Today, in the era of massive digitalization, it comes as no surprise that any business aims to build a robust online presence and improve brand recognition. While to do so, companies need to analyze their web performance continually. This is where Web analytics tools come into play!

Nowadays, it is hard to imagine the life of a digital marketer without Web analytic tools. 

Indeed, thanks to modern Web analytics tools, we can get more insights about our audience, learn more about user behavior, measure our website’s performance, and estimate the overall effectiveness of our marketing strategy. 

Therefore, the selection of the right tooling plays such a vital role for any business. 

In this article, we provide an overview of the top 10 Web analytics tools in 2021. We will look at both incumbent market leaders and the most promising Web analytics tools that have all the potential to compete with existing giants in the market.

We hope it will help you to choose the best solution for your business!

Let’s get started!

Top 10 web analytics tools

  1. Google Analytics
  2. Matomo
  3. Adobe Analytics
  4. GoatCounter
  5. Statify for WordPress
  6. Woopra
  7. StatCounter
  8. Plausible Analytics
  9. Open Web Analytics
  10. Makko

1. Google Analytics

When we talk about Web analytics, most of us will probably unconsciously think about Google analytics.

Indeed, deny it or not, Google Analytics remains the indisputable leader in the market. 

Today Google Analytics is the most popular free web analytics tool that is currently used by many marketers. According to Builtwith, about 28,832,505 live websites are presently using Google Analytics, making it the most used web analytics tool on the entire Internet in the Application Performance category.

The tool is also well known for its paid enterprise version Google Analytics 360 and its Google Analytics Academy that provides free courses for everyone who wants to learn how to use the platform. 

Key features:

  • Website traffic reports with the use of real-time data 
  • Audience analysis: demographics, behavior, activity, and interaction with the website 
  • Data visualization and reporting
  • Goal tracking: completion of website conversions, user flow

Price:

Free (availability of paid version for 150,000 dollars per year).

Who can benefit:

Digital marketers, senior executives, advertising and marketing professionals, UX & UI professionals, site owners, and content developers.

2. Matomo

Formerly known as Piwik Web Analytics, Matomo is the second most popular web analytic tool currently used in Switzerland. 

In contrast to Google Analytics, Matomo is an open-source web analytics tool highly focused on data privacy. This means that Matomo allows full data transparency and higher control over a company’s data in addition to standard web analytics services.

All in all, Matomo represents the most popular ethical alternative to Google Analytics. 

Key features:

  • Website traffic and real-time data updates
  • Customized dashboards and reports
  • Goals and event tracking
  • Content tracking
  • Detailed statistics about website visitors
  • Pages transition and user flow

Price:

Free (29EUR for usage of cloud account).

Who can benefit:

Digital marketers, senior executives, advertising and marketing professionals, UX & UI professionals, and site owners.

3. Adobe Analytics

Adobe Analytics is another powerful web analytics tool that enables more in-depth insights into your data. In contrast to other web analytics software, this platform is intended for more advanced data analysis. 

One of the strongest advantages of Adobe Analytics is its analysis of user website pathing. 

Due to its sophisticated and highly customizable layout, Adobe Analytics’ interface looks much more complex and multidimensional in contrast to other web analytics providers.

Therefore, learning how to use this tool might require some time. However, in the end, having this software in your toolkit will allow you to get more profound insights into your data.

Key features:

  • Multichannel data collection
  • Website pathing analysis
  • In-depth audience analysis 
  • Advanced segmentation
  • Predictive analytics and marketing attribution
  • Possibility to share data charts with other users

Price:

Traffic-based pricing.

Who can benefit:

Advertising and marketing professionals.

Get instant access to our
free library of resources


✔ Dozens of templates for data-driven marketeers
✔ Expert tips on how to improve your marketing
✔ Checklists and how-to guides for campaign optimization
✔ Best tools for AI in marketing
✔ Recorded webinars

4. GoatCounter

GoatCounter is another ethical alternative to Google Analytics. It is an open-source web analytics platform that offers easy-to-use traffic analysis without too many sophisticated features added. 

As open-source software, GoatCounter aims to provide a simplistic and meaningful privacy-friendly web analytics tool that can help site owners to understand their traffic. 

The web analytics tool will perfectly suit both business users and enthusiasts who pursue non-commercial goals. 

Key features:

  • User-friendly interface
  • Simple web statistics: traffic analysis, browsers, locations, top referrers 
  • Focus on data protection
  • Possibility to Identify unique visits without cookies
  • Fast and lightweight alternative to common web analytics tools

Price:

Free (plus business packages starting €5/month).

