We Reviewed E-commerce Analytics Tools and Here Are the Top 12 You Need in 2023

Cem Ruso
Cem Ruso
March 25, 2023
March 25, 2023

Some of the best ecommerce analytics tools for scaling your business are Datapad, DashThis, Geckoboard, Crazy Egg, Kiss Metrics, Woopra, Glew, SuperMetrics, Matomo, Optimizely, A/B Tasty, and Kameleoon.

In this guide, you will find a detailed review of all the above-mentioned software and know why you need them to build an ecommerce empire.

What is E-commerce Analytics?

In the world of savvy shoppers, ecommerce analytics refers to any tool or strategy designed to extract actionable insights from a large pile of data. Because ecommerce in itself is a virtual space, every activity performed by clients or customers is accumulated in the form of data.

FACT: More data was created in 2021 than what was created during the previous 5000 years. For obvious reasons!

But unfortunately, in the same amount of time, the average cart abandonment rate is rising day by day.


That means at least seven out of ten shoppers won’t complete their transaction. Here’s where ecommerce analytics can help.

Ecommerce analytics can offer valuable insights into your clients' shopping behavior and the customer journey, from discovery to customer acquisition.

Why Do You Need E-commerce Analytics?

With the evolution in consumer demand, the ecommerce market is set for record sales. 

According to Statista, the number of online shoppers is expected to reach 2.14 billion in 2021, up from 1.66 billion global digital buyers in 2016.


So, there's a boom, there's a pool of buyers, but there isn't a proper system to measure and analyze the trends pulling in or waving off your customers. Or is there?

Indeed there is!

E-commerce analytics helps you make good data-driven decisions by providing you with customer behavioral insights. 

It allows you to:

  • Guide your customers through the marketing funnel smoothly and efficiently by using the insights about their online behavior
  • Make better product recommendations by analyzing your customer’s activities and behavior across your website
  • Segment your target market based on demographics and characteristics to personalize your products and services, thereby running effective ads
  • Understand what channels drive the most traffic and make your marketing strategy revolving around those metrics
  • Improve customer retention rate by analyzing data and running better retargeting ads
  • Identify your top customers to build better relationships with them 

Now that you know the basics of ecommerce analytics let's look at the top analytics tools you can try to track metrics and KPIs the right way.

Top 12 Ecommerce Analytics tools in 2023

Metrics and KPI Tracking Tools

#1. Datapad

Datapad is a leading KPI tracking and dashboarding tool that helps businesses collect, monitor, and analyze important KPIs via their mobile phones.

Its mobile-first interface helps you to manage your ecommerce business from anywhere around the world. All it needs is a reliable internet connection to get started.

What’s more, our dedicated mobile app is optimized for seamless functioning on all mobile devices. 


#1. Team Collaborations

With Datapad, team onboarding and collaborations are no big deal. Our software is architectured in a way that allows you to easily onboard your team, assign tasks, and monitor task progress while on the go.

Moreover, you can easily collaborate with your team on your ecommerce KPIs by commenting under your preferred KPI dashboard.

For example, if you want a certain KPI to be taken care of, you can simply comment under it. Then after, your team gets a real-time notification about your comment, and the dedicated person can work on your suggestions.

Briefly speaking, here’s what our tool offers with respect to team collaborations:

  • Real-time alerts and notifications regarding changes in KPI trends
  • Seamless communication with your teammates via comment section around all KPIs
  • Receive push notifications about the changes and modifications happening on the KPI dashboards

#2. Easy Data Import

Unlike other tools, Datapad offers an effortless data importing process. Our platform is integrated with multiple popular data sources allowing you to transfer bulky data into your dashboard within a few clicks.

Apart from this, our platform has both automatic and manual data import features.

If you wish to import data automatically, our robust integrations can do it all for you.

Or, if you want to take matters into your own hands, you can opt for manual data processing. 

With Datapad's easy manual and auto data transfer, you can:

  • Connect and transfer data from multiple data sources in a few clicks - no code required
  • Enter data manually to your dashboard and keep track of operational data
  • Let your team import data and build dashboards from scratch without requiring you every single time

#3. Unlimited Customizations

With Datapad, you’re no more limited to customizations. Our platform allows you to customize every section of your dashboard, ranging from texts to images and colors to KPI cards.

