In today's data-driven world, product analytics has emerged as a game-changer for businesses looking to gain a competitive edge. Product managers, data analysts, and business professionals alike are on the constant lookout for tools that can provide them with valuable insights into their product's performance, especially since businesses that base decisions on data – not instincts or experience – are 19 times more likely to be profitable.
With an ever-growing array of options, choosing the right tool can be quite overwhelming. That's where our comprehensive guide on the 7 Best Product Analytic Tools in 2023 comes in. In this informative blog post, we delve deep into the features, pros, cons, pricing, and user reviews of the top 10 product analytics tools available in the market.
What is a product analytics tool?
A product analytics tool is software that helps companies track, analyze, and optimize user interactions with their products to improve customer experience and drive growth.
Key features of product analytics tools include:
- Analytics Dashboards: Visualize data and monitor key performance indicators in real time.
- Session Recordings: Record and replay user sessions to identify usability issues and uncover insights.
- Funnel Analysis: Track user behavior through conversion funnels to identify drop-off points and optimize the user journey.
- Heatmaps: Visualize user engagement on your website, such as clicks and scrolls, to identify areas for improvement.
- Console logs: A log with information on user behavior, product issues, console errors and warnings that you can consult for easier troubleshooting, bug discovery and diagnosis.
How to choose the right product analytics tool?
Choosing the right product analytics tool can be a challenging task, given the multitude of options available in the market. To make an informed decision, you'll want to keep the following questions in mind when evaluating potential solutions:
- Implementation Ease: How simple is it to integrate and set up the tool within your existing system?
- Cost-effectiveness and scalability: Is the pricing model reasonable, and can it accommodate your business's growth as user sessions increase?
- Infrastructure Impact: Will the tool have minimal impact on your website or web app's performance and load speeds?
- Compliance and Data Privacy: Does the solution adhere to data privacy regulations and prioritize security measures?
- Integration Capabilities: Can the tool easily integrate with your current tech stack and offer a wide range of compatibility options?
- Customer Support: Does the provider offer reliable and responsive customer support to address any issues that may arise?
- Intuitive UI/UX: Is the tool user-friendly, allowing your team to navigate and utilize its features with ease?
- Reviews: Does the product have good reviews on websites like G2?
By considering these factors, you can ensure that you select a product analytics tool that aligns with your business needs and provides valuable insights to drive growth.
The top 7 product analytics tools
The 7 best product analytic tools on the market are:
- Fullview for session replays and console logs
- FullStory for comprehensive digital experience analytics
- Smartlook for funnel analysis
- Google Analytics for free analytics
- Pendo for customer sentiment analysis
- LogRocket for error tracking
- Dragonboat: product portfolio management
Fullview enables product, development and customer support teams to see visual insights into user behavior in their web app. This allows product managers, developers and technical support agents to quickly diagnose and fix customer and product issues. Fullview has three main features: session replays to auto-record and watch recordings of user sessions in your app; cobrowsing to initiate one-click screen control calls with users from within your app; and console logs to see a list of user behavior, console errors and warnings, device and network information, and more. These console logs are available both during a call with a user and while you watch a session replay, so you can see exactly what is going on under the hood on your user's side when troubleshooting.
- Session replays: Auto-record all user sessions in your app to watch them back and see bugs, issues and signs of user frustration (like rage clicks) in context.
- Cobrowsing: See which users are online in your app and initiate one-click screen control calls with them to troubleshoot and fix customer issues faster.
- Console logs: See a list of user steps, console errors, logs and warnings, network and device information to easily diagnose, recreate and troubleshoot user and product issues.
- Segmentation: Filter user sessions with custom labels or presets like date, environment, customer, length, console errors, rage clicks, or warnings to quickly find the exact user session you're looking for. Create custom views to pin filter combinations you access often to your dashboard for easy access.
- Analytics dashboard*: Get a high-level overview of quantitative product usage metrics to validate the qualitative insights you glean from session replays and cobrowsing.
- Built for both product and customer support teams: Customer support teams are a treasure trove of product information and customer insights. Fullview is the only tool on this list that works to dismantle siloes between customer support and product teams so these insights are put to good use.
