Website Activity: 21 Tools and Tactics to Track Users

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Jay Fuchs
Jay Fuchs


Ecommerce websites can benefit from website tracking activity. Why? To get to know their clients, online companies need to take different approaches than traditional stores. So, they use software to monitor how people use the site's features.

Website Activity: The Tools and Tactics to Track It

Metrics about website traffic can provide useful information, such as the number of visitors, where they came from, how long they stayed on the site, and the percentage of site visitors who ended up making a purchase.

Google Analytics is an essential tool for observing user behavior on websites, but it does not provide insight into the motivations behind such behavior. If you want a deeper understanding, you should use it in tandem with other website monitoring tools. See top options below.

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Why track website activity?

Closely tracking and understanding your website activity can inform more thoughtful, effective sales efforts. The practice offers perspective on what kinds of visitors your site is appealing to.

By tracking how your site is registering with prospects, you gain insight into their buying intentions and which aspects of your site are most effective. Some web tracking software also allows you to find the specific companies that visitors work for to better bolster your outreach efforts.

Ultimately, tracking website activity allows you to know your prospects and leads on a deeper level. The process shapes well-constructed buyer personas and offers insight into areas for improvement and opportunities you’ve yet to explore.

In an era where a well-maintained website is a staple for successful companies, neglecting to track and understand your web traffic can kneecap your business potential. That's why website activity software is a necessity.

Speaking of the tools needed to track website activity, let's review some of your options next.

1. HubSpot CRM

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The HubSpot all-in-one CRM platform is built in-house to ensure it grows with your business. It's ideal for scaling businesses of all sizes, from SMB to enterprise, and comes with a variety of powerful sales, marketing, service, content management, and operations tools.

With HubSpot, you'll get a robust suite of website activity tracking features — all of which are automatically included on any webpage you host. There are also resources for setting up comprehensive website tracking, website visitor tracking, and website traffic analysis tools.

The software lets you keep tabs on metrics like entrances, exits, visit lengths, bounce rate, and the efficacy of your calls-to-action for individual pages. That includes crucial contact points like blog posts, landing pages, and knowledge bases.

HubSpot's CRM can identify the sources of your website's activity, so you can see how effective your efforts are across all of your traffic and lead generation methods, including social media, paid search, and email marketing.

HubSpot also allows you to save the result of your web analysis as a report or export the data to a downloadable file.

Price: Free, $68 per month for a starter plan, $1,600 per month for a professional plan, $4,000 per month for an enterprise plan.

Pro tip: Use HubSpot's Free Sales Leads and Prospecting Software to track your sales leads’ website visits in real time. Determine which prospects are the most engaged, and set up email notifications for your team.

2. Clearbit

Website Activity Software, Clearbit

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Clearbit is a B2B intelligence tool that provides access to reliable datasets across millions of companies. With Clearbit, you can track buying signals across the web, identify when your target accounts are showing buying intent, and act on those insights instantly.

You can use Clearbit to identify which companies are on your website and what actions they're taking, so you can engage them the right way at the right time. This allows you to trigger lead alerts to your sales and marketing teams and prioritize your accounts with the highest value.

Clearbit's reporting tools let you track detailed web activity for your high-intent leads for free. That means your business has the power to personalize your website in real time and provide the most optimal buying experience for your users.

Plus, Clearbit fits right in with your existing tech stack by offering integrations with customer data platforms and other go-to-market tools.

Price: Free plan available, contact Clearbit for Business Plan pricing details.

Exciting news: HubSpot has entered into an agreement to acquire Clearbit. Learn more about the agreement here.

3. Hotjar

Hotjar is a website heatmap and behavior analytics software

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Hotjar is a website heatmap and behavior analytics software. It tells and shows you exactly how your customers interact with your website.

Heatmaps represent the parts of your website that visitors click on, how they move around your site, and which pages/content they scroll through. Live recordings show you how your visitors navigate around your website (including mouse movements, rage clicks, U-turns, and more).

There's a feature that allows you to create, share, and collect surveys to get a clear understanding of what your visitors think about your website, how you can improve it, or what's working well.

You can also get real-time feedback with the optional suggestion box that you can add to your website — this way users can share their feedback with you while it's fresh in their minds.

Price: $99 per month for a business plan, $389 per month for a scale plan.

