27 Best Marketing Analytics Tools for Agencies

When running a marketing agency, analytics are a key way (if not the only way) to show your value. And displaying your data using the latest marketing analytics tools is essential to strong communication with clients.

Today, we’re going to cover 26 of the best marketing analytics tools that you’ll wish you would have checked out yesterday to streamline your marketing team's workflows and eliminate all the manual tasks that can and should be automated. 

So, if your client list is growing and you’re looking to save time and effort currently spent on compiling and reporting on their data, let’s dig into the different tools you should be trying out. 

Which Marketing Analytics Tools to Add to Your Stack

Marketing analytics tools and software are indispensable to a growing marketing agency – a truth you’re likely very familiar with. Without these resources, the manual tasks of viewing, organizing, collecting, and analyzing data can become arduous and time-consuming. 

Today, we’re breaking down our top picks to help marketing teams get a clearer picture of client data, understand the impact on your agency, analyze important marketing metrics across various platforms, and help you save precious time. From the best rank tracker tools to marketing analytics software your agency can't–or at least shouldn't–live without, here are five types of marketing analytics tools we’ll be discussing:

• PPC Analytics

• SEO Analytics

• Social Media Analytics

• Website Analytics

• Analytics Dashboards

Full disclosure, one of the we don't cover in this list is email marketing analytics tools. While most email marketing platforms come with built-in analytics, an integrated approach can enhance strategy. If the goal is to consolidate email metrics from leading providers like Mailchimp, Klaviyo, or Constant Contact with other marketing data, AgencyAnalytics offers a comprehensive solution. This ensures that email marketing campaigns are informed by a holistic view of performance across all marketing channels and platforms.

PPC Analytics

Using PPC tools helps agencies like yours monitor and effectively gauge the performance of paid ad campaigns. It’s important to view and analyze your PPC data both internally and in client reporting so that you can see what’s working and – if things aren’t going to plan – what’s not. Bringing everything together into a comprehensive PPC dashboard allows you to share your big wins and pivot your strategy as needed in the paid ad landscape. 

Keep in mind that important KPIs to track and monitor include: cost, clicks, impressions, click-through rate (CTR), conversion rates, and cost per conversion. And while the following two options aren’t marketing analytics tools per se, they still include a lot of relevant data that agencies like yours should use.

Google Ads (Formerly Google AdWords)

The heavy-hitter in the PPC landscape, Google Ads provides plenty of KPIs to inform your agency, both internally and when communicating with clients. 

Looking at the Google Ads homepage alone, you’ll see highlights: the number of Clicks, Impressions, Average CPC, and Cost for your agency’s campaigns.

Click into a single campaign, and you’ll see more – like CTRs for specific ad groups and a breakdown of your impressions on an actual map, plotting where the hottest locations are for your ads.

Click into a single ad group, and you’ll see much of the same as the homepage, but also the number of Conversions, Cost/conversion, and Conversion rate.

All the key metrics you need to properly optimize Google Ads campaigns are displayed within Google Ads, so you should be able to get a quick pulse check just by poking around, or viewing the data from an aggregated source. See a sample of our Google Ads report template.

Microsoft Advertising (Formerly BingAds)

Although not as popular as Google Ads, Microsoft Advertising (otherwise known by many as BingAds, even though the name change was announced 3 years ago) is another PPC platform option with relevant analytics built right in.

By using their Campaigns page or running performance reports, you can find the following:

• CTR

• Average ad position

• Average CPC

• Conversions

• Conversion rate

• Impressions, impression share

That should give you the basics of how your Microsoft PPC campaigns are performing. If you want to dig a little deeper, Microsofts also suggests monitoring the following for more customization:

• Quality score, historic quality score (keyword reporting)

• “Top vs. other” column (in account, campaign, ad group, ad, and keyword performance reports) to measure CPC/CTR between ads in the mainline, bottom, and/or sidebar ad positions

• Ad extension reports

• Share of voice reports

• Negative keyword conflicts reports

• Keyword suggestions feature (suggested first-page bids and estimated number of monthly searches)

As you can see, there are plenty of options for finding data to analyze in Microsoft Ads, despite it not being a formal analytics tool.

