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Top 17 Marketing Analytics Tools and Software for 2023

As the driving force behind informed decision-making, the right marketing analytics tool can empower your team to transform raw data into actionable insights, leading to more effective campaigns, greater customer understanding, and ultimately, a robust boost to your enterprise's bottom line. But navigating the expansive landscape of marketing analytics tools can be a daunting task for marketing leaders.

To aid in your search, we've compiled this guide exploring the top 17 marketing analytics tools in the market today.

What Are Marketing Analytics Tools?

Marketing analytics tools are software solutions that allow companies to track, measure, and analyze their marketing performance. These tools aggregate marketing data from different channels and provide insightful reports that help marketers understand the effectiveness of their campaigns, consumer behavior, market trends, and return on investment (ROI).

Marketing analytics tools go beyond merely tracking ROASROMICPL, or CPC. They enable marketers to dive deeper into the data, identifying patterns, customer segments, and opportunities for optimization. By utilizing proper marketing analytics software, marketing specialists can use their time and resources more effectively, accomplish better results, and achieve a more profound vision of the impact of every marketing campaign.

Here's a brief overview of the top marketing software solutions described in the article. Later, we will delve into each tool's features, strengths, and weaknesses.

Extraction & loading Data transformation Data visualization Cross-channel analytics Marketing attribution AI/Predictive analytics Best for
Improvado Any BI tool AI assistant Large enterprises with complex analytics and customization requirements
Salesforce Marketing Cloud Intelligence Midsize and enterprise companies with a complex marketing structure
Fivetran no no Data engineers and data analysts in company of all sizes
Domo in-app Companies of all sizes processing substantial amounts of data
Adverity basic Only Looker Studio limited no SMBs with SQL and Python knowledge eager to overcome a steep learning curve
Funnel basic limited no no SMBs with a small set of cross-channel needs
ChannelMix in-app Midsized companies requiring few custom solutions and less frequent data updates
TapClicks basic in-app, Looker Studio limited no SMBs with a small set of customization needs and less frequent data updates
Grow in-app no no SMBs looking for a simplified BI tool
NinjaCat basic in-app limited no no SMBs ready to undergo a lengthy onboarding process
Supermetrics no no no no Small business with basic data needs and low number of data sources
Chartio in-app no no SMBs looking for their first BI tool to visualize data
Whatagraph no in-app limited no no Small businesses and small-scale marketing agencies

What are the Types of Marketing Analytics?

To understand the importance of marketing analytics tools, we need to understand in which fields these instruments may help us. There are many different types of marketing analytics. Each of them deals with a certain scope of data and marketing channels. Usually, marketers work with five main types of analytics:

  • Web analytics
  • Social media marketing analytics
  • Lead generation and attribution
  • SEO analytics
  • Email marketing analytics

Here are the types of marketing data used during the analysis process: 

  • Website visitor data
  • Paid campaign performance data
  • Customer touchpoint/event data
  • Email marketing data
  • Customer purchase data

How to capture all your marketing data in one place

Marketing analytics starts with marketing data management. As an in-house marketer or marketing agency representative, you know how aggregating your data from numerous platforms, such as Google Ads, Facebook Ads, and LinkedIn, can be overwhelming and time-consuming. 

It can take 20 to 40 hours per week just to log into each platform, export the data, harmonize it, and upload it into Excel, Google Sheets, Power BI, or other analytics or visualization tools. And that's only the preparatory stage of the analytics.

An aggregated view of your marketing and sales data
To automate data aggregation and harmonization, a brand can employ a technological platform like Improvado to solve these daunting tasks. The solution helps marketers save time and sanity by establishing a robust data flow from numerous sources to desired destinations. Raw numbers are turned into analysis-ready data and pushed into existing storage or platform without districting in-house IT or analytics teams.
Learn more

In this post, we will compare the top marketing analytics tools helping marketers aggregate all their data in one place.

They are all slightly different, so read carefully to find the tool that's the best fit for your business!

Top 17 Marketing Analytics Solutions to Automate the Entire Reporting Cycle

1. Improvado

Improvado is an enterprise-grade marketing analytics solution with a high-level of customization.
Improvado has a high rating on all technology review websites.

What is Improvado?

