We review 11 best customer analytics tools to drive business decisions

Aurora Stobbelaar · Copywriter
    11-best

    Quick summary 

    In this article, we review 11 top customer analytics tools, highlighting their unique features, pricing, and pros and cons. Whether you're seeking behavioral insights, conversion optimization, or advanced journey mapping, this comprehensive list provides solutions for every requirement. Dive into our podcasts and case studies to learn more about customer journey and experience.

    Looking for the perfect customer analytics tool for your business?

    Unlocking actionable insights from your customer data is essential for making informed decisions and staying competitive. The right analytics tool can simplify complex data, reveal opportunities, and help you deliver exceptional customer experiences.

    In this TheyDo article, we review 11 of the best customer analytics tools available today. We'll explore their features, pricing, pros, and cons to help you find the perfect fit for your business needs.

    But first…

    Why listen to us?

    At TheyDo, we specialize in delivering customer journey solutions that drive impactful business decisions. Our experience includes partnering with industry leaders like Vinted, a marketplace with over 70 million users, to transform vast amounts of research into actionable insights. By leveraging tools like Journey AI, we’ve helped clients achieve clarity in complex user data and optimize their customer experiences.

    quote
    The game-changer with Journey AI is that it allows you to instantly visualize user interviews. I can immediately extract the pains and gains of whichever user I’m talking to.
    Arnas Levickas

    Arnas Levickas

    Senior Product Manager, Vinted

    What are customer analytics tools?

    Customer analytics tools are platforms that collect, organize, and analyze customer data to reveal patterns, behaviors, and trends. They transform raw data into actionable insights, enabling businesses to understand and improve the customer experience at every touchpoint.

    These tools consolidate data from multiple sources, such as websites, apps, and CRM systems, to provide a unified view of the customer journey. By identifying pain points and opportunities, they help prioritize improvements and drive business growth.

    Why are customer analytics tools important?

    • Informed Decision-Making: Provide data-driven insights, enabling businesses to make strategic choices backed by real evidence rather than assumptions.

    • Improved Personalization: By analyzing customer behaviors and preferences, businesses can create tailored experiences that drive engagement and loyalty.

    • Journey Optimization: Reveal pain points and bottlenecks in the customer journey, guiding targeted improvements for better outcomes.

    • Increased Retention: Understanding customer needs helps address issues proactively, improving satisfaction and reducing churn.

    • Enhanced Collaboration: Unified data ensures alignment across teams, fostering cohesive strategies and execution.

    11 top customer analytics tools for your organization

    Below are the tools we will cover in this review:

    1. TheyDo: Ideal for journey mapping and AI-driven insights.

    2. Mixpanel: Great for real-time product analytics.

    3. Google Analytics: Perfect for tracking website/app performance.

    4. Hotjar: Best for heatmaps and session recordings.

    5. Kissmetrics: Excellent for behavioral analytics and A/B testing.

    6. Woopra: Great for real-time journey analytics and automation.

    7. Plerdy: Best for affordable UX and conversion optimization.

    8. Crazy Egg: Simple tool for visualizing user behavior.

    9. Zoho PageSense:  Ideal for CRO with Zoho integration.

    10. Userpilot: Best for onboarding and user engagement.

    11. Qualtrics XM: Advanced AI-driven customer insights.

    1. TheyDo

    TheyDo is a customer journey management platform that transforms customer data into actionable insights. It centralizes journey mapping, facilitates collaboration, and uses AI-driven tools to uncover high-impact opportunities, empowering organizations to align customer and business goals effectively.

    Key features

    • Journey Mapping: Simplifies organizing customer touchpoints into a structured framework for better clarity.

    • Journey AI: Automates research-to-insight processes for faster journey mapping and actionable data.

    • Opportunity Prioritization: Identifies and ranks high-impact areas for improvement based on journey data.

    • Unified Framework: Organizes customer data in structured hierarchies, linking metrics, insights, and solutions.

    • Collaborative Tools: Aligns cross-functional teams with a shared view of customer journeys for better decision-making.

