Imagine if you had instant answers to what’s working and what’s not in your product.

“Users keep dropping off after onboarding—time to fix that!”

“This feature is a hit, but half your customers aren’t using it—boost engagement!”

“Churn is rising for monthly plans, but annual subscribers are sticking around—rethink pricing?”

Sounds like a dream, right? Well, that’s exactly what SaaS analytics tools do –  they help uncover these insights, helping you enhance your product and hit crucial metrics.

But not all analytics tools measure the same things. Some track user behavior, while others focus on subscription metrics and churn prediction. Picking the right one is key to meeting your SaaS business objectives.

In this guide, we’ll explore the 7 best SaaS analytics tools, comparing their key features, use cases, and must-track metrics to help you find the perfect fit. Let’s get started.

What is SaaS analytics?

SaaS analytics enables software-as-a-service companies to track, analyze, and interpret data across the customer journey, leading to smarter, data-driven decisions. By monitoring key user metrics, businesses gain actionable insights that help improve products, enhance engagement, and boost retention.

SaaS analytics is designed specifically for subscription-based businesses, uncovering trends that impact growth. It helps companies with:

• User behavior trends – Understand how customers interact with the product, which features drive engagement, and where users drop off.
• Churn & retention insights – Identify why customers leave and develop strategies to improve retention.
• Product adoption & engagement – Optimize onboarding experiences and ensure users maximize product value.
• Revenue & growth tracking – Monitor key SaaS metrics like MRR, ARR, churn rate, and CLV to assess business health.

Types of SaaS analytics tools needed by SaaS companies

• Web analytics tools: Track website traffic, visitor behavior, and conversion rates to optimize marketing efforts and user acquisition.
• User behavior analytics tools: Analyze how users interact with a product, including clicks, navigation paths, and engagement patterns, to improve UX and feature adoption.
• Product analytics tools: Provide insights into feature usage, retention trends, and customer engagement within a SaaS product to enhance functionality and user satisfaction.
• Customer journey analytics tools: Map the end-to-end customer experience across multiple touchpoints to identify friction points and optimize onboarding, retention, and support.
• Revenue & churn analytics tools: Monitor key financial metrics like MRR, ARR, churn rate, and expansion revenue to assess business growth and reduce customer attrition.
• Subscription analytics tools: Track recurring revenue, billing cycles, and customer lifetime value (CLV) to optimize pricing strategies and subscription management.

Best SaaS analytics software: A quick overview

• VWO – An experimentation-driven solution
• Google Analytics 4- Web analytics
• Kissmetrics – User behavior analytics
• Userpilot – Product analytics
• Woopra – Customer journey analytics
• ChartMogul – Subscription analytics
• Churnly – Churn & revenue analytics

Top 7 SaaS analytics software and tools: Detailed overview

1. VWO: An experimentation-driven solution for SaaS growth

When choosing a SaaS analytics tool, businesses look for more than just tracking—they need actionable insights and the ability to experiment for data-driven improvements. While many tools specialize in either behavioral analytics or A/B testing, VWO brings both together, making it a powerful choice for SaaS companies aiming to understand user behavior and optimize for conversions simultaneously.

Deep behavioral analytics with VWO Insights

VWO Insights gives a clear view of user journeys, showing exactly where they click, navigate, and drop off. Heatmaps, session recordings, and funnels help SaaS teams uncover friction points—whether it’s a confusing CTA, an abandoned form, or an underutilized feature—allowing them to make informed improvements.

When conversion rates are low, VWO’s form analytics identify hesitation points in sign-up flows, revealing which fields users skip, refill, or abandon. On-page surveys further bridge the gap, gathering real-time feedback to explain why users behave a certain way. With advanced segmentation, businesses can analyze these patterns based on device type, traffic source, or user behavior, ensuring precise and targeted optimizations.

Beyond insights: Testing and experimentation with VWO

While many SaaS analytics tools stop at insights, VWO goes a step further by enabling experimentation, ensuring that optimizations are backed by real data, not assumptions. 

