10 customer analytics tools you need to improve CX and build better products

If you want your business to stay competitive, there’s no room for guesswork when it comes to knowing who your customers are, what they want, and how you can help them achieve their goals.

Customer analytics software helps you understand your users to meet their needs more effectively, predict their future behavior, and, ultimately, design better products that will drive business growth.

Finding the right combination of software to answer all your questions about your customers can be a challenge. You’ll need a range of tools to collect and analyze customer data to monitor user traffic and behavior, get direct insights from your users, and find out how customers are responding to your digital experience on social media platforms. 

We’ve curated a list of the 10 best customer analytics software options available to help you understand your buyers more deeply. You’ll learn how these tools work, how to combine them, and how they can help you make good business decisions and achieve your goals.

The 10 best customer analytics tools

Collecting metrics like page views and conversion rates gives you a useful overview to help you spot patterns in customer behavior and measure the impact of your marketing and design changes. 

But to really understand your customers and improve your product, you also need to find out what motivates your users' actions. To do this, you need tools that provide qualitative data on users’ opinions and feelings as they move through the customer journey on your site. 

In this list, we’ll show you both qualitative and quantitative analytics tools, since both have an important role to play in understanding who your customers are and what they want. 

Web analytics and digital experience insights tools

Web analytics and digital experience insights tools collect customer engagement data. They provide data points on your customers’ interactions with your website or product. The best options help you understand their behavior and motivations.

1. Contentsquare 

Contentsquare (hi there 👋) is an experience intelligence platform that makes it easy to see exactly how your customers are interacting with your website or product—and understand why they do it.

Key features and benefits

With robust web analytics capabilities integrated into the platform, you can gather essential data about how customers engage with your site, including traffic, conversions, and behavior flow. 

Together with experience analytics, they provide a complete quantitative picture of user behavior:

• Journey Analysis tracks and visualizes the complete customer journey, from entry to exit. Use it to identify key touchpoints, see where users drop off, and uncover patterns that indicate opportunities for optimization across the entire journey.

• Heatmaps aggregate user behavior and show you whether your visitors reach key content or get distracted along the customer journey through visual, color-coded representations of clicks, moves, and scrolls on your web pages.

  • Click maps: see where users click or don’t click to optimize your most important elements

  • Scroll maps: learn how far users scroll and identify areas that may be getting overlooked

  • Move maps: understand what attracts attention on your pages and what gets ignored, helping you refine your content layout

• Session Replay shows you a complete playback of a user’s mouse movements, hovers, u-turns, and clicks as they travel through your site. Your event flow uses Error Analysis to pinpoint where users experience issues or technical glitches that disrupt their journey. This lets you better understand where to make improvements and eliminate obstacles for a smoother experience.

Use Contentsquare’s Session Replay to determine where your users are getting stuck 

When you combine these insights with qualitative data, you uncover the why behind the what at every touchpoint during your customer journey analysis. Contentsquare’s Voice of Customer (VoC) capabilities make it a breeze to collect customer insights directly from your users:

• Feedback collection widgets let you understand how your visitors feel about different pages and site elements, gauge their overall user satisfaction, and hear their suggestions for improvements

• Surveys let you capture the voice of the customer either on- or off-site. The best part? We've created 40+ survey templates for customer retention and customer satisfaction surveys, product feedback, traffic attribution, market research, and more.

• Interviews help you connect with customers’ needs by recruiting and interviewing them. The meetings are hosted, recorded, and transcribed for you, so you can focus on gathering key insights from your users.

Quickly review any conversation with an accurate transcription, powered by built-in AI

💡 Pro tip: take advantage of how Contentsquare’s capabilities work together to power your customer analytics strategy. 

For example

• If your web analytics show a high bounce rate on a page, session replays can reveal where users are getting stuck, to spot what prompted those rage clicks

• If scroll maps show limited engagement with content, an exit-intent survey can offer valuable insights into what users were expecting and why they left

• Make use of filters and segments when conducting data analysis: filter by events, URL, demographic data, errors, and more, to sort out the data and find exactly what you need.

