Quick Overview
- 1#1: Google Analytics - Delivers comprehensive ecommerce tracking, conversion analysis, customer segmentation, and real-time insights for online stores.
- 2#2: Adobe Analytics - Provides enterprise-grade customer journey analytics, advanced segmentation, and attribution modeling for large-scale ecommerce operations.
- 3#3: Amplitude - Offers product analytics with behavioral cohorts, funnel analysis, and revenue tracking tailored for ecommerce growth.
- 4#4: Mixpanel - Event-based analytics platform focusing on user engagement, retention, and ecommerce revenue metrics.
- 5#5: Triple Whale - All-in-one ecommerce analytics dashboard unifying ad spend, attribution, and profit tracking for DTC brands.
- 6#6: Klaviyo - Powers ecommerce revenue analytics through email/SMS performance, customer lifetime value, and flow optimization.
- 7#7: Segment - Customer data platform that collects and routes ecommerce event data to multiple analytics tools seamlessly.
- 8#8: Heap - Autocaptures all user interactions for retroactive ecommerce analytics, funnels, and session replays.
- 9#9: Northbeam - Multi-touch attribution platform optimizing ad performance and incrementality for ecommerce marketers.
- 10#10: Glew - Ecommerce BI tool delivering inventory insights, customer analytics, and personalized recommendations.
Tools were chosen based on robust feature offerings, usability, and consistent value across business scales, prioritizing those that deliver actionable insights and seamless integration with existing workflows.
Comparison Table
Compare top Ecommerce Analytics Software, including Google Analytics, Adobe Analytics, Amplitude, Mixpanel, Triple Whale, and more, to identify tools that match your business needs. This table outlines key features, use cases, and capabilities, helping readers navigate data-tracking, segmentation, and actionable insights for online sales success.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | Google Analytics Delivers comprehensive ecommerce tracking, conversion analysis, customer segmentation, and real-time insights for online stores. | enterprise | 9.7/10 | 9.8/10 | 8.2/10 | 9.9/10 |
| 2 | Adobe Analytics Provides enterprise-grade customer journey analytics, advanced segmentation, and attribution modeling for large-scale ecommerce operations. | enterprise | 9.2/10 | 9.8/10 | 7.4/10 | 8.1/10 |
| 3 | Amplitude Offers product analytics with behavioral cohorts, funnel analysis, and revenue tracking tailored for ecommerce growth. | specialized | 8.7/10 | 9.2/10 | 7.8/10 | 8.1/10 |
| 4 | Mixpanel Event-based analytics platform focusing on user engagement, retention, and ecommerce revenue metrics. | specialized | 8.4/10 | 9.2/10 | 7.6/10 | 8.0/10 |
| 5 | Triple Whale All-in-one ecommerce analytics dashboard unifying ad spend, attribution, and profit tracking for DTC brands. | specialized | 8.7/10 | 9.2/10 | 8.5/10 | 8.0/10 |
| 6 | Klaviyo Powers ecommerce revenue analytics through email/SMS performance, customer lifetime value, and flow optimization. | specialized | 8.4/10 | 9.2/10 | 7.8/10 | 7.5/10 |
| 7 | Segment Customer data platform that collects and routes ecommerce event data to multiple analytics tools seamlessly. | enterprise | 8.4/10 | 9.2/10 | 7.6/10 | 7.1/10 |
| 8 | Heap Autocaptures all user interactions for retroactive ecommerce analytics, funnels, and session replays. | specialized | 8.3/10 | 9.2/10 | 8.5/10 | 7.4/10 |
| 9 | Northbeam Multi-touch attribution platform optimizing ad performance and incrementality for ecommerce marketers. | specialized | 8.7/10 | 9.2/10 | 8.3/10 | 8.1/10 |
| 10 | Glew Ecommerce BI tool delivering inventory insights, customer analytics, and personalized recommendations. | specialized | 8.0/10 | 8.5/10 | 7.5/10 | 7.8/10 |
Delivers comprehensive ecommerce tracking, conversion analysis, customer segmentation, and real-time insights for online stores.
Provides enterprise-grade customer journey analytics, advanced segmentation, and attribution modeling for large-scale ecommerce operations.
Offers product analytics with behavioral cohorts, funnel analysis, and revenue tracking tailored for ecommerce growth.
Event-based analytics platform focusing on user engagement, retention, and ecommerce revenue metrics.
All-in-one ecommerce analytics dashboard unifying ad spend, attribution, and profit tracking for DTC brands.
Powers ecommerce revenue analytics through email/SMS performance, customer lifetime value, and flow optimization.
