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6 Best Website Tracking Tools & How to Choose the Right One

11 Min Read

11.8 billion data points is the staggering amount McLaren tracks to keep their F1 car at peak performance. 

These insights help them identify flaws, optimize strategies, and stay ahead in one of the most competitive sports in the world. The same principle applies to modern businesses operating through digital touchpoints like websites.

In the highly competitive digital space, a website must captivate potential customers and deliver flawless performance. Falling short means losing the race entirely. Just like McLaren, keeping your website at the top of its game requires meticulous tracking and optimization. But what does website tracking actually entail?

6 Best Website Tracking Tools & How To Choose The Right One

Understanding what is website tracking

Website tracking involves monitoring various activities on a website to gain insights into its performance, strengths, and areas for improvement. It’s a comprehensive approach to refining your digital presence. Here are the key aspects of website tracking:

  • Qualitative data tracking: This involves studying user behavior, such as frustration and confusion, using tools like heatmaps, session recordings, surveys, form analytics, and interviews.
  • Quantitative data tracking: Focuses on web analytics metrics like conversions, bounce rates, and page views to measure the quantitative performance of individual web pages.
  • Technical tracking: Tracks factors like website speed, core web vitals (e.g., Largest Contentful Paint or LCP), and front-end structure to ensure optimal technical performance.
  • SEO tracking: Monitors search engine optimization metrics, including SERP rankings, backlinks, indexing, website architecture, and sitemaps.
  • Intent data tracking: Tracks and analyzes high-intent visitors and their backgrounds to align marketing and sales strategies for better results.
  • User test tracking: Evaluates A/B test data and other experiments to understand how key performance indicators (KPIs) are impacted.

Each of these tracking dimensions is essential for maintaining a detailed understanding of website performance and the effectiveness of various initiatives. However, to truly excel, you need the right website tracking tools that provide a clear, precise, and actionable view of your website’s activity.

Let’s explore the best tools for each of these aspects and how they can help you stay ahead of the competition.

1. Qualitative data tracking: VWO Insights 

VWO Insights is a powerful behavior analysis tool that helps you understand user interactions on your website. It uncovers user struggles, frustrations, engaged areas, and overlooked sections through features like heatmaps, surveys, form analytics, and session recordings. Also, seamlessly integrating with 40+ martech platforms, VWO Insights makes it easy to access, track, and manage your website’s qualitative data.

VWO Insights Dashboard
VWO Insights Dashboard

Why choose this tool?

  • VWO Insights is part of a robust CRO platform that enables you to manage all your optimization initiatives from a single dashboard. Insights gathered can seamlessly power experiments like A/B testing for better results.
  • Its Insight Dashboard scores webpage experiences between 0 to 100, helping you to quickly identify poorly performing pages. On top of it, AI-powered analysis automates insights from heatmaps, session recordings, and surveys, saving time and effort.
  • Flexible quota control offers a flexible sampling of qualitative data, letting you manage usage efficiently. Also, a forever free plan to track up to 5,000 monthly users at no cost allows you to experiment without immediate financial commitment.

Pricing

VWO Insights offers both free and paid plans:

  • Starter plan: $0 for 5,000 Monthly Tracked Users (MTU)
  • Growth plan: $139/month for 10,000 MTU (billed annually)
  • Pro plan: $329/month for 10,000 MTU (billed annually)
  • Enterprise plan: $775/month for 10,000 MTU (billed annually)

You can also explore a free 30-day trial to determine how it can assist in achieving your business goals.

2. Quantitative data tracking: Google Analytics

Google Analytics is a widely used tool for tracking quantitative website data, trusted by millions of websites worldwide. It provides detailed reports on key metrics like conversions, user demographics, website traffic sources, and more. Powered by machine learning, Google Analytics goes beyond basic reporting to uncover valuable insights into visitor activity and event tracking.

Google Analytics Dashboard
Google Analytics Dashboard

Why choose this tool?

  • It’s easy to set up to track the website, and its detailed reports give comprehensive views of quantitative data. The reports shed light on the location, source, and medium of the traffic and also allow you to slice and dice this data with data ranges, comparisons, and filters. 
  • It can easily be integrated into your existing tech stack, as most digital tools integrate easily with Google Analytics.
  • You can easily utilize it to perform advanced tracking activities like cross-platform tracking as the data from platforms like Apps can be fetched from Google’s Firebase analytics. Thus, companies can get a comprehensive view of user activity.