4. Google Analytics

Google Analytics

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Google Analytics is one of the most popular web tracking and analytics software available today. It's a multifaceted platform — one that allows you to monitor and dissect traffic and user behavior trends across a variety of metrics.

Those capabilities include measuring incoming traffic sources, interactions per visit, bounce rates, page views, and average visit duration.

GA is free to use, however, the wide range of functions can be a lot for some users to handle. That's why Google has a certification academy dedicated to educating users on the platform.

Price: Free (for the standard version).

5. Leadfeeder

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Leadfeeder's website tracking software contains a suite of web analytics features that provide you with a comprehensive picture of the businesses and decision-makers that engage with your website. It's tailored to meet the web-tracking needs of B2B companies.

The software identifies the companies behind your anonymous web traffic and shows you where they're coming from and which elements of your website they're interacting with.

Leadfeeder includes a feature that automatically notifies sales reps when qualified prospects interact with certain aspects of your site. It also integrates seamlessly with several CRM platforms, including HubSpot.

Price: Free for a lite plan, $63 per month for a premium plan

6. Hitsteps

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Hitsteps contains the infrastructure for tracking and analyzing web statistics in addition to individual page analysis. It features a sleek, accessible user interface with an easily navigable dashboard that offers visibility into most of its website activity tracking metrics.

It offers a heatmap that shows which elements of your website visitors are interacting with the most as well as resources to help identify the companies that your visitors work for.

Price: Free, $4.99 per month for a starter plan, $9.99 per month for a basic plan, $21.99 per month for a pro plan, $49.99 per month for an ultimate plan.

7. ZoomInfo


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ZoomInfo's WebSights reveals your anonymous website and landing page visitors to your customer-facing teams so they can target their outreach and follow-up — and, as a result, increase ROI.

Once your visitors are revealed, you're able to export that data to ZoomInfo's Advanced Search (or Google Analytics) where you can rank those visitors based on how qualified they are. Then, export those records to your CRM so all contact data is centrally stored and up-to-date.

You can also automate aspects of the website tracking process with ZoomInfo. For instance, if someone views your product page, you can have the tool automatically "create a Company/Contact" in one of your other business tools (such as your CRM or marketing software).

Price: Free trial; contact ZoomInfo for a quote.

8. Bombora

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Bombora is an intent data for B2B marketing and sales software. It tells B2B sales teams when their customers are ready to buy.

Bombora's Visitor Insights reveals the demographic and firmographic traits of your website visitors. This data is available via your Bombora dashboard as well as via Google Analytics. Simply add a Visitor Insights tag to your website to start tracking visitor activity.

Note: Currently, you must speak with a Bombora representative to use Visitor Insights. It's a feature that's available to customers only by invitation.

Price: Plans start at $25,000 annually; contact Bombora for a quote.

9. Kissmetrics

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Kissmetrics is a customer engagement automation platform for SaaS and ecommerce businesses that displays what's happening on your website and apps.

There are many powerful features Kissmetrics offers related to customer engagement but in terms of website activity specifically, the software includes detailed customer activity reports.

Within the SaaS product activity reports are details about the features that are most used by customers across your plans, most frequent visitors, most-viewed web pages, and signups (organized by plan, device, campaigns, and more).

Price: $299 per month for a silver plan, $499 per month for a gold plan, request a quote for a custom plan.

10. Crazy Egg

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Crazy Egg is a web optimization, heatmaps, and A/B testing platform that shows you what your website visitors are doing on your website.

Crazy Egg has a variety of website activity analysis tools within the Lead Generation feature. This includes 22 data filters and information gathered from heatmaps, scroll maps, demographic reports, referral traffic, and more.

Crazy Egg also records website sessions so you can analyze real-time visitor interactions, where and how they navigate your website, and any points in which they stop moving through the buyer's journey. This helps you determine what's preventing certain visitors from converting.

Price: $24 per month for a basic plan, $49 per month for a standard plan, $99 per month for a plus plan, $249 per month for a pro plan.

11. Mixpanel

Mixpanel is a user behavior tracking platform

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Mixpanel is a user behavior tracking platform with all of the bells and whistles. With Mixpanel, you can better understand customers. It provides tools that will assist you in rapidly visualizing critical data and determining how successful new feature launches have been.

Additionally, with the usage of their User Profiles function, you can obtain in-depth information on users, such as who these users are and the areas of your product in which they may be experiencing difficulties.

