Professional analytics is one of the most important areas of work for any progressive marketer and internet entrepreneur. Today, in the era of total automation, numerous online services help with this. In this review article, we will tell you what are marketing analytics tools and introduce you to the 5 most popular platforms in 2024.

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Marketing Analytics Tools: What They are and How to Choose Them

Marketing analytics tools are services that help collect, process, and analyze marketing data from various sources. The insights gained through them are used to develop effective marketing strategies and make the right business decisions. One of the main advantages of such platforms is the automation of repetitive tasks. They eliminate the need for users to manually collect, sort, export, and upload information to third-party systems. With their help, specialists can view and extract data at all stages of the customer journey in real-time. This greatly simplifies and speeds up their analysis.

When choosing marketing analytics tools for your business, we recommend paying attention to the following factors:

  • Integrations. Professional services easily integrate with many data sources, in particular with web and email analytics tools, CRM, and social networks. This allows them to collect the most complete set of data and generate accurate insights. We remind you that you can independently configure various integrations in no-code mode using our SaveMyLeads service.
  • Functionality. One of the most important selection criteria is the number of functions the platform offers. Preference should be given to those systems that offer the widest range of tools, including web analytics, predictive analytics, AI, and machine learning algorithms.
  • Customization and scaling. The best marketing analytics tools should be flexible enough to adapt to the specifics of a particular business and the characteristics of its marketing. The potential for scaling will help you use them effectively as your business grows and develops.
  • Real-time reports and dashboards. The best platforms provide dynamic marketing reports in real-time. An equally significant advantage is the presence of interactive information panels. They help track indicators for each promotion channel, identify trends, and quickly make adjustments to campaigns if necessary.

Armed with this list of criteria, you can choose the analytics tools for marketing that best suit your business. We suggest starting the selection with the five services recognized as the best. It is possible that one of them will be ideal for you, and you will not have to waste time studying many other platforms.

Whatagraph

Our review of the best marketing analytics software begins with Whatagraph, a versatile platform for handling marketing data. It effectively automates repetitive tasks, converting diverse information regarding campaign outcomes into concise and informative visual reports. This service is particularly beneficial for digital marketers and agencies that deal with social networks, SEO, email marketing, and other online platforms.

Marketing Analytics Tools | Whatagraph


Key features:

  • The platform provides 45+ full-scale integrations with online advertising services, social networks, SEO platforms, CRM, and other systems. They allow you to connect all the necessary data sources and manage them in a few clicks.
  • Users can automatically collect and process information from Google Sheets, Google BigQuery, and any other channels through the API. Once connected, this data will instantly appear in reports and dashboards.
  • Whatagraph allows you to conveniently group and aggregate data and distribute campaigns into groups. Moreover, it makes it possible to combine information from different countries at one level, display metrics across several landing pages, and so on.
  • The service supports the integration of cross-channel data for more flexible management. In addition, it provides the ability to create new cross-channel metrics, apply agency markup, summarize information from multi-page reports, and instantly visualize data in the desired format.
  • The drag-and-drop interface helps you quickly and easily create charts and tables, add visuals and track goals, and post images and social media content in reports.

Whatagraph users have three pricing plans available, each with a 30-day money-back guarantee:

  • Essential – $249 per month (20 credits are issued for this amount, 5 users are provided).
  • Advanced – $499 per month (40 credits are issued for this amount, 10 users are provided).
  • Custom – the cost is calculated individually and provided upon request (120+ credits are issued, 20 users are provided).

The indicated prices are valid when paying for the year at once. Monthly payment is not supported. A 7-day free trial is available for new users.

Google Analytics 4

Google Analytics 4 (GA) is one of the widely known and popular digital marketing analytics tools. This platform helps marketers collect and process an impressive range of data about website traffic, visitor behavior, and advertising campaign results. With its help, you can effectively segment your audience, improve engagement, and interaction with it. GA 4 makes it possible to efficiently optimize marketing strategies and outperform competitors.

Marketing Analytics Tools | Google Analytics 4


Key features:

  • Google Analytics 4 provides updated engagement and retention reports with more detailed data about the actions users take on your site or app. With these reports, you can identify current trends, analyze user paths, and determine the areas where users arrive and depart.
  • The service allows you to track any user actions that are relevant to your business, such as watching videos or submitting forms. Custom conversions enable you to accurately measure the results of your campaigns and how they align with your marketing goals.
  • Advanced funnel analysis visualizes the user journey, identifying pain points or areas that require improvement. This feature helps optimize conversion flows and enhance the user experience.
  • The platform supports the segmentation of website/app visitors into target groups, allowing you to implement different strategies for each group.

Thanks to advanced tracking technologies and powerful analytical capabilities, the fourth version of Google Analytics consistently maintains its position as one of the top marketing analytics tools. The availability of a completely free plan with a standard package of tools further adds to its appeal. Additionally, there is a paid Google Analytics 360 plan that offers increased data limits and an expanded set of functions. The cost of this plan is calculated individually and is available upon request.

