12 Best Ecommerce Analytics Tools for Driving Revenue and Growth

When ecommerce performance falls short of business goals, pinpointing the root cause is challenging. Is it ineffective marketing assets, poorly defined audience targeting, gaps in customer support, or the product itself? 

The complexity arises from the sheer volume of data generated daily across channels and product lines, making it difficult to unify fragmented data points and analyze them quickly enough to refine strategies.

In this article, we’ll review 12 best analytics tools for ecommerce designed to streamline data collection, unification, and analysis, helping brands uncover ecommerce insights and optimize performance across their operations.

1. Google Analytics

Best for: Event-based tracking and analysis of user behavior across websites and apps.

Google Analytics 4 (GA4) is a powerful tool for tracking and analyzing ecommerce performance. Its event-based tracking system provides deep insights into user behavior across websites and apps, helping brands understand their customer journey, optimize conversions, and maximize ROI. 

GA4’ ecommerce-specific features: 

• Event-Based Tracking: GA4’s event-driven model tracks specific user interactions, such as product views, add-to-cart events, and purchases, providing a more precise and comprehensive view of customer behavior compared to session-based tracking.
• GA4 Ecommerce Tracking: Offers dedicated ecommerce tracking capabilities, allowing businesses to monitor product impressions, promotions, checkout steps, and transactions, making it easier to identify areas for improvement in the sales funnel.
• Enhanced Ecommerce Reporting: Includes pre-configured reports on product performance, customer purchase behavior, and sales funnels, helping brands identify bottlenecks and optimize conversions.
• Cross-Platform Insights: Tracks user journeys seamlessly across devices and platforms, providing a unified view of customer behavior, critical for multi-channel ecommerce strategies.
• Predictive Analytics: Uses machine learning to generate predictive metrics like purchase probability and expected revenue, enabling businesses to anticipate customer actions and allocate resources effectively.
• Audience Segmentation: Allows ecommerce brands to create highly detailed audience segments based on purchase behavior and other interactions, enabling precise retargeting and personalization.
• Integration with Ads Platforms: Connects seamlessly with Google Ads, enabling brands to measure ad performance directly against ecommerce outcomes, such as sales and ROI.

2. Improvado

Best for: Simplifying data management, improving performance visibility, and maximizing the efficiency of their ecommerce marketing efforts.

Improvado is a marketing analytics solution tailored to meet the specific needs of ecommerce businesses. The platform streamlines data collection, harmonization, and visualization, helping  brands gain a holistic view of performance and optimize strategies. 

Key features:

• Comprehensive Data Integration: Improvado seamlessly integrates with 500+ platforms, including major ecommerce tools like Amazon Analytics, Walmart Connect, Shopify, eBay, Awin, and custom online and offline solutions, ensuring seamless data aggregation for a complete view of performance.
• Scalable Data Harmonization: Harmonizes marketing and sales data from multiple sources into a standardized format, eliminating inconsistencies and ensuring accurate reporting across campaigns and platforms.
• Customizable Dashboards: Improvado provides pre-made dashboard templates or builds tailored dashboards to monitor key ecommerce metrics and KPIs in a setup that works specifically for your business. 
• Real-Time Performance Tracking: Improvado provides a robust solution for marketing campaigns performance, brand safety, and data compliance tracking. It monitors adherence to pre-defined rules, paces metrics, and issues alerts for any anomalies, problems, or metrics drips. This solution enables ecommerce brands to adjust strategies quickly in response to market trends.
• Cross-Channel Attribution: Improvado establishes a unified tracking infrastructure that captures every customer interaction across all campaigns and channels, including granular conversion and event tracking. Using common single-touch and multi-touch attribution models and custom ones, Improvado analyzes the impact of various touchpoints, helping businesses allocate ad spend effectively and maximize ROI.

3. Hotjar

Best for: Uncovering usability challenges, improving site design, and creating an optimized customer journey.

Hotjar is an ecommerce web analytics and user behavior platform designed to help ecommerce businesses gain a deeper understanding of how customers interact with their websites. 

By providing qualitative insights through tools like heatmaps, session recordings, and surveys, this ecommerce analytics tool enables brands to identify usability issues, optimize site performance, and improve the customer journey to drive conversions and enhance engagement.

