17 Best web tracking tools in 2024

In today's digital landscape, websites serve as the digital storefronts for businesses, organisations, and individuals alike. With billions of websites competing for attention, understanding how visitors interact with your site is paramount. This is where website tracking tools come into play. In this comprehensive article, we will delve into the world of website tracking tools, exploring their benefits, types, and the most prominent tools available. Whether you're running a personal blog or managing an e-commerce empire, these web tracking tools can help you gain invaluable insights into your web visitors.

What are website tracking tools?

Website tracking tools, also known as web analytics tools or web tracking tools, are software applications designed to monitor and analyse various aspects of a website's performance and user interactions. These tools collect data about how visitors engage with a website, including what pages they visit, how long they stay, where they come from, and what actions they take.

The primary purpose of website tracking tools is to provide website owners, marketers, and webmasters with actionable data and insights. By tracking user behaviour and other key metrics and qualitative data analysis, these tools help in making informed decisions to improve website performance, enhance user experience, and achieve specific goals such as optimising website metrics and the conversion funnel.

Why do you need website tracking tools?

Website tracking tools offer several compelling reasons for their essential role in the digital landscape:

1. Data-driven decision making: Website tracking tools enable data-driven decision-making by providing valuable insights into user behaviour and interactions. From product adoption and funnel analysis to product analytics and behavioural analytics, these tools help website owners identify strengths and weaknesses and make informed choices to improve their digital strategies.

2. Improved user experience: Website tracking tools play a critical role in optimising the user experience. With user experience tools you can track user behaviour, businesses can identify pain points in the customer journey map and take steps to enhance the user experience. This often leads to reduced bounce rates, increased engagement, and higher conversions.

3. Competitive advantage: Knowing what works and what doesn't in the digital realm is crucial for staying competitive. Website tracking tools offer a competitive advantage by helping businesses adapt to changing user preferences and market trends. With behavioural analytics and continuous monitoring, companies can remain ahead of the competition.

4. Measuring ROI: For businesses investing in online advertising and marketing campaigns, website tracking tools provide insights into the return on investment (ROI). This data helps in allocating resources more effectively.

5. Continuous improvement: Website tracking is an ongoing process. Regularly analysing data and making improvements based on insights ensures that a website or web app remains relevant and effective over time.

In conclusion, website tracking tools are indispensable tools for anyone with an online presence. Whether you're running a personal blog, an e-commerce site, or managing a corporate website, these tools empower you with the data needed to optimise your online strategy.

Key features of website tracking tools:

Here are some of the key features and functionalities offered by web tracking tools to enhance customer experience and provide in depth website analytics:

1. Visitor analytics: Tracking tools for websites provide detailed information about website visitors, including their geographic location, device type, browser, and referral source. This data helps in understanding the audience and tailoring content accordingly.
2. Page analytics: These tools track individual pages on a website, revealing which pages are the most popular, which ones have high bounce rates, and where visitors tend to drop off. These metrics for websites guide content optimization efforts.
3. Traffic sources: Website tracking tools identify the sources of website traffic, such as search engines, social media, direct visits, and referral websites. This insight helps in evaluating the effectiveness of marketing campaigns.
4. Conversion tracking: For e-commerce websites and online businesses, tracking tools monitor conversion events, such as product purchases, sign-ups, or form submissions. This data is critical for measuring the success of sales and marketing efforts and optimising user experience.
5. User behavior analysis: Some advanced tracking tools like qualitative data analysis tools, offer features like heatmaps and session recordings, allowing website owners to visualise how users interact with their site. Heatmaps show where users click and scroll, while session recordings provide a playback of individual user sessions.

Types of website tracking tools

There are various types of website tracking, each serving specific purposes and providing unique sets of data. In this comprehensive guide, we will explore these types of website tracking and categorise popular tracking tools under each category. Here are the main types of website tracking we will cover:

• Website visitor behavior tracking
• Website monitoring
• Website keyword research
• Website traffic tracking
• Website visitor identification

Website tracking tools for visitor behaviour tracking

Website visitor behaviour tracking focuses on understanding how users interact with your website. This type of tracking provides invaluable insights into user behaviour, preferences, and pain points. Below, we'll explore some essential tools in this category:

1. Zipy (Free/Paid)

Zipy is an advanced user behaviour tool that assists product managers and customer success teams. It helps in decoding user behaviour and customer journey maps to make the digital experience better. It comes with a set of advanced devtools for debugging as well. Zipy helps you actively monitor user sessions within web applications while also tracking errors and exceptions that occur in the user end. 

