13 Top-Rated Digital Analytics Tools and Softwares for 2025

Data is the new gold—but only if you know how to mine it. 

Businesses generate an astounding 402.74 million terabytes of data daily, yet only a tiny percentage effectively leverage it for strategic decisions. 

Digital analytics tools have become critical business assets, unlocking insights in today’s complex digital landscape.

From startups to global enterprises, these tools redefine how organizations optimize their digital strategies. This guide highlights the top digital analytics tools of 2025, providing a roadmap to turn raw data into actionable intelligence that drives growth.

What are digital analytics tools?

Digital analytics tools are software platforms that collect, measure, and analyze data from various digital channels. These tools track metrics across websites, mobile apps, social media, and other digital touchpoints to provide actionable insights for marketing, product development, and business strategy.

The right analytics tools can provide a competitive advantage by helping businesses better understand their audience, optimize their digital presence, and make more informed strategic decisions.

Top digital analytics tools – Quick view

Digital analytics tools cover a broad spectrum of solutions to collect and transform data from digital platforms into actionable insights. From basic data tracking to advanced analytics, these tools serve diverse needs. To simplify your selection process, we’ve grouped the top digital analytics tools into different categories:

Web & mobile analytics tools

• VWO Insights
• Google Analytics
• Adobe Analytics
• Amplitude
• Mixpanel
• Smartlook
• Fullstory

Social media analytics tools

• Hootsuite Enterprise
• Sprout Social
• Zoho Social

SEO analytics tools

• Semrush
• Ahrefs
• Moz Pro

#7 Top digital analytics tools for web and mobile app 

Web and mobile analytics tools are the backbone of any digital analytics strategy. They track and analyze user behavior on websites and mobile apps, offering insights into user journeys, pain points, and conversion funnels. These tools are essential for any organization with a digital presence, from small businesses to enterprise corporations.

Complete Digital Analytics Tools Comparison

Analytics Tool	Features	Pricing
Web & Mobile Analytics Tools
1. VWO Insights	Heatmaps, Session Recordings, AI-Powered Surveys, Funnels, Form Analytics, Segments, VWO Copilot, VWO Testing	Free trial: 30 days; all features included Free: up to 5k MTUs Paid: Starts from $199/month, billed annually
2. Google Analytics	Built-in Automation, Predictive Analytics, Real-Time Reporting, Funnel Analysis, Integrations, User Exploration using Segmentation	Free
3. Adobe Analytics	Audience Analytics, Segmentation, Cohort Analysis, AI-Automated Insights, Analytics Dashboards	Price on request
4. Amplitude	Session Replays, Behavioral Analytics, AI-Automated Analysis, Funnel Analysis, Event Segmentation	Free: Starter plan for tracking up to 50K MTUs Paid: Starts at $49/month, billed annually; custom quotes as the business scales
5. Mixpanel	Session Replays, Cohort Analysis, Anomaly Detection, Insights, Funnels, Retention, & Flow Reports, Custom Events	Free: for personal projects Growth: From $24/month, 10k events, and advanced analytics, prices scale with events
6. Smartlook	Session Recordings, Advanced Filtering, Events, Funnel Analysis, Heatmaps, Behavior Flows, Crash Reports, Dashboard	Free trial: 30 days for each plan Free: 3,000 monthly sessions Paid: Starts at $55/month
7. Fullstory	Journey Mapping, Sentiment Signals, Dashboards, User Segments, Session Replay, Heatmaps, Fullcapture	Free trial: 2 weeks for the Business plan Paid: Request pricing
Social Media Analytics Tools
8. Hootsuite	Social Listening, Sentiment Reporting, Industry Benchmarks, Custom Reports, Report Scheduling and Exporting, Social Ads Analytics	Free trial: 30 days for all paid plans Paid: Starts at $99/month, billed annually
9. Sprout Social	Paid Performance Reporting, Hashtag Tracking Tools, Profile Performance Report, Advanced Filtering, Sentiment Analysis, AI Automation	Free trial: 30 days for all paid plans Paid: Starts from $199/seat/month, billed annually
10. Zoho Social	Drag-and-Drop Report Dashboards, Custom Reports, Zia-AI Assistant	Free trial: 15 days Free: lifetime plan with limited features Paid: starts from Rs 600/month, billed annually
SEO Analytics Tools
11. Semrush	On-page SEO, Competitor SEO Analysis, Rank Tracking, Link Building, Backlink Analytics, Site Audit, Organic Traffic Insights, Keyword Research	Free: Create and manage 1 project; limited to 10 analytics reports per day Paid: Starts from $117/month, billed annually
12. Ahrefs	SEO Dashboard, Site Explorer, Site Audit, Rank Tracker, Keyword Research, Backlink Analysis, Content Explorer	Free: Limited access to Site Explorer and Site Audit for website owners Paid: Starts from $108/month, billed annually
13. Moz Pro	Site Crawl, SEO Reporting, SERP Analysis, Domain Overview, Moz AI, Centralized Dashboard	Paid: Starts from $31/month, billed annually

