Quick Overview
- 1#1: Google Analytics - Provides comprehensive funnel exploration and conversion path analysis for websites and apps with advanced segmentation.
- 2#2: Amplitude - Delivers behavioral analytics with powerful funnel visualization, drop-off analysis, and cohort tracking for product teams.
- 3#3: Mixpanel - Offers event-based funnel tracking with user journey insights, A/B testing integration, and real-time analytics.
- 4#4: Heap - Automatically captures all user interactions for retroactive funnel analysis without manual event tagging.
- 5#5: Hotjar - Visualizes funnels through heatmaps, session recordings, and conversion funnels to identify user drop-offs.
- 6#6: HubSpot - Tracks sales and marketing funnels integrated with CRM for lead scoring and pipeline visualization.
- 7#7: FullStory - Combines session replay with funnel metrics to replay user journeys and pinpoint friction points.
- 8#8: Pendo - Focuses on product analytics with funnel tracking for user onboarding and feature adoption.
- 9#9: Optimizely - Enables funnel experimentation with A/B testing and multi-step conversion path analysis.
- 10#10: PostHog - Open-source platform for funnel analysis, autocapture events, and scalable user journey tracking.
Tools were selected based on their ability to deliver accurate funnel metrics, ease of use for technical and non-technical teams, and overall value, balancing advanced features like cohort tracking and A/B testing with accessibility and scalability.
Comparison Table
Funnel tracking software helps businesses map and analyze user journeys from engagement to conversion. This comparison table explores top tools like Google Analytics, Amplitude, Mixpanel, Heap, Hotjar, and more, highlighting key features, strengths, and ideal use cases to guide readers in choosing the right fit.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | Google Analytics Provides comprehensive funnel exploration and conversion path analysis for websites and apps with advanced segmentation. | enterprise | 9.7/10 | 9.8/10 | 7.9/10 | 10/10 |
| 2 | Amplitude Delivers behavioral analytics with powerful funnel visualization, drop-off analysis, and cohort tracking for product teams. | specialized | 9.2/10 | 9.6/10 | 8.1/10 | 8.4/10 |
| 3 | Mixpanel Offers event-based funnel tracking with user journey insights, A/B testing integration, and real-time analytics. | specialized | 9.2/10 | 9.6/10 | 8.1/10 | 8.4/10 |
| 4 | Heap Automatically captures all user interactions for retroactive funnel analysis without manual event tagging. | specialized | 8.5/10 | 9.2/10 | 8.0/10 | 7.4/10 |
| 5 | Hotjar Visualizes funnels through heatmaps, session recordings, and conversion funnels to identify user drop-offs. | specialized | 7.8/10 | 7.5/10 | 9.2/10 | 8.1/10 |
| 6 | HubSpot Tracks sales and marketing funnels integrated with CRM for lead scoring and pipeline visualization. | enterprise | 8.6/10 | 9.2/10 | 7.8/10 | 8.3/10 |
| 7 | FullStory Combines session replay with funnel metrics to replay user journeys and pinpoint friction points. | specialized | 8.2/10 | 9.0/10 | 7.5/10 | 7.0/10 |
| 8 | Pendo Focuses on product analytics with funnel tracking for user onboarding and feature adoption. | specialized | 8.4/10 | 9.1/10 | 7.7/10 | 7.2/10 |
| 9 | Optimizely Enables funnel experimentation with A/B testing and multi-step conversion path analysis. | enterprise | 8.2/10 | 9.1/10 | 7.4/10 | 7.0/10 |
| 10 | PostHog Open-source platform for funnel analysis, autocapture events, and scalable user journey tracking. | other | 8.2/10 | 8.8/10 | 7.5/10 | 9.5/10 |
Provides comprehensive funnel exploration and conversion path analysis for websites and apps with advanced segmentation.
Delivers behavioral analytics with powerful funnel visualization, drop-off analysis, and cohort tracking for product teams.
Offers event-based funnel tracking with user journey insights, A/B testing integration, and real-time analytics.
Automatically captures all user interactions for retroactive funnel analysis without manual event tagging.
Visualizes funnels through heatmaps, session recordings, and conversion funnels to identify user drop-offs.
Tracks sales and marketing funnels integrated with CRM for lead scoring and pipeline visualization.
Combines session replay with funnel metrics to replay user journeys and pinpoint friction points.
Focuses on product analytics with funnel tracking for user onboarding and feature adoption.