Contentsquare lets you automatically surface session replays for the data you’re looking at and watch the journey through your user’s eyes

2. Mixpanel 

Mixpanel is a self-service product analytics platform for web and mobile. It tells you how your customers are interacting with your website and which features and tools they use most, to help you convert, engage, and retain users. 

Mixpanel tracks actions that your customers perform—like signups or purchases—and user profiles that show data—like the number of purchases made.

Key features and benefits

Mixpanel helps maximize business resources and saves time by giving all teams access to real-time customer and product data to help them make quick decisions based on user behavior.

It’s great for understanding how customers interact with your website both before and after a conversion action. This helps you identify customers most at risk of dropping off or churning, so you can check in with them and give them prompts to continue using your site or complete their purchase.

You can also use Mixpanel to understand a particular stage of the customer journey, like the steps right before a purchase, to help you identify trends and spot problems so you can correct them.

3. Google Analytics 

Google Analytics (GA) is a web analytics platform used by over 32 million sites that provides key statistics about how many users are visiting your website, how they got there, and who they are. 

GA helps you track and measure metrics such as session duration, pages per session, and bounce rate, and also gives you user insights, like their location, language, age range, and gender.

Key features and benefits

Google Analytics also helps you understand which advertising campaigns are effective as it shows you which sites your users are coming from.

It tells you which pages your users spend the most time on, and where they’re dropping off. If you have several landing pages, you can see which ones are better at converting users into paying customers.

💡 Pro tip: bounce rates tell you what’s happening, but not why. With Contentsquare’s feedback widget, you can ask customers directly and turn data into clear action steps.

Place one on your checkout page and let users tell you why they’re leaving. Maybe they found the form too complicated or were surprised by unexpected shipping costs. 

By combining this feedback with behavior insights, you’ll know exactly what to fix—and create a smoother experience for your customers.

Find out what customers really think about your site with Contentsquare’s Feedback Collection widget

4. Kissmetrics

Kissmetrics is a customer behavior analytics tool that focuses on the user, providing in-depth data about the user experience by connecting the data it collects to a real person. Kissmetrics lets you view a user’s full customer journey and identify the drop-off points for every flow on your site.

Key features and benefits

For SaaS companies, Kissmetrics lets you segment different types of customers based on their usage of your product. Its customer segmentation metrics show you who your best customers are, how you originally acquired them, and which features they prefer. This will help you design future versions of your product with these customers in mind.

For ecommerce businesses, in addition to helping you identify who your big spenders or regular customers are and seeing how you acquired them, Kissmetrics helps you find out whether your first-time and repeat purchaser populations are growing or shrinking and discover the lifetime value of your customers by segment. 

You can also check where customers drop off during checkout, and take action to prevent drop-offs—like sending your customers a targeted email just as they leave to encourage them to continue their purchase.

5. Woopra

Woopra tracks how customers interact with your website. Similar to Kissmetrics, the focus is on individual users, and Woopra gives you insights throughout the customer journey, building up a detailed profile for each customer in real-time. You can view data about the most recent pages users have visited and their social media profiles.

Key features and benefits

Woopra helps you segment users by behavior and engagement to build a picture of your best customers and discover their preferences to design for their needs.

Find out which marketing campaigns are most successful and which geographical area accounts for most of your signups, helping you make your site and advertising more effective and targeted in the future.

You can even set up Woopra to send messages to users encouraging them to re-engage with your site when you notice they’re about to drop off.

💡 Pro tip: the real wins in customer journeys come from untangling the tricky parts—those that happen over time and across devices. With Contentsquare’s Advanced Journey Analytics, you can track how visitors move across devices—like browsing on their phone at lunch, revisiting on a work laptop, and completing a purchase on a tablet. 