    • Integration Capabilities: Connects seamlessly with Jira, BigQuery, and other tools for streamlined workflows.

    Pricing

    • Free starter plan for small teams; includes - capped usage of Journey AI, Journey mining & Insight scoring

    • Management plan starts at $39,000 billed annually; includes - uncapped usage of all features and unlimited users

    • Strategic plan starts at $51,000 billed annually; includes - Executive Insights, Source streaming & AI decision-support

    Pros

    • AI-powered insights streamline customer analytics and journey mapping

    • Prioritization framework aligns teams on high-ROI initiatives

    • Seamless integration with Qualtrics transforms customer feedback into actionable insights

    • Supports unlimited users for enterprise scalability

    • Highly customizable taxonomy for unique business needs

    • Easy-to-use templates and standardized formatting for journey creation

    Cons

    • Limited control over user access and file-sharing permissions

    • Limited export options for journey data and insights

    2. Mixpanel

    Mixpanel is a robust customer analytics tool designed to help businesses make data-driven decisions. With intuitive dashboards, integrated data, and advanced analysis features, Mixpanel empowers teams to track user behavior, optimize product strategies, and measure the impact of marketing efforts.

    Key features

    • Self-Serve Dashboards: Access data instantly without requiring SQL or analytics expertise.

    • Session Replay: Combine qualitative and quantitative data to understand customer behavior and trends.

    • Integrated Data: Unify metrics across teams with seamless data warehouse connections.

    • Custom Metrics & Insights: Define, monitor, and analyze key behavioral metrics effortlessly.

    • Journey Analysis: Pinpoint friction points and track user retention for continuous improvement.

    Pricing

    • Free Plan: Includes 10k monthly session replays and up to 1 million monthly events

    • Growth Plan: Starts at $24/month, includes 20k monthly session replays & unlimited saved reports and cohorts

    Pros

    • Intuitive and scalable product for varying complexity needs

    • Powerful real-time insights for product analysis and decision-making

    • Excellent for funnel analysis, cohort analysis, and experimentation frameworks

    • Easy integration with other data sources like BigQuery and Snowflake

    • Great customer support and detailed documentation

    Cons

    • Some reporting features can be unintuitive and confusing

    • Setting up tracking often requires technical expertise

    • Limited chart options and nested board functionality

    3. Google Analytics

    Google Analytics needs no introduction. It is a free, powerful customer analytics tool that provides businesses with in-depth insights into customer behavior across websites and apps. It offers valuable insights into customer behavior, helping businesses understand their audience and refine marketing strategies to enhance customer engagement.

    Key features

    • Cross-Platform Tracking: Understand customer interactions across websites and apps for a comprehensive view of the user journey.

    • Integration with Google Tools: Seamlessly connect with Google Ads, Search Console, and other tools for optimized marketing efforts.

    • Customizable Reporting: Create flexible, shareable reports to analyze and collaborate effectively.

    • Attribution Modeling: Gain insights into marketing performance with cross-platform attribution for better decision-making.

    Pricing

    • Free Version: Ideal for most small to medium-sized businesses.

    • Analytics 360: For enterprises, advanced features, and higher data limits are available with custom pricing, starting at $50,000 per year.

    Pros

    • Provides detailed tracking of website traffic, user behavior, and conversions

    • Seamless integration with other Google services

    • Customizable reports tailored to business needs

    • Free version available with robust features suitable for small to medium businesses

    • Offers real-time insights to monitor ongoing trends and user activity

    Cons

    • Steep learning curve, especially for beginners and GA4 transition

    • Navigating and configuring advanced settings can be complex

    • Lack of immediate human support in the free version; reliant on documentation and forums

    4. Hotjar

    Hotjar is an all-in-one customer analytics tool that helps businesses understand user behavior on their websites. By combining heatmaps, recordings, surveys, and feedback, it provides actionable insights to optimize user experiences, reduce drop-offs, and boost conversions.

