10 best ecommerce tracking tools to boost your online business in 2026

Is your ecommerce store truly keeping up with your customers?

Every click, scroll, and purchase tells a story and ecommerce tracking tools help you read it. These tools turn raw data into clear insights through customer behavior analysis, showing you what drives your customers to buy and where they drop off.

When you understand what’s working (and what’s not), you can fine-tune your strategy, improve customer experiences, and grow your revenue with confidence.

To help you get started, we’ve rounded up the best ecommerce tracking tools for 2025. Each too is designed to help you make smarter decisions, uncover growth opportunities, and strengthen your bottom line.

What are ecommerce tracking tools?

Ecommerce tracking tools are software solutions designed to help online businesses monitor and analyze various aspects of their operations. These tools track customer interactions on your website, including clicks, purchases, page views, and even abandoned carts. 

With these insights, businesses can adjust their strategies to optimize conversions, improve the user experience, and boost overall revenue.

Why ecommerce tracking tools are important for your business

Using ecommerce tracking tools is key to improving your customers’ experience and boosting sales. Here’s why they’re so important for your business:

• Gain actionable insights: Track important data like customer journeys, where your traffic is coming from, and conversion rates. This helps you identify what’s working and what needs improvement.
  
• Enhance marketing ROI: By knowing which marketing channels bring in the most sales, you can spend your budget where it’ll make the biggest impact.
  
• Optimize website performance: Ecommerce tracking tools help you spot issues like high cart abandonment or slow page load times, so you can make improvements and keep customers happy.
  
• Make data-driven decisions: The more data you have, the easier it is to make smart decisions that align with your goals and help grow your business.

Top 10 ecommerce tracking tools in 2025

Now, let’s take a look at some of the best ecommerce tracking tools available in 2025. Each of these tools offers unique features and benefits.

#1 Usermaven

Usermaven is a leading ecommerce tracking tool that helps ecommerce brands monitor and analyze their entire ecommerce operation. It integrates with product, sales, and marketing data to give you a full view of your user’s journey, from start to finish.

Why it’s the #1 tool for ecommerce tracking

Usermaven is the top choice because it goes beyond basic tracking. It uses AI to provide actionable insights and advanced analytics. You can easily track ecommerce KPIs such as conversions, customer behavior, and sales performance. With real-time data, you can make quick adjustments to improve your business.

Unlike other tools, Usermaven offers a unified platform to track everything in one place. Its intuitive dashboard helps you make sense of complex data and improve your strategy. The AI-driven recommendations help you stay ahead by pinpointing areas that need attention.

Key features:

• Advanced insights: Gain a deeper understanding of customer behavior and key ecommerce KPIs.
• Unified tracking: Collect data from all your channels in one easy-to-use platform.
• Customer journey mapping: Track each step customers take and identify areas for optimization.
• Attribution modeling: Understand which marketing channels and campaigns drive the most revenue.
• Funnels tracking: Funnels helps you visualize the user journey from first visit to purchase, helping you optimize each stage.
• Real-time data: Get immediate insights to make quick, informed decisions.
• Actionable recommendations: Receive data-backed suggestions to improve your ecommerce performance.
  

Why it’s perfect for your business

Usermaven is the perfect analytics tool for ecommerce brands looking to do more than just track basic metrics. It offers deep insights into ecommerce KPIs, empowering you to optimize your strategy and make smarter decisions. Whether you’re a growing startup or an established brand, Usermaven helps you accelerate growth and drive better results.

#2 Google Analytics 4

Google Analytics 4 (GA4) is designed to track website traffic, user behavior, and conversions. It offers insights into how visitors engage with your site and integrates with other Google tools like Google Ads for even more detailed tracking.

Why it’s widely used for ecommerce tracking

GA4’s event-based tracking allows businesses to get a more granular view of user behavior. It’s ideal for tracking key ecommerce metrics like conversions and customer engagement. Being flexible and free to use (with premium features for advanced needs) makes it a popular choice for businesses of all sizes.

Key features:

• Event-based tracking: Track user actions in real-time, including clicks, purchases, and sign-ups.
• Customizable reporting: Tailor reports to fit your business needs and track specific ecommerce KPIs.
• Integration with Google Ads: Combine data from Google Ads for a complete marketing overview.
• Cross-platform tracking: Get insights into user behavior across web and app platforms.
  

Best suited for

GA4 is a great fit for businesses that need a flexible, cost-effective solution to track ecommerce performance. It’s good  for tracking traffic, conversions, and user behavior, making it a solid choice for a wide range of needs.

#3 Kissmetrics

Kissmetrics is a customer analytics platform that helps businesses track and understand customer interactions across websites and apps. It provides detailed reports on customer behavior, sales, retention, and cohort analysis, allowing you to segment users and track long-term trends.

Why it’s effective for customer retention

Kissmetrics is designed to help businesses understand the impact of marketing efforts and track customer behavior over time. It excels at tracking customer retention and lifetime value, making it ideal for businesses focusing on long-term customer relationships.

