12 Important Advertising Analytics Instruments for 2024 (Free & Paid)

Advertising analytics instruments provide you with entry to knowledge you should utilize to trace your efficiency and discover methods to enhance. In the event you’re in digital advertising, likelihood is you’re going to want a couple of analytics device.

On this information, we’ll undergo twelve instruments that may aid you determine your best-performing ways, and content material, enabling you to do extra of what works. 

Google Analytics 4 (GA4) comes with nearly every little thing you could see how many individuals go to your web site, the place they arrive from, and what pages they go to. 

Key use instances

  • Monitor outcomes of particular campaigns utilizing the UTM tags. 
  • Measure conversions on essential pages corresponding to kind completions or transactions. 
  • Use the Explorations device to uncover traits and patterns in person habits. 

Highlighted characteristic: Explorations 

The Explorations device is like your individual analysis lab for net analytics. 

It means that you can create customized reviews that transcend the data offered by GA4’s customary reviews. So if there’s a query bugging you and customary reviews don’t reduce it, you’ll doubtless discover your reply in Explorations.

You possibly can then share your reviews with different individuals or export them. 

Right here’s an instance of a funnel report. Google has revamped funnels in its GA4. It tracks every little thing as occasions now, so more often than not, you received’t must create customized occasions to create funnels. 

What’s extra, you may create open funnels (the person can enter at any level) and closed funnels (the person can solely enter in step one). Closed funnels are the default choice, however you may change it to trace non-linear person paths. 

Funnels feature in GA4.



There’s additionally a premium, paid model as a part of the Google Advertising Platform (mainly, an answer for enterprises). 

Ahrefs is an all-in-one search engine marketing toolset. It’s the sort of device you completely want if you’d like extra visibility into your efficiency on Google. 

Key use instances

  • Audit your web site and repair search engine marketing points that maintain you again.
  • Do an search engine marketing competitor evaluation to fill content material gaps, see your competitor’s prime content material, and uncover the place and the way they get backlinks. 
  • Monitor your rating efficiency on Google to know whether or not your search engine marketing ways are working. 

Highlighted characteristic: Alternatives

A good way to start out with Ahefs is the Alternatives report. It’s a report consisting of the highest alternatives the device identifies after analyzing your web site. 

It’s a bit like hiring an search engine marketing advisor to point out you the place to start out with search engine marketing. 

Opportunities report in Ahrefs Site Explorer.

You’ll discover three classes of alternatives right here. They replicate three key areas you could cowl to extend visibility on Google: 

  • Content material: this part is all about key phrase evaluation. You possibly can see key phrases which are comparatively straightforward to enhance on, key phrases that your competitor ranks for however you don’t, pages which have declined in visitors within the final six months, and extra. 
  • Hyperlinks: focuses on hyperlink evaluation. You possibly can uncover new inner hyperlinks it’s best to construct, unlinked model mentions, pages that hyperlink to your rivals however to not you, and extra.
  • Technical: a technical search engine marketing evaluation able to take motion on. You’ll uncover vital search engine marketing points that would undermine your visibility on Google. 


Ahrefs gives fairly a set of free search engine marketing instruments. It is best to positively try Ahrefs Webmaster Instruments: It uncovers your whole natural key phrases and backlinks and displays your web site’s search engine marketing well being without spending a dime. Plus, you should utilize it for all the web sites you personal.

If you wish to get essentially the most out of search engine marketing, try our premium plans, ranging from $99/mo (or $83/mo in case you pay yearly).

Google Search Console (GSC) is a device that helps you monitor and troubleshoot your web site’s look in Google’s search outcomes. 

It’s one of many important instruments for search engine marketing as a result of it’s the one one which options search efficiency knowledge straight from Google (though restricted). Entrepreneurs use it to study the precise quantity of natural visitors they’re getting from that search engine. 

Key use instances

  • See the visitors you get from Google’s net, picture, video, information outcomes, and Google Uncover. 
  • Use the CTR metric to see how web page title optimizations contribute to clicks.
  • See if Google indexes your web site with out points. 

Highlighted characteristic: Click on-through fee 

With GSC, it’s fairly straightforward to identify pages that rank excessive however don’t get as many clicks as you anticipate. 

