30 Best Marketing Measurement Tools In 2025
10 Best Marketing Measurement Tools Shortlist
Looking to put a business case together right away? Here’s a list of the top 10 marketing measurement tools along with what I found each does best:
Marketing measurement tools are the unacknowledged fund managers of the marketing world. Those dashboards contain all the information you'll need to justify next year's marketing budget.
Plus, they also help you find and fix marketing performance problems. However, in a situation where options abound, it can be challenging finding the right marketing measurement software that aligns with your marketing goals.
Well, worry no more. With my marketing acumen and our detailed software rating system, we've picked the top marketing measurement software to help you decide what worked and what didn't.
Why Trust Our Software Reviews
Best Marketing Measurement Tools Summary
This comparison chart summarizes pricing details for my top marketing measurement tools selections to help you find the best one for your budget and business needs.
| Tool | Best For | Trial Info | Price | ||
|---|---|---|---|---|---|
| 1 | Best for simple, automated marketing reports | 15-day free trial | From $42/month (billed annually) | Website | |
| 2 | Best for custom marketing KPIs | Free demo available | Pricing upon request | Website | |
| 3 | Best for email and SMS marketing measurement | Free plan available | From $45/month | Website | |
| 4 | Best for marketing automation and consumer tracking | Free plan + demo available | From $800/month + $45/month for additional seats | Website | |
| 5 | Best for measuring competitor’s marketing campaigns | Free plan available | From $129/month | Website | |
| 6 | Best for measuring website performance | Free plan available | Free for small and medium-sized businesses | Website | |
| 7 | Best for SEO auditing | 30-day free trial | From $99/user/month | Website | |
| 8 | Best for handling enormous amounts of marketing data | 14-day free trial | From $75/user/month (billed annually) | Website | |
| 9 | Best for understanding how visitors experience websites | Free plan available | From $39/month (billed annually) | Website | |
| 10 | Best for fine tuning specific digital marketing campaigns | 30-day free trial + free demo | From $299/month (billed annually) | Website |
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Eloqua
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.3 -
Optimizely
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.2 -
Uberflip
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.3
Best Marketing Measurement Tool Reviews
Below are my detailed summaries of the best marketing measurement tools that made it onto my shortlist. My reviews offer a detailed look at the key features, pros & cons, integrations, and ideal use cases of each tool to help you find the best one for you.
DashThis is an automated marketing reporting platform that offers an eye-catching design and customizable dashboards to adapt to your needs.
Why I picked DashThis: I like that DashThis makes measuring marketing metrics simple with over 34 integrations with digital marketing platforms to consolidate data in one place. Its automation features include pre-made and custom templates and cloning options so you don't need to spend time creating reports from scratch, preset widgets and dashboards, and daily data importation.
DashThis Standout Features and Integrations
Features include unlimited client accounts, data sources, and users, report sharing options, white label and report customization, including custom domains and themes, a drag-and-drop widget interface, and multiple currencies and language support.
Integrations include Google Analytics, TikTok Ads, HubSpot, Klaviyo, Facebook Insights, Google Ads, Facebook Ads, Instagram, LinkedIn, YouTube, Google Search Console, Google My Business, SEMrush, Moz, Ahrefs, Mailchimp, Campaign Monitor, and more.
Pros and cons
Pros:
- Visually-appealing data visualization
- Many integration options available
- Intuitive and easy to navigate platform
Cons:
- Occasional data sync delays, requiring manual refresh
- Limited chart types
New Product Updates from DashThis
DashThis's AI Insights Beta Now Open to Everyone
DashThis introduces AI Insights Beta for actionable data narratives, giving marketers instant summaries, opportunities, wins, and issues directly from their dashboards. This update empowers users to make faster, data-driven decisions by turning raw metrics into clear, strategic insights. For more information, visit DashThis's official site.
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Adverity is a data platform designed to help marketing teams collect, transform, and analyze data from various sources. It enables you to bring together marketing data into one place, making it easier to compare and understand performance across channels.