Improvado is an enterprise-grade marketing analytics platform that automates your marketing, sales, and revenue data collection and transformation and eases its further analysis. The platform supports the whole marketing data pipeline process:

  • It pulls data from 500+ data sources, like Facebook Ads, Google Analytics, TikTok Ads, MailChimp, Twitter, or YouTube.
  • Improvado applies automated advanced data transformations, including deduplication, data cleansing, data mapping, disparate naming convention unification, and more.
  • Then, the platform pushes harmonized data to your BI, visualization or analytics tool, or to another destination for further analysis. 
  • Users can also utilize pre-built dashboards, marketing attribution modeling, and visualization features to start processing and analyzing their data on the spot.

Improvado is highly flexible, whether it comes to the frequency of data extractions, custom connectors, or customization of attribution modeling. 

Improvado is an enterprise-level marketing analytics platform.

Who should use Improvado?

Improvado was built specifically to meet the needs of marketing, sales, and revenue teams. According to the G2 reviews, 68.9% of Improvado customers are marketing and advertising agencies. The platform has data source connectors to 500+ commonly used platforms and provides a high data granularity. It means clients can pull a large number of metrics and dimensions and view data on the campaign level, adset level, keyword level, and even view ad creatives across every channel, all in one dashboard.

Furthermore, Improvado is a no-code solution, which makes the platform suitable for teams with no technical experience. Improvado provides Professional Services in case a client needs a custom data connector or runs into a technical issue. Additionally, Improvado provides data warehouses with deployment and maintenance services. 

The platform is also HIPAA and SOC-2 compliant,  which means companies operating in privacy-conscious sectors like healthcare and wellness can benefit from integrating Improvado without compromising data security. Healthcare is, indeed, the second largest group of Improvado customers, according to the G2 software catalog.

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  • High-quality customer service
  • Ability to map data across various platforms and create custom metrics
  • High data granularity and deep marketing integrations
  • Integrates with 500+ data sources, popular data warehouses, and BI, visualization, and analytics tools
  • No need for developers and technical expertise
  • Reduces manual reporting time by up to 90%
  • Ideal for in-house marketers managing campaigns on multiple platforms or ad agencies managing campaigns for several clients
  • Serves as a single source of truth
  • Entirely customizable, with any custom integration available


  • More granular features can be a tad complicated; however, customer support is great about walking users through any issues
  • There may be a bit of back and forth initially with support in order to get your dashboards set up and your reports visualized exactly how you want

Improvado.io Integrations

Improvado supports 500+ data sources, including advertising, analytics, marketing attribution, customer support, and other platforms. Explore the full list of integrations to see if this solution provides connectors to the data sources of your choice. Improvado also builds custom data connectors, just in case a client can’t find the required tool on its  list of native connectors. 

Improvado is a no-code solution that is easy to set up and master.

Improvado Pricing

Improvado offers a custom pricing model tailored to the data needs and volume of each client. A company only gets a quote after a 30-minute call with an Improvado representative, where you'll discuss your reporting needs and business objectives. That way, you pay only for the amount of your data pipeline you offload and the number of data rows used.

Share some details about your company and choose the best time slot for the call.

2. Whatagraph

Whatagraph is a report automation tool built for marketing agencies and in-house teams.
Whatagraph has an average of 4.5 out of 5 stars on G2.

What is Whatagraph?

Whatagraph is a marketing reporting tool that you can use to create functional, beautiful reports from a large number of data sources.

Who is Whatagraph for?

There are two main groups of users for Whatagraph. The first one are marketing agencies dealing with lots of clients and accounts per client. Whatagraph allows them to connect those data sources and create the report. Once created, the report can be automated to be sent out with updated data at certain time intervals. This way, agencies can save hours per client every week on report creation.

The second group is in-house marketers looking for a quick way to accurately report on their marketing campaigns. Simply connect the marketing platforms you're using and you can grab a report template to fill out. Your report is done and you can present it to your CMO or manager.

Whatagraphs offers ready-made templates and drag-and-drop widgets to build a report.


  • 100+ report and dashboard templates
  • extensive customization options including white labeling
  • 40+ data sources included in all plans


  • the entry plan is on the pricier side at $199 per month
  • you cannot opt for manual pricing - you have to buy an annual plan

Whatagraph pricing

The pricing starts at $199 per month, which gives you access to 25 data sources and 5 seats for the tool. You can try it out for free for 7 days.