1. VWO Insights

VWO Insights is a user behavior analytics tool that helps businesses analyze user journeys and identify conversion roadblocks to optimize their websites or mobile apps.

The all-in-one capability integrates surveys, behavior analytics, and form optimization, offering a comprehensive solution to improve website usability and drive conversions.

Features:

a. Heatmaps

Visualize clicks, taps, and scrolls on your website or app to see what users engage with. Through live heatmaps, you can analyze interactions with popups, modals, or dynamic pages. 

Further, you can access, download, or share heatmaps with your team in one click and collaborate with auto-attached observations for easier feedback.

b. Session Recordings

Session recordings, available for websites and mobile apps, help you understand how users struggle before converting or dropping off. You can filter and view specific sessions to identify and resolve friction points, whether it’s behaviors like rage clicks or funnel drop-offs.

c. Surveys

On-page surveys bridge the gap between observing website visitor behavior and understanding the why behind it. By deploying real-time, targeted pop-up surveys tailored to specific pages or visitor segments, they uncover intentions, motivations, and hesitations that drive user decisions.

On-page surveys feature AI-generated questions and summaries, flexible formats, contextual triggers, multilingual support, and dynamic logic to adapt questions, delivering actionable insights with precision.

d. Form Analytics

Form analytics help businesses optimize website lead forms by identifying friction points and improving user interactions. Detailed field reports reveal skipped, refilled, or abandoned fields, along with time spent, helping streamline form completion.

By tracking the form journey with conversion funnels and time-based analytics, businesses can monitor trends and address drop-offs to boost conversions.

e. Funnels

Funnels track website user journeys step-by-step, monitoring interactions like clicks, form submissions, and custom events to identify drop-offs and optimize conversion paths. Insights from session recordings and heatmaps further highlight friction points, enabling targeted improvements to boost conversion rates.

f. Segments

Segmentation enables businesses to analyze website user behavior based on traits, interactions, or third-party data, such as device, browser, traffic source, or events like drop-offs and rage-clicks. Advanced logic allows creating, customizing, and reusing segments for targeted insights and precise optimizations.

Additional features: VWO Copilot, A/B Testing, No-code Editor

Pricing:

• Free trial: 30 days; all features included
• Free: up to 5k MTUs
• Paid: Starts from $199/month, billed annually

Features in action:

Contorion, a leading MRO e-commerce platform, optimized conversions using VWO’s tools like session recordings, heatmaps, and funnel analysis.

Key experiments included a site-wide scrolling banner that tripled promotional page traffic and restructured product detail pages, resulting in a 2.4% increase in add-to-cart rates and a 60% rise in recommendations.

Streamlined search result pages further boosted click-through rates by 2.3%, driving an overall conversion rate increase of 5%.

“Unlike some A/B testing platforms that only provide quantitative results, VWO integrates heatmaps and session recordings. This helps identify user friction points, leading to more informed experiment hypotheses.”

