The 17 Marketing Analytics Tools Recommended by the Pros

The creative process is one of the most exciting parts of being a marketer. The report creation process? Not so much.

In this guide, we'll cover the top marketing analytics tools in 2024. These tools can help automate the most painful part of marketing so you can get back to doing the fun stuff (making memes).

What is a marketing analytics tool?

Marketing analytics tools are a special niche of software that helps businesses measure, analyze, and optimize their marketing efforts. These tools can be used to track a wide range of things, including website traffic, paid and organic social media metrics, CRM data, and even data from your eCommerce store in some cases.

The exact type of data each tool tracks is completely different from company to company, as they all specialize in different areas of marketing analytics. There are a few general categories of tools that should be familiar to you already.

• Web analytics tools look at your website data, such as page views, bounce rates, and page conversion rates.
• Email marketing analytics tools track email marketing metrics such as open rates, click-through rates, and replies.
• Organic social media analytics tools gather metrics such as engagement, reach, and conversion rates for social media campaigns.
• Paid advertising analytics tools track the data of your paid channels (like Facebook ads, LinkedIn ads, and Google ads, to name a few).

Now, as you can imagine, having all of these types of tools with their own rules, features, and reporting methods can be expensive and migraine-inducing, to say the least. That's why, for this post, we're going to break down the top tools you should use in each of these categories in 2024.

1. One-Click Report by Madgicx

The reason we're so knowledgeable about marketing tools is that we have one of the best on the block. ;)

First up on our list is the One-Click Report tool by yours truly. The One-Click Report was designed to help analyze and optimize your Meta ads, Google ads, TikTok ads, Shopify store, and website analytics data by creating a one-stop shop for paid media data analysis.

One-Click Report aggregates your live data into one place so you can easily optimize your marketing campaign performance in these channels the moment you see them start to dip—preventing you from losing precious ad spend.

On top of that, the One-Click Report tool truly lives up to its name with its host of 19 pre-made templates that cover every combination of Facebook, Instagram, Google Ads, Google Analytics 4, TikTok, and Shopify analytics you could ever need. 

You can share these reports internally and even externally with people (like clients) who do not have access to your Madgicx account. These templates are also fully customizable using a simple drag-and-drop report builder, and if that wasn’t customized enough, you can also create them from scratch.

The best part about this has to be the price point—you can get all of these options starting at just $29/month for five reports! There’s also a 7-day free trial available, so you can test drive them all today at no risk or cost.

It's also important to note that the One-Click Report is just one of the many tools Madgicx offers.

If you’re worried about tracking and attribution problems (which, in this day and age, you should be), Madgicx can set up a reliable tracking system for you in as little as 2 days with the Madgicx Cloud Tracking service. This handy service will help you capture at least 20% more data in your reports, allowing you to maximize the data you have and preventing you from making inaccurate decisions based on flawed data.

For those who need some help with managing their day-to-day workload, Madgicx’s suite of automated tools like AI Marketer, Automation Tactics, and Custom Automation has your back. This suite of tools can help you with things like managing your budget to increase the ad spend of high-performing ads and kill the others and create personalized account-based triggers to automate even the most complex of tasks.

You can also deploy multiple audiences, use AI to help fine-tune your creative, and even get an on-demand design team to help with your ad creatives, all within the Madgicx suite.

It’s safe to say that with Madgicx, you get all the data you need and a tool that will help you optimize it all by itself. ;)

Pricing: Starts at $29/month.

This tool is for: Advertisers who are looking to analyze and manage their digital marketing efforts.

2. Google Analytics

If you're a seasoned marketer, you probably know this next one all too well.

Google Analytics is a free web analytics service offered by Google that tracks and reports website traffic. It is one of the most popular web analytics tools available and is widely used by businesses of all sizes.

Google Analytics provides detailed information about website traffic, including the number of visitors, the pages they visit, and how they interact with the site. You can track conversions, such as form submissions and e-commerce transactions, in one place.

