12 Best Marketing Analytics Tools and Software for Campaigns in 2025

Marketing analytics tools are critical to savvy marketers' online marketing efforts, as they help them delve deeper into customer preferences to build and develop a data-driven strategy. However, selecting the options that will yield successful marketing outcomes can be challenging due to the numerous available choices. 

What are marketing analytics tools?

Marketing analytics tools are software solutions to track and forecast campaign performance. It helps marketing analytics and advertisers track various metrics, such as CPC, CPL, and ROAS, and deal with attribution modeling by aggregating marketing data from different channels.

Advertisers can use their time and resources more effectively, accomplish better results, and achieve the impact of every marketing campaign by utilizing proper marketing analytics software

Further, it can help marketers decide whether efforts are worthwhile in practical terms. But how can marketers measure marketing success or know:

• What works for them and what doesn't
• The strategy that works and what makes it work 
• And if a methodology fails, why does it fail?

Marketers use marketing analytics tools to measure the success of their marketing campaigns. The software platforms use key metrics like website traffic, customer touch points, event data, and the like to let digital marketers know their marketing performance.

Why use marketing analytics tools?

Marketing analytics tools collect data from diverse marketing channels into one place to identify what's working by employing A/B testing, an essential component of marketing analytics.

Marketers can thus examine contrasting marketing strategies in real-time and approach their customers most appealingly to reduce wasted marketing effort, share learning and channel more funds to such initiatives.

What are the types of marketing analytics?

Raw statistics cannot help improve marketing strategy, but their conversion into valuable insights can. And that's what marketing analytics does. Although the purpose of all analytical tools is the same, let's broadly group them as follows:

Web analytics

Web analytics is an excellent tool to measure the performance of marketing campaigns through the efficient collection, processing, and analysis of website data. The analytical tool is indispensable in identifying discrepancies in online services and offering improvement solutions for better customer profile generation.

Social media marketing analytics

Social media marketing analytics helps to understand customer grievances, shifting demands, and actual needs through the detailed analysis of their social media posts, tweets, and product reviews. 

Lead generation analytics

A combination of marketing strategies works to spark customer interest or generate leads for a product or service. The volume of sales can rise or fall depending on effective lead generation.

SEO analytics

SEO Analytics helps identify critical areas to optimize the website for search engines. It often means collecting and analyzing organic performance data for a website.

Email marketing analytics

Customers who opt to receive emails indicate they want to know more about the product or service. Emails are the most cost-effective and fast means of passing information to the customer.

Best marketing analytics tools & software to consider in 2025

Marketers need a comprehensive set of analytical tools to achieve their goals. Several marketing analytical tools suit the needs of startups with limited funds and established brands that can spend more.

In this post, we have 12 marketing analytics tools to help in the effortless integration of data to improve sales, retain customers and increase profitability.

1. Google Analytics

If you're looking for a traffic attribution tool that works well with Google Adwords to help you rank on search engines by optimizing your SEO score, Google Analytics can help you with that.

Here is how it interacts:

• Google Analytics aims to analyze how well a company's application or website supports conversions.
• Google Analytics 4 vs. 360: GA4 is free and great for small businesses, while GA360 offers more advanced features and support for enterprises needing deeper data insights.
• It enhances the eCommerce monitoring feature, helping to comprehend consumer behavior throughout their purchase journey.
• The feature allows tracking transactions and the revenue earned on the website and app.

2. Mixpanel

Mixpanel draws product analysis depending on customer engagement with an internet-linked product. Marketers use interactive reports to visualize or explore data through minimal keystrokes.

Its interaction is as follows:

• The entire team has access to the user data in real-time, making it easy to recognize customer trends and behavior to make a prompt decision on the product.
• Mixpanel is an excellent tool for startups as it offers a free starter plan.
• The payment period begins after they scale beyond 1000 monthly users.

3. Appsflyer

Appsflyer is a powerful mobile attribution and marketing analytics platform designed to help app-based businesses track, measure, and optimize their campaigns in real time. It’s especially valuable for e-commerce brands, entertainment companies, and any business that relies heavily on mobile app growth.

How app marketers benefit from this tool:

• Accurate attribution tracking helps businesses understand which channels drive the highest-quality installs and customer actions to ensure smarter ad spend.
• In-depth analytics dashboards give marketers visibility into installs, lifetime loyal users, and lifetime revenue across campaigns.
• Fraud protection tools safeguard campaigns from invalid traffic and click fraud.