SaaS businesses can leverage VWO based on their specific needs—VWO Testing for web experimentation, such as A/B testing landing pages, CTAs, messaging, and pop-ups to improve conversions and engagement. For deeper, server-side experimentation, VWO Feature Management enables SaaS businesses to refine onboarding with guided tours, optimize pricing strategies through controlled tests, and launch features with confidence via staged rollouts, ensuring minimal risk before full deployment.

Dashboard overview:

The Insights Dashboard provides an experience score to pinpoint areas for improvement. With easy access to session recordings, heatmaps, and form and survey analytics, it streamlines user experience analysis by providing a centralized, visual breakdown of visitor behavior, eliminating guesswork and enabling quick, data-driven improvements.

Additional features

AI-powered Heatmap Generator and Surveys, Customer Data Platform, No-Code Editor, Enhanced SmartStats, Advanced Targeting

Pricing

• Free trial: 30 days inclusive of all features.
• Insights:
  • Free: Up to 5k MTUs
  • Paid: Starts from $199/month, billed annually.
• Testing:
  • Free: Up to 10k MTUs.
  • Paid: Starts from $220/month, billed annually.

Success story: RestroWorks improved Demo requests by 52% with VWO

Restroworks, a SaaS-based restaurant management platform, sought to increase demo sign-ups by optimizing its Home and Contact Us pages. Using VWO’s Experience Optimization Platform, they identified friction points and improved conversions.

Challenge & solution:

VWO Insights’ heatmaps and session recordings revealed low engagement and high drop-offs on key pages. To optimize conversion rates, Restroworks conducted multiple A/B tests over 12 weeks, testing:

• Refined messaging and CTAs to improve Home-to-Contact page visits.
• Used customer logos and testimonials to build trust and credibility.
• Form optimization using VWO Form Analytics to reduce abandonment.
• A distraction-free Contact Us page by minimizing exit points.

Results:

By continuously testing and optimizing, Restroworks achieved a 52% increase in demo requests in just one month, boosting its overall website conversion rate by 25%, reaching 3.4%. Encouraged by these results, the team has rolled out the winning designs across other product pages to replicate success.

Every A/B testing process aims to bring a significant raise in the conversion rates, and for a SaaS website like POSist, which targets niche restaurant industry, this was a 4 month long journey. After months of rigorous testing in between multiple variations of our website with VWO’s Split URL testing campaigns, we were able to register a 50% growth in our organic leads.

Ashish Tulsian
Cofounder and CEO at Restroworks

For SaaS teams seeking a tool that does more than track numbers, VWO provides the perfect balance of insights and optimization, helping businesses make data-backed decisions that drive higher engagement, conversions, and revenue growth.

Take the 30-day free trial today!

2. Google Analytics 4 –  Best for web analytics

Google Analytics 4 provides a complete event-based view of user interactions across websites and apps, providing a clear view of engagement, conversions, and drop-offs. With advanced reporting and machine learning, GA4 uncovers which channels drive results, where users struggle, and who is likely to convert or churn.

By integrating with CRM, POS, and first-party data sources, GA4 delivers a comprehensive customer view, enabling businesses to refine marketing, onboarding, and product experiences for sustained growth.

Dashboard overview:

Google Analytics 4 Dashboards give a quick visual snapshot of key metrics, making it easy to track performance and uncover insights in real time. With customizable widgets—like charts, tables, and numeric displays—you can tailor dashboards to your needs, share them with your team, and export reports effortlessly for seamless collaboration.

Features

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

Pricing

• Google Analytics 4 is free for all.

Pros & cons

Pros:

• A clear view of website analytics, displaying key metrics like user engagement, active users, real-time visitors, and traffic sources.
• It is easy to integrate by simply pasting a code into the website’s header, making setup quick and hassle-free.

Cons:

• Advanced customization requires technical expertise, making it less accessible for non-technical users.
• The user interface in GA4 can be overwhelming for beginners due to its complexity and numerous features.

