How is this marketing & analytics ranking decided?

Mechanically. The 20 approved marketing & analytics listings on this page are sorted by their published rating, highest first, with the number of ratings behind each score as the tie-break and the product name as a final tie-break so the order is stable. Those ratings are aggregated from public sources, not collected from Softwr readers, this site hosts no reviews, so the order is a summary of what is already published elsewhere, not a verdict of our own. Nothing on this page is paid placement.

Is this list re-ordered for startups?

No, and it would be dishonest to imply otherwise. The catalogue records no data about which team sizes or roles each tool suits, so the ranking is the same published-rating order as the unsegmented list. What the startups framing changes is which of the figures below matter most. Startups are buying for a headcount they do not have yet, which makes the second and third tier of each ladder more important than the first. Check what the price becomes at ten people.

How much does marketing & analytics software cost?

Across the 20 marketing & analytics tools listed here, paid plans start between $14 and $10,000 a month, with a median entry price of $1,000. The most expensive single tier published in the category is $10,000 a month (Optimizely). 6 of 20 also publish a $0 plan.

What is the cheapest marketing & analytics software?

5 of the 20 tools listed here cost nothing at all. Among the ones that charge, Fathom Analytics has the lowest published entry price at $14 a month. Cheapest and best value are different questions: check which tier the capability you need actually appears in before you compare starting prices.

Is there free marketing & analytics software?

Yes, 6 of 20 tools in this category publish a plan priced at $0. 5 of them are free outright, with no paid tier above. A tool is only counted as free here when it publishes a $0 plan, an open-source licence, or a starting price of zero, a free trial does not count.

What features should marketing & analytics software have?

Judging by what vendors put in their own published pricing tiers, the most frequently named capabilities in this category are priority support (5 of 17 tools that publish plan detail), custom implementation (4) and custom integrations (4). Treat those as the category baseline. Anything named by only one vendor, such as advanced analytics or basic attribution modeling, is a differentiator rather than a standard, so it is worth deciding whether you need it before it narrows your shortlist to one.

How is marketing & analytics software usually billed?

subscription (7), freemium (4), quote (4), free (1), counted across the 20 listings on this page. The distinction that costs money is per-seat versus flat: a per-user plan at the same headline price scales with your headcount and a flat subscription does not. 7 of 20 tools also keep at least one tier unpriced and sold by quote.

What does marketing & analytics software actually cover?

The 20 tools on this page do not describe themselves the same way. The subject tags they carry most often are analytics (10), enterprise (6), ab-testing (4), attribution (4), privacy (3). That spread is the honest answer to what the category means in practice: it is not one product shape, and two tools filed under marketing & analytics may overlap on very little.

How many pricing tiers do marketing & analytics tools offer?

17 of 20 tools here publish a plan breakdown, and the median one has 1 tiers. 7 of 20 publish three or more. More tiers is not generosity, it usually means the capability you are buying for sits two rungs above the advertised price, so price your shortlist at the tier that contains it.

How many marketing & analytics tools are listed on Softwr?

20 approved marketing & analytics listings appear on this page, including Adobe Analytics, Adverity, Attribution, Convert. Each links to a full breakdown with its pricing tiers and plan detail, and the category can be filtered by price and sorted by rating above. You can also read the shortlist view at /best/marketing-analytics, which ranks the same set by published rating.

Marketing & Analytics · ranked shortlist

Best Marketing & Analytics software for Startups in 2026

20 approved marketing & analytics listings, ordered by published rating with the method stated below rather than assumed. Startups are buying for a headcount they do not have yet, which makes the second and third tier of each ladder more important than the first. Check what the price becomes at ten people.

Tools ranked: 20
Entry price range: $14-$10,000
Publish a $0 plan: 6 of 20

How this ranking is derived

The sort key

Published rating, highest first. Ties break on the number of ratings behind the score, then on product name so the order never depends on what the API happened to return first. That is the whole rule, there is no weighting, no score of our own, and nothing paid: no sponsored slot runs on these pages.

Where the ratings come from

No listing in this set carries a rating, so the order falls back to name. Those scores are aggregated from public sources rather than collected here, Softwr hosts no reviews of its own, which is also why no rating on this page is marked up as ours in structured data.

What the pool is

Approved marketing & analytics listings, capped at 20 per page; 20 came back for this one. It is not the whole market, and a tool being absent means we hold no record of it rather than that it failed a test. The unranked full set is on the marketing & analytics category page.

The ranking

Each entry lists why it sits where it sits, drawn from its own published rating and pricing.