Customer data platform that collects and routes ecommerce event data to multiple analytics tools seamlessly.
Autocaptures all user interactions for retroactive ecommerce analytics, funnels, and session replays.
Multi-touch attribution platform optimizing ad performance and incrementality for ecommerce marketers.
Ecommerce BI tool delivering inventory insights, customer analytics, and personalized recommendations.
Google Analytics
enterpriseDelivers comprehensive ecommerce tracking, conversion analysis, customer segmentation, and real-time insights for online stores.
Enhanced ecommerce tracking providing granular, event-based insights into the full purchase journey at no extra cost
Google Analytics (GA4) is the leading web analytics platform that tracks website traffic, user behavior, and ecommerce performance metrics in real-time. For ecommerce, it offers enhanced tracking for product views, add-to-carts, checkouts, purchases, and revenue attribution, enabling detailed analysis of the shopping funnel. Businesses can segment audiences, measure ROI on campaigns, and optimize conversions using integrated Google tools like Ads and Merchant Center.
Pros
- Completely free standard version with robust ecommerce tracking
- Deep integration with Google Ads, BigQuery, and other ecosystem tools
- Advanced features like predictive analytics and funnel exploration
Cons
- Steep learning curve for GA4 interface and advanced setups
- Data sampling on free tier for high-traffic sites
- Privacy compliance challenges (e.g., consent mode for GDPR)
Best For
Ecommerce businesses of all sizes needing scalable, free analytics with seamless Google integrations.
Pricing
Free for GA4 standard; Google Analytics 360 enterprise edition with custom pricing (typically $150,000+ annually based on data volume).
Adobe Analytics
enterpriseProvides enterprise-grade customer journey analytics, advanced segmentation, and attribution modeling for large-scale ecommerce operations.
Analysis Workspace: A flexible, drag-and-drop interface for unlimited custom reports, breakdowns, and AI-powered anomaly detection unique in its visualization power.
Adobe Analytics is an enterprise-grade digital analytics platform within the Adobe Experience Cloud, specializing in tracking and analyzing customer interactions across websites, apps, and ecommerce platforms. It provides robust ecommerce-specific features like conversion funnel analysis, product performance metrics, multi-channel attribution, and advanced segmentation to optimize revenue and customer journeys. With AI-driven insights and real-time reporting, it empowers businesses to make data-driven decisions at scale.
Pros
- Exceptional depth in ecommerce metrics like merchandising eVars and cart abandonment analysis
- Powerful Analysis Workspace for custom visualizations and cohort analysis
- Seamless integration with Adobe Marketing Cloud tools and third-party platforms
Cons
- Steep learning curve requiring skilled analysts
- Complex and time-consuming implementation
- High cost prohibitive for small businesses
Best For
Large enterprises with high-traffic ecommerce sites and dedicated data teams seeking advanced, scalable analytics.
Pricing
Custom enterprise pricing based on data volume; typically starts at $50,000+ annually with add-ons.
Amplitude
specializedOffers product analytics with behavioral cohorts, funnel analysis, and revenue tracking tailored for ecommerce growth.
Behavioral Cohorts that dynamically group users by actions for precise ecommerce segmentation and experimentation
Amplitude is a robust product analytics platform designed to track and analyze user behavior across digital products, with strong applicability to ecommerce through funnel optimization, conversion tracking, and customer segmentation. It enables ecommerce teams to visualize user paths from product discovery to purchase, identify drop-off points, and measure retention and lifetime value using event-based data. Key capabilities include real-time dashboards, A/B testing integration, and predictive analytics to drive revenue growth.
Pros
- Advanced funnel and path analysis tailored for ecommerce journeys
- Scalable behavioral cohorts and retention metrics for large datasets
- Extensive integrations with Shopify, Segment, and other ecommerce tools
Cons
- Complex initial setup requiring developer resources for event tracking
- Event-based pricing can become costly at high volumes
- Steeper learning curve for non-technical users compared to simpler ecommerce tools
Best For
Mid-to-large ecommerce businesses with engineering support needing deep behavioral insights to optimize funnels and retention.
Pricing
Freemium Starter plan (free up to 10M events/mo); custom Plus ($995+/mo), Growth, and Enterprise plans based on monthly tracked users and events.
Mixpanel
specializedEvent-based analytics platform focusing on user engagement, retention, and ecommerce revenue metrics.
Flows: Visualizes complete user paths across events to uncover hidden drop-offs in the ecommerce funnel
Mixpanel is a leading product analytics platform that enables ecommerce businesses to track user events, analyze funnels, and measure retention to optimize the customer journey from browsing to purchase. It provides deep insights into user behavior, such as cart abandonment rates, conversion paths, and cohort performance, helping teams identify revenue leaks. With real-time data and advanced segmentation, Mixpanel supports A/B testing and personalized experiences to drive growth.