Why I picked Adverity: I picked Adverity because it lets you define custom metrics with its calculated KPIs, helping your team track exactly what matters for your marketing goals. You can also standardize and harmonize data from different sources, which is key when you're pulling in performance metrics from multiple platforms. These features make it easier to compare campaigns across channels and ensure your reports are accurate. With Adverity, you’re not stuck with default metrics—you can build the measurements that actually match your strategy.
Adverity Standout Features and Integrations
Features include data governance tools, real-time data integration, customizable dashboards, advanced data mapping, support for big data analytics, AI integration, data storage options, data sharing capabilities, performance monitoring tools, data transformation functions, data normalization features, and data visualization options.
Integrations include Google, Meta, TikTok, Google BigQuery, Looker Studio, Facebook Ads, Amazon Advertising, Hubspot, Salesforce, Amazon S3, Snowflake, and Microsoft Azure.
Pros and cons
Pros:
- Provides the ability to create personalized dashboards
- Can harmonize data from various sources
- Scalable for businesses of various sizes
Cons:
- The initial setup can be complex and time-consuming
- Certain features may require technical knowledge
New Product Updates from Adverity
Adverity Simplifies Data Conversations With New Editing and Export Tools
Adverity has enhanced its Data Conversations feature with new tools for exporting tables to Google Sheets and improving notebook editing. These updates make it easier to share insights and manage analytics documentation efficiently. For more information, visit Adverity's official site.
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Klaviyo is a marketing automation platform designed to help businesses build smarter digital relationships with their customers.
Why I picked Klaviyo: The platform offers detailed metrics, including open rates, click-through rates, and conversion rates, providing clear insights into campaign performance. Klaviyo's customizable dashboards and real-time data updates allow businesses to monitor and optimize their marketing efforts effectively. This level of detailed measurement helps businesses make data-driven decisions to enhance their email and SMS marketing strategies, ensuring maximum engagement and ROI.
Klaviyo Standout Features and Integrations
Features include A/B testing, multichannel campaigns, predictive analytics, drag-and-drop email builder, customizable signup forms, real-time reporting, pre-built templates, and customer journey tracking.
Integrations include Shopify, Salesforce, Wix, WooCommerce, Adobe Commerce (Magento), BigCommerce, Google Analytics, Facebook Ads, Instagram, Stripe, PayPal, QuickBooks, Zendesk, and Slack.
Pros and cons
Pros:
- Robust reports with AI predictive analytics
- Good campaign automation capabilities
- Wide range of email templates
Cons:
- Can't embed videos in emails
- Can get expensive with more active profiles
HubSpot Marketing is a comprehensive CRM integration tool that offers a wide range of features for managing marketing, sales, customer service, and content management. Its unique selling point lies in its ability to integrate all these functions into one platform, making it a powerful and efficient tool for businesses.
Why I picked HubSpot Marketing: HubSpot Marketing's unique use case is AI-powered lead generation and marketing automation, integrating Clearbit for effective outreach and targeting. It offers a comprehensive CRM integration, including features such as lead scoring, interaction tracking, and sales forecasting. What makes HubSpot stand out is its wide range of tools for social media management, email marketing, and sales, making it a one-stop solution for all marketing needs. Additionally, its mobile app availability and task management features make it a convenient and efficient choice for comprehensive CRM integration.
HubSpot Marketing Standout Features and Integrations
Features include marketing automation, which allows users to automate repetitive tasks such as email marketing, social media posting, and ad campaigns using workflows, chatbots, and email triggers.
Integrations include Gmail, Google Calendar, Outlook, Zapier, Google Ads, Facebook Ads, Zoom, Slack, LinkedIn Sales Navigator, Mailchimp, Instagram, Twitter, Canva, Salesforce, Eventbrite, WooCommerce, Aircall, Jotform, Stripe, Hotjar, Asana, Supermetrics, Import2, Webflow, and Jira.
Pros and cons
Pros:
- Integrated CRM and marketing automation processes
- Behavioral event tracking
- A/B testing for smart content
Cons:
- Automation complexity
- Data export limitations
Ahrefs provides tools that help businesses measure their competition’s digital marketing efforts and see how they can overtake them.
