Umer Asad

In today's data-driven world, B2B SaaS companies need a clear overview of their marketing team’s impact on the bottom line metrics. Marketing attribution tools are built for this particular purpose. They’re essential for measuring the effectiveness of different marketing channels and optimizing campaigns to drive ROI. 

These tools use data analysis to determine the channels and touchpoints that are driving conversions and revenue. This enables marketers to make data-driven decisions and allocate their budgets more effectively.

tl;dr:

• Businesses in the SaaS B2B market need attribution tools to identify account journeys and how they ended up converting
• Attribution tools help you dissect touchpoint data and optimize marketing efforts for increased ROI
• Marketing attribution tools are to be used in tandem with your marketing tech stack

Why do SaaS companies need marketing attribution tools?

SaaS companies use attribution tools to find the most effective ways to acquire customers. These tools enable marketers to precisely identify the platforms that contribute to the revenue, and then work on strategies to get the most out of the top-performing touchpoints. 

However, measuring the impact of various marketing channels on customer acquisition and revenue is easier said than done. B2B buyer journeys increasingly involve lengthy sales cycles, multiple touchpoints, and extensive buying committees

Attribution tools are designed to help B2B companies identify these touchpoints and analyze the effectiveness of their marketing efforts. In fact, a survey by AdRoll in 2016 found that companies using marketing attribution tools experienced a 70% increase in conversion rates, a 33% increase in customer retention rates, and a 20% decrease in customer acquisition costs.

Similarly, a study by Google found that companies using data-driven attribution models see a 10% increase in conversions on average. 

The point is, with growing competition, using marketing attribution tools is no longer a matter of choice for SaaS enterprises. It gives your company a huge potential to grow its B2B SaaS market share by simply leveraging touchpoint insights.

All you need is the right marketing attribution tool… and we’ve got the best ones for you right here. 

Top 7 marketing attribution tools for 2023 

1. Adobe Marketo Measure (formerly Bizible)

‍Bizible is a multi-touch attribution tool that identifies the pipeline and revenue generated by each channel and campaign.

The tool attributes revenue streams with specific marketing channels, content, or cross-platform campaigns. 

You can use Adobe Marketo to highlight the performance of each marketing campaign and accurately identify your most high-performing touchpoints. 

It provides a holistic view of the marketing funnel which allows you to measure the impact of your marketing efforts, allocate budget to the right channels, and align marketing and sales teams using unified data.

Key features 

Cross-channel engagement: You can target customers based on their current stage in the buying journey to keep them engaged through personalized social media messages, impactful emails, and more.

Connect sales and marketing: Centralize data such as prioritized leads and relevant customer insights to enable your sales and marketing teams to collaborate for better conversion. 

Identify real-time behavior: Use data-rich profiles and AI to identify customer preferences and deliver personalized experiences

Integrations

You can integrate Adobe Marketo with: 

• Salesforce
• Eloqua
• Pardot
• HubSpot
• Google Analytics
• Bing Ads
• Facebook Ads
• LinkedIn Ads
• Twitter Ads
• AdRoll
• DoubleClick by Google
• Kenshoo
• Marin Software

Adobe Marketo pros 

• Choose from a wide range of attribution models based on the nature of your business
• Report and visualize data across marketing channels and campaigns
• Tap into real-time customer behavioral insights

Adobe Marketo cons

• Filtering data within the dashboard can be tricky
• Limited integration options 
• Cannot see user activity on the account level

Pricing 

Adobe Marketo offers 4 different subscription packages, each of which varies depending upon the size of your database. Each plan also comes with unique features starting from basic marketing attribution features (Growth package) to full-fledged automation and attribution insights (Ultimate package).

Reviews 

1. Bizible was great for creating our multi-touch attribution model and allowed our marketing team to gain real insight into our online and offline marketing efforts. 
2. For us, it wasn't the perfect tool only because we tended to look at the activity at the account level in Salesforce, but we could only view activity at the contact level within Bizible so there was a bit of a mismatch there.

2. Dreamdata

‍

Dreamdata is a B2B revenue attribution tool that offers actionable revenue analysis by tapping into both online and offline touchpoints. 

Dreamdata integrates with multiple data sources to provide a comprehensive view of the customer journey from initial engagement to final conversion. This enables you to optimize your business’s marketing strategies and drive growth.

This attribution software uses advanced algorithms and machine learning to credit different marketing channels and touchpoints along the customer journey. This helps identify the impact of each marketing touchpoint on revenue generation. 

