Com tantas ferramentas diferentes de análise de websites disponíveis, é difícil perceber qual é a mais adequada para si. Sabe que pretende uma ferramenta que o ajude a analisar o comportamento dos seus utilizadores para poder otimizar o desempenho do seu website, mas precisa de perceber qual é a melhor opção. Neste artigo, vou ajudá-lo a tornar esta escolha mais fácil, partilhando as minhas perspetivas sobre as melhores ferramentas de análise de websites para avaliar o desempenho do website e orientar a sua estratégia digital, com base na minha própria experiência de gestão da liderança de CX.
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Our team has been testing and reviewing software since 2012. As CX leaders ourselves, we know how difficult—and important—it is to choose the right software.
For this guide, we evaluated tools using hands-on testing and independent research, scoring tools using our selection criteria.
Our reviews reflect our human editorial judgment, not a sales pitch.
Gui DrusinaCreative Director
Tim FisherVP of AI
Tabela de comparação de ferramentas de análise de websites
| Tool | Best For | Trial Info | Price | ||
|---|---|---|---|---|---|
| 1 | See and record how your users interact with your website | Free plan available | From $25/month | Website | |
| 2 | Identify your best-performing channels and learn what your visitors do on your website | Free plan available | From $50,000/year (billed annually) | Website | |
| 3 | Monitor your website performance and your SEO efforts with a single tool | Free plan available | From $10/month (billed annually) | Website | |
| 4 | Discover how users interact with different page elements | Free plan + 15-day free trial + free demo available | From $49/month | Website | |
| 5 | Suite of tools for SEO, PPC, social media, & content marketing | 14-day free trial | From $139/month | Website | |
| 6 | Track interactions and recreate the journey your prospects take to become users | Free plan available | Pricing upon request | Website | |
| 7 | Track marketing data from dozens of apps and save time with automatic reporting | Free demo available | Pricing upon request | Website | |
| 8 | Learn more about your prospects by combining data from multiple sources | Not available | Pricing upon request | Website | |
| 9 | Collect and track data for product roadmaps | Free plan + 30-day free trial + free demo available | Pricing upon request | Website | |
| 10 | Make informed decisions with predictive analytics | Free demo available | Pricing upon request | Website |
Análises das melhores ferramentas de análise de websites
Eis uma breve descrição de cada plataforma de análise de websites para apresentar o melhor caso de utilização de cada ferramenta, algumas funcionalidades dignas de nota e capturas de ecrã que oferecem uma visão geral da interface do utilizador.
See and record how your users interact with your website- Free plan available
- From $25/month
Visit WebsiteCustomer Rating:4.7/5
Mouseflow creates heat maps so you can see the actions visitors take on your website. Mouseflow is a behavior analytics tool that creates a visual map of the actions your website visitors take, so you can gain a better understanding of user behavior. The solution is easy to use and it enables you to identify weak conversion points and improvement opportunities.
One of the features that stood out to me was Mouseflow's session recordings, which allow you to watch real-time video replays of visitor sessions, giving you a clear view of how users interact with your site. Additionally, the platform offers heatmaps that visually represent clicks, scrolls, and movements on your pages.
Furthermore, the funnel analysis feature helps track the steps visitors take to complete a goal, making it easier to identify where drop-offs occur. It even has a form analytics feature that can pinpoint where users struggle with your forms. Mouseflow integrates with Adobe Analytics, Google Analytics, Segment, HubSpot, WordPress, Wix, Kiss Metrics, Shopify, and Unbounce.
Mouseflow pricing starts from $39/month with a free trial available for 14 days. The solution also offers a free-forever version with limited functionalities.
Learn more about Mouseflow:
Identify your best-performing channels and learn what your visitors do on your website- Free plan available
- From $50,000/year (billed annually)
Visit WebsiteCustomer Rating:4.6/5
Google Analytics allows you to slice and dice your website data in order to better understand your audience. Google Analytics is the Michael Phelps or Usain Bolt of web analytics. It’s the O.G., the superstar. When you mention web analytics in random conversations, people automatically think of Google Analytics. Google Analytics is a great free analytics software that excels at helping you determine who your audience is, the path your audience takes to land on your website, and what their behavior looks like when they get there.