Upon installation, Zipy initiates the session recording of user actions, request responses, console and network events, and errors for all user sessions in real-time.This proactive approach enables teams to identify and address issues from the user's perspective, bridging the gap between customer actions and desired output. 

Features:

• Session replay: Replay and review user sessions to understand their interactions and experiences on your site.
• Heatmaps: These visual tools that display user interactions on a web page, offer insights into where users click, move their cursors, and scroll. They help user behaviour, identify hotspots of engagement, and optimise web content and layout for improved user experience. Heatmaps are valuable for data-driven decision-making and conversion rate optimization.
• API performance: Measures the performance and errors in your application's APIs (Application Programming Interfaces), and alerts you about them
• User identification: Identify and track individual users to gather insights into their behaviour and preferences. 
• Error debugging: Identify and troubleshoot errors and issues in your application or website's code. 

‍Pricing: 

Zipy offers a free plan. It also offers 3 paid plan options: a startup plan at $39/month, a growth plan at $79/month and custom plans tailored to your volume of user sessions.

2. Fullstory (Free/Paid)

FullStory is a comprehensive user analytics and session replay platform that helps businesses gain deep insights into user behaviour and interactions on their websites and applications.

Features:

• Session Replays: FullStory records and replays user sessions, allowing you to observe exactly how visitors navigate your website or app.
• User Segmentation: This feature lets you segment users based on various criteria, such as demographics or behavior, enabling targeted analysis of specific user groups.
• Click Heatmaps: FullStory provides heatmaps that visualize user interactions, helping you identify which elements of your site are most engaging.
• Conversion Funnel Analysis: You can analyze user journeys and pinpoint where users drop off in the conversion process, aiding in conversion rate optimization.
• Error Tracking: FullStory tracks and reports errors and issues that users encounter, allowing you to quickly resolve technical problems and enhance user experiences.

Pricing:

They offer a free plan as well as 3 types of paid plans. To know more about their pricing get in touch with an account representative through their website.

3. SimilarWeb (Free/Paid)

SimilarWeb is a comprehensive web analytics and competitive intelligence platform that provides insights into website traffic, user behaviour, and online marketing strategies. It offers a wide range of tools and features that help businesses, marketers, and researchers understand their own website's performance and gain valuable insights into their competitors' online activities.

Features:

• API: The SimilarWeb API allows for smooth integration, enabling you to access and utilize its data within your own applications and systems.
• Activity Dashboard: The activity dashboard offers a centralized view of your online marketing and website performance data in one place.
• Benchmarking: Compare your website's performance against competitors and industry standards to gain valuable insights.
• Campaign Analytics: Evaluate the effectiveness of your online marketing campaigns by tracking metrics like clicks, conversions, and ROI.
• Campaign Management: Oversee your online marketing campaigns within the platform, simplifying the process of tracking and optimizing your efforts.
• Campaign Tracking: Monitor the performance of your marketing campaigns, tracking key metrics to ensure they stay on target.

‍Pricing: 

SimilarWeb offers both free and paid plans. Custom pricing is available for enterprise solutions. Their paid plans start at $125 per month.

4. Clicky (Free/Paid)

Often referred to as Clicky Web Analytics or simply Clicky, is a real-time web analytics platform that provides website owners, marketers, and digital professionals with detailed insights into their website's traffic and user behaviour. Clicky is known for its user-friendly interface, real-time data reporting, and a wide range of features designed to help users understand their website's performance and optimise their online strategies.

Features:

• Action Tracking: Keep an eye on user interactions and specific events on your website.
• Heatmaps: Visualize user behavior with heatmaps showing clicks, cursor movements, and scrolling patterns.
• Path Analysis: Examine user navigation paths through your website.
• Data Export: Effortlessly export your analytics data for external use or reporting.
• Engagement Analytics: Assess user engagement metrics such as bounce rate and time spent on site.
• Split Testing: Perform A/B tests to optimize different web page variations.
• Customer Segmentation: Categorize website visitors based on various criteria.
  

‍Pricing: 

Clicky offers both free and paid plans. Pricing for paid plans varies based on website traffic volume but the plans start at $9.99/month, when billed monthly. 

Website tracking tools for website monitoring

Website monitoring tools keep an eye on your website's uptime, performance, and security, ensuring a seamless user experience. Here are some website tracking tools in this category:

5. Hotjar (Free/Paid)

Hotjar is a website monitoring and user feedback tool that helps website owners understand user behaviour and identify issues. It is an all-in-one website analysis and feedback tool that provides website owners, marketers, and UX (User Experience) professionals with valuable insights into user behaviour and feedback. It allows you to better understand how visitors interact with your website and identify areas for improvement.