Pricing

Google Analytics is available for free. For enterprise-level needs, it offers Google Analytics 360 with custom pricing tailored to business requirements.

3. Technical tracking: GTMetrix

GTMetrix is a powerful website performance-tracking tool that provides a comprehensive analysis of factors impacting site speed.

It generates detailed reports on Web Vitals, optimization opportunities, and waterfall charts. These reports offer valuable insights, such as identifying specific JS/CSS files slowing down your site.

By leveraging these insights, businesses can optimize page load speed to improve user experience and drive higher conversions.

GTMetrix Report
GTMetrix Report

Why choose this tool?

  • Track website speed across 22 global locations using various browsers to pinpoint where and why performance issues occur.
  • Advanced labeling and filtering in reports make it simple to analyze data and uncover actionable insights. You can also compare your website’s performance against competitors to understand where you stand.
  • For a closer look at how internal and external factors impact site speed, the tool offers hourly monitoring, providing clarity on performance fluctuations over time.

Pricing

The platform provides four pricing plans tailored to individual, business, and enterprise needs. Here are the details of the four plans specifically for individual users:

  • Micro: $5 per month
  • Solo: $14.50 per month
  • Starter: $28 per month
  • Growth: $55.50 per month

4. SEO tracking: Semrush

Semrush is a powerful SEO tool that provides deep insights into website health, traffic, and performance. Its Site Audit feature evaluates key factors such as crawlability, site speed, and internal linking. It assigns a score out of 100 and recommends actionable improvements to enhance SEO.

Additionally, Semrush offers backlink audit reports to analyze off-page performance. This helps identify and optimize external links for better visibility.

With its comprehensive features, Semrush simplifies tracking and optimizing your website’s SEO performance.

Semrush Site Audit Report
Semrush Site Audit Report

Why choose this tool?

  • It’s a comprehensive website tracking tool that monitors both on-page and off-page SEO, website performance, and social media activity—all from a single, user-friendly dashboard. This centralized approach makes it effortless for businesses to track and manage multiple aspects of their website’s performance.
  • It’s an enterprise-grade tool that seamlessly integrates with popular platforms streamlining both SEO and SEM initiatives. It also offers robust user management features for role-based access, ensuring secure and organized workflows.
  • The tool’s modern app center includes AI-powered apps that automate website tracking activities, saving time and boosting efficiency.

Pricing

In addition to limited free access, the tool offers three pricing plans: 

  • Pro – $139.95 per month 
  • Guru – $249.95 per month 
  • Business – $499.95 per month

5. Intent data tracking: Leadfeeder

Leedfeeder is an intent data tool that tracks the companies visiting your website, understands their intent, and filters them based on behavior, demographics, geography, and other factors. The tool scores visitors according to their web activity, helping you target high-intent leads for conversion. 

It also has a global database that reveals the LinkedIn profiles, email addresses, and contact information of key decision-makers in a company. Additionally, its extensive integration library makes it easy to incorporate into your existing tech stack and effectively monitor website activity.

Leedfeeder Dashboard
Leedfeeder dashboard

Why choose this tool?

  • The tool monitors the companies visiting the website and provides a detailed overview of the pages they view. Based on the database that the tool offers, this information assists sales and marketing teams in creating targeted and personalized campaigns aimed at key decision-makers.
  • The filtering based on various attributes, such as demography, keywords, and companies, helps visitor identification from untapped markets, paving the way for expansion.
  • Integration with popular CRM platforms like HubSpot makes it easy to migrate data and populate these platforms with high buyer intent data.

Pricing

Leadfeeder offers two plans:

  • Free Plan: Includes unlimited users but limits company identification to 100.
  • Paid Plan: Costs €99 per month and provides unlimited data storage and company identification.

6. User test tracking: VWO Testing

VWO Testing enables you to run and track various experiments, including A/B tests, multivariate (MVT) tests, multi-page tests, and split URL tests. Once initiated, the tool monitors key performance indicators (KPIs), evaluates the impact on guardrail metrics, and tracks secondary KPIs. Its advanced SmartStats engine ensures precise and reliable test results.

VWO report with real-time tracked data
VWO report with real-time tracked data

Why choose this tool?

  • A powerful user experience testing tool with detailed reporting and robust experiment tracking. Features like Bonferroni correction address issues such as peeking, ensuring accurate results.
  • Monitors and analyzes user segment performance during experiments, providing deeper insights into how variations impact different user groups.
  • AI-driven capabilities simplify tasks like variation creation for A/B tests with a simple input prompt while summarizing and analyzing reports for effortless data interpretation.