Google Analytics has a steep learning curve, but Google offers free training courses you can complete in your own time to learn how to get the most out of this solution. You can also find detailed answers to any question you may have about this software on forums or YouTube.
Google Analytics integrates with a large variety of apps, including all the Google Webmaster Tools, Google Search Console, Google Ads, Google Optimize, Google Data Studio, WordPress, Shopify, Marketo, and CRMs.
Google Analytics offers two plans: a free-forever plan and Analytics 360. Analytics 360 starts at $12,500 per month and provides more integrations – including a BigQuery integration – custom variables, and dedicated support.
Learn more about Google Analytics:
Monitor your website performance and your SEO efforts with a single tool- Free plan available
- From $10/month (billed annually)
Visit WebsiteCustomer Rating:4.8/5
Screpy helps you track your visitors’ interactions and your SEO efforts at the same time. Screpy is a SEO monitoring and web analytics tool that’s specially designed to help you rank well in search engines. The platform has a simple interface that’s easy to navigate, so you don’t need to be tech-savvy in order to use it.
Screpy stands out from its competition thanks to its intuitive AI system. The AI monitors your marketing efforts and sends you custom notifications when it detects areas you could improve. The AI is also helpful for novice users, as it creates step-by-step tasks you could complete to improve your website’s search engine ranking.
Screpy does not offer any API access plans at the moment. Screpy costs from $2.5/month. You can access a free 7-day trial.
Learn more about Screpy:
Discover how users interact with different page elements- Free plan + 15-day free trial + free demo available
- From $49/month
Visit WebsiteCustomer Rating:4.5/5
Hotjar helps you track your visitors’ actions so you can identify conversion killers and eliminate them. Hotjar is a product and website analytics software that helps you understand how your website visitors interact with specific website pages.
Ritika Dubash, CEO & Founder, HowToDigital, shares three real-life ways in which Hotjar helped identify UX blockers on their clients’ websites. “In one case, we noticed a rage-click cluster on a non-clickable hero image. People repeatedly tried to tap the product photo expecting it to zoom. Making the image tappable and adding a gallery control bumped product engagement and reduced support chats. In another case, Hotjar recordings of a checkout page showed users repeatedly failing a phone field due to formatting. Relaxing the validation rules instantly led to fewer form abandons."
In a third situation, Hotjar helped her team identify a sticky element blocking the CTA. "On smaller phones, a chat badge covered the “Add to Cart.” button. We would never have caught it in QA; but one replay made it obvious. Fixing it improved mobile conversion the same day.”
Why I picked Hotjar:
One of the highlights of using this solution is its ability to perform screen recordings that are GDPR compliant. The screen recordings allow you to see how your visitors interact with different elements of the page, which can be a huge asset when running A/B tests.
Standout Features and Integrations:
The solution creates interactive heatmaps that allow you to identify conversion killers and replace them with optimized elements.
Hotjar integrates with a variety of tools, including Slack, Google Optimize, WordPress, Zapier, ClickFunnels, and Optimizely.
Learn more about Hotjar (by Contentsquare):
Suite of tools for SEO, PPC, social media, & content marketing- 14-day free trial
- From $139/month
Visit WebsiteCustomer Rating:4.5/5
With the position tracking tool, users can track their website performance across multiple locations and devices, including smartphones and tablets. Semrush is an all-in-one SaaS platform tailored for digital marketing and online visibility management. It provides a gamut of tools to help CX teams boost their website performance and tackle SEO, PPC, social media, and content marketing—as well as competitor research—all from a single platform.
The SaaS platform is equipped with features like position tracking, which is a tool that provides SEO marketing teams the ability to track the search rankings of their website and find new ways to top the SERPs through keyword positioning and monitoring. Semrush’s position tracking feature is a keyword position monitoring tool designed to help users maintain awareness when it comes to the fluctuating trends of a website’s ranking on top search engines like Google.