Key features 

Web analytics: track engagement by drilling into each URL’s performance

No-code integrations: a user-friendly plug-and-play integration setup that doesn’t require a single line of code

Content analytics: Identify the top content pieces which influence leads and customers 

Integrations

• CRM: Salesforce, HubSpot, Pipedrive, Close, Zendesk Sell, Zoho CRM, and Microsoft Dynamics.
• Marketing automation: Marketo, HubSpot, and Pardot
• Ad platforms: Google Ads, LinkedIn Ads, Facebook Ads, Bing Ads, Twitter Ads, Capterra, G2, Drift, and AdRoll
• Customer Success: Intercom
• Sales tools: Outreach
• Website tracking: Segment, analytics.js, Zapier, and Snowplow
• Data Warehouse: BigQuery, Amazon Redshift, and Snowflake
• BI tools: Google Data Studio, Tableau, Power BI, Metabase, Zendesk Sell, and Looker
• Reverse ETL: Hightouch, and Census

Dreamdata pros 

• Easy to configure 
• Provides accurate content marketing insights
• Stays competitive by swiftly rolling out new features 

Dreamdata cons

• Limited flexibility
•  The UI/UX is not user-friendly 
• Onboarding is a hassle with minimal training material available 

Pricing 

The base plan of Dreamdata is free for individuals. Pricing starts at $999 for a team, while businesses with multiple teams can get a customized plan made to fit their requirements.  

Reviews 

1. The way the team works with us to customize our specific needs to the numbers we get back around marketing attribution. It has taken time, but the insights we have access to are very powerful.
2. The dashboard can be quite buggy & really isn't structured to help drill down on the top-level numbers to gather more granular insights on what is helping us succeed or which campaigns are performing well for us - which is difficult when it comes to reporting on the success or failure of campaigns.

3. Factors

‍

Factors is a unified B2B visitor identification, marketing analytics and attribution tool that helps go-to-market teams monitor and optimize efforts across campaigns, website, offline events, and CRM.

Factors saves time and effort by empowering a consolidated view of the customer journey across the website, ad platforms, MAP and CRM. Such a unified view of your marketing metrics enables you to identify customer journeys with incredible detail. 

Factors provides you with data about each and every touchpoint that users interacted with. This allows you to measure each touchpoint’s performance, optimize them accordingly, reduce customer acquisition costs in the process, and generate more revenue.  

Key features

Data Integration: Choose from a list of attribution models that fits your business needs and connect your go to market data across CRM, website, and campaigns with no-code integrations

Visitor Identification: Identify anonymous traffic, track visitor behavior, and target high-intent accounts 

ABM Analytics: Track your marketing campaigns, spends, and KPIs under one roof.

Journey Analytics: Visualize aggregated user paths and generate automated insights into what's helping and hurting conversions.

Revenue Attribution: Credit marketing touch-points to conversions and bottom line metrics with a range of multi-touch attribution models.

Account Timelines: Map out customer engagement at a user and account level. See how prospects  interact with your brand and progress through the sales funnel.

Integrations

• HubSpot
• Segment
• Salesforce
• Salesforce
• LeadSquared CRM
• Google Ads
• Clearbit
• LinkedIn
• Facebook Ads
• Marketo Engage
• Drift
• Microsoft Advertising
• Google Search Console

Factors.AI pros

• A powerful, yet intuitive tool that offers a unified view of data from all touchpoints
• Advanced Event Analytics architecture with the flexibility to run User level or Account level reports
• It pulls the CRM data and makes it available for reporting in a chronological order
• Highly accurate in tracking user engagement metrics 
• Auto-Click Capture enables you to conveniently measure CTA effectiveness across your website
• Extremely helpful customer support

Factors.AI cons

Limited integrations 

Non-customizable graphical representations

Pricing 

Factors provides multiple subscription plans across three different categories. 

Factors Website Deanonymization

There are 4 subscription plans in the Factors Website Deanonymization category, starting at $99/month which identifies 500 companies, going up to an Enterprise level plan which can identify 5000+ companies for you. 

Analytics and Attribution

The Attribution and Analytics category features 4 different subscription plans starting at $399/month allowing up to 10,000 users, and goes up to an Agency level plan for full-fledged marketing agencies.

