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The best B2B analytics tools

Karolina Karolina • 30 Oct, 2023 11 min read • Blog• Marketing

Welcome to the dynamic world of B2B marketing analytics, where data reigns supreme and informed decisions drive success. 

In an era defined by digital transformation, B2B marketers face a relentless quest to understand their audience, optimize their online presence, and refine strategies for maximum impact. The B2B analytics tools we’ll delve into—HotJar, Ahrefs, Google Analytics 4, Google Search Console, and Crazy Egg—are the guiding beacons illuminating the intricate landscape of B2B marketing. 

These B2B analytics tools empower you to dissect user behavior, dissect the competitive landscape, and refine your content and SEO strategies. They offer insights into the deepest recesses of your website, helping you uncover user engagement patterns, indexing issues, keyword rankings, and the elusive factors that define your online visibility. With these tools at your fingertips, you are poised to evolve from a marketer into a data-driven strategist, ready to steer your B2B initiatives toward unprecedented success. 

So let’s dive into B2B marketing analytics, unveiling the secrets, strategies, and tools that will equip you with the knowledge and capabilities to thrive in this ever-evolving digital arena. 


HotJar peers into the intricate web of user behavior. It’s a holistic user experience optimization suite. HotJar’s session recordings, heatmaps, feedback surveys, and form analytics paint a vivid picture of how users engage with your website, enabling B2B marketers to fine-tune strategies and create user-centric journeys that drive conversions. In the realm of B2B marketing analytics, HotJar is the lens that brings clarity to the art of user engagement. Certainly, let’s delve deeper into HotJar’s capabilities and provide a couple of examples of how B2B marketers can leverage its features to drive results: 

Unveiling User Behavior with Heatmaps

HotJar’s heatmaps offer an insightful visualization of user interactions on a website. Consider a B2B software company seeking to optimize its product page for conversions. By analyzing a heatmap generated by HotJar, the marketing team can identify precisely where users are clicking, scrolling, or dropping off. They might discover that a critical call-to-action button isn’t receiving as much attention as expected. Armed with this information, they can make informed design changes, such as relocating the button or adjusting its color, to boost user engagement and conversion rates. 

Understanding User Feedback through Surveys

HotJar’s qualitative data features extend to user feedback through surveys. Imagine a B2B e-commerce platform looking to enhance its checkout process. HotJar allows them to create customizable on-site surveys that target specific user segments. By asking questions like “What challenges did you face during checkout?” or “How likely are you to recommend us?”, the platform can gather valuable insights directly from users. This feedback informs iterative improvements to the checkout process, leading to reduced cart abandonment and increased sales—a tangible ROI achieved through the power of HotJar. 

Session Recordings

HotJar allows marketers to gain an intimate view of user interactions by recording sessions on their website. This feature captures real-time user journeys, revealing how visitors navigate and engage with web pages. Marketers can replay these sessions to identify friction points, uncover user frustrations, and pinpoint areas of improvement with a level of detail that’s both enlightening and actionable. 

Conversion Funnels

With HotJar’s conversion funnel analysis, marketers can visualize the steps users take on their website leading to conversion or drop-off. This feature aids in identifying bottlenecks in the conversion process, allowing marketers to optimize critical touchpoints and enhance the overall user journey. 

Form Analytics

For B2B marketers, form submissions often signify a valuable lead or conversion. HotJar’s form analytics provide a granular view of how users interact with forms on your website. It tracks form abandonment rates, field completion times, and the precise fields where users tend to drop off. Armed with this knowledge, marketers can fine-tune form designs and increase form submission rates. 

Integration with Slack and Microsoft Teams

Collaboration is key, and HotJar understands this. It integrates seamlessly with popular communication platforms like Slack and Microsoft Teams. This feature allows teams to share insights, collaborate on findings, and discuss actionable strategies directly within their preferred workspace, streamlining communication and decision-making processes. 

HotJar’s feature-rich toolbox equips B2B marketers with the means to comprehensively understand user behavior, gather qualitative feedback, optimize conversion pathways, and enhance the overall user experience.  



Ahrefs, the digital compass for modern B2B marketers, is far more than a B2B analytics tool—it’s a strategic powerhouse. With its ability to unveil competitors’ strategies, unearth high-value keywords, and serve as a wellspring of content ideas and link opportunities, Ahrefs is the ultimate asset for navigating the competitive digital landscape. Let’s discuss Ahrefs’ features further. 

