Key Takeaways
📊 Customer analytics software helps businesses collect and analyze user data to improve digital products and understand customer behavior.
🛠️ Different tools offer features such as session recording, heatmaps, and customer segmentation to track interactions and find areas for improvement.
💰 Budget-friendly choices are available, with many tools providing free plans or trials, such as UXtweak’s free option for small projects.
🧩 Picking the right tool depends on features, ease of use, integrations, and pricing to match business needs.
✅ Using reliable platforms helps businesses make informed decisions and improve customer experience while increasing revenue.
What is customer analytics software?
Customer analytics platforms collect and analyze customer data to provide useful information about behavior, preferences, and trends. They use data from purchase history, website behavior, social media, and customer feedback.
These tools help businesses improve customer experiences, increase ROI, and reduce risks by focusing on high-value customers and optimizing the user journey.
Some well-known examples include tools like Google Analytics, Mixpanel, UXtweak, and Adobe Analytics. They track user actions, measure engagement, and provide insights to improve digital products.
Why is customer analytics important?
Customer analysis helps identify patterns and trends, allowing businesses to improve user experiences, address pain points, and personalize interactions. By acting on these insights, businesses can boost engagement, increase customer satisfaction, and drive revenue growth.
A major e-commerce site increased its annual revenue by $300 million by changing a “Register” button to a “Continue” button during checkout, allowing users to buy without creating an account. This simple change reduced frustration for both new and repeat customers, leading to a 45% increase in completed purchasesand significantly boosting sales.
Top 15 customer analytics software & tools
We evaluated each customer analytics platforms based on its description, features, pros and cons, user reviews, and pricing.
Tool | G2 Reviews | Starting Price |
UXtweak | 4.7/5 | $99/month |
Qualtrics XM | 4.3/5 | Custom pricing |
Amplitude | 4.5/5 | $49/month |
Mixpanel | 4.6/5 | Custom pricing |
CleverTap | 4.6/5 | Custom pricing |
Crazy Egg | 4.2/5 | $29/month |
Userpilot | 4.6/5 | $299/month |
HubSpot | 4.4/5 | $792/month |
Medallia | 4.5/5 | Custom pricing |
Glassbox | 4.9/5 | Custom pricing |
Instabug | 4.3/5 | Custom pricing |
UXCam | 4.6/5 | Custom pricing |
Zendesk | 4.3/5 | $19/month |
Google Analytics | 4.5/5 | Free |
Adobe Analytics | 4.1/5 | Custom pricing |
1. UXtweak
UXtweak is one of the best customer analytics platforms that enables you to gather, analyze, and interpret customer data by leveraging a strong list of features like usability testing, behavioral analytics, and surveys. You can understand how your customers engage with your digital product and draw insights from this data to inform product decisions, enhance customer satisfaction, and optimize user experience
User Reviews & Ratings
UXtweak has an overall score of 4.7 out of 5 on G2, a platform known for collecting independent user reviews.
Pros
- Has easy-to-read analytics that expose user behavior and customer journey analytics
- Has various question types for surveys such as NPS and Likert scale
- Multiple recruiting options: 155M+ User Panel, Onsite Recruiting, from your own database or via URL.
- Supports PDF reports
- Has a free forever plan for small projects
- Has a Multi-operation dashboard with all-in-one functionality
👌 I love how easy and quick it is to set up the tests. To import the prototype from Figma you just need a link. It imports all your transitions directly from Figma or you can choose to connect the screens manually during setup.
The analytics are great, you can easily filter out specific respondent groups, based on different criteria, and analyze results for each of them. I like that you can get a great amount of qual and quant insights without having to spend hours on the manual analysis.
Cons
- Only supports 14 languages
Key features
- Website testing – reveals how users interact with your site, helping you identify pain points, broken flows, or confusing layouts.
- A robust customizable Survey tool – lets you gather targeted, direct feedback from different customer segments, with flexibility to match your brand and goals.