Key features:

• Heatmaps: Visualize user interactions, such as clicks, scrolls, and hovers, on different pages of your site. Heatmaps help pinpoint which elements attract the most attention or are ignored, offering critical insights for optimizing product pages and calls-to-action.
• Session Recordings: Hotjar allows users to replay individual user sessions to analyze navigation patterns, friction points, and unexpected behaviors during browsing and checkout. This helps detect specific issues like confusing layouts or broken links that could be deterring purchases.
• Surveys and Feedback Widgets: Deploy targeted surveys or feedback forms to gather real-time customer opinions on their experience, from product search frustrations to checkout challenges. 
• Conversion Funnels: Hotjar tracks user progression through the purchase funnel to identify exact steps where drop-offs occur, such as abandoned carts or stalled form submissions. 
• Form Analysis: Gain insights into how users interact with forms during checkout, including fields that cause confusion or delays. This data helps streamline the form design and reduce abandonment rates.
• Behavior-Based Triggers: Use triggers based on user actions, such as prolonged inactivity or cart abandonment, to display surveys or offers. These triggers allow brands to capture valuable feedback or re-engage users before they leave.

4. Mixpanel

Best for: Advanced real-time event-based analytics of the purchase journey.

Mixpanel is a robust ecommerce analytics software solution designed to provide deep insights into ecommerce website user behavior and engagement. 

Mixpanel excels in tracking and analyzing website traffic and customer actions at every stage of the purchase journey, offering granular ecommerce insights that drive data-informed decisions. Its ability to track and analyze customer cohorts and retention makes it an invaluable tool for improving lifetime value (LTV) and reducing churn.

Key features:

• User Journey Tracking: Mixpanel tracks detailed user actions, including product views, search behavior, cart additions, and completed purchases. This helps ecommerce brands understand how users interact with their store, identify pain points, and optimize navigation.
• Cohort Analysis: Mixpanel enables businesses to group customers based on shared behaviors, such as frequent purchases or high cart abandonment rates. This segmentation helps target high-value users with personalized offers and campaigns.
• Funnel Analysis: Offers precise visualization of user behavior through sales funnels, showing exactly where customers drop off in the journey—from browsing to checkout—enabling strategic optimizations to reduce cart abandonment.
• Customer Retention Tracking: Mixpanel tracks how often customers return to your store, offering insights into repeat purchase behavior and customer loyalty.
• Custom Dashboards and Reports: Mixpanel provides highly customizable dashboards that can display real-time metrics like average order value (AOV), customer engagement rates, and purchase trends. These dashboards are tailored to ecommerce-specific key performance indicators (KPIs) for maximum relevance.
• Event-Based Analytics: Mixpanel allows tracking of custom events such as coupon usage, failed transactions, and cart removals, offering actionable data to refine marketing strategies and improve operational efficiency.
• Real-Time Insights: Delivers real-time analytics, enabling ecommerce brands to respond quickly to emerging trends or issues, such as sudden drops in conversion rates or spikes in specific product sales.

5. Woopra

Best for: Analyzing customer behavior to optimize user journeys, enhance retention, and maximize revenue.

Woopra is a customer journey analytics platform that provides ecommerce businesses with real-time insights into user behavior across touchpoints. Its focus on customer journeys, segmentation, customer demographics, and retention analysis helps retailers optimize engagement, personalize experiences, and drive conversions. 

Ecommerce-specific features: 

• Customer Journey Mapping: Tracks user interactions across your website, email campaigns, and apps, providing a complete view of the customer lifecycle and highlighting key drop-off points.
• Real-Time Analytics: Delivers instant insights into user behavior, such as product views and cart additions, enabling timely adjustments to campaigns or website design.
• Behavioral Segmentation: Allows ecommerce brands to create detailed customer segments based on specific behaviors, such as frequent purchases or cart abandonment, for targeted marketing efforts.
• Retention and Lifecycle Analysis: Woopra tracks metrics like repeat purchase rates and customer lifetime value (LTV), helping brands identify opportunities to boost loyalty and retention.
• Integration with Marketing Tools: Seamlessly connects with Google Ads, Facebook Ads and other ecommerce analytics platforms to unify data and measure campaign performance alongside user engagement.
• Event-Based Tracking: Woopra tracks custom events, such as promo code usage or wishlist updates, providing granular insights into user interactions that inform better decision-making.

6. Optimizely

Best for: Continually testing, analyzing, and optimizing customer digital experiences.