Professional Services

Factors also offers Professional Services with three subscription plans. The price varies based on the number of hours you purchase. The higher your billable hours are, the lower your per-hour cost will be. 

• Tier 1 is for early-stage teams and costs $50/hour for 10 hrs/month
• Tier 2 is for high-growth teams, and costs $45/hour for 20 hrs/month
• Tier 3 is for end-to-end consultation, and costs $40/hour for 30hrs/month

Reviews

1. Best customer support I have seen for a SaaS product - The team helps build any reports we require.
2. The UI can probably use a bit more polish, but I expect they'll get there considering how fast they're moving
3. Loved the accuracy of marketing attribution to channels for lead generation of websites.

4. Ruler Analytics 

Ruler Analytics is a marketing attribution and lead-tracking solution that maps your user journeys and credits the channels that bring in leads. 

This tool allows you to identify leads and leverage reverse engineering to map out the entire journey of that lead. It also uses this data to predict how similar prospects would behave, allowing you to take proactive action by setting up campaigns to target such customers at different stages within the pipeline.

Ruler Analytics comes with various tracking features and multi-touch attribution that allows your business to measure the effectiveness of each campaign. However, unlike most other alternatives, Ruler Analytics gets to work only after a lead is converted, which means you won’t get any insights from abandoned visitors. 

Key features 

Form tracking: separate leads that converted from form submissions, and track their journey to identify why these converted and others didn’t.

Predictive analysis: identify potential risks by analyzing historical data to predict future business outcomes and take proactive measures accordingly.

Revenue analytics: identify which campaigns, channels, and keywords brought the lead in. 

Integrations 

• Google Ads
• Facebook
• Salesforce
• Google Analytics
• Bespoke
• Capsule
• HubSpot
• Insightly 
• Microsoft Dynamics
• Pipedrive
• Proclaim
• Sugar CRM
• Unbounce
• Zoho
• LinkedIn
• Microsoft (Bing) Ads

… and more.

Ruler Analytics pros 

• Allows you to track live chats, web forms,  and calls from different marketing channels
• Comes with a large set of pre-built integrations
• Can be used to track offline events

Ruler Analytics cons

• The learning curve is bigger due to a cluttered dashboard
• Limited integration capabilities with some tools 
• Dashboard often takes time to load 
• Doesn’t offer account-level analytics which is a must-have for B2B companies

Pricing 

Ruler Analytics offers 4 different subscription models starting at $199/month for SMEs with traffic of up to 50,000 visits. You can also opt for a fully customized plan to meet your particular attribution needs.

Reviews 

1. Great customer support. Easy implementation. Powerful online and offline tracking capabilities. 
2. The functionality to compare data from different time periods isn’t present within the dashboard - something beneficial to GA.

5. Full Circle Insights 

Full Circle Insights is a multi-touch attribution tool best fit for marketing performance management.

Full Circle Insights helps businesses understand the entire customer journey by combining data from marketing automation, CRMs, and ad platforms. It tracks each touchpoint to gain relevant insights about activities that are driving the most revenue. 

As a full-fledged marketing performance management tool, it offers numerous features and capabilities  such as lead management, funnel metrics, and campaign attribution.

Key features 

Salesforce Integration: tie your marketing campaigns directly to revenue and track the ROI of each campaign.

Digital Source Tracker: identify marketing offers across channels that drive conversions and pipeline.

Data Cleansing and Enrichment: ensure the accuracy of marketing data to amplify your marketing efforts, acquire more leads, and gain more revenue.

Integrations 

Full Circle Insights doesn’t provide integrations of its own, but you can link it with other apps like Workato, which will enable Full Circle Insights to integrate with 1000+ SaaS apps. 

Full Circle Insights Pros 

• Easy to understand the data and attribution model
• Flexibility in curating how you want to track your business' funnel(s) and create a lead lifecycle.
• Accurate tracking and visibility into lead-initiated activity (response management). 

Full Circle Insights Cons 

• Implementation or rebuilding can be daunting without knowledge of how flows or processes will be affected. Like any other platform, constant iteration and changes need to be made.
• Since FCI is native to Salesforce, non-Salesforce users (for example HubSpot users) cannot use this platform.
• Any issue outside of the tool’s own configuration panel almost always requires an SFDC admin or developer to troubleshoot.

