It’s designed for businesses that work with a lot of data and want super detailed insights. It’s not just a snapshot of what’s happening on your website; it connects the dots across apps, emails, and so on. The best way to track the entire customer journey is with this analytics tool, and with artificial intelligence, you’ll get even better advice on what to do next.
Why you'll love it:
Perfectly great for watching across a multi-platform channel.
Artificial intelligence features make it easier to find growth opportunities.
Where it falls short:
Really expensive, so it's best for larger businesses.
You will need someone on your team who knows how to use it.
Not ideal for smaller settings – it can be overkill.
Is it for you?
If you run a large company with complex data needs, Adobe Analytics is worth it. For smaller businesses, it's probably too much.
Matomo (formerly Piwik)
Screenshot of Matomo
Matomo is like Google Analytics, but with a focus on privacy. You can host it yourself or use their cloud option, and it offers twitter database most of the same tracking features – which may seem pretty obvious at this point: visitor statistics, goal tracking, etc. The difference? It doesn’t share any of your data with third parties, which is a huge win if you’re concerned about privacy or GDPR compliance.
Why you'll love it:
Privacy-oriented, no third-party data sharing.
Self-hosting gives you full control over your data.
Great for businesses and transparency.
Where it falls short:
Self-hosting requires technical knowledge and resources.
The interface is not very user-friendly.
The free plan lacks most features.
Is it for you?
If privacy is your number one concern and you don't want Google to get involved, Matomo is a great option. It's perfect for businesses that need detailed tracking of website visitors without giving up control.
Hotjar
Hotjar screenshot
Hotjar lets you track how people actually use your site. It focuses on user behavior and experience, using tools like heatmaps, session logs, and surveys. Want to know what visitors are clicking on or why they're leaving? It shows you. Design issues can be found here, or what's confusing to users.