8 Cutting-Edge Analytics Tools All Marketers Need to Be Using


Marketing Insights for ProfessionalsThe latest thought leadership for Marketing pros

Wednesday, June 1, 2022

As Google gets set to retire Universal Analytics, there are a number of other tools that will be indispensable for marketers.

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8 Cutting-Edge Analytics Tools All Marketers Need to Be Using

Marketers have become heavily reliant on Google Analytics, so the news that the tech giant is set to switch it off in 2023 means they will require a new approach. Universal Analytics will cease processing new hits from July 1st 2023 and could stop storing previous results as little as six months later.

“Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies. This measurement methodology is quickly becoming obsolete.” - Russell Ketchum, Director, Product Management at Google


Some marketing teams will opt to switch to Google Analytics 4 (GA4), which has a better capacity to work across all platforms. It also works without the use of cookies and creates its measurements from event-based data, while avoiding the collection of IP addresses offers improved privacy for users.

Before configuring GA4 as the default option, marketers should look at the alternative tools available as they may represent a better option for your business and offer actionable insights to improve your campaigns.

1. Datorama

Datorama is a good option for marketers looking to bring all their data from multiple platforms into the same place. This means you can see everything interact and spot trends that can help you to make informed decisions going forward without having to make the comparisons yourself.

This tool requires a certain amount of technical know-how, but offers extensive visualization capabilities. This is particularly useful if you need to present data higher up your organization to get buy-in for campaigns.

2. Funnel.io

A more straightforward option that still allows you to map and group data is Funnel.io. It can be integrated with the majority of advertising and marketing platforms that are widely used, with the sole exception of Tableau.

If you use a data warehouse, a dashboard solution, Google Data Studio or Google Sheets, then you’ll find exporting data is simple. Use Funnel.io with a visualization widget to create charts and graphs to display your data in a clear fashion.

3. Heap Analytics

Track all of the actions your website users take, whether on a desktop or mobile device, through Heap Analytics. Once the data on an individual's behavior has been collected, you can segment your audience to provide insights that’ll influence your marketing decisions in future.

Heap is a good place to analyze information around specific events and preview data on its dashboard. You can start with the platform’s free plan and upgrade to a paid version if you find you like the way it functions.

4. Cyfe

One of the biggest challenges of data analysis in marketing is bringing all of the information collected on different platforms and through disparate tools together. Cyfe specializes in such integration with ease, presenting what it calls all-in-one business dashboards.

This means being able to see everything from your social media marketing channels, sales platforms and pay-per-click marketing efforts at a glance. Cyfe has ready-to-use widgets that can be connected to Google Analytics, Google AdWords and SalesForce accounts to complete the picture.

5. Oribi

It’s no secret that the modern marketer is time-poor and needs to make business-critical decisions quickly on a regular basis. Oribi enables these judgment calls to be made promptly based on the data to ensure they’re not just done fast but also smartly.

Any changes on your website are automatically tracked by Oribi, with the relevant data extrapolated and flagged. Among the advantages of this tool is there’s no need for developers or analysts to help set it up or make changes; everything can be done by the marketer themselves.

6. ClickDimensions

If you use a lot of Microsoft products in your work life, then ClickDimensions should be a definite consideration when looking at analytics tools. It was designed within Microsoft Dynamics and easily integrates with Microsoft Dynamics 365, Microsoft Azure and Power BI.

Among the features you can take advantage of when using ClickDimensions are marketing intelligence functionality, customer success support, campaign automation and intelligent dashboards.

7. Formisimo

While a general analytics tool that does multiple jobs can be a great catch-all, sometimes you need to address a specific issue. Formisimo takes the investigation of the abandonment of web forms to another level to understand why users aren’t converting.

Determine which parts of your forms are putting potential leads off with reports compiled from real-time data. Formisimo applies 54 metrics to the information from your site to show exactly where improvements can be made for noticeable results.

8. CrazyEgg

Heat map visualization is an effective way to understand your users’ behavior over time. CrazyEgg demonstrates which elements of your site are getting the most interaction and represents a great way to show this to stakeholders.

It also enables you to measure the scroll depth of web pages in order to see when the attention of a user is lost. This sort of information is invaluable for making tweaks that have a big impact and improve your overall user experience.

To learn more about the importance of analytics in your marketing strategy, listen to our interview with Dara Fitzgerald on The Strategic Marketing Show:

Listen to the episode via your preferred pocast platform:

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