November 23, 2023
12 min

12 Best Ecommerce Analytics Tools To 10X Business in 2024 (Compared)

Explore the indispensable role of ecommerce analytics in understanding customer behavior, optimizing marketing, and improving inventory management.
12 Best Ecommerce Analytics Tools To 10X Business in 2024 (Compared)
Table of contents

eCommerce analytics is the cornerstone of strategic decision-making, empowering online businesses with critical insights for growth and sustainability.

This post delves into the vital role of ecommerce analytics, exploring how it transforms customer understanding, optimizes marketing efforts, streamlines inventory management, and enhances overall user experience, ultimately providing a competitive edge in the digital marketplace.

Key Takeaways from this Post

Deep Customer Insight: Ecommerce analytics provide invaluable insights into customer behaviour, preferences, and purchasing patterns, enabling businesses to personalize experiences and improve customer loyalty.
Marketing Optimization: By leveraging analytics, businesses can identify the most effective marketing channels, optimize their marketing spend, and conduct thorough ROI analysis, ensuring resources are used efficiently.
Inventory and Website Efficiency: Analytics play a crucial role in predicting product demand and understanding seasonal trends for effective inventory management, as well as enhancing the user experience on the website to boost conversion rates.
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Why Ecommerce Analytics is Vital

In the rapidly evolving world of e-commerce, having a data-driven approach is no longer a luxury but a necessity. E-commerce analytics provide valuable insights that are crucial for the growth and sustainability of online businesses. Here's why:

Reason 1: Understanding Customer Behavior

  • Detailed Insights: E-commerce analytics offer deep insights into customer behavior, preferences, and purchasing patterns. By analyzing data from various touchpoints, businesses can understand what drives customer decisions, the most popular products, and the typical customer journey on their site.
  • Personalization: This understanding enables businesses to personalize their offerings, improving customer experience and satisfaction. Personalized experiences are known to increase customer loyalty and lifetime value.

Reason 2: Optimizing Marketing Efforts

  • Targeted Campaigns: Analytics help in identifying the most effective marketing channels and strategies. By understanding which campaigns are driving traffic and conversions, businesses can allocate their marketing budget more effectively.
  • ROI Analysis: It also allows for a thorough return on investment (ROI) analysis for marketing campaigns, ensuring that resources are not wasted on underperforming channels.

Reason 3: Streamlining Inventory Management

  • Demand Forecasting: Analytics play a crucial role in inventory management by predicting future product demand based on historical sales data. This helps in maintaining optimal stock levels, reducing the risk of overstocking or stockouts.
  • Seasonal Trends: Understanding seasonal trends and customer preferences aids in planning inventory ahead of peak seasons, ensuring availability of high-demand products.

Reason 4: Enhancing Website and User Experience

  • User Interaction Analysis: E-commerce analytics track how users interact with a website, highlighting areas that work well and those that need improvement.
  • Conversion Rate Optimization: By analyzing user behavior, businesses can make data-driven decisions to optimize the website layout, navigation, and content, thereby improving the overall user experience and increasing conversion rates.

Reason 5: Competitive Advantage

  • Market Trends: Keeping track of analytics helps businesses stay ahead of market trends and adapt quickly to changing consumer demands.
  • Strategic Decision Making: With accurate data at their disposal, e-commerce businesses can make informed strategic decisions, giving them a competitive edge in the market. This includes expanding product lines, entering new markets, or adjusting pricing strategies.

e-commerce analytics are not just about collecting data; they are about deriving actionable insights that can drive growth, improve customer satisfaction, and ensure a competitive advantage in an increasingly crowded online marketplace.

 Best eCommerce Analytics Tools

1. Link My Books: Accounting Data that Saves you Money Every Month

LMB Connected

Link My Books is an ecommerce accounting software designed for e-commerce businesses. It automates bookkeeping processes, ensuring accurate accounting of sales, refunds, fees, and taxes. The software is particularly tailored for platforms like Amazon, eBay, Shopify, Etsy, and integrates seamlessly with Xero and QuickBooks.