Optimizely is a leading experimentation and optimization platform that empowers ecommerce businesses to test and refine their websites, product pages, and customer experiences. 

By leveraging A/B testing and personalization tools, Optimizely helps brands make data-driven improvements that increase conversions and enhance user satisfaction.

Key features:

• A/B and Multivariate Testing: Enables ecommerce businesses to test variations of product pages, CTAs, and layouts to identify designs and messaging that drive the highest conversions.
• Personalization Tools: Optimizely provides dynamic content delivery tailored to user segments, such as first-time visitors or repeat customers, ensuring more engaging shopping experiences.
• Audience Segmentation: Allows detailed segmentation based on behaviors, geography, or device usage to optimize experiences for different customer groups.
• Behavioral Insights: Tracks user interactions and identifies patterns, such as where users drop off or engage most, offering actionable data to refine site performance.
• Integrations with Analytics Tools: Seamlessly connects with other top ecommerce analytics tools like Google Analytics and CRM systems to unify testing data with broader marketing insights.
• Performance Metrics: Offers detailed analytics on experiment results, helping ecommerce brands assess the impact of changes on KPIs like conversion rate and average order value (AOV).

7. Glew

Best for: Analyzing ecommerce product data and customer behavior to optimize operations and increase revenue.

Glew is an ecommerce business intelligence and analytics platform. With industry-tailored features, it provides in-depth ecommerce insights on product performance, customer behavior, and marketing effectiveness.

Key features:

• Customer Insights: Glew offers detailed reports on customer behavior, segmentation, and lifetime value (LTV), helping brands focus on their most profitable audiences.
• Product Performance Analytics: Tracks sales, margins, and inventory for each product, enabling an ecommerce store to identify top-performing items and optimize inventory management.
• Marketing Performance Metrics: Glew provides insights into marketing ROI, campaign effectiveness, and customer acquisition costs, helping refine strategies across channels.
• Integrations with Ecommerce Reporting Software: Seamlessly connects with platforms like Shopify, BigCommerce, and WooCommerce, unifying data for easier analysis.
• Profitability Analysis: Glew breaks down profitability by product, channel, or customer segment, giving a clear picture of what drives the most value for the business.
• Automated Reporting: Generates customizable reports that highlight key metrics, ensuring teams stay informed without manual effort.

8. Kissmetrics

Best for: Leveraging deep customer insights to enhance user experiences, increase retention.

Kissmetrics is one of the best tools for ecommerce customer analytics. With a focus on funnel analysis, cohort tracking, and detailed customer insights, Kissmetrics enables brands to identify trends, reduce churn, and improve conversions.

Key features:

• Customer Journey Analysis: Tracks individual user paths, from first interaction to purchase, helping businesses identify bottlenecks in the sales funnel.
• Funnel Reports: Provides clear visibility into where customers drop off in the conversion process, enabling targeted optimizations to improve performance.
• Cohort Analysis: Analyzes customer behavior over time, helping brands understand retention patterns and design strategies to improve lifetime value (LTV).
• Revenue Tracking: Links user actions to revenue generation, offering insights into the most profitable customer segments and campaigns.
• Segmentation Tools: Enables online businesses to segment users by behavior, demographics, or purchase history, ensuring more personalized marketing efforts.
• Integrations: Connects seamlessly with ecommerce platforms, CRMs, and marketing tools for unified data analysis and streamlined reporting.

9. Crazy Egg

Best for: Diagnosing usability issues, implementing effective design changes, and delivering seamless customer experiences

Crazy Egg is a website optimization and user behavior analytics tool that provides ecommerce businesses with detailed insights to enhance website performance. Crazy Egg enables brands to identify friction points, test design variations, and make data-driven improvements to optimize the shopping experience and boost conversion rates.

Key features:

• Heatmaps: Provide detailed visualization of where users click, scroll, and hover, highlighting high-performing areas and overlooked elements on product and checkout pages. 
• Session Recordings: Crazy Egg allows businesses to replay real user sessions to understand navigation patterns, pinpoint barriers like confusing interfaces or broken elements, and identify opportunities for smoother customer journeys.
• A/B Testing: Offers tools to test variations of page designs, including product descriptions, CTAs, or image placements, enabling brands to determine the most effective layout for driving conversions.
• Scroll Maps: Crazy Egg highlights how far users scroll on key pages, such as category or product pages, ensuring that important content and CTAs are strategically positioned for maximum visibility.
• Error Tracking and Diagnostics: Detects broken links, non-responsive elements, or slow-loading pages that disrupt the user experience. Fixing these issues can reduce bounce rates and improve overall site performance.
• Customizable Reports and Insights: Generates actionable ecommerce insights that brands can use to continuously refine their website, including identifying underperforming pages or content.
• Visitor Segmentation: Analyzes user behavior by segment, such as first-time visitors versus repeat buyers, helping tailor experiences to different customer types.