Google Analytics also provides information about the demographics, interests, and behavior of website visitors, which is critical information when you're trying to determine your buyer personas.

Google Analytics also comes with a price tag that will please every marketer: it's free to use.

Those with an enterprise-level business might want to consider Analytics 360, which has more robust features like exporting to BigQuery. However, the price tag is around 12k-30k per month.

Pricing: Free.

This tool is for: Any (and every) marketer with a website.

3. Google Data Studio (now Looker Studio)

Google Data Studio (now Looker Studio) is a free data visualization and reporting tool offered by Google. It allows you to connect to various data sources and create interactive and customizable reports and dashboards. There are 21 integrations that are officially built by Looker that include things like Google Sheets and Google Ads/Analytics data, and around 684 partner-created integrations (like Facebook).

Looker Studio offers a wide range of customization options and pre-built templates, which allow you to create visually appealing and engaging reports and dashboards. However, it is solely focused on the Google suite of products.

If you need data from other platforms, you'll need to manually create reports which can be a bit of a pain. There is a free course on how to get the most out of this tool for those who are looking to go that route.

Looker Studio allows you to share and collaborate on reports and dashboards with other team members, share data and insights with stakeholders, and have these reports sent out automatically.

Like the other Google products on this list, Looker Studio is technically free to use. However, it's good to mention that if you need to analyze data that lives outside the Google suite of products, you'll either need to invest in connection services like Supermetrics or manually import your marketing channel data to Google Sheets and use that as your data source.

Pricing: Free.

This tool is for: Those looking for more enhanced Google reporting features and don't mind a steeper learning curve.

4. Supermetrics

The problem of getting something from one place to another has plagued mankind since the dawn of time—and marketing data is no different.

Supermetrics aims to solve this problem by being the ultimate data warehouse and taxi service between platforms. Supermetrics takes pre-existing data (from 100+ different sources) and syncs it into popular tools like Google Sheets, Tableau, and Looker Studio.

In this way, Supermetrics doesn't have any dashboard or insights themselves. They act as an intermediary to get your data into other places to analyze and report on later.

However, they feature integrations with the endpoint that help pre-populate your reports with easy-to-use templates. Take their integration with Google Sheets, for example:

While it's true that Supermetrics features more integrations than many of the others on this list, their pricing ranges from $29-$599 per month for each end destination for Looker Studio, Google Sheets, and Excel. This is in addition to their other destinations, which require a sales call for pricing.

Depending on what you need and where you need it to go, this can be one of the pricier analytics tools on the list.

Pricing: The cost ranges from $29 to $599/month, depending on your target data destination. Some destinations require a custom quote.

This tool is for: Organizations that need to sync data from multiple platforms into Google Sheets, Tableau, or Looker Studio.

5. Coupler.io

As a marketer, you’re constantly swimming in data. Coupler.io is a solution that makes it easy to turn that data into actionable insights with no coding required :)

Coupler.io is an all-in-one data analytics and reporting platform. It helps to gather, organize, and visualize data to see the comprehensive picture of your marketing results. 

The platform allows over 200 integrations and 10+ destinations for your marketing reports. It seamlessly blends data and pulls it into BI tools (Looker Studio, Tableau, and Power BI), spreadsheets, and data warehouses, creating custom reports.

To streamline your visualization and reporting even more, you can explore a gallery of easy-to-use dashboards: web analytics templates, Facebook and TikTok Ads reporting templates, social media dashboards, and more. Additionally, Coupler.io’s auto-refresh feature keeps your data current, ensuring you make decisions based on the latest information.

Pricing: Coupler.io offers a free plan for one active data flow. Monthly pricing for paid plans starts from $49, with a 7-day trial.

This tool is for: Marketers who want to streamline data analytics and reporting

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6. Marketing Cloud Intelligence by Salesforce

Previously known as Dataorama, Salesforce's counterpoint to Adobe Analytics/Google 360 was given a facelift (and added AI capabilities) that make it a strong contender in the marketing analytics world.