SEO Analytics Tools

SEO analytics tools are essential to making sure your clients’ websites are optimized for search engines. There are so many metrics to track here, and using specific tools to create an SEO dashboard can help you keep an eye on the most important digital marketing analytics regarding organic search performance. For example, SEO analytics to track and monitor for your agency and your clients include:

• Organic traffic

• Organic conversions (or Goals)

• Keyword rankings

• New backlinks/referring domains

• Authority metrics (like Domain Authority/Trust Factor)

• Local SEO visibility (like Google Maps Rankings, Google My Business Insights, Session location)

• Organic landing page metrics (like Organic sessions/Goal metrics for each landing page)

• Page speed (like Page load time, Time to first byte)

• Mobile traffic & rankings 

• Engagement metrics (like Bounce rate, Time on site, Pages per visit)

The interesting feedback we have received from several SEO agencies is that each tool has its own limitations, so it is not uncommon to find digital agencies using a combination of multiple tools to fill the SEO gaps and paint a complete picture of their client’s organic search campaigns. 

So, here are some of our favorite SEO analytics tools to make this task simpler and more efficient.

AgencyAnalytics Built-in Rankings Tool

AgencyAnalytics' built-in SEO rank tracker is a favorite among search-focussed digital marketing agencies. This includes keyword ranking reports for Google & Microsoft, along with daily updates and powerful filters in a mobile-friendly interface.

This way, you customize metrics, track SERP positions, and showcase SEO achievements to your agency’s clients. Automate your keyword reporting by creating templated rank reports and dashboards. Not to mention that all your reports and dashboards are fully white-labeled. 

The rank tracker tool complements our Backlink Monitor, and Google Search Console dashboard to paint a fuller picture of your clients’ SEO performance.

AgencyAnalytics works seamlessly with other SEO analytics tools, so you can combine all of the insights from various tools in one place to get a complete picture of the overall benefits of SEO campaigns and see past the limitations of a single tool. 

Ahrefs

A popular choice for marketers, Ahrefs offers a full suite of both paid and free SEO tools. 

In terms of paid features, view your data using the Dashboard (AKA their general overview), Site Explorer (to research competitors’ backlinks/keyword rankings), Keywords Explorer (to find keyword ideas), Site Audit (to scan your sites automatically), Rank Track (to monitor your ranking progress), and Content Explorer (to find content ideas). 

Free Ahrefs SEO Tools include standouts like their Webmaster Tools, Backlink/Broken Link/Website Authority Checkers, Keyword Generator, Youtube/Amazon/Bing Keyword Tools, SERP Checker, SEO Toolbar, WP Plugin, and Keyword Rank/Keyword Difficulty/Website Checkers.

Extra tools & features include a Content Gap tool, SEO Checker, and SEO software options. Their offerings are plentiful, to say the least. However, their interface is not always client-friendly, which is why AgencyAnalytics offers an Ahrefs integration to pull that data into white labeled reports with minimal effort. 

Majestic

Next on our list is Majestic, which really shines when it comes to backlink data (hint: AgencyAnalytics even offers a Majestic integration for this very purpose).

But they, too, offer an extensive suite of tools. Take time to explore their Site Explorer, Bulk Backlink Checker, URL Submitter, OpenApps integration, Keywords, Campaigns, and Verified Domain tools – all of which are offered on their Lite plan.

Upgrade to Pro, and you’ll have access to Flow Metric History, a Business Profile, Domain Comparison tool, Custom Reports, Neighborhood Checker, Search Explorer, Rank Tracker, and even experimental offerings like Solo Links and Mutual Links.

Lastly, they offer The Majestic API to help agencies like yours build bespoke apps.

Moz

Another favorite is Moz – which, like Ahrefs – offers a healthy dose of both paid and free options. In terms of paid tools, they offer the popular Moz Pro – which includes offerings like their Keyword Explorer, Rankings, Site Crawl, Page Optimization Scores, Link Explorer, along with Custom Reports. Set up Moz Pro Campaigns to flow through each option seamlessly.

