Data is everywhere. From the number of people who visited your website to how many people deleted your marketing emails without opening them, it’s more than just numbers and figures.

Data makes more sense when it’s processed and analysed in reports. The information in these reports is what drives businesses to decide whether to increase their budget for paid advertising or decrease social media campaigns.

Accessing data isn’t always easy, but the good news is that web analytics are readily available on the best web analytics tools online. But narrowing your options down to one choice can be tough when there are dozens of website analytics platforms to choose from.

In this blog post, we’ve outlined some of the best website analytics tools and their features, so you can decide which one is best for your needs.

Best Web Analytics Tools for 2025

Here’s a list of 6 top web analytics tools to consider.

1. Google Analytics

Google Analytics (GA) takes the first spot on this list for a few reasons. First, it’s free; second, there’s a whole repository of information on how to use it best; and finally, it’s regularly improved and updated. Unsurprisingly, it’s the most widely used website analytics platform.

With GA, you can make more sense of your raw data and get detailed information on website visitors, location, age, interests, gender, and devices used. You can track sources to see from where your visitors are landing on your website and how much of it is organic, referral, social media, and from paid ad campaigns.

Key Features of Google Analytics

Traffic sources
Page views
Engagement
Conversions
Events
eCommerce transactions
Behaviour analysis
Form submissions
Customisable reports
Integration with other Google products

2. Kissmetrics

If your business needs to track user behaviour, Kissmetrics is the best web analytics tool for the job. This tool gives you valuable insights into individual user journeys and ways to retain your customers. You can use it to understand how your website visitors interact with your site and use this information to tweak your user engagement strategy.

Kissmetrics also lets you optimise your marketing campaigns and user experiences through its A/B testing and experimentation features. You can create content experiments to learn which type of content leads to conversions.

Key Features of Kissmetrics

Track customer behaviour
Map customer journey
Segment users by demography and geography
Analyse retention trends and patterns
A/B testing and experimentation
Event tracking and attribution
Visualise and report data

3. SEMRush

SEMRush is one of the top web analytics tools for competitive analysis. The platform’s traffic analytics uses clickstream data to get a rough estimate of the traffic of any website, so you can analyse multiple competitors at once.

The platform also shows you what percent of traffic comes from searches, paid ads, and social media, and its keyword research tool lets you identify phrases relevant to the business, service, and product.

Key Features of SEMRush

Competitor analysis
Impactful keyword research capabilities
On-page search engine optimisation
Identify quality backlinks
Tools to support content marketing efforts
PPC advertising
Social media management
Custom reporting and analytics

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4. Mixpanel

Mixpanel is counted among the best web analytics tools for analysing user and product behaviour. This tool allows you to track and analyse how your visitors interact with your products and services through multiple channels, including websites, mobile apps, and SaaS platforms.

With Mixpanel, you can view and analyse the steps users follow to complete actions and conversions, such as completing a purchase or signing up to an email newsletter.

Key Features of Mixpanel

Track user events and interactions
Segment users by demography and geography
Funnel analysis
Analyse user retention rate
A/B testing and experimentation
Real-time data analytics
Data visualisation and reporting

5. Matomo

If you’re concerned about user data privacy, Matomo is an ethical option to consider. This open-source tool is one of the few web analytics tools that lets you completely own your data.

Matomo lets you keep your data on your servers, instead of theirs, keeping you in full control of your data’s security and privacy. This can minimise the risk of data leaks and selling to third-party brokers.

Key Features of Matomo

User data control
Privacy compliant with regulations and user consent
Dozens of website analytics metrics give you a complete picture of your website’s performance
Customisable dashboards and reports
Real-time user data analytics
Track business goals and conversion data
Segment users by demography and geography
Session recordings and heatmaps

6. Clicky

Clicky is one of the best website analytics platforms to pick when you’re looking for an affordable option. The tool’s user interface and dashboard aren’t the most intuitively designed for users, but it’s still functional.

Tracking visitors and fetching data in real-time are two highlight capabilities of this cookie-less and privacy-friendly tool, as even some of the best web analytics platforms don’t pull data until the next day.

Clicky also uses cookies to automatically ignore your own visits to your website, reducing inflated visitor statistics.

Key Features of Clicky

Real-time insights on website visits, actions, bounce rates, time per visit, and more
Advanced analytics include heat mapping, funnel analysis, backlink monitoring, and live-view
Detects and filters bots to report human-only visitors
Detailed visitor action logs
IP address logs for monitoring fraud
Round-the-clock uptime monitoring of your website

For Simplifying Feedback Management, Choose QualityHive

Out of these 6 best web analytics tools, all are all worth considering, but the best choice for you depends on the type of metrics you want to track and analyse, from traffic, user behaviour, and user experience to SEO, content, or competitors. Consider the price, usability, features, and availability of different platforms when making your decision.

Once you’ve chosen a website analytics tool to use, you might be ready to expand your search to look for the best tool for simplifying your website’s feedback.

In this case, we recommend QualityHive. Get instant feedback with our tool’s user-friendly features including quick screenshots, video recording, and browser information capturing, and streamline your development feedback process.

You’ll start looking forward to feedback with QualityHive. Get more information on affordable monthly pricing options and customer support. Try it for free.