This tool aims to demystify the analytics process by ingesting all of your marketing campaigns from every channel, including your CRM, email analytics tool, Google, and many more. Their biggest feature is their AI tool, Einstein.

Einstein can manage your incoming chat messages, write emails, analyze your KPIs across multiple platforms, and even predict future trends based on your current data. This isn't the same as OpenAI's LLM—according to Salesforce, this algorithm is entirely of their own making.

Pricing: $1,250-$1,500/month, depending on your desired features.

This tool is for: Those who are looking for an all-encompassing marketing analytics and automation platform and who have already invested in the Salesforce ecosystem.

7. Adobe Analytics

While many marketers have heard of (and frequently use) Google Analytics, it isn't the only software of its kind on the block.

If I had to describe the difference between these two, it would be like the old Android/iPhone battle. Google Analytics offers fantastic, easy-to-use "out-of-the-box" features, but Adobe offers more customization and depth of data.

In addition, Adobe features predictive data modeling and anomaly notifications, which can alert you when your website performance is down or you are suffering any issues. Adobe Analytics is only one tool in the Adobe Experience Cloud suite; this powerful toolkit contains additional tools to help you create campaigns across every channel you can imagine, create robust A/B tests, and even power your eCommerce experience.

Since around 87% of Fortune 500 companies use Adobe Analytics, it's safe to say it's a powerful marketing analytics tool—if you can afford the price tag, that is.

Pricing: Adobe Analytics has a three-tiered pricing plan based on different features and add-ons. Currently, all three pricing options are locked behind a consultation form. Anecdotal reports claim that the average cost for Adobe Analytics is between $2,000 and $2,500 monthly for smaller organizations; however, Enterprise organizations might see costs closer to $100,000.

This tool is for: Those who need more customization and data variables than Google Analytics and are willing to pay more.

8. Mixpanel

There's one problem that plagues all SaaS product, marketing, and customer support teams:

What are our users actually doing inside our software?

This is where Mixpanel shines. Instead of just looking at pages your customers have viewed in your app, it lets you dig into the nitty-gritty—like whether users are finding that new feature handy or if they're getting stuck on a certain screen.

But Mixpanel isn’t just about collecting data; it’s about making sense of it. You can slice and dice the info any way you like, creating segments of users based on their behavior or demographics. Want to see how first-time users interact with your app compared to veterans? Mixpanel has your back.

If you're looking for a marketing analytics tool that analyzes your customer behaviors with an easy-to-read dashboard, Mixpanel is hard to beat.

Pricing: Mixpanel starts at $28/month for their Growth plan and offers a free plan with limited analytics. According to their website, startups founded less than five years ago that received $8m in funding or less can receive their first year free on the Mixpanel Growth plan.

This tool is for: SaaS product/marketing/customer service teams that want to understand the actions users take inside their apps.

9. Databox

Next up is Databox. Like most of the others on this list, Databox's tool allows you to build data dashboards from a variety of other sources and pull them all into one place.

With 70+ integrations, such as Google Analytics, Salesforce, Hubspot, PayPal, and Facebook, you're bound to find the perfect report and integration combination to satisfy your whole marketing team.

Databox is a bit different from others on this list as it offers a mobile app that allows users to access their data on the go and share reports with clients via email as normal.

Like the others on the list, Databox offers a variety of pre-built templates and reports that can be easily customized to fit your specific needs. The platform is designed to be simple and intuitive, with a drag-and-drop interface that makes creating custom reports and dashboards easy.

Pricing: Their pricing depends on the data sources you need; however, their free plan includes three sources at no charge. If you need more than that, you can use a slider on Databox's pricing page to get a real-time quote depending on how many data sources and features you need.

This tool is for: Marketers looking for always-on marketing dashboards with forecasting and benchmarking capabilities.