    Key features

    • Heatmaps: Visualize user clicks, taps, and scrolling behavior to identify engagement patterns.

    • Session Recordings: Watch real user sessions to observe interactions and detect usability issues.

    • Surveys and Feedback: Collect user opinions directly through customizable on-site surveys and feedback widgets.

    • Conversion Funnels: Analyze user drop-off points in the conversion process to optimize sales pathways.

    • Integrations: Seamlessly connect with tools like Google Analytics, Zapier, and more for enhanced workflow.

    Pricing

    • Free basic plan with limited features. 

    • Paid plan starts at $39/month and can track up to 100 daily sessions

    Pros

    • Comprehensive heatmaps reveal detailed user engagement

    • Session recordings uncover hidden usability issues

    • Customizable surveys gather targeted user feedback

    • Integration with various platforms enhances data analysis

    • Real-time feedback collection improves user experience

    Cons

    • Limited customization options in survey design 

    • Occasional delays in loading session recordings

    • Can slow down website loading times after installation

    5. Kissmetrics

    Kissmetrics is a customer analytics tool that helps businesses understand user behavior, improve engagement, reduce churn, and drive revenue growth. With advanced reporting and multi-channel attribution, it offers actionable insights to optimize customer journeys across various platforms.

    Key features

    • Multi-Channel Attribution: Track customer behavior across different platforms and understand which channels drive the most value.

    • Behavioral Analytics: Detailed insights into feature usage, customer activity, and engagement.

    • A/B Testing: Test different user flows to optimize conversions and improve customer experiences.

    • Advanced Reporting: Leverage BI reporting and SQL queries for deep analysis of user behavior and growth metrics.

    • Funnels & Cohort Analysis: Uncover drop-off points and optimize customer journeys to boost conversions and reduce churn.

    Pricing

    • Silver Plan: $299/month for up to 2M monthly events.

    • Gold Plan: $499/month for up to 5M monthly events.

    Pros

    • Easy to set up events, properties, and reports

    • Provides powerful, flexible analytics for tracking user behavior and conversions

    • Great for deep data tracking and understanding customer behavior

    • Useful for A/B testing and funnel optimization

    • Responsive support team and constant updates based on user feedback

    Cons

    • Reports can be slow to generate and export

    • Setup can be complex for Single Page Applications, requiring developer help

    • Lacks certain integrations with other tools, making data export harder

    6. Woopra

    Woopra is a real-time customer journey analytics platform that provides businesses with comprehensive insights into user behavior across multiple touchpoints. By consolidating data from various sources, it enables companies to make data-driven decisions, enhance engagement, and improve retention.

    Key features

    • Unified Data Tracking: Seamlessly integrate data from product, marketing, sales, and support touchpoints using 50+ one-click integrations.

    • Customer Journey Analytics: Gain real-time insights into user behavior, trends, and retention with customizable funnels and cohort analysis.

    • Actionable Automations: Trigger personalized interactions like emails and Slack messages based on user behavior.

    • Democratized Analytics: User-friendly interface allows anyone to explore and analyze data without writing code.

    • People Profiles: View detailed, real-time individual-level analytics to understand user actions and engagement.

    Pricing

    • Free plan comes with 10K actions/mo & 30-day data retention

    • Paid plans start at $49/month, includes - 50k+ actions/mo & 1-year data retention

    Pros

    • Real-time customer analytics and insights

    • Comprehensive tracking of user behavior and interactions

    • Flexible integration with multiple platforms for unified data analysis

    • Customizable reports and dashboards for deeper customer insights

    • Easy to configure with extensive documentation and support

    Cons

    • Complex or overwhelming user interface for some users

    • Occasional glitches requiring refreshes to resolve

    • Limited customization in visualization and appearance

    7. Plerdy

    Plerdy is an all-in-one conversion rate optimization tool designed to improve user experience, monitor customer behavior, and boost conversions. With AI-enhanced features, it provides actionable insights for businesses of all sizes to optimize their websites and achieve better performance.