Discovering High-Value Keywords

Imagine a B2B SaaS company specializing in project management software. With Ahrefs, the marketing team can conduct keyword research to identify the most relevant and high-impact keywords in their niche. They might discover that phrases like “cloud-based project management” or “collaborative task tracking” have substantial search volumes and relatively low competition. Armed with this insight, the company can create targeted content optimized around these keywords, positioning themselves as industry leaders and attracting organic traffic interested in their solutions. 

Competitor Backlink Analysis

In the highly competitive B2B software industry, staying ahead of the competition is crucial. Ahrefs allows marketers to analyze the backlink profiles of their top competitors. Let’s say a B2B CRM software provider wants to outrank its competitors. By using Ahrefs, they can identify websites that link to their competitors but not to them. Armed with this information, they can reach out to those websites for guest posting or partnership opportunities, thereby boosting their own backlink profile and organic search visibility. 


Content Ideas and Link Opportunities

Ahrefs excels in providing content ideas and link-building opportunities. Its Content Explorer tool allows marketers to search for topics or keywords relevant to their industry. By analyzing the top-performing content related to a specific topic, B2B marketers can gain inspiration for their own content strategies, ensuring they create valuable and engaging material that resonates with their target audience. 

In the realm of link-building, Ahrefs offers a feature known as “Link Intersect.” This feature enables marketers to identify websites that link to multiple competitors but not to their own. It’s a powerful tool for uncovering potential link-building prospects and expanding a website’s backlink profile, ultimately improving its search engine ranking and online authority. 

Site Audit and Optimization

Ahrefs goes beyond keyword research and competitor analysis by offering a comprehensive site audit tool. This feature allows B2B marketers to perform a detailed examination of their website’s health. It checks for issues such as broken links, missing meta tags, duplicate content, and page speed, among others. Marketers can then use these insights to fine-tune their websites for improved user experience and search engine rankings. 

Additionally, Ahrefs provides recommendations for on-page SEO optimization. Users can receive suggestions to optimize title tags, meta descriptions, and headers, ensuring that their content is not only relevant but also well-structured for search engines and human readers alike. 

Rank Tracking

Ahrefs’ rank tracking feature enables B2B marketers to monitor their website’s performance over time. They can track keyword rankings in search engines and assess the effectiveness of their SEO efforts. This information is crucial for staying competitive in the ever-changing digital landscape, allowing marketers to adjust their strategies in real-time based on actual ranking progress. 

In summary, Ahrefs is a multifaceted B2B marketing analytics tool that offers a spectrum of capabilities, from content ideation and link-building opportunities to comprehensive site audits and rank tracking. Its versatility empowers marketers to not only uncover opportunities but also to optimize their digital presence, ultimately driving success and authority. 


Google Analytics 4 


Google Analytics 4, often abbreviated as GA4, represents a pivotal evolution in the areas of digital analytics. It’s a comprehensive solution designed to illuminate the complex world of user behavior and data-driven decision-making. With its cross-platform data collection, event-based tracking, predictive insights, and advanced e-commerce tracking, GA4 empowers B2B marketers to navigate the digital landscape with precision and achieve unprecedented success. Let’s explore deeper the features of this B2B analytics tool and their significance: 


Cross-Platform Data Collection


Google Analytics 4’s ability to collect data from both websites and mobile apps is invaluable for understanding the modern customer journey. With users seamlessly transitioning between devices, having a unified view of their interactions across platforms is essential. Marketers can gain insights into how users engage with their brand through websites and mobile apps, enabling them to create cohesive and personalized experiences. 


Event-Based Tracking


Event-based tracking is a paradigm shift from the traditional session-based approach. Instead of focusing on entire sessions, GA4 hones in on individual user actions or events. This level of granularity empowers marketers to dissect user behavior, identifying specific actions that drive conversions. It enables them to optimize user journeys with precision, improving an overall website and app performance. 


Privacy Controls

Privacy is paramount in today’s digital landscape. GA4 addresses this concern with features like cookieless measurement, which allows businesses to gather data without relying on cookies, thereby enhancing user privacy and compliance with evolving regulations. Behavioral and conversion modeling further enhances privacy by providing insights while protecting sensitive user information. 