Why I picked Ahrefs: Not considering your competition’s marketing efforts when creating a marketing strategy is a huge mistake. With Ahrefs, you can get an overview of your competitors’ ranking strategies, including their organic traffic, backlink, and paid traffic campaigns. You can also analyze your competition’s content pieces and replicate their best work for your campaigns.
Ahrefs Standout Features and Integrations
Features include auditing tools that help you identify technical SEO and content optimization opportunities. Ahrefs’ keyword research feature will help you identify the keywords your customers search for and track where you rank in the search engine results for those terms.
Integrations include over 30 native connections with some of the most popular business applications. These include platforms such as AgencyAnalytics, DashThis, Databox, Desktop.com, Google Search Console, Klipfolio, Marketing Miner, Rambox, Rank Ranger, Reportz, and other software options. Ahrefs also provides an API that allows you to create custom integrations.
Pros and cons
Pros:
- Crucial for rank tracking
- Essential for search engine presence
- Excellent for keyword discovery
Cons:
- Doesn’t check bulk search engine ranks
- No free trial or plan
Google Analytics is the ideal measurement tool that allows marketing teams to monitor website performance from a single dashboard. It allows you to see what is bringing visitors to their site, where sales come from, how long audiences stay on parts of a website, and many more beneficial metrics.
Why I picked Google Analytics: I chose this marketing measurement tool because it’s widely considered to be the standard platform for monitoring your website’s performance. Google Analytics is best for tracking metrics such as visitors, referrals from other channels, and conversion rates. With this information, you can identify areas of your website that are performing well and where you need to make improvements.
Google Analytics Standout Features and Integrations
Features include the ability to collect comprehensive demographic data regarding your audience. When implementing content marketing strategies, Google Analytics can measure engagement to help you determine which topics are most popular. You can also rely on the platform to measure your social media marketing efforts and other custom campaigns’ effectiveness.
Integrations include over 1,000 native connections with tools to help increase your team’s productivity. These integrations include platforms such as Freshservice, GetResponse, HoneyBook, Jotform, Mailchimp, Orange Logic, Outgrow, Salesforce, SEMrush, Zendesk, and other software options.
Pros and cons
Pros:
- Easy to implement
- Effectively tracks campaigns
- Customizable data
Cons:
- Amount of data is overwhelming
- Doesn’t capture user-level data
Moz Pro provides features that enable marketing teams to audit their website to determine what improvements to make to help it rank well on search engines.
Why I picked Moz Pro: When creating an SEO marketing strategy, you will need to understand what changes to make on your website to help it rank on search engines. The SEO audit tool from Moz Pro will crawl your entire site and discover what you need to do to optimize it for search engine ranking. The site crawl tool will place the issues it finds under critical or warning categories that will help you find and fix critical technical SEO issues immediately.
Moz Pro Standout Features and Integrations
Features include a link explorer tool that allows you to get the information you need to perform more effective link-building campaigns. The Fresh Web Explorer feature will help you find recent mentions of your brand on the internet.
Integrations include Google Analytics and WebCEO to help you connect more data to Moz Pro and get even deeper insights. Moz Pro also provides an API that you can use to create custom integrations.
Pros and cons
Pros:
- Simplifies finding technical SEO issues
- Excellent backlink analysis
- Provides detailed SEO data
Cons:
- Free trial has limited features
- User interface isn’t user-friendly
Tableau can help businesses with enormous amounts of marketing campaign data and process it for organization-wide analysis. The software can display relevant information in attractive reports and charts.
Why I picked Tableau: I put Tableau on this list for consideration by large organizations with vast amounts of marketing measurement data. Tableau can process your entire dataset in a matter of minutes instead of waiting days or weeks. This is important as your marketing department collects more data since Tableau can handle it all without impacting performance.
Tableau Standout Features and Integrations
Features include the ability to collect data from multiple organizational departments and develop efficient visualizations. The data highlighter feature allows you to quickly identify the information you’re looking for without any difficulties.