#1
Adobe Analytics
Highest rated here
Enterprise-class data analytics
- No rating on record, so it ranks below everything that has one.
- Paid from $5,000 a month, with no free plan.
Billing
quote
Published tiers
1 tier
Tags
Enterprise, analytics, adobe
Adobe Analytics breakdown Compare with Adverity
#2
Adverity
Marketing intelligence platform for data-driven organizations
- No rating on record, so it ranks below everything that has one.
- Paid from $999 a month, with no free plan.
- 3 published tiers, topping out at $2,499 plus a tier sold by quote.
Billing
subscription
Published tiers
3 tiers
Tags
intelligence, analytics, Enterprise, integration
Adverity breakdown Compare with Attribution
#3
A
Attribution
First-party data marketing attribution platform
- No rating on record, so it ranks below everything that has one.
- Paid from $2,000 a month, with no free plan.
- 3 published tiers, topping out at $5,000 plus a tier sold by quote.
Billing
subscription
Published tiers
3 tiers
Tags
attribution, privacy, first-party-data, analytics
Attribution breakdown Compare with Convert
#4
Convert
A/B testing platform for enterprises
- No rating on record, so it ranks below everything that has one.
- Paid from $1,000 a month, with no free plan.
Billing
quote
Published tiers
1 tier
Tags
ab-testing
Convert breakdown Compare with Countly
#5
Countly
Product analytics for mobile and web
- No rating on record, so it ranks below everything that has one.
- Free, no paid tier is published at all.
Billing
freemium
Published tiers
1 tier
Tags
product-analytics, Open Source
Countly breakdown Compare with Crazy Egg
#6
Crazy Egg
Website optimization with heatmaps
- No rating on record, so it ranks below everything that has one.
- Paid from $29 a month, with no free plan.
Billing
Model not published
Tags
bi, analytics, heatmaps, ab-testing
Crazy Egg breakdown Compare with Datorama
#7
Datorama
Marketing analytics and insights platform
- No rating on record, so it ranks below everything that has one.
- Paid from $1,500 a month, with no free plan.
- 3 published tiers, topping out at $3,500 plus a tier sold by quote.
Billing
subscription
Published tiers
3 tiers
Tags
analytics, intelligence, Enterprise, salesforce
Datorama breakdown Compare with Dreamdata
#8
Dreamdata
B2B revenue attribution platform
- No rating on record, so it ranks below everything that has one.
- Paid from $750 a month, with no free plan.
Billing
Model not published
Tags
b2b, attribution, revenue, pipeline
Dreamdata breakdown Compare with Fathom Analytics
#9
Fathom Analytics
Website analytics made simple
- No rating on record, so it ranks below everything that has one.
- Paid from $14 a month, with no free plan.
Billing
subscription
Published tiers
1 tier
Tags
analytics, privacy
Fathom Analytics breakdown Compare with Funnel.io
#10
Funnel.io
Multi-channel marketing analytics for smarter decision making
- No rating on record, so it ranks below everything that has one.
- Paid from $299 a month, with no free plan.
- 3 published tiers, topping out at $799 plus a tier sold by quote.
Billing
subscription
Published tiers
3 tiers
Tags
marketing-analytics, data-integration, reporting, multi-channel
Funnel.io breakdown Compare with Google Optimize
#11
Google Optimize
A/B testing for Google Analytics
- No rating on record, so it ranks below everything that has one.
- Free, no paid tier is published at all.
Billing
freemium
Published tiers
1 tier
Tags
ab-testing, Free, google
Google Optimize breakdown Compare with Improvado
#12
I
Improvado
Data integration platform for marketing teams
- No rating on record, so it ranks below everything that has one.
- Paid from $1,000 a month, with no free plan.
- 3 published tiers, topping out at $2,500 plus a tier sold by quote.
Billing
subscription
Published tiers
3 tiers
Tags
data-integration, etl, warehouse, Enterprise
Improvado breakdown Compare with June
#13
June
B2B product analytics
- No rating on record, so it ranks below everything that has one.
- Free, no paid tier is published at all.
Billing
freemium
Published tiers
1 tier
Tags
product-analytics, b2b
June breakdown Compare with Kissmetrics
#14
Kissmetrics
Customer analytics and behavioral data
- No rating on record, so it ranks below everything that has one.
- Paid from $500 a month, with no free plan.
Billing
quote
Published tiers
1 tier
Tags
customer-analytics
Kissmetrics breakdown Compare with Lucky Orange
#15
Lucky Orange
All-in-one conversion optimization
- No rating on record, so it ranks below everything that has one.
- Publishes a $0 plan, with paid tiers from $32 a month.
- 5 published tiers, topping out at $839.
Billing
Model not published
Published tiers
5 tiers
Tags
bi, analytics, heatmaps, Live Chat
Lucky Orange breakdown Compare with Marketing Evolution
#16
Marketing Evolution
Advanced marketing analytics and attribution modeling
- No rating on record, so it ranks below everything that has one.
- Paid from $5,000 a month, with no free plan.
- Its top tier is unpriced and sold by quote.
Billing
subscription
Published tiers
3 tiers
Tags
attribution, analytics, Enterprise, modeling
Marketing Evolution breakdown Compare with Matomo
#17
Matomo
Privacy-focused web analytics
- No rating on record, so it ranks below everything that has one.
- Free, no paid tier is published at all.
Billing
freemium
Published tiers
1 tier
Tags
analytics, Open Source, privacy
Matomo breakdown Compare with Microsoft Clarity
#18
Microsoft Clarity
Free behaviour analytics tool with session recordings, heatmaps, and AI insights
- No rating on record, so it ranks below everything that has one.
- Free, no paid tier is published at all.
Billing
free
Microsoft Clarity breakdown Compare with Northbeam
#19
Northbeam
Marketing intelligence for growth brands
- No rating on record, so it ranks below everything that has one.
- Paid from $1,500 a month, with no free plan.
- 2 published tiers, topping out at $2,500.
Billing
Model not published
Published tiers
2 tiers
Tags
dtc, ecommerce, attribution, creative-analytics
Northbeam breakdown Compare with Optimizely
#20
Optimizely
Digital experience optimization
- No rating on record, so it ranks below everything that has one.
- Paid from $10,000 a month, with no free plan.
- Its top tier is unpriced and sold by quote.
Billing
quote
Published tiers
1 tier
Tags
ab-testing, personalization, Enterprise
Optimizely breakdown