Pricing 

Full Circle Insights offers 5 different pricing options:

• Matchmaker: lead to account matching and account-based marketing solution
• Digital Source Tracker: track the impact of your digital marketing
• Campaign Attribution: campaign performance measurement
• Funnel Metrics: full-funnel visibility
• Full Circle Enterprise: our flagship marketing performance management solution

To get accurate pricing details for each plan, talk to Full Circle Insight’s sales team through their website.

Reviews 

1. Since the model is built into SFDC, you can leverage custom reporting fairly easily. So, as your organization grows and changes, you can also easily update the model(s).
2. The implementation is extremely time-consuming and you definitely need a dedicated SFDC Admin internally for implementation and upkeep.

6. Attribution App 

Attribution App is a multi-touch attribution tool that shows your revenue, visits, conversions, and ROI through a single holistic dashboard. 

Attribution App offers attribution at the user and account level, enabling users to truly understand the buyer journey and credit touchpoints that drive ROI. Attribution also offers affiliate tracking to help you compare affiliate channels within a single window. 

You can use the tool’s cohort-based reporting feature to show ROAS per channel per day/month for actionable insights, and export all the data and insights for further analysis.

Key features 

Multi-touch attribution: analyze interactions across channels and accounts and set up intuitive workflows for complete reporting flexibility. 

Affiliate tracking: invest in affiliate marketing with confidence, track all your partner campaigns, and consolidate all that data within the attribution dashboard for analysis.

Data export tool: automatically or manually export Attribution App’s data for reporting and analysis and make the most out of the acquired insights into customer journeys. 

Integrations

• AdRoll
• Bing Ads
• Facebook Ads
• Google Ads
• Heap
• HubSpot
• LinkedIn
• Magento
• Marketo
• Outbrain 
• Pipedrive
• Quora
• Recurly 
• Salesforce
• Segment
• Shopify 
• Stripe
• Twitter Ads
• Woocommerce
• WordPress
• Zendesk

… and more.

Attribution Pros 

• Easily build custom attribution models from click data 
• Powerful multi-touch attribution platform.
• Centralized dashboard with great visualizations

Attribution Cons 

• High page load times
• Keyword-level data from AdWords isn’t passed into the Attribution App.
• Limited customizations

Pricing 

No pricing information is available on the website. 

Reviews 

1. Incredible multi-touch attribution platform with outstanding support.
2. We are not allowed to customize reporting views on the dashboard. (For example, I can't see signups next to purchases. these are two different pulls)

7. HockeyStack 

HockeyStack is a no-code revenue attribution tool that unites data from different touchpoints to identify account-based intent at different stages of the buying journey.

HockeyStack allows you to highlight the channels that are driving high-quality leads so you can allocate marketing efforts in the right direction to increase ROI. It gives you a deeper understanding of your website’s visitors’ behavior, coupled with advanced tracking and analytics features to help you swiftly take data-driven business decisions.   

HockeyStack also allows you to track clicks, form submissions, views, bounce rates, session timelines, and more, all of which can be filtered by geographic, demographic, and behavioral attributes for clearer analysis. 

Key features 

LinkedIn impression tracking: take a step beyond measuring CTRs. Track all your LinkedIn views, campaign impressions, and engagement at the account level and identify the social media platform’s influence on your pipeline.

Attribution analysis: Collect data from all touchpoints including pre- and post-conversion journeys and view them in a unified visual dashboard

Unified tracking: execute a single code for setup and attribute each CRM field with revenue within minutes

Integrations 

• CRM: HubSpot CRM, Salesforce, Pipedrive, Close, Microsoft Dynamics
• Ads: Google Ads, LinkedIn Ads, Twitter Ads, Facebook Ads, Capterra Ads, TikTok Ads
• Account-based marketing: 6sense, Rollworks, Albacross
• Marketing Automation: Mailchimp, Pardot, Marketo, HubSpot Marketing Hub

HockeyStack pros 

• Cookieless analytics
• Minimal code implementation in minutes
• Customizable dashboard

HockeyStack cons 

• No content heatmaps 
• Limited integration options and requests take several days to a week to build
• Limited alerts and notifications 

Pricing

You can purchase HockeyStack’s subscription for $949/month. This base package is offered with a 30-day refund policy and can be used to identify 10 seats and up to 10k users.

Reviews 

1. We used HubSpot before and we couldn't see what happened before the lead filled out a form or before we went outbound. HockeyStack showed the hidden touchpoints before the person ever became a lead.
2. We noticed data accuracy problems a few times. I believe their responsive team is working hard on the product and trying to improve the quality. We're also looking forward to seeing the AMP version of their script.

