Best Marketing Analytics Tools for Your eCommerce Business

April 2, 2015 | Admin

Last updated on April 24th, 2020

As an ecommerce store owner, you are tasked juggling dozens of mission-critical activities every day. From managing inventory to optimizing your webstore and creating custom content to drive traffic, it is an understatement to say you are busy.  With all of these activities, it is sometimes difficult to gauge what is most effective and where you should be spending your time and resources. This is where analytics steps in as a pivotal piece of your ecommerce strategy.

Companies that put data at the center of the marketing and sales decisions improve their marketing return on investment (MROI) by 15 – 20%. This adds up to $150 – $200 billion of additional value.

You know analytics are important, but there are hundreds of marketing analytics tools out there so picking the best ones for your business can be overwhelming. So to save you some time – we’ve broken down some of our favorite tools and the reasons why!


Moz is a great tool for analyzing your SEO in the early stages. Moz helps you increase and improve website traffic, keyword rankings, and overall visibility.

Features we Love

  • When building out your SEO, Moz’s Rank Tracker feature will provide immediate rank reports for any keyword.
  • The Keyword Difficulty feature determines how difficult it is to rank for a particular search. This features also provides a list of competitors based on keywords or phrases.
  • Another unique Moz feature that we love is the site audit that returns a list of bad links and broken pages.

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Kissmetrics is a platform that helps you determine what marketing efforts are working, and what’s not.

Features we Love

One of our favorite features that Kissmetrics offers is the ability to see the customer’s entire journey. Kissmetrics tracks the browsing behavior of everyone, even when they browse on multiple devices. You can see how long it took an individual to visit your site or make a purchase, and what steps they took to get there. On the other hand, you can also see where the people who don’t visit your site or make a purchase get stuck.

Analyzing this type of data allows your business to better streamline your marketing strategies.

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Mixpanel focuses on behavior, rather than just analyzing the number of page views your website gets.

Features we Love

Mixpanel determines complex scenarios, like if visitors share more videos on social media when viewing your site from their mobile devices.

Mixpanel also offers a feature called Funnels that helps marketers determine where they are losing customers. Like Kissmetrics, Mixpanel shows a visual of the customer’s journey and where they fall off. This helps your company to tweak your marketing strategy where needed.

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Fullstory takes analytics above and beyond by doing away with charts and graphs and showcasing customer behavior in video form. Think of it as a “DVR for your website”. Simply press play to view each individual customer’s behavior on your site.

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A distinct feature that Clicktail offers is Data-Rich Heatmaps. Clicktale’s Data-Rich Heatmaps hone in on website clicks, scrolls and overall customer focus. See what areas customers scroll past or spend time on to best enhance your website.

Features we Love

Heatmaps show this data is a colorful fashion, making them very easy to read and analyze. The suite contains 4 different types of reports:

  • Mouse Move Heatmap- these maps show what visitors are focusing on the most based on the movement of their mouse.
  • Click Heatmap- these maps show everything each visitor clicks, and it goes beyond just links!
  • Attention Heatmap- these maps analyze where your visitors spend the most and least time on your site.
  • Scroll-Reach Heatmap- these maps allow you to see how far down your webpage a visitor will scroll before abandoning your page.

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We can’t talk about marketing analytics platforms without tooting our own horn. In case you didn’t know, Kevy offers an analytics and reporting feature within our ecommerce marketing platform.

Features we Love

Kevy uses Javascript to capture visitor, order and shopping cart data. This data is then populated within the Kevy dashboard and various reports can be viewed. Our lifecycle analytics reports can be viewed based on different timelines, specific customers, or as a general overview.

Aside from analytics, Kevy also combines other marketing features to get to know your customers and increase revenue. These features include cart abandonment programs, emails, pop-up offers, triggers, and list segmentation. Kevy works as a great supplemental tool to other marketing and ecommerce platforms.

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Businesses are expected to increase their marketing analytics spending by 60% this year compared to 2014. While the number of marketing analytics tools is massive, mixing and matching different platforms can be beneficial based on their specific features. With all of the right data at your fingertips, your business will be able to easily streamline your marketing strategies.