tony babel

Website analytics is very important in determining how your efforts to drive traffic is doing. It helps determine where the traffic is coming from, where more money needs to be invested or what needs to be improved. Let’s review some of the tools that are most commonly used to facilitate analytics tracking.


Google analytics is by far the most popular and most recognizable tool out there for website analytics. Even though it’s widely used, so many people find it very complicated. Google analytics feels like an all you can eat buffet because it offers a ton of tools which you will most likely not use. The tools main objective is to cater to as many data tracking features as possible. One of the great things about Google Analytics is that it’s simple to integrate with your website; just place a snippet of code in the header section of your site and voila. Another cool feature is it will track your UTM codes automatically without adding extra code/fluff. But if you want to incorporate additional tracking features like click events, you will need to use analytics.js a JavaScript library which requires a little more coding skills.


Unlike Google analytics, Heap analytics offers a more focused data tracking software. Heap captures every event with no extra code. They also make it so easy to add custom event tracking by employing a user-friendly interface where you can visually select the events and assign it recognizable titles. Some of the features they offer are data capture, user action capture, funnels, retention feature and SQL database for easy access to the data collected. They also make it really easy to integrate into your website.


Piwik is a free open-source software that does pretty much everything Google Analytics does but you just have to host it on your own server. The benefit is you have full control over the data that’s collected, hence it’s better for privacy. There’s also a paid cloud hosted called version-Piwik-Pro where the company hosts the application for you in a secure server. One of the best features of Piwik is the marketplace where you can download additional plugins not available in the main application.


Segment is actually not an analytics tool but rather a platform that offers one API to collect analytics data from different tools and send it to other tools you are currently using. For example, you can collect data from heap analytics and have the data available on HubSpot or Piwik. Segment is not only for analytics, it covers a broad range of services like CRMs, Email services, advertising. It’s very useful when you are using multiple tools.

These are just a few tools; we haven’t even scratched the surface. There are over twenty other applications you can use and they all have their strengths and weakness, you just need to find the one that works best for your business goals.

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