The post tracking tool allows users to keep track of their content published on third-party websites. With this tool, they can track key metrics for up to 50 published articles and other forms of content, including the estimated reach, social shares, referral traffic to their website, and backlinks.
Marketing teams can keep track of metric fluctuations daily, such as the amount of traffic that their website receives through links on external posts. They can also monitor the fluctuations in their organic search rankings for specific keywords, giving them insights into visibility trends. Monitoring the number of links that point to a particular content can reveal backlink trends while tracking post shares on social media provides insights into their social shares rate.
Semrush costs from $119.95/month for the Pro package. A 7-day free trial is available.
Learn more about Semrush:
Track interactions and recreate the journey your prospects take to become users- Free plan available
- Pricing upon request
Visit WebsiteCustomer Rating:4.5/5
Fullstory’s adaptable dashboards allow you to manipulate your data in order to recreate your users’ sessions and identify trends. Fullstory is a digital behavior data platform with patented technology that helps you gain actionable insights from every user interaction and click on your website or app. By providing digital behavioral data at scale, like frustration signals and rage clicks, Fullstory provides a way for you to make more customer-centric and informed decisions about user experiences.
The highlight of using Fullstory is its ability to track interactions and sentiments through features like session replay, heatmaps, and customer journey mapping. This helps you understand where your ideal clients come from, identify the pages they land on, and the steps they take to contact you. Overall, these insights can help increase funnel conversion, detect malicious behaviors, and identify high-value customers.
Fullstory integrates with a lot of apps, including Magento, Drift, BigQuery, BigCommerce, Chameleon, and Qualtrics.
Fullstory offers custom pricing upon request. You can access a free 14-day trial.
Learn more about Fullstory:
Track marketing data from dozens of apps and save time with automatic reporting- Free demo available
- Pricing upon request
Visit WebsiteCustomer Rating:4.5/5
Funnel helps you understand how each market and marketing channel is performing. Funnel is a marketing analytics tool that gives you a bird’s-eye-view of your marketing efforts. The software collects all your marketing data in one place and enables you to create comprehensive reports on multiple channels from a central location. Funnel has a bit of a learning curve, but the support you get through the onboarding process is great.
The platform combines the data from multiple sources into a centralized location, so you can slice and dice it in any way you see fit. The highlight of using this app is that it enables you to switch from manual to automatic reporting. For a marketing agency, this switch represents huge potential time savings.
Funnel integrates with dozens of solutions, including Google Analytics, LinkedIn, Twitter, HubSpot, Google Ad, Instagram, Mailchimp, Stripe, Shopify, and Salesforce. Funnel costs from $399/5 users/month.
You can book a free demo.
Learn more about Funnel:
Learn more about your prospects by combining data from multiple sources- Not available
- Pricing upon request
Visit WebsiteCustomer Rating:4.4/5
Clearbit’s traffic analytics tool checks your visitors’ IPs in order to match them with known companies. Clearbit is a web analytics software that helps B2B companies and marketing agencies learn more about their prospects and obtain accurate contact data. The solution has a simple interface and it’s easy to set up, so your team should be able to learn how to use it with minimal training.
Clearbit is not a Google Analytics alternative. It’s a data analytics solution that combines all the information you collect with other tools and uses it to create and attach detailed contact fields to your prospects. One of the good things about this platform is that it enhances the quality of data you collect.
You can use advanced filters to enrich your contact fields with business emails, phone numbers, and other information, such as business size or the prospect’s recent funding.
Clearbit integrates with dozens of solutions, including Gmail, Pardot, Segment, Marketo, Slack, HubSpot, Salesforce, and Zapier.
Clearbit offers custom pricing upon request.
Learn more about Clearbit:
Collect and track data for product roadmaps- Free plan + 30-day free trial + free demo available
- Pricing upon request
Visit WebsiteCustomer Rating:4.4/5
With Pendo, you can use data to optimize your product-led strategies. Pendo is a product experience and web analytics platform that helps product teams understand how their users find their solutions and map out user journeys. The solution has a clean layout that’s fairly easy to navigate.