Alternatives: Adobe Analytics, Semrush

3. Kissmetrics – Best for user behavior analytics

Kissmetrics is a user behavior analytics platform that helps SaaS companies track and analyze user behavior, tying every action to an individual for a complete view of customer interactions. It provides insights into active users, feature adoption, and page views, helping businesses optimize engagement and retention.

With churn tracking, LTV calculation, and revenue analysis, Kissmetrics enables data-driven decisions to maximize growth. It also tracks acquisition sources and user activity across sites and products, offering a clear path to improving conversions and customer success.

Dashboard overview:

Kissmetrics offers a user-focused dashboard that connects every action to an individual, providing reports on acquisition sources, feature usage, top customers, and churn risk. With real-time insights, teams can analyze behavior, identify bottlenecks, and refine growth strategies in one intuitive interface.

Features

Funnel Visualization, Cohort Analysis, Customer Segmentation, Advanced BI Reporting.

Pricing 

• Small teams: $299/month, billed annually
• Medium-sized teams: $499/month, billed annually
• Large teams: Custom

Pros & cons

Pros:

• It allows quick data analysis and identifies key insights through statistical distribution frequencies.
• The user-friendly interface makes data visualization simple and intuitive.

Cons:

• Kissmetrics requires additional costs for some advanced features.
• It has a learning curve that takes time to adapt and master.

Alternatives: Heap, Mixpanel

4. Userpilot – Best for product analytics

Userpilot is a comprehensive platform that integrates product analytics, user onboarding, in-app surveys, and feedback collection, helping businesses track user trends, measure feature popularity, and refine product experiences.

Through trend and funnel analysis, companies can pinpoint drop-off points, identify friction in the user journey, and optimize feature adoption—enhancing retention, streamlining workflows, and driving revenue growth while reducing tech stack complexity and costs.

Dashboard overview:

Userpilot’s customizable product analytics dashboard tracks key metrics like product usage, activation, adoption, and retention, with options to build from scratch or use templates. Teams can drag and drop reports, integrate survey responses, and share insights effortlessly to drive data-driven decisions.

Features

Trend Analysis, In-app Surveys, Cohort Analysis, Funnel Analysis, Custom Dashboards, Session Replay, Event Autocapture, Path Analysis

Pricing

• Free trial: 14 days for all plans.
• Paid: Starts from $249/month, billed annually.

Pros & cons

Pros:

• Userpilot enables the easy setup of surveys, NPS measurements, user flows, and banners without developer support.
• Its intuitive interface and no-code builder allow quick deployment and optimization of in-app experiences.

Cons:

• The analytics dashboard could offer better clarity and more advanced insights into user behavior.
• Customization for flows, the resource center, and surveys could be expanded for greater flexibility.

Alternatives: Pendo, Whatfix

5. Woopra – Best for customer journey analytics

Woopra provides SaaS analytics solutions that track and optimize the entire customer journey—from acquisition to retention. Unlike traditional tools, Woopra provides non-linear, omnichannel insights by integrating with CRM, marketing, and support platforms to unify customer data and enable smarter, automated actions.

Woopra’s Journey Reports map multi-channel user interactions, helping businesses identify drop-offs, optimize onboarding, and improve retention. With segmented, real-time insights, it pinpoints whether churn stems from marketing, product issues, or support gaps—empowering teams to act fast.

Dashboard overview:

Woopra’s dashboard provides a variety of reports to evaluate user behavior and performance. It features Customer Journey Reports to track visitor interactions across different stages, Metric Trend Reports for visualizing key trends over time, Cohort Reports to analyze growth within specific user segments, and Retention Reports to measure long-term visitor engagement.

Features

One-click Integrations, Behavioral Segmentation, Automation, Real-time Triggers, Dynamic Journeys, Trends & Subscription Reports, Data Retention, Full Funnel Campaign Attribution, Product Analytics

Pricing

• Free trial: 14 days for the paid plans.
• Free: Learn & experiment with 10k actions/month.
• Paid: Starts from $49/month.