Price: Free; paid plans start at $89 per month.

12. Clicky

website tracking tools, Clicky

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Clicky is a real-time online analytics platform that respects your users' privacy and complies with the General Data Protection Regulation (GDPR). Clicky provides quantitative analytics and includes extras like uptime monitoring and heatmaps.

Price: Paid plans begin at $9.99 per month and scale up to $999.99 per month for sites with over a million daily visitors. The free plan is limited to sites with fewer than 3,000 daily pageviews.

13. Lead Forensics

Lead Forensics

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The Lead Forensics system is a live visitor tracking system. With Lead Forensics, you can gain insights into the content that resonates with your audience. You can also gather information about the leads visiting your site (such as business names, phone numbers, and social media).

In addition, Lead Forensics may alert you instantly if a company in your pipeline accesses your website, allowing you to follow up immediately.

Price: Pricing is available upon request.

14. Salespanel

Salespanel; website tracking activity

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When it comes to finding new leads and keeping tabs on the ones you already have, nothing beats Salespanel's visitor intelligence and data-driven marketing capabilities.

Their software is flexible enough to be used for a wide variety of purposes. That includes real-time lead tracking, lead creation from website visitors, lead scoring based on various factors, and more.

Price: Paid plans start at $149 per month for tracking up to 5,000 monthly visitors.

15. FullStory

FullStory; website activity tracking

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When it comes to tracking site visitors' actions, FullStory is a top choice for both customer service and development teams.

The program automatically identifies customer pain points inside your app or product. You can zero in on the areas that hinder buyers to increase conversions.

Price: Contact FullStory for paid pricing details.

16. Act-On


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As a powerful marketing automation platform, Act-On has numerous features to offer. In this context, its account-based marketing (ABM) functions help salespeople prospect by tracking website traffic from important target clients.

In addition, using Activity Roll-up, representatives can see the big picture of how an account engages with the website, marketing efforts, and sales efforts.

Price: Plans start at $900 per month.

17. Leady


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Leady distinguishes itself in the visitor identification market by accurately spotting both individual and corporate guests. When it comes to B2B lead generation and in-app product behavior, they are also one of the few online visitor monitoring technologies that can help you out.

In this way, you can keep tabs on people from the moment they first visit your site until they become regular users and beyond.

Price: Plans start at $39 per month.

18. Adobe Analytics

website tracking tools, adobe analytics

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Adobe Analytics allows you to analyze data from any digital point in the customer journey — from their first interaction on your site through making a purchase. With in-depth analysis and reporting, you can easily see ways to improve your customer experiences.

Plus, Adobe’s AI and machine learning bring hidden opportunities to the forefront so you won’t miss a thing.

Price: Pricing available upon request.

19. Woopra

Woopra; website activity tracking

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Woopra is one of the most comprehensive online analytics and visitor monitoring solutions since it includes capabilities for enhancing your experiences across web, mobile, and product platforms.

Their People Profiles allow you to take a more in-depth look at actual users and website visitors, allowing you to get to know them on a deeper and more qualitative level.

Price: Free; paid plans start at $999 per month.

20. SimilarWeb


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Unlike the other tools we've discussed thus far, SimilarWeb watches website visitor tracking from the perspective of your competition. Customers and site visits are compared and contrasted to competitor websites using SimilarWeb's Research Service.

Furthermore, you may learn what kinds of material and websites your visitors (and your rivals' visitors) find most interesting on the web.

Price: Free; contact SimilarWeb for paid pricing details.

21. UserTesting is a tracking tool platform that can collect user feedback on any digital product

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UserTesting is a tracking tool platform that can collect user feedback on any digital product, from websites and mobile applications to prototypes and even in-person experiences.

Using recordings of actual website users' experiences, you may learn more about them, identify problems, and then address them all via UserTesting. You can identify problem areas based on feedback from real users. There is a no-risk demo available.

Price: Contact UserTesting for pricing details.

Start Tracking Your Website Activity

Without website activity tracking, you're depriving your business of the insight needed to make meaningful improvements to your site, hone in on the prospects interacting with you digitally, and get the most out of your online presence.

With the wealth of excellent website activity software available for free or at reasonable prices, there's no excuse not to have it. Start tracking (and learning) today.

Editor's note: This post was originally published in May 2020 and has been updated for comprehensiveness.

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