A deep dive on new website analytics tools

If you’re a digital marketer, you’ve most likely heard of the Google Analytics (GA) tool. It ranks top of the list for being free, simple enough to use and relatively customizable to the type of data you’re looking to report on.

And that’s all great, but the problem with GA is that the data may not always be accurate and isn’t technically yours – their fineprint mentions that data collected while using GA may be retained and used by Google and their subsidiaries.

The tool also samples the data, meaning you may not be getting a complete picture of all users visiting your website. Google Analytics also isn’t the best for providing insight into why users are doing what they’re doing. It can tell you which webpage had the highest bounce rate, but it can’t provide much context as to why – a lot of the data shown is left open to interpretation.

All this to say, Google Analytics is still a handy tool to have, but it shouldn’t be the only tool that marketers and advertisers use. If a paid service is something do-able for your business, here are some other tools out there to consider adding to your roster.


If you’re looking for more actionable insights, consider a switch to Oribi. Instead of spending extra time sorting through piles of data, Oribi highlights what requires your attention and then translates that data into something actionable.

This tool also provides insight into individual visitor data and helps with more thorough conversion attribution.

Pricing is on the more expensive end (it starts at $300/month for businesses), but the plans are customizable to what you’re specifically looking to get out of the tool.


If you’re looking to monitor traffic and research your competitors, then check out Ahrefs. This tool lets you see the keywords where your competitors rank the highest in organic search and also the keywords that your business could be missing out on.

Pricing starts at $99/month for a lite version and goes up to $999/month for agencies.


If you’re looking to have 100% ownership of data and user-privacy protection, then Matomo is a great option. It believes in reporting secure and accurate data – it even invites new users to compare their Google Analytics results against Matomo data.

Pricing starts at $19USD a month, with different options depending on your needs.

Agency Analytics

If you’re looking for customizable features and built-in site auditing tools, you could try Agency Analytics. Its dashboards can be fully branded to your look and feel, and it provides a variety of tools that let you site audit, review competitive analyses, create extensive SEO reports and connect any other data sources you may have.

Pricing starts at $49 a month, with the most popular option at $149/month.


If you’re looking to use a variety of analytics tools, and want to assimilate them all into one dashboard, check out Funnel. This platform uploads data from more than 500 advertising platforms, allowing you to see results from multiple data sources – including search, social, display, email and more.

Pricing sits at the higher end, starting at $699 a month with additional premium add-ons available.

Google Analytics 360

Lastly, it would only be fair to mention that Google Analtyics also had a paid version, that offers some extra features – covering some shortfalls that the free tool has. Google Analytics 360 offers advanced tools like Unsampled Reports, and Data Driven attribution. This paid version also offers more up to date, refreshed reporting – results within 4 hours or less, rather than a full day.

Pricing for this tool is extremely high though, at $150,000 USD a year.


These are just a few examples of options outside of free tools like Google Analytics that are available to marketers. It’s worth your time to check out these alternatives (and others) to make sure your business is getting the most it can out of its data.

Free is great, of course. But if you want to take your analytics up a notch then it might be time to upgrade to a paid option.

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