Predictive Capabilities

GA4’s predictive capabilities are a game-changer for marketers. Without the need for complex statistical models, it offers actionable guidance based on historical data. This feature assists marketers in making informed decisions about campaigns, content strategies, and user experiences. It transforms data into actionable insights, simplifying the path to improved performance and ROI. 


Direct Integrations with Media Platforms 

Integrating with media platforms is crucial for optimizing marketing efforts. GA4’s direct integrations streamline this process, allowing marketers to align their advertising campaigns and content strategies with user behavior. By closely connecting their initiatives to actual user interactions, marketers can make data-driven adjustments that lead to more effective campaigns and higher user engagement. 


Enhanced User Engagement Metrics

GA4 provides a deeper understanding of user engagement through metrics like engagement rate, engagement time, and engaged sessions. This helps marketers assess how effectively their content and campaigns capture and retain user interest. 


Audience Building with Predictive Metrics

GA4 offers predictive metrics for audience building, allowing marketers to identify high-value user segments likely to convert. It simplifies audience creation and targeting, helping businesses focus their efforts on the most promising leads. 


Enhanced Data Measurement

GA4 extends data measurement to include interactions in web applications and on-page events. This comprehensive tracking ensures that no user interaction goes unnoticed, providing a comprehensive view of user behavior. 


User Lifecycle Reporting

Marketers can track the entire user lifecycle, from acquisition to retention and monetization, with GA4’s user lifecycle reporting. This feature provides insights into user behavior at different stages, helping marketers tailor their strategies accordingly. 


Custom Event Tracking

GA4 allows for the creation of custom events, enabling businesses to track specific user interactions that are unique to their website or app. This flexibility is particularly valuable for tailoring analytics to fit specific business goals and objectives. 


In summary, Google Analytics 4’s feature set is designed to address the complexities and challenges of modern B2B marketing analytics. It offers a unified cross-platform view of user data, event-based tracking for detailed insights, robust privacy controls, predictive capabilities, and seamless integrations with media platforms. With GA4, B2B marketers have a powerful B2B analytics tool at their disposal to navigate the digital landscape, prioritize data privacy, and optimize strategies for success. 


Google Search Console 

Google Search Console, a cornerstone of modern digital marketing, is your window into the performance and discoverability of your website. It’s the essential B2B analytics tool for marketers seeking to optimize their online presence. With features that confirm site crawlability, offer indexing control, provide comprehensive search traffic insights, and give alerts on issues, it’s the compass that guides your website towards peak performance in the competitive digital landscape. 

Optimize Site Visibility


Google Search Console serves as a critical tool for ensuring that your website is discoverable by search engines. It not only confirms that Google can effectively find and crawl your site but also helps optimize your site’s visibility by offering insights into issues that may hinder search engine accessibility. 


Indexing Control

Beyond confirming site crawlability, Google Search Console empowers you to take charge of your website’s indexing. It allows B2B marketers to quickly address indexing problems and request re-indexing for new or updated content, ensuring that your latest offerings are promptly included in search engine results. 


Comprehensive Search Traffic Data

Google Search Console goes beyond basic metrics, offering comprehensive insights into your site’s performance in Google Search. It provides data on how often your site appears in search results, which search queries lead users to your site, click-through rates for those queries, and more. This treasure trove of data allows for precise analysis of your site’s search traffic, enabling data-driven content and SEO strategies. 


Issue Alerts and Notifications

Keeping your website in top shape is a breeze with Google Search Console’s alert system. It sends notifications when Google encounters indexing issues, spam problems, or other site-related concerns. Timely alerts ensure that you can address issues promptly, preserving your site’s integrity and search engine ranking. 


Backlink Insights

Another invaluable feature of Google Search Console is its ability to show you which sites link to your website. This feature aids in assessing your site’s authority, helping you identify opportunities for building a robust link network. It’s a powerful tool for enhancing your site’s online presence and reputation. 


Mobile Usability Assessment

Google Search Console also assesses your site’s mobile usability. It highlights any issues that might affect the mobile user experience, ensuring that your website is responsive and accessible to users across various devices. 


Rich Result Performance Tracking

B2B marketers can track the performance of rich results (such as structured data) through Google Search Console. This feature provides insights into how these enhanced search results impact your site’s visibility and click-through rates. 


