Best Marketing Analytics Tools: 18 Software Platforms for Marketers

Let’s dive in.

What Are Marketing Analytics Tools?

Marketing analytics tools help agencies collect, track, analyze, and report on data from digital campaigns. They’re built to turn raw numbers into real marketing performance insights–so you can prove your agency’s value, optimize campaign performance, and scale client results.

Instead of jumping between platforms or piecing together screenshots, these tools bring everything into one place. That includes SEM metrics from paid ads metrics from paid ads, organic search, email campaigns, social media, and web analytics. Some even use AI to surface trends or suggest optimizations.

They’re not just for performance tracking, either. Agencies use them to:

• Build custom dashboards for different clients

• Automate monthly reporting

• Spot issues before they snowball

• Identify growth opportunities

• Make better strategic decisions, faster

The right tool saves hours every week and creates more room for high-level work.

The Best Marketing Analytics Tools to Add to Your Stack

With so many moving parts across PPC, SEO, social, and content, marketing agencies need tools that simplify the chaos, not add to it. The right analytics tools pull your data together, surface what matters most, and help you show clients exactly how their marketing is performing. Use our agency tools guide to benchmark the essentials and eliminate bloat.

Whether you're fine-tuning ad spend, tracking organic growth, or building dashboards and reports that get read, these tools keep your agency sharp and your reporting on point.

Let’s take a look at our definitive list of the best marketing analytics tools:

1. AgencyAnalytics

AgencyAnalytics automates all your client reporting in minutes by aggregating data from over 85 marketing integrations in minutes instead of hours.

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

AgencyAnalytics was built for marketing agencies like yours. It reduces the hours and effort it takes each month to gather, compile, and visualize data to streamline marketing reporting. Its comprehensive data analysis capabilities with white labeled dashboards give your agency more space 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 marketing channels when it's all just a few clicks away.

Pricing

• Freelancer ($59) per month: 5 clients; $20/mo per extra client

• Agency ($179 per month): 10 clients;  $20/mo per extra client

• Agency Pro ($349) per month: 15 clients;  $20/mo per extra client

Key Features

• 85+ data integrations (Google, Facebook, Shopify, LinkedIn, etc.)

• White label dashboards, client portals, and custom branding and domains

• AI summary tools and automated report generation

• Custom metrics, alerts, goals, bulk actions (Pro and above)

• Rank tracking, data‑warehouse connectors, and dedicated onboarding

Pros

• Highly intuitive and quick to set up

• Substantial value for agency-focused reporting

• White labeling and client portals strengthen branding and transparency

• Fast, responsive 24/5 support

Cons

• Higher-tier pricing required for access to key features like AI, custom metrics, bulk operations

• Rank tracker and add‑ons are extra

2. Google Analytics

When you think of a marketing analytics tool, Google Analytics is likely the first one that comes to mind. A free, foundational resource for marketing data analysis, Google Analytics is where many other marketing analytics tools on this list pull parts of their data. 

Google Analytics lets you view just about any website metric, from Bounce Rate to Goal Completions to top Acquisition Channels, to see the complete picture of your website’s performance. It helps marketing teams analyze data for insights and track key metrics across multiple marketing channels to make data-driven decisions quickly.

Pricing

• Google Analytics 4: Free, includes up to 500K sessions per report, 14-month data retention, integration with BigQuery at no cost

• Google Analytics 360 (Enterprise tier): Starting at ~$50,000/year; supports >25M events/month with enhanced SLAs and support

Key Features

• Event-based tracking model: logs interactions as events (page views, scrolls, clicks, video marketing analytics) with up to 25 custom parameters per event

• Cross-platform data streams: scope website, iOS, Android in a single property

• BigQuery native export included in GA4; previously only available in GA360

• Built-in enhanced measurement (scrolls, file downloads, site search, etc.) and analysis tools like funnels and explorations

