visualisation tools essentially extract and present your data through charts, tables, and other easy to understand visualisations. 

What to look for when choosing a digital marketing reporting tool?

Choosing the right digital marketing reporting tool can be a complex process, with many options to consider. To help, we’ve listed some factors that you can take into consideration to help find the right solution for your marketing team. 

What are the best digital marketing reporting tools?

As discussed, many reporting tools can help you to measure the performance of your marketing.

It’s for this reason we’ve featured a variety of solutions with a diverse set of features and benefits to ensure that there is something for everyone out there. Let’s jump into our recommendations and discuss why they’ve made the list: 

Ruler Analytics 

If you’re looking for a reporting solution to demonstrate how your marketing impacts revenue, then Ruler is the tool you’ve been looking for. We may sound biassed but roll with us for a moment. 

Ruler is a marketing measurement tool that takes the best of multi-touch attribution and marketing mix modelling. It works by tracking every visitor over multiple sessions, traffic sources, keywords and more. 

Related: How to view full customer journeys in Ruler

When a website visitor completes a conversion, whether that’s via form fill, phone call or live chat, Ruler will send all of the data it has captured about your lead to your CRM or sales tracking system. 

Once 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 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. 

Of course, with changes to third-party cookies and iOS 14.5, it’s not always possible to attribute revenue back to your user’s touchpoints using multi-touch attribution. 

But this is where Ruler’s marketing mix modelling can help. 

Ruler’s MMM integrates multiple data sources and considers various factors that may affect business outcomes, such as ad spend, impressions, economic conditions, and competitive activity.

Once it’s collected enough data, Ruler will show you the marketing sources (online and offline) that are contributing the highest value leads, opps and deals for your business. 

It then predicts the point at which additional investments will no longer result in a significant conversion or ROI.

Pricing for Ruler starts at £199 a month, with plans based on features and the number of website visitors. You can save 20% by paying annually and there are special rates for agency partners.

Pricing for Ruler starts at £199 a month, with plans based on features and the number of website visitors. You can save 20% by paying annually and there are special rates for agency partners.

💡 Pro Tip

Ruler is a powerful measurement tool that unifies your marketing, sales and customer data to uncover what drives revenue (and what doesn’t). Don’t just take our word for it. Book a demo and see how Ruler can help you track key marketing metrics and revenue impact.

Book a demo and start improving your reports


AgencyAnalytics makes our list as one of the most popular marketing reporting tools.

Primarily designed for agencies and marketing consultants, AgencyAnalytics allows you to track your key metrics, connects your data from multiple sources, and lets you build and share reports with your teams, executives and/or clients. 

There are three pricing tiers for AgencyAnalytics. Freelancer at $10 per month, Agency at $15 per month, and Enterprise that offers customisable pricing. 

AgencyAnalytics offers a risk-free trial for 14 days. There’s no credit card required, so you can know precisely what you’re getting before making any commitments.


DashThis is another reporting and data visualisation tool and is comparable to AgencyAnalytics. 

It can pretty much automate all your reporting—from connecting all data sources in a single report to dynamic visual representation. 

If you’re an agency and manage multiple campaigns for various clients, then DashThis is a great tool to add to your arsenal. 

DashThis offers four pricing options. Individual from $33 per month, Professional from $109 per month, Business from £209 per month and Standard from $339 per month. 


Another powerful data visualisation and analytics tool is Databox. It pretty much has metrics for all your tracking needs. 

Databox connects all your data sources and gathers your most important metrics in one dashboard, allowing you to gain a complete view of your marketing, sales and business performance. 

One key advantage of Databox is that it offers a forever-free account you can use to build dashboards and track performance. This includes three data source connections, the standard features and 60+ integrations. 

Databox also offers three pricing options. Starter from $72 per month, Professional from $135 per month and Performer from $231 per month. 

Google Analytics

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

As it says on the tin, Google Analytics is a web analytics service that provides statistics and insights into your customer’s behaviour, user experience, online content, device functionality and more.

💡 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 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.


Klipfolio is a powerful platform for self-service business intelligence, data visualisation, and marketing reporting. It provides users with an easier way to analyse and track data and statistics.

The main benefits of Klipfolio are its accessibility and built-in templates. It has many different types of charts, bullet charts, and scatter plots to present and display your data. 

Klipfolio claims to offer rock-solid reporting without the heavy price tag of traditional business intelligence tools. There’s a freemium plan available and three pricing options to choose from. Plus from $99 per month, Pro from $229 per month and Custom. 


A reputable alternative to Google Analytics, Mixpanel provides reliable data and insights on your web and marketing performance. 

While Mixpanel provides the tools to track your web and marketing performance, it really shines when utilised as a product analytics tool. Unlike Google Analytics, Mixpanel can track your product usage and feature activation, allowing you to analyse key customer event data and identify trends. 

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


Among the many data visualisation tools, there’s one solution that stands out—Tableau. It’s a sophisticated platform that allows you to visualise your data and leverage analytical insight across your organisation. 

Tableau’s unparalleled capabilities of visualising data are on top of the list of benefits. It has many desirable charts and graphs through which you can present and display your data to clients and company executives. 

There’s a free version of Tableau, but with limited capabilities. Tableau’s pricing is available in three subscription options. Tableau Creator from $70, Tableau Explorer from $35 per month and Tableau Viewer from $12 per month. 


TapClicks is a business intelligence and analytics solution that offers digital marketing reporting for agencies and media companies. It has all the features you’d expect to find in a business intelligence tool, such as automated reporting, custom reporting widgets and integrations with thousands of data sources. 

TapClicks has three analytics and reporting packages. Basic starts at $499, Pro starts at $999 and Elite offers customisable pricing packages. You can get a free trial of TapClicks to try it out before committing. 


Last but certainly not least, we have Whatagraph. A cross-channel reporting and analytics tool that allows businesses to track, measure, and analyse marketing performance. One of the key features of Whatagraph is that it helps marketers build dashboards that give real-time status about each channel or campaign.

Whatagraph has three pricing packages available. Professional from $199 per month, Premium from $299 per month, and Custom. One thing that makes Whatagraph so appealing is that it offers a 30-day money-back guarantee on all its pricing plans. If, for any reason, Whatagraph didn’t live up to your expectations, you can ask for a refund.  

What is the best marketing digital reporting tool?

Choosing the right digital marketing reporting tool is essential to your success and should be given much consideration. 

So, we hope our list comes in handy during your search. 

Most tools in this list provide an overview of your marketing metrics and performance, which we can all agree is useful. 

But, if you’re serious about tracking the true performance of your marketing, you ideally need a tool that can track how each and every marketing channel, campaign, ad and keyword impacts your bottom line. 

And this is where Ruler steps up to the mark. 

With Ruler, you can generate deeper and more valuable insights into your marketing ROI and make more data-backed decisions on where to invest your budget. 

Ready to upgrade your marketing reporting? Book a demo of Ruler and see how it can enrich your marketing reports with better quality data and insights.