If you spot drop-offs during these switches, it’s a cue to improve consistency—like saving their cart or streamlining logins. These insights help you create a seamless experience that keeps users moving toward conversion. 

Contentsquare helps you find the hidden paths and unexpected journeys that users take on their way to a conversion

6. Plausible

A privacy-friendly alternative to Google Analytics, Plausible offers open-source web analytics without cookies. It tracks unique visitors, total page views, bounce rates, visit duration and tells you where your users are coming from.

Key features and benefits

One of Plausible’s main advantages is its lightweight script, which is 45 times smaller than the one used by Google Analytics. This means your site will load faster as you reduce your carbon footprint.

You can use Plausible metrics in much the same way as Google Analytics to track events, goal conversions, and campaigns, segment your audience, and track outbound links. Since all site measurement is anonymous, you won’t need cookie banners or GDPR consent opt-ins.

7. Amplitude

Amplitude is a product analytics tool that helps you create customer journey maps to understand your user's experience. It tracks all the main events in a customer’s journey—from feature engagement to shopping cart abandonment—and lets you analyze user behavior across different devices.

Key features and benefits

Amplitude’s insights help you predict combinations of user actions that translate to customer purchases and loyalty.

Amplitude also lets you see individual-level user behavior to help you target users with action-dependent messages to lower drop offs.

💡 Pro tip: want a shortcut for mastering your product analytics? Meet Sense AI in Contentsquare.

Just type your question into the search bar, chat-style, and CoPilot will handle the analysis for you. It even shows the events and queries behind the results.

Get clear answers to your product analytics questions, complete with diagrams and a breakdown of the data CoPilot crunched to create them

Social media customer analytics tools

8. Brandwatch

Brandwatch is an AI-powered analytics tool that helps businesses understand how consumers feel about their products and customer experience. It tracks mentions of brands, products, and keywords, so you can monitor online chatter about your own brand and products, along with those of your competitors.

Key features and benefits

Brandwatch helps you analyze online conversations in your sector to benchmark your product's or website's performance against your competitors to see how you compare, and spot ideas for improvement and opportunities for growth.

The tool also lets you quickly identify negative reviews about your product experience and respond to customers to turn the conversation around. Another feature of Brandwatch is that it helps you find social media influencers that can help you build trust and credibility with your users.

9. Brand 24

Brand24 is another online reputation tool that lets you track customer analytics for your product and the user experience you offer across the web and social media. It also tracks hashtags and keywords relevant to your industry to see how users react to mentions of your brand, including likes, shares, and comments.

Key features and benefits

Use Brand 24’s advanced sentiment detection to segment positive, negative, and neutral mentions of your website and product experience to quickly follow up on online feedback, convert leads into customers, and respond to dissatisfied customers.

You can also use the software to test social media campaigns to see which hashtags and posts are most effective in building better product awareness and a stronger social media presence.

10. Sprout Social

Sprout Social provides analytics for your brand’s presence on social media platforms. It tracks mentions, hashtags, likes, and comments so you can evaluate the success of your social media campaigns among customers and potential customers.

Key features and benefits

Sprout Social uses a centralized inbox that allows you to monitor and reply to messages across different social media platforms. It also generates content suggestions with fresh ideas to help you add to the discussion around trending topics.

Another useful Sprout Social tool is its chatbox function, which you can use to communicate with your customers via X DMs or Facebook conversations.

Combine top customer analytics tools to create an amazing product experience

Collecting reliable data about your customers is the best way to understand who they are and what they want from your business. 

But there isn’t a single tool that can deliver all the customer insights you need. Instead, put together a varied tech stack that includes web metrics and social media metric tools, and digital experience insights tools, like journey analysis, heatmaps, and session replays.

This combination of quantitative and qualitative data will give you a complete picture of your customer's experience and help you identify the next action you need to take to help them achieve their goals and create satisfaction. 

FAQs on customer analytics tools