- Session recording – capture real user behavior on your site or app, so you can spot drop-offs, rage clicks, and usability issues in context.
- Prototype testing – allows you to test early versions of a product before launch, helping you validate assumptions and adjust based on real user reactions.
- Mobile testing – ensures your mobile experience works across devices and OS versions, which is key as more traffic shifts to mobile.
- Moderated testing – involves real-time observation and follow-up questions, giving you deeper understanding of customer motivations and thought processes.
Pricing & Plans
- Starter Plan: Free, includes 1 active study and 15 responses per month.
- Basic Plan: €1,356/year (€113/month), with 3 active studies and 50 responses per month.
- Custom Plan: Unlimited responses and custom support, with pricing based on requirements.
Plans are billed annually, with monthly options available. Visit the UXtweak pricing page for details.
2. Qualtrics XM
Qualtrics XM is a customer experience management and product analytics platform that enables product teams and businesses to gather, collect, and analyze customer behavior and interaction. Its robust suite of features allows you to get input on each significant customer journey and quickly analyze the engagement that follows. These data turn into insights that help you improve user experience and enhance customer satisfaction.
User Reviews & Ratings
Qualtrics Customer Experience has an overall score of 4.3 out of 5 on G2.
Pros
- Has a great reporting feature that makes it easy to share insights within teams
- Offers flexibility in surveys and questionnaires for customer segments
- Gathers real-time insights from social, email, devices, etc.
- Has a robust real-time analytics feature
Cons
- Has a bit of a learning curve
- The user interface is a bit outdated
- Does not have a free plan
👌 Simple design makes it the thing I like best.
👎 Basic features are not available, such as “if then” for drop down. If you select X, then Y populates. If there is a required field, the red asterisk can not be placed in the proper spot. User hierarchy is not integrated into the platform.
Key features
- Touchpoint tracker
- Action autopilot
- Detailed analytics
- Predictive analysis
- Social listening
- Survey Questionnaires
- Cohort Analysis
- Performance with integrations
Pricing & Plans
Qualtrics XM’s pricing is available on request.
3. Amplitude
Amplitude is a customer web and mobile analytics solution with cross-platform user journey tracking, user behavior analysis, and segmentation capabilities that enable you to see every path customers take in a single view and zoom in to understand the context and intent behind their actions which helps to improve product experiences.
User Reviews & Ratings
Amplitude has an overall score of 4.5 out of 5 on the G2 review site.
Pros
- Ability to measure product and marketing metrics
- Has great analytics visualizations that analyze data in many different ways
- Supports configuration and data ingestion to process and segment users
- Has a great customer support team
- Has a flexible business intelligence feature that sets up reports in minutes
Cons
- Doesn’t have an iOS app or any API to access analytics data
- Limitations in dashboards and charts
- There is a bit of a learning curve to go through when setting up events you want to track
👌 The funnels feature is best. And also I like the user pathfinder feature the most. It helps me understand the actual user journey and other alternatives that users were taking that were not anticipated or intended by us.
👎There was no option to create a custom event on the funnel( or chart section itself). We have to go to govern section everytime to create a custom event. Also, I wish amplitude has provided a bare minimum capabilities to create table like summary.
Key features
- Behavioral cohorts
- Retention analysis
- Pathfinding
- Analytics
- Social Media Channles
- Session Replay
- Custom Integrations
Pricing & Plans
Amplitude allows you to understand your full customer journey with its free plan. They have a paid plan that starts at $995 per month.
4. Mixpanel
Mixpanel is a customer experience and analytics management software that focuses on product and user analytics, providing detailed insights from customer feedback into each user interaction and customer base with web and mobile applications which helps product teams to understand user behavior and improve product engagement.
User Reviews & Ratings
Mixpanel has an overall score of 4.6 out of 5 on the G2 review site.