Pros & cons

Pros:

• Helps understand user requirements and priorities while offering an intuitive interface and easy setup.
• Effectively tracks solutions and monitors all clients with valuable, ready-to-use metrics while remaining lightweight for end users.

Cons:

• Requires developer support for certain tasks and downloading complex reports.
• Some inconsistencies in user records can make accurate data tracking challenging.

Alternatives: Amplitude, FullStory

6. ChartMogul – Best for simple subscription analytics

ChartMogul is a subscription analytics platform that helps SaaS companies track, analyze, and optimize revenue by normalizing billing data in real time. It provides accurate insights into key SaaS metrics like MRR, ARR, churn, and retention, along with benchmarking tools that compare performance against 2,500 SaaS companies, enabling businesses to refine their growth strategies, scale efficiently, and make data-driven decisions.

 Its advanced data auditing tools ensure precise subscription tracking by allowing businesses to remove false churn events, merge customer records, track refunds, and audit every MRR movement for full financial control.

Dashboard overview:

ChartMogul’s customizable dashboards transform billing data from multiple sources into visual insights, tracking ARR, LTV, retention, and churn in real time. By comparing trends with historical performance, businesses can identify patterns, refine strategies, and drive subscription growth.

Features

Segmentation, Cohort Analysis, Filters, Customer Reports, Data Enrichment

Pricing

• Free trial: 14 days for the Pro plan.
• Free: For early-stage companies with less than $10k MRR.
• Paid: Starts from $99/month, billed annually.

Pros & cons

Pros:

• Offers fast reporting, easy data exports, and API integration for custom dashboards.
• Seamlessly generates all key business and finance metrics for SaaS companies.

Cons:

• Lacks built-in separation for New vs. Recurring MRR and forecasting.
• Managing larger datasets would be more efficient with support for a custom data source and data lake infrastructure.

Alternatives: Baremetrics, SubscriptionFlow

7. Churnly – Best for easy churn and revenue management

Churnly is a churn management software that helps B2B SaaS companies predict and prevent churn with AI-driven insights and 92-96% accurate forecasts. It analyzes millions of data points to identify churn triggers, providing real-time visibility into product adoption, engagement, and renewal patterns.

With proactive alerts and predictive analytics, Customer Success teams can intervene early, retain customers, and reduce revenue loss. By leveraging AI-powered insights, Churnly enables SaaS businesses to maximize customer lifetime value and drive sustainable growth.

Dashboard overview:

Churnly’s intuitive dashboard visualizes churn analytics, highlighting customer journeys, spending trends, acquired vs. lost users, and at-risk customers. With real-time insights, businesses can identify retention risks, prioritize high-value users, and take proactive steps to reduce churn.

Features

Actionable Predictions, Powerful Integrations, Custom APIs, Filtering Tools

Pricing

• Plans are not available on the website.

Pros & cons

Pros:

• Makes it easy to track at-risk customers, allowing for proactive retention strategies.

Cons: 

• Only compatible with Windows, limiting use on other operating systems.

Alternatives: ChurnZero, Gainsight

Comparison of SaaS analytics tools

SaaS Analytics Tool	Features	Pricing
VWO	VWO Insights, A/B Testing, AI-powered Heatmap Generator and Surveys, Customer Data Platform, No-Code Editor, Enhanced SmartStats, Advanced Targeting	Free trial: 30 days inclusive of all features. Insights:Free: Up to 5k MTUs Paid: Starts from $199/month, billed annually. Testing: Free: Up to 10k MTUs. Paid: Starts from $220/month, billed annually.
GoogleAnalytics	Built-in Automation, Predictive Analytics, Real-Time Reporting, Funnel Analysis, Integrations, User Exploration using Segmentation	Google Analytics is free for all.
Kissmetrics	Funnel Visualization, Cohort Analysis, Customer Segmentation, Advanced BI Reporting	Small teams: $299/month, billed annually Medium-sized teams: $499/month, billed annually Large teams: Custom
Userpilot	Trend Analysis, In-app Surveys, Cohort Analysis, Funnel Analysis, Custom Dashboards, Session Replay, Event Autocapture, Path Analysis	Free trial: 14 days for all plans. Paid: Starts from $249/month, billed annually.
Woopra	One-click Integrations, Behavioral Segmentation, Automation, Real-time Triggers, Dynamic Journeys, Trends & Subscription Reports, Data Retention, Full Funnel Campaign Attribution, Product Analytics	Free trial: 14 days for the paid plans. Free: Learn & experiment with 10k actions/month. Paid: Starts from $49/month.
ChartMogul	Segmentation, Cohort Analysis, Filters, Customer Reports, Data Enrichment	Free trial: 14 days for the Pro plan. Free: For early-stage companies with less than $10k MRR. Paid: Starts from $99/month, billed annually.
Churnly	Actionable Predictions, Powerful Integrations, Custom APIs, Filtering Tools	Plans are not available on the website.

