Don’t Just Rely On One Analytics Tool
Jonathan Rodriguez
June 3, 2021

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If you are a business that has been growing over time, look into utilizing other analytics tools instead of just one. Gone are the days where you can view all your analytics from one tool and call it a day. With the advancements in the marketing field, you have to view analytics for different channels of your business. 

Instead of just viewing website traffic reports and clicking analytics, you might analyze more channels that impact your business. These new channel analytics can give your business some valuable information that it needs to resolve some potential issues. This is when you have to consider utilizing a more comprehensive analytics tool or using a combination of different tools that specialize in different marketing channels. 

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What Are Analytics Tools?

Analytics tools are used to capture and compile data for the user to view and analyze within a centralized location. With that data, you can see how pages on your website are performing. You can track open rates for your emails and how certain blogs are performing. You can look at much more depending on the type of data you want to review. 

Analytics tools are important to any business looking to grow. They help them see if what they are doing is working. The data that the tools gather can help a business determine if they have to adjust their marketing strategy. This helps marketing channels drive more conversions.

Now that we’ve gone over analytics tools and their purpose, what tool should you use for your business’s analytics? Choosing the right analytics tool or tools is important to ensure you are viewing the data that impacts your business. Fortunately, there are a wide variety of tools available at your business’s disposal. Listed below are some of the more popular analytics tools in today’s market. 

Google Analytics 

Possibly the most widely known analytics tool, Google Analytics is a free tool with valuable insights, especially if you’re interested in gathering website data. Google gives you feedback on your website’s traffic, users, bounce rates and conversion rates, and even a real-time visitor count. All of this data is valuable to a business that has recently launched a website. This data also monitors a website’s performance to see if it correlates with any of its other marketing channels. 

One of the main selling points of Google Analytics is that it is free. It is arguably the most used analytics tool among business owners. One study found that nearly 40 million websites use Google Analytics. 

Facebook Insights

Facebook insights should be one of the more important social analytics tools your business uses. The reason for this is due to the number of people who use Facebook on a daily basis. One study found that 57% of U.S social media users use Facebook to share content. This means there is a huge opportunity there for businesses to capitalize on. 

Facebook Insights gives you a better understanding of the people who like your posts and follow your business page. The insights show the type of people who interact with your post, what is the reach for your posts, your page likes, and even your page views. If you have a Facebook business page, then be sure to take advantage of Facebook Insights. 


SEMrush is an analytics tool that is primarily used for SEO purposes for a website. To put it in more general terms, SEMrush does keyword research and gives you potential keywords to use. It analyzes your competition’s keyword strategies, runs an SEO audit of your blogs, and identifies potential backlinking opportunities. If website SEO is your primary goal, then you might want to take a look into utilizing SEMrush. 

Adobe Analytics

Adobe Analytics is another analytics tool that is similar to Google Analytics in terms of the data that it collects. One of the obvious differences is that Adobe Analytics is a paid service. It dives into other marketing channels instead of just website trends. Along with website analytics, you can input data from other channels into Adobe Analytics to help analyze data. 

Adobe Analytics can tell you what time of the day your target audience is most active. It can even tell you which devices they frequently use and even their location. In terms of other marketing channels, Adobe Analytics can help you analyze email campaigns, social media, and even offline channels. Overall, Adobe Analytics can be quite an extensive analytical tool if used correctly. 


Keyhole is a social media analytics tool that helps your business get in the mind of your customers. More specifically, it acts like a social monitor. It gives you reports on the most engaging posts, brand monitoring, and even helps you conduct market research. It is a great tool for businesses who want to do some more social monitoring of their social media accounts. With the data from Keyhole, you can see the number of impressions, engagement, and reach from posts and hashtags. With this data, your business can retool its social media marketing strategy to achieve more optimal results from your posts. 


One more analytics tool, specifically catered to social media, is Hootsuite. If you are well-versed in the marketing industry, then you have likely heard of Hootsuite at some point. Hootsuite is a tool that can help you publish and schedule your social media posts. It makes the entire social media scheduling process simple for any business looking to up their social media game. 

Another important feature of Hootsuite is the analytics reports it provides. Within these reports, you can learn how the content on your social media accounts are performing. These reports can also show what posts your followers gravitate to. With Hootsuite, you can integrate all of your social media accounts into it. This leads to a dashboard full of analytics across those platforms. This can be a great analytical tool for a business that is looking to schedule its posts. You can see your business’s performance all in one place as well.

There are many more analytics tools of course, but the previous 6 are some of the more popular ones. They all monitor different aspects of your marketing efforts. Whether it is your website or your social media analytics, many options are available to help analyze valuable data. 

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Avoid Using Just One Analytics Tool

You now know about the different types of analytics tools that are out there for your business. You should understand why it is important to avoid using just one tool. If you depended on one analytics tool, you might be missing out on valuable insights from your other marketing channels. Google Analytics gives you some good website data, but being dependent on it might lead to you neglecting your social media analytics which can help boost your brand awareness. 

Website analytics are different from social media. There are many different factors on each of them that affect the type of data you can collect from them. On websites, you likely want to see the amount of traffic, the number of clicks, and the engagement rate. On social media accounts, you’ll probably dive into what posts get the most likes. You might even look at the reach of your social posts. You’ll also want to engage in social monitoring to bolster your social media marketing efforts. 

When it comes to analytics tools, be more diverse in your usage of different tools. Don’t rely on just one tool. Yes, you may be fine using just one tool when your business is just starting out, but as you grow and your presence becomes more widespread, you might have to start looking into using a more comprehensive tool or using a mix of tools. With the right tools comes the data. You can use data to create a more successful marketing strategy. Finally, this can lead to more business growth in the long run. 

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