Pendo’s product analytics offer valuable insights into the behavior of your users. This helps you determine whether a website visitor can find what they’re looking for or if you should improve your customer journey to improve accessibility.
Pendo integrates with multiple solutions, including HubSpot, Jira, Salesforce, Zendesk, Twilio, Figma, and Drift. Pendo offers customized pricing upon request.
The platform offers a free-forever version for one web app key and up to 1,000 monthly active users.
Make informed decisions with predictive analytics- Free demo available
- Pricing upon request
Visit WebsiteCustomer Rating:4.3/5
SAP Analytics segments your visitor data, allowing you to understand your demographic data at a glance. SAP Analytics is a web analytics tool that collects your data, segments it, and provides a detailed analysis so you can make informed decisions. The software offers great predictive analytics features, allowing you to create analytical applications from the ground up.
The best thing about using this solution is its ability to simulate scenarios so you can create plans based on predictions. This can help you leverage data in your decision making process and be prepared for whatever comes next.
SAP Analytics Cloud offers costs from $36/user/month. The platform offers a free trial for up to 90 days.
Learn more about SAP Analytics Cloud:
Outras opções de ferramentas de análise da Web
Eis mais alguns sistemas de análise de websites que não entraram na lista principal.
- 11SupermetricsConsolidate various data sources for simpler web analytics and reporting
- 12Heap (by Contentsquare)Present your visitor analytics in neat reports
- 13CountlyBest for privacy-led analytics
- 14AicarmaBest for AI visibility insights
- 15Pipedrive CRMWeb analytics and consumer relationship management tool that allows you to segment your visitors and turn them into leads.
- 16IndicativeProduct and web analytics platform that helps growth teams track interactions so they can improve retention and increase conversions.
- 17Lucky OrangeWeb analytics and conversion rate optimization tool that helps you understand how your visitors interact with your pages so you can improve them.
- 18DreamdataWeb analytics software and customer intelligence platform that gives you insight into the customer journey of B2B clients.
- 19LogRocketAnalytics and performance monitoring tool that helps you identify conversion-stopping elements so you can replace them.
- 20SegMetricsAnalytics and revenue attribution software that enables you to understand the value of each of your funnels.
- 21New Relic OneAnalytics tool that helps you track your visitors’ actions and make better business decisions.
- 22LeadfeederWeb analytics and lead generation tool that helps you identify where your website visitors work.
How I Evaluate Website Analytics Tools
I split my evaluation into two layers: acceptance criteria—can the tool track funnels, replay sessions, and segment visitors?—and the differentiators that separate good from great for CX teams.
Core Functionality (Table Stakes For This List)
When I'm selecting tools for my list, I rank each one on a scale from 0 (does not offer the functionality) to 5 (excels in this area) for each core functionality listed below. Then, I calculate the tool's total score into a percentage. Each tool needs to achieve a minimum total score of 65% to be considered for inclusion.
- Behavioral Tracking: I look for automatic capture of pageviews, clicks, scrolls, and navigation paths so you can see how visitors actually move through checkout flows or help centers.
- Visual Heatmaps & Session Replays: Each tool should let you watch real sessions and view click or scroll heatmaps to spot where users hesitate, rage-click, or abandon key pages.
- Conversion Funnel Analysis: I evaluate whether you can build custom multi-step funnels—like signup-to-activation or cart-to-purchase—and pinpoint exactly where drop-offs happen.
- Audience Segmentation & Filtering: The ability to slice behavior data by source, device, user property, or campaign matters when you need to compare how different cohorts experience your site.
- Real-Time Dashboards & Reporting: I check for configurable dashboards that surface CX metrics like bounce rate, session duration, and goal completions without forcing you to dig through raw data.
- Event & Goal Tracking: Tools should support custom event definitions and goal configuration—tracking actions like form submissions, video plays, or chatbot opens—ideally with no-code setup.