What should you look for in an attribution tool?

Not all marketing attribution software is made equal. That’s why you need to consider several factors before searching for the right attribution tool for your business, such as:

Integrations

It is essential to see if an attribution software can integrate with your existing marketing technology stack. This means that it should seamlessly connect with your email marketing software, your social media platforms, CRM, and any other tool you use for marketing. In addition, you should also be able to integrate your tool with ad platforms and websites for a holistic view of your pipeline.

Some attribution tools may have limited integrations, but are open to create customized ones for your marketing tech stack. In this case, you should see their turnaround time to build an integration for your business, and the quality of customer support it offers during the process. 

Pricing

You need to find a fine line between the features offered by an attribution tool and the subscription models it offers. Compare different tools to find the most competitive pricing and don’t overpay for features you may not need. 

Furthermore, pricing strategies vary from one attribution tool to another. While some tools charge on the number of seats, others charge on the number of conversions. Study each alternative’s pricing model to determine the one that works best for you. 

Ease of use

Your attribution tool will be the heart of all your marketing, analysis, and reporting activities, which means you will be utilizing it for several hours every week. That’s why it needs to have a simple and user-friendly UI/UX so there are no hiccups in onboarding or operations.  

In addition, consider features like real-time alerts and automation to get rid of administrative tasks. This will also enable you to focus on analysis and stay on top of your marketing efforts without digging into the data. 

Additional considerations

Your attribution tool should be able to align content, lead gen, marketing, and sales teams by having answers to all of their potential questions about each channel. 

Remember: an attribution tool is not a magic wand that can resolve all your pipeline concerns independently. You need to have a robust marketing technology stack that can align with your attribution software to direct your marketing team’s efforts. 

Factors is one multi-touch marketing attribution tool that checks all the boxes to become the perfect fit for your business. Don’t take our word for it: take a free demo here.

Or sign up with Factors now to change the way you leverage account journeys forever.  

FAQs

How do you measure marketing attribution?

You can measure marketing attribution through different models such as:

• First-touch attribution
• Last-touch attribution 
• Multi-touch attribution 

Each of these models uses different metrics to identify the efforts involved in marketing, cost incurred, and revenue generated. You can use an attribution tool with one or a mix of different models to effectively measure your marketing attribution.

What attribution model should I use?

Different attribution models use different parameters to measure marketing attribution. Each of these models offers a unique set of benefits, for example: 

• First-touch attribution: gives conversion credit to the very first touchpoint in the journey allowing you to identify which channel or piece of content got your customer started on their journey 
• Last-touch attribution: gives conversion credit to the last touchpoint in the journey that led a customer to make the purchase 
• Multi-touch attribution: gives credit to each touchpoint in the journey that contributed to the user’s decision, and eventually led to conversion. Some touchpoints play a more important role in conversion than others.  

The point is that each attribution model is different, and that you should opt for the one that works best for your business. 

Marketing analytics tools have become an integral part of B2B companies. Analytics tools help marketers understand how their target audience interacts with the website, various campaigns,  and other touchpoints across the customer journey. 

Advanced analytics tools can track and analyze granular metrics such as website engagement and omni-channel conversion. This, in turn, helps teams reduce friction and optimize marketing ROI by scaling campaigns and initiatives that drive results. One such tool is Heap analytics.

Heap is a digital analytics platform that automatically captures and tracks user interactions on a website or app. The tool provides many features, including automatic event tracking, retroactive data capture, and real-time reporting.

But like every other tool, Heap comes with its limitations. 

We evaluated the customer reviews and found that poor customer support, insufficient data integrations, and a steep learning curve are some of its most prominent limitations. 

This blog will discuss the limitations of Heap and list some comprehensive alternatives for you to choose from. Let us evaluate each alternative, its features, customer reviews, and more in detail below. 

Why do users look for a Heap alternative?

To better understand a tool’s pros and cons, customer reviews are the best place to start. We have analyzed review platforms such as G2, Capterra, and Trustradius and found the following about Heap. 

1. Poor customer support

Customer support is at the heart of great customer experience. Quick, relevant responses and solutions help users get the most out of the product. Unfortunately, according to reviews, customers find Heap's customer support to be lacking.

2. Manual implementation

There are several cons to manually implementing a marketing analytics tool. Two downsides are a higher risk of errors and increased time consumption.