- Work with the same information: With Fullview, the same information 'flows' between customer support and product teams when issues are detected. Once a customer support agent becomes aware of a problem (either by being contacted by a user or watching a session replay) they can immediately share that replay with the product team. The product team can then watch the replay and study the console logs to identify what happened and deploy a fix. This way, nothing is lost in translation or misunderstood, which are problems that often occur when issues are verbally or manually communicated.
- Cobrowsing: Fullview's cobrowsing feature sets it apart from other product analytics tools because you can both diagnose product issues (using session replays and console logs) and fix them by initiating a cobrowsing call with users and requesting screen control to solve their issue at your end.
- Affordable: Session replay software is notoriously pricey. Fullview is one of the most affordable suppliers on the market: not only do we offer a forever free plan that gives you access to 1000 session recordings a month, our pro plans start at just $71 per month for 10,000 recorded sessions. We also offer a 14-day free trial on pro plans.
- Integrations: Fullview integrates with support and helpdesk software like Intercom, Zendesk and Salesforce so agents can watch session replays and initiate cobrowsing calls straight from the software you already use to support your customers.
- Powerful filtering and segmentation: With the ability to create custom tags and filter sessions with presets like date, duration, user, environment, role, etc., Fullview makes it easy to find the sessions you're looking for without having to wade through hours of recordings.
- Analytics dashboard: The next big thing on our roadmap, our analytics dashboard will give you high-level insights about how customers are using your product, including which of them encounter the most issues, the pages bugs are most likely to occur on, what features they are using and how often, etc. This means that your quantitative and qualitative product data can live in one place.
- 100% GDPR compliant: Fullview is headquartered in the EU and all our data is stored on European servers located in Germany, making us one of the few fully GDPR compliant solutions on the market.
- Customization and data blurring: Fullview automatically detects and blurs out sensitive PII (personally identifiable information) during session replays and cobrowsing calls. We also give you customization options for additional data blurring.
- Only for web apps: Fullview is built around customer identity, which means that it is not suitable for analyzing anonymous traffic to websites.
- No heatmaps: Fullview does not yet have a heatmap feature.
Fullview has a forever free plan that gives you access to 1000 session recordings per month and 4 cobrowsing calls/seat/month.
Our pro plans start at $71/month for session replays and $39/seat/month for cobrowsing. You can purchase the pro modules separately or together.
Fullview has a rating of 4.5 out of 5 stars on G2. If you're interested in learning more about how our customers use Fullview to cut support time and diagnose product issues, check out our customers page.
"The recordings are a game changer in this industry. For support agents, being able to watch a session replay without the pressure of a customer on the phone asking “can you fix it?” is great. And on the development side, not being able to reproduce a bug is no longer a blocker, because we’ve got video evidence that it did happen." Lee Oldham, Autoprotect Group
FullStory is a digital experience analytics platform that helps businesses understand, measure, and optimize their customer experiences on websites and mobile applications. It provides valuable insights into user behavior and identifies areas for improvement through various features.
- Frustration signals: FullStory can detect signs of user frustration, such as rage clicks, dead clicks, or error clicks.
- Journey mapping: By tracking individual user sessions, FullStory creates visual maps of customer journeys, showing how users navigate through a website or app.
- Funnels and conversions: FullStory's funnel analysis allows businesses to track user flows and conversion rates across different stages of the customer journey.
- User segments: FullStory allows businesses to create custom user segments based on various criteria, such as demographics, behavior, or device type.
- In-depth user behavior insights: FullStory provides comprehensive insights into user behavior, helping businesses identify pain points and optimize the user experience.
- Real-time data: The platform offers real-time analytics, enabling businesses to quickly identify and address issues as they arise.
- Customizable dashboards: FullStory's customizable dashboards make it easy to monitor key performance indicators and track progress toward goals.
Several user reviews mention that they like FullStory's intuitive UI/UX, how flexible it is to set up new data points, and that it is relatively simple to onboard new team members and get a hang of the platform.
- Pricing: FullStory can be expensive for smaller businesses, startups or those with limited budgets. It also doesn't list pricing on its website, so you'll need to get in touch with them.
- Learning curve: The platform has a wide range of features, which may take time for users to learn and fully utilize.
- Privacy concerns: Some users may have concerns about the collection and storage of user data, particularly when it comes to session recordings.