– Jihee Yoo,

Senior Analytics Manager at Jellyfish

Source: VWO Expert Interview

2. Google Analytics

Google Analytics (GA) is the go-to tool for website owners seeking to monitor traffic and gain insights into visitor behavior. It provides a comprehensive view of how customers interact with your site and apps throughout their lifecycle, helping you understand the customer journey, track metrics like bounce rate, and make data-driven decisions to improve marketing ROI.

Features:

• Built-in Automation
• Predictive Analytics
• Real-Time Reporting
• Funnel Analysis
• Integrations, and User Exploration using Segmentation

Pricing:

• Google Analytics is free for all

Customer experience based on G2:

“What I appreciate most about Google Analytics is its ability to offer a comprehensive view of how users engage with my website. This includes insights into traffic sources, user demographics, page performance, and conversion pathways.” – Hemant Anjara, Head SEO at Contiedge

3. Adobe Analytics

Adobe Analytics is part of the Adobe Experience Cloud, which helps businesses analyze and measure the impact of customer interactions. It provides a suite of capabilities, including web and marketing, product, and customer journey analytics, enabling businesses to understand their audience better and optimize user experiences.

Insight Delivery supports collaboration through a unified data source and provides a flexible canvas for custom analyses, empowering teams to make informed decisions and enhance customer experiences.

Features:

• Audience Analytics
• Segmentation
• Cohort Analysis
• AI-Automated Insights
• Analytics Dashboards

Price: 

• Price on request

Customer experience based on G2:

“What I like most is the wide range of tools available, including analytics, personalization, and campaign management. Having so many modules within a single suite simplifies the centralization of marketing activities and provides a more comprehensive view of customer journeys. 

Additionally, the reporting and insights are exceptionally powerful.” – Simone Iori, Digital Marketing Technology Senior Manager at Valentino

4. Amplitude

Amplitude is a fully integrated, no-code product and web analytics platform that helps businesses understand customer behavior and optimize user experiences. 

It enables teams to unify customer data(Amplitude CDP), run experiments (Amplitude Experiment), and access reliable product insights in automated reports(Amplitude Analytics).

Features:

• Session Replays
• Behavioral Analytics
• AI-Automated Analysis
• Funnel Analysis and Event Segmentation

Pricing:

• Free: Starter plan for tracking up to 50K MTUs
• Paid: Starts at $49/month, billed annually; custom quotes as the business scales

Customer experience based on G2:

“Amplitude’s intuitive interface and powerful segmentation tools make it easy to uncover meaningful insights into user behavior. I particularly appreciate the real-time analytics and customizable dashboards, which allow our team to quickly identify drop-off points and optimize the customer journey.” – Hirthick M, Data Analyst at Ford Motor Company

5. Mixpanel

Mixpanel is a product analytics platform designed to help businesses understand user behavior, boost conversions, and enhance retention with actionable insights. Tailored for teams prioritizing user engagement and product-market fit, it tracks interactions across web, mobile, and app environments, providing a real-time, unified view of the customer journey.

Its intuitive dashboards make data analysis accessible to everyone, eliminating the need for SQL expertise and enabling organizations to make faster, smarter decisions.

Features:

• Session Replays
• Cohort Analysis and Anomaly Detection
• Insights, Funnels, Retention, & Flow Reports
• Custom Events

Pricing:

• Free: for personal projects
• Growth: From $24/month, 10k events and advanced analytics, prices scaling with events

Customer experience based on G2:

“Mixpanel is like my daily newspaper for updates on product usage. It’s incredibly easy to implement, and creating boards and reports takes only a few minutes.” – Neel Gajjar, Product Manager at Incsub

6. Smartlook

Smartlook is a digital analytics tool that combines comprehensive product analytics with in-depth user behavior insights, including quantitative and qualitative data. 

With cross-platform analytics, Smartlook tracks the entire customer journey using a unified interface, identifying each user with a single ID across devices.

It enables businesses to measure, collect, and analyze data to optimize conversion rates, improve user experience, and enhance website and app user experiences. 