3. Heap has limited analytics functionality

While Heap is great at what it does, its overall functionality seems to be limited as compared to other alternatives. This results in skewed analysis and misleading insights.

4. Poor data integrations

Limited integration can lead to siloed data and inconsistent reporting across platforms and departments. Heap offers relatively few integrations as compared to other alternatives in the market. This results in the inability to accurately measure and analyze the success of marketing performance.

5. Steep learning curve

The usability of the tool can critically impact the tool’s user adoption and engagement. As you can see from the review given below, the user praises the functionality of the tool but, at the same time, disliked the complexity. 

6. Very expensive

Expensive marketing analytics tools put a strain on businesses’ budgets, making it difficult to invest in all necessary tools for them to grow. 

The above customer reviews provide an overview of Heap’s limitations. These limitations have led marketers to look for an alternative that best fits their business.

Top 9 Heap alternatives

We have conducted thorough research and compiled a list of analytics tools that best fit as Heap alternatives. Go through each tool to see which is the right choice for you. 

1. Factors.ai

Factors.ai is a marketing analytics tool that is purpose-built for B2B companies. Factors helps B2B teams optimize GTM efforts across campaigns, website, and offline events.

It is easy to use and implement and offers no-code integrations with ad platforms, CRMs, MAPs, and CDPs 

Its dashboard is intuitive and customizable, helping users to include all crucial customer data in one place. This lets users easily track and analyze all data and generate insights to optimize campaigns. 

Factors can help demand generation teams - 

• Understand each stage of the customer journey
• Track funnel performance at each stage
• And identify factors that help drive conversion

It can automatically track and analyze content performance and provide insight into what’s working and what’s not.

Key features

1. Event tracking

Factors can automatically track events online and offline. Offline events may include meetings, sales calls, and webinars, which tools like Heap don’t track. Factors also offers retroactive data capturing.  

2. User Segmentation

The level of segmentation depends on the customer data available in the tool. With robust integrations with CRM software, Factors can collect more data than other tools and provide efficient user segmentation. 

3. User Timeline

The feature helps track and visualize all user interactions and engagements with the website. Factors can track offline touchpoints and incorporate them to provide a detailed timeline on both the user-level and account-level. 

4. AI-Powered Insights

The ‘Explain’ feature of Factors uses AI technology to identify the elements that are working in favor of a defined goal and those that aren’t. 

5. Multi-Touch Attribution

Factors allows marketers to compare and choose between attribution models that best fit their business. Also, marketers can attribute conversion to the most influential channels by tracking and analyzing all essential touchpoints

6.  Account Identification

Factors empowers IP-lookup to identify anonymous companies visiting your website You can get insights into high-intent accounts including where they come from, the industry, and the revenue range, and can use the information to segment qualified traffic from the rest. 

7. Path Analysis

Visualize the customer journey at account-level and identify the influential path throughout the journey. With Factors, you can keep track of customers who convert and understand their customer journey in depth.  

Integrations

• Hubspot
• Facebook Ads
• LinkedIn Ads
• Google Ads
• Salesforce
• Segment
• Bing Ads
• Rudderstack
• Marketo
• 6Sense
• Clearbit
• Leadsquared
• Drift
• Google Search Console
• Slack
• Google spreadsheet 

Customer reviews 

Pricing

Factors provides 3 services and the pricing plans are as follows.

Analytics & Attribution

• Starter plan for Early-Stage team – $399 per month.
• Growth plan for High-Growth Marketers – $799 per month.
• Custom and Agency – Contact for a quote.

2. Plausible Analytics

Plausible Analytics is a cookieless, open-source web analytics tool. The tool’s script size is smaller than 1KB, ensuring that website loading time remains the same.

The tool is easy to use and complies with GDPR, CCPA, and PECR privacy laws. It provides a range of features to help facilitate web analytics, which we discuss in the next section.

Key features

1. Traffic Segmentation

The feature enables marketers to segment their visitors with metrics like country, region, city, and entry and exit pages. This allows marketers to understand their visitors and content performance better. Marketers can also create custom events to track and collect the necessary information. 

2. Shareable Dashboard

In Plausible Analytics, the dashboard and reports are set to private by default. It also allows users to share the dashboards with the team to facilitate collaboration across departments. 

3. Email and Slack Notifications

Get real-time notifications through email and Slack channels about changes in website traffic. Notifications can be set to weekly or monthly and shared with multiple recipients.

