two male coworkers looking at a chart on computer screen
There are several analytics tools available that offer unique features. — Getty Images/RossHelen

When it comes to website analytics tools, most marketers, SEO specialists and other digital media professionals turn to Google Analytics. Long considered the platinum standard in the industry, Google Analytics is a free, robust and effective tool to monitor and improve your website.

However, there are many other website analytics tools that complement (or in some cases, surpass) the capabilities of Google Analytics. Below, we examine five analytics tools that can expand or replace your use of Google Analytics.

[Read: Google Analytics: A Beginner's Guide to Tracking Your Website Traffic]

Adobe Analytics

Adobe is one of the most powerful software development companies in the world because of its broad industry adoption, ranging from Photoshop to Acrobat Reader. Adobe Analytics is another industry leading tool that rivals Google Analytics.

What sets Adobe Analytics apart from other analytics tools is its ability to provide incredibly detailed, granular information. This tool allows you to segment visitors into different groups to monitor and compare their behaviors. You can use this data to improve your user interface and user experience, your marketing and sales funnels and your strategies to gain relevant traffic.

Adobe Analytics is also known for its data connections and third party integrations, which are methods to pull data from other sources, such as heat map, live chat or email marketing data, into the analytics tool.

While Google Analytics is a great tool to accumulate raw data, is a great tool for audience insights. With this analytics tool, you can track how your visitors interact with your site, what content they dwell on and even which images capture their attention. With this information in hand, you can focus on creating content that keeps your visitors engaged for longer periods of time.

Finally, allows you to create customized dashboards for different teams, so each team can target and track their specific goals.

For a more complete and accurate view of your website traffic and user behaviors, don’t just stop at Google Analytics.

Crazy Egg

Crazy Egg is a simple but extremely effective tool. Designed to help you optimize your website, Crazy Egg uses heat maps and scroll maps to show you where your visitors click and how far they scroll down a page. This analytics tool also offers a confetti map that segments data in a number of different ways, such as keyword, location, time of day, etc.

This tool’s stand-out feature is its A/B testing tool that enables you to make data-driven decisions on your website’s layout. You can create and modify content directly on your website with this tool, allowing you to quickly apply changes to optimize your site.


Kissmetrics is designed to help you understand how your audience interacts with your website, what your website does well and how your website can improve. Once you have a better understanding of user behavior, you can create more of the content that your audience values.

With Kissmetrics, you can segment your audience into “populations” and closely monitor the behaviors of each one, such as whether the population is growing or declining. You can further segment each population by groups like channel, campaign and city to gain further insight into your audience.


Unlike the other tools on this list, SEMrush is a marketing analytics tool that helps you gain valuable insight from your competitors’ websites rather than your own website. While most website analytics tools are designed to help you improve and optimize your website, it’s just as important to research and analyze your competitors.

SEMrush offers a number of SEO and SEM tools, ranging from domain and keyword analytics to marketing insights and content template tools to see how your site compares to others. While SEMrush is an excellent analytics tool, it is designed to work in conjunction with other website analytics tools, such as Google Analytics, so you have a complete, holistic view of your industry.

For a more complete and accurate view of your website traffic and user behaviors, don’t just stop at Google Analytics. Try some of the above tools to gain additional insights and ultimately make better, more informed decisions.

[Read: What’s Essential to a Mobile Business Strategy?]

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Published August 21, 2019