Enables funnel experimentation with A/B testing and multi-step conversion path analysis.
Open-source platform for funnel analysis, autocapture events, and scalable user journey tracking.
Google Analytics
enterpriseProvides comprehensive funnel exploration and conversion path analysis for websites and apps with advanced segmentation.
Funnel Exploration in GA4, offering flexible open/closed funnels with step breakdowns, segments, and visual path optimization unmatched in free tools
Google Analytics is a comprehensive web and app analytics platform renowned for its Funnel Exploration feature in GA4, enabling users to create custom funnels to track user journeys, drop-offs, and conversions across websites and apps. It provides detailed visualizations of multi-step paths, segmentable by demographics, devices, and traffic sources, helping optimize marketing and UX. As part of Google's ecosystem, it seamlessly integrates with tools like Google Ads and BigQuery for advanced funnel analysis and custom reporting.
Pros
- Completely free with unlimited data tracking for standard use
- Advanced Funnel Exploration with open/closed funnels, breakdowns, and path analysis
- Deep integrations with Google Ads, Tag Manager, and BigQuery for scalable insights
Cons
- Steep learning curve and technical setup required (e.g., gtag implementation)
- Data sampling on high-traffic sites in free version limits precision
- GA4 transition disrupted workflows and changed funnel tracking paradigms
Best For
Marketers, analysts, and e-commerce teams seeking enterprise-grade funnel tracking integrated with full-suite analytics at no cost.
Pricing
Free for all standard features; Google Analytics 360 (enterprise) starts at ~$150,000/year with enhanced quotas and support.
Amplitude
specializedDelivers behavioral analytics with powerful funnel visualization, drop-off analysis, and cohort tracking for product teams.
Cascading funnels with 'between steps' path analysis to uncover hidden user behaviors and friction points.
Amplitude is a comprehensive product analytics platform renowned for its robust funnel tracking capabilities, enabling teams to visualize user journeys, identify drop-off points, and optimize conversion paths across web and mobile apps. It supports highly customizable funnels with flexible event-based steps, segmentation, cohorts, and breakdowns to reveal granular insights into user behavior. Beyond standard funnel analysis, it integrates path exploration, retention metrics, and AI-driven recommendations to inform product decisions and drive growth.
Pros
- Exceptionally powerful funnel customization with breakdowns, segments, and cohorts
- Real-time data processing and unlimited funnel creation
- Deep integration with tools like Segment, Snowflake, and BI platforms
Cons
- Steep learning curve for non-technical users
- Usage-based pricing can become costly at scale
- Initial setup requires event tracking implementation
Best For
Scaling SaaS and digital product teams needing advanced, behavioral-driven funnel insights alongside full product analytics.
Pricing
Free Starter plan (limited events); Growth from $995/mo (10M MTUs); Enterprise custom.
Mixpanel
specializedOffers event-based funnel tracking with user journey insights, A/B testing integration, and real-time analytics.
Intelligent Funnels that auto-detect steps, support flexible time windows, and provide granular breakdowns for precise drop-off analysis
Mixpanel is a leading product analytics platform that excels in event-based tracking to analyze user behavior and optimize product experiences. It provides powerful funnel tracking capabilities, allowing users to build custom funnels, visualize drop-offs at each step, and drill down into segments for actionable insights. With real-time data processing and integrations across marketing, product, and growth tools, it helps teams identify bottlenecks and improve conversions.
Pros
- Highly customizable funnels with breakdowns by cohorts, properties, and experiments
- Real-time analytics and collaborative reporting for team insights
- Extensive library of integrations with tools like Segment, Slack, and marketing platforms
Cons
- Steep learning curve for event schema setup and advanced querying
- Pricing scales quickly with monthly tracked users (MTUs), becoming expensive at high volumes
- Interface can feel overwhelming for beginners compared to simpler funnel tools
Best For
Scaling product and growth teams at SaaS companies needing deep, event-driven funnel analysis to optimize user journeys.
Pricing
Free up to 100k MTUs; Growth plan at $25/month per 10k additional MTUs; Enterprise custom pricing with advanced support.
Heap
specializedAutomatically captures all user interactions for retroactive funnel analysis without manual event tagging.