Integrations

• Bubble.io
• Carrd
• Hubspot
• Google Data Studio
• Google Search Console

Customer review 

Pricing 

The tool provides a free trial, and the paid plans start from just $9 per month for 10K visitors. Furthermore, users can get a 2-month free subscription if they bill annually.

3. Matomo (Piwik)

Matomo, formerly Piwik, is third on the list of our Heap alternatives. The tool is one of the leading open-source web analytics platforms available in the market.  

The tool focuses on providing pristine customer privacy and complete data ownership.  It provides 2 different hosting options, cloud-based and on-premise. While the cloud option makes installation hassle-free, the on-premise option offers more flexibility. 

The tool is easy to use and allows users to create custom dashboards, reports, and widgets to suit their needs.

Key features

1. Multi-Touch Attribution

Matomo provides marketing attribution solutions that enable marketers to identify the channels or campaigns that drive more conversions. 

2. Event tracking

This feature enables marketers to understand visitor behavior within the website. Marketers can also create custom events to analyze visitor behavior and identify hush-quality leads.

3. Custom Reports

This feature allows marketers to generate reports including all essential metrics they want to track and get valuable insights. 

Integrations

• WordPress
• Magento
• MailChimp
• WooCommerce

Customer review

Pricing

The On-Premise hosting is free. Users can download and host it on their servers. A drawback of the on-premise version is that its features are limited, and the users will have to pay additional fees for each feature. 

For Cloud, the pricing starts from $23 per month for 50K traffic. 

4. Amplitude 

Amplitude is a digital analytics platform providing product analytics and web analytics. Though it offers both services, the tool is primarily used for product analytics.

It provides a range of features that help businesses keep track of key metrics like user retention, conversion rates, etc. Amplitude also allows marketers to create cohorts and track performance across different campaigns. Amplitude enables easy setup of funnels and conversion charts.

Key features

1. User Profiling

This feature offers detailed information about individual users, such as behavior, demographic, and more. Marketers can leverage this information to create more personalized campaigns and increase the likelihood of conversions. 

2. Website Analytics

With Amplitude, businesses can track all user interactions and understand how they engage with their products. These insights help marketers identify the content and campaigns  that resonate with the users and contribute to conversion.

3. User Survey

Amplitude provides a survey option to gather real-time feedback from users. Marketers can use this feedback to optimize their websites and improve customer experience. 

Integrations

• Segment
• Slack
• Salesforce
• Optimizely

Customer review

Pricing

Amplitude offers a free Starter plan with limited features. Details about the paid plans Growth and Enterprise are available upon request. 

5. Mixpanel 

Mixpanel is another analytics tool like Heap and Amplitude. The tool’s primary focus is on product analytics. It can track and analyze customer interactions across different platforms. This helps businesses optimize their products and improve their customer experience.

It offers both coded and codeless implementation depending on the user’s preference. According to their website, it takes a minimum of 30 minutes to implement the tool. Also, you will need the help of some tech experts to implement the coded version. 

Key feature

1. Behavioral Analytics

The feature allows user segmentation based on users’ behavior and interactions with the product. The feature further provides data that help marketers personalize their campaigns to drive conversion. 

2. Custom Alerts

Get alerts in real-time when defined goals are reached. For example, you can set alerts to get notified whenever a visitor turns into a lead or whenever there is a decrease in traffic. By doing so, marketers can analyze their data and find the factors that are causing these changes. 

3. Data Export

Mixpanel allows you to export its data to other tools. Therefore marketers can combine Mixpanel data with other analytics tools' data to get a complete picture of their users’ behavior and preferences. 

Integrations

• Google Cloud
• Salesforce
• Zendesk
• Slack
• Hubspot

Customer review

Pricing

The tool offers a free version for 20M events per month. There are two paid plans.

• Growth - starting from $20 up to 300M events per month
• Enterprise - starting from $1667 for 1B + events per month

Contact the Mixpanel team for more details about their plans.

6. Google Analytics

Google Analytics is a website analytics tool that businesses can use to track and analyze their website traffic and user behavior. There is another version specifically for enterprises as well - Google Analytics 360. 

Users can add GA's code to their website to get insights into how visitors interact with your website. The key metrics provided by GA include;

• Page views
• Bounce rate
• Session duration
• Conversion rate

With GA, users can learn about visitors' demographics, behavior, and traffic sources. This information can be used to optimize the website and campaigns to improve performance. 