• AI predictive metrics (e.g., churn probability, purchase prediction); part of GA4’s machine-learning ecosystem

Pros

• Simple setup and ready-to-use dashboards, ideal for quick deployment

• Universal adoption: GA4 is installed on ~50% of top websites, ensuring familiarity and community support

• Strong integration across Google Marketing Platform, e.g., seamless audience sharing with Google Ads

Cons

• Steep learning curve, especially for users migrating from Universal Analytics

• Sampling issues and data retention capped at 14 months (or 2 months for some properties), leading to partial datasets and potential reporting gaps

• Interface changes and complexity, with frequent updates and usability challenges

3. Adobe Analytics

Adobe Analytics (previously known as Omniture) is the self-proclaimed "web analytics on steroids"–it’s 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.

This enterprise-grade digital analytics platform supports advanced marketing analytics and detailed and customizable reports. It’s specifically designed for data analysts, supports advanced analytical tasks, and offers comprehensive features for marketing data analysis and data-driven decisions.

(Credit: Adobe)

Pricing

• Custom enterprise pricing starts around $100,000 annually; exact cost varies based on data volume, modules, and SLAs

• Structured into tiers: Select, Prime, Ultimate, each with increasing features (e.g., AI-driven alerts, journey visualizations, Audience Segmentation)

• Add-ons available: Streaming Media, Customer Journey Analytics, Attribution AI, Data Repair API

Key Features

• Deep data collection across web, mobile, product, and content, with cross-channel and cross-device tracking via ECID

• Advanced segmentation, real-time anomaly detection, intelligent alerts, algorithmic attribution, cohort retention, flow visualizations

• AI/ML-powered capabilities: predictive insights, automated segmentation, and virtual analyst

• Integration with Adobe Experience Cloud (Target, Campaign, Audience Manager) and APIs for data exports and advanced data governance

Pros

• Enterprise-grade analytics with robust customization and deep journey insights

• Granular segmentation and ad-hoc reporting empower detailed and flexible analysis

• Drag-and-drop interface enables non-technical users to build complex visualizations

Cons

• Significant financial investment makes it unsuitable for smaller agencies

• Steep learning curve and complex setup–requires dedicated implementation teams and training

• Limited native integration outside Adobe–may require custom connectors for Google or other platforms

4. HubSpot Marketing Hub

HubSpot Marketing Hub goes beyond the typical customer relationship management platform offering to provide a complete inbound marketing platform with tools to manage content marketing, SEO, email campaigns, automation, lead management, and streamlined reporting. 

For agencies that run multichannel campaigns across client accounts, it offers valuable insights and a powerful way to track performance, tie activity to revenue, and automate tedious marketing activities and tasks.

It’s especially useful for agencies that want their analytics and automation in one place. Marketing attribution, sales funnel metrics, and conversion tracking are all built in. 

And with HubSpot’s custom reporting tools, you can dig into detailed data across email, paid ads, blog content, SEO, and more–connected to your client’s lifecycle stage.

Just be aware: HubSpot pricing increases quickly as a client list and contact database grows. And while the platform is user-friendly, some advanced features are gated behind its higher-tier plans.

(Credit: Hubspot)

Pricing

• Free: $0 for basic tools

• Starter: From $20/month

• Professional: From $890/month

• Enterprise: From $3,600/month

Key Features

• CRM, email marketing, automation, social media tools

• Landing page builder, blog, and SEO recommendations

• Advanced attribution and custom reporting (Pro+)

• AI tools for content and lead scoring

• 1,800+ app integrations (Salesforce, Google, etc.)

Pros

• Excellent all-in-one platform for inbound marketing

• Seamless CRM and reporting workflows

• Strong educational resources and onboarding

Cons

• High costs for advanced automation and analytics

• Some key features are gated behind expensive plans

• Rigid contracts and limited refund flexibility

5. Salesforce Marketing Cloud Intelligence

Formerly Datorama, Salesforce Marketing Cloud Intelligence helps agencies unify, visualize, and act on marketing data from all platforms–paid ads, social media, CRM, or email. 