Features:

• Heatmaps: Visualise user interactions and clicks with heatmaps.
• Session Recordings: Record and replay user sessions to identify usability issues.
• Feedback Collection: Gather user feedback through on-site surveys and polls.
• Performance Monitoring: Monitor website performance and page load times.

Pricing: 

Hotjar offers paid plans with pricing based on website traffic volume and features included. The paid plans start at $32 per month when billed annually. They even offer a free plan with limited daily sessions.

6. Crazy Egg (Free/Paid)

Crazy Egg is a user behaviour analytics and website optimization tool that helps businesses understand how visitors interact with their websites. It offers insights into user behaviour through features like heatmaps, session recordings, A/B testing, and more.

Features:

• Heatmaps: Crazy Egg offers click, move, and scroll heatmaps to illustrate user interactions on your web pages, helping you pinpoint both popular and problematic areas.
• Session Recordings: You can view session recordings of individual user interactions on your website to gain insights into user behavior and identify usability issues.
• A/B Testing: Perform A/B tests to compare different versions of your web pages, determining which elements or designs improve user engagement and conversions.
• User Insights: Gain insights into how users navigate your site, where they abandon it, and what influences their decisions, enabling you to make data-driven improvements.
• Visual Editor: The visual editor feature allows you to make changes to your website without coding, simplifying the process of implementing optimizations and testing new designs.

Pricing:

They offer a 30 day free trial on all plans. And their basic paid plan starts at $29/month billed annually. 

7. Pingdom (Paid)

Pingdom is a website monitoring service that is designed to track the performance and availability of websites and web applications. It helps website owners and administrators ensure that their websites are running smoothly and are accessible to users. 

Features:

• Uptime Monitoring: Continuously checks your website to ensure it remains accessible to users, sending alerts if it detects any downtime or outages so you can respond swiftly to address issues.
• Page Speed Analysis: Evaluates the loading times of web pages and provides insights into your site's performance, identifying areas that may need optimization to enhance page load times.
• Transaction Monitoring: For e-commerce websites and web applications, Pingdom can monitor specific transactions, such as purchase completions or form submissions, ensuring that critical functions are operating correctly.
• Alerts and Notifications: Sends alerts and notifications to website administrators through various channels, including email, SMS, and push notifications, keeping you informed of any performance or availability issues.

Pricing:

It offers a free trial and plans start at $10 per month.

Website tracking tools for keyword research

Website keyword research tools provide insights into how your website ranks on search engine results pages (SERPs) for specific keywords. Here's a tool in this category:

8. SEMrush (Free/Paid)

SEMrush is an all-in-one online visibility and marketing analytics platform that provides a wide range of tools and features for digital marketing professionals, SEO (Search Engine Optimization) experts, content creators, and businesses. SEMrush offers valuable insights into online competition, helps improve website visibility in search engines, and assists in creating effective online marketing strategies.

Features:

• Competitive Analysis: Enables users to analyze their competitors' online presence, including search strategies, backlinks, and advertising campaigns, offering insights into the competitive landscape.
• Keyword Research: Offers a robust keyword research tool for discovering valuable keywords, assessing search volume, and evaluating keyword difficulty.
• Site Audit: Performs comprehensive website audits to identify technical SEO issues, improve site health, and enhance search engine rankings.
• Backlink Analysis: Allows users to analyze website backlinks and monitor link-building efforts, with SEMrush detecting harmful backlinks that could negatively affect search rankings.
• Keyword Tracking: Provides keyword tracking tools to monitor keyword rankings over time, helping users assess the effectiveness of their SEO strategies.
• Content Marketing: Includes content marketing tools to assist users in discovering trending topics, tracking content performance, and optimizing content for both search engines and users.

Pricing: 

SEMrush offers free trials for each of its paid plans. The plans start at $130 per month.

9. Moz Pro (Paid)

Moz Pro is an all-in-one SEO (Search Engine Optimization) toolset that offers a range of features and functionalities to help businesses and website owners improve their online presence.

Features:

• SEO Analytics: Delivers detailed insights and analysis on SEO performance.
• Rank Tracking: Keeps track of website rankings for specific keywords.
• Site Audits: Detects and recommends fixes for website issues.
• Backlink Analysis: Assesses backlink profiles and their quality.
• Competitor Research: Examines and compares competitor strategies.

Price:

Their paid plans start from $79/month and go up to $479/month, if you go annual billing. They even offer a 30 day trial plan. 

