How to Choose the Best Analytics Tools for eCommerce [+ Our Top 8 Picks]

How to Choose the Best Analytics Tools for eCommerce [+ Our Top 8 Picks]

Elena Doynova

Apr 5, 2024 • 8 min read

How to Choose the Best Analytics Tools for eCommerce [+ Our Top 8 Picks]

What does it take to stay ahead in the hectic world of e-commerce? It certainly requires more than just selling great products. You must also add vital ingredients such as understanding your customers, optimizing your website, and making data-driven instead of emotional decisions. eCommerce analytics tools are the backbone of this process, offering bright insights into customer behavior, website performance, and marketing effectiveness. In this guide, we’ll explore the top analytics tools for eCommerce in 2024, helping you choose the right one. Let’s move your online store forward!

What Are eCommerce Analytics Tools?

Ecommerce analytics tools condence valuable insights for various types of ecommerce platforms.

E-commerce analytics tools are software platforms designed to track, measure, and analyze various aspects of an eCommerce store performance. From website traffic and sales conversions to customer demographics and marketing effectiveness, these tools provide essential data to help any eCommerce business analyze customer behavior and make informed decisions.

The best eCommerce analytics tools have a holistic approach, combining quantitative and qualitative data to support operations across the entire organization and the entire customer journey. This means capturing behavior with session recording, analyzing customer engagement with traditional web analytics, and even gauging customer satisfaction with surveys.

It’s difficult for a busy team to monitor several analytics solutions so the need and search for standalone eCommerce analytics tools is easy to understand.

How to Choose the Best eCommerce Analytics Tool for Your Business Needs

Before we dive in, let’s first get a glimpse into the hallmarks of top eCommerce analytics tools and the benchmark metrics you need to monitor from day one.

Check if there’s platform compatibility:

Selecting an e-commerce analytics tool that seamlessly integrates with your existing systems is crucial for maximizing efficiency and data accuracy. Look for tools that offer integration capabilities with your:

  • eCommerce platform: Ensure the analytics tool integrates smoothly with your e-commerce platform, whether you’re using Shopify, WooCommerce, Magento, or another solution. This integration enables you to access sales data, product information, and customer details directly within the analytics platform.
  • Marketing tools: Choose a tool that integrates with your marketing automation software, email marketing platforms, advertising networks (such as Google Ads and Facebook Ads), customer data platform, and social media management tools. Integration with these platforms allows you to analyze the effectiveness of your marketing campaigns and track ROI accurately.
  • Other business systems: Consider how the analytics tool integrates with other business systems, such as customer relationship management (CRM) software, inventory management systems, and order fulfillment platforms. Seamless integration across all systems ensures comprehensive data visibility and helps the entire organization benefit from the solution.

Check how easy it is to use:

Opting for a user-friendly analytics tool with intuitive interfaces and customizable dashboards simplifies the data analysis process and empowers employees at all skill levels to get insights. Look for features such as:

  • Intuitive interface: Choose a tool with a clean, user-friendly interface that makes it easy to navigate and access the most important eCommerce metrics and reports.
  • Customizable dashboards: Select a tool that allows you to create custom dashboards tailored to your specific business objectives and reporting needs. Customizable dashboards help you focus on the metrics that matter most to your e-commerce operations and monitor performance at a glance.
  • Drag-and-drop reporting: Prioritize tools offering drag-and-drop functionality for creating ad-hoc reports and visualizations without requiring coding or technical expertise. Drag-and-drop reporting helps you build custom reports quickly and explore data dynamically.

Check how scalable the tool is:

Ensuring that the chosen e-commerce analytics tool can scale alongside your business is essential for accommodating future growth and evolving data needs. Consider the following scalability factors:

  • Data volume: Evaluate the tool’s capacity to handle large volumes of data generated by your e-commerce operations, including traffic, transactions, and customer interactions. Scalable analytics tools can process and analyze increasing data volumes without compromising performance.
  • Advanced analytics capabilities: Look for tools that offer advanced analytics features, such as predictive analytics, machine learning, and AI-driven insights.
  • Flexible pricing models: Choose a tool with flexible pricing models that align with your business growth trajectory. Scalable pricing options, such as pay-as-you-go or tiered pricing based on usage, allow you to scale your analytics investment incrementally as your e-commerce operations grow.