With deep AI capabilities and custom dashboards, it’s one of the most powerful enterprise-grade marketing intelligence tools on the market.

(Credit: Salesforce)

Pricing

• Starter: $3,000/org/month for 10 users and 3 million data rows

• Growth: $10,000/org/month for 20 users, 20 million data rows

• Plus: $30,000/org/month for 80 users, 100 million data rows (quote-based)

Key Features

• Pre-built marketing data model with support for cross-channel integrations (ads, email, web, CRM)

• AI-driven dashboards, goal tracking, and attribution models

• Rich data ingestion, normalization, and classification at scale

• Agentforce for paid media optimization and RTB-ready BI

• Slack/email export, embeddable visuals, and automated reporting pipelines

Pros

• Robust data integration

• Powerful, customizable dashboards

• AI-enhanced insights

Cons

• High cost: Even the Starter tier places it out of reach for small or mid-size agencies

• Steep learning curve: Users report complexity and implementation time

• Data-row billing model: Costs can ramp up if data volume grows rapidly

6. Matomo

For agencies seeking a robust alternative to mainstream analytics tools like Google Analytics, Matomo offers a compelling option. 

Formerly known as Piwik, Matomo stands out for its focus on privacy and data ownership, providing full control over the data collected. This open-source platform offers detailed analytics without compromising user privacy, making it a top choice for businesses mindful of GDPR and other data protection regulations.

Matomo reporting provides comprehensive insights into key Matomo metrics such as Total Visitors, Bounce Rate, and Average Session Duration. It also excels in offering customizable reports and dashboards, allowing marketers to tailor their analytics to meet specific client needs. The flexibility of Matomo is further enhanced by its ability to integrate with various other tools and platforms, ensuring seamless data collection and analysis.

Additionally, Matomo's heatmap and session recording features allow for in-depth analysis of user behavior, providing actionable insights that can drive website improvements. 

The platform's ecommerce tracking capabilities offer detailed reports on sales, product performance, and customer journeys, which are invaluable for optimizing marketing strategies.

(Credit: Matomo)

Pricing

• Cloud (hosted): $19/month (billed annually) for basic usage

• On-Premise: Free core platform (you supply hosting/maintenance); premium modules like heatmaps, A/B Testing, funnels, and white labeling are extra

Key Features

• 100% data ownership and no sampling–ensuring full accuracy and compliance

• Detailed visitor tracking (heatmaps, session recordings, funnels, segmentations)

• Built-in tag manager, A/B testing, ecommerce and media analytics

• Customizable dashboards, custom reports, and multi-channel attribution

• Modular structure: add features like heatmaps, reports, white label branding as needed

Pros

• Strong privacy and security focus; ideal for GDPR and data-sensitive clients

• Open-source flexibility with cloud or self-hosted control

• Transparent, tiered pricing and modular add-ons–avoids expensive flat fees

Cons

• Set-up and hosting burden for on-premise users can require technical resources

• Essential modules–like heatmaps or recording–cost extra

• Limited native PPC ad integrations (e.g., Google Ads linking requires manual work)

7. 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 Plerdy’s 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 to try out their features risk-free.

(Credit: Plerdy)

Pricing

• Free: 2,000 pageviews/day, up to 100 session replays, 3 heatmaps/day, 1 active popup, 50 leads, 10 SEO audits/day, 1 month data retention

• Startup ($29/month): 10,000 pageviews/day, unlimited heatmaps, 1,000 session replays, 3 popups, 1,000 leads, 2,000 SEO audits/day, 3 months data retention

• Scale ($59/month): 25,000 pageviews/day, unlimited heatmaps, 2,000 session replays, 5 popups, 2,000 leads, 5,000 SEO audits/day, 6 months data retention