- Performance impact: Implementing FullStory's tracking code on a website or app may have a slight impact on performance, particularly for sites with high traffic volumes.
Negative user reviews mention that FullStory's pricing is steep and that, in addition to what you are already paying, several key features are behind paywalls requiring you to spend even more. Some users have also reported negative experiences with FullStory's customer support.
There is no clear pricing information available for FullStory. However, users can contact the company directly to get a custom quote.
Fullstory has a 4.5-star review on G2. Customers love the broad array of data they can track but have reported issues with the pricing and packaging.
Smartlook is a user behavior analytics tool combining both quantitative and qualitative analytics to help businesses understand how users interact with their products, websites, or mobile applications. It provides valuable insights by offering features like heatmaps, events tracking, funnels, and crash reports.
- Heatmaps: Heatmaps provide a visual representation of user engagement on your website or app, showing where users click, tap, or scroll.
- Events: The Events feature in Smartlook enables you to track specific user actions, such as form submissions or button clicks.
- Funnels: Funnels help you analyze the paths users take through your website or app, from entry to conversion.
- Crash reports: Smartlook's crash reports allow you to watch sessions that ended in a crash, helping you identify and fix issues that negatively affect user experience.
- Insightful user behavior analysis: Smartlook provides valuable insights into user behavior, helping businesses identify areas for improvement and optimize the user experience.
- Advanced features: Smartlook offers a comprehensive suite of tools to analyze user interactions.
- Compatibility with other tools: Smartlook can be integrated with popular analytics and customer support tools, enhancing its utility and making it a versatile solution for businesses.
User reviews often note that they love Smartlook's funnel analysis feature and that Smartlook did not negatively impact load times once implemented on their platform.
- Learning curve: Some users may find Smartlook's interface and features overwhelming at first, requiring time to learn and fully utilize the platform.
- Cost: While Smartlook offers a free plan with limited features, businesses may need to invest in paid plans to access advanced functionalities, which could be a downside for smaller businesses or startups with tight budgets.
- Limited customization options: Although Smartlook allows for custom events and funnels, some users may find the customization options limited compared to other analytics tools available in the market.
Negative user reviews often note the fact that Smartlook's features do not work as well for mobile applications, that it can be hard to implement as their documentation is lacking, and that Smartlook's search function is inaccurate and does not surface results that match the filters you apply or search words you look up.
Smartlook offers a forever free plan with up to 3,000 monthly sessions. The paid plan starts at $55 per month and includes 5,000 monthly sessions.
Smartlook has a 4.6-star rating on G2. Customers rave about how easy it is to use Smartlook and that it helps them obtain detailed information about their customers. However, customers dislike that implementing Smartlook can be difficult and that it does not work as well for mobile app analytics.
Google Analytics is a widely-used web analytics service provided by Google that helps businesses track and analyze their website traffic. By offering insights into user behavior, engagement, and conversion metrics, Google Analytics enables businesses to optimize their websites for better performance and user experience.
- Real-time data: Access real-time data on user activity, allowing you to make informed decisions and react quickly to trends.
- Audience insights: Understand your audience demographics, interests, and behavior to tailor your content and marketing strategies.
- Acquisition reports: Analyze the sources of your website traffic, including organic search, paid search, social media, referrals, and more.
- Behavior reports: Track user interactions with your website, including average time on page, page views, and bounce rates.
- Free to use: Google Analytics offers a comprehensive suite of features at no cost, making it accessible to businesses of all sizes.
- Wide adoption: As one of the most popular web analytics tools, Google Analytics has a large user base, extensive documentation, and community support.
- Customization: Google Analytics allows for custom reports, dashboards, and goals, enabling you to focus on the metrics that matter most to your business.
- Complexity: Google Analytics can be overwhelming for beginners due to its extensive features and options.
- Data sampling: For large websites with high traffic, Google Analytics may use data sampling in reports, potentially affecting the accuracy of the insights.
- Limited real-time data: While Google Analytics provides real-time data, the information available in real-time reports is limited compared to historical data.
- Does not work as well for web app: While Google Analytics is a great tool for website analytics, it does not work as well for web apps.
- No session replays: Google Analytics can give you a big picture overview of user acquisition and behavior on your website, but it can't tell you all that much about how individual users are using it or what happened during particular user sessions. A tool like Fullview, which auto-records user sessions in your app so you can watch them back to spot product and user issues in context, does offer this level of granularity.