Who can benefit:

Digital marketers, senior executives, advertising and marketing professionals, and site owners.

5. Statify for WordPress

Statify for WordPress is another great example of privacy-friendly Web analytics tools. It is a developed plugin for WordPress that provides information about the number of site views. 

In contrast to other web analytics tools, such as Google Analytics and Matomo, Statify does not process and store personal data.

Key features:

  • Simplified web analytics tracking
  • GDPR compliant
  • Fast and lightweight alternative to common web analytics tools

Price:

 Free plugin to WordPress.

Who can benefit:

Digital marketers, senior executives, advertising and marketing professionals, and site owners.

6. Woopra

Woopra is a web analytics tool that focuses on Customer Journey analysis and user behavior. This cloud-based platform allows its users to see detailed profiles of each potential customer in real-time. 

Due to its primary focus, the tool is a perfect match for the sales team, whose main aim is to understand user behavior throughout their digital journey. 

Key features:

  • Web traffic analysis
  • Customer Journey reports
  • Trends reports
  • Behavioral Triggers and Automation

Price:

Free for the Basic package.

Who can benefit:

Sales teams, support teams, digital marketers,f and product owners.

7. StatCounter

StatCounter is another powerful free web analytics tool that has great potential on the market. 

The tool provides valuable insights about website visitors: from traffic sources and information about the audience to user paths and visitor engagement stats. In contrast to Google Analytics, StatCounter is considered to be more user-friendly and easy to use. 

Having almost three million members, StatCounter continues to grow and gaining popularity and recognition amongst marketers.

Key features:

  • Traffic trends analysis 
  • Click fraud detection
  • Visitor alerts: notifications about significant events
  • Traffic sources
  • Visitor engagement analysis
  • Popular pages
  • Path analysis
  • Magnify
  • Simplified reporting

Price:

Free for 500 page views (availability of the premium version).

Who can benefit:

Digital marketers, senior executives, advertising and marketing professionals, and site owners.

8. Plausible Analytics

Plausible Analytics is another ambitious and up-and-coming open-source web analytics tool aiming to ditch Google Analytics.

The company positions itself as a simple web analytics tool that can provide all the essential information about web performance in an easy and enjoyable way to its users.

This tool is another great ethical alternative to Google analytics. According to Builtwith, already 6,352 companies are using Plausible Analytics, and this number continues to grow.

Key features:

  • User-friendly and easy to use
  • Simple web traffic analytics: bounce rate, visit duration, unique visits
  • Events and conversions tracking
  • Campaign tracking
  • Lightweight and easy to integrate
  • Open-source and strong privacy protection
  • Fully compliant with GDPR, CCPA and PECR

Price:

Starting with $6 per month for 10 thousands monthly page views.

Who can benefit:

Digital marketers, senior executives, advertising and marketing professionals, UX & UI professionals, and site owners.

9. Open Web Analytics

Another powerful privacy-focused web analytics tool is Open Web Analytics (OWA). It is an open-source web analytics software that allows users to track and analyze web performance.

In addition to standard features such as web traffic stats, Open Web Analytics comes with built-in support that allows tracking a user’s entire “in-page” experience: e.g., mouse movements, scrolling, and key-presses.

Nowadays, around 99,194 companies have chosen to use Open Web Analytics for analyzing their web statistics.

Key features:

  • Web traffic analysis
  • Conversion goal tracking
  • Goal funnels
  • Campaign performance tracking
  • Reporting
  • “In-page” experience tracking

Price:

Free.

Who can benefit:

Digital marketers, senior executives, advertising and marketing professionals, UX & UI professionals, and site owners.

10. Makko

Makko is another promising website analytics tool that focuses on data privacy and simplicity of use. Thanks to the intuitive design and convenient data visualization, the platform is straightforward and easy to use.

In addition, the tool provides all the necessary information about website traffic and gives helpful insights about user behavior, allows tracking conversions, and learning more about website visitors.

Key features:

  • Privacy-focused
  • Fully compliant with GDPR, CCPA and PECR
  • Simplified web analytics tracking
  • Lightweight
  • Conversions tracking
  • Data export in CSV format

Price:

Traffic-based pricing.

Who can benefit:

Digital marketers, senior executives, advertising and marketing professionals, UX & UI professionals, and site owners.

That was it!

Remember that having perfect tooling is your first step to your web performance improvement!

Therefore, it is crucial to invest time in the process of Web analytics tool selection.

We hope this overview was helpful, and now you can easily select the one that would be a perfect match!

Learn more about Seven key tactics for increasing your conversion rate and 10 Must-track SEO KPIs in 2021!