• Premium ($99/month): 50,000 pageviews/day, unlimited heatmaps, 4,000 session replays, 10 popups, unlimited leads, 10,000 SEO audits/day, 6 months data retention

Key Features

• Unlimited A/B testing and user session recordings

• Heatmaps with no sampling for click, scroll, move analysis

• SEO audit tools and daily alerts

• Pop-up and form builders for lead capture and engagement

• Integrations: Google Analytics, Search Console, Mailchimp, Shopify, and more

Pros

• Rich feature set even in the free tier: heatmaps, recordings, pop-ups, SEO audits

• Unlimited lead capture on basic plans is valuable for agencies

• Responsive customer support and helpful tutorials

Cons

• Advanced plans (Startup, Scale) can feel pricey for smaller agencies

• Some dashboard glitches and occasional slowdowns in session replay load

• UI bugs noted in mobile browsers; onboarding resources could be expanded

8. Google Search Console

The definitive Google Search reporting tool, Search Console is, again, where many other marketing campaign analysis 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 reporting tool is an essential part of any digital marketing analytics toolkit.

(Credit: Google)

Pricing

• Free—no subscription cost, usage limits only on API calls

Key Features

• Search performance reports: clicks, impressions, CTR, and average position

• Index Coverage and URL Inspection tools for crawl and indexing diagnostics

• Page Experience and Core Web Vitals insights

• Sitemaps, AMP, structured data, backlink monitoring, security issue alerts

• Google Search Console API available for free with usage limits

Pros

• Free and supported directly by Google–no hidden costs

• Deep technical insights into indexing and search visibility

• Works well with GA4 and other SEO tools for cohesive insights

Cons

• Limited real-time data–typically a 48–72 hour delay between events and reporting

• No built-in competitor analysis, benchmarking, or multi-site comparisons

• Not beginner-friendly–requires SEO knowledge to interpret technical insights

9. Looker Studio (Google Data Studio)

Another free data analysis tool and business intelligence platform from Google, 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. 

Looker Studio is designed to build detailed and customizable reports using basic data transformation features. It helps visualize marketing activities across data sources in one place and supports easy sharing of key metrics with clients.

(Credit: Google)

Pricing

• Free ($0/user): Full access to Looker Studio UI and up to 20 native Google connectors 

• Pro (~$9/user/month): Adds team workspaces, admin features, scheduled refreshes, mobile access, priority support

Note: The free plan includes data from Google products only. Paid third-party connectors (e.g., Facebook Ads, HubSpot) range from $20–$350+/month each.

Key Features

• Drag‑and‑drop dashboard editor with templates and flexible visuals

• Connect to 20+ free native Google sources and 600+ paid partners

• Blended data support for combining sources in a single view

• Real-time collaboration, sharing, embedding, and scheduled reports (Pro)

• Looker Studio API for asset and access management

Pros

• Zero cost for robust BI from Google ecosystem sources

• Extensive customization without code; intuitive interface

• Strong collaboration tools and share-friendly dashboards

Cons

• Connector limits: Free tier excludes non‑Google platforms, requiring paid add-ons

• Hidden scaling costs as connector fees accumulate

• Steep learning curve for effective data blending and dashboard design

10. Semrush

Semrush is 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. 

Semrush is particularly effective for agencies executing advanced search engine marketing tactics, such as keyword research, competitor tracking, and on-page optimization.

(Credit: Semrush)

Pricing

• Pro ($139.95/month): Ideal for freelancers and small teams

• Guru ($249.95/month): Includes content marketing and historical data

• Business ($499.95/month): Ideal for larger agencies; adds API access, PLA, white label, etc.