You’re in control of the way you want to present your data to teams or stakeholders. Moreover, our intuitive drag-and-drop builder makes it easy for anyone to customize dashboards in Datapad - no coding or technical jargon required.


Datapad is in its beta version and is currently free to use. Want to be an early adopter? Fill out the form, and we will get back to you in no time. 

Note: We're currently doing 1-1 onboarding and setting everything up for you if you wish. If you want us to set up everything for you, just include "1-1 onboarding" in the sign-up form, and we will contact you.

#2. DashThis

DashThis is a cloud-based automated marketing reporting tool that helps marketers save hours of work and create stunning dashboards within minutes.

It’s an easy-to-use and versatile tool trusted by the likes of KTM, TravelTripper, Dagmar, and more. It has its presence in over 122+ countries and serves a community of 18,000+ users.


  • Has 34+ native integrations with popular digital marketing tools and platforms like Facebook, Google Ads, Google Analytics, Ahrefs, and more
  • Offers unlimited data sources, client accounts, and users with all its plans - basically, you get unlimited of everything no matter what you pay
  • Choose from an extensive gallery of pre-built templates; use the report cloning feature to clone reports and escape double work
  • Setup automatic report sharing to easily share reports via emails, smart links, or PDFs
  • Easily rebrand your reports (domain, colors, logos) with DashThis’s robust white-labeling feature


Besides a 15-day free trial of the software, DashThis comes along with four premium plans:

  • Individual: $39/month
  • Professional: $129/month
  • Business: $249/month
  • Standard: $399/month

Also Read: 11 Best DashThis Alternatives for 2022 [Tested & Ranked]

#3. Geckoboard

Geckoboard is a hassle-free tool for measuring business metrics and creating professional KPI dashboards for businesses. 

Its metrics-first approach helps businesses and teams stay focused on their most important metrics. It also lets you share reports across various marketing channels so your team can track all the key metrics.


  • 80+ pre-built integrations with popular platforms allowing you to quickly connect your data or pull in data from multiple data sources
  • Advanced filtering and custom visualization options to choose and display the data that makes sense to your team
  • Has an intuitive drag-and-drop builder to easily customize your KPI cards; resize, group, rearrange, or add status indicators 
  • Quickly share dashboards via smart links, emails, or schedule dashboard snapshots on Slack 
  • Easily cast your dashboard to TV screens to present it in meetings or conferences within minutes


Geckoboard offers a free version of its software. Apart from this, the platform has three paid plans:

  • Essential: $49/month
  • Pro: $99/month
  • Scale: $699/month

Also Read: We Tested 9 Best Geckoboard Alternatives and Here’s Our Review [2022]

Ecommerce Conversion Rate Optimization Tools

#4. Crazy Egg

Crazy Egg is a web-based ecommerce application that allows you to visualize your website visitors through heatmaps, session recordings, and A/B testing tools.

Over 300,000 websites, including Etsy, Loreal, and more, use Crazy Egg to optimize their online stores for purchases and enhance the overall shopping experience for customers.


  • Take snapshot-in-time of webpages and generate heatmaps, scroll maps, and overlay reports that display your visitors' click behavior
  • Record entire user sessions from the moment a visitor comes to your site to the end of their session; use recording filters to find specific recordings for particular webpages
  • Use intuitive A/B testing tool to optimize website design for better response and higher revenue - no code required
  • Allows seamless integration with popular ecommerce platforms such as Shopify to analyze and improve the shopping experience for customers by tracking metrics like customer lifetime value


Crazy Egg offers a 30-day free trial period with all its plans. After which, you are charged as follows:

  • Basic: $29/month
  • Standard: $49/month
  • Plus: $99/month
  • Pro: $249/month

Note: Crazy Egg also offers a customized enterprise-grade plan. You can opt for the same from their pricing page.

#5. Kissmetrics

Kissmetrics is a powerful ecommerce advanced analytics tool that empowers businesses with enterprise-grade analytics at an entry-level price. 

It comes with a user-friendly interface that allows you to easily track, monitor, and analyze your customer data with easy-to-understand detailed reports and visualizations.