You can check out their Moz Local plan for businesses with a physical location, or their STAT plan for high-capacity keyword tracking. 

Then there are the free options, like Link Explorer, Keyword Explorer, Competitive Research, Domain Analysis, MozBar, and beyond. An industry leader when it comes to key metrics like Page Authority and Domain Authority, they offer a competitive edge. Interestingly, Moz is not nearly as popular with the over 5,000 agencies on the AgencyAnalytics platform, with the leader in that space being next on our list. 

SEMrush

Then there’s SEMrush, another well-known SEO tool (which offers a suite with content marketing, competitor research, PPC, and social media marketing offerings) and the SEMrush integration is one of the most popular SEO tools among agencies on the AgencyAnalytics platform. 

When it comes to SEO, they offer groups of features like Keyword Research, On-page SEO, Local SEO, Rank Tracking, Link Building, and Competitor SEO Analysis. 

Each group breaks down into sub-features like Keyword Magic, Keyword Gap, On-Page SEO Checker (a personal favorite!), or Backlink Gap. 

Look around their various plans to see which features are offered where – and you might want to check out their “Agency Growth Kit” as a potential add-on, regardless of which plan you choose.

Social Media Analytics

When it comes to social media, there are countless platforms out there for your agency to use for your clients–each coming with its own analytics features. While these individual tools are valuable for any agency offering social media services, and each one comes with its own host of valuable metrics to focus on, the fragmented marketplace makes it difficult to create a comprehensive social media dashboard.

Digging around multiple platforms to pull the most important social media KPIs into a comprehensive report is not only time-consuming but pulls focus from the campaign optimization work that drives real results.

Here are some of the top social platforms used by marketing agencies.

Meta

With Facebook (Or Meta), there are a few different sources to find valuable data. Meta Business Suite, Ads Manager, and Events Manager all offer free analytics tools. 

In Meta Business Suite, take advantage of the in-app Analytics for Facebook and Instagram. Toggle to “Insights” to see your metrics, including Goals, Results, Content, and Audience stats.

In Ads Manager, see an overview of your paid ad campaigns’ performance. 

And in Events Manager, find web event data after adding a Meta Pixel code to your website or setting up the Conversions API. While there, you’ll find:

• An overview

• A list of data sources

• Stats on custom conversions

• Integrations with partners

All three Meta options offer plenty of social media analytics for you to sort through. Sometimes too many, especially for your busier clients. And the interface can be confusing, even for the most seasoned marketers. By using the Facebook Integration or Facebook Ads integration, your agency can pull that data into an easy-to-understand dashboard and reporting system in minutes. 

Google My Business

A major player in the local search game, Google My Business is a key social platform for businesses with a physical location (not that virtual businesses can’t create profiles).

Use their in-app analytics to gauge metrics like:

• Search queries

• Number of unique visitors to your profile

• Direction requests

• Calls

• Website clicks

• Messages

• Bookings

• Total interactions

• Food orders

• Product views

So, if you’re managing social media for local businesses, don’t forget to include Google Business Profile reporting when communicating with your clients.

LinkedIn

Another key professional social network is LinkedIn. Known for its networking capabilities, this is a social media platform you’re likely already using for your clients, especially for your B2B marketing strategies. In terms of organic reach, in the LinkedIn Page analytics, you’ll find metrics like:

• Updates (desktop)

• Content (mobile)

• Followers 

• Visitors

• Search Appearances

• Competitors

• Employee Advocacy

• Talent Brand

Keep an eye on these stats and info to make sure your organic LinkedIn efforts are on track. For paid placements, LinkedIn Ads reports will help your clients understand the ROI your agency is driving. 

Pinterest

The next social network on our list is Pinterest. Perhaps lesser used by businesses than, say, Facebook or Instagram, there are specific niches that align with this visual-first platform.