    Key features

    • Heatmap Tool: Visualize user behavior, including clicks and scroll depth, to enhance UX and CRO.

    • Session Replay: Review user sessions to identify navigation patterns and potential issues.

    • Event Tracking: Monitor specific user activities and interactions with website elements.

    • Funnel Analysis: Detect drop-off points in user journeys to improve conversion rates.

    • Pop-Up Software: Deploy targeted pop-ups to increase sales leads and engagement.

    Pricing

    • Free plan: Includes 100 heatmaps and 500 video sessions

    • Startup plan: $32/month, includes 500 heatmaps and 5000 video sessions

    • Scale plans: $64/month, includes 1500 heatmaps and 10,000 video sessions

    • Thrive Plan: $108/month, includes 3000 heatmaps and 30,000 video sessions

    Pros

    • Provides detailed insights into user behavior with heatmaps and session replays

    • Easy integration, especially as a WordPress plugin

    • Combines multiple tools (heatmaps, SEO, A/B testing, etc.) in one platform

    • Tracks and analyzes customer journeys to optimize website performance

    • Helps improve SEO with simple audit and keyword tools

    Cons

    • Dashboard can feel busy and confusing for beginners

    • The script can slightly impact website load times

    • Limited text-based help resources, relying more on video tutorials

    8. Crazy Egg

    Crazy Egg is a customer analytics tool that helps businesses optimize website performance through heatmaps, user recordings, and traffic analysis. Its intuitive features enable users to identify problem areas, enhance user experience, and improve conversions. Crazy Egg provides actionable insights to drive better engagement and revenue.

    Key features

    • Website Heatmaps: Visualize user interaction with tools like Click Maps, Scroll Maps, and Confetti Maps to optimize design and CTAs.

    • User Recordings: Watch visitor sessions to uncover frustrations, dead clicks, and engagement bottlenecks.

    • Traffic Analysis: Compare referral sources, campaigns, and landing pages to refine marketing strategies.

    • Error Detection: Automatically identify and diagnose JavaScript errors to prevent conversion issues.

    • A/B Testing: Run unlimited tests to implement heatmap insights and enhance website performance.

    Pricing

    • Plus plan: $99/month, billed annually, includes 150,000 tracked pageviews /mo and 75 snapshots

    • Pro plans: $249/month, billed annually, includes 500,000 tracked pageviews /mo and 100 snapshots

    • Enterprise Plan: $499/month, billed annually, includes 1,000,000 tracked pageviews /mo and 200 snapshots

    Pros

    • Powerful heatmaps and click maps for visualizing user interactions

    • Detailed session recordings to analyze user behavior and frustrations

    • Effective traffic segmentation with filters for richer insights

    • Responsive customer support with educational resources

    • Affordable pricing with plans based on tracked page views

    Cons

    • Limited integration options, such as no direct Google Analytics integration

    • Dynamic content analysis can be challenging (e.g., search results pages)

    • Snapshot filters are limited to basic criteria like date and device

    9. Zoho PageSense

    Zoho PageSense is a powerful customer analytics and conversion rate optimization (CRO) platform that helps businesses analyze user behavior and website performance. With features like heatmaps, A/B testing, and funnel analysis, it provides actionable insights to enhance user engagement and drive conversions.

    Key features

    • Heatmaps: Visualize user interactions to identify engagement hotspots and optimize page layouts.

    • A/B Testing: Experiment with different page variations to determine the most effective design elements.

    • Funnel Analysis: Track visitor progression through conversion funnels to detect drop-off points.

    • Session Recording: Replay visitor sessions to observe behaviors and identify usability issues.

    • Form Analytics: Analyze form performance to uncover fields causing user friction and abandonment.

    Pricing

    • Analyze: Starts at $20/month, and includes heatmaps, session recording, and form analytics.

    • Engage: Starts at $29/month, and adds features like polls and push notifications.

    • Optimize: Starts at $49/month, includes A/B testing and personalization tools. 

    Each plan varies based on the number of monthly visitors and projects. 