Website tracking tools for traffic tracking

Website traffic tracking focuses on measuring the quantity and quality of website traffic. These tools help identify the best- and worst-performing pages on a website. Here are some essential tools in this category:

10. Google Analytics (Free)

Google Analytics is a powerful web analytics service offered by Google that provides detailed insights into website and app traffic, user behaviour, and audience engagement. It is one of the most widely used web analytics platforms, serving businesses, website owners, marketers, and digital professionals to track and understand their online presence. 

Features:

• Traffic Analysis: Measure website traffic, including user demographics, location, and device type.
• Conversion Tracking: Track user interactions, such as form submissions and e-commerce transactions.
• Audience Segmentation: Segment your audience for more targeted analysis.
• Real-time Reporting: Access real-time data on user activity.

Pricing: 

Google Analytics is completely free. The paid version, Google Analytics 360, is available with custom pricing but is only recommended for very large enterprises. Most Google Analytics users stick to the free version.

11. Matomo (Free)

Matomo is an open-source web analytics platform that enables website owners, businesses, and organisations to collect, analyse, and visualise data related to their website's traffic and user behaviour. Formerly known as Piwik, Matomo is designed to provide a privacy-focused and customizable alternative to other web analytics solutions like Google Analytics. 

‍Features:

• Customizable Dashboards: Create custom dashboards to monitor key metrics.
• Heatmaps: Visualise user behaviour with click, cursor movement, and scroll heatmaps.
• Keyword Research: Provides a comprehensive keyword research tool for discovering valuable keywords, assessing search volume, and evaluating keyword difficulty.
• Multi-attribution: Assigns value to various marketing interactions along a customer's journey, offering a comprehensive perspective on conversions.

Pricing: 

Matomo’s on premise version is free, and pricing of the cloud version is dependent on monthly hits. You can try the cloud version for free. 

12. Finteza (Paid)

Finteza is a sophisticated and all-encompassing analytics solution that monitors and assesses website traffic, conversion paths, landing pages, and advertising initiatives. Most importantly, it provides rapid insights into the effectiveness of your advertising investment. Finteza offers a diverse array of tools and functionalities for monitoring, assessing, and enhancing online endeavours.

Features:

• Campaign Management: Efficiently plan, execute, and monitor your marketing campaigns within a centralised platform.
• Multiple Site Management: Seamlessly manage and oversee multiple websites or digital properties from a single interface.
• Conversion Tracking: Monitor and measure user actions and behaviours that lead to desired outcomes on your website.
• Goal Tracking: Set and track specific objectives or goals for your website to assess its overall performance.
• Referral Source Tracking: Identify and analyse the sources that drive traffic and referrals to your website or landing pages.

Pricing:

Finteza offers 2 paid plans. One is the analytical service which costs €10 per 100,000 unique visitors and the other is the advertising engine which costs €4 per 100,000 impressions. Both plans can be bought together or separately. 

13. Chartbeat (Paid)

Chartbeat is a real-time web analytics and audience engagement platform used by publishers, media companies, and website owners to track and optimise the performance of their online content. It provides real-time data and insights on how users interact with web content, helping publishers make data-driven decisions to engage their audience effectively.

‍Features:

• Real-time and Historical Analytics Dashboards: Dashboards that provide both immediate and past data insights.
• Headline Testing: Testing and optimising the effectiveness of headlines in content or ads.
• Image Testing: Testing and optimising the impact of images in content or marketing materials.
• Reporting Tools: Tools for generating comprehensive reports and data visualisations.
• Raw Data Pipeline: A system for processing and managing unprocessed data for analysis.

Pricing:

Chartbeat offers custom pricing based on website traffic volume and specific needs. 

14. Adobe Analytics (Paid)

Adobe Analytics is an advanced web and mobile app analytics platform that empowers businesses to gather real-time data and insights about their digital properties. It offers a wide range of features to monitor user behavior, analyze performance, and make data-driven decisions.

Features:

• Real-time Analytics: Adobe Analytics offers real-time data tracking, enabling users to access up-to-the-minute insights into website and campaign performance.
• Advanced Segmentation: It allows you to create complex visitor segments for targeted analysis, helping you understand specific audience behaviors and preferences.
• Multichannel Analysis: Adobe Analytics offers a holistic view of customer interactions across various touchpoints, providing a comprehensive understanding of the customer journey.
• Conversion Path Analysis: This feature helps you visualize and analyze the paths users take before converting, allowing you to optimize conversion funnels.
• Predictive Analytics: With predictive analytics, you can forecast future trends and identify potential opportunities, enabling proactive decision-making.

Pricing:

They offer personalised plans only. Fill out the form on their website to get a quote.

