Best Web Analytics Software of 2021

Start your search here for website builder software with the best web analytics tools. Our software reviews are written by experts who have spent 357 hours researching and analyzing every little detail about the top web analytics tools on the market. Compare web analytic tools, facts and figures to find the right fit for your business.


Webflow Review

by Webflow, Inc.
based on333 reviews

Shopify Review

by Shopify Inc.
based on10,674 reviews

Wix Review

by, Inc
based on16,521 reviews

BigCommerce Review

by BigCommerce Pty. Ltd.
based on1 review

Squarespace Review

by Squarespace, Inc.
based on1 review

What Are Web Analytics?

Web analytics measure and analyze the performance of a website by collecting vital information about site visitors. Some metrics include the number of visitors, their locations, the duration spent on the website, which pages they visit, and how many pages they visit. By aggregating these data sets, website owners can gain valuable insights on site performance and achieve a better understanding of how to optimize their websites.

While not many website builders offer in-built web analytics, most allow a Google Analytics Tracking ID to be added to the site. Other third-party integrations such as Hotjar can also be used. 

How Do Web Analytics Work?

Most web analytics tools function by storing a cookie on a user’s browser which tracks user behavior across a website. All cookies have a unique identifier that accurately monitors individual usage patterns. A web analytics tool can distinguish between users, remember the number of previous visits, and determine the start and end of a session. 

It is essential for website owners to pick a web analytics tool using first-party cookies, as third-party cookies can be deleted from browsers or blocked by ad blockers and anti-spyware applications. 

What Do Web Analytics Measure?

In addition to the standard metrics, web analytics tools can measure the following:

  • Conversion rate: The conversion rate measures the percentage of users who have successfully completed a desired action.

  • Micro conversion: Micro conversion refers to the small steps a user has taken to show initial interest in a product or brand. Examples include viewing a category page or adding a product to the shopping cart without completing the order.

  • Click-Through Rate: The click-through rate measures the number of clicks on a specific link, an ad, or a call to action button. 

  • Bounce Rate: The bounce rate of a site calculates the number of visitors who leave a website quickly without taking action or interacting with the website.

  • Sales: Some sales-centric web analytics tools can also measure sales statistics such as revenue, total orders, and taxes.