10. HubSpot

Best for: Brands looking for a single solution for ecommerce analytics and automation capabilities.

HubSpot offers a comprehensive suite of solutions, including ecommerce performance analytics tools to track and analyze customer interactions across the entire buyer’s journey. 

Ecommerce-specific features: 

• CRM and Ecommerce Integration: HubSpot syncs seamlessly with ecommerce analytics platforms like Shopify, allowing businesses to track customer interactions, purchase history, and lifecycle stages within a unified dashboard.
• Attribution Reporting: Hubspot provides detailed insights into which marketing efforts, from email campaigns to paid ads, drive the most revenue, helping optimize ad spend and marketing strategies.
• Customer Behavior Analytics: Tracks user behavior such as email engagement, website visits, and cart activity, enabling ecommerce brands to personalize marketing and improve customer experiences.
• Marketing Automation: Automates workflows like cart abandonment emails and follow-up communications, improving conversion rates without manual effort.
• Sales Performance Tracking: Hubspot is also a sales analytics tool and helps monitor sales metrics like deal size, revenue generated, and pipeline progress.
• Customizable Dashboards: Builds tailored reports for tracking ecommerce-specific KPIs such as average order value (AOV), customer lifetime value (LTV), and purchase frequency.

11. Adobe Analytics

Best for: Ecommerce business analytics in large brands.

Adobe Analytics is a general-purpose solution that also excels as an ecommerce data analytics tool. Its advanced capabilities provide deep insights into customer behavior, enabling brands to understand the complete customer journey and optimize performance across all digital touchpoints. 

Adobe Analytics ecommerce-specific features: 

• Comprehensive Customer Journey Analysis: Tracks interactions across websites, apps, and other channels, providing a unified view of customer behavior to optimize touchpoints and boost conversions.
• Real-Time Data Processing: Adobe Analytics delivers instant ecommerce insights into visitor activity, such as cart additions, product views, and purchases, allowing businesses to respond quickly to emerging trends or issues.
• Advanced Segmentation: Enables detailed segmentation of customers based on behavior, demographics, or purchase history, supporting targeted marketing efforts and personalized experiences.
• Attribution Modeling: Provides customizable models to understand which channels and campaigns contribute the most to conversions, helping allocate ad spend effectively.
• Predictive Analytics: Adobe Analytics uses AI to forecast customer behavior and revenue trends, enabling proactive decision-making to capitalize on growth opportunities.
• Customizable Dashboards and Reporting: Offers flexible reporting options tailored to ecommerce KPIs like conversion rates, average order value (AOV), and customer lifetime value (LTV).

12. Shopify Analytics

Best for: Essential analytics tool for ecommerce brands present on Shopify, helping refine strategies, improve customer experiences, and boost overall store performance.

Shopify Analytics is an integrated ecommerce analytic tool designed specifically for businesses using the Shopify platform. It provides detailed insights into sales performance, customer behavior, and store operations, enabling merchants to optimize their ecommerce strategies and drive growth. 

Key features:

• Sales Reports: Shopify Analytics offers detailed reports on sales by product, location, and time period, helping businesses identify top-performing items and optimize inventory management.
• Customer Behavior Insights: Tracks metrics like returning customer rate, average order value (AOV), and lifetime value (LTV), providing a deeper understanding of customer engagement and retention.
• Marketing Analytics: Shopify Analytics measures the impact of campaigns, including referral traffic, conversion rates, and sales generated, enabling more effective allocation of marketing budgets.
• Real-Time Reporting: Provides up-to-the-minute data on store performance, including live views of customer activity and sales trends.
• Custom Reports: Allows merchants to create tailored reports based on specific KPIs, offering flexibility to monitor what matters most.
• Financial Reports: Shopify Analytics tracks metrics like gross profit, taxes, and refunds, helping businesses stay on top of their finances.

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