The wireframe mode provides built-in compliance within the mobile app analytics, ensuring a secure, in-depth analysis to improve conversions and address platform-specific challenges.

Features:

• Session Recordings
• Advanced Filtering,
• Events and Funnel Analysis
• Heatmaps
• Behavior Flows
• Crash Reports

Pricing:

• Free trial: 30 days for each plan supporting web and mobile app platforms
• Free: 3,000 monthly sessions; basic product analytics and heatmaps
• Paid: Starts at $55/month, billed annually
• Customized plans available as per business requirements

Customer experience based on G2:

“I appreciate app tracking for analytics that offers real-time monitoring, ease of use, and straightforward implementation. It also has great features for support and integration, making it useful for frequent use.” – Mathew Varghese, Product Lead at Astro-Vision Futuretech

7. Fullstory

FullStory is a product analytics platform that empowers businesses to analyze user behavior and uncover actionable insights. Combining behavioral data with intuitive tools enables data, product, and engineering teams to understand the sentiment behind user actions, driving more innovative, more intentional decision-making across the organization.

FullStory’s dashboards allow automated notifications to alert teams about critical changes, ensuring timely responses. 

The mobile autocapture feature provides a complete view of user behavior without compromising user experience quality and privacy. This helps businesses debug faster and create seamless, five-star app experiences customized to user needs.

Features:

• Journey Mapping and Sentiment Signals
• Dashboards
• User Segments
• Session Replay and Heatmaps
• Fullcapture

Pricing:

• Free trial: 2 weeks for the Business plan
• Paid: Request pricing

Customer experience based on G2:

“FullStory is an excellent product that not only provides quantitative analysis of user behavior on your digital properties but also allows for a deeper exploration of the customer experience through replays.” – Jeannine DeVries at Meijer

 

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#3 Top digital analytics tools for social media

Social media analytics tools help businesses to monitor and evaluate performance across social platforms. These tools provide insights into audience behavior, engagement trends, and campaign effectiveness, enabling brands to refine strategies, boost engagement, and maximize ROI.

8. Hootsuite 

Hootsuite is a social media management platform that provides analytics tools that centralize performance tracking across platforms, offering clear reports to improve strategies and results. Tracking metrics like reach, engagement, impressions, and clicks provides actionable insights, competitive benchmarks, and optimal posting times to boost engagement and drive growth.

Advanced Analytics provides a comprehensive view of social media performance, allowing businesses to track ROI, total spending, engagement metrics, and content effectiveness.

Integrations with tools like Google Analytics and Adobe Analytics further enable tracking website visits from social media, offering a well-rounded perspective on performance and impact.

Features:

• Social Listening and Sentiment Reporting
• Industry Benchmarks, Custom Reports, Report Scheduling and Exporting
• Social Ads Analytics

Pricing:

• Free trial: 30 days for all paid plans
• Paid: Starts at $99/month, billed annually

Customer experience based on G2:

“Hootsuite is really a simple tool to use. I use it practically daily, and I’m not sure how it could be any easier. The integration of AI into the platform really is great. I also really enjoy being able to drag and drop my posts to change the day I’m posting something.” – Chandler Reeves, Marketing and Communications Coordinator at Baldwin REALTORS

9. Sprout Social

Sprout Social helps businesses quantify the impact of their social media performance easily. Its powerful analytics tools provide detailed insights into customer engagement, market trends, and social ROI, enabling organizations to use social media strategically to drive business results.

It offers custom analytics dashboards for insights across platforms like Instagram, Facebook, and LinkedIn, along with social listening tools to monitor sentiment, identify trends, and manage potential crises effectively.

Sprout’s Premium Analytics tools enable businesses to select metrics aligned with their business goals, create presentation-ready reports, and share insights with stakeholders effortlessly using dynamic, shareable links.