Whatagraph marketing integrations:

There are 40 integrations available at the moment of writing. You can see the full list of integrations here.

3. Domo

DOMO is a data app and BI application that helps display data from various sources.
DOMO lacks customization options, and its visualizations aren't intuitive, which lowers its rating.

What is Domo?

Domo is an analytics platform that specializes in business intelligence and data visualization.

‍Who should use Domo?

The Domo platform is best for C-level executives working at enterprise companies who are looking for a non-marketing specific BI tool to be used company-wide, one that can create executive level dashboards. Domo is not focused specifically on data from marketing efforts. It is used for more general business data. This means that when it comes to company-wide business intelligence and executive dashboards, the software’s capacity is fairly vast, however, it probably isn’t the best choice for the aggregation and visualization for marketing data. Since the marketing integrations are more limited, connectors don’t run quite as deep, leading to the platform being too costly for only the marketing department to use.


  • Offers over 500 connectors across Marketing and Sales, Operations, IT, HR, and Finance
  • Real-time data in a single dashboard
  • IT doesn’t need to be involved with implementation


  • Not specifically focused on marketing, resulting in limited marketing integrations
  • You can only view data in the Domo dashboard. There is no way to export it, save it, or look at it on another BI tool.
  • Entirely based in the cloud, which can cause difficulties if the majority of your data is on-site.
  • There hasn’t been any significant refreshed of the tool in several years, or really any product innovation.
  • The platform is rather secretive when it comes to pricing, and be cost prohibitive for many companies.

Domo Pricing

Pricing for Domo is based on a yearly subscription, and the cost varies depending on the number of people that need access to the tool. A 30-day free trial is offered. 

DOMO runs on a custom pricing model.

Domo Marketing Integrations

  • Domo boasts 52+ integrations


4. Salesforce Marketing Cloud Intelligence (formerly Datorama) 

Datorama’s marketing intelligence platform helps centralize marketing data and report on performance.
Datorama has a lower rating than other tools on the list.

What is Datorama?

Datorama is a platform specializing in business intelligence and analytics with a aim to help marketers unify all of their data across multiple platforms into a single destination, offering a look at the complete picture.

Who should use Datorama?

Datorama is good for highly technical marketing teams or those with engineering resources. In order to use the tool effectively, you will need to be familiar with SQL. This analytics platform for marketing does specifically focus on the marketing dilemma, claiming to feature every possible integration (including ones that don’t actually offer API connections…).

The biggest challenge that I can tell with the Datorama platform is that the tool is complex and very technical. Teams will often need to utilize an implementation engineer familiar the coding used by company just to get the software properly set up or to make any needed changes. Once the software is set up correctly, the platform is fairly powerful. The tool may be too costly of some businesses, especially since you would need to pay for a premium level if you want to have access to a customer service representative.


  • Claims to offer 400 marketing integrations (even though you can’t find a list of them anywhere on their website)
  • Features powerful visualization capabilities


  • The tool isn’t very intuitive, causing a steep learning curve.
  • You can only look at the data in the platform’s dashboard. You can’t export it, save the data as a file, or view your data on a different BI tool.
  • Can be challenging to set up campaigns or make any changes without the help of an implementation engineer.
  • The company charges customers based on the number of lines of data. This can be extremely cost prohibitive for marketers running several campaigns. 
  • Customer service reps are offered at an up-charge.
  • The tool has confusing naming conventions, with some metrics being named differently from they appear in source.

The biggest drawback of Datorama is vendor lock, meaning you can't load data from Datorama to your in-house storage or merge it with third-party insights. All the data you extract with Datorama stays in Datorama. You can't share it outside the platform or load it elsewhere if you decide to migrate from Datorama.

The vendor lock-in makes your team dependent on the tool and vulnerable to all the changes. When choosing a marketing analytics platform, the number one rule would be to go for the solution that gives you full control of your data.

With Improvado, your data can be loaded either to your cloud warehouse or Improvado's environment. And if you don't have your own data warehouse or expertise to manage one, Improvado offers data warehouse management services.

Datorama Pricing:

Pricing for Datorama is based upon lines of data. If users are running numerous campaigns, this can get fairly expensive.