What marketing & analytics software costs

Counted from the published pricing of the 20 listings on this page. A tool counts as free only where it publishes a $0 plan, an open-source licence or a starting price of zero.

Cheapest paid plan: $14Fathom Analytics
Median entry price: $1,000across 15 priced
Dearest entry price: $10,000Optimizely
Publish a $0 plan: 6of 20

Paid marketing & analytics plans in this set start anywhere from $14 a month for Fathom Analytics to $10,000 for Optimizely. The median entry price across the 15 tools that publish one is $1,000, half of them start below that figure and half above it.

6 of 20 publish a $0 plan, and 5 of those charge nothing at all. 14 tools have no free tier of any kind.

7 of 20 keep at least one tier unpriced and sold by quote, which in practice means the number you end up paying at the top end is not on this page or on theirs.

Fathom Analytics pricing Optimizely pricing Optimizely plans

How these vendors bill

The billing model each of the 20 marketing & analytics listings publishes, counted. Two tools at the same headline price are not the same purchase if one of them charges per seat.

subscription: 7
freemium: 4
quote: 4
free: 1

Separately, 7 of 20 publish at least one tier with no price attached. Those are sold by quote, so the top of the ladder is negotiable, and unknowable, until you talk to sales.

What comes as standard, and what you pay extra for

Every capability named in a published pricing tier by any of the 17 marketing & analytics tools here that break their plans down, counted once per vendor. This measures what vendors choose to advertise as a selling point, not everything the software does, an absence below is silence, not a missing feature.

Named most often

Priority support , 5 of 17
Custom implementation , 4 of 17
Custom integrations , 4 of 17
Dedicated support , 4 of 17
Unlimited data sources , 4 of 17

Named by fewer

A/B testing , 3 of 17
Advanced attribution , 3 of 17
Email support , 3 of 17
Advanced dashboards , 2 of 17
AI-powered insights , 2 of 17

Named by exactly one vendor: Advanced analytics, Basic attribution modeling, Custom solutions, Heatmaps, Privacy-focused, Unlimited page views. Those are differentiators rather than table stakes.

What “Marketing & Analytics” covers in practice

The subject tags that recur across these 20 listings, with the number of tools carrying each. A category label is a filing decision; this is the closer read of what is actually filed under it.

analytics10
Enterprise6
ab-testing4
attribution4
privacy3
b2b2
bi2
conversion2
data-integration2
heatmaps2
integration2
intelligence2

Carried by a single tool: adobe, customer-analytics, etl, Free, Live Chat, modeling, personalization, revenue. If one of those is the reason you are here, the category page is the wrong lens, go straight to that product.

How to choose between them

Four things the numbers above should change about your shortlist.

Start with the free tiers if there are enough of them

6 of 20 marketing & analytics tools here publish a $0 plan, which is enough to run a real trial without a purchase order. A free tier is worth more than a free trial when you are evaluating: a trial expires on the vendor's schedule, a free plan expires when you outgrow it. The thing to check before you commit is which of the capabilities below sit above the free line, starting with priority support, the single most frequently named capability in this category's published tiers.