Website tracking tools for visitor identification

Website visitor identification tools enable you to identify and track individual website visitors, allowing for personalised user experiences and targeted marketing efforts. Here's a tool in this category:

15. Woopra (Free/Paid)

Woopra is a customer journey analytics platform that provides real-time data and analytics on user behaviour across websites and mobile applications. It offers a comprehensive suite of tools designed to help businesses and organisations better understand their customers, optimise user experiences, and make data-driven decisions.

Features:

• Visitor Identification: Identify and track individual website visitors across sessions.
• Behavioural Analytics: Analyse user behaviour and interactions with your website.
• Customer Segmentation: Segment users for targeted marketing and personalization.
• Integration: Integrate Woopra with other marketing and CRM tools.

Pricing: 

Woopra offers a core plan that is free and a pro plan priced at $999 per month. It also offers custom plans for businesses. 

16. Visitor Queue (Free/Paid)

Visitor Queue is a website visitor identification and lead generation platform that helps businesses identify and track website visitors.

Features:

• Visitor Identification: Identifies and provides company information about website visitors.
• Lead Generation: Converts anonymous website traffic into potential leads.
• CRM Integration: Seamlessly integrates with CRM systems.
• Email Alerts: Sends alerts when target companies visit the website.
• Visitor Activity Reports: Provides detailed reports on visitor behaviour.

Pricing: 

Free and paid plans available. Paid plan starts at $31/month when paid annually.

17. Leadfeeder (Free/Paid)

Leadfeeder identifies the companies visiting your website. It filters out bots, ISPs and other forms of unuseful traffic to give you the best leads.

Features:

• Visitor Identification: Identifies companies visiting your website.
• Lead Generation: Converts anonymous web traffic into potential leads.
• CRM Integration: Seamlessly integrates with CRM systems.
• Email Alerts: Sends alerts when target companies visit your site.
• Visitor Activity Reports: Provides detailed reports on visitor behaviour.

Pricing: 

They have a free plan that limits identifications at 100 companies. Their paid plans start at €139 per month that is paid annually.

In a nutshell

In conclusion, website tracking tools are essential assets for website owners and marketers seeking to gain a deeper understanding of their online audience. By categorising these tools into specific types and exploring prominent examples, we've provided you with valuable insights to enhance your website's performance, user experience, and overall success. Whether you're a seasoned webmaster or just starting your online journey, harnessing the power of website tracking tools is a step toward making data-driven decisions and achieving digital excellence. With the multitude of options available, there's a tracking tool to suit every need and help you unlock the full potential of your website.

Frequently asked questions about website tracking tools

1. What's the difference between website visitor tracking and web analytics?

Website visitor tracking focuses on monitoring individual user behaviour, whereas web analytics provides a broader overview of website performance, including traffic sources, page views, and conversions. While web analytics tools like Google Analytics cover various aspects, visitor tracking tools offer deeper insights into user interactions.

2. How can I tell who visited my website?

Identifying individual website visitors requires visitor tracking tools that offer this specific functionality, such as Woopra and Leadfeeder. These tools typically use cookies, user accounts, or IP tracking to identify and track visitors, providing a comprehensive view of user behaviour.

3. Is website tracking compliant with data privacy regulations?

Website tracking must comply with data privacy regulations, such as GDPR (General Data Protection Regulation) in Europe and CCPA (California Consumer Privacy Act) in the United States. To ensure compliance, website owners should inform users about data collection practices, obtain consent where necessary, and implement data protection measures, including anonymizing and securing collected data. It's crucial to regularly review and update privacy policies to align with changing regulations.

4. Can website tracking tools slow down my website's performance?

While some website tracking tools may have a minimal impact on website performance, it's essential to choose tools and tracking methods carefully. Excessive tracking scripts or poorly optimised tools can potentially slow down page load times, affecting the user experience. Website owners should regularly review and optimise their tracking setup to minimise any performance impact.

5. How can I ensure the accuracy of data collected by website tracking tools?

Ensuring the accuracy of data collected by website tracking tools requires implementing best practices, such as:

• Tag Management: Use a reliable tag management system to manage tracking scripts and ensure they load correctly.
• Filtering Bot Traffic: Exclude known bots and crawlers from your analytics data to prevent skewed results.
• Regular Auditing: Periodically audit your tracking setup to identify and resolve issues or discrepancies.
• Cross-Device Tracking: Implement cross-device tracking methods to better understand user behaviour across devices.
• Data Validation: Validate data by cross-referencing it with other data sources or conducting A/B tests.

Read our comprehensive guide on web tracking for more insights.