Top 30 web analytics tools for 2026 (free & paid)

We’ve put together the 30 best web analytics tools we recommend checking out for 2026, covering everything from website visitor tracking and behavioural analysis to A/B testing and SEO. Whether you want to identify website visitors, work out who’s actually on your site, conduct and track A/B tests, personalise your website, or simply generate more leads, there’s a tool below for you.

At a glance: comparing the top web analytics tools

Prices verified via vendor pages and buyer-data aggregators (Vendr, G2, Capterra) on 1 September 2026 and shown in USD/month unless noted. Custom-quote figures are third-party reported, not vendor-confirmed.

Tools to measure user behaviour

Crazy Egg

Crazy Egg is a heat map web analytics tool, helping organisations conduct A/B tests, understand user behaviour and optimise content. Admins can analyse heat maps, scroll maps, and visual reports to see how people interact with their website.

It includes functionality such as:

• Heat maps
• Session replays
• Monitoring
• Data segmentation
• Click tracking
• Mouse movement
• Frustration tracking

Hotjar

Hotjar provides insights that show how users behave and what they feel strongly about, so product creators can deliver real value to them. Hotjar now operates under Contentsquare’s branding, and its pricing has split into three separately billed products – worth factoring into any cost comparison.

The most popular Hotjar features include:

• Heat maps
• Session replays
• Monitoring
• Data segmentation
• Survey
• Click tracking
• Mouse movement
• Conversion
• Side-by-side analysis
• Webpage element analysis

VWO Insights

VWO is an enterprise programme for visitor behaviour tracking and site optimisation. This web analytics tool highlights user experience bottlenecks so that you can frame your user experience problems and work on them. VWO merged with AB Tasty in January 2026, so it’s worth confirming current plan names and pricing directly with the vendor.

The most popular VWO Insights features are:

• Heat maps
• Session replays
• Data segmentation
• Conversion opportunities
• Mobile device analysis
• Data quantification
• Webpage element analysis

Matomo

Matomo is a privacy-first, open-source web analytics platform that gives you full ownership of your data – self-hosted or cloud. It’s a common alternative to Google Analytics for teams that need GDPR-friendly tracking without relying on Google’s infrastructure.

Matomo’s features include:

• Full data ownership (self-hosted option)
• No data sampling
• Heat maps and session recordings (add-on)
• GDPR/CCPA-friendly by design
• Custom reports and funnels

Microsoft Clarity

Microsoft Clarity is a free, unlimited heat mapping and session recording tool from Microsoft. Unlike most tools on this list, there’s no paid tier or usage cap – it’s free for any traffic volume.

Clarity’s features include:

• Unlimited session recordings and heat maps
• Rage-click and dead-click detection
• Native Google Analytics integration
• No sampling, no seat limits

A/B testing and experimentation

Convert

Convert is a privacy-focused A/B testing and experimentation platform built for marketing and product teams that need enterprise-grade testing without the enterprise price tag of some competitors.

Convert’s features include:

• A/B, split URL, and multivariate testing
• Privacy-first architecture (no third-party cookies)
• Integrates with major analytics and CDP tools
• Flicker-free testing

Optimizely

Optimizely is an experimentation platform aimed at enterprise customers. Their tool is powerful and targeted at websites with high traffic – in other words, companies that are very serious about testing and personalisation.

• A/B testing
• Multivariate testing
• WYSIWYG functionality to make updates without developers’ supervision
• An inbuilt CMS platform
• AI-based product recommendation engine
• Integrate with your workspace tools

Google Analytics 4 (GA4)

No surprises here! The most popular web analytics tool has recently had a complete overhaul. The new features you’ll find in GA4 include:

• Predictive analytics
• Create custom reports
• Create and track up to 300 Events
• Create and track up to 30 Conversions
• Customise automated tables
• Anomaly detection
• Easily create Audience Segments

Curious how Lead Forensics complements a GA4 setup rather than replacing it? See our Lead Forensics vs. Google Analytics comparison.

PageSpeed Insights

Your site’s loading speed can put visitors off and might be losing you potential customers. PageSpeed Insights is a free web analytics tool from Google that gives you a detailed report on how quickly your site loads on both mobile and desktop and where you can improve.