Read the spread before you read the features

$14 to $10,000 is a $9,986 spread on entry price alone, and a spread that wide is never about polish, it is about who the vendor built for. Tools at the bottom of this ladder are priced for one person or a small team; tools near $10,000 are priced for a department with a procurement process. Decide which of those you are before you compare capability, or you will shortlist four tools that were never competing for the same buyer.

Check which tier you actually land on

7 of 20 tools here publish three or more tiers, and the median vendor in this category ships 1 of them. The advertised price is the first rung, and the things teams tend to need, priority support, custom implementation, custom integrations, are named in higher plans far more often than in entry ones. Price your shortlist at the tier that contains what you need, not at the tier on the pricing page's left edge.

The billing model matters more than the headline number

This category splits across 4 billing models: subscription on 7 listings, freemium on 4, and 2 other arrangements across the rest. A per-user price and a flat subscription at the same headline figure are not the same purchase, the first one grows with headcount and the second does not. Multiply by your real team size before you compare two numbers side by side.

Questions people ask about marketing & analytics software

Answered from the listings on this page, and nowhere else.

How is this marketing & analytics ranking decided?: Mechanically. The 20 approved marketing & analytics listings on this page are sorted by their published rating, highest first, with the number of ratings behind each score as the tie-break and the product name as a final tie-break so the order is stable. Those ratings are aggregated from public sources, not collected from Softwr readers, this site hosts no reviews, so the order is a summary of what is already published elsewhere, not a verdict of our own. Nothing on this page is paid placement.
Is this list re-ordered for startups?: No, and it would be dishonest to imply otherwise. The catalogue records no data about which team sizes or roles each tool suits, so the ranking is the same published-rating order as the unsegmented list. What the startups framing changes is which of the figures below matter most. Startups are buying for a headcount they do not have yet, which makes the second and third tier of each ladder more important than the first. Check what the price becomes at ten people.
How much does marketing & analytics software cost?: Across the 20 marketing & analytics tools listed here, paid plans start between $14 and $10,000 a month, with a median entry price of $1,000. The most expensive single tier published in the category is $10,000 a month (Optimizely). 6 of 20 also publish a $0 plan.
What is the cheapest marketing & analytics software?: 5 of the 20 tools listed here cost nothing at all. Among the ones that charge, Fathom Analytics has the lowest published entry price at $14 a month. Cheapest and best value are different questions: check which tier the capability you need actually appears in before you compare starting prices.
Is there free marketing & analytics software?: Yes, 6 of 20 tools in this category publish a plan priced at $0. 5 of them are free outright, with no paid tier above. A tool is only counted as free here when it publishes a $0 plan, an open-source licence, or a starting price of zero, a free trial does not count.
What features should marketing & analytics software have?: Judging by what vendors put in their own published pricing tiers, the most frequently named capabilities in this category are priority support (5 of 17 tools that publish plan detail), custom implementation (4) and custom integrations (4). Treat those as the category baseline. Anything named by only one vendor, such as advanced analytics or basic attribution modeling, is a differentiator rather than a standard, so it is worth deciding whether you need it before it narrows your shortlist to one.
How is marketing & analytics software usually billed?: subscription (7), freemium (4), quote (4), free (1), counted across the 20 listings on this page. The distinction that costs money is per-seat versus flat: a per-user plan at the same headline price scales with your headcount and a flat subscription does not. 7 of 20 tools also keep at least one tier unpriced and sold by quote.
What does marketing & analytics software actually cover?: The 20 tools on this page do not describe themselves the same way. The subject tags they carry most often are analytics (10), enterprise (6), ab-testing (4), attribution (4), privacy (3). That spread is the honest answer to what the category means in practice: it is not one product shape, and two tools filed under marketing & analytics may overlap on very little.
How many pricing tiers do marketing & analytics tools offer?: 17 of 20 tools here publish a plan breakdown, and the median one has 1 tiers. 7 of 20 publish three or more. More tiers is not generosity, it usually means the capability you are buying for sits two rungs above the advertised price, so price your shortlist at the tier that contains it.
How many marketing & analytics tools are listed on Softwr?: 20 approved marketing & analytics listings appear on this page, including Adobe Analytics, Adverity, Attribution, Convert. Each links to a full breakdown with its pricing tiers and plan detail, and the category can be filtered by price and sorted by rating above. You can also read the shortlist view at /best/marketing-analytics, which ranks the same set by published rating.

Keep reading

Neighbouring categories

Adjacent in the same taxonomy, not a ranking.

How this ranking is derived

The sort key

Where the ratings come from

What the pool is

The ranking

Adobe Analytics

Adverity

Attribution

Convert

Countly

Crazy Egg

Datorama

Dreamdata

Fathom Analytics

Funnel.io

Google Optimize

Improvado

June

Kissmetrics

Lucky Orange

Marketing Evolution

Matomo

Microsoft Clarity

Northbeam

Optimizely