GSC has a useful metric for this: CTR (click-through fee). You will discover it within the Efficiency tab; simply ensure to tick the “Common CTR” and “Common place” first. 

Performance report in Google Search Console.

For example, that is an fascinating case. The key phrase “website positioning analytics” has solely 2.1% CTR, whereas it ranks at 1.4 on common. A web page rating so excessive ought to doubtless have extra engagement on Google SERPs, so the title of that put up (and maybe the outline, too) might be one thing to enhance on. 

Performace report in GSC showing CTR.



Mixpanel is a product analytics device. It’s a bit like Google Analytics however designed particularly for measuring person habits in SaaS merchandise, cellular apps, and e-commerce platforms. 

Key use instances 

  • See which options individuals work together with essentially the most and that are barely touched. Widespread options may be highlighted in campaigns, whereas much less well-liked ones may have extra instructional supplies or updating. 
  • Perceive the impression of newly launched options on product adoption and gross sales. 
  • Research the paths customers take after signing up on your product (or another particular occasion) to uncover friction factors or see how lengthy it takes them to get to important options. 

Highlighted characteristic: Influence report 

Influence report is Mixpanel’s answer to the basic downside of measuring the outcomes of newly launched product options. 

Think about you launched new in-app tutorials. Do they encourage customers to spend extra time utilizing the app, or create extra tasks, or churn much less continuously? Mixpanel can present you the connection between these modifications and dozens of various outcomes. Your report would look one thing like this: 

Impact report in Mixpanel.
The purple line exhibits that individuals who have accomplished the step interact extra with the characteristic in comparison with individuals who haven’t (orange line).


Free plan accessible. Premium plans begin from $20/mo.

Microsoft Readability is a habits analytics device that means that you can actually see how customers work together together with your web site and spot person expertise points that may hurt your efficiency. 

You possibly can consider it as a device that fills the warmth mapping and session recording hole in GA4. You possibly can even combine these two to look at recordings of person segments arrange in GA4. 

Key use instances

  • Use heatmaps to find person expertise points like rage clicks (quickly clicking in an space), lifeless clicks (clicks with no results), and click on backs (instantly leaving a web page). 
  • Use session recordings to pinpoint locations the place customers would possibly hesitate, get caught, focus, or skip the content material. 

Highlighted characteristic: Recordings 

You should utilize session recordings to see which components of your pages, apps or platforms are most partaking and which make you lose clicks (and probably cash). And no worries, customers stay nameless (Microsoft Readability is GDPR- and CCPA-compliant). 

The recording characteristic seems to be like this. The skinny orange line signifies cursor motion, and the blue circles imply that the person clicked. 

Recording feature in Microsoft Clarity.

Since there’s in all probability no use in watching all of the recordings, you’ll discover the filtering and segmenting choice extremely helpful. For instance, you may watch solely the periods with rage clicks or those the place customers considered the pricing web page and entered by way of Google Adverts.

Using segments to display only selected user recordings.



Visible Internet Optimizer means that you can run experiments corresponding to A/B testing and select profitable concepts primarily based on knowledge. 

In the event you’re unfamiliar with A/B testing, it’s if you present two or extra variations of a webpage to completely different customers on the identical time to find out the most effective one. 

Key use instances

  • Create variations of touchdown pages, types, CTA buttons, copy, and so forth., to enhance conversions. 
  • Run on-site surveys to know what stored customers from buying a product or signing up. 
  • Use kind analytics in your most essential types to uncover friction factors and iterate on their design. 

Highlighted characteristic: Plan

What I actually like about this device is the way it lets you keep organized together with your experiments.

Why is that this an issue within the first place? As a result of it’s too straightforward to get misplaced in dozens of experiments and what they actually imply. This characteristic retains all of it organized and reminds you to plan your experiments—in any other case, you’ll be capturing within the darkish. 

Meet the Plan characteristic. It permits you to: 

  • Plan your experiments and doc what precisely you’re testing and why. 
  • Collaborate by assigning assessments to different workforce members. 
  • Construction your work the scientific method. Be aware down your observations, create hypotheses when you understand what to alter in your web site or app, and hyperlink them to completely different experiments if you’re able to act.
Screenshot of  Meet The Plan Feature on Visual Website Optimizer 


Free plan accessible. Premium plans begin at $173/month for the core device and depend upon the variety of customers you wish to observe per thirty days and non-obligatory instruments.

