In the world of eCommerce Analytics, understanding shopper behavior is essential for business success. Data is an essential component of the process and provides information on trends, spikes in demands and customer preferences. Business owners can use that data to make sure the most popular products are available and being marketed. If customers visit your site to search for products you don’t offer, big data is how you will learn about those searches, helping you seize new opportunities. And to find the “best analytics tools” is no easy task but I will narrow it down to 5 best analytics tools for eCommerce stores for you.

To clarify this term of “best”, it depends on your company size, your market size, your goals… Well, I would like to modify the “best” term to “suitable”. Why? Because every tool has its own benefit. You just need to squeeze the most out of them.

The main thing to say here is that you don’t have to use just one tool. In fact, it is better to have a range (or a stack) of tools so you can view your data from multiple perspectives.



The key for each tool is to have an actionable insight from using it. The single biggest problem with using more than one analytics tool is data-overload. Too much data can paint a very rich but not very intelligible picture. I’ll outline what you consider the best analytics tools for your e-commerce stores below and what actionable information can be learned from them

1. Google Analytics – Free – Intermediate, Expert

Some of the best eCommerce analytics tools are indeed free thanks to the likes of Google. Considering that any given site is already using Google Analytics, using the platform to align with your eCommerce goals is a no-brainer.

Boosting your eCommerce conversion rate is a massive challenge regardless of what you’re selling. Empathizing with struggles of eCommerce sites, Google’s Enhanced eCommerce provides merchants with richer insight beyond base-level metrics.

Simply put, the platform is much more powerful than it used to be. Google Analytics users now have the ability to track their traffic during every step of their funnel. This means identifying weaknesses that lead to cart abandonment or drop-off points within your checkout process. Additionally, users can keep a close eye on…

Free is not the only thing that gives you goosebumps. Google Analytics brimming with information that can help you improve conversions on PPC ads (if you’re using remarketing on Google Ads or google shopping ads), optimize your site and product descriptions, and track visitor behavior on your store. If you aren’t familiar with the way Google Analytics works, Google offers free training to help you master this powerful tool.

Pros Free

Integration to so many third-party tools

Enhanced for eCommerce tracking (products, orders, …)

Massive e-Commerce reports, including e-Commerce activity log

Custom your Metrics (analytics background required) Cons Took lots of time to config

Close to real-time data (takes more times than other tools)

Need training and many tags in order to take advantages of these metrics

2. Ecomfit – Free and Paid Plan – Beginner, Intermediate

Well, this youngster is a money-maker for young entrepreneurs who want to make money quick and clean. Ecomfit is a very simple analytics tool that required no analytics or eCommerce background but yet you still can scale your revenue with ease based on data input. This tool caught my attention because of it convenient.

The best part is it’s all automated and I do not have to set-up anything but to clarify my store. They even provide lots of good features such as Automated Tracking, Automated Reports, Suggestion & Warning. For example, if you sell many products in many niche then you do not have time for optimizing tiny things so you need to focus on the big things that really affect your Revenue then these feature is tailored for you.

In the Dashboard, you can see all the important reports to check the health of your store. Although, with Sales Funnel Feature describes the process of how customers go through the step-by-step flow before they actually make the purchase so you can scale your campaigns or improve certain elements to enhance customer buying process.

They even specify the process that help you focus on optimizing the most important metrics, not like other tools do (they confuse you). Checkout Behavior report depicts the shopping behavior of your customers by telling you how many visitors moved through your checkout process and finalized your billing, shipping, payment and completed transaction pages.

The final thing that bomb away and makes this tiny company stand out is their capability to predict and warn base on real-time data. They have Suggested Feature that helps us act easily to reduce cost and grow the revenue. Last but not least, Warning Feature gives warnings on the ongoing issues on your website in real-time. You can now avoid the hassle of spending too much time on inspecting the cause and rather just focus on remedying the situation and prevent damage to your revenues.

Pros Free and reasonable price with the paid plans

Tailored for eCommerce Website

Automated Tracking and Reports

Integration in many third-party tools (Shopify, Woocommerce, Magento…)

Real-time data and reports

Smart Suggestion & Warning Features Cons UI Design is basic

Lack of advanced metrics

3. KISSmetrics – Only paid plan – Intermediate, Expert

Kissmetrics is what is called a behavioral analytics system. It assigns website visitors unique IDs and then tracks things like their clicks, pages visited, bounces (1-page visits followed by an exit), conversions (purchases/donations/registrations/signups/read times). It does this over time and allows you to create segments or “cohorts” for more effective targeted marketing.

In short, KISSmetrics boasts highly flexible custom data plus an API to connect. Experts laud KISSmetrics’ structure as it focuses on people, tracking customer trends and shifts, and providing users with useful interpretations of their business health. Thanks to it, they make smarter business decisions and benefit significantly from the market’s opportunities, while simultaneously preserving a solid, professional reputation in the eyes of their clients.

It’s a great choice for companies with the need to track people and enough budget for that. It also does a great job of finding the leaks in the funnels, so if your customers for some reasons don’t convert into buyers, this tool may help find out the reason.



Pros Numerous integrations with third-party tools

Ability to create path reports

Custom Reports and Metrics (Tracking visitors or events by adding a URL parameter to a link)

User search function, showing a complete user profile and action history Cons Expensive (Up to 500USD per month)

Tooks time to learn and config

4. Hotjar – Free and Paid Plan – Beginner, Intermediate, Expert

Marketers can’t afford to make many assumptions in regard to their storefronts. The best way to fine-tune the usability and improve your on-click-through and conversion rates is by stepping into your visitor’s’ shoes.



Heatmapping platforms such as Hotjar are incredibly valuable to modern merchants. Hotjar essentially provides a bird’s-eye view of what your visitors see on-site.

In addition to heatmaps, Hotjar also has the ability to create recordings of real-time visitors. Watching these recordings back provides actionable insight toward improving your conversion rates across your entire site.

At a glance, understanding the behavior of your visitors in terms of tracking and clicks allows marketers to determine whether or not your visitors are clicking on your CTAs, assess which offers and copy are keeping your traffic’s attention or even identify bottlenecks, errors and weak points within your eCommerce funnel

In fact, Hotjar themselves identified how one of their eCommerce clients increased their conversion rate by 30% thanks to some small tweaks. Based on information gathered from their heatmaps and recordings, it was discovered that their shopping cart was suffering from login and browser-specific issues that may have otherwise gone undetected by a typical analytics platform.

Pros Free and reasonable price with the paid plans

Heatmap and cohort include

Easy to use

Real-time data

Visualize your customer insight Cons Not-at-all the data analytics but focus on behavior analytics.

Lacks a solid CX solution

5. Adobe Marketing Cloud – Only paid plan – Expert

Adobe Marketing Cloud is another very powerful analytical tool often used by very large ecommerce stores. However, before you go ahead and spend a truckload of money, please be aware of the fact that it does require significant knowledge of the application in order to set it up properly, and it can end up being a very costly affair before you get the data you really need.

Adobe Analytics Cloud allows you to closely track your digital marketing campaigns and their performances, recognize and create different types of data segments for remarketing, offer a customized shopping experience to your site visitors, and works with bare-minimum data latency, particularly during the periods of peak traffic activity and lets you do a lot more. Adobe Analytics Cloud can also connect to a wide range of native and 3rd party tools to easily bring in 3rd party data to the tool.

Pros Real-time data and reports

Mobile app analytics included

Advanced segmentation capabilities

Easy to expand with the needed functionality (video, social media analytics, etc.) Cons Adobe Analytics is pricey and the cost grows together with your site

Hard to use if you are all alone with this massive analytics thing

Conclusion