  • Get real-time access to crucial KPIs and metrics such as total sales, average revenue, new visitors, bounce rates, and more
  • Identify big spenders and cohorts to analyze the overall performance of repeat customers via diagrams and charts
  • Quickly drill down data to see the most viewed product, most sought-after offer, and most popular site searches with detailed customer activity reports
  • Has advanced BI reporting tool that allows you to run SQL query directly into raw data to discover data-driven insights


Apart from the free trial, Kissmetrics has three paid plans billed annually:

  • Silver: $299/month
  • Gold: $499/month
  • Platinum: Custom pricing

#6. Woopra

Woopra is a free customer feedback and journey analytics solution that provides businesses with actionable insights extracted from customer databases. 

The platform uses a holistic approach to redefine how companies understand, analyze, and retain their customers.


  • Quickly monitor how users navigate across the website and anticipate needs, expectations, and success metrics with Woopra's Journey Reports 
  • Use behavioral cohorts to analyze revenue trajectory by dozens of attributes, including location, industry, product category, or customer health score
  • Measure customer acquisition cost and analyze growth trends over time with advanced cohort analytics
  • Easily identify at-risk and most engaged users with Woopra’s intuitive retention reports
  • Create dynamic segments of users based on any combination of criteria, from opening an email to signing up for a trial to using a hot new product feature


Woopra offers a free-forever plan which includes 90-day data retention, core analytics, and 30+ integrations. Apart from the free plan, Woopra has two paid plans:

  • Startup: $349/month
  • Pro: $999/month

Note: Woopra also has an enterprise-level plan. However, it has a custom pricing policy, and you need to connect with the company’s sales rep to get your business the best deal.

Ecommerce Web Analytics Tools

#7. Glew

Glew is an all-in-one ecommerce analytics solution that transforms raw customer data into actionable insights. 

It’s the only multi-channel platform that helps ecommerce merchants, retailers, agencies, and enterprises present complex customer data into easy-to-understand, intuitive dashboards.


  • Easy drag-and-drop reporting across 180+ integrations with pre-built data joins 
  • Has over 300 KPIs and pre-built filters for a more out-of-the-box reporting experience
  • Quickly generate scheduled reports, daily snapshots, or comprehensive reports with a single click
  • 180+ integrations, including Shopify, Google Analytics, and other ecommerce tools, to streamline business operations
  • 30+ pre-built customer segments to organize customer data based on big spenders, high AOV, and more
  • Use the segmented data to personalize the shopping experience for consumers


Glew offers a free forever analytics solution as its ‘Starter Plan.’ However, if you need more advanced features, Glew has two paid subscription plans:

  • Glew Pro: Starting at $79/month
  • Glew Plus: Custom pricing

#8. Supermetrics

Supermetrics is a multi-channel eCommerce analytics tool that helps 750k marketers and analysts easily transfer data from multiple data points into a unified dashboard.

In simpler terms, the platform is trusted by the likes of HubSpot, Decathlon, and other top brands to create interactive cross-channel reports in Google Data Studio by importing data from multiple channels.


  • 90+ Integrations to extract cross-channel marketing data in JSON or CSV formats or with custom output formats for Tableau, Power BI, or Qlik
  • Create stunning data visualizations in Data Studio with Supermetrics charts, pivot tables, and other visual elements
  • Combine data from different Big Query tables and automatically pull data to Data Studio without writing a single line of SQL code
  • Enjoy full data integrity and quality throughout the process - no sampling or manipulation of data without authentication


Supermetrics has a 14-day free trial. After which it offers a range of paid plans to choose from:

  • Single Connector: $49/month
  • Essential: $119/month
  • Core: $239/month
  • Super: $579/month

Note: Supermetrics also allows you to build custom plans as per your business requirements. You can connect with their sales rep to get the best deal.

#9. Matomo

Matomo is a leading open-source web analytics solution that empowers businesses to extract actionable customer insights from raw data. Thereby helping them make better data-driven decisions.

Over 1 million websites, including the most prestigious organizations such as the United Nations, Ahrefs, NASA, and more, trust Matomo's services.