Datorama Integrations:

  • Claims to feature 400 marketing integrations, however there isn’t a list anywhere on the company’s website. 

5. Funnel.io

Funnel is a marketing data platform with 500+ data source connectors.
The Funnel rating is reduced due to the lack of data transformation capabilities.

What is Funnel.io?

Funnel.io is a marketing analytics platform that automates data collection, transformation, and loading to streamline marketing reporting and analysis. 

The software integrates with over 500 apps and platforms, including advertising, eCommerce, email marketing platforms, CRMs, and more. Funnel allows users to manipulate raw data, customize the frequency of imports and exports, and perform automated data categorization.

Overall, Funnel.io presents a limited number of marketing analysis capabilities. The platform supports only easy data transformation tasks. Any advanced data processing tasks should be done manually or using other data transformation tools.

In turn, Improvado, with its enterprise-grade data transformation engine, simplifies and automates data transformation tasks, saving teams 80-100 hours per week. Free from data hassle, marketing teams have more time and resources to run experiments and build marketing strategies and campaigns.

Book a consultation with the Improvado expert to experience the power of automated data transformation.

Who should use Funnel.io?

The platform allows you to map and group data, similar to Improvado, and data can be sent directly to a data warehouse, a dashboard solution, Google Data Studio, and Google Sheets. Funnel.io, however, doesn’t have a direct integration with Tableau.

The main benefit of marketing analytics platform is that is quite simple and fairly self-serve. Since the cost is tied to ad spend, as your business ad spend grows, the platform may become more costly.


  • Features more than 400 integrations with a focus on adtech
  • You can export your data
  • Large amount flexibility in visualization widgets 


  • Funnel supports only easy data transformation tasks; the rest should be done manually by your analytics and marketing teams. 
  • Funnel has native integrations with over 400 data sources, but it supports fewer metrics and dimensions than some of its competitors. 
  • The tool has a steep learning curve. 

Funnel.io Pricing:

Pricing is based on ad spend. While the platform boasts unlimited users and data sources, there is an additional fee each month for every additional destination you want to connect your data to.

Funnel offers 3 pricing tiers for marketing agencies and 3 for marketers.

Funnel.io Integrations

  • Funnel.io claims to offer 400 data sources.
  • You can see the entire list of integrations on their website.

6. Supermetrics

Supermetrics is a data aggregation and exporting tool with over 100 data connectors.
The G2 rating for the Supermetrics quality of support is only 7.6 out of 10.

What is Supermetrics?

Supermetrics is a platform to help marketers with simple data extraction. The tool pulls PPC, SEO, analytics, and social data into a single destination for reporting and analysis.

Note: Supermetrics is a data aggregation and loading tool; the platform doesn't support any data transformations. When choosing Supermetrics, a company also needs data analysts on its team to do the manual data transformation and ensure data quality. 

Additionally, the software catalogs include many customer reviews explaining how they ran into a bug or noticed the platform wasn't pulling data for weeks without notifying them of the issue. In-house IT resources and data analysts will be required to do data source reauthorization, manually pull a refresh, and check if the daily queries have been processed. 

Who should use Supermetrics?

The Supermetrics tool basically just pulls your data from a rather limited platform list into Google Data Studio or Google Sheets. The platform is good for scrappy startups who mostly use Google Analytics, Adwords, and Facebook, and simply need help with getting their data into Google Sheets. If you need visualization or more complex dashboards, or need to use any other channels, Supermetrics may not be the most helpful tool.


  • Good for extracting granular data from Google Analytics, Google Ads, and Facebook.


  • No visualization is offered.
  • No transformation. There is no ability to map data from across multiple platforms using the tool.
  • Initial setup can be rather difficult.
  • Issues with data accuracy
  • Extremely limited integrations with BI tools. Data can only be sent to Google Data Studio or Google Sheets.
  • Google Sheets consists of a limited number of rows, so you may cap out of exporting too many rows of data.
  • You will need to run your own queries.
  • Claims to offer over 40 integrations, but they are very basic without really any access to more granular data.

Supermetrics Pricing:

Supermetrics is by far one of the cheapest digital marketing analytics tools, starting at only $39/month, however, the product offering is quite rudimentary. Different plans are available depending on where you want to send your data, and costs can add up quickly if you need any of the platform’s add-ons.

