Top 10 Website Analytics platforms

Important news about Website Analytics platforms

2023. Mixpanel moves into marketing data with its latest product



In the grand and somewhat mystifying cosmos of analytics, Mixpanel has long been the quiet purveyor of all things product usage—until, of course, the bewildering death of third-party data and cookies turned the data world on its head. Suddenly, product data, once the exclusive snack of product teams, became a gourmet feast craved by departments across the company galaxy. Sensing the cosmic shift, Mixpanel unveiled Mixpanel Marketing Analytics, a tool that practically hands marketing teams the keys to the data universe. This wonder of modern querying allows marketers not only to access the precious data but also to make highly intelligent guesses about what on Earth their customers are up to, all in the name of improving their experience (whatever that might mean on any given Tuesday). The system even features job-specific templates and a streamlined interface, so product and marketing teams alike can dive into data without getting tangled in it—a small miracle in the vast, baffling sea of metrics.


2020. Microsoft launched website analytics platform Clarity



Microsoft, in a move that could be described as boldly going where plenty of analytics have gone before but with a particularly snazzy hat, has launched Clarity. This dazzling dashboard is designed to illuminate website engagement like a cosmic flashlight, shedding light on what tweaks could zap your UI into something closer to perfection while enhancing the elusive art of online customer delight. Functioning with the casual elegance of a social media dashboard (but with fewer memes), Clarity divides its insights into four sections. Like Google Analytics, but wearing an entirely different tie, it leans heavily into heatmap wizardry. The Heatmap and Recording panels, the real stars of this show, reveal where users click, scroll, and generally fidget about your pages. Meanwhile, the Dashboard delivers crisp summaries of UI and page performance, and Settings quietly ensures everything ticks along in cosmic harmony. The Heatmap panel, in particular, offers a two-act performance: a click map to spotlight the hotspots of user clicks and a scroll map to trace the majestic journey of users as they explore the ups and downs of your site.

2020. Google Analytics 4 allows to combine website and mobile app statistics



In a move that feels as inevitable as the invention of tea, Google has unveiled a delightfully bewildering update to its website analytics platform, Google Analytics 4. The headliner here is the App + Web resource type, a fantastical contraption that seamlessly merges data from websites and mobile apps into unified reports fit for the sort of deep pondering best reserved for late-night biscuits. On top of that, the whole system has been given a sprightly overhaul, with analytics tools polished to a shine, visualizations of user behavior that feel oddly intuitive, and an "Event + Parameter" model that, if you squint, might just remind you of an improbably intelligent towel folding itself. For online merchants, there’s the rather ingenious addition of user-group predictions, cleverly calculating the odds of customers either placing an order or vanishing into the ether over the next seven days. Meanwhile, for those of us allergic to change, the trusty old Universal Analytics (UA) still lingers, allowing a cozy coexistence with GA4—because, let’s face it, working exclusively with something entirely new is as awkward as explaining Vogon poetry to a houseplant.


2018. Piwik rebrands as Matomo



After 10 years of Piwik and the remarkable achievement of building the leading open-source analytics software that gives every user complete control of their data, the developers are now looking forward to the next chapter. Thus, Piwik, the community project, will now become Matomo. The only change is our name; everything else remains the same. With the strong emphasis on privacy worldwide and the upcoming privacy regulations about to be enacted in Europe, it is clear that the developers were on the right mission from the very start. With the forthcoming major release Matomo 4.0 planned for this year, new privacy protections will provide users with the tools to be compliant with the GDPR privacy laws. And Matomo will evolve in line with these regulations, with a very clear and focused vision.


2016. Google Analytics adds automated insights



In the world of digital analytics (where the numbers roam free and bewildering in vast, sprawling quantities), Google Analytics has kindly decided to do a bit of the hard work for you. Now, on iOS and Android, it takes a gentle tap of your finger to unveil the Assistant screen, where curious data insights automatically pop up like unexpected party guests. Imagine: one day, your app or website suddenly explodes with new users, and, rather than leaving you to ponder endlessly over why they arrived, Google Analytics waves a friendly flag to say, "Look here! Here's exactly where they're coming from!" Or, if you're an e-commerce wiz, it cheerfully points out which products are flying off the digital shelves. This isn’t new information per se—Google Analytics has been quietly following these trends for ages—but now it all appears in a quick-to-read card format, saving businesses from the existential struggle of clicking aimlessly around for the insights they desperately need.


2016. New Google Analytics app improves user experience


The latest version of Google Analytics app (3.0) includes a few features heavily influenced by chat platforms. Google has simplified the navigation in the app. The cleaner interface makes reports easier to view and metrics and dimensions appear within scorecards. I found the scorecards reminiscent of the widgets in the Google Analytics dashboards.  The scorecards list a few top dimensions in a given report. Creating a familiar brief view of metrics and dimensions takes advantage of familiar tablet and smartphone user behaviors. Users can swipe to maneuver to their intended dimensions and the shorter listing permits easier discovery of reports to bookmark.


2016. Mobile analytics service App Annie raised $63 Million



App Annie, which assists developers, investors and journalists seeking to better understand app rankings and trends, has secured $63 million in Series E financing. This investment comes nearly a year after App Annie raised $55 million and brings the company’s total funding to approximately $157 million. The new funds are intended to support the company’s already rapid expansion. Currently, the company reports 500,000 registered users, with “hundreds” paying for its advanced analytics services through annual subscriptions. On average, a yearly contract costs a subscriber $80,000 per annum.


2015. Google Analytics adds Calculated Metrics



Google, in its infinite wisdom and mildly alarming omnipresence, has unveiled a shiny new toy for Google Analytics known as Calculated Metrics. This delightful contrivance allows users to fashion their own custom metrics out of the primordial soup of existing Google Analytics metrics, sparing them the bother of fiddling with numbers elsewhere. Imagine it as a cosmic shortcut to conjure up compound metrics, the sort that inevitably crop up in the eldritch rituals of business intelligence. Take, for example, an e-commerce retailer—let’s call them Zarquon’s Socks—who might wish to create a currency conversion metric by taking the Revenue metric and multiplying it by the galactic exchange rate of the day. You’ll find this gem tucked away in the admin panel, under the view column, naturally. Where else would it be?


2015. Website personalization service Optimizely raises $58M



Optimizely, the company renowned for A/B testing, has secured $58 million in funding. While Optimizely is primarily recognized for its tools that enable customers to test various versions of their website and identify the most effective one, it is now expanding into new domains, including the launch of Optimizely for iOS last year and more recently, the introduction of Optimizely Personalization. Optimizely has emerged as the leading service for optimizing websites (according to Alexa) and mobile apps (according to MixRank). Its clientele includes CNN, Microsoft and Virgin America. Despite numerous other companies offering their own A/B testing tools, Optimizely stands out by focusing on creating “best in class products” and integrating with a range of partners.


2015. App analytics company Keen IO goes open source



Keen IO, the company that enables clients to build their own analytics solutions without creating the infrastructure from scratch, announced today that it’s open-sourcing one of its crucial features. By open-sourcing these tools, Keen IO is allowing customers to integrate the interface into their own internal sites and apps, customize it and potentially enhance it and contribute improvements. For instance, a client like millennial-focused publisher Mic could provide their journalists with a space where they can query the data independently, rather than relying solely on “pre-digested reports.”