Features:

• Paid Performance Reporting
• Hashtag Tracking Tools
• Profile Performance Report and Advanced Filtering
• Sentiment Analysis
• AI Automation

Pricing:

• Free trial: 30 days for all paid plans
• Paid: Starts from $199/seat/month, billed annually

Customer experience based on G2:

“I really love how easy it is to schedule posts, get my reports, and stay connected via my mobile app. Out of all of the apps I’ve used, Sprout is the easiest tool that functions well for being an in-house social media manager. It has been super easy to implement in our company and is something that I use every single day.” – Becca Miller, Social Media Marketing Expert

10. Zoho Social

Zoho Social offers a social media analytics tool that helps brands measure their strategies’ impact and easily track performance across social platforms. Its detailed analytics dashboard provides valuable insights into audience behavior and campaign effectiveness, enabling brands to identify what works best.

Zoho Social offers insights into audience demographics, top-performing content, traffic sources, sentiment analysis, and reach to enhance a business’s social media strategy.

Features:

• Drag-and-Drop Report Dashboards
• Custom Reports
• Zia-AI Assistant

Pricing:

• Free trial: 15 days
• Free: lifetime plan with limited features
• Paid: starts from Rs 600/month, billed annually

Customer experience based on G2:

“Zoho Social has been a game-changer for my small business. It’s incredibly easy to navigate and allows me to schedule posts ahead of time. I also love that I can share one post across multiple social media platforms in just a few clicks.” – Nothando Zamaqamu M, Founder & Chief Executive Officer at Lukhozi Youth Foundation

#3 Top digital analytics tools for search engine optimization (SEO)

SEO analytics tools track keyword rankings, backlinks, and site performance using web crawlers, APIs, and integrations with platforms like Google Search Console. These tools uncover opportunities to optimize content and improve search engine visibility, driving better organic traffic and rankings by analyzing site structure, user behavior, and performance metrics.

11. Semrush

Semrush is an SEO platform that helps businesses improve paid and organic search results. It offers tools for keyword research, performance tracking, and insights into competitor strategies, including ad campaigns and keywords.

Its site audit feature identifies technical issues like broken links, duplicate content, and slow page speed, enabling businesses to optimize their websites and stay ahead in search rankings.

Features:

• On-page SEO
• Competitor SEO Analysis and Rank Tracking
• Link Building and Backlink Analytics
• Site Audit, Organic Traffic Insights, and Keyword Research

Pricing:

• Free: Create and manage 1 project; limited to 10 analytics reports per day
• Paid: Starts from $117/month, billed annually

Customer experience based on G2 reviews:

“Intuitive User interface with informative guides and effective support no matter where you are on site, as well as the volume of tools to assist across the entire spectrum of marketing from social, research, ppc, and SEO.” – Connah Dixon, Technical Marketing Executive at The Dynamize Group

12. Ahrefs

Ahrefs is a comprehensive SEO platform offering tools to optimize search engine performance through keyword research, competitor analysis, content evaluation, and rank tracking.

Its powerful backlink checker provides insights into the quality and quantity of links to your site, helping you strengthen your link profile and improve rankings.

The keyword research tool offers detailed data on search volumes, difficulty, and related keywords, enabling businesses to target high-value terms and enhance their SEO strategies.

Features:

• SEO Dashboard
• Site Explorer and Site Audit
• Rank Tracker, Keyword Research, and Backlink Analysis
• Content Explorer

Pricing:

•  Free: Limited access to Site Explorer and Site Audit for website owners
• Paid: Starts from $108/month, billed annually

Customer experience based on G2:

“What I particularly appreciate about Ahrefs is the power of its semantic analyses (matching term). As soon as I build an SEO campaign or need to analyze a site or a keyword, it’s the first SEO tool I open. It allows me to quickly identify high-potential keywords, analyze my competitors’ strategies, and spot high-impact content opportunities.” – Thibault Rocher, Consultant SEO Freelance at Le SEO by Tibo

13. Moz Pro

Moz Pro is an all-in-one SEO solution for growth. It helps businesses improve search visibility, attract high-quality traffic, and increase conversions. With AI insights, it simplifies complex SEO workflows, making it an ideal choice for marketers aiming to achieve measurable results efficiently.