• Enterprise: Custom pricing for tailored usage and features

Key Features

• Massive database: 21B+ keywords and 43T+ backlinks

• Robust SEO tools: keyword research, site audits, rank tracking

• Content marketing tools: topic research, SEO writing assistant, content templates

• Paid search support: PPC keyword planner, ad analysis, product listing ads

• Competitive intelligence: Keyword and backlink gap tools, Traffic & Market insights

• Social media toolkit: scheduling, analytics, content generation

Pros

• Vast data sets and generous reporting limits

• All‑in‑one platform covering SEO, PPC, content, social, and competitive intel

• Powerful link‑building and competitive analysis tools

Cons

• High cost, especially with add-ons and higher tiers

• Only includes one user seat per account; extra users are pricey

• Can be overwhelming for beginners due to breadth and depth

11. Sprout Social

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.

The platform's listening tools analyze conversations and sentiment in real time, which helps agencies uncover valuable insights and drive strategy based on audience behavior.

(Credit: Sprout Social)

Pricing

• Standard ($199/seat/month): Includes up to 5 social profiles and core engagement features

• Professional ($299/seat/month): Adds unlimited profiles, message tagging, competitor reports, AI Assist, and optimal send times

• Advanced ($399/seat/month): Adds chatbots, sentiment analysis, team productivity reports, API, helpdesk integrations

• Enterprise (custom pricing): Includes white‑glove onboarding, SSO, dedicated support

Key Features

• Comprehensive publishing, engagement, and Smart Inbox across platforms

• Scheduling calendar with optimal send-time AI

• Robust analytics: Profile-level, tag-level, paid performance, and trend reports

Pros

• Clean, intuitive interface praised by users

• Handles unlimited social profiles (from Professional tier) with robust team workflows

• All-in-one platform eliminates the need for multiple social tools

Cons

• High cost–even basic tiers are expensive per seat; add‑ons can push pricing to $1K+/month

• Reporting complexity may overwhelm beginners

• Only one user seat per license; adding team members multiplies costs

12. Meta Business Suite

With Meta (Facebook/Instagram), there are several different sources for valuable data. Meta Business Suite, Ads Manager, and Events Manager all offer free analytics tools. 

In Meta Business Suite, you’ll use 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, you’ll see an overview of paid ad campaign performance, and in Events Manager, you'll find web event data after adding a Meta Pixel code to your client’s website or setting up the Conversions API.

All three Meta options offer plenty of social media analytics to sort through–sometimes too many, especially for your busier clients. The interface can be confusing, even for the most seasoned marketers. (Not to worry: Using AgencyAnalytics’ Facebook Integration or Facebook Ads integration, your agency can pull that data into an easy-to-understand dashboard and reporting system in minutes.)

(Credit: Meta)

Pricing

• Free: No subscription or usage fees; includes analytics, scheduling, ads, and inbox tools

Key Features

• Cross-channel publishing for Facebook, Instagram, Messenger, and WhatsApp

• Unified Inbox with automated reply capabilities and message labels

• Content calendar with scheduling (including Stories, Reels) and hashtag suggestions

• Insights dashboard for organic and paid content performance: reach, engagement, audience breakdown

• Lead capture features: Instant Forms, appointment bookings, product tagging

Pros

• Completely free and backed directly by Meta

• Covers publishing, engagement, ads, and insights–all in a single dashboard

• Ideal for managing multiple accounts with an intuitive inbox and scheduling tools

Cons

• Data delay of 48-72 hours limits real-time analytics

• No built-in benchmarking against competitors or multi-page comparisons

• Technical and SEO users may find the interface less granular than dedicated tools

13. Hotjar

Hotjar is a versatile behavior analytics platform that combines heatmaps, session recordings, surveys, and user interviews–all in one suite. It's handy for agencies aiming to understand user interactions and analyze and produce heatmaps that positively affect user engagement.