Supermetrics pricing plan starts really low, but the tool becomes expensive real quick.

Supermetrics Integrations

The platform claims to have more than 40 integrations, but a list isn’t provided on their website.

7. Ninjacat

NinjaCat is a marketing reporting tool best suited for small businesses.
The capabilities of NinjaCat are very limited, especially regarding data manipulation.

What is Ninjacat?

Ninjacat boasts that it’s an all-in-one reporting solution for marketers and agencies, specializing in SEO reporting, PPC reporting, and budget monitoring.

Who should use Ninjacat?

This marketing reporting tool is an all-in-one tool for reporting, monitoring, and call tracking. The platform integrates with commonly used PPC, SEO, display, social media, and call tracking channels, allowing users to automate their reporting and monitor their budgets and campaigns. Ninjacat claims to offer more than 750 data sources. The tool can be good for marketers who needs a single solution for reporting PPC, SEO, and other campaign efforts, but its cost can make it difficult for smaller businesses to be able to afford the tool.


  • Offers information in a single, easy to read report
  • Claims to be an all-in-one reporting solution
  • Ability to customize and isolate metrics


  • Onboarding is often tedious and time consuming
  • The platform isn’t very intuitive
  • There are extra fees and tracking costs can be tedious.
  • Can be more cost prohibitive for small businesses
  • Changes aren’t always captured right away

Ninjacat Pricing

Pricing for Ninjacat is on a subscription basis. The company offers an option for a demo and a free trial.

Ninjacat Integrations

  • Ninjacat claims to have more than 750 data sources and universal API.

8. Fivetran

Fivetran is an automated data movement platform for data analysts and engineers.
Fivetran pricing model is based on the amount of data processed, which makes it more expensive than competitors.

What is Fivetran?

Fivetran is a data collection and marketing analytics tool. The platform lets you connect your applications, databases, and more to a centralized hub where you can view and analyze the data. Here you can find an up-to-date research on Fivetran alternatives and competitors

Who should use Fivetran?

Fivetran is a useful tool for data collection and analysis if you want a platform that doesn’t require really any technical knowledge. The company boasts that it offers the only zero-maintenance pipeline, resulting in a setup that only take around five minutes. Once data is stored in the tool’s “warehouse,” users can ask questions and make inquiries using the software. All data is stored in a centralized location, and the platform aims to make it easy for users to access and search for data that’s stored.


  • Data source connectors offer a decent amount of granularity.
  • Allows you to search for stored data
  • You can make inquiries about your data and receive analysis back. 


  • It can be difficult to figure out the cause of an issue without contacting support.
  • You can’t configure the batch size for queries.
  • Some lack of flexibility
  • Occasional delays and bugs

Note: Fivetran isn’t an industry-specific ETL solution. Regarding marketing and sales needs, the platform supports around 40+ data sources which may not provide a holistic picture of all your revenue-targeted activities.

Fivetran customers have a couple of options to navigate the issue. They can send connector requests and upvote existing ones, but the process can take months. Another option is to code a custom data connector yourself. The task isn't easy to complete. As the Fivetran documentation states: "Building a custom data pipeline from scratch is complicated. It's even harder to maintain."

With Improvado, customization and custom connectors are a part of your billing plan. Development of a new API connector will take 6 weeks at the most. A new report type will be delivered to you in 3 to 7 days. Book a consultation with an Improvado expert to learn more.

Fivetran Pricing

You have to contact Fivetran for details of pricing. The company does offer a free demo of its platforms to potential customers.

Fivetran Integrations

  • The platform offers a wide range of connectors.

9. Alooma

Alooma provides data pipelines as a service.
Due to limited data integration capabilities, Alooma has a lower rating than its competitors.

What is Alooma?

Alooma is a data aggregation and migration service that allows companies to centralize all their data in a single destination, migrate to a cloud, and clean up their data.  

In 2019, Alooma was acquired by Google. It's become a part of the Google Cloud Platform and stopped supporting data migrations to Google's competitors, such as Amazon's Redshift, Snowflake, and Azure.

Who should use Alooma?