Key features to look for while selecting SaaS analytics tools

When selecting SaaS analytics tools, it’s essential to consider several key features to ensure you choose the right one for your business needs. Here are some important aspects to look for:

• Intuitive interface: The tool should be easy to navigate, allowing users to quickly understand and use its features.
• Adaptable dashboards: The ability to customize dashboards ensures that users can focus on the metrics that matter most to them.
• Scalable architecture: As your business grows, the tool should be able to handle increased data loads and user numbers without compromising performance.
• Rich data visualization: Effective data visualization options help in making complex data easily digestible through various chart types and interactive graphics.
• Versatile data integration: Seamless integration with other software and data sources, such as CRMs, ERPs, and marketing platforms, is crucial for comprehensive analytics.
• Collaborative features: Tools that support teamwork by enabling easy sharing and commenting on reports and dashboards can enhance decision-making processes.
• Robust security: Ensuring data protection through encryption, access controls, and compliance with relevant standards is essential for safeguarding sensitive information.
• Dependable support: Access to knowledgeable and responsive customer support can be invaluable when troubleshooting issues or optimizing the use of the tool.

Key SaaS metrics & KPIs to track with analytics tools

For a SaaS business to scale successfully, tracking the right metrics is crucial. By analyzing key performance indicators (KPIs), companies can identify opportunities, address challenges, and refine strategies to drive long-term sustainability and maintain overall business health.

Below is a breakdown of the most important SaaS metrics, categorized to help businesses focus on the areas that matter most.

1. Revenue metrics

• Monthly Recurring Revenue (MRR) – Measures predictable monthly subscription revenue, providing a clear view of business growth.
• Annual Recurring Revenue (ARR) – Tracks yearly recurring revenue from subscriptions, offering a long-term perspective on financial stability.
• Customer Lifetime Value (CLV/LTV) – Estimates the total revenue a customer is expected to generate throughout their relationship with the company.
• Customer Acquisition Cost (CAC) – Calculates the cost of acquiring a new customer, helping businesses assess the efficiency of their sales and marketing efforts.

2. Retention and growth metrics

• Churn Rate – Tracks the percentage of customers who cancel their subscriptions, indicating retention challenges.
• Net Revenue Retention (NRR) – Measures revenue retention, including expansion revenue from existing customers, offsetting churn.
• Retention Rate – Calculates the percentage of customers who continue using the product over a specific period, reflecting customer loyalty.
• Expansion Revenue – Tracks additional revenue generated from existing customers through upsells, cross-sells, and add-ons.

3. Product and engagement metrics

• Product Adoption Rate – Measures how quickly and effectively customers start using key features within the product.
• Customer Engagement Score – Assesses how frequently and deeply customers interact with the product, indicating overall engagement levels.
• Conversion Rate – Evaluates the percentage of trial users or leads who convert into paying customers.
• Average Revenue Per User (ARPU) – Calculates the revenue generated per active customer, helping businesses assess pricing effectiveness.

4. Customer satisfaction metrics

• Net Promoter Score (NPS) – Gauges customer loyalty by measuring how likely users are to recommend the product.
• Customer Satisfaction Score (CSAT) – Collects direct user feedback to assess overall satisfaction with the product or service.

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