Key features:

• Customer segmentation: Divide your audience into segments to understand behavior more effectively.
• Cohort analysis: Analyze how different customer groups behave over time.
• Sales and retention tracking: Measure customer retention and track sales performance.
• Behavioral analytics: Dive deep into how customers interact with your website or app.

Best suited for

Kissmetrics is best for businesses that want to focus on customer retention and lifetime value. It’s ideal for tracking long-term trends and improving customer relationships.

#4 Hotjar

Hotjar is a visual analytics tool that offers heatmaps, session recordings, and user feedback tools. It helps businesses understand exactly how users interact with their website, providing a clear picture of what’s working and where users drop off.

Why it’s useful for improving user experience

Hotjar’s visual tools, like heatmaps and session replays, make it easy to identify pain points in the customer journey. If you want to optimize your website’s usability and increase conversions, Hotjar is a great tool to understand user behavior and improve site performance.

Key features:

• Heatmaps: See where visitors are clicking, moving, and scrolling on your website.
• Session recordings: Watch how users interact with your site to understand their behavior.
• User feedback tools: Collect direct feedback from users to identify pain points.
• Conversion funnel tracking: Identify where visitors are dropping off in your sales funnel.

Best suited for

Hotjar is best for businesses that want to improve website usability and customer experience. It’s ideal for identifying user behavior issues and optimizing conversions.

#5 Shopify Analytics

Shopify Analytics is a built-in tool for Shopify users that tracks sales, customer behavior, and website traffic directly from the platform. It provides easy-to-read reports to help businesses understand key ecommerce KPIs.

Why it’s ideal for Shopify store owners

Shopify Analytics is a seamless solution for tracking ecommerce data within the Shopify ecosystem. It provides quick insights into your store’s performance without the need for third-party integrations.

Key features:

• Sales and traffic reporting: Track key sales metrics and website traffic directly from the Shopify dashboard.
• Customer behavior insights: Understand how customers interact with your store and which products are most popular.
• Marketing analytics: Track the performance of your marketing campaigns, including ads and email promotions.
• Real-time data: Get immediate insights into your store’s performance.

Best suited for

Shopify Analytics is perfect for Shopify users who want an integrated solution for tracking ecommerce performance. It’s user-friendly and gives store owners the insights they need to optimize sales.

#6 Mixpanel

Mixpanel is an event-based tracking tool that focuses on customer retention, engagement, and behavior analysis. It allows businesses to track how users interact with specific features of their website or app, helping to optimize the customer experience.

Why it’s powerful for advanced tracking

Mixpanel’s ability to track granular events and create detailed funnels makes it an excellent tool for understanding complex user behavior. If you want to improve retention and user engagement, Mixpanel provides the tools to do so.

Key features:

• Event-based tracking: Track individual user actions and interactions in real time.
• Funnels tracking: Visualize the customer journey from first visit to purchase.
• Retention analysis: Understand how and why customers return to your store.
• Customizable reporting: Create reports tailored to your specific ecommerce KPIs.

Best suited for

Mixpanel is ideal for businesses looking for in-depth behavior analysis and retention tracking. If you want to dive deep into customer interactions and improve engagement, Mixpanel is a powerful tool.

#7 Woopra

Woopra is a real-time customer journey analytics platform that tracks individual customer interactions across different touchpoints. It integrates with over 50 platforms, providing a comprehensive view of your customers’ behaviors and preferences.

Why it’s valuable for customer journey tracking

Woopra’s real-time tracking and powerful segmentation features make it a great choice for businesses that need detailed insights into user behavior across multiple channels. It helps you optimize each stage of the customer journey.

Key features:

• Real-time customer journey tracking: Track every step a customer takes on your website.
• Segmentation: Create custom segments to analyze specific customer groups.
• Cross-platform integration: Integrate with over 50 tools to gather data from all your channels.
• Actionable insights: Receive insights on how to improve your customer experience and sales performance.

Best suited for

Woopra is ideal for businesses that need real-time, personalized insights into customer behavior. It’s perfect for understanding how customers interact across multiple touchpoints.

#8 Matomo

Matomo is an open-source web analytics platform that provides similar features to Google Analytics but offers more control over data privacy. It includes heatmaps, session recordings, and A/B testing, and allows you to host the platform on your own servers.

Why it’s a strong privacy-focused alternative 

Matomo offers full control over your data, making it a great choice for businesses that prioritize data privacy. Its customizable reporting and user behavior insights help businesses optimize performance while maintaining strict privacy controls.

Key features:

• Heatmaps and session recordings: Understand where users click and how they interact with your site.
• A/B testing: Test different versions of your website to improve conversions.
• Self-hosting option: Host the platform on your own servers for full data control.
• Customizable reporting: Create reports tailored to your specific business needs.

Best suited for

Matomo is ideal for businesses that prioritize data privacy and need full control over their analytics. It’s perfect for businesses looking for an open-source alternative to Google Analytics.

#9 Piwik PRO

Piwik PRO is an enterprise-level analytics tool that offers features similar to Matomo but with more advanced capabilities, such as tag management, data privacy tools, and marketing analytics. It supports both on-premise and cloud hosting options.