Autocapture technology that records 100% of user interactions for on-demand funnel analysis
Heap is a comprehensive product analytics platform that automatically captures every user interaction on websites and mobile apps without requiring manual event tagging. It excels in funnel tracking by enabling retroactive analysis of user journeys, drop-off points, and conversion paths from historical data. This makes it powerful for identifying bottlenecks and optimizing funnels in real-time, with additional features like session replays and heatmaps.
Pros
- Automatic event capture eliminates manual instrumentation
- Retroactive funnel building from all historical data
- Advanced segmentation and user journey visualization
Cons
- High cost for scaling beyond free tier
- Complex interface for beginners
- Custom enterprise pricing lacks transparency
Best For
Mid-to-large product teams at growth-stage companies needing deep, code-free funnel insights without predefined events.
Pricing
Free tier up to 10,000 sessions/month; paid plans are custom and usage-based, often starting at $10,000+ annually for enterprises.
Hotjar
specializedVisualizes funnels through heatmaps, session recordings, and conversion funnels to identify user drop-offs.
Direct linkage between funnel drop-off points and specific session recordings to replay user behavior at failure stages
Hotjar is a user behavior analytics platform that includes funnel tracking to visualize user drop-offs across key conversion paths on websites. It allows users to build custom funnels, analyze performance metrics like conversion rates and abandonment points, and correlate data with heatmaps and session recordings for qualitative insights. While not a dedicated funnel tool, its seamless integration makes it accessible for optimizing user journeys without deep technical expertise.
Pros
- Intuitive drag-and-drop funnel builder with real-time visualizations
- Seamless integration of funnel data with heatmaps and session replays for contextual analysis
- Quick setup via simple script installation, no coding required
Cons
- Funnel tracking limited to web-only (no native mobile app support)
- Session-based pricing can become expensive at scale for high-traffic sites
- Advanced segmentation and cohort analysis are less robust than specialized tools
Best For
Small to medium-sized businesses and marketers seeking straightforward, visual funnel insights combined with user behavior recordings.
Pricing
Free plan (unlimited heatmaps, 35 daily sessions); Plus starts at $39/mo (500 daily sessions); Business at $99/mo (2,000+ sessions); Scale is custom pricing.
HubSpot
enterpriseTracks sales and marketing funnels integrated with CRM for lead scoring and pipeline visualization.
Revenue attribution modeling that tracks multi-channel funnel performance and predicts pipeline health
HubSpot is a comprehensive CRM platform with robust funnel tracking capabilities through its Marketing Hub, Sales Hub, and analytics tools, allowing users to visualize customer journeys, sales pipelines, and marketing funnels in real-time. It provides detailed insights into conversion rates, drop-off points, and attribution models via customizable dashboards and reports. While not a standalone funnel tracker, its deep integration with automation and CRM features makes it powerful for end-to-end funnel optimization. Ideal for businesses scaling their inbound strategies.
Pros
- Seamless integration of marketing, sales, and service funnels with unified customer data
- Advanced reporting with funnel visualization, A/B testing, and multi-touch attribution
- Free CRM tier includes basic pipeline tracking and analytics
Cons
- Premium funnel analytics locked behind expensive higher-tier plans
- Steep learning curve for custom reports and advanced setups
- Overkill and resource-intensive for simple funnel tracking needs
Best For
Mid-sized businesses and enterprises already using HubSpot's ecosystem for integrated funnel analysis across marketing and sales.
Pricing
Free CRM with basic tracking; Marketing/Sales Hubs start at $20/month (Starter) up to $3,600/month (Enterprise) for advanced funnel features.
FullStory
specializedCombines session replay with funnel metrics to replay user journeys and pinpoint friction points.
Session Replay fused with funnel analytics, letting you replay user sessions at specific funnel stages to see failures in action
FullStory is a digital experience analytics platform that records every user session on websites and mobile apps, providing deep insights into user behavior. For funnel tracking, it enables the creation of custom funnels to analyze conversion paths, drop-off rates, and user flows with pixel-perfect accuracy. It stands out by combining funnel data with session replays, heatmaps, and frustration signals to pinpoint exactly why users abandon funnels.
Pros
- Exceptional session replay integration with funnels for visual debugging of drop-offs
- Highly customizable funnel builder with no-code segmentation
- Advanced path analysis and cohort tracking for complex user journeys
Cons
- Enterprise-level pricing is steep for small teams or basic funnel needs
- Steep learning curve due to vast feature set beyond just funnels
- Data retention and privacy management can be complex for full session capture
Best For
Enterprise marketing and product teams requiring behavioral video insights tied to funnel performance.