Pricing

VWO Testing offers both free and paid plans:

  • Starter plan: $0 for 50,000 Monthly Tracked Users (MTU)
  • Growth plan: $275/month for 50,000 MTU (billed annually)
  • Pro plan: $633/month for 50,000 MTU (billed annually)
  • Enterprise plan: $1107/month for 50,000 MTU (billed annually)

You can also try it out for a 30-day, full-feature free trial to see how it can help you achieve your business objectives. 

And there you have it! These six top web tracking tools offer a comprehensive view of your website’s activities, allowing you to optimize performance and enhance user experiences.

How to choose the right website tracking tool

Let’s review some criteria to narrow down the best website visitor tracking tools for you.

1. Identify the information gap

The first step is to brainstorm and analyze the data from your existing tools. Identify gaps in the information related to website activity. This will help you define clear goals.

For instance, if your web analytics tools show low conversion rates on key pages, your goal could be to uncover the reasons behind this trend. In such cases, exploring qualitative tools like VWO Insights can provide valuable answers and help you address the issue effectively.

2. Understand your budget

Once you’ve defined your needs, consider your budget. Compare offerings from top tools and prioritize those with free trials or no-cost plans, allowing you to test their capabilities without immediate financial commitment.

If you have the budget for enterprise-level solutions, evaluate features like advanced user management, scalability, and customization to ensure the tool grows with your business needs.

3. Evaluate integration capabilities

Next, assess how well the shortlisted tools integrate with your existing tech stack. Seamless data transfer and compatibility with other tools are essential for efficient operations. Look for solutions that offer wide-ranging integration options.

4. Prioritize modern features

Another important factor to consider is the modern features offered by the tool. Prioritize tools with Generative AI capabilities that automate tasks and ease the workload on human resources.

For instance, as mentioned earlier, VWO Copilot enables users to automate heatmap and session recording analysis with the help of generative AI. This not only saves a significant amount of time but also reduces human error, streamlining the entire tracking process.

5. Evaluate privacy compliance

Lastly, the privacy compliance of the tools must be evaluated. With increasing emphasis on user privacy and data protection, this step is critical.  

Select tools that comply with standards such as GDPR, HIPAA, and SOC 2 certifications. This will help you track website activity effectively while protecting user data and preventing leaks or breaches. Additionally, the tool should clearly specify its data retention period and offer an automatic deletion feature for unsaved recordings, ensuring that unnecessary information is removed promptly. Prioritizing privacy-compliant tools is a wise decision to build trust and avoid regulatory issues.

Final thoughts

Website tracking is essential, but success hinges on using the right website visitor tracking tool. The tools mentioned above are some of the best in the market. Explore them—they can be used individually or combined for a comprehensive tracking strategy.

Remember, tracking is just the first step. The real magic happens when you act on the insights. Whether it’s optimizing conversion rates or personalizing user experiences, taking action is what transforms a website from average to exceptional.

Frequently asked questions (FAQs)

Q1. Which tool is most effective for tracking website visitors?

The effectiveness of a tool depends on the type of visitor data you wish to track. For instance, if you want to identify the most clicked sections of your website by visitor, a qualitative tracking tool like VWO Insights is an excellent choice.

Q2. What methods can I use to monitor clicks on my website?

Qualitative tracking methods are ideal for monitoring clicks on your website. For detailed insights, such as identifying which elements receive the most clicks, tools like Clickmaps provide a qualitative edge.

Q3. Are there any free tools available for tracking website visitors?

Yes, several free website visitor-tracking software and tools are available. Some popular options include VWO Insights (free plan), Google Analytics, Google PageSpeed Insights, and GTMetrix.

Q4. What is an example of web tracking?

One example of web tracking is periodically analyzing how your website performs in SERPs. This involves tracking fluctuations in rankings for targeted keywords and assessing any rise or decline in visibility.

Categories:
Ketan Pande
Ketan Pande I’m a content marketer at VWO, reading and writing on topics like behavior analytics, conversion rate optimization, and experimentation. Prior to VWO, I built and managed my own website where I discussed business growth and career. When I’m not at my desk, you’ll find me exploring nature trails, cycling through the countryside, or seeking out new physical challenges—those are my ideas of a good time! Want to start a conversation with me? Just mention BIRDS, and you’ll have my undivided attention.
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