Pros
- Powerful event-based tracking and funnel analysis for precise ecommerce journey insights
- Real-time dashboards and cohort analysis for quick optimization decisions
- Extensive integrations with ecommerce platforms like Shopify and BigCommerce
Cons
- Pricing scales steeply with event volume, which can be costly for high-traffic stores
- Steep learning curve for setting up custom events and advanced queries
- Less built-in focus on multi-channel attribution compared to dedicated ecommerce tools
Best For
Mid-to-large ecommerce teams with technical expertise seeking granular behavioral analytics to improve conversions and retention.
Pricing
Free for up to 100k monthly tracked users; Growth plan starts at $25/month + per-MTU overage; Enterprise custom pricing.
Triple Whale
specializedAll-in-one ecommerce analytics dashboard unifying ad spend, attribution, and profit tracking for DTC brands.
Proprietary 'one-pixel' technology for flawless, cookieless tracking across all ad platforms
Triple Whale is a powerful e-commerce analytics platform tailored for Shopify merchants, aggregating data from ad platforms like Facebook, Google, TikTok, and Shopify itself into a unified dashboard. It provides deep insights into ROAS, attribution modeling, inventory management, and ad creative performance, helping brands optimize spend and scale efficiently. The tool emphasizes data accuracy through proprietary pixel technology and offers real-time alerts for issues like pixel failures.
Pros
- Unified dashboard eliminates manual data reconciliation across channels
- Advanced attribution and ROAS tracking with high accuracy
- Real-time pixel monitoring and performance alerts
Cons
- Primarily optimized for Shopify, limited for other platforms
- Pricing scales quickly with revenue and add-ons
- Steeper learning curve for non-expert users
Best For
Scaling DTC Shopify brands focused on multi-channel ad optimization and data-driven growth.
Pricing
Starts at $129/month (Starter, up to $100K revenue), scales to $1,299/month (Enterprise) plus add-ons like creative analytics.
Klaviyo
specializedPowers ecommerce revenue analytics through email/SMS performance, customer lifetime value, and flow optimization.
Revenue per recipient tracking with flow and segment-level attribution
Klaviyo is a customer data platform and marketing automation tool tailored for ecommerce, offering robust analytics on customer behavior, purchase history, and campaign performance. It excels in tracking revenue attribution, customer lifetime value, and segmentation based on real-time data from platforms like Shopify. While powerful for marketing-driven insights, it focuses more on actionable ecommerce metrics than broad web analytics.
Pros
- Deep ecommerce integrations with real-time data syncing
- Advanced behavioral segmentation and predictive analytics
- Precise revenue tracking and ROI measurement per campaign
Cons
- Pricing scales quickly with contact volume and sends
- Steeper learning curve for complex flows and analytics
- Less suited for non-marketing general analytics needs
Best For
Ecommerce brands with Shopify or similar platforms seeking marketing-focused customer analytics to optimize revenue.
Pricing
Free for up to 250 active profiles; paid plans start at $20/month and scale based on contacts (e.g., $45 for 1K-5K) plus overage for emails/SMS.
Segment
enterpriseCustomer data platform that collects and routes ecommerce event data to multiple analytics tools seamlessly.
Its vast ecosystem of 300+ plug-and-play destinations, allowing ecommerce teams to pipe granular tracking data to virtually any analytics or ad tool without custom code.
Segment is a customer data platform (CDP) that collects first-party customer data from websites, apps, servers, and devices, then routes it cleanly to over 300 analytics, marketing, and data warehouse destinations. In ecommerce analytics, it shines by capturing detailed events like product views, add-to-cart actions, checkouts, and purchases across channels for unified tracking and analysis. It enables building customer profiles for segmentation, personalization, and attribution without managing custom ETL pipelines.
Pros
- Extensive library of 300+ pre-built integrations for seamless data routing to tools like Google Analytics, Snowflake, and Braze
- Reliable real-time event collection with data governance features like PII redaction and protocol buffering
- Scalable for high-volume ecommerce tracking with unified customer profiles across touchpoints
Cons
- Pricing scales steeply with monthly tracked users (MTUs), making it costly for growing mid-sized ecommerce sites
- Requires developer resources for advanced configurations and custom sources/destinations
- Primarily a data pipeline tool, not a full analytics dashboard—relies on integrations for visualization and insights
Best For
Mid-to-large ecommerce businesses with multiple data sources and tech teams needing to unify event data for downstream analytics platforms.
