Not Just Metrica: The Best Web Analytics Tools For Marketers

A web analyst is both a psychologist and a data scientist. He works with data about users of the site, studies their behavior and helps to direct a heavy marketing machine to sell or popularize Black Jack online games. But where to get the primary information for analysis? In services and counters, which we will talk about in the article.

What High-Quality Web Analytics Helps to Find Out:

  • See all target metrics in one report: traffic, conversions, orders and sales, associated conversions in real time.
  • Evaluate the effectiveness of each advertising campaign up to the final sale. Adjust campaigns depending on CPL, ROS, DRR.
  • Evaluate the funnel of user interaction with the site, determine at what level the loss of end customers occurs.
  • Evaluate metrics in real time.
  • Counters and services help to obtain this information.

Google Analytics

What started it all is Google’s great and terrible web analytics system. For ten years, the service has been tracking site visitors as well as Big Brother and helping marketers around the world sell more. We will not go into detail about Google Analytics – a huge amount of content has been written about and filmed.

Here’s the main thing that the service can do:

  • build reports in real time;
  • collect advanced data on site statistics;
  • analyze content;
  • build conversion chains and multi-channel funnels.

With GA, you can track traffic sources, monitor visitor activity, and get information in the form of reports in Google Sheets.

  • Pros: Easy to use and free tool, integrates easily with other Google kids, explored inside and out.
  • Cons: Difficulties in sampling data with large amounts of statistics or setting up a segment.


If you’re afraid to entrust Google with user data and don’t rely too much on Metrica, try something new. Matomo (formerly known as Piwik) is an open source application that is a worthy alternative to the first two systems.

This service will track and count all site visitors, transmit data about the referral source (both on the Internet and geographically), whisper entry and exit pages. Don’t forget about the customizable control panel, the ability to run A / B tests, heat maps, a tag manager, the ability to record sessions, and a bunch of other interesting features.

Matomo integrates with over 65 content management systems including WordPress, Magneto, Joomla and vBulletin. With other systems, the conversation is short: add the tracking code to the site page – and you will receive information in your personal account.

Cons: rather overloaded interface – a large number of reports can confuse an inexperienced user.

Open Web Analytics

Open source fans will definitely appreciate this system. Open Web Analytics is a completely free service that will help you with simple projects. What he collects:

  • information on unique and repeat visitors, visits and page views, average visit duration, refusals;
  • e-commerce data: clicks, conversions, purchases, etc .;
  • login and log out pages, traffic sources;
  • most user data: geography, age, browser type and operating system.

In addition to its usual set of analytics and reporting features, Open Web Analytics tracks user behavior on the site. A feature of the service is heat maps. They show you where on the page your visitors are most likely to interact and help build the user journey from click to sale.

Open Web Analytics integrates seamlessly with WordPress via a plugin. If you have a different CMS, you’ll have to dig into JavaScript or PHP code.


Finteza is an advanced web analytics tool that helps you track website traffic, create effective funnels, landing pages and ad campaigns, and analyze conversions.

The service provides a lot of data on web analytics: information on audience, bounce rates, visited pages, traffic from certain sources, conversions, device data, demographics and geographic indicators of users.

The Finteza feature is an in-depth analysis of traffic quality, which includes botnet detection and technology for tracking 12 types of low-quality traffic from each channel in real time.

Apart from analytics, Finteza is renowned for its strong marketing platform. It can be used to manage ads: setting up various types of targeting, building complex goals, controlling the conversion of banners and landing pages.


Woopra is an integrated marketing management platform that collects advertising and sales information in one place. The service supports over 50 integrations with popular marketing tools such as Salesforce, Google Ads, Google Drive, Hubspot, and Campaign Monitor.

What’s interesting about Woopra:

  • real-time statistics;
  • detailed data on interaction with the site (for example, adding an item to the cart or viewing on the site);
  • segmentation of users;
  • notifications about important user activity;
  • own application.

Cons: like every foreign platform, Woopra is not very clear in the settings for Russians, and for the correct setting, you will have to ask for help from technical support.

Leave A Reply

Your email address will not be published.