(Credit: Hotjar)

Pricing

Hotjar splits its tools into three categories–Observe, Ask, and Engage–and each has its own pricing tiers:

• Observe (heatmaps and session recordings):

  • Free for up to 35 sessions/day

  • $39/month for 100 sessions/day

  • $99/month for 500 sessions/day and advanced filters

  • $213/month for access to funnels, trends, and the API

• Ask (on-site surveys and feedback widgets):

  • Free for up to 3 feedback widgets/month

  • $59/month for unlimited widgets

  • $79/month for advanced targeting and sentiment tools

  • $159/month for webhooks, API access, and a dedicated customer success manager

• Engage (user interviews):

  • Free for 3 interviews/month using your own network

  • $39.20/month to recruit users through Hotjar’s participant pool

  • $440/month for up to 12 interviews, transcripts, and translation features

  • Custom pricing for enterprise plans with more interviews and premium support

Key Features

• Unlimited heatmaps and session recordings with advanced filters (from Plus up)

• Funnel and trend analysis available in Scale plan

• Surveys, polls, feedback widgets with targeting and sentiment scoring

• User interviews with automated recruitment, multi-moderator options, transcripts (Business+)

• Strong integrations (Google Analytics, Slack, HubSpot, Zapier)

Pros

• Highly intuitive and quick to deploy

• Unlimited heatmaps and recordings even at free tier

• Flexible mix-and-match modules to fit agency needs

Cons

• Costs scale quickly as session, response, and interview volumes increase

• Free and Plus tiers come with strict data/feature limits

• Some data retention and support are gated behind higher tiers

14. Mixpanel

Mixpanel is a powerful product analytics platform that tracks user behavior across web and mobile apps. It offers deep insights into funnels, retention, and user flows—perfect for agencies optimizing user journeys and app performance.

Focused on web and mobile applications, Mixpanel delivers detailed insights on user interactions and behaviors. Agencies use it to segment detailed user demographics and track user engagement improvements. It’s a great option to positively affect user engagement by optimizing funnels and flows.

(Credit: Mixpanel)

Pricing

• Free: Covers up to 20 million events/month; includes core reports (funnels, retention, insights), unlimited collaborators, and data history

• Growth (custom pricing): Adds unlimited saved reports and cohorts, data modeling, group analytics

• Enterprise (custom pricing): Supports 5 million+ events, more granular access controls, SSO, anomaly detection, and dedicated support

Key Features

• Real-time event tracking and live dashboards

• Funnel, retention, flow, and cohort analysis with statistical rigor

• Query-time data modeling and custom event/session tracking

• Unlimited collaborators and data history across plans

• Integrations with data warehouses, SDKs, and advanced compliance (GDPR, SOC2)

Pros

• Feature-rich free tier ideal for startups and early-stage tools

• Highly customizable analysis with templates and on-the-fly modeling

• Scales smoothly from free to enterprise levels

Cons

• Steep learning curve–setup and advanced features require engineering support

• Costs can escalate sharply based on event volume

• Full feature set gated behind Growth/Enterprise–free plan limited to basics

15. Funnel.io

Funnel.io helps agencies centralize and model marketing data by pulling from hundreds of sources and pushing clean data into your reporting tools or warehouse. It’s built specifically for marketers and agencies seeking reliable, automated data pipelines.

The tool offers strong data integration capabilities for consolidating sources into a single view and automates data preparation and transformation at scale, which is perfect for agencies working with complex data across dozens of marketing channels.

(Credit: Funnel.io)

Pricing

• Free: Includes four connectors, one destination, and 400 flexpoints (~usage budget) at no cost

• Starter (pricing on request): Entry plan with 121 connectors, basic reporting, and starts from 500 flexpoints

• Business (pricing on request): Adds 579+ connectors, custom integrations, advanced export options, advanced measurement modules; also starts from 500 flexpoints

• Enterprise (pricing on request): Tailored for large organizations with flexible connector use, enterprise governance, and dedicated support

Key Features

• 600+ native connectors to sources like Google Ads, Facebook, TikTok, GA4, Shopify

• Centralized Data Hub with auto schema updates and flexible data transformations

• Exports to destinations including Looker Studio, BigQuery, Excel, and BI platforms

• Advanced measurement module: includes marketing mix modeling and smart attribution via AI