Pricing
Free tier up to 1,000 MTUs/month; Team plan from $120/mo (up to 10k MTUs); Business plan custom pricing based on volume and features.
Heap
specializedAutocaptures all user interactions for retroactive ecommerce analytics, funnels, and session replays.
Retroactive event capture and analysis, allowing unlimited exploration of past data without predefined metrics
Heap is a product analytics platform that automatically captures every user interaction on websites and mobile apps without requiring manual event setup, enabling retroactive analysis of customer behavior. In ecommerce, it shines by tracking the full user journey from product views and add-to-carts to purchases, helping identify drop-offs, optimize funnels, and personalize experiences. It includes powerful tools like session replays, heatmaps, surveys, and segmentation for deep insights into conversion drivers.
Pros
- Automatic capture of all events with no sampling or manual tagging required
- Retroactive analytics for exploring new questions without re-instrumenting
- Robust ecommerce funnel analysis, session replays, and heatmaps for conversion optimization
Cons
- High pricing that scales quickly with traffic volume
- Steep learning curve for advanced querying and segmentation
- Less specialized in revenue attribution and multi-channel tracking compared to ecommerce natives
Best For
Mid-to-large ecommerce businesses seeking comprehensive behavioral insights without heavy engineering investment.
Pricing
Free tier for low-volume sites; paid plans start at ~$350/month for 300k sessions/month, scaling to enterprise custom pricing often exceeding $10k/year.
Northbeam
specializedMulti-touch attribution platform optimizing ad performance and incrementality for ecommerce marketers.
AI-driven, first-party only attribution modeling that delivers 99% accurate ROAS without third-party cookies or MMPs
Northbeam is an advanced e-commerce analytics platform specializing in marketing attribution for direct-to-consumer brands. It leverages first-party data and AI-powered modeling to provide cookie-less, accurate insights into ad performance across platforms like Meta, Google, and TikTok. The tool offers real-time dashboards, incrementality testing, creative analytics, and customer journey mapping to help optimize marketing spend and ROAS.
Pros
- Exceptionally accurate cookie-less attribution using AI and first-party data
- Real-time insights and seamless integrations with Shopify, ad platforms, and data warehouses
- Powerful tools for incrementality, creative testing, and cohort analysis
Cons
- Pricing scales with ad spend, making it expensive for small brands under $100K/month
- Steeper learning curve for non-technical users to fully leverage advanced modeling
- Primarily focused on marketing attribution, lacking broader e-commerce operational analytics
Best For
Scaling DTC e-commerce brands with $100K+ monthly ad spend seeking precise marketing attribution and optimization.
Pricing
Usage-based starting at ~$1,000/month (1-2% of ad spend minimum), custom enterprise plans available.
Glew
specializedEcommerce BI tool delivering inventory insights, customer analytics, and personalized recommendations.
360-degree customer profiles that unify data across channels for precise segmentation and personalization
Glew is a comprehensive eCommerce analytics platform designed to unify data from sales, marketing, inventory, and customer touchpoints for online retailers. It delivers actionable insights through customizable dashboards, cohort analysis, customer segmentation, and marketing attribution to optimize performance. Glew also includes automation tools for email marketing, inventory forecasting, and personalized customer journeys, primarily targeting Shopify and BigCommerce users.
Pros
- Deep integrations with 100+ apps including Shopify and Google Analytics
- Advanced analytics like cohort analysis and LTV prediction
- Built-in marketing automation for retention campaigns
Cons
- Pricing escalates quickly for higher data volumes
- Steep learning curve for non-technical users
- Limited advanced AI features compared to top competitors
Best For
Mid-sized eCommerce businesses needing unified analytics and automation without a full dev team.
Pricing
Starts at $99/month (Starter, up to 1K orders/mo), $299/month (Growth), $799+/month (Pro/Enterprise); custom quotes available.
Conclusion
Google Analytics claims the top spot, offering comprehensive tracking, real-time insights, and robust segmentation that suit a wide range of ecommerce needs. Adobe Analytics follows as a strong option for large-scale operations with its advanced journey and attribution tools, while Amplitude shines in product-focused growth analytics through behavioral cohorts and funnel analysis. Together, these tools set the benchmark, with Google Analytics leading as the most versatile choice.
Don’t miss out on actionable insights—begin with Google Analytics to track conversions, segment audiences, and gain real-time clarity, regardless of your store’s size. Its all-in-one approach makes it the go-to for building data-driven strategies that drive growth.
Tools Reviewed
All tools were independently evaluated for this comparison