Integrations include excellent native connection options that allow you to deploy the data you want to connect to. These native integrations include Anaplan, Box, Databricks, Dropbox, Google Analytics, Kognitio, OData, Oracle Eloqua, QuickBooks, Salesforce, and other software options.
Pros and cons
Pros:
- Connects to multiple data sources
- Numerous display possibilities
- Simple user interface
Cons:
- Training is a paid subscription
- Adjusting dashboard views is complex
Hotjar provides methods to help marketing teams see what users are doing on a website. Businesses can use this information to improve visitors’ experiences on their sites.
Why I picked Hotjar: Many of the tools I added to this list measure the results of your marketing strategies, but what makes Hotjar different is its ability to show you exactly how people experience your website after finding your campaign. Hotjar’s tools allow you to see how your audience navigates through your entire website. By mapping out your visitor’s journey on your website, you’ll be able to identify what areas of your website that need improvement.
Hotjar Standout Features and Integrations
Features include gathering holistic, actionable insights through tools such as heatmaps, surveys, and conversion funnels. Hotjar can also record real audience sessions on your website so you can get a firsthand view of their experience.
Integrations include native integrations with third-party tools such as Google Analytics, Google Optimize, HubSpot, Microsoft Teams, Mixpanel, Omniconvert, Optimizely, Segment, Slack, Unbounce, and other software options. If you have a paid Zapier account, you can create custom integrations with applications such as Airtable, Asana, ConvertKit, Mailchimp, Miro, Pipedrive, Salesforce, Smartsheet, Trello, Zendesk, and other software options.
Pros and cons
Pros:
- Easy to use
- Powerful and user-friendly
- Shows how to improve websites
Cons:
- Navigating the dashboard is complex
- Effects website speed
Kissmetrics
Best for fine tuning specific digital marketing campaigns
Kissmetrics provides actionable insights that help marketing teams identify the channels that bring the most revenue. Marketing professionals can use these insights to finetune specific marketing campaigns.
Why I picked Kissmetrics: I added Kissmetrics for your consideration because of its ability to help marketing teams measure the effectiveness of their campaigns. Kissmetrics provides valuable insights that highlight which channels are bringing in the most revenue and line them up next to each other for comparison. With the Kissmetrics Funnel Reporting tool, you can identify which campaigns are hampering your growth by segmenting traffic to see which campaigns are converting the most visitors, which allows you to grow that ideal audience and reach out to individual segments with tailored messaging.
Kissmetrics Standout Features and Integrations
Features include A/B testing that will help you identify what’s working well and what isn’t performing as expected. Kissmetrics also provides tools that allow you to get an overview of visitors’ actions on your website or digital product.
Integrations include over 40 different connections with some of the top tools used by marketing teams that will allow you to run reports from one area. These integrations include native connections such as Desktop.com, Freshpaint, GetResponse, HubSpot CRM, Mailchimp, Rambox, Sitejet, Slack, WordPress, Wrike, and other software options.