4. Semrush

Semrush helps marketers produce valuable, fresh, or modified existing content for their audience by exposing content gaps, conducting content audits, and better research and composition.

Here are its marketing interactive benefits:

• The marketing analytics tools assess a website's visibility and the effectiveness of its top keywords, comparing its performance to that of its competitors.
• It enables markets to check the organic rankings over 7, 30, 60, or 90 days to monitor and manage rankings.
• With SEM's excellent tools, marketers can improve their pay-per-click (PPC) campaigns.

5. HubSpot

HubSpot is a business tool that integrates with Single Source of Truth (SSOT), a cohesive framework, and an improved user interface to drive more traffic, enhance lead generation, and boost conversions, ultimately attracting prospective customers and retaining existing ones.

Here is how HubSpot can enhance marketing efforts:

• HubSpot is a free, forever product that offers complete functionality, allowing users to log in through a Gmail account and accumulate data in one place for easy accessibility.
• Businesses can connect with their customers through diverse social media networks to build better connections and increase engagement.

6. Mailchimp

Mailchimp is a web-based email analytics tool that helps business entities in email marketing and automation. It provides the exact picture of how successful a business's email marketing is.

Scroll down for the interactive market features of Mailchimp.

• Mailchimp provides front-end product promotion despite a lack of coding knowledge.
• The source code transfer process to integrate it with a custom builder becomes simple.

You can also explore alternatives to Mailchimp and give them a try.

7. Hootsuite

A business can analyze the success of its social media marketing campaigns through Hootsuite, a social media analytics platform.

Check the market integration of Hootsuite.

• Hootsuite enables businesses to select the data for extraction, utilize a ready template for quick export in the desired format, or automate post and email scheduling.
• Hootsuite's impact feature is a pricey but beneficial measure of organic and paid content success on various social media networks, viz., YouTube, Facebook, Pinterest, Instagram, LinkedIn and Twitter.

8. Buffer

Use Buffer, a social media analytics tool, to generate social media posts and schedule them to share on various social media networking sites. Bufferapp helps businesses monitor their posts' performance on various social media networks and generate reports for further analysis.

Here is how Buffer assists you in your social media marketing efforts:

• A business can individually analyze its social media marketing success for each site or combined.
• It is a publishing platform where you can schedule posts for publishing on many social media sites at your choice of times.

9. Supermetrics

A business collects data on the performance of its various marketing strategies, including organic traffic engagement, and utilizes data visualization, reporting, and analysis to plan and execute tasks for improvement. And if that's what you are looking for, Supermetrics can help you with that as follows:

It helps the team to know how successful the market strategies are in meeting goals by indicating:

• The situation they are presently in 
• Why are they in that situation
• What are the gaps to overcome and opportunities to better their performance

10. Whatagraph

Marketers must provide their clients with accurate SEO reports, and they need tools to collect data from multiple SEO sources and submit reports that are visually appealing and easy to understand. And that's where Whatagraph comes in handy.

Here is how this SEO analytical tool benefits marketers:

• Marketers can track all search engine Marketing KPIs in one place to show their clients the real-time progress of their SEO marketing efforts.
• Whastgraph allows the change of fonts, logos, designs, and colors to personalize SERP reports.

11. Adobe Analytics

Adobe Analytics is a progressive web analytics tool that uses diverse technologies such as advanced data analysis, machine learning, and AI. It works fast and can clean or organize enormous amounts of data in seconds.

Here is what it can do for you:

• Adobe Analytics is a leading technology that provides accurate customer insights at lightning speed.
• Adobe provides powerful segmentation resulting in comprehensible data.

12. Matomo

Matomo is a web analytics tool that generates reports on integrated website engagements depending on browsers, traffic sources, operating systems, and geo-location.

Listed below are its integrations:

• Business entities that want complete data privacy and ownership can opt for the Matmo paid service, a self-hosted analytics tool.
• It can track traffic from more than 800 different search engines

Summary

 Many businesses still look at online metrics in the same manner they did ten years ago. Reporting visitors and tracking page views is no longer sufficient, and customer pathing, traffic sources, content efficacy, and video engagement must all be measured. Meaningful insights come from combining web data with all existing multichannel data.