  • Automated Bookkeeping: The software automates the bookkeeping process, saving time and ensuring accuracy in accounting for all transactions.
  • Integration with Sales Channels: Easily connect sales channels such as Amazon, eBay, Shopify, and Etsy to your bookkeeping system.
  • Sync with Accounting Software: It synchronizes Amazon, Shopify, eBay, Etsy, Walmart, and TikTok Shop payouts with Xero and QuickBooks, breaking down all sales, refunds, fees, and taxes.
  • Support for Taxes: Built-in support for VAT, GST, and Sales Tax.
  • Easy Setup and One-Click Sync: The guided setup wizard simplifies the process of connecting sales channels and selecting accounts and tax rates. It offers one-click sync to send summary invoices to Xero or QuickBooks.


  • Time and Cost Efficiency: Automating bookkeeping reduces the time and cost involved in manual accounting processes.
  • Accuracy in Financial Records: Ensures all transactions are accurately accounted for, minimizing errors.
  • Easy Reconciliation: Facilitates automatic bank deposit matching, making reconciliation easier.
  • Tax Compliance: Supports various tax formats, aiding in compliance with different tax regulations.
  • Scalability for Users: Suitable for both e-commerce sellers and accountants, allowing for increased client handling without added workload.

2. Google Analytics

Google Analytics Page

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. It's essential for digital marketing and understanding web traffic.


  • Enhanced Cross-Platform Tracking
  • Unified Measurement Model
  • AI-Powered Insights and Predictions


  • Comprehensive understanding of audience interactions across platforms and devices.
  • Holistic view of user engagement and targeted marketing strategies.
  • Dynamic insights and predictive metrics for marketing optimization.

3. Hotjar

Hotjar Screenshot

Hotjar is a powerful tool that reveals the online behaviour and voice of a website's users. It combines both analysis and feedback tools to give a comprehensive understanding of how to improve site's user experience and performance/conversion rates.


  • Heatmaps
  • Recordings
  • Surveys


  • Identifies user behavior and pain points for improved conversions.
  • Gathers user feedback for informed website design decisions.
  • Optimizes user experience leading to increased conversions.

4. Looker

Looker SS

Looker is a business intelligence software and big data analytics platform that helps you explore, analyze and share real-time business analytics easily. It facilitates data-driven decision-making across organizations.


  • BI Application
  • LookerML Modeling Language
  • Multi-Cloud Capabilities


  • Unified, single source of truth for business metrics.
  • Customizable for technical and business users' collaboration.
  • Governance and action on metrics through API integration.

5. Yotpo

Yotpo SS

Yotpo is a commerce marketing cloud that provides solutions for customer reviews, visual marketing, loyalty, referrals, and SMS marketing. It helps brands leverage customer reviews and photos throughout the buyer journey to increase trust, social proof, and sales.


  • Sentiment Analysis
  • Industry Benchmarks
  • Breakdowns by Various Factors


  • Actionable insights from customer feedback analysis.
  • Comparison against industry benchmarks for improvement identification.
  • Detailed analysis by product, location, and time for targeted improvements.

6. Twilio Segment

Segment SS

Segment is a customer data platform helping engineering teams in companies like Tradesy, TIME, Inc., Gap, etc., achieve time and cost savings on their data infrastructure. It was acquired by Twilio in November 2020.


  • Data Capture & Delivery
  • Personas
  • Data Filtering & Schema Locking


  • Unmatched insight into the customer journey
  • Breaks down data for analyzing customer engagement
  • Efficiently integrates with current software like Shopify

7. Webgility

Webgility SS

Webgility is a multichannel eCommerce software providing automated accounting and inventory management, optimized for QuickBooks Desktop and NetSuite users who sell on multiple channels.


  • Ecommerce accounting automation
  • Multichannel inventory sync
  • Shipping management including 3PL and dropshipping


  • Connects with over 50 ecommerce platforms like Shopify, Amazon, eBay
  • Eliminates manual data entry, recording online income and transactions automatically
  • Manages pricing and inventory across sales channels and accounting software automatically

8. Adobe Marketing Cloud

Adobe MC SS

Adobe Marketing Cloud is a comprehensive suite for managing targeted campaigns, emails, social media, on-site ads, etc., all in one place.


  • Integration with several tools of the Adobe Suite and main marketing platforms
  • End-to-end digital marketing suite
  • Experience Manager for managing campaign assets and group collaboration


  • Data-driven insights for improving marketing campaigns and customer experience
  • Scalability to handle complex data sets
  • User-friendly platform that is easy to set up and use

9. Kount

Kount SS

Kount is a leading digital fraud prevention solution, best suited for eCommerce businesses seeking to streamline fraud detection and enhance transaction security. It's ideal for businesses of all sizes, particularly those needing advanced fraud protection.