Salesforce Marketing Cloud

Salesforce Marketing Cloud (SFMC) is a popular representative of the group of advanced analytics tools for digital marketing. This platform offers integrated solutions for analyzing and managing campaigns via email, social networks, mobile applications, websites, SMS, and more. With it, you can collect analytics data from all marketing channels on one platform. It will also help you deliver personalized ads to all segments of your audience.

Marketing Analytics Tools | Salesforce Marketing Cloud


Key features:

  • Marketing automation tools will help build customer journeys through different channels of communication with them: websites, mobile devices, email, advertising networks, and even the Internet of Things.
  • The Audience Builder feature allows you to create a complete image of each client based on data obtained from all sources used. This way, you can identify and segment your target audience.
  • Einstein's predictive AI capabilities enable flexible personalization of marketing campaigns. Machine learning algorithms analyze customer profiles and select the most relevant content for them.
  • Salesforce Marketing Cloud helps you effectively measure and track the results of all your campaigns. The service collects the most complete set of data, providing businesses with valuable insights in the form of detailed reports and predictive analytics.

A number of tariff plans are available to users of this marketing analytics software:

  • Marketing Cloud Engagement – from €1,250 per month per organization.
  • Marketing Cloud Account Engagement – from €1,250 per month.
  • Data Cloud for Marketing (consumption-based model) – €108,000 per year per organization.
  • Marketing Cloud Personalization – from €108,000 per year per organization.
  • Marketing Cloud Intelligence – from €3,000 per month per organization.
  • Loyalty Management – from €20,000 per month per organization.
  • Referral Marketing – from €12,500 per month per organization.

Payment for any tariff plan must be made for the year at once. Monthly payment mode is not provided.

Semrush

The Semrush platform is one of the best digital marketing analytics tools. Its popularity was brought about by a powerful set of functions for SEO sites, but its capabilities are not limited to them. Today, the service has more than 50 functions available for analyzing online advertising of various types and formats. Semrush helps marketers and entrepreneurs target search queries, optimize web pages, analyze competitors, and more.

Marketing Analytics Tools | Semrush


Key features:

  • The platform provides a package of on-page and technical SEO tools useful for website search engine optimization.
  • Using an SEO audit, you can comprehensively check all pages of a web resource, collecting detailed information about performance, errors, and other important indicators.
  • With the Keyword Research feature, users can create a list of the most relevant queries for their niche and improve their site ranking. It also allows you to manage your target keywords, rank them, and collect organic traffic data.
  • The Competitive Research tool collects and processes a lot of information about competitors' websites. With its help, you can study the share of paid and organic traffic, the keywords they use, traffic by country, and the volume of backlinks. In addition, you will get the opportunity to compare the performance of your site with their resources.
  • The Link Building feature helps partially automate the process of creating backlinks by finding and analyzing suitable opportunities for this.

Semrush can be used for free, but with significant limitations (creation and maintenance of 1 project, up to 10 requests to Analytics reports per day, tracking up to 10 keywords). The tariff line of the service is represented by 3 plans:

  • Pro (for beginners and small teams) – $108.33 per month.
  • Guru (for agencies and medium-sized businesses) – $208.33 per month.
  • Business (for large agencies and enterprises) – $416.66 per month.

The indicated prices are valid subject to payment for the year immediately. If you pay monthly, prices will be higher. Each plan comes with a 7-day free trial period, as well as a refund guarantee during this period.

TapСlicks

TapСlicks is one of the authoritative tools for marketing analytics, successfully operating since 2009. The platform provides powerful automated reporting and analytics management tools for online marketing campaigns. It is in demand among digital agencies, media companies, and enterprises from other areas of business.

Marketing Analytics Tools | TapСlicks


Key features:

  • The tapAnalytics product helps you manage active advertising campaigns flexibly by collecting and segmenting data from all promotion channels. It has features for selecting and grouping data, calculations, and custom metrics. In addition, it provides the ability to analyze and visualize data, search for trends, track progress, and more.
  • The tapReports solution allows you to create marketing reports of various types and formats. To do this, it integrates with many popular online marketing platforms, including TikTok Ads, Facebook Ads, Shopify, Amazon Ads, and more. The resulting reports can be easily and quickly shared with colleagues and clients.
  • The tapOrders tool optimizes the processes of receiving and processing orders, supporting integration with popular booking, invoicing, and online payment processing services.
  • The "multitool" tapWorkflow provides a set of tools for automating tasks and workflows. With it, you can complete tasks faster and more efficiently, delegate them to colleagues, and manage a single workspace flexibly.

TapСlicks offers you the opportunity to design your own personal tariff plan by selecting the necessary tools. Accordingly, the cost of the service will be individual for each user. A 14-day free trial period allows you to evaluate the capabilities of the platform and decide on the set of required functionality.

Conclusion

We have collected a wide range of services for you in this article. These include direct email marketing analytics tools, platforms for SEO analysis, universal systems for managing Internet marketing campaigns, and even ecommerce-CRM. Some of them provide numerous tools for various areas and tasks, while others have a more specific focus. They also vary significantly in terms of pricing policies. The most affordable paid service is Semrush, with a starting cost of $108.33 per month. Other platforms have higher prices. However, almost all of them offer a free trial period of 7–14 days.

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