10. HubSpot

While HubSpot is on this list of marketing analytics tools, it's so much more than that. In reality, Hubspot features tools that can be the backbone of your entire marketing and sales operations. It includes:

• A dedicated email automation platform
• Blog, knowledge base, and landing page builders
• Social media posting tools
• Sales tools that can help you prospect, pitch, and monitor deal activity

Within all these tools lies your marketing analytics. In that regard, there isn't anything Hubspot can't track. From organic social metrics and website traffic to your sales team's closed/won data, HubSpot supplies it all.

Pricing: HubSpot is a 'pay for what you use' platform, so your price depends on your needs and the number of contacts in your database. Given your specific needs, this can range from $20/month to $10,000/month (or more).

This tool is for: Teams looking for an email automation tool that can also run their entire marketing operations.

11. Semrush

Getting to the first page of Google's search results is no easy task, but Semrush tackles the details with gusto.

Semrush specializes in all things SEO—providing data on keyword difficulty, search volume, cost per click (CPC), and the SERP features that appear for each keyword you select. Semrush can perform a comprehensive audit of a website to identify SEO issues like broken links, slow-loading content, and problems with site security that might affect search engine rankings.

In addition to its SEO tools, it features a basic social media post creator (and analytics), PPC campaign analytics, and a tool for predicting content trends.

If you have a content marketing team on staff, adding a tool like Semrush to your tech stack can greatly increase your SEO growth.

Pricing: Plans start at $139.95 for the basic version and go up to $499.95 for larger organizations.

This tool is for: Those looking to increase their search engine visibility.

12. Asana

While most of the tools on this list focus on the data from your team's marketing efforts, none of them quite capture the efforts of your marketing team.

All too often, marketing teams struggle to explain not only the value of their labor but the time it takes to create these things. If you've ever been asked to "make something go viral" on social media overnight, you know what I'm talking about.

Using a project management tool like Asana can aid in helping to keep your tasks aligned and on track, but you can also use them for monitoring things like:

• How quickly and efficiently tasks are being completed
• Which team members are overburdened or underutilized
• The average time spent on specific tasks and projects

All of this data can be used to gauge the health of your marketing output and used as proof when you need to request additional team members or resources from the executive team.

Pricing: Asana pricing is based on headcount and features, with plans starting at $10.99/month per team member. They do offer a free plan for teams with fewer than ten people.

This tool is for: Teams looking to streamline their task management process and want data on team performance and output.

13. Klipfolio

Next on our list is Klipfolio.

Klipfolio is a cloud-based data analytics and dashboard platform that helps businesses monitor, analyze, and act on data that lives inside other sources.

The platform allows users to create and share interactive dashboards, custom reports, and alerts and connect to a wide variety of data sources, including CRMs, paid and organic platforms, and even product analytics tools.

Klipfolio's dashboards are highly customizable and can be tailored to the specific needs of each user, making it easy for them to view and act on the data that is most important to them. Users can also collaborate and share their dashboards and reports with others, enabling teams to work together more effectively.

In addition to its core dashboard and reporting capabilities, Klipfolio also offers a number of advanced features such as data blending, data visualization, and data alerts. Klipfolio is designed to be easy to use, even for those with little or no technical expertise—making it easy for marketing newbies and veterans alike.

Pricing for Klipfolio is a little different from others on the list as they technically offer two different experiences—Klips and PowerMetrics.

Klips is a more traditional marketing analytics tool that offers pre-built dashboards, the ability to export and share reports, etc. PowerMetrics, however, is more for self-serve internal-only team use but allows for deeper optimization of metrics.

Pricing: Starts at $300/month for PowerMetrics and $130/month for Klips.

This tool is for: Marketers who need customizable metrics to be shared internally or who need to share data with clients externally. Those who need to do both would have to purchase both Klips and PowerMetrics.