Pros and cons
Pros:
- Quick setup
- Provides a significant amount of dat
- Excellent visualization options
Cons:
- Integrations are complex
- Steep learning curve
Other Marketing Measurement Tools
Here are some additional marketing measurement tools options that didn’t make it onto my shortlist, but are still worth checking out:
- HubSpot Marketing Hub
For measuring inbound marketing campaigns
- Adobe Analytics
Diverse marketing measurement technologies
- HighLevel
For agencies
- Google Search Console
For search engine performance
- Salesforce Marketing Cloud Intelligence
For artificial intelligence
- Mixpanel
For analyzing customer behavior
- Semrush
For measuring content marketing results
- Supermetrics
For integrating 150+ data sources
- Woopra
Customer journey analytics tool
- Unbounce
For measuring the results of A/B tests
- Similarweb
For measuring all digital marketing activities
- monday.com
For marketing workflow analytics
- Mailchimp
For measuring email marketing campaign performance
- Sprout Social
For collecting social media insights
- Crazy Egg
For measuring website visitors’ experiences
- Optimizely
For testing customer experiences
- Brandwatch
For measuring social media conversation metrics
- Clicky
For discovering how visitors use a website
- Piwik PRO
For measuring visitors’ behavior
- LinkedIn Analytics
For measuring LinkedIn Page performance
Marketing Measurement Tool Selection Criteria
When selecting the best marketing measurement tools to include in this list, I considered common buyer needs and pain points like tracking ROI and integrating with existing platforms. I also used the following framework to keep my evaluation structured and fair:
Core Functionality (25% of total score)
To be considered for inclusion in this list, each solution had to fulfill these common use cases:
- Track campaign performance
- Measure ROI
- Analyze customer data
- Integrate with CRM systems
- Generate reports
Additional Standout Features (25% of total score)
To help further narrow down the competition, I also looked for unique features, such as:
- Predictive analytics
- Real-time data visualization
- Customizable dashboards
- AI-driven insights
- Multi-channel attribution
Usability (10% of total score)
To get a sense of the usability of each system, I considered the following:
- Intuitive interface
- Simple navigation
- Quick setup process
- Minimal training required
- User-friendly design
Onboarding (10% of total score)
To evaluate the onboarding experience for each platform, I considered the following:
- Availability of training videos
- Access to interactive product tours
- Provision of templates
- Support through chatbots
- Offering of webinars
Customer Support (10% of total score)
To assess each software provider’s customer support services, I considered the following:
- Availability of 24/7 support
- Response time to inquiries
- Quality of the help center
- Access to live chat
- Provision of dedicated account managers
Value For Money (10% of total score)
To evaluate the value for money of each platform, I considered the following:
- Competitive pricing
- Availability of free trials
- Custom pricing options
- Cost vs. features offered
- Discounts for long-term contracts
Customer Reviews (10% of total score)
To get a sense of overall customer satisfaction, I considered the following when reading customer reviews:
- Overall satisfaction ratings
- Frequency of updates
- Praise for customer support
- Feedback on ease of use
- Highlight of any recurring issues
How to Choose Marketing Measurement Tools
It’s easy to get bogged down in long feature lists and complex pricing structures. To help you stay focused as you work through your unique software selection process, here’s a checklist of factors to keep in mind:
| Factor | What to Consider |
|---|---|
| Scalability | Will the tool grow with your business? Consider future needs and whether the tool can handle increased data or users without extra cost or complexity. |
| Integrations | Does it work with your current systems? Check compatibility with your CRM, email marketing, and other essential platforms to avoid workflow disruptions. |
| Customizability | Can you tailor it to your needs? Look for options to adjust dashboards, reports, and metrics to fit your team’s specific goals and processes. |
| Ease of use | Is it user-friendly? Consider if your team can quickly learn the tool and use it effectively without extensive training or support. |
| Implementation and onboarding | How long will it take to get started? Assess the setup time, available support, and resources needed to integrate the tool into your existing workflow. |
| Cost | Does it fit your budget? Compare the pricing against your budget, considering both short-term expenses and long-term value. Look for hidden fees or upgrade costs. |
| Security safeguards | Is your data protected? Ensure the tool meets your company’s security standards, including data encryption and compliance with relevant regulations like GDPR. |
What Are Marketing Measurement Tools?
Marketing measurement tools are software and applications designed to track and analyze the performance of marketing campaigns. They provide key metrics such as engagement rates, conversion rates, ROI, and customer behavior patterns.
The purpose is to enable businesses to quantify the effectiveness of their marketing strategies, identify areas for improvement, and understand customer responses., to assess whether you’ll get the value for the money you would be investing.
Features
When selecting marketing measurement tools, keep an eye out for the following key features:
- Data integration: Connects with various platforms to gather comprehensive insights from different sources, ensuring a holistic view of marketing efforts.
- Real-time analytics: Provides up-to-the-minute data to help make timely decisions and adjust campaigns as needed.
- Customizable dashboards: Allows users to tailor their view to focus on the most relevant metrics and reports for their needs.