Alooma allows data teams to have control and visibility. The platform brings data in real-time from various sources into a data warehouse. Users can avoid data loss or duplicates and control the entire ETL process. The tool features real-time visualizations, a code engine, a data mapper, and data querying.


  • Data is aggregated in real-time.
  • The team can build a custom data source connector.


  • Alooma's integrations are rather limited.
  • New Alooma customers can use only Google Cloud Platform as a destination.
  • Customers can't build a connector or make improvements to an existing one themselves.

Alooma Pricing

Alooma offers a free trial of its tool. The platform has custom pricing and doesn't disclose details on the website. 

Alooma Integrations

Alooma integrates with about 30 data sources and supports only the Google Cloud Platform as a destination.

10. Tapclicks

TapClicks is a digital marketing reporting and analytics platform.
TapClicks has an average of 4.5 out of 5 stars on G2.

What is Tapclicks?

Tapclicks is a marketing analytics tool that offers marketers and agencies an all-in-one, cloud-based platform for management, reporting, and analytics.

Who should use Tapclicks?

Tapclicks lets you export and schedule automatic reports into Excel, PDF, Email, PowerPoint, and Word. The platform offers pre-built visualizations and a library of widgets you can setup to help answer business questions. The tool is useful if you have many reports you need to automate for clients.


  • Numerous data sources
  • Variety of visualization options


  • ‍There are a lot of features that aren't very intuitive to use.
  • ‍There are some features in reporting that can be a little buggy.
  • Some of the field customizations are a bit limited.

Tapclicks Pricing

Tapclicks certainly isn’t the cheapest option, starting at $499 per month for its Basic plan. You can try a demo version of the platform or take advantage of a 14-day free trial first before diving in this marketing analytics software.

Tapclicks Integrations

Tapclicks claims to have over 1,400 channel integrations.

11. Adverity

Adveiry is an integrated data platform for automating data transformation, governance, and utilization.
Adverity is slow at processing data and may lag in the process.

What is Adverity?

Adverity is an automated data integration and visualization platform created for data-driven decision-makers. The platform's functionality includes automated data aggregation, a data transformation engine, customizable reports, pre-build dashboards, and more.

Current customers note the tool has a substantial learning curve. Transformation scripts and other advanced features require Python and product knowledge. Data connection and bug identification and resolvement also requires a lot of manual work. Considering the product's technical complexity, Adverity lacks detailed documentation. Your in-house team will have to grasp all the information during the one-month onboarding training and compensate for the small degree of task automation. 

Who should use Adverity?

Adverity was designed for marketing teams and marketing agencies. Considering its technical complexity and provided functionality, the tool is more suitable for:

  • Small businesses and non-technical marketing teams with a small set of needs that can be satisfied with a basic plan (including the number and type of data sources, data transformations, etc.).
  • Marketing teams with in-house IT and analytics resources and/or Python knowledge. Customers note that the tool isn't automated to the degree where you don't have to make manual scripting, debugging or data quality checks. 


  • Full control over your data
  • Fast integration of data sources
  • Scalable and flexible


  • For those who aren’t experienced with using data, there can be a steep learning curve
  • Could use some improvements the UX-flow
  • Need a good understanding of data to get the most out of the platform
  • Management of UI dashboards could be a bit more customizable

Adverity Pricing

Adverity doesn’t feature any pricing information on their website. To get pricing details and to request a demo, you will have to contact the company.

Adverity Integrations

Adverity provides over 600 pre-built data connectors to popular marketing platforms, social media networks, SEO tools, marketing automation solutions, and others. The platform also supports flat-file ingestion, SFTP, and other data extraction options. 

With such a high number of connectors, Adverity offers a relatively low data granularity, meaning the tool pulls a small number of metrics and dimensions from each data source. It may constrain you from digging deep into the channel, creative, or ad group performance.

In turn, Improvado pulls over 33,000 metrics and dimensions from the data sources, allowing companies to go beyond shallow processing. Browse through the Improvado Data Dictionary or schedule a call with a company representative to explore how the solution can help your team zoom into the performance of a particular audience, cohort, or creative and make solid business decisions based on data.

12. ChannelMix (Former Alight Analytics)

ChannelMix is a suite of marketing analytics products for brands and agencies.
Alight Analytics is a robust solution, but it takes time to get fully set up and running.

What is ChannelMix (former Alight Analytics)?