Pricing
Custom enterprise pricing based on monthly sessions; typically starts at $2,000+/month for mid-sized plans.
Pendo
specializedFocuses on product analytics with funnel tracking for user onboarding and feature adoption.
Path Analyzer, which reveals actual user paths and deviations from ideal funnels for deeper behavioral insights
Pendo is a comprehensive product analytics platform that excels in funnel tracking by visualizing user journeys, identifying drop-offs, and providing actionable insights into conversion rates across multi-step processes. It automatically captures events via a JavaScript snippet, allowing no-code setup for tracking funnels, paths, and retention without manual tagging. Beyond funnels, it integrates user feedback, NPS surveys, and in-app guides to correlate analytics with qualitative data for optimized product experiences.
Pros
- Powerful funnel analysis with cohort segmentation, time windows, and drop-off heatmaps
- Autocapture of user events reduces setup time
- Seamless integration of funnel data with in-app feedback and guides
Cons
- Steep learning curve for advanced configurations
- High pricing limits accessibility for SMBs
- Reporting customization can feel rigid compared to pure analytics tools
Best For
Mid-to-large enterprises with product teams needing integrated funnel tracking, user analytics, and adoption tools.
Pricing
Custom enterprise pricing starting at around $10,000-$50,000 annually, scaled by monthly tracked users (MTUs); no public tiers.
Optimizely
enterpriseEnables funnel experimentation with A/B testing and multi-step conversion path analysis.
Experimentation-powered funnel optimization, allowing direct A/B testing of funnel variations with Bayesian statistical analysis
Optimizely is a comprehensive digital experience platform specializing in experimentation and optimization, with robust funnel tracking features that allow users to visualize user journeys, identify drop-offs, and measure conversion rates across multi-step paths. It integrates funnel analysis directly with A/B testing and personalization tools, enabling data-driven optimizations in real-time. While powerful for enterprise-scale applications, it extends beyond basic funnel tracking to full-stack experimentation.
Pros
- Seamless integration of funnel tracking with A/B testing and personalization for actionable insights
- Advanced analytics including cohort analysis and segmentation within funnels
- Enterprise-grade scalability with robust data handling and compliance features
Cons
- High cost makes it less accessible for small teams or startups
- Steep learning curve due to its comprehensive feature set
- Overkill for users needing only basic funnel visualization without experimentation
Best For
Enterprise marketing and product teams seeking to track and experimentally optimize complex user funnels at scale.
Pricing
Custom enterprise pricing; typically starts at $40,000+ annually based on traffic and features, with no public self-serve plans.
PostHog
otherOpen-source platform for funnel analysis, autocapture events, and scalable user journey tracking.
Paths analysis revealing all user journeys beyond rigid funnels, with visualization of deviations and loops
PostHog is an open-source product analytics platform that excels in funnel tracking by enabling teams to visualize user journeys, detect drop-offs, and analyze custom event sequences with breakdowns by cohorts, properties, or time. It supports both linear funnels and advanced path exploration to uncover non-linear user behaviors. Integrated with autocapture, session replays, and feature flags, it provides a full suite for product optimization without relying on third-party cookies.
Pros
- Powerful funnel breakdowns with cohorts, properties, and trend analysis
- Open-source and self-hostable for complete data privacy and ownership
- Autocapture and session replay integration for effortless setup and debugging
Cons
- Steeper learning curve, especially for non-developers
- Self-hosting demands significant DevOps resources
- UI feels developer-oriented, less polished for quick visualizations
Best For
Engineering-led teams and startups prioritizing data sovereignty and customizable funnel insights in a unified analytics platform.
Pricing
Free self-hosted; cloud free up to 1M events/month, then usage-based (~$0.00036/event) with plans from $450/month for scaled usage.
Conclusion
The reviewed tools demonstrate varied strengths, but Google Analytics stands out as the top choice, offering comprehensive funnel exploration and conversion path analysis with advanced segmentation. Amplitude and Mixpanel follow closely, with Amplitude excelling in behavioral analytics and Mixpanel impressing through event-based tracking and A/B testing integration, both tailored to distinct user needs.
Evaluate your funnel tracking goals and start with Google Analytics for holistic insight, or explore Amplitude or Mixpanel if prioritizing behavioral analysis or experimentation. The right tool will streamline your conversion journey.
Tools Reviewed
All tools were independently evaluated for this comparison