Key Note: GA-4, the latest version of Google Analytics, has replaced the previous Universal Analytics. 

Key features

1. Real-Time Analytics Data

The tool provides real-time data on website traffic. The data includes but is not limited to, the number of visitors, their location, and the pages they view. Businesses can use this data to better understand the sources that generate high-intent visitors and how they engage. 

2. eCommerce Tracking

GA provides features for eCommerce businesses allowing them to keep track of sales and revenue.  

3. Custom Reporting

Track the metrics that matter most with custom reports and dashboards. In doing so, marketers can quickly and easily access and analyze the data and make decisions on improving the website and marketing campaigns. 

Integrations

• Salesforce
• Zoho
• Hubspot
• Mailchimp
• Campaign Monitor

Customer review

Pricing

Although Google Analytics is free for businesses,  Google Analytics 360 is paid and the pricing starts at $150,000 per year.

7. Kissmetrics

Kissmetrics is an analytics tool that helps track and analyze user behavior on websites and mobile apps. The tool provides data into how users interact with their site, which includes;

• Pages users visit
• Sessions per page
• Actions users take

Marketers can use this information to make data-driven decisions on improving user engagement, conversion rates, and overall user experience. 

Key features

1. Customer Segmentation 

With Kissmetrics, businesses can group users based on shared characteristics. This enables marketers to create targeted campaigns for each segment and improves user engagement.

2. Cohort Analysis

This feature helps track and analyze user behavior by cohorts and identify trends and patterns. For example, it could help businesses determine whether users signed in a particular month will continue to the next month. 

3. A/B Testing 

Test and compare pages and choose the one that performs better. Therefore the feature helps marketers optimize the user experience and improve conversion rates.

Integrations

• Hubspot
• Magento Go
• Marketo
• Optimizely
• Convert
• Mailchimp

Customer review

Pricing

The pricing plan of Kissmetrics is as follows:

• Silver - $299 per month for 10K visitors
• Gold - $499 per month for 25K visitors 

They also offer a custom option. Contact the Kissmetrics team for more information. 

8. Contentsquare 

Contentsquare is a digital analytics platform that helps businesses understand customer interaction with the website and app. The tool can track and analyze customer behavior and provide information about customer engagement.

By analyzing user behavior and engagement data, the tool helps marketers optimize their websites or apps and improves user experience and drives business growth. In addition, it offers an intuitive user interface and can be used by businesses of all sizes and industries.

Key feature

1. Consumer Behavior

The tool tracks all user interactions and micro-gestures to understand what visitors are doing and why they are doing it. These can help align future marketing efforts with customer needs and goals, improving user experience and conversion rates. 

2. Surface Insights

This feature helps pinpoint issues faced by users at any stage of the customer journey. It also helps identify the root problems through session replays and quantify their impact on the brand. 

Integrations

• Salesforce
• Google Analytics
• Adobe Analytics
• InMoment
• AWS

Customer review

Pricing

The tool does not provide information about their pricing plans. Contact the Contentsquare team for more details. 

9. FullStory

The last in the list of Heap alternatives is FullStory.

FullStory is a digital analytics tool that helps understand user interactions on websites, apps, or digital products.

The tool's conversion report pinpoints user friction and quantifies its impact on KPIs. FullStory also allows a customizable dashboard to visualize all key metrics at a glance. 

Key features

1. Funnel Conversions

Automatically tracks all user interactions to see how customers move down the sales funnel. It also helps identify areas of high engagement and areas where users drop off. 

2. Website Analytics

Track all key metrics in real-time to understand how your users interact with the website or app. The metrics can include engagement time, clicks, scrolls, and more. It analyzes these metrics and reveals opportunities to improve your efforts.

Integrations

• Salesforce
• Google Analytics
• Optimizely
• Google Optimize
• Olark 

Customer review

Pricing

FullStory offers three paid plans

• Enterprise
• Advanced
• Business

The details of the plans are available upon request.

FullStory also provides a 14-day free trial. 

Takeaway

To conclude, if you are looking for a Heap alternative, there are several options available. The tool you select will depend on your business requirements and goal. 

For example, if you are looking to improve your digital product’s performance and user experience, then consider tools like Mixpanel and Amplitude. On the other hand, if you want to improve your marketing efforts, then consider tools like Factors.ai, Google Analytics, and Matomo.

Make use of the free trials offered by each tool to see which is the best fit for your business.