Have you ever felt like someone is watching you? ⚡ Most users know that websites track information about our visits when we navigate. Yet, we usually don’t bother to ask what data they track and why.
Some of this website information enables website owners to ensure the website works smoothly, but a large share they used to track and monitor user behavior. Details on clicks, scrolls, highlights, and selected elements allow them to see what people do to enhance their experience and tailor marketing.
How do websites track user behavior? They integrate website resources with website traffic monitoring tracking tools. Even though website owners can track some information without additional tools, first-party tracking is limited. Hence, they adopted one of the professional website tracking tools that generated advanced statistics on website usage and customer behavior.
With this website tracking tool, you can check:
- Website interactions
- Bounce rate
- Session duration or time on page
- User source and medium
- Device type (desktop, tablet, or mobile)
- Visitor location
- New vs returning users
- Conversion path
- Event tracking
Since website tracking tools provide data in timely reports and visualizations, using them is easy. You don’t need to process or aggregate any data manually.
This article provides an overview of the top 15 website tracking tools. Learn more about their unique capabilities below.
The List of 15 Top Website Tracking Tools
Here are the most frequently used website tracking solutions to consider.
#1. Google Analytics
The GA website tracking tool measures your website traffic and displays the best- and worst-performing pages. You can also track new and returning users, retention, conversions, and events. This tracking tool is the foundation of marketing and SEO website analytics. And it is usually applied with other website tracking software for a more powerful effect.
- Traffic measurement
- Audience reports
- Advanced filtering
- Channel grouping
Users: Airbnb, Slack, Udemy, Uber
Google Search Console is a free tracking tool that can help you improve web ranking. It records Google Search data on keywords and traffic. You won’t have much information about user behavior, but you get valuable details on what people search for online. This way, you can better optimize your website SEO to make more people find it.
- Google crawling and indexing checks
- Keyword analytics
- Links from other websites to your website
Users: Most websites that aim to rank on Google
Plerdy Heatmaps – a qualitative analysis of behavioral factors that allows you to re-equip your website in such a way that it is as convenient and understandable as possible.
You can insert several animated elements, pop-ups, and other things within the website thanks to modern features. As a result, numerous separate pieces may be present at once, layered on one another, within the website. And it’s crucial to know which of them triggered the user’s response. You may gather precise heatmaps using Plerdy that will demonstrate the efficiency of various blocks. Your sales can be optimized by eliminating the ones you don’t need and enhancing the ones that receive the most attention.
Key specials compared to competitors:
- Data update in real-time.
- Accurate tracking of user clicks on dynamic interface elements.
- Correct work with the mobile version of the website.
- Information about your visitors is quickly and accurately tracked and segmented by traffic source, device type, and time period. Thanks to this, you can effectively optimize the website for your own audience.
Users: Subaru, SoftServe, Honda, KredoBank
#4. Adobe Analytics
Website analytics is a part of the more extensive capabilities of Adobe Experience Cloud. Compared to other tracking tools on this list, Adobe Analytics focuses on marketing and data integration.
- Predictive analytics
- Integrated data from multiple channels
Users: Zendesk, Lewis, Asos, Ford
Ahrefs is a beloved tracking tool for SEO experts running keyword analysis and researching competitors. It doesn’t track what people do on your website but displays comprehensive data on its Google Search position and the rankings of similar websites.
- Detailed keyword analysis
- Information on competitors
- Website SEO issues detection
Users: Netflix, eBay, Shopify
Mixpanel is a product analytics tracking tool. This platform is designed for product teams seeking to improve in-app user experience. It analyzes how users engage with the application, tracks what actions they complete, where they come from, etc.
- In-app user behavior analytics
- Customer retention features
- Detailed data on user conversion and drop-off
Users: Rakuten Viber, GoDaddy, BuzzFeed
Mogul is a SaaS company’s subscription and revenue tracking tool. You can measure churn, revenue, sales, customer lifetime value, subscribers, and other metrics that reflect your market success (or failure).
- Subscription reporting
- Data tracking, auditing, editing, and enrichment
Users: Typeform, DocSend, Linux Academy
Matomo offers a traffic analytic tracking tool for websites and mobile apps. You can get reports on top keywords and search engines, top page URLs, user countries, operating system, desktop vs. mobile, engagement (time on site, pages per visit, repeated visits), custom variables, top entry/exit pages, etc.
- Customizable dashboards
- eCommerce analytics
Users: NASA, United Nations, Amnesty International
Kissmetrics has product and marketing analytics tracking tools for SaaS and eCommerce companies. It’s more suitable for enterprise-level use than for tracking separate user actions.
- Separate plans for SaaS and eCommerce businesses
- Every action tied to a person
- Revenue reports for each channel
Users: LucidChart, Tortuga, Unbounce
Clicky is a concise tracking tool for real-time website traffic analytics. You can instantly track data on visitors, actions, total time, visit duration, and other details. Even though this tracking tool has standard functionality, it’s enough to learn the most critical information about your website.
- Real-time statistics
- Content popularity tracking
Users: 1800Accountant, Bulb
Fathom is a privacy-focused and cookie-free tracking tool for website analytics. Without spying on people, you can track valuable details about customer behavior, like unique views, goal completions, and referrers.
- Fast and small script
- Cookie-free data collection
- GDPR, ePrivacy, PECR, and CCPA compliance
Users: GitHub, IBM, Buffer
# 12. SimilarWeb
Using big data processing technologies, SimilarWeb’s platform tracks, collects, measures, analyzes and provides its customers with data on the behavior and engagement of users of websites and mobile offers.
Since, in addition to the mobile analytics service, the company is also engaged in website analytics, the company’s customers will be able to receive additional tracking statistics. For example, where the users who installed the application came from and so on.
- Mobile app tracking
- Website tracking
Users: Adidas, AliExpress, Booking.com
The website analytics tracking tool providing real-time tracking data. It allows for integration with various applications: MailChimp, Slack, WooCommerce, Salesforce, and others. Customizable and adaptable to business needs systems. Customize tracking reports with deep segmentation and even create your own custom reports. Synchronization of customer data and tracking of all their activities, not only on the website and in the mobile application but also from other touchpoints.
- User profiles
- Real-time analytics
Users: RedHat, Informatica, WordStream, APPLovin, Hewlett Packard Enterprise
UserTesting.com is a tracking tool platform for getting customer feedback on almost every digital product experience, including websites, mobile apps, prototypes, and real-world experiences.
UserTesting also allows you to track recordings of user sessions on the website to better understand their needs, find pains, and fix them. The user testing tracking service finds weaknesses based on the opinions and comments of users. There is a free trial version.
- User sessions tracking
- Analytics of user comments and feedback
Users: Alaska Airlines, GoDaddy, Subway
An online tracking system that allows businesses to most effectively use all the possibilities of social networks and digital channels to promote a brand, increase conversion, and customer support, analyze consumer behavior, find new customers, and distribute marketing information. So far, Salesforce has 4 products that have the honor of being the cloud.
- Sales Cloud
- Marketing Cloud
- Service Cloud
- Community Cloud
Users: Bose, Humana, Marriott
You can use any of these tracking tools, depending on what goals you need to achieve. Just see the specials that the companies provide and choose the needed tool.
The choice of website tracking software depends on what type of business you run. Overall, there are tracking solutions for eCommerce companies, online businesses, and product teams. They have different features and capabilities. Hence, you’d better test the functionality of the selected tracking tool before adopting it.