Brand24 is a media monitoring device. Principally, it tells you what the web thinks about you and the way usually it mentions your model — and that isn’t restricted to social media. It could do the identical on your rivals or another model you wish to look up. 

Key use instances

  • Analyze your social media efficiency by monitoring the attain of your campaigns and engagement together with your content material. 
  • Uncover public opinion of your model and your merchandise through the use of sentiment evaluation. Within the brief time period, you may analyze individuals’s reactions to explicit occasions (e.g., new options), whereas long-term evaluation means that you can spot traits. 
  • Be the primary to know when there’s a sudden spike in engagement. Bounce in when there’s a disaster or when your campaigns begin to take off. 

Highlighted characteristic: Comparability

This characteristic has two features. The primary one is for aggressive evaluation. It enables you to examine manufacturers to see who has a wider attain on the internet and who has been talked about extra usually in a constructive context. 

This lets you use different manufacturers as benchmarks and observe your efficiency towards theirs. 

Comparison report in Brand24.

The opposite side is for evaluating your efficiency interval over interval. So, for instance, you may see in case your efforts made you extra well-liked on social media this quarter or see in case your PR efforts modified how individuals really feel about you.

Period over period comparison in Brand24.


Premium plans begin at $99 a month. You may get two months free off any plan in case you pay yearly.

Brand24 additionally gives a 14-day free trial.

Klipfolio is a enterprise analytics device that means that you can collect a very powerful reviews from different advertising analytics instruments and put them on one neat dashboard which you can share on-line or placed on an enormous display screen within the workplace for everybody to see. 

Key use instances 

  • As a substitute of leaping from device to device, you will get a look at your most essential knowledge in a single place: new leads, web page views, model mentions, aim completion fee, month-to-month recurring income (MRR), and so forth.
  • Put knowledge from completely different sources on the identical chart. For instance, you may see if a rise in advert spend impacts MRR. 
  • Share knowledge with stakeholders who don’t have any entry to different analytics instruments (or don’t know tips on how to use them): traders, administration, and different departments within the firm. 

Highlighted characteristic: Knowledge transformation 

A cool characteristic of Klipfolio is which you can management how your knowledge shall be displayed as soon as it’s been pulled into the device. 

There are completely different chart varieties and kinds accessible. You possibly can examine datasets proper contained in the device or show a shifting common over a column chart. 

Klipfolio chart with data transformation example.


Free plan accessible. Premium plans begin from $125/mo (or $90/mo in case you pay yearly). 

ProfitWell Metrics (a part of Paddle) is a subscription administration and income optimization platform designed for SaaS corporations and subscription-based companies. It helps you perceive your income metrics and enhance subscription retention.

Key use instances

  • Acquire insights into your subscription metrics, together with Month-to-month Recurring Income (MRR), Churn Fee, Common Income Per Person (ARPU), and Buyer Lifetime Worth (CLTV). 
  • Establish inactive customers throughout all subscription plans to stop churn. 

Highlighted Characteristic: Development Fee

ProfitWell packs a couple of fascinating options, however the one you’ll in all probability be utilizing it for essentially the most is the only of all — your MRR development fee. 

The device will put together a pleasant visible reply to 2 questions: “is the enterprise rising?”, and “why are we shedding cash?”. 

Example Growth Rate graph from ProfitWell.

That is one thing you’ll positively wish to examine if you wish to know the way your advertising ways impression your gross sales. Additionally, that is the important graph for figuring out whether or not your churn fee is at a suitable stage or rising.



VidIQ is a device for YouTube that gives analytics and optimization options for video content material creators and entrepreneurs. It helps manufacturers develop their channel, enhance views, and enhance video efficiency.

Key Use Instances 

  • Get concepts for brand new content material primarily based on key phrases different channels goal and your rivals’ prime content material.
  • Double down on the content material that works and discover what’s not working on your channel with efficiency metrics corresponding to subscribers gained/misplaced, views per hour, engagement fee, and card click on charges.

Highlighted characteristic: Channel audit 

That is the most effective place to examine if you wish to see what’s been working, what to repair, and what to cease doing utterly in your movies. 

