Let’s face it: Starting a new business from the ground up isn’t easy. Chances are you don’t have much money to splurge on the (seemingly) endless stream of marketing tools available.
Below are some of the best tools to help you track and analyze user behavior on your website and social channels. I’ve considered overall capabilities, ease of use, and cost-to-benefit ratios for tools that have both free and paid options.
All analytics tools on this list are pretty easy to set up, with little-to-no coding or technical experience needed.
Best Tools for Data Collection
Google’s website and app tracking platform. The most widely used tool that shows you what pages visitors interact with, where they came from (search, social, etc), and whether they completed any goals you set like filling out a form or making a purchase.
Since the update to GA4, many users have complained that the interface is not as easy to work with. Check out Skillshop for free training on Google Analytics.
Price:
100% free.
Good for:
- Direct integration to Google Ads if you’re running YouTube or paid search campaigns
- Setting up and tracking conversion goals for eCommerce websites
An alternative to Google Analytics that doesn’t use cookies (temporary files that track user behavior; requires user consent) to work. The dashboard gives you baseline information on visitor locations, page views, and devices used to visit your site.
Price:
Free to start with the hobby plan. Paid plans start at $20/month with 14-day free trial.
Good for:
- Quick traffic snapshots
- GDPR compliance
Like Umami, this is a cookie-free analytics tool that displays essential traffic metrics in a minimalist interface. You can track traffic sources, top pages, and conversions on one page.
Price:
Plans start at $9/month with free 30-day trial.
Good for:
- GDPR compliance
- No-frills view of general & campaign traffic
Amplitude Web Analytics takes tracking a step further than GA4 by allowing you to view in-depth ad campaign performance across all channels. It also integrates user behavior tracking like heatmaps and surveys in one tool, giving you a more complete picture of what happens once someone visits your website.
Price:
Free up to 10k MTUs (monthly tracked users who visited your site). Paid plans start at $588/year.
Early-stage startups can also apply to get 1 year of the Growth plan for free.
Good for:
- Understanding user behavior and traffic in one place
- Product performance insights
Best Tools for Tracking User Behavior
A behavioral analytics tool that shows you heatmaps and session recordings of how users interact with your website. AI-powered insights help you make sense of user behavior easily.
Price:
100% free.
Good for:
- Understanding where users drop off on key pages
This behavioral analytics tool focuses on session replays, using AI to uncover potential issues affecting user experience on your site.
Price:
Free plan tracks up to 1,000 sessions/month. Paid plans start at $69/month for web; $139/month for mobile.
Good for:
- Websites and mobile apps
- Detailed AI summaries that explain issues & offers solutions in plain language
Like Microsoft Clarity, Crazy Egg offers heat maps and screen recordings of user interactions with your site. It also includes A/B testing that you can set up in just a few clicks.
Price:
Instant Heatmaps is 100% free. Paid plans start at $348/year.
Good for:
- Easy experiments that don’t need a developer
Best Tools for Social Media Performance Tracking
Native Social Media Tools
Every social platform (ie. TikTok, Meta, LinkedIn) has their own reporting tools. They show you how posts are performing, audience demographics, and when they’re most active. Some platforms might not show you detailed demographics until you reach a certain number of followers.
Price:
100% free.
Good for:
- When you’re only focused on posting to 1 – 2 platforms
A post-scheduler and analytics tool that tracks social media performance on Facebook, LinkedIn, Instagram, and X (formerly Twitter). It also uses audience engagement metrics to suggest the best time to publish content.
Price:
Free up to 3 platforms. Paid plans start from $6/month per social channel with free 14-day trial.
Good for:
- Creators or businesses who post to multiple platforms
This social media management tool has some pretty detailed performance reporting available. You can see how content is doing on both a per-platform and unified view. Metricool also lets you view competitor profiles to help you identify gaps in your own social strategy.
Price:
Free for 1 brand with reporting limited to 30 days. Paid plans start from $22/month.
Good for:
- Cross-platform reporting that also includes Pinterest
- Easy access to competitive analysis, especially in the early stages of building a social presence
Zoho Social is an all-in-one social media management tool made for businesses of all sizes, including individuals and content creators. Track engagement at both the profile and post level, with custom & scheduled reporting available.
Price:
Free tier for up to 6 social channels (1 account per channel). Paid plans start at $100/year.
Good for:
- Cross-platform tracking that also includes activity for local businesses listed on Google My Business