• Historical data retention (~2 years) with full revisability and event reprocessing

Pros

• Highly customizable

• Support for hundreds of connectors makes it hard to run out of integrations

• Buffers schema/API updates transparently to prevent data breakage

Cons

• Flexpoint-based pricing can be unpredictable, and heavy usage is expensive

• No native customizable reporting or white label dashboards–you’ll need a BI tool to build client visuals

• Some features, like advanced analytics and custom connectors, require business/enterprise tiers

16. Tableau

Tableau is a business intelligence and data visualization platform that helps agencies turn complex marketing analytics data into interactive, visual dashboards. It’s excellent for sharing insights across clients and teams, whether through cloud or self-hosted deployments.

(Credit: Tableau)

Pricing

• Viewer ($15/user/month): Dashboard access, filtering, exporting–no editing

• Explorer ($42/user/month): Interact with, edit, and explore dashboards (no advanced prep)

• Creator ($75/user/month): Full data prep (Tableau Desktop & Prep) and dashboard creation

• Tableau+ (custom pricing): Adds AI tools like Tableau Pulse, advanced management, only for Tableau Cloud

• Server/Cloud Enterprise (custom pricing): Includes governance, data management, and multi-site support

Key Features

• Drag-and-drop analytics with powerful visualization options and mobile-friendly dashboards

• Connects to files, databases, cloud data warehouses, and web APIs

• Offers robust data prep and cleaning with Tableau Prep Builder (Creator tier)

• AI-powered insights with Tableau Pulse and Agents (Cloud/Creator tiers)

Pros

• Intuitive drag-and-drop interface with rich, shareable visuals

• Strong mobile support and real-time data refresh capabilities

• AI features (Pulse, Agent) available for enhanced analysis and automation

Cons

• Licensing can be pricey, especially Creator seats needed before Explorer or Viewer licenses

• Custom visualization and formatting options are limited compared to code‑based tools

• On-premise setup and governance require IT resources and infrastructure

17. Segment

Segment unites customer data from web, mobile, server, and third-party sources, sending clean, governed data to analytics, marketing, and data warehouse destinations. It’s tailor-made for agencies that need reliable pipelines and a unified client view, without wrangling custom code.

Segment excels at data integration capabilities and data mapping across tools. It’s great for performing automated data categorization and unifying client data. Data analysts often use Segment to build real-time customer profiles.

(Credit: Segment)

Pricing

• Free: Up to 1,000 tracked visitors/month, 2 data sources, 1 destination; access to 450+ integrations

• Team (from $120/month): For 10,000 visitors/month; + $10 per extra 1,000 visitors

• Business (custom pricing): Includes unlimited sources, data governance, identity resolution, and features like HIPAA support

Key Features

• 450+ built-in connectors for web, mobile, CRM, ads, and warehouses

• Real-time event collection, transformation, and schema enforcement via Protocols and Functions

• Profile unification (CDP) with identity resolution and audience building for campaigns

• Predictive AI and generative audience creation tools

Pros

• Flexible, marketer-friendly pipelines without developer overhead

• Massive integrations library and resilient schema handling

• Scalable–from basic tracking to enterprise-level CDP with identity management

Cons

• Flexpoint and MTU-based pricing can escalate quickly

• UI isn’t intuitive for non-technical users, and advanced features require training

• No native reporting or dashboarding–you’ll need a business intelligence tool like Tableau or Looker

18. Domo

Domo is a cloud-based BI and analytics platform built to scale. It is perfect for agencies juggling a mix of data sources, marketing platforms, and reporting needs. It brings all your data into one centralized, real-time view and makes it easy to build interactive dashboards, automate workflows, and share insights across teams or with clients.

Domo supports advanced data processing tasks and handles complex data from hundreds of sources. It’s ideal for agencies managing business data across multiple marketing channels, and includes built-in tools for data preparation, transformation, and visualization.