  • Use Matomo’s no-code tag manager to embed tracking codes to your website without any technical guidance or expertise
  • Has an inbuilt Google Analytics importer plugin that allows you to easily transfer historical data into your dashboard
  • Discover how potential customers truly engage with the most important web pages via unlimited heatmaps and session recordings
  • Build ideal customer persons that include individual customer activities to understand their pain points and run personalize retargeting ads


Matomo is a free forever ecommerce analytics software. However, for advanced usage, you can get Matomo’s cloud plan - the pricing starts at $23 and goes all the way up to $16,900.


Ecommerce A/B Testing Tools

#10. Optimizely

Optimizely's web A/B Testing is the world's most powerful platform that allows you to perform multi-variant testing on any channel or device connected to the internet. 

The tool helps you determine the impact of changes made to content or page and how it will influence your buyer's intent.

Optimizely A/B Testing tool is trusted by over 9,000+ businesses, including top companies such as IBM, MailChimp, Discovery, and more.


  • Has advanced behavioral targeting to connect with customers during key moments and trigger clickable offers or messages based on real-time customer behavior
  • Use Optimizely robust visual editor to transform ideas into reality - no coding required
  • Has industry-first features like exclusion groups that let you safely run multiple experiments on the same page and at the same time
  • Make experiments run faster without any latency or downtime with Optimizely’s performance Edge CDN testing
  • Use machine learning to dynamically create audiences from personas that you define using simple keywords


Optimizely doesn’t have any pricing plans mentioned on its official website. However, you can always request a quote from their pricing page.

#11. AB Tasty

AB Tasty is a leading provider of experimentation and personalization solutions that uses an omnichannel approach to help businesses deliver better customer experiences. 

Moreover, it helps enterprises build better products by testing them for higher ROI before actually launching them in the market.


  • Has powerful APIs and integrations to drill down data and automatically create granular user segments for experiments
  • Use AB Tasty’s intuitive drag-and-drop editor to easily customize web pages, add custom scripts and widgets directly
  • Create any combination of goals using pre-built KPIs to determine the success of your experiments
  • Get a 360° view of your user journey by integrating your campaign’s performance data with any analytical tool of choice 
  • Stay in control of what portion of your website’s traffic gets exposed to experiments and compare results based on segmented audience


AB Tasty doesn’t mention any pricing model on its official website. You can book a demo or get your custom quote from their pricing page.

#12. Kameleoon 

Founded in 2008, Kameleoon is A/B testing, full-stack, and personalization platform that gives marketers, product teams, and developers the power to boost engagement and conversion.


  • Offers unlimited A/B and multivariate test variations; test and optimize every desktop and mobile experience before pushing it to customers
  • Create custom goals or interlink Kameleoon goals with your business goals to monitor the performance of your experiments
  • Has advanced code editor for developers to create more complex experiments using Javascript and CSS code
  • Use its smart graphic editor to easily customize text, color, images, call to action, banner, and page sections
  • Has an extensive library of widgets to easily build new templates and enhance user experience across devices
  • Use the multi-arm bandit to automatically drive more traffic to winning variation


Kameleoon doesn’t have any pricing details mentioned on its official website. You can request a free demo of the product and get a quote for the same.

Frequently Asked Questions (FAQs)

Q1. How is data analytics used in ecommerce?

Data analytics in ecommerce helps you measure user behavior, their intent, and get to know their customer journey in detail. 

Based on the data you get via customer data analytics, you can run A/B tests to know what your customers like more and what needs improvement. 

Data analytics helps you build your ecommerce strategy to scale your business.

Q2. What is web analytics in ecommerce?

The analysis of qualitative and quantitative data from your and your competitors' websites is called web analytics in ecommerce.

Some web analytics KPIs and metrics to track:

  • Average customer engagement rate
  • Revenue per person (or customer)
  • Average time spent 
  • Customer satisfaction score

Q3. What are the best tools for ecommerce analytics?

  • Datapad: To track KPIs and metrics via mobile
  • Crazy Egg: For conversion rate optimization
  • Supermetics: For ecommerce web analytics
  • Optimizely: For carrying out hundreds of A/B tests

Related: We Reviewed 8 Best Ecommerce Reporting Tools in 2022 [In Depth Guide]