Once I have a list of tools that meet this criteria, I consider what sets each platform apart.
Differentiating Factors (What Sets Vendors Apart)
Here's how I compare and contrast different vendors:
Standout Features
AI-powered insights are a major differentiator—I look for tools that automatically flag anomalies like sudden drop-offs on a pricing page instead of requiring you to manually hunt for issues. Journey mapping visualization is another feature I evaluate closely, since seeing how users flow across multiple pages and sessions reveals friction that single-page heatmaps miss. I also check whether a tool connects behavioral data with VoC feedback like NPS or on-page surveys, which helps CX teams tie what users do to why they do it.
Beyond Features
Privacy and compliance matter a lot here—I check for features like IP masking, PII redaction in session replays, and cookieless tracking options, since CX teams often record real user sessions at scale. Integration ecosystem is equally important. Your analytics tool needs to feed data into the platforms where you act on insights, like Zendesk, Salesforce, or your data warehouse. I also evaluate how a tool handles high-traffic volumes, because data sampling on busy sites can quietly distort the funnel metrics and behavioral patterns CX teams rely on.
O que são ferramentas de análise de websites?
As ferramentas de análise de websites são soluções de software que monitorizam e analisam o tráfego do website, o comportamento dos utilizadores e outras métricas relacionadas com o desempenho do website. Recolhem dados sobre os visitantes do website, como a sua localização geográfica, o tipo de dispositivo, as páginas visitadas e o tempo passado no site. O software de análise de websites também fornece informações sobre o envolvimento dos utilizadores, como a taxa de rejeição, a taxa de conversão e a taxa de cliques, que podem ajudar as empresas a otimizar os seus websites para proporcionar melhores experiências aos utilizadores e aumentar as conversões.
A utilização de ferramentas de análise de websites facilita a tomada de decisões baseadas em dados e permite responder às necessidades dos utilizadores para proporcionar uma experiência melhorada. Estas ferramentas também podem ajudá-lo a aumentar as conversões, melhorar as suas estratégias de SEO e de palavras-chave e comparar o seu website com o dos seus concorrentes, ajudando o seu site a subir nas classificações.
Principais funcionalidades das ferramentas de análise de websites
- Informações sobre o desempenho: A ferramenta deve permitir-lhe monitorizar várias variáveis e fornecer informações detalhadas sobre o desempenho do seu website.
- Filtragem e manipulação de dados: A solução deve permitir-lhe filtrar dados desnecessários, como os dados gerados por si e pela sua equipa, para que não interfiram com os seus resultados. Deve também permitir-lhe manipular os dados para que possa visualizá-los e segmentá-los.
- Relatórios: O software deve dispor de funcionalidades robustas de elaboração de relatórios, para que possa gerar relatórios sobre a forma como os seus clientes interagem com o seu website e apresentá-los à administração, aos acionistas ou aos clientes.
- Análise em tempo real: A ferramenta deve monitorizar a atividade dos seus visitantes em tempo real, para que possa identificar imediatamente quaisquer alterações comportamentais quando atualiza o seu website.
Melhore os seus esforços de marketing com ferramentas de análise de websites
Gerir um website sem uma ferramenta de análise é semelhante a conduzir um carro sem painel de instrumentos. Não sabe a que velocidade está a conduzir, não sabe se o motor precisa de manutenção e não consegue determinar se tem combustível suficiente para chegar ao destino.
As ferramentas de análise ajudam-no a compreender como os seus visitantes utilizam o seu website, para que possa tomar decisões que melhorem as suas taxas de conversão. Além disso, a análise de dados pode ajudá-lo a obter apoio para a sua visão. Como afirmou Jan Hammond, professor da Harvard Business School:
“Utilizar a análise de dados é uma forma muito eficaz de ter influência numa organização.[…] Se conseguir entrar numa reunião onde as outras pessoas têm opiniões, mas tiver dados para fundamentar os seus argumentos e recomendações, terá influência.”
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