(Credit: Domo)

Pricing

• Free trial: Full platform access, unlimited users, one training session–30-day duration

• Paid (Standard / Enterprise / Business Critical): Pricing based on credit consumption User seats are unlimited–cost driven by data volume, refreshes, requests, and visualizations

Key Features

• 1,000+ native connectors to data sources like Excel, Shopify, cloud databases

• Interactive dashboards, embedded analytics, mobile-ready views

• Workflow automation: alerts, scheduled reports, APIs

• Built-in AI tools: Predictive analytics, custom AI agents, anomaly detection

• Enterprise governance: SSO, encryption, user roles, HIPAA compliance options

Pros

• Unlimited users included–only usage consumes credits, not seats

• Scalable platform ideal for high-volume data

• Strong flexibility: ETL, BI, workflows, and AI all in one platform

Cons

• Small teams face ROI challenges–the platform often costs upwards of $20K/year

• Some features (SQL transforms, federated data) can be slow

• Steep learning curve–the interface and credit model take time to understand

How To Choose the Right Marketing Analytics Software for Your Agency

There’s no universal “best” analytics tool. The right fit depends on your team’s size, your client base, and how you actually run campaigns and report results.

For Small Teams or Freelancers

If you’re a one-person show or part of a tight-knit team, time is your most valuable asset. You need something simple, fast, and intuitive. Bonus if it’s free or low-cost. 

Tools that offer prebuilt dashboards and out-of-the-box integrations are ideal. You’re not here to fiddle with setup; you just want to plug in and get results.

For Mid-Sized Agencies

You’ve got 10, 20, maybe even 30 clients on your plate. The stakes are higher, and client expectations are more complex. You need automation, templated dashboards, and a way to manage multiple campaigns without drowning in data. 

A solid white label setup helps keep everything polished and on-brand. And don’t underestimate how much time you’ll save with scheduled reports and real-time alerts.

For Larger, Scaled Agencies

At this level, you’re juggling teams, departments, and a wide range of services–consistency matters. 

You need tools that standardize data across clients, offer deep customization, and help you forecast, benchmark, and optimize at scale. Bonus if they come with priority support and a customer success team that knows how agencies work.

For Specialists (SEO, PPC, Social)

If your agency focuses on one area, like SEO or paid media, go deep instead of wide. 

The right tool should give you access to granular insights–rankings, link audits, cost-per-click, audience targeting–without making you click through five menus to find what matters. With AI tools transforming data analysis, it’s even easier to dig into what’s working, fix what’s not, and explain it all clearly to clients.

How To Make the Most of Your Marketing Analytics Tools With AgencyAnalytics

Once your marketing tools are in place, the next step is to make them work together for your team.

That’s where a centralized platform helps.

AgencyAnalytics automates data collection by pulling marketing analytics data from the tools you’re already using–whether that’s GA4, Search Console, Ahrefs, HubSpot, or LinkedIn—and helps you create custom-tailored digital marketing dashboards. 

Instead of switching between tabs or chasing down screenshots, your team has one place to work from. Clients get consistent updates, and your reporting process doesn’t get in the way of your strategy work.

With AgencyAnalytics, you’ll build templates to reuse across accounts, set up alerts to catch issues early, and create reports that surface the metrics your clients care about most. And because everything is fully white-labeled, your agency stays front and center.

The goal isn’t just to collect your client’s campaign data. It’s to make your wins visible and your decisions easier. AgencyAnalytics helps you do that–without adding more to your plate.

The Right Data Analysis Tools Save Time and Help Retain Clients

You already know your work matters. But unless clients see the results, it’s hard to prove your value.

Marketing analytics tools take the guesswork out of performance. They give you the numbers you need to make better decisions, move faster, and keep clients in the loop without chasing down data across multiple platforms.

Choose tools that fit your services. Streamline your reporting. Automate what you can.

When your team spends less time on busywork, they have more time to focus on what drives growth.