PageSpeed Insights reports include:

• First Contentful Paint
• Speed Index
• Largest Contentful Paint
• Time to Interactive
• Total Blocking Time
• Cumulative Layout Shift

Intercom

Intercom is a Customer Communications Platform. It shows you who is using your product or website and makes it easy to personally communicate with them with targeted content, behaviour-driven messages, and conversational support.

With Intercom, you can:

• Track, filter, and segment your customers
• Use bots to qualify, route and schedule meetings with leads
• Send targeted email, mobile push and in-app messages
• Capture customer feedback
• Automatically answer customer questions and resolve simple issues

The Domo Business Cloud

Domo allows you to set goals and track performance for a range of uses. You can combine data from third-party platforms into one central location which can be shared with the relevant people within your organisation.

Features include:

• Integrations with over 1,000 other platforms
• Visualise results with detailed reporting and dashboards
• Share data with the right people in your organisation
• Access pre-built apps designed to address specific business needs

Segment

With Segment, you can connect all of your customer data in one place. You can get a full view of your customer across all apps, platforms, departments, and stages of the buyer journey. Standardise data collection, unify user records and route customer data into any system where it’s needed.

Features include:

• Design cross-channel engagement
• Customise your customer data pipeline
• Transform and load customer data
• Accelerate compliance with GDPR & CCPA
• Create intelligent customer engagement
• Explore over 300 integrations

Ahrefs

Ahrefs is an SEO software suite that contains tools for link building, keyword research, competitor analysis, rank tracking, and site audits. This easy-to-use web analytics tool gives you detailed insights into your website’s SEO performance, flags things that may be having a negative effect on your SERP rankings, and shows you how you measure up against your competitors.

Ahrefs allows you to:

• Audit and optimise your website
• Analyse your competitors
• Find keywords your customers are searching for
• Learn from your industry’s top-performing content
• Track your ranking progress

Pingdom

Pingdom offers uptime and performance monitoring for your website, using more than 70 global polling locations to test and verify your website. Help ensure web application availability by proactively monitoring your web applications, APIs and networks. When your website’s down, you and your team will receive an immediate alert, complemented with a root-cause analysis report and outage details for efficient troubleshooting.

Pingdom’s features include:

• Real User Monitoring (RUM)
• Transaction monitoring
• Page speed monitoring
• Uptime monitoring
• Immediate alerts
• Root cause analysis

SimilarWeb

SimilarWeb Pro is a Business Intelligence solution that utilises the largest international online panel, which allows it to aggregate traffic statistics of any website and display them in neat dashboards. Known for its competitive web measurement and online intelligence, SimilarWeb Pro is a widely used Business Intelligence solution that aids in monitoring a business’s health and helping them make smarter decisions for strategic or short-term planning.

Features include:

• Website data
• Engagement metrics
• Side-by-side website traffic comparison
• In-depth competitor keyword analysis
• Competitor website traffic analysis
• Email and social media traffic reports
• Keyword research tool

Screaming Frog SEO

The Screaming Frog SEO Spider is a website crawler that helps you improve onsite SEO, by extracting data and auditing for common SEO issues. The tool can crawl both small and very large websites efficiently while allowing you to analyse the results in real-time. It gathers key onsite data to allow SEOs to make informed decisions.

With Screaming Frog, you can:

• Find broken links
• Audit redirects
• Analyse page titles and metadata
• Discover duplicate content
• Review robots and directives
• Visualise site architecture

Mixpanel

Mixpanel is a product and event-based analytics platform used by web and mobile teams to track user behaviour, retention, and conversion funnels in detail.

Mixpanel’s features include:

• Event-based tracking across web and mobile
• Funnel and retention analysis
• Cohort and segmentation tools
• A/B testing integrations

Woopra

Woopra is a customer analytics platform that uses consumer behaviour analytics technology that is intuitive so that users can more efficiently understand their customers. Through several contact points on different devices, Woopra provides customer data synchronisation in real-time, with regular updates of customer profiles and continuous activity monitoring.

Custom live dashboards can be generated that integrate key KPIs of the organisation.

Features include:

• Real-time notifications
• Data from live chat
• Customer profiles
• Funnel reports
• Scheduled tasks
• Create custom reports
• Build customer segments

SEMrush

Semrush is an SEO web analytics tool that does your keyword research, tracks the keyword strategy your competition uses, runs an SEO audit of your blog, looks for backlinking opportunities, and lots more.