The platform monitors rankings, uncovers technical SEO issues, and provides actionable recommendations to improve the site’s performance.

Moz Pro helps analyze competition and uncover SERP opportunities by identifying keyword gaps, evaluating competitors, and adapting strategies to leverage untapped potential.

Features:

• Site Crawl, SEO Reporting, and SERP Analysis
• Domain Overview
• Moz AI and Centralized Dashboard

Pricing:

• Paid: Starts from $31/month, billed annually

Customer experience based on G2:

“Moz Pro offers one of the most intuitive interfaces in the SEO space, making it easy to navigate even for beginners. The keyword difficulty score is accurate and extremely helpful for prioritizing targets. Rank tracking and site audit reports are clear and actionable, and the link explorer is a great resource for backlink analysis.” – Akash Patange, Director of Marketing at Testlify

Other analytics tools

Userpilot

Features: Product Analytics, No-code Event Tracking, Autocapture, Trend Analysis, Funnel Analysis, Path Analysis, Cohort Analysis, Analytics Dashboard, Session Replay

Pricing:

• Paid: Starts from $249/month, paid annually

Hotjar

Features: Heatmaps, Session Recordings, AI Surveys, Funnels, Dashboards

Pricing:

• Free: Essential features forever
• Paid: Starts from $32/month, billed annually

Hubspot

Features: Marketing Analytics, Dashboards & Reporting, AI-Powered Automation, Social Media Management

Pricing:

• Free tools available
• Paid: Starts from $15/seat/month, billed annually

What to consider when selecting the right digital analytics tool

The right digital analytics tool is essential for effectively gathering insights and optimizing your online presence. Here are the key steps to guide your decision-making process:

a. Define goals and needs

Identify what you want to achieve with analytics. Are you looking to track website traffic, improve user experience, monitor social media performance, or optimize SEO? Defining your objectives ensures you select a tool that aligns with your business priorities.

b. Evaluate features

Consider the features offered by various tools. Look for capabilities like real-time tracking, integration with other platforms, ease of use, advanced reporting, and scalability. Ensure the tool provides the specific functionalities required for your business, such as heatmaps, funnel analysis, or social listening.

c. Check compatibility and integrations

Ensure the tool integrates seamlessly with your existing tech stack, including CRM, CMS, and other analytics or marketing platforms. Compatibility reduces workflow disruptions and allows you to centralize data for more comprehensive insights.

d. Analyze usability and support

The tool should be intuitive and accessible for your team. Evaluate its user interface, documentation, and customer support availability. Tools with straightforward dashboards and robust customer service are more accessible to adopt and maximize.

e. Consider budget and ROI

Compare pricing models and assess the tool’s value. Look for tools that align with your budget and provide the necessary features. Calculate potential ROI by evaluating how the tool will enhance your decision-making and performance in the long run.

f. Leverage free trials or demos

Test the tool with free trials or demo versions to gauge how well it meets your needs. This hands-on experience helps you understand the tool’s usability, features, and potential to deliver actionable insights.

g. Seek recommendations and reviews

Research reviews, testimonials, and case studies from businesses similar to yours. Peer recommendations can offer valuable insights into the tool’s effectiveness and reliability.

“I would say that the vast majority of companies just use a basic GA implementation and don’t dig deep. They might notice some things or simply look at transactions, how much money they’re making, or how many sales, but they don’t go and start looking at data in a different way. 

There are other options out there, not just data from an analytics solution. At VWO Insights, you have session recordings and heatmaps, for example, which provide an assisted way of understanding how users are interacting with the website.”

– David Otero,

CRO Specialist at Speero

Source: VWO Webinar

Conclusion

The right digital analytics tool can revolutionize your digital strategies by providing deep insights into user behavior, helping you create seamless and engaging experiences.

VWO’s integrated platform offers everything you need—insights, research, testing, and analysis—to optimize your website or app and enhance user satisfaction.

Elevate your UX strategy and drive better results with VWO. Start your free trial today.

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