Pros
- Ability to track both customer events and profiles
- Ability to collect a wide specter of attributes automatically
- Provides comprehensive documentation to help teams get started with tests and research and receive valuable insights
- Supports mobile, web, and server-side analytic events
- Easy to use and enhance customer engagement tracking and web analytics
Cons
- Reports can have data missing due to errors
- No advanced feature for email tracking
- Duration tracking can report wrong data sometimes on iOS devices
👌Mixpanel is a really good tool if you want to know user specific interaction or know overall event specific interaction. We are able to use it for AB testing by creating specific reports based on the events, clicks, pages we are testing.
👎There is not a way to see the most common path users are taking to a specific event. There have been several time where we wanted to know what people were doing before an error occurred and we could not get that information.
Key features
- Engagement
- Standard Event Tracking
- Custom Event Tracking
- Customer Experience Audit
- Retention
- Conversions
- Funnels
- Sentiment Analysis
- A/B Testing
- Critical Insights
Pricing & Plans
Mixpanel’s analytics enable you to convert, engage, and retain more users with its free plan. They have a paid basic plan that starts at $25 per month.
5. CleverTap
This customer experience tool helps businesses reconnect with users who are no longer active on their app or website. It captures customer attention through personalized, interactive, and media-rich push notifications, encouraging them to return and engage with the platform.
User Reviews & Ratings
CleverTap has an overall score of 4.6 out of 5 on the G2 review site.
Pros
- Provides real-time analytics and creates push and in-app campaigns based on real user data
- Offers robust features like user tracking, campaign management, notifications, and user activity tracking
- Has a user-friendly interface
- Has a customer segmentation engine that enables personalized and specialized campaigns
Cons
- Takes some time to segment data when working on large databases
- Not supported for web applications
- Limited features available
👌 I get to segment my users based on their past purchasing behaviour easily!
👎Hard to get customer success support when an emergency happens. Also, sometimes software might undergo system update with no updates.
Key features
- Campaign management
- Marketing Performance
- Automated user segmentation
- Lifecycle optimization
- Campaign optimization
- Omnichannel engagement
- Customer experience management
- Analytics & insights
- Custom Dashboards
- Lead nurturing
- Pre-Built Dashboards
Pricing & Plans
CleverTap’s analytics allows you to connect to customers with its 30-day free trial and a paid plan that starts at $75 per month.
6. Crazy Egg
Crazy Egg is a UX research and customer analytics platform that enables product teams to investigate buyers’ journeys, identify various audience segments present across web pages, and recognize issues such as confusing navigation or form glitches to help you observe user interaction and gauge customer engagement.
User Reviews & Ratings
Crazy Egg has an overall score of 4.2 out of 5 on the G2 review site.
Pros
- Ability to split test pages to see which ones perform better
- Has robust data visualization capabilities
- Easy to use and does not require any learning curve
- Ability to optimize a website and improve conversions
- Has a great A/B testing functionality
Cons
- Limitations in heatmap visualizations
- No possibility of monthly subscription/payments
👌 Crazy Egg has the possibility to be such a powerful tool. It’s very easy to add the javascript snippet and to export results. One thing I love is that Crazy Egg allows you to download snapshot results in a convenient zip folder, with different files laid out.
👎The interface is rough. ROUGH. Their menu options are hidden and often times you are left wondering “OK, now what do I do?”
Key features
- Snapshot reporting
- Heatmaps and scroll maps
- Session recordings
- A/B testing
- Surveys
- Demo dashboard
Key Takeaways
Some UX professionals on Reddit shared frustrations with tools like Crazyegg, citing issues like performance slowdowns, JS conflicts, and steep pricing.
If you’re seeking a reliable, fairly priced alternative, UXtweak is a standout choice. It offers features like user recordings, heatmaps, and clickmaps without the headaches. Plus, it integrates seamlessly with Figma, Axure, and InVision, which many of our customers love.
Pricing & Plans
Crazy Egg has a free 30-day trial on their platform with a paid plan that starts at $49/month to access advanced features.
Want to know more about Crazy Egg’s price-to-value ratio? Check out our Crazy Egg pricing article!