ChannelMix, previously known as Alight Analytics, is a suite of analytics products that includes marketing tracking, data aggregation and transformation, dashboarding solution, and ChannelMix AI. ChannelMix AI is a modeling engine that provides recommendations on marketing spend and budget requirements.

Who should use ChannelMix?

ChannelMix is a no-code solution that appeals to marketing teams without IT resources or technical expertise. Data aggregation and other data tasks are relatively easy to complete, and the ChannelMix support team is very responsive. However, the customers note that sometimes data workflow heavily relies on the support team, slowing down the process. 

Overall, customer onboarding, setting up data normalization, and product configurations can take a while. 


  • Neatly sorts data


  • Options can be overwhelming
  • Difficult to find reviews from existing customers

ChannelMix Pricing

ChannelMix offers three pricing plans:

  • Media Optimization Suite, starting at $2,500/mo
  • Marketing Demand Suite, starting at $4,000/mo
  • And Marketing to Sales Suite, starting at $6,000/mo.

13. SEMRush

Semrush is an analytics tool for SEO, content marketing, competitor research, PPC, and social media marketing.
Semrush is the leading online visibility management solution.

What is SEMRush?

SEMRush is a marketing analytics software that helps marketers increase their online visibility, find new marketing opportunities, and conduct competitors research.

Who should use SEMRush?

SEMRush is a great tool for marketing analysts that deal with content marketing, social media marketing, paid media, and other marketing strategies and channels.

With SEMRush marketers can analyze competitors’ performance and find the best opportunities before their rivals. Besides, it’s a useful tool for link building due to its instruments for backlink analysis and guest blogging research tool.


  • Clear and straightforward interface
  • The writing assistant helps to assess and improve the quality of a content piece
  • The backlink audit is a powerful tool for finding broken links
  • SEMRush provides detailed information about the competitors’ marketing performance
  • The keyword research tools shows precise search volume and suggest useful keywords ideas


  • Paid search reporting is sometimes inaccurate
  • The content topic recommendation tool may propose unrelated keywords and FAQs
  • The tool for social media posting sometimes fails to connect with social media accounts

SEMRush Pricing

The most affordable SEMRush pricing plan starts at $119/month. This plan is most relevant to small businesses and beginners in marketing. The enterprise plan costs $449/month and includes all the features that might be useful for brands and large agencies that deal with multiple clients.

Semrush offers 3 pricing plans: Pro, Guru, and Business.

14. Chartio (Now part of Atlassian)

Chartio is a data visualization that is now a part of the Atlassian platform. 
Chartio is an easy data analysis tool that helps visualize data.

What is Chartio?

Chartio is a cloud-based business intelligence platform that helps manage day-to-day business operations and track marketing efforts. Chartio offers a rich library of charts, graphs, and other data visualization elements. The tool also has its SQL query builder called Visual SQL, which helps users run queries, control versions, and run advanced post-query transformations. The company states that both SQL pros and marketers with zero knowledge of SQL can use and benefit from Visual SQL.

In 2021, Chartio was integrated into the Atlassian product.

Who should use Chartio?

The software provides business owners, product teams, data analysts, and marketers with helpful organizational tools. Chartio offers a central dashboard and functions for data exploration with the ability to present data from multiple sources in various charts. 

However, the main fault with Chartio is that some users may face a steep learning curve, particularly if they are new to business intelligence or don’t have any knowledge of SQL.


  • Can handle complex queries
  • Ability to write SQL
  • Displays data in colorful, simple charts


  • The user interface can be difficult to learn.
  • It’s known for being expensive.
  • Some charts may require knowledge of SQL
  • Types of charts are limited

Chartio Pricing

Chartio does custom pricing. You can contact the company for a quote.

15. SocialBakers

SocialBakers helps connect with customers across the whole buying journey.
SocialBakers has an average 4.2 out of 5 rating on G2.

What is SocialBakers?

SocialBakers is an AI-powered social media marketing analytics software. The tool centralizes data on all your social media efforts and helps boost brand presence and audience engagement. SocialBakers provides marketers with recommendations on influencer marketing, helps compare profiles and analyze the performance of your campaigns, and more.

Who should use SocialBakers?

SocialBakers is ideal for marketers and agencies managing multiple social media accounts.