  • Fraud Detection Specialization
  • Device Fingerprinting and User Information
  • Multiple Data Points Analysis


  • Improved Order Approval and Sales
  • Comprehensive and Balanced Fraud Prevention
  • Rapid and Invisible Processing

10. Adverity

adverity SS

Adverity is a comprehensive data platform designed for brands looking to automate and effectively manage their data sources. It's particularly beneficial for companies that require large-scale data handling and insights for business performance analysis.


  • Data Platform for Automation
  • Data Connectivity and Transformation
  • User-friendly Interface


  • Enhanced Data Control and Tracking
  • Simplified Data Dashboards
  • Campaign Optimization

11. Kissmetrics

Kissmetrics SS

Kissmetrics is ideal for eCommerce marketers and non-technical teams, offering detailed insights into customer behavior and the customer journey. It's particularly useful for emerging markets.


  • Detailed Customer Journey Insights
  • Onboarding Process Analysis
  • Customer Behavior and Revenue Tracking


  • Actionable Insights for Business Growth
  • Strategic Decision-Making Tools
  • Data Analysis and Integration

12. Crazy Egg

Crazy Egg SS

Crazy Egg is best suited for businesses needing in-depth analysis of customer interactions on their website. It's particularly effective for visualizing user behavior and improving website design for better engagement and conversion rates.


  • Heat Maps
  • Shopify Integration
  • Customer Engagement Insights


  • Improved Site Design and User Experience
  • Enhanced Conversion Rates and Marketing Campaigns
  • User-friendly Data Presentation

eCommerce Analytics Tools Compared

| Software | Features | Ideal For | Integration Capabilities | |-------------------|------------------------------------------------|-----------------------------------------------------|------------------------------------------------------| | Link My Books | Automated bookkeeping, tax support | E-commerce businesses with various platforms | Integration with Xero and QuickBooks | | Google Analytics | Enhanced tracking, AI insights, cross-platform analysis | Digital marketing, web traffic understanding | Broad integration capabilities with marketing tools | | Hotjar | Heatmaps, recordings, surveys | User behavior analysis, website optimization | - | | Looker | BI application, LookerML, multi-cloud capabilities | Data-driven decision-making, business analytics | API integration for metric governance | | Yotpo | Sentiment analysis, industry benchmarks | Commerce marketing, customer feedback analysis | - | | Twilio Segment | Data capture & delivery, personas, filtering | Customer journey analysis, data infrastructure management | Integration with software like Shopify | | Webgility | Accounting automation, multichannel inventory sync | Multi-channel e-commerce, accounting, inventory management | Integration with QuickBooks Desktop, NetSuite | | Adobe Marketing Cloud | Comprehensive digital marketing suite, experience manager | Targeted campaigns, social media, email marketing | Integration with Adobe Suite and marketing platforms | | Kount | Fraud detection, device fingerprinting | E-commerce businesses requiring fraud prevention | - | | Adverity | Data automation, connectivity, user-friendly interface | Large-scale data handling, campaign optimization | - | | Kissmetrics | Customer journey insights, behavior tracking | E-commerce marketing, non-technical teams | - | | Crazy Egg | Heat maps, Shopify integration, engagement insights | Website design improvement, user interaction analysis | Shopify integration |

How to choose the best ecommerce analytics tool for you

Selecting an appropriate ecommerce analytics tool is critical for the success and operational efficiency of your online business. An ideal tool not only gathers data but also offers actionable insights, guiding strategic decisions. Let's dive into the detailed criteria to consider:

1. Specificity for Ecommerce

  • Purpose-Built for Ecommerce: Ensure the tool is specifically engineered for ecommerce requirements. It should offer specialized integrations, metrics, and features tailored to online retail activities and challenges.
  • User Focus: Different roles within your organization require different data insights. Tools vary greatly in their utility - some are designed for in-depth analytical tasks suitable for data scientists, while others offer high-level overviews ideal for executives. Choose a tool that aligns with your team's expertise and needs.

2. Integration Capabilities

  • Seamless Ecosystem Compatibility: The ideal tool should flawlessly integrate with a wide array of platforms including your primary ecommerce platforms (like Shopify, WooCommerce, Amazon), advertising channels (Facebook, Instagram, Google Ads), and customer relationship tools (email marketing platforms, SMS marketing tools, etc.).
  • Unified Data Collection: Effective integration consolidates data from various sources, enabling a comprehensive and unified view of your business operations, leading to more informed decision-making.