To sum up, Google Search Console is a multifaceted tool that serves as the guardian of your website’s online presence. With features that encompass site visibility, indexing control, search traffic data, issue alerts, backlink insights, mobile usability assessment, and rich result performance tracking, it equips B2B marketers with the insights and tools necessary to optimize their websites for peak performance in the dynamic world of online search. 



Crazy Egg 

Crazy Egg, the indispensable companion in the B2B marketer’s toolkit, is the compass to decipher website user interactions. With its vivid heatmaps, enlightening session recordings, and user feedback surveys, it transforms data into actionable insights. Coupled with potent A/B testing, error tracking, and behavior analysis, Crazy Egg is the key to sculpting superior user experiences, boosting conversions, and achieving marketing excellence. Let me show you features of this B2B analytics tool. 

Segmentation and Filtering

Crazy Egg allows marketers to segment and filter data to gain more precise insights. For example, you can analyze the behavior of visitors from specific geographic locations, device types, or referral sources. This level of granularity helps tailor strategies for different audience segments. 

Insightful user interviews 

Crazy Egg’s array of features extends beyond visual analytics, and its ability to create insightful user interviews stands out. With this feature, B2B marketers can craft surveys and interviews to gather valuable user feedback. These tailored surveys and interviews allow businesses to understand user sentiments, preferences, and pain points, making it a valuable tool for industries such as healthcare seeking patient feedback for improved services or software companies aiming to enhance user experiences based on direct input. Crazy Egg’s interview creation capability empowers marketers to fine-tune strategies, resolve issues, and foster a deeper connection with their audience by actively listening to their needs and preferences. 

Scrollmaps and Confetti Reports

Scrollmaps provide a visual representation of how far users scroll down a page, helping identify where content engagement drops off. Confetti reports, on the other hand, break down clicks into individual user sessions, making it easy to see which elements are attracting clicks and from which sources. 

Mobile Optimization

With the increasing importance of mobile user experiences, Crazy Egg offers specific mobile views and reports. This ensures that B2B marketers can analyze and optimize the mobile user journey, addressing the unique challenges and opportunities presented by mobile visitors. 

Integrations and Export Options

Crazy Egg’s versatility shines through its seamless integrations and robust export options. This feature empowers B2B marketers to effortlessly connect Crazy Egg with their existing marketing stack, whether it’s integrating with popular platforms like Google Analytics or content management systems like WordPress. These integrations streamline data sharing, enhancing collaboration and allowing for a holistic view of website performance. Additionally, Crazy Egg provides extensive export options, enabling marketers to extract data for in-depth analysis and reporting outside the platform. 

Crazy Egg is a versatile user experience optimization tool that empowers B2B marketers with a range of invaluable features. Its segmentation, insightful user interviews and scrollmaps provide deep insights into user behavior and preferences, enabling businesses across industries to create seamless and engaging online experiences. 


In conclusion, the realm of B2B marketing analytics is as diverse as the industries it serves, and the tools at our disposal play pivotal roles in shaping successful strategies. 

HotJar, for instance, transcends industries by offering real-time user behavior insights. In the SaaS industry, it reveals how users navigate through complex dashboards, resulting in improved user experiences and heightened software adoption. 

Ahrefs, a potent SEO and content marketing tool, illustrates its versatility in different industries. In the healthcare sector, it helps clinics discover high-value keywords related to specialized treatments, enhancing their online presence. In the finance industry, it uncovers the content strategies of competitors, enabling companies to tailor their approach for better visibility in search results. 

Google Analytics 4, with its cross-platform data collection and predictive capabilities, shines in various domains. In the education sector, it assists universities in predicting enrollment trends based on historical data, optimizing student recruitment campaigns. In manufacturing, it correlates user engagement data with sales, guiding production and inventory decisions. 

Google Search Console proves invaluable across industries as a site optimization hub. In the travel sector, it identifies user behavior trends, aiding in the creation of tailored travel packages. 

Crazy Egg’s user experience optimization features benefit industries such as hospitality. It uncovers where website visitors are losing interest in booking pages, leading to website redesigns and improved conversion rates. In the automotive industry, it visualizes how users interact with virtual showrooms, influencing the design of digital experiences. 

Each of these tools empowers B2B marketers with specific capabilities, tailored to address industry-specific challenges. By harnessing the right tool and applying it creatively, businesses across diverse sectors can unlock growth, improve user experiences, and achieve success in the highly competitive sphere of B2B marketing.