This marketing analytics platform is designed to be user-friendly and save time, allowing you to easily manage and monitor various social media accounts using a single tool. Users can manage and track all of the major social platforms, including Twitter, Facebook, YouTube, Instagram, Pinterest, Google+, and LinkedIn.


  • Intuitive platform
  • Dashboards are easily configurable
  • Manage numerous social media accounts in one platform


  • You need to spend more money if you need more insightful data 
  • Doesn’t provide data in real-time
  • Limit for time range
  • Everything has extra cost.

SocialBakers Pricing

The base plan (Professional Plan) for SocialBakers starts at $20 per social profile.

16. Grow

Grow is a no-code business intelligence software.
Grow is a great solution, but it doesn't have all of the BI qualities.

What is Grow?

Grow is a business intelligence platform that lets you aggregate data from numerous sources in real-time for analysis.

Who should use Grow?

Grow allows businesses to easily access and analyze their data in real-time from numerous sources, including SaaS applications, databases, and spreadsheets. Users can also create customized dashboards and reports supposedly without the need of a developer. The platform features pre-built reports that can be implemented with a single click.


  •  Real-time data
  • Claims to have 150+ integrations


  • Data isn’t very granular
  • Not meant specifically for marketers
  • Often runs slow and experiences glitches
  • Can be a bit of a learning curve if you don’t know SQL
  • Some issues with graphs not appearing correctly

Grow Pricing

Grow does custom pricing for its platform. You can contact the company for a quote.

Grow Integrations

  • Grow boasts 150+ integrations.

17. Rebrandly

Rebrandly is a link management platform and custom URL shortener.
Rebrandly has an average 4.6 rating on G2.

What is Rebrandly?

Rebrandly is a custom URL shortening tool for marketers to brand and track every link that is created and shared online.

Who should use Rebrandly?

Rebrandly is a must-have tool for anyone working in marketing or social media. By using branded links you enhance brand visibility and increase trust by putting your brand name on every link that is shared. This tool also provides a detailed analytics feature, meaning you are able to track your links and see what kind of content your audience prefers on any channel.


  • It is very easy to use and create new, rebranded links for any URL. It’s one tool with many features -  like QR codes, Link retargeting, Link Analytics, UTM builder to name a few.
  • The option to create custom-branded URL links along with the power of remarketing in one tool.
  • The number of integrations and apps makes Rebrandly really stand out. 
  • Powerful API.


  • Not enough use cases to give marketers more ideas on creative and effective ways to use the service.
  • No retargeting feature on the free plan. 
  • The mobile app should be improved.

Rebrandly’s Pricing

Rebrandly offers a free plan, paid plans and custom plans for enterprise businesses.

Rebrandly offers individual and business pricing plans, starting at $448/month.


If you are looking for a marketing analytics tool to help with the aggregation of your data into a single destination, you will probably want to check over this list of platforms in detail.

Want to try improvado.io? Click here to Request a Demo.

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Frequently Asked Questions

What are marketing analytics tools?

Marketing analytics tools are software solutions that help marketing specialists get a full overview of their marketing performance. With analytics tools they can track the results across all campaigns, monitor the number of leads generated by each channel, calculate metrics, and more.

What are the types of marketing analytics tools?

The types of marketing analytics software depend on the metrics marketers want to follow. The most popular types are web analytics tools, social media marketing analytics tools, SEO analytics tools, lead attribution tools, and email marketing analytics tools.

What software do marketing analysts use?

Depending on the business objectives, marketers use different marketing analysis tools. However, the primary toolset usually remains the same. Here are the most common tools for marketing analytics: ETL system (for example, Improvado), data warehouse (Google BigQuery, Amazon S3, ClickHouse, etc.), business intelligence tools (Tableau, looker, Google Data Studio, etc.), and marketing data sources (Google Ads, Apple Search Ads, Facebook Ads, etc.).

What are the best marketing analytics software tools used by professionals?

There's no one-size-fits-all solution when it comes to marketing analytics platforms. Improvado is the best marketing analytics software for multi-brand enterprise companies with a goal to centralize marketing data and automate analytics and reporting. Supermetrics is best suited for small-business brands looking solely for a data aggregating and loading tool. Semrush is the go-to SEO and PPC analytic tool.

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