Top Web Analytics Tools

Do you spend a lot of time and energy trying to figure out how your website is performing? How many visitors do you get on an average day? How long do they stay on your site on average? Do you know where they are coming from and what keywords they used to find you? If you don’t, it might be time to start using one of the many web analytics tools available. Analytics can help improve your website and its content by giving you insight into visitor behaviour.

What is Web Analytics?

Web analytics is the process of measuring and analyzing web traffic data to understand and optimize your online presence. It can be used to measure a wide variety of data, from simple things like the volume of daily visitors to your website to more complex metrics like what content is the most engaging and where your site’s visitors are coming from. Web analytics is usually divided into two categories.

First, there are the “raw analytics” that measure things like the number of visitors, where they’re coming from, how they got to your site (what search engine, etc.), how long they stayed, and how they navigated through your content. Raw analytics are essential to any business owner’s website, as they give a complete picture of how effective your site is.

Second, there are “analytics reports.” Analytics reports are the visualizations of raw analytics data that help you understand how your site is performing. They enable you to dig deeper into your data and see patterns in visitor behavior. They’re also helpful for interpreting your raw data for people who aren’t as technically skilled.

Why is Web Analytics Important for Small Businesses?

Web analytics is important for all businesses because it allows you to centrally monitor your entire digital strategy. Whether you’re using a single website or multiple platforms, you can track your progress, optimize your efforts, and understand where you can make improvements based on your analytics data. Web analytics can help you improve the performance of your website, increase sales, and reduce your marketing costs. It can also help you identify your most valuable customers and understand what they want, which can help you create better products and services. Web analytics is essential for any business owner who wants to know how their website is performing and what they can do to make it more successful.

Google Analytics

Google Analytics is the most popular web analytics platform in the world and the industry standard for digital analytics. It’s free and accessible to anyone with a website. Google Analytics has a variety of features that enable you to track everything from traffic sources to visitor engagement and conversions. It allows you to track multiple websites from one account, which is incredibly useful if you own a small business with several online presences. Google Analytics is also highly customizable, letting you set up goals, create custom reports, and use a wide variety of data filters to get the most out of your data. It has robust segmentation tools that let you break down and analyze your data in a variety of ways, including by device type and location. Google Analytics is one of the most powerful tools for digital analytics, making it highly useful for small businesses of all kinds.

Sumo analytics

Sumo is an analytics tool that’s designed specifically for marketers. It’s a good option if you’re looking for something outside of the normal analytics platforms, and it provides valuable information on your visitors’ behavior, along with suggestions on how to improve your website and content. Sumo’s analytics features include real-time traffic and conversion tracking, visitor engagement metrics, and advanced content optimization insights. It also comes with an integrated marketing automation tool, letting you create campaigns and send automated emails to your customers based on their behavior. Sumo is a good analytics tool if you’re looking to track more than just standard metrics like pageviews and visits. It also provides data on things like bounce rates and time on page, letting you see which parts of your site visitors are engaging with and which ones they’re quickly moving on from.

Microsoft clarity

Clarity is Microsoft’s take on web analytics, making it a good option for companies that have a heavy Microsoft presence. It has many of the same features as Google Analytics, including visitor tracking, revenue tracking, and content optimization suggestions. Clarity’s biggest differentiating feature is its ability to use artificial intelligence to create predictions about your data. While other analytics tools let you see what’s happening in real-time, Clarity also lets you predict future outcomes based on your data. It’s a useful tool if you’re looking for more than just raw data, but it’s also more expensive than many other analytics platforms on this list.


Hotjar is one of the newest analytics tools available, making it a good option for businesses that haven’t yet settled on a digital analytics platform. It’s also one of the most comprehensive tools for digital analytics, providing everything from visitor tracking to in-page surveys. Hotjar is especially useful for e-commerce owners because it includes features like conversion rate optimization and path analysis, letting you see where customers are dropping out and how you can get them to buy. Hotjar is an all-in-one analytics tool that’s great for businesses that want to do everything in one place. It’s less customizable than some other platforms, but it’s easy to use, and it has many features that businesses of all types will find helpful. It’s also relatively new, which means its features and capabilities are constantly evolving as the company grows.

Smartlook Analytics

Smartlook is a SaaS-based analytics platform that’s helpful for businesses of all types, but especially online retailers. It has many of the same features as other analytics tools, including visitor tracking, conversion tracking, and content optimization suggestions. It also has a few unique features, including heatmaps that let you see where visitors are clicking and a virtual tour tool that lets you create guided tours of your products or services. What makes Smartlook different from other analytics tools is its ability to track online shoppers. It provides insights into how customers are navigating your site and which pages they’re clicking on. It can even tell you what they’re typing into the search bar, letting you know what they’re looking for so you can provide it to them.


Web analytics is an important part of any digital strategy. It can help you understand how your customers are engaging with your content, where they’re coming from, and how you can improve your website. No matter what industry you’re in, you need to know these things to succeed. This article has revealed the top 5 web analytics tools for small businesses, and it’s also provided actionable advice for implementing these programs in your own company.