The device does that by rating your movies primarily based on eight completely different efficiency metrics, corresponding to views per hour, engagement fee, and subscribers gained. 

Example from vidIQ's channel audit.

So let’s say you’ve been attempting that new, experimental sort of video currently, and also you’re undecided your viewers will nonetheless discover them related. A very good reply to that might be the “subscribers gained/misplaced metric”. In the event you’re aggressively shedding subscribers on these new movies, that new content material will not be working for you.


Get started for free, with plans ranging as much as $99/mo for superior options and training periods.

HubSpot is sort of a Swiss Military knife for dealing with advertising, gross sales, and help multi function spot. Whereas it isn’t completely an analytics device, its distinctive benefit is its potential to unify these customer-centric groups, permitting them to collaborate. 

Key use instances

  • Convey a number of advertising operations (e.g., lead technology, electronic mail advertising) beneath one roof for simpler administration and seamless knowledge. 
  • Create dashboards to attach the dots between completely different advertising channels and campaigns. 

Highlighted characteristic: Dashboards 

Dashboards are important for entrepreneurs who use a number of channels, offering a fast overview of their efficiency. I’m certain you’ve seen a dashboard earlier than, however right here’s how they give the impression of being in Hubspot.

Dashboard example in Hubspot.

For instance, you may simply create a dashboard of your quarterly efficiency that mixes KPIs on your weblog, electronic mail campaigns, and lead technology. 

Advertising groups will benefit from the collaboration a part of this characteristic. Any workforce member can create their very own dashboards and simply ship a hyperlink to it or electronic mail it, as an alternative of creating dozens of screenshots. 

Dashboard sharing feature in Hubspot.


HubSpot’s free plan permits for as much as 3 dashboards, with 10 reviews per dashboard. Extra dashboards would require considered one of their premium plans.

Clearly, ChatGPT could be very completely different from all different instruments on the checklist. It doesn’t accumulate any knowledge out of your web site or merchandise, and it doesn’t create good visible reviews you may entry anytime. 

Nevertheless, there are several types of evaluation. What we’ve coated thus far are instruments for descriptive evaluation — the what-happened evaluation. 

For that to be helpful, you continue to must reply questions like why that occurred, what it’s best to do subsequent, and what may occur in case you take a sure motion. 

May ChatGPT assist with all that? Let’s ask it. 

A question to ChatGPT.

And it stated: 

ChatGPT explains how it can be used for marketing analytics.

So it seems to be like ChatGPT 4 is kind of assured about its expertise. All in all, I bought 10 surprisingly convincing use instances. Listed here are some fascinating ones. 

  • I can present explanations and steering on varied analytics.
  • I can information you on organising reviews that make sense for your online business. 
  • We will focus on the way you would possibly use predictive analytics in your advertising efforts, utilizing historic knowledge to foretell future outcomes.
  • By analyzing buyer knowledge, you may acquire insights into buyer habits, preferences, and traits that may drive advertising technique.

Highlighted characteristic: Understanding knowledge and in search of options 

Let’s give ChatGPT a particular downside and see what it spits again. Now that the device helps image-based prompts, this ought to be fairly fascinating. 

So right here’s my query; it’s primarily based on an search engine marketing downside I used to be truly engaged on. To make issues more durable for AI, I’ve given completely no thought to the immediate, pretending to be a complete newbie in each ChatGPT and my analytics device (Ahrefs). 

Image-based prompt about marketing analytics to ChatGPT.

And right here’s the reply. I’ve to confess, I used to be blown away. That highlighted half is an accurate evaluation of the issue and precisely the factor I used to be attempting to repair. 

ChatGPT analyzing a graph from an image.

I additionally bought an honest trace on tips on how to clear up it: 

ChatGPT giving solutions to a marketing analytics problem.

So there you will have it. In case your analytics instruments provide you with knowledge you’re undecided what to do about, ask ChatGPT. On the very least, it’s going to present a superb start line.


ChatGPT Plus plan prices $20 a month, and ChatGPT API prices $0.002 per 1000 tokens. You’d want the API to make use of the device’s performance in different apps, for instance, crunch knowledge in Google Docs. 

Free plan accessible. 

Closing ideas 

For this text, I’ve picked the instruments that I like, have expertise with, and will simply advocate to my finest pal. I hope this helps you make the selection! 

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