If you’re a business on Pinterest, there are specific analytics you’ll want to keep your eye on. Pinterest has these grouped into four categories:

• Overall presence (organic, paid, and earned engagement)

• Account insights (how users interact with the content they save from your accounts)

• Your best Pins (most popular Pins/ads)

• Audience insights (which topics your audiences are interested in)

Use these metrics to inform your paid and organic Pinterest strategy.

TikTok

Perhaps the hottest social media platform out there at the moment, TikTok is the place to be for businesses that enjoy a first-mover advantage. If you’re using TikTok for your clients, here are the important categories/metrics to keep on your radar:

• Overview

  • Follower growth

  • Video views

  • Profile views

  • Likes

  • Comments

  • Shares

• Content 

  • Total views

  • Total likes

  • Comments

  • Shares

  • Avg. watch time

  • Watched full video

  • Traffic source type

  • Audience territories

• Followers

  • Audience locations

  • Times of the day/week they’re most active on TikTok

  • Change in follower growth (compared to the previous period)

TikTok itself recommends that marketing agencies “lean lightly on analytics” and use them as a source of insights.

Twitter

Not nearly as new as TikTok, Twitter is probably a big part of your social media strategies in general. A mainstay in the social world, Twitter’s analytics are helpful to keep an eye on.

Within Twitter for organic reach, you’ll want to monitor:

• Tweet Activity (engagement)

• Followers (with Interests, Locations, and demographics)

• Twitter Cards (clicks driven, app installs, and Retweets)

These should act as a good starting point when course-correcting your Twitter strategy.

YouTube

Last but certainly not least in the social world is YouTube. Combining video marketing and social media marketing, YouTube is another mainstay. They’ve got plenty of in-app YouTube analytics for you to choose from when informing your future content strategy. Viewable in YouTube Studio, you’ll find the following categories:

• Overview - Typical performance, Top videos, Realtime, etc.

• Reach - Traffic source types, Impressions, YouTube search, etc.

• Engagement - Top videos, Top posts, etc.

• Audience - Watch time from subscribers, Age and gender, Top geographies, etc.

• Revenue - Monthly estimated revenue, Transaction revenue, Ad types, etc.

• Research - Searches across YouTube, Your viewer’s searches  

So, take time to dive deep into your clients’ YouTube dashboard and you’ll stand to learn quite a bit.

There are also several popular social media aggregator tools that give agencies both the analytics and the publishing tools to streamline their social media efforts. 

Hootsuite

The best friend of any social media manager, Hootsuite is an industry leader in the space. You’re probably most familiar with its publishing and engagement tools, but it offers an “Analyze” feature for getting an overview of your clients’ entire social media presence and corresponding metrics.

From within Hootsuite, you can set benchmarks to monitor your clients’ social performance over time. They also offer their own customizable reporting options.

Buffer

Another social media aggregator option is Buffer. Their analytics are broken up into four categories:

• Boosted post insights

• Account analytics

• Stories & post analytics

• Audience demographics

They offer customized reporting with white-label options. 

Their analytics tools seek to answer three primary questions:

• What are the best times for me to post?

• What are the best types of posts for my audience?

• What is my ideal posting frequency?

Later

Later is a popular option with analytics features specific mainly to Instagram. Included with all Later paid plans, you can use their Instagram Analytics tool, which focuses on:

• Increasing your engagement rate

• Optimizing your times to post

• Analyzing your Instagram Stories in more detail

• Ultimately, attracting the right followers 

• Improving your overall Instagram strategy

• Driving traffic elsewhere from Instagram

Sprinklr

Sprinklr, on the other hand, is a unified CXM platform with plenty of marketing analytics to boot. They’re well-known for their signature platform, which offers social media features like campaign planning, workflow management, and a unified calendar. 

But their “Modern Marketing & Advertising” product is more focused on analytics, offering an omni-channel experience to get a better sense of your end-to-end marketing lifecycle – running on AI. 

