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10+ Best ecommerce analytics tools for 2024

Reading Time: 9 minutes

Many ecommerce companies believe setting up an attractive online store is enough to skyrocket their sales. In reality, it takes much more than a pretty store or impressive product line to establish your presence in this market space.

So, what is the secret ingredient to unlocking growth and maximizing your ecommerce success?

The answer lies in leveraging powerful ecommerce analytics tools. These tools go beyond mere aesthetics and delve deep into the data, providing valuable insights and actionable intelligence to fuel your business growth.

To get you started in the right direction, we’ve compiled 11 of the best ecommerce analytics tools that you can trust to grow your business in 2024.

Get started with Omnisend now and unlock valuable insights for your business

Here are the 10+ best ecommerce analytics tools that can empower your business with data-driven insights:

  • Omnisend: Valuable insights into email marketing performance and customer website behavior.
  • Google Analytics: Powerful insights for monitoring website performance and conversions.
  • Glassbox: Advanced customer experience analytics for optimizing online interactions.
  • Mouseflow: Heatmaps and session recordings for understanding user behavior.
  • Woopra: Real-time customer analytics to personalize ecommerce experiences.
  • Mixpanel: Product analytics for tracking user engagement and conversion funnels.
  • Glew: Integrated ecommerce analytics and reporting for data-driven decision-making.
  • Shopify Analytics: In-depth analytics for tracking and improving Shopify store performance.
  • Metrilo: Customer-centric analytics and email marketing for ecommerce growth.
  • Adobe Analytics: Enterprise-grade analytics solution for comprehensive data insights.
  • Triple Whale: AI-powered analytics platform for maximizing ecommerce revenue and ROI.
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1. Omnisend

Valuable insights into email marketing performance and customer website behavior.

Omnisend segmentation feature page

Omnisend is a powerful ecommerce analytics software that provides comprehensive insights into email marketing performance and customer website behavior. 

With its robust suite of analytics features, Omnisend empowers businesses to uncover valuable data-driven insights that can enhance their email marketing strategies, drive engagement, and boost conversions.

Omnisend has smooth integrations with Shopify, WooCommerce, Wix, Bigcommerce, and other ecommerce platforms. You also get Omnisend’s award-winning customer service.

What you can do with Omnisend:

  • Track and analyze email marketing performance indicators.
  • Use advanced segmentation for highly targeted email campaigns.
  • Automate personalized email workflows to nurture leads, re-engage inactive customers, and recover abandoned carts.
  • Create dynamic email content with personalized recommendations.
  • Measure the impact of email marketing efforts with detailed reports.

Who is this ecommerce reporting tool for?

Small and mid-sized ecommerce businesses seeking reliable and actionable insights to enhance customer engagement effectively. 

Pricing:

Free plan:

  • Reach 250 contacts
  • 500 emails/mo
  • 60 SMS
  • 500 web push

The Standard plan starts at $16/month:

If you have 500 contacts:

  • 6,000 emails/mo
  • 60 SMS
  • Unlimited web push

The Pro plan starts at $59/mo:

For 500 contacts:

  • Unlimited emails
  • 3,933 SMS
  • Unlimited web push


Omnisend’s robust analytics help B-Wear Sportswear to see which of their online sales came from their marketing emails and thus engage customers most effectively.
Here is the full success story.

2. Google Analytics

Powerful insights for monitoring website performance and conversions.

Google Analytics overview page

Google Analytics is a comprehensive ecommerce analytics platform that provides businesses with detailed insights into their website’s performance and user behavior. It allows businesses to track website traffic, page views, bounce, and conversion rates. 

What you can do with Google Analytics:

  • Track website traffic, demographics, and engagement to gain audience and performance insights.
  • Set and track goals to measure conversions and optimize marketing strategies.
  • Analyze marketing channels and campaigns for effective resource allocation.

Drawbacks:

  • Google ecommerce analytics tools may be complex to use, which means that beginners or users unfamiliar with web analytics may face challenges in effectively leveraging its full potential.

Who is this ecommerce analytics tool for?

Small businesses seeking valuable insights into their ecommerce performance and who want to understand the content that engages their audience.

Pricing:

Google Analytics offers a free version known as Google Analytics Standard. For businesses with more advanced needs, Google offers a paid enterprise-level solution called Google Analytics 360, with pricing tailored to specific requirements and scale.

“While data science can determine what message goes to whom, behavioral science tells us how to craft that message”
Nancy Harhut, Co-Founder & Chief Creative Officer, HBT Marketing

If you’re curious to know why customers do what they do, this expert interview with Nancy is just for you. 

3. Glassbox

Advanced customer experience analytics for optimizing online interactions.

Glassbox homepage

Glassbox is an advanced analytics tool for ecommerce that offers businesses deep insights into their customers’ digital experiences. Its powerful session replay capabilities allow businesses to visualize and analyze user interactions to identify pain points and optimize website performance.