7. Userpilot
Userpilot is a product experience insights tool that allows product teams and UX researchers to build personalized in-app onboarding, customer interaction, and engagement experiences, view insightful product analytics, and deploy user feedback surveys at every customer journey stage
User Reviews & Ratings
Userpilot has an overall score of 4.6 out of 5 on the G2 review site.
Pros
- Offers essential onboarding template processes tailored to new customers
- Has a great customer support team
- It has a user-friendly interface
- Ability to create custom flows based on segments of users so that different people have different experiences
Cons
- Limitations in analytics features
- Does not offer adequate integration possibilities
👌Userpilot is simple to set up, use, and does not require any dev – which means instant publishing. This is critical for us as a SaaS company that releases new features frequently; we need the ability to inform our customers of changes quickly, and doing this in our platform through Userpilot allows us to reach the right audience, at the right time, in the right place.
👎Reporting could be better. Some of the analytics in some areas are not as detailed as we would like, such as viewing results per customer segment in NPS reports.
Key features
- User Segmentation
- User Engagement
- Analytics and Insights
- A/B Testing
- Multi-Language Support
Pricing & Plans
Userpilot’s paid plan starts at $249 per month.
8. HubSpot
HubSpot is a customer analytics platform that combines customer service analytics and tracks customer interactions to help product teams organize, collect, and build digital experiences that customers will love.
User Reviews & Ratings
HubSpot has an overall score of 4.4 out of 5 on the G2 review site.
Pros
- System is easy to set up and use
- Seamless data migration from existing tools to adapt to current workflow
- Ability to pull data and reports, create workflows and automation
- Great customer support
- Ability to store new lead information and add custom properties to fit research and testing needs
Cons
- Pricing plan does not support small teams
- Setting up workflows can be difficult due to some limitations
👌 It’s an all-in-one marketing software with email marketing, social media management, analytics, and customer relationship management; it provides the ability to manage your work and be more productive.
👎 Costs keep piling up from features such as A/B testing and more advanced reporting during the costlier tiers, limiting our options since our team’s budget is tight. Not all integrations work as well, particularly with data syncing.
Key features
- Lead Scoring
- Tracking
- Marketing Campaign Analytics
- CRM Integration
- Customer Sentiment
- Customer Journey Maps
Pricing & Plans
HubSpot seamlessly connects your data, teams, and customers in one platform with its free plan. They have a paid plan that starts at $800 per month.
9. Medallia
Medallia is a customer data and analytics tool that helps product managers capture, analyze, and act on customer churn and feedback from users to improve brand value. Consequently, it allows businesses to better understand how users behave online, making it easier for enterprise businesses to quantify and improve customer experiences.
User Reviews & Ratings
Medallia has an overall score of 4.5 out of 5 on the G2 review site.
Pros
- Great to organize and gather customer feedback
- Supports customizable surveys for understanding of customer needs
- Offers end-to-end data protection and AI-powered recommendations
- Has a modern and intuitive user interface
Cons
- Limitations in statistical analysis
- There is a bit of a learning curve
👌 The concept and walkthrough of the product is 8/10 stars. The analytics you could derive from this product could be very valuable to anyone designing a website
👎It is hard to get into. I view this product as one that very few people use as “power users” while others stay away and just ask questions. It also has a decent number of bugs, even the sales rep ran into several of them
Key features
- Product Usage Analytics.
- Customer Experience Profiles.
- Predictive Analytics.
- Customer Journey Mapping
- Customer Experience Dashboard.
- Churn Risk Scoring.
- Customer Data Platform
Pricing & Plans
Medallia has a paid plan that starts at $5 per month.
10. Glassbox
Glassbox is a digital customer experience and analytics platform that helps product teams and businesses record, replay & analyze web & mobile app sessions to understand what customers and users do with your digital products and why.
User Reviews & Ratings
Glassbox has an overall score of 4.9 out of 5 on the G2 review site.