Check the support ratings:

Selecting a vendor that provides responsive customer support and comprehensive resources is essential – ask anyone who’s had to deal with unresponsive support. Consider the following:

  • Technical support: Ensure the vendor offers timely and knowledgeable technical support to assist with tool implementation, configuration, and troubleshooting. Responsive technical support minimizes downtime and ensures smooth operation of the analytics platform.
  • Training and documentation: Look for vendors that provide comprehensive training resources, including tutorials, documentation, and knowledge base articles. Accessible training materials empower users to leverage the full capabilities of the analytics tool and enhance their data analysis skills. The best you can get is white-glove onboarding with a training session for the entire team.
  • Community and forums: Evaluate the availability of user communities, forums, and peer-to-peer support channels where users can exchange insights, best practices, and troubleshooting tips.

Check whether it supports the key metrics for your eCommerce website:

When selecting an e-commerce data analytics tool, it’s essential to prioritize those that track key metrics crucial for evaluating your eCommerce store performance and growth potential. These metrics include:

  • Website traffic: Understand where your traffic is coming from, including sources such as organic search, social media, and paid advertising. Analyze visitor demographics, behavior, and engagement to identify opportunities for optimization.
  • Conversion rates: Measure the percentage of visitors who complete a desired action on your website, such as making a purchase, signing up for a newsletter, or filling out a contact form. Tracking conversion rates allows you to assess the effectiveness of your marketing campaigns and website design.
  • Customer Lifetime Value (CLV): Determine the total value a customer brings to your business over their entire relationship with your brand. By analyzing CLV, you can identify your most valuable customers, tailor marketing efforts to retain them, and calculate return on investment (ROI) for customer acquisition.
  • Average Order Value (AOV): Evaluate the average amount spent by customers in each transaction. Increasing AOV can boost revenue and profitability without necessarily acquiring more customers.
  • Cart abandonment rate: Monitor the percentage of users who add items to their shopping cart but do not complete the checkout process.

Best eCommerce Analytics Software: the List

How to choose an ecommerce analytics platform as an ecommerce business owner?

eCommerce data is a treasure trove but only if you know where to dig. On this list, you’ll surely find your cutting edge analytics tool to track and analyze the success of your online business. Just remember – customer data is nothing if it’s not used correctly to improve conversion rates, customer retention, and AOV.

1. SessionStackAI

Overview: SessionStack is a digital experience analytics platform that empowers high-traffic e-commerce businesses to truly understand their users’ behavior with impactful, actionable insights derived from an industry-first, AI-enhanced session recording technology. In this way, they can deliver an excellent and ever-improving shopping experience by incorporating continuous data-driven conversion rate optimizations in their processes. 

Key Features & Integration: SessionStackAI offers automated insights and anomaly detection. It integrates with all major e-commerce platforms and content management systems.

Pricing: SessionStackAI offers custom pricing based on business needs and number of visitors.


  • AI-powered insights about UX/UI hiccups
  • Find what leads to all dreaded drop off points
  • Automated anomaly detection for proactive problem-solving
  • Seamless integration with all major e-commerce platforms and content management systems


  • Limited availability compared to more established tools (still in pilot phase)
  • Pricing may be deemed higher for smaller businesses

2. Google Analytics

Overview: Google Analytics is a powerful web analytics tool that provides a comprehensive view of your website’s performance. It’s the sweetheart of the analytics industry and as such is one of the most widely adopted solutions.

Key Features & Integration: Google Analytics offers a wide range of features, including real-time reporting, custom dashboards, and goal tracking. It integrates seamlessly with Google Ads, Google Search Console, and other Google products. Albeit it’s sometimes tricky, its integration with eCommerce businesses is a staple in the analytics routine.

Pricing: Google Analytics is free to use, with optional premium features available through Google Analytics 360.