What you can do with Glassbox:

  • Gain visibility into user interactions to optimize the user experience.
  • Analyze ecommerce customer journeys and funnels to increase conversion rates.
  • Utilize session replay to troubleshoot issues and personalize user experiences.

Drawback:

Glassbox ecommerce analytics tools may generate a large volume of user interaction data, so organizations using Glassbox should carefully consider their data storage, processing, and analysis capabilities to handle the generated data effectively.

Who is this ecommerce analytics platform for?

Small businesses seeking to understand their traffic sources and the type of content that captures the audience attention.

Pricing:

Glassbox offers customized plans tailored to each company’s specific needs and scale. 

“Adapting to changes in the industry, the market, or customer expectation is at the heart of establishing a sustainable ecommerce business. “
This interview with Mike Jackness, the founder of EcomCrew, is a must-read for every ecommerce business owner.

4. Mouseflow

Heatmaps and session recordings for understanding user behavior.

Mouseflow homepage

Mouseflow is a powerful ecommerce analytics tool that provides in-depth insights into website user behavior. With session replay, heatmaps, and conversion funnels, Mouseflow offers comprehensive data visualization to analyze user interactions, identify usability issues, and optimize website performance.

What you can do with Mouseflow:

  • Analyze user behavior through session replay and heatmaps to optimize website design and layout.
  • Identify conversion bottlenecks and improve sales funnels to increase conversion rates.
  • Optimize web forms by analyzing user interactions and reducing form abandonment for improved conversions.

Drawback:

Mouseflow ecommerce analytics tools collect extensive data, such as session recordings which mean businesses may require additional resources to ensure smooth operation and efficient data analysis.

Who is this ecommerce analytics tool for?

Small businesses that want to know where traffic is coming from, which pages or page elements are most engaging, and the impact of their customer funnels.

Pricing:

  • Free plan at $0/month
  • Starter plan at $31/month
  • Growth plan at $109 per month
  • Business plan at $219 per month
  • Pro plan at $399 per month

5. Woopra

Real-time customer analytics to personalize ecommerce experiences.

Woopra homepage

Woopra is a robust ecommerce analytics tool that provides deep insights into customer behavior and engagement across multiple touchpoints. The tool enables businesses to understand user journeys, segment audiences, and personalize experiences for better conversions.

What you can do with Woopra:

  • Analyze conversion funnels to optimize sales and improve conversion rates.
  • Utilize real-time analytics and customer segmentation for personalized messaging and improved ROI.
  • Implement marketing automation workflows to streamline marketing processes and deliver targeted, automated campaigns.

Drawback:

Woopra ecommerce analytics tools are complex in setup and implementation, requiring technical expertise.

Who is this ecommerce analytics tool for?

Small businesses aiming to personalize the customer experience. 

Pricing:

  • Free Core Plan
  • Pro plan starting at $999/month
  • Enterprise plan, which offers custom pricing

6. Mixpanel

Product analytics for tracking user engagement and conversion funnels.

Mixpanel homepage

Mixpanel is a powerful ecommerce analytics tool that offers comprehensive tracking and analysis of user behavior across digital platforms. With advanced event tracking and funnel analysis capabilities, Mixpanel provides actionable insights into user engagement, conversion rates, and customer retention.

What you can do with Mixpanel:

  • Track user interactions, optimize experiences, and improve conversions.
  • Analyze sales funnels to identify drop-off points and increase conversion rates.
  • Utilize cohort analysis for user segmentation and targeted retention strategies.

Drawback:

Mixpanel’s pricing strategy based on data volume can lead to higher costs for businesses with substantial data, potentially impacting their budgeting and scalability.

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Who is this ecommerce analysis tool for?

Businesses wanting greater clarity of user behavior across platforms.

Pricing

  • Starter plan/Free plan
  • Growth plan starting at $20 per month
  • Enterprise plan starting at $833 per month

7. Glew

Integrated ecommerce analytics and reporting for data-driven decision-making.

Glew homepage

Glew is a comprehensive ecommerce analytics tool that empowers businesses with deep insights and data-driven intelligence. It consolidates data from multiple sources, provides intuitive visualizations, and offers actionable recommendations, all of which helps businesses optimize their operations, increase conversions, and achieve sustainable growth.

What you can do with Glew:

  • Gain insights into ecommerce sales, customer behavior, and marketing campaigns.
  • Identify trends, patterns, and opportunities for informed decision-making.
  • Improve customer segmentation and enhance user experiences with actionable recommendations.

Drawback:

Glew ecommerce analytics tools may not be suitable for businesses with complex or custom data integrations. 

Who can benefit from using this analytics tool for ecommerce?

Founders and marketing leaders looking for custom reporting.