Google Analytics is free of charge.
Google Analytics has a 4.5-star rating on G2. Customers love the ability to feed data into other systems and the number of features it provides. However, customers dislike that the tracking of goals and events is not automated.
Pendo is a product experience platform that helps businesses understand and improve user engagement, retention, and satisfaction within their web and mobile applications. By offering features like in-app analytics, user feedback, and roadmaps, Pendo enables businesses to make data-driven decisions to enhance product experiences and drive user adoption.
- In-app analytics: Gain insights into user behavior, engagement, and feature usage within your application.
- User segmentation: Create custom user segments based on demographics, behavior, or other attributes to personalize the user experience.
- NPS and user feedback: Collect user feedback through in-app surveys, polls, and Net Promoter Score (NPS) tracking to understand user satisfaction.
- In-app messaging: Deliver targeted messages, announcements, or onboarding guides to users directly within your application.
- Comprehensive insights: Pendo offers in-depth insights into user behavior, engagement, and satisfaction, enabling businesses to make informed decisions about their product.
- Personalization: The platform's user segmentation and targeted messaging capabilities allow for personalized user experiences, increasing engagement and satisfaction.
- Customer feedback: Pendo's NPS and user feedback tools help businesses understand user sentiment and gather valuable feedback for product improvements.
- Ease of use: Pendo's intuitive interface and visualizations make it easy to navigate and understand the data, reducing the learning curve.
Users are generally positive about Pendo's quantitative analytics features, including its built-in dashboards and usage metrics. Positive reviews also mention that Pendo's onboarding is great and it's easy to get started with the tool.
- Cost: Pendo's pricing may be a barrier for smaller businesses or startups with tight budgets. While it has a free tier, you're limited to 500 monthly active users. Its cheapest paid plan starts at $7000 a year.
- Integration complexity: While Pendo integrates with various third-party tools, setting up these integrations can be complex and time-consuming for some users.
- Performance impact: Implementing Pendo's tracking code within your application may cause minor performance impacts, potentially affecting load times and overall user experience.
Negative user reviews have mentioned that Pendo lacks customization capabilities — including ways to customize dashboards. Some reviews also mention that the UX isn't all that usable or intuitive. The free tier lacks any support, which could be a problem for customers who are unfamiliar with product analytics or just starting to use Pendo.
Pendo offers a free tier with a limit of 500 monthly active users. Its paid plans start at $7000 a year and 10,000 monthly active users.
Pendo has a 4.4-star rating on G2. Customers love the versatility of Pendo and its drag-and-drop interface. However, customers tend to have issues with the ability to create reports and the cost of the program.
LogRocket is a powerful tool designed to enhance the experience of web and mobile products. It accomplishes this by integrating session replay, error tracking, and product analytics. This comprehensive approach gives software teams the ability to optimize their applications, making them more user-friendly and efficient. By capturing and analyzing user interactions in real time, LogRocket helps teams identify and resolve issues swiftly, ultimately leading to improved product experiences.
- Developer-Focused Session Replay: This includes playback of DOM, console and network logs, error documentation, as well as performance data for deep insights into user sessions.
- Frontend Performance Monitoring: LogRocket measures CPU & memory usage, web vitals, crashes, and network speed and also provides alerting for proactive issue resolution.
- UX Analytics: LogRocket offers heatmaps, click maps, and scrollmaps to visualize user interaction and engagement on the website or app.
- Session replays: LogRocket's comprehensive session replay feature allows you to see user behavior in context.
- Effective error tracking and issue resolution: LogRocket's error tracking abilities make it a valuable tool in any product team's arsenal.
- Performance monitoring: LogRocket's robust performance monitoring alerts you to what's important, including web vitals, CPU & memory usage, network speed, and crashes.
- Powerful product analytics: LogRocket has conversion funnels, path analysis, and user behavior trends so you can easily and quickly find actionable insights to implement.
- Heatmaps: LogRocket is also good for UX analytics with heatmaps, click maps, and scroll maps
Positive reviews mention that LogRocket's support of iFrames is a big plus. Reviewers also appreciate how easy it is to understand bugs and deploy fixes with LogRocket's console logs.