- ROI tracking: Measures the return on investment of marketing activities to determine the effectiveness and profitability of campaigns.
- Predictive analytics: Uses historical data to forecast future trends and outcomes, aiding in strategic planning.
- Multi-channel attribution: Identifies the contribution of each marketing channel to the overall success, helping to allocate resources effectively.
- User-friendly interface: Ensures ease of use, allowing team members to navigate the tool without extensive training.
- AI-driven insights: Leverages artificial intelligence to uncover patterns and suggestions for optimizing marketing strategies.
- Security safeguards: Protects sensitive data with encryption and compliance with regulations like GDPR.
- Reporting and visualization: Generates clear, visual reports that make data easy to understand and share with stakeholders.
Benefits
Implementing marketing measurement tools provides several benefits for your team and your business. Here are a few you can look forward to:
- Improved decision-making: With real-time analytics and AI-driven insights, you can make informed decisions quickly and adjust strategies as needed.
- Enhanced ROI understanding: ROI tracking helps you see which campaigns are delivering value, allowing you to focus resources on the most profitable initiatives.
- Better resource allocation: Multi-channel attribution shows how each channel contributes to success, helping you allocate budgets and efforts more effectively.
- Increased efficiency: Customizable dashboards and user-friendly interfaces save time by providing access to the most relevant data without complex navigation.
- Future planning: Predictive analytics offer foresight into trends, supporting strategic planning and proactive marketing adjustments.
- Data security: Security safeguards ensure that your data is protected, meeting compliance standards and maintaining customer trust.
- Clear communication: Reporting and visualization features make it easy to share insights with stakeholders, facilitating transparent communication and collaboration.
Costs & Pricing
Selecting marketing measurement tools requires an understanding of the various pricing models and plans available. Costs vary based on features, team size, add-ons, and more. The table below summarizes common plans, their average prices, and typical features included in marketing measurement tools solutions:
Plan Comparison Table for Marketing Measurement Tools
| Plan Type | Average Price | Common Features |
|---|---|---|
| Free Plan | $0 | Basic analytics, limited integrations, and standard reporting. |
| Personal Plan | $10-$30/user/month | Enhanced analytics, more integrations, and customizable dashboards. |
| Business Plan | $50-$100/user/month | Advanced analytics, multi-channel attribution, and team collaboration tools. |
| Enterprise Plan | $150+/user/month | Full feature set, dedicated support, and custom security options. |
Marketing Measurement Tools FAQs
Here are some answers to common questions about marketing measurement tools:
What are the different types of marketing measurement tools?
There are two primary types of marketing measurement tools depending on how you collect data. On-site or hosted measurement tools use a piece of code that’s installed on your site to generate unique analytics related to your site. Third-party or off-site measurement tools collect insights from third-party sources, such as search engines, to generate data analytics about multiple websites. Within these two groups, marketing measurement tools fall into the following five categories:
- Traditional Analytics: These provide quantitative website traffic data, such as page views and bounce rate.
- Behavior Analytics: This category involves individual or aggregate qualitative website visitor behavior data.
- Customer Journey Analytics: You can use marketing measurement tools in this category to monitor customer touchpoint data across multiple channels.
- Content Analytics: These are editorial analytics that will measure website content performance.
- SEO Analytics: This category provides data on keyword performance, search traffic, backlinks, and competitors.
Do marketing measurement tools support multi-channel tracking?
Choose one that unifies data across digital, social, and offline touchpoints. This helps you avoid double-counting or missed influence.
How do marketing measurement tools handle scalability?
Ask how they manage large datasets and user access. They should keep speed and consistency as your data grows.
How do I check data quality in marketing measurement tools?
See if they connect to raw data sources, automate imports, and keep naming consistent. Poor data quality makes your reports unreliable.
What’s Next:
If you're in the process of researching marketing measurement tools, connect with a SoftwareSelect advisor for free recommendations.
You fill out a form and have a quick chat where they get into the specifics of your needs. Then you'll get a shortlist of software to review. They'll even support you through the entire buying process, including price negotiations.