Pricing:

  • Starter plan/ Free plan
  • Pro plan, which offers custom pricing
  • Plus Plan, which offers custom pricing

8. Shopify Analytics

In-depth analytics for tracking and improving Shopify store performance.

Shopify Analytics overview dashboard

Shopify is a powerful ecommerce platform with advanced analytics capabilities, allowing businesses to track sales performance, revenue trends, and customer behavior. 

With integrated CRM software, Shopify enables businesses to manage customer relationships, personalize marketing campaigns, and drive customer engagement.

What you can do with Shopify Analytics:

  • Monitor sales performance, track revenue trends, and identify top-selling products
  • Analyze customer behavior to develop targeted marketing campaigns and enhance customer retention.
  • Track marketing campaign performance, optimize advertising spend, and improve ROI by monitoring key metrics.

Drawbacks:

Shopify Analytics’ advanced features and reporting capabilities may be limited compared to standalone ecommerce analytics tools, which means businesses may need additional analytic tools to supplement Shopify analytics capabilities.

Who can benefit from using this analytics tool for ecommerce?

Small companies operating their online stores on the Shopify platform and who don’t need the more advanced capabilities of standalone reporting platforms.

Pricing:

Shopify Analytics is included as part of Shopify’s subscription plans.

Want to supercharge your sales on Shopify?
👉 Check out the 40 best Shopify apps

9. Metrilo

Customer-centric analytics and email marketing for ecommerce growth.

Metrilo homepage

Metrilo is an advanced ecommerce analytics tool that offers deep insights into customer behavior and marketing performance. It provides features like cohort analysis, customer segmentation, and funnel visualization to understand the customer journey and optimize marketing strategies.

What you can do with Metrilo:

  • Gain actionable insights into customer behavior and preferences, allowing you to personalize marketing campaigns and improve customer engagement.
  • Analyze sales funnels and conversion rates 
  • Measure the effectiveness of marketing channels and campaigns, track ROI, and allocate resources effectively.

Drawback:

Metrilo ecommerce analytics tools may require initial setup and configuration to leverage its advanced features and integrations fully.

Who can benefit from using this ecommerce analytics software?

Ecommerce brands looking for insights to increase customer retention.

Pricing:

  • Essential plan starting at $119/month
  • Pro plan starting at $199/month
  • Premium plan starting at $299/ month

10. Adobe Analytics

Enterprise-grade analytics solution for comprehensive data insights.

Adobe Analytics homepage

Adobe Analytics is a robust ecommerce analytics tool that offers comprehensive insights into customer behavior, conversion rates, and revenue optimization. It provides real-time tracking, segmentation, and reporting capabilities, empowering businesses to make data-driven decisions and enhance the customers’ online shopping experiences.

What you can do with Adobe Analytics:

  • Analyze and understand customer behavior across multiple digital channels.
  • Track and measure the performance of marketing campaigns in real-time.
  • Utilize advanced segmentation and audience profiling capabilities.

Drawbacks:

Adobe Analytics is complex and may require dedicated training or expertise to utilize its capabilities fully.

Who can benefit from using this analytics platform for ecommerce?

Enterprises looking for a complete overview of the customer journey with reporting and predictive intelligence.

Pricing:

Adobe Analytics has three pricing packages: Select, Prime, and Ultimate. The prices are custom depending on the organization’s size, data volume, desired features, and additional services.

11. Triple Whale

AI-powered analytics platform for maximizing ecommerce revenue and ROI.

Triple Whale homepage

Triple Whale is a cutting-edge analytics tool and marketing automation software that offers comprehensive insights into user behavior, conversion rates, and marketing performance. It combines advanced analytics capabilities with automation to optimize marketing campaigns, personalize customer experiences, and drive higher engagement and conversions.

What you can do with Triple Whale:

  • Track and analyze customer behavior across multiple touchpoints.
  • Segment the customer base and personalize marketing efforts.
  • Advanced funnel analytics allow you to visualize and optimize the funnel, identify bottlenecks, and improve overall conversion rates.

Drawback:

Triple Whale ecommerce analytics tools may not be suitable for small businesses with limited budgets or minimal data volumes.

Who can benefit from using this analytics tool for ecommerce?

Businesses with a larger budget who want powerful insights and the power of AI.

Pricing:

  • TW Dashboard starting at $100/mo
  • TW Attribution starting at $300/mo
  • TW Full Whale starting at $400/mo

Final thoughts

With all these powerful ecommerce analytics tools at your disposal, you have everything you need to unlock the full potential of your online business. 

These apps provide valuable insights into customer behavior, marketing performance, and website optimization. 

By leveraging the data and analytics offered by these ecommerce analytics tools, you can make informed decisions, identify growth opportunities, and enhance your overall ecommerce strategy. 

Get started with Omnisend now and unlock valuable insights for your business
Bernard Meyer
Article by
Bernard Meyer

Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.