It focuses on:

• Executing, tracking campaigns

• Analyzing performance, industry data

• Mitigating risk

• Content optimization

The Marketing Analytics feature within this product compiles data about your campaigns and analytics across more than 30 digital channels, in their dashboard which, again, runs on their specialized AI. 

Sprout Social

A direct Hootsuite competitor, Sprout Social is known for its social media offerings. They offer products for Engagement, Publishing/Scheduling, Analytics, Social Listening, and Employee Advocacy. Of note here are the analytics capabilities – including automated reporting.

They highlight several metrics to keep in mind for each platform…

• Facebook: FB page impressions, fan growth, organic content performance

• Twitter: Aggregate post stats, top-performing organic/paid Tweets

• Instagram: Follower growth, engagement, hashtags trends, conversions, paid content performance

• LinkedIn: Audience growth, demographics, engagements/impressions, paid vs. organic performance

• Pinterest: Website traffic, etc.

Website Analytics

Any business with a website (and that’s most businesses these days) can benefit from web analytics tools. As someone at a marketing agency, your job is to pick and choose from the different data points to keep a close eye on the metrics that matter most.  

Important website engagement metrics to keep in mind include your client’s Total Visitors, Bounce Rate, Average Time on Page, Average Session Duration, top Traffic Sources, and most common Exit Pages.

Google Analytics

When you think of a marketing analytics tool, the first one that came to your mind may very well have been GA – or Google Analytics. A free, foundational resource for any marketer, Google Analytics is where many other tools on this list pull parts of their data. 

In Google Analytics, you’re able to view just about any website metric – from Bounce Rate to Goal Completions to top Acquisition Channels – to see the full picture of your website’s performance. 

The issue here isn’t in the what (GA has just about everything you need to know), but in the how – to make sense of it all. Customization, like with personalized dashboards and custom reports, can help a great deal.

The pure volume of data that is available is one of the reasons why the Google Analytics dashboard is one of the most popular among our agency partners. With it, agencies create clean, streamlined Google Analytics reports that help tell the story behind their marketing efforts.

Adobe Analytics

Adobe Analytics (previously known as Omniture) is the self-proclaimed "Web analytics on steroids." Key features include multi-channel data collection and attribution, cross-device tracking, rule-based attribution, custom tracking to detail a customer journey, and many more features. In general, Adobe Analytics is a much more powerful web analytics tool than your out-of-the-box Google Analytics implementation, but that means it is also much, much more complex to set up and manage.

Adobe Analytics has acquired several other data intelligence platforms in recent years, including Marketo & Bizbile, allowing agencies to add more and more capabilities to their Adobe Experience Cloud.

However, it is not free. In fact, you can typically expect to start somewhere in the $2,500/month range for the basic functionality and it can get up to $8,000 - $10,000/month to get most of the bells and whistles - if you aren't looking to add the really advanced functionality.

Because of the price tag, Adobe Analytics is far more suited for larger agencies, particularly those with enterprise clients.

Plerdy Website Heatmap Tools

Want to gather actionable insights to help take a client website to the next level? Then you need to check out the Plerdy website heatmap tools. With these powerful marketing analytics tools, you can track and analyze user behavior to see what's working and what isn't.

That way, you can make the necessary changes to improve your client's website and make it even more user-friendly. Plus, Plerdy offers a free trial mode so you can try out their features risk-free.

Google Data Studio

Another free data analysis tool from Google, Data Studio (now called Looker Studio) offers a more elegant way to view your metrics – especially from sources like Google Analytics (although they integrate with hundreds of “Connectors”). Simply select from one of their premade templates from the Report Gallery and watch your data become more easily analyzable. 

However, most of the agencies we’ve talked to remark that Google Data Studio is not very intuitive, so creating reports and dashboards can turn into a “Hell Week” of data and analysis.