Pros
- Ability to observe and analyze the internal workings of software
- Ability to debug, optimize performance, and understand user interactions
- Supports end-to-end flow in user sessions for analysis and troubleshooting
- Has an intuitive user interface
Cons
- Inability to segment session recordings by IP address
- Issues with re-logging systems
- Session replays are limited to 30 days which can be difficult to access when needed for further research and reference purposes
👌 Click maps are extremely useful, enabled me to remove things from pages that were slowing us down. Funnels an excellent option, can see where we lose people on journeys.
👎 Training helps but it’s not easy, easy to use. I don’t have the time to invest to really get myself up to speed so maybe dont get as much value out of it as I could. Small complaint though as probably just me.
Key features
- Customer Journey Analytics
- Mobile App Analytics
- Session Replay
- Performance Analytics
- Product Analytics
- Interaction and detailed Heatmaps
- Funnel Analysis
- Struggle and Error Analysis
- Active Users
Pricing & Plans
Glassbox’s pricing information is available on request.
11. Instabug
Instabug is a product performance and customer analytics platform that brings multiple advantages. Beyond offering customizable in-app surveys for mobile apps, it enables businesses to collect meaningful customer feedback. Additionally, it facilitates the use of Net Promoter Score (NPS) surveys and targeted questions to better understand customer needs. As a result, businesses can make smarter product decisions and refine the user experience effectively.
User Reviews & Ratings
Instabug has an overall score of 4.3 out of 5 on the G2 review site.
Pros
- Has a great UI and the implementation is a breeze
- Ability to speak directly with customers via in-app chat
- Ability to annotate screenshots and take videos of issues in the app to attach to bug reports
- Bug reports and feedback are easy to analyze
- Great for performance testing as well as website monitoring
Cons
- Updates occur too frequently
- Does not give a live view of how the user got the crash
👌 It keeps my developers happy as they get the metadata they need; it can naturally capture screenshots of what was happening in the app before the ticket was submitted is a nice bonus. I also like having multiple environments for our various applications.
👎I want to be able to utilize canned responses and have a better mobile experience. I frequently have to respond to support requests while I am away from my computer, and instabug does not have a great experience for that at our pricing tier.
Key features
- App Performance
- Crash Reporting
- Bug Reporting
- Survey Builder
- Customizable Templates
- Data Analysis Tools
- Mobile Survey
Pricing & Plans
Instabug allows you to monitor, prioritize, and debug performance and usability issues throughout the entire product development lifecycle with its free plan. They have a paid plan at $149 per month.
12. UXCam
UXCam is a mobile customer experience analytics platform that captures every micro-interaction performed on your app and shows you how users experience your app to improve engagement, conversions, and performance.
User reviews & rating
UXCam has an overall score of 4.6 out of 5 on the G2 review site.
Pros
- A cost-effective tool that can improve your customer journey flow of active users
- Ability to figure out where engagement is minimal with actual data points
- Has a great automatic tagging feature that helps you track activities in playback
- Has a very detailed session recording feature that helps with well-detailed research report data
- Provides insights into customer preferences in the app
Cons
- Limitations in detailed event analytics
- Mouse clicks are not preserved when videos are downloaded and shared in teams
👌 The fact that it allows us to analyze our app and have an account manager very close to us.
👎 The main difficulty is popularizing and scaling its use. This is primarily because we still have flaws in the tagging of our products. That way, we have a lot of trouble in finding the screens and events we need.
Key features
- Funnels
- Retention Analytics
- Smart Events
- Segments
- Session Replay
- Heatmaps
- User journeys
- 3rd-party Integrations
- Customer Data Analytics
Pricing & Plans
UXCam has a free plan for small teams and their paid pricing details are available on request.
💡Curious about the pricing and value of UXCam? Check out our article on UXCam pricing!
13. Zendesk
Zendesk is a customer experience and analytics tool that combines interactions across many platforms, allowing product teams and businesses to evaluate and manage vital customer information with a deeper understanding for a more seamless experience.
User reviews & rating
Zendesk has an overall score of 4.3 out of 5 on the G2 review site.