3. Tracking Capabilities

  • Extensive User Action Tracking: In the evolving digital landscape, especially with increasing privacy concerns and the shift away from cookies, your tool should efficiently track user actions using the latest technologies.
  • Innovative Tracking Solutions: With new challenges in digital tracking, the tool should be at the forefront of implementing alternative methods, ensuring comprehensive data collection for analysis.

4. Accuracy and Granularity

  • Uncompromised Data Accuracy: The tool must efficiently filter out noise such as duplicate data entries, irrelevant traffic, and bot activities to maintain data integrity.
  • In-Depth Data Analysis: Detailed, granular insights are crucial. They enable you to drill down into specific performance metrics, uncovering areas for optimization and opportunities for scaling.

5. Fraud Prevention

  • Advanced Fraud Detection: Opt for a tool equipped with sophisticated algorithms capable of identifying and mitigating fraudulent activities. This is crucial to safeguard your data integrity and revenue.

6. Software Integrations

  • Broad Application Compatibility: The tool should be versatile enough to integrate natively with a range of applications commonly utilized in the ecommerce space, enhancing overall data analysis capabilities.

7. Pricing

  • Value for Money: Assess the pricing in relation to the value offered. This is particularly important for smaller businesses or startups where budget constraints are significant. Look for tools that offer scalable pricing plans.
  • Accessible Entry Points: Consider tools with free or entry-level plans, offering a balance between essential features and cost, allowing you to scale as your business grows.

8. Attribution Offering

  • Accurate Sales Attribution: Your chosen tool should have a robust attribution model, clearly defining which marketing channels or tactics are driving sales, thereby preventing the overlap of attribution across multiple channels.

9. Insight Generation

  • Beyond Data – Insights and Actions: The tool should not just dump data but convert it into meaningful insights. These insights should guide you in strategic decision-making, like budget allocation and identifying growth levers.

10. User Acquisition and Retention

  • Comprehensive Customer Journey Mapping: Track and analyze how customers find and interact with your brand. Understanding acquisition channels and customer retention patterns is key to formulating long-term customer relationship strategies.

11. Conversion Rate Optimization

  • Optimization of Conversion Pathways: The tool should enable you to monitor, analyze, and optimize conversion rates. It should help identify friction points in the customer journey and measure the efficacy of any changes made.

12. Sales and Revenue Monitoring

  • In-Depth Sales Analysis: Monitoring sales and revenue performance in real-time, understanding the key drivers behind these metrics, and assessing the impact of various marketing initiatives are all crucial functions of a good analytics tool.

13. Customer Lifetime Value Analysis

  • Long-Term Customer Value Estimation: The tool should provide capabilities to calculate and analyze the long-term value of customers, considering factors like repeat purchases, loyalty, and the effectiveness of cross-selling and up-selling strategies.

14. User Experience Tracking

  • UX and Engagement Metrics: It's important that the tool tracks various user experience indicators like page load times, user engagement metrics, and customer feedback, providing insights into the overall user satisfaction.

By thoroughly evaluating these detailed criteria, you can choose an ecommerce analytics tool that not only aligns with your specific business needs but also empowers you to make informed, strategic decisions based on robust data analysis.

Simplify your ecommerce accounting (in minutes)

lmb customers

Managing ecommerce analytics efficiently is vital for any online business. The complexities of tracking customer behavior, optimizing marketing efforts, and ensuring accurate inventory management can be overwhelming. This article has navigated through various tools that cater to these needs, highlighting their unique features and benefits.

For those specifically seeking a streamlined, automated solution for their ecommerce bookkeeping needs, Link My Books stands out.

It simplifies the process of integrating sales data from platforms like Amazon, eBay, Shopify, and Etsy into accounting software like Xero and QuickBooks. By automating bookkeeping, supporting various tax formats, and ensuring easy integration with sales channels, Link My Books saves you valuable time and minimizes errors.

If you're facing the challenge of managing complex ecommerce transactions, Link My Books could be your solution. Take advantage of their free 14-day trial to experience first hand how it can transform your bookkeeping process.

Sign up now, automate your bookkeeping, and focus on growing your business with confidence. Start your 14 day free trial and take the first step towards effortless ecommerce accounting!

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