  • Free to use
  • Robust features and reporting
  • Integration with other Google products
  • Customizable reporting options


  • Steep learning curve for GA4 beginners (especially if you’re used to the old Universal Analytics tool)
  • Limited customer support options

For more free tools, check out this list 👉

3. Optimizely

Overview: Optimizely is an experimentation platform that allows you to test and optimize your website and mobile app experiences. A/B testing is one of the best weapons in your arsenal, so this tool is great for eCommerce businesses that value data driven decisions.

Key Features & Integration: Optimizely offers A/B testing, multivariate testing, and personalization features. It integrates with popular e-commerce platforms and marketing tools.

Pricing: Optimizely offers custom pricing based on business needs and number of visitors.


  • User-friendly interface for creating experiments (no-code option)
  • Advanced targeting and personalization options
  • Seamless integration with e-commerce platforms and marketing tools


  • Higher pricing compared to alternatives
  • Limited support for smaller businesses

4. Mixpanel

Overview: Mixpanel is an analytics platform focused on user behavior analysis and engagement tracking.

Key Features & Integration: Mixpanel offers event-based tracking, user segmentation, and predictive analytics. It integrates with popular e-commerce platforms and marketing tools as well, allowing you to investigate across platforms.

Pricing: Mixpanel offers custom pricing based on business needs and number of visitors.


  • Deep insights into user behavior and engagement
  • Advanced segmentation and targeting options
  • Seamless integration with e-commerce platforms and marketing tools


  • Higher pricing compared to some alternatives
  • Requires some technical expertise to set up and configure

5. Hotjar

Overview: Hotjar is a behavior analytics tool that helps businesses understand how users interact with their website.

Key Features & Integration: Hotjar offers heatmaps, session recordings, and feedback polls. It integrates with popular e-commerce platforms and content management systems.

Pricing: Hotjar offers a free plan with limited features, as well as paid plans with additional functionality based on the number of visitors.


  • Easy to set up and use
  • Visual insights through heatmaps and session recordings
  • Affordable pricing options for businesses of all sizes


  • Limited features on the free plan
  • Some advanced features may require technical expertise to implement

6. Woopra

Overview: Woopra is a customer journey analytics platform that helps eCommerce companies understand and optimize their customer experience, reducing cart abandonment rate.

Key Features & Integration: Woopra offers real-time analytics, user segmentation, and funnel analysis. It integrates with popular e-commerce platforms and marketing tools.

Pricing: Woopra offers custom pricing based on business needs and number of visitors.


  • Real-time analytics for immediate insights
  • Advanced user segmentation and funnel analysis
  • Seamless integration with e-commerce platforms and marketing tools


  • Higher pricing compared to alternatives (smaller businesses better look somewhere else)
  • Steeper learning curve for beginners

7. TripleWhale

Overview: TripleWhale is an advanced e-commerce analytics tool designed to empower you with actionable insights from every marketing channel for optimizing sales performance and customer engagement.

Key Features & Integration: TripleWhale offers advanced sales analytics, customer engagement insights, and predictive analytics. Seamlessly integrating with major e-commerce platforms, it provides comprehensive data synchronization and analysis across all sales channels.

Pricing: TripleWhale offers flexible pricing options tailored to the needs and scale of each business, with transparent pricing plans based on factors such as data volume, feature requirements, and level of support.


  • Advanced sales performance analytics for revenue optimization
  • Deep insights into customer engagement and behavior
  • Predictive analytics capabilities for informed decision-making
  • Seamless integration with leading e-commerce platforms


  • Pricing may be higher compared to some alternatives
  • Steeper learning curve for advanced features
  • Limited customization options for certain reports and dashboards

What now?

Well, that’s a lot to process. Of all the eCommerce software you can get, this is one of the truly foundational ones. After carefully examining each of these tools and considering your business goals, you need to take a breather, sleep on it, and then try a demo of the three top choices before making a decision. You or whoever is going to use the tool to amplify eCommerce sales. Because no matter what we say, hands-on experience tips the scales in the end. And remember that most eCommerce analytics tools don’t give you insight – they give you data. The key takeaway is to prioritize those who give you both! You guessed it, like SessionstackAI…

See what SessionStackAI can do for your business