14. Optimizely

Experimenting is at the heart of every great marketing idea, but making an informed decision requires hard data. This is where Optimizely truly shines.

Optimizely is a tool for website A/B testing, where two versions (A and B) of a web page are compared to determine which one leads to better performance metrics, such as conversions, clicks, or engagement. Optimizely offers real-time data, allowing marketers to quickly understand their tests' impact and take action if they aren't performing as predicted.

Based on the data collected, Optimizely can also offer recommendations for further tests—so your team can continue optimizing your website until you're satisfied with the performance.

Pricing: Optimizely prices are hidden behind a sales call and require a custom quote based on the features you need and your website traffic. Anecdotal reports state a cost of anywhere from $49,000-$100,000 per year.

This tool is for: Marketers who want to run targeted website A/B tests.

15. Brand24

Back in the day, corporate espionage looked a little too much like James Bond movies. If you want to know what people are saying about you (or your competitors) in 2024, all it takes is a quick search on a platform like Brand24.

Brand24 is a social listening and monitoring tool that helps marketers track and analyze online mentions of their brand across various platforms, including social media, news sites, blogs, and public forums like Reddit. It provides real-time monitoring of keywords and hashtags, sentiment analysis to gauge public opinion and comprehensive reporting features that help marketers measure brand awareness and campaign effectiveness.

While I can't say a new startup needs this sort of tool, large brands with a vocal customer base absolutely need a social listening tool to monitor their brand sentiment.

Pricing: $79-$399/month, depending on how many keywords you need to track.

This tool is for: Brands with a wide consumer base or who rely heavily on consumer feedback.

16. HotJar by Contentsquare

Sometimes, numbers on a page are just that—and using them to analyze topics as nebulous as user interaction with your website can be difficult to visualize. Luckily for us, we can use tools like HotJar to analyze user behavior with heatmaps.

Heatmaps are useful because they visually represent how users interact with a website by showing where they click, scroll, and move their mouse. This visualization helps marketers identify hot spots of activity and areas that may be overlooked. By understanding these user behaviors, marketers can optimize the layout, design, and content of their sites to improve user engagement and conversion rates.

HotJar features additional tools that can be used to ask for user feedback, provide surveys, and even meet 1:1 with website visitors to conduct personalized review sessions. Anyone looking to turn customer feedback into actionable advice would do well to add HotJar to their stack.

Pricing: $32-$171/month, depending on the depth of analytics. They also offer a free plan with limited functionality.

This tool is for: Marketers looking to analyze user behavior and improve their website usability.

17. Domo

Though many consider them synonymous, marketing intelligence and business intelligence are different things. One looks at the data of your marketing insights in a silo, and the other contextualizes data from your entire business operations into one place. Domo is the latter of the two.

Domo is a business intelligence (or BI) platform that integrates data from various sources to provide real-time business insights. Its features, such as interactive visualizations, dashboards, and automated reporting, help marketers analyze performance, track ROI, and optimize campaigns.

Compared to Tableau, which primarily focuses on data visualization, Domo offers broader BI capabilities like pre-made data integrations, real-time data access, and collaboration tools, making it potentially more useful for organizations seeking an all-in-one BI solution.

Their AI tools give another unique advantage—instead of creating charts and graphs to answer your question manually, you simply ask its AI bot your question, which will help you visualize it in seconds.

Pricing: Each Domo plan is locked behind a custom quote, which changes based on the number of platforms (and amount of data) you need. Some estimates put the price of Domo at $20-$70k or more per year.

This tool is for: Businesses who want their entire organization's data at their fingertips.

Conclusion

In this post, we've gone over the top 17 marketing analytics tools of 2024 that will help you collect, organize, manage, and analyze data from your marketing channels (and more) in one place.

While it may seem like you'll never get out from under the virtual pile of paperwork you manage every day, taking the time to implement and utilize any of the marketing tools we mentioned today will do wonders for reducing your workload and even improving your marketing ROI.