Pros
- Offers live chat for immediate replies
- Automating responses and resolving common queries is seamless
- Offers a centralized communication and ticketing system
- Offers an easy-to-use and complete feature set for customer support and external documentation
Cons
- Has a bit of a learning curve
- Uploading and exporting data can be difficult
👌 I like the fact that we can share the inbox with other reps and we can see and share answers and customers. I also like the fact that we can build in automations and answers in the messaging center.
👎 I would say the thing I disliked the most was the cost. It was to high of a price for our small organization.
Key features
- Sunshine conversations
- AI Search
- Chatbots
- Seamless integration with reporting tools like Geckoboard
- Centralized hub
- Ticket management
- Expert routing
- SEO tools
- Knowledge base
- Social Media Campaigns
Pricing & Plans
Zendesk has a free plan that helps you understand your customer interactions with your product. They have a paid plan that starts at $69 per month.
14. Google Analytics
This customer analytics platform provides insights into customer behavior by tracking interactions with websites and apps. It helps identify which content is most effective, enabling businesses to make informed decisions and improve user engagement.
User reviews & rating
Google Analytics has an overall score of 4.5 out of 5 on the G2 review site.
Pros
- Has a dynamic heatmap feature
- Color codes data clusters accurately help with data analysis and synthesis
- Ability to log into multiple accounts at once
- It is flexible and adaptable to various industries and business models
- Processes data extremely fast
- Has a great customer service team
Cons
- Difficulty to troubleshoot without contacting support when an error is encountered
👌 If you are a small business, this will provide you enough information that you will be able to directionally understand traffic on your site.
👎 For a data and algorithm based company, Google does a terrible, terrible job of estimating reality out of the sampling they do. When we switched to an enterprise web analytics solution that does no sampling, we found that Google Analytics was telling us we had twice as much traffic as we actually do.
Key features
- Automation and analytics
- Reporting
- Advertising Workspace
- Explorations
- Data Collection and Management
- Advanced-Data Governance
- Heatmaps
- Session recordings
Pricing & Plans
Google Analytics is a free tool that helps you process customer data quickly.
15. Adobe Analytics
This robust customer analytics solution offers advanced capabilities for product teams and businesses. It provides real-time data, in-depth analysis, versatile reporting, predictive intelligence, and segmentation tools to support data-driven decision-making.
User reviews & rating
Adobe Analytics has an overall score of 4.1 out of 5 on the G2 review site.
Pros
- Ability to match and analyze data from any digital point in the customer journey
- It is easy to use once implemented for individual customers
- Ability to create reports and dashboards that are customized to specific digital requirements
- Allows measurement of traffic sources, landing page experience, and customer engagement with site tools
Cons
- Difficult to combine Adobe Analytics with other platforms
- Pricing plans are not tailored to small teams
👌 Adobe Analytics is a great way to standardize measurements over multiple websites.
👎 Editing reporting suites SUCKS. Sorry but the page (I think it’s called Admin Tools) takes and insanely long time to load and in some cases fails to load. This proves difficult for someone trying to iterate quickly or needed to test something.
Key features
- Cross-channel Data Integration
- Predictive Analytics
- Customizable Dashboards
- Advanced segmentation
- Real-time Data Visualizations
- Shared audiences
- Web analytics
- Marketing Strategy
- Customer Trends
- Predictive Analytics
- Marketing Campaigns
Pricing & Plans
Adobe Analytics’s pricing information is available on request.
Looking for the best customer analytics software? Try UXtweak!
Choosing the right customer analytics software is key to improving customer engagement and growing your digital product or website.
However, with our list of the top 15 customer analytics tools, picking the right one to track and understand your customers may feel overwhelming. But don’t worry, we have a great recommendation for you.
UXtweak as an all-in-one testing and research tool enables you to gather, analyze, and interpret customer data by leveraging a strong list of features like usability testing, behavioral analytics, and surveys for free. You can try UXtweak by creating a free account and run your first customer test.