- Pricey: LogRocket can be pricey if you want to upgrade to pro plans for higher usage limits and more features.
- UI/UX: LogRocket's complex interface may be difficult for some users to understand and use.
- Complexity: Information overload is a possibility when using LogRocket due to the extensive amount of data captured and presented. This can make it hard to parse the most relevant insights and implement impactful changes.
- No user feedback tools: Unlike other software on this list, LogRocket really suffers from a lack of user feedback tools like cobrowsing or surveys. This makes it hard to gather qualitative insights that can work to strengthen your quantitative data.
Negative reviews mention that the product usage data that LogRocket generates is not always accurate and that LogRocket's documentation is very technical. Some users mentioned issues with LogRocket's customer support.
LogRocket offers a forever free plan, which includes 1,000 sessions per month. If you need more sessions, you'll have to upgrade to their team plan, which starts at $99 per month and includes 10,000 sessions per month.
LogRocket has a 4.6-star review on G2. Users liked how easy it easy to watch users' workflow and find any issues they may have. Additionally, customers love user analysis and debugging features. However, customers have noted that it's challenging to capture HTML Canvas elements and lack of visibility into sessions that do not get recorded.
Dragonboat is a software platform designed for product portfolio management. It helps businesses to connect objectives with initiatives and prioritize based on data and results. Dragonboat can enable product managers to strategize, prioritize, deliver, and improve industry-leading products. It's seamlessly integrated with Jira for Agile execution.
- Aligning OKRs, Strategies, and Customer Insights: Dragonboat enables you to seamlessly connect OKRs, strategic plans, and customer insights, thereby fostering data-driven prioritization. This alignment ensures that your team's efforts are always directed toward the most impactful tasks.
- Dynamic Portfolio Allocation: With Dragonboat, you can dynamically allocate resources across various initiatives based on their priority and potential impact. This feature allows for efficient resource management and ensures optimal utilization.
- Data-Driven Prioritization: Dragonboat allows for prioritization based on data using RICE, ROI, and MOAR metrics. This feature enables teams to make informed decisions when prioritizing initiatives.
- Easy to use: Simplifies road mapping exercises, eliminating the need for PowerPoint, Excel, and other similar tools.
- Industry acclaim: Recognized as a top product portfolio management platform for product leaders to strategize, prioritize, deliver, and improve industry-leading products.
- Culture: It has a reputation for a strong leadership team and a hard-working staff that cares about its customers.
- Not one-size-fits-all: It appears that not all teams find the same value in using DragonBoat, with some preferring to use alternative methods or tools.
- Learning curve: While it's seen as a tool with a lot of potential, there might be a learning curve for those who are new to such comprehensive software.
- User error: The effectiveness of the tool ultimately relies on proper execution by the user — ambition alone may not lead to successful outcomes with Dragonboat.
Pricing starts at $69 per user per month, which is perfect for small teams. If you have a larger portfolio of products or manage multiple product teams, you'll want to upgrade to their enterprise plan. This pricing is only available by contacting the sales team directly.
DragonBoat has a 4.9-star rating on G2. Customer love how flexible the tool is and that Dragonboat provides a way for product teams to come together and collaborate when needed while still allowing individual PMs to manage their own roadmaps the way they prefer. However, customers have noted that there is no Netsuite integration yet, and there is no custom field feature to track additional data points.
Wrapping things up
Product analytics has become a vital component for businesses aiming to thrive in the data-driven landscape. The availability of various product analytics tools empowers product managers, data analysts, and business professionals to gain valuable insights into their product's performance and make informed decisions. This comprehensive guide on the 7 Best Product Analytic Tools in 2023 highlights the key features, pros, cons, pricing, and user reviews of the top tools in the market, offering a valuable resource for those looking to choose the right tool.
When selecting a product analytics tool, it is crucial to consider factors such as implementation ease, cost-effectiveness, infrastructure impact, compliance, integration capabilities, customer support, intuitive UI/UX, and user reviews. Each of the top 7 tools — Fullview, FullStory, Smartlook, Google Analytics, Pendo, and LogRocket — offers unique features and strengths tailored to different business needs. By carefully evaluating these tools based on their specific requirements and considering the insights provided in the guide, businesses can confidently select a product analytics tool that aligns with their objectives, enhances customer experiences, and drives growth.