Google Lighthouse

Another free Google tool, perhaps not as well-known, is Lighthouse but popular among mid-sized marketing agencies. Lighthouse is open-source and helps improve the quality of your web pages. It’ll help audit for:

• SEO

• Performance

• Accessibility 

• Progress web apps

• And beyond

Run Lighthouse in Chrome DevTools, from the command line, or as a Node module. After providing a URL for auditing, watch to see how the report indicates your clients’ web page performance. From there, you can identify potential areas of improvement.With a streamlined integration directly into AgencyAnalytics, agencies quickly see issues related to performance, SEO, best practices, and accessibility using the Google Lighthouse dashboard to make sure the client’s website is performing at its best. 

Google Search Console

The definitive Google Search reporting tool, Search Console is, again, where many other analytics tools will pull important data from. Not to mention that it’s free!

Toggle to Performance > Search Results for a handy overview of how your clients have been performing in search results. Here, you’ll find a dashboard with metrics like Total clicks, Total impressions, Average CTR, and Average Position.

Also find below your top queries, pages, countries, devices, search appearances, and dates.

And in Search Console (the upgraded version of Google Webmaster Tools), you’ll find other key features for indexing, experience, and enhancements. All around, a Google Search Console Dashboard is an essential part of any marketer’s toolkit.

Analytics Dashboards

As you can see, there is a practically endless list of sources for marketing analytics, from PPC platforms to social media networks, digital marketing reporting tools, SEO tools, and more. The trick for most agencies is bringing it all together into a cohesive report or dashboard without spending hours copying and pasting data, screenshots, and charts from multiple platforms. 

And that’s where all-in-one analytics dashboards come into play. 

Read More: 15 Marketing Dashboards To Help Your Marketing Agency Scale

If your agency is handling multiple marketing campaigns and digital platforms for your clients, you need something to bring all of that data together in one tidy, and actionable, package.

HubSpot Marketing Analytics & Dashboard Software

A common name you’ll hear around the digital marketing space is HubSpot. In particular, their Marketing Analytics & Dashboard Software is relevant here.

Use it to tie marketing interactions to closed revenue, analyze your site’s performance, find reports on your various marketing channels, and monitor/juggle inbound marketing strategies (think: blogging, landing pages, email marketing, marketing automation, lead management, analytics in general, partitioning, social media, SEO, CTAs, ads, and more) One of the benefits of HubSpot is that it uses first-party cookies to gather intelligence that can help empower an agency’s marketing efforts. 

When it comes to reporting and analysis, much like AgencyAnalytics, HubSpot’s Analytics & Dashboard Software integrates with other programs to consolidate and streamline data into reports and dashboards. However, HubSpot is built around the total number of marketing contacts, and most often starts out at approximately $1600 per month – making it relevant for larger businesses, but quite inefficient for marketing agencies.

AgencyAnalytics Automated Client Reporting Platform

With AgencyAnalytics, automate all your client reporting in minutes by aggregating data from over 80 marketing integrations in minutes instead of hours.

All of the data from the other tools, including website and eCommerce analytics, SEO ranking, PPC performance, engagement across social media channels, and even HubSpot, are combined into one customizable dashboard.

This tool, which was built for marketing agencies, takes all of the time and effort it used to take each month to gather, compile, visualize data, and report on your agency’s results and reduces it to minutes, giving your agency more time to develop strategies to retain and acquire more clients. 

From Instagram metrics to Google ads data to the results of the latest SEO health checkup, and everything in between, you don't have to spend hours copying and pasting data from multiple sources when it's all just a few clicks away.

PS: Curious about using those marketing dashboards to (ethically) upsell your agency clients? Check out our deep dive.

Summary 

As you can see, when it comes to analytics, there’s no shortage of data for you to chew on. We covered analytics tools across dashboards, PPC, SEO, social media, and websites. At the end of the day, you want to use this information both internally and in your client reports – seeing what’s working, and what isn’t – to inform your marketing strategies. PS: Looking for more tools to scale your marketing agency? Check out our comprehensive list.

Capture All of Your Marketing Data in One Place

And if you’re looking for a single solution to organize all of your marketing data in one place, the seamless answer is AgencyAnalytics. Combine your favorite marketing analytics tools into one marketing analytics platform, so that you can share your findings and wins with clients – easily.