Why it’s perfect for large enterprises

Piwik PRO is designed for businesses that need advanced analytics features with strong data privacy controls. It’s great for large organizations or those in regulated industries that require robust privacy features.

Key features:

• Tag management: Easily manage and deploy tags across your website.
• Marketing analytics: Gain deeper insights into your marketing campaigns and their performance.
• Data privacy tools: Ensure compliance with regulations like GDPR.
• On-premise or cloud hosting: Choose between on-premise or cloud hosting based on your needs.

Best suited for

Piwik PRO is good  for large enterprises or businesses in regulated industries that need a privacy-focused solution with advanced analytics.

#10 Leadfeeder

Leadfeeder is a B2B-focused analytics tool that identifies which companies visit your website, what pages they view, and how they interact with your content. It integrates with Google Analytics and your CRM to help you identify high-value leads.

Why it’s beneficial for B2B lead generation

Leadfeeder is specifically designed for B2B businesses that want to track website visitors and convert them into leads. It helps you identify which companies are showing interest, allowing for more targeted follow-up.

Key features:

• B2B lead generation: Identify which companies are visiting your site and what they’re interested in.
• Google Analytics integration: Combine data from Google Analytics and your CRM for a complete view.
• Lead scoring: Prioritize leads based on their behavior and engagement with your content.
• Customizable alerts: Get notified when high-value leads visit your site.

Best suited for

Leadfeeder is ideal for B2B businesses that need to track and convert website visitors into leads. It’s perfect for companies looking to generate prospects and drive business growth.

How to choose the right ecommerce tracking tool

Choosing the right ecommerce tracking tool can feel overwhelming with so many options available. Here are a few tips to help you pick the best one for your business:

• Identify your business needs
  Start by understanding what you need to track: customer behavior, sales performance, or marketing campaigns. Knowing your goals will help narrow down your options. For example, if you want to track the entire customer journey, look for tools with customer journey mapping and funnel tracking.
  
• Look for key features that align with your goals
  Choose a tool that offers the features that fit your needs:
  • Real-time analytics: Quick insights for fast decision-making.
  • Customizable reporting: Tailor reports to focus on the ecommerce KPIs that matter most.
  • Customer journey tracking: Identify friction points to improve conversions.
  • Attribution modeling: Understand which channels drive revenue.
  • Funnels tracking: Optimize each stage of your sales funnel.
    
• Consider ease of use
  Pick a tool with an intuitive interface and user-friendly dashboard. Make sure it’s easy for you and your team to navigate, and take advantage of free trials to test its usability.
  
• Check for integrations with your existing systems
  Make sure the tool integrates easily with your CRM, email marketing tools, and other platforms. This helps you get a complete view of your business performance.
  
• Evaluate scalability
  As your business grows, your tracking needs may change. Choose a tool that can scale with your business, offering advanced features and higher data limits when needed.
  
• Compare pricing and value
  Compare tools based on pricing and features. Free tools might be enough for small businesses, but paid plans usually offer more advanced features as your business grows.
  
• Look for customer support
  Ensure the tool offers reliable customer support, such as live chat, email assistance, or a helpful knowledge base.
  
• Prioritize security and data privacy
  Make sure the tool complies with data protection laws like GDPR and provides secure data handling to protect sensitive customer information.

In conclusion

Ecommerce tracking tools play a key role in improving your business strategy and driving growth. We’ve shared some of the best tools to help you choose the right fit for your goals. From tracking customer behavior and analyzing sales to measuring marketing impact, the right tool can give you the clarity and insights needed to make smarter decisions.

If you’re looking for one tool that brings everything together, Usermaven is the website analytics tool you need. It helps you track  KPIs, map customer journeys, and measure attribution in one place without the hassle of switching between different platforms.

Ready to see how it can work for your brand? Book a demo with Usermaven and discover how better insights can help you grow faster and smarter.

FAQs

Can ecommerce tracking tools help me optimize my advertising campaigns?

Yes, most ecommerce tracking tools offer attribution modeling, which helps you understand which marketing channels bring in the most revenue. This insight allows you to adjust your ad spend and focus on the most effective channels.

How do ecommerce tracking tools handle customer privacy and data protection?

Most ecommerce tracking tools like Usermaven comply with data privacy regulations like GDPR, ensuring customer data is handled securely. Look for tools that offer anonymized data collection and give customers the option to opt-out of tracking.

Can I track ecommerce performance across multiple websites or platforms?

Yes, many ecommerce tracking tools support multi-channel or multi-site tracking. This allows you to monitor performance across different platforms, such as your website, mobile app, and social media, in one unified dashboard.

Does Usermaven integrate with popular ecommerce platforms?

Absolutely. Usermaven integrates seamlessly with platforms like Shopify, WooCommerce, and other ecommerce systems. These integrations make it easy to sync your store data, track ecommerce KPIs in real time, and get a unified view of your performance.

Do I need technical skills to set up ecommerce tracking tools?

It depends on the tool. Some tools are easy to set up and don’t require technical skills, while others may need more advanced setup, especially when integrating with existing systems like CRM, email platforms, or custom-built websites.