Features include:

• Keyword research
• On-page SEO
• Competitor analysis
• Content marketing
• Local SEO
• Rank tracking
• Social media management
• Link building

Moz

Moz is an all-in-one SEO toolset, combining several SEO solutions in one platform. You can conduct site audits, track your rankings, analyse your backlinks and research keywords all in one place.

Moz features include:

• Site audits
• Rank tracking
• Backlink analysis
• Keyword research

Cyfe

Cyfe is a cloud-based all-in-one dashboard application for small to midsize businesses that enables users to monitor marketing channels including SEO, SEM, email marketing, web analytics, social media and more. Development has slowed in recent years, with existing integrations being phased out – worth checking current feature support directly before relying on it.

Key features include:

• Pre-built widgets
• Push API
• Real-time reports
• Data exports
• TV mode
• White labelling
• Branded reports and dashboards

Kissmetrics

KISSmetrics is a powerful web analytics tool that delivers key insights and user interaction on your website. It defines a clear picture of users’ activities on your website and collects acquisition data of every visitor.

Features of Kissmetrics include:

• Management of data
• Events
• Reporting
• Campaigns
• Customer profiles
• Accounts
• Billing

Chartbeat

Chartbeat is a suite of content analytics tools for online publishing teams across the globe. It is designed to improve audience engagement and loyalty by helping teams make informed editorial decisions.

Features include:

• Filter data by sections, authors, location, traffic source and referrer, device type, and more
• Slice all data by visitor frequency, subscriber status, and native app traffic
• Filter by custom date range, section, and author
• Compare Total Engaged Minutes, Pageviews, and Average Engaged Time for site and articles
• Automated insights flag noteworthy trends and benchmarks

Parse.ly

Parse.ly gives creators, marketers and developers the tools to understand content performance, prove content value and deliver tailored content experiences that drive meaningful results.

• See where readers are coming from
• Get tips on how to increase traffic & engage your audience
• Integrations with social media and search engines
• Receive insights via mobile, email, or Slack
• Give your readers personalised recommendations

UserTesting

UserTesting is a platform for getting rapid customer feedback on almost any customer experience you can imagine, including websites, mobile apps, prototypes, and real-world experiences. You’ll receive audio and video recordings of real people from your target market speaking their thoughts as they complete tasks you specify.

Meta Business Suite Insights

Meta Business Suite Insights is Meta’s current home for audience and page insights across Facebook and Instagram, replacing the old standalone Audience Insights tool.

With Meta Business Suite Insights you can:

• Get a demographics overview of your page audience
• Review engagement and reach across Facebook and Instagram
• Access audience data directly within Ads Manager for targeting
• Track content performance across both platforms

Google Search Console

Google Search Console is a free service offered by Google that helps you monitor, maintain and troubleshoot your site’s presence in Google Search results. Search Console helps you understand and improve how Google sees your site.

With Google Search Console you can:

• Optimise your content with Search Analytics
• Get your content on Google
• Get alerts on issues and fix your site
• Understand how Google Search sees your pages

GoSquared

GoSquared web analytics provides real-time website analytics to sites of all sizes. The real-time dashboard displays website analytics on an individual visitor basis, so you can drill down and learn more about your visitors.

Features include:

• Real-time metrics
• Instant comparisons
• Smart predictions
• Event metrics
• Daily email reports

Zuko

Zuko is an online form and checkout analytics and optimisation tool. Zuko tells you when, where and why your potential customers are dropping out of your web forms and checkouts and not coming back.

With Zuko you can:

• Understand when, where and why visitors abandon your forms
• Get data on each form field to identify where your UX issues are
• Get insight into how you can improve your forms
• View individual visitor journeys
• Create custom dashboards

Lead Forensics

Lead Forensics is a website visitor identification tool that provides granular detail on what previously anonymous B2B users are doing on your site, powered by IP tracking that maps what an IP address reveals about a visiting company. With our world-leading database you have access to key B2B decision-makers, so you can reach out, armed with knowledge of what your prospect is interested in, converting more of your website visitors.

Features include:

• Identify anonymous B2B visitors
• Live monitoring of your site
• Track user behaviour
• Custom reports
• B2B contact details

Book your Lead Forensics demonstration today!

Want to see how Lead Forensics stacks up against other options? Read our Lead Forensics alternatives comparison.