    Pros

    • User-friendly interface facilitates easy navigation and setup

    • Comprehensive heatmaps provide detailed insights into user behavior

    • A/B testing capabilities support data-driven optimization

    • Seamless integration with other Zoho products enhances functionality

    • Real-time analytics enable prompt decision-making

    • Affordable pricing plans cater to various business sizes

    Cons

    • Occasional delays in data processing may affect timely analysis

    • Limited customization options might restrict specific branding preferences

    10. Userpilot

    Userpilot is a customer analytics and product growth platform that empowers businesses to optimize user onboarding, engagement, and feedback. With tools like product analytics, session replay, and microsurveys, it enables data-driven decisions to enhance user experience and drive product-led growth.

    Key features

    • Product Analytics: Track user behavior across the product journey and generate custom reports.

    • Session Replay: Gain insights into user interactions and identify issues with a privacy-first replay tool.

    • User Feedback: Collect and analyze sentiment with contextual microsurveys.

    • User Onboarding: Guide users through the product journey to improve activation and feature adoption.

    • Mobile Support: Deliver seamless onboarding and engagement with mobile-first UI patterns.

    Pricing

    • Starter: Starting at $249/month, includes core features for up to 2,000 monthly active users.

    • Growth: Starting at $799/month, offers advanced features for up to 10,000 monthly active users.

    Pros

    • Comprehensive product analytics to track user behavior and assess product usage

    • Effective tools for collecting and analyzing user feedback through surveys and microsurveys

    • Intuitive browser extension for creating user flows and in-app experiences

    • Excellent customer support with quick responses and tailored assistance

    • Seamless integration with CRM and analytics tools for better segmentation and insights

    Cons

    • Some analytics features can be challenging for beginners

    • Reporting capabilities lack advanced customization and natural language processing

    • Resource Center has limited organizational functionality (e.g., no nested folders)

    11. Qualtrics XM

    Qualtrics XM is a robust customer analytics tool that identifies customer friction points, optimizes experiences, and boosts satisfaction across multiple channels. It combines experience and behavioral data to deliver actionable insights, helping businesses reduce churn, drive revenue, and improve customer lifetime value.

    Key features

    • Omnichannel Listening and Insights: Aggregate data from calls, chats, posts, and reviews into a single platform, uncovering friction points and customer needs.

    • Digital Experience Analytics: Leverage behavioral analytics and session replay to understand and optimize broken digital journeys.

    • Contact Center Analytics: Use AI-powered insights to uncover root causes of customer issues across various communication channels.

    • Personalized Customer Journeys: Map end-to-end journeys and deploy real-time interventions to eliminate friction and enhance satisfaction.

    • AI-Powered Automation: Automate responses and streamline feedback management using no-code solutions like xFlow for scalable, efficient operations.

    Pricing

    • Qualtrics customer analytics pricing is based on care Interactions including survey responses, call records, chat conversations and emails, however, full details are not publicly available online. Must request a demo.

    Pros

    • Advanced analytics and AI provide actionable insights to predict customer behavior and reduce churn

    • Omnichannel support aggregates feedback from various platforms like calls, chats, and reviews

    • Streamlined survey flow design with customization options and advanced logic

    • Responsive support services ensure quick resolution of issues

    • Offers dynamic survey styles and attachments, enhancing flexibility and usability

    Cons

    • Performance issues arise with complex or large-scale surveys

    • Limited intuitive functionality for workflows and dashboard customizations

    • Some features, like heatmaps and scaling options, are not fully developed in specific modules

    Transform Customer Insights into Action with TheyDo

    Understanding customer behavior is key to crafting exceptional experiences and optimizing journeys. Among the many analytics tools available, TheyDo excels as a leader in journey management, offering a unified platform to turn data into actionable insights.

    At TheyDo, we empower teams to transform complex customer data into clear, collaborative frameworks that highlight high-ROI opportunities. With tools that prioritize impactful improvements, TheyDo sets your business up for sustainable success.

    Take the first step toward redefining your customer journey—get started with TheyDo for free today!