Nowadays practically every company has a website through which it communicates with current and future customers. It is therefore important for every business to understand how the published content reaches its intended audience.

A good analytics tool provides a wealth of information on new and returning visitors, referrals, bounce rate, and real-time visitor statistics, to name a few metrics.

The best known traffic analysis tool is Google Analytics (GA), and with good reason. It’s easy to use, free (to a certain extent) and offers full support thanks to its large user base. The free basic package allows you to set up to 20 custom metrics, while the premium package offers many useful third-party integrations and unlimited data.

By presenting its offering as “marketing solutions for digital marketers”, FoxMetrics goes beyond the average of web analytics tools. In fact, this platform aims to provide a totally personalized experience.

Companies can customize most of the software elements, create unique user behavior segments, create user-targeted campaigns based on the data collected and integrate multiple widgets such as the acquisition of e-mails, notifications and pop-ups.

FoxMetrics is available with four pricing plans (Standard, Professional, Agencies, Enterprise) starting at $ 99 per month.

Matomo (formerly Piwik)

Matomo is totally free and open source, so it is a great choice for small businesses.

In its initial phase, when it was called “Piwik”, Matomo was practically a clone of Google Analytics, with one fundamental difference: the analytics had to be hosted on its own server. This was not a problem for large companies, which have a high volume of traffic on their site and can rely on a team of developers.

Today this option is still available, but Matomo also offers a cloud-based tool that can perform real-time analytics and features similar to Google Analytics, such as campaigns, site search, custom alerts and geolocation.

Thanks to the wealth of features, Matomo is an excellent open source alternative to Google Analytics.

If you are looking for a business intelligence and data collection tool, Zap is a solid choice. Its Data Hub offers data analytics for any business or team goal you want to set up, while maintaining a pretty intuitive dashboard.

Zap is a tool designed for large enterprises, and enterprise-grade data management allows you to integrate applications such as Google Analytics, Power BI, Tableau, Qlik, and other ERP and CRM program applications.

Chartbeat is a real-time analysis package. Pings users on your site and measures in real time what they are doing while they are doing it.

Chartbeat’s real-time analytics are more accurate than GA’s. The platform is available for a fee (it is less expensive than other tools), and is very useful as an addition to your main analytics package.

Open Web Analytics looks very similar to Google Analytics, or at least one of the previous versions of the software. However, this analytics platform is free and open source, which means it is totally customizable, but also a little rough.

How Matomo offers self-hosting and comes as a WordPress add-on. It can track the specific WordPress site it’s installed on, and outside of that, you can track multiple websites if it’s installed independently.

Despite being a free tool, Open Web Analytics is very feature-rich, making it an attractive choice for small and medium-sized businesses and freelancers.

The number one in the world of web analytics. The product formally known as Omniture is the most comprehensive web analysis tool available today.

For large enterprises that rely on large numbers of end users through a digital funnel, Adobe Analytics is the best tool. Given the platform’s complexity and cost, however, it’s probably not the best choice for small businesses.