What is Marketing Analytics Software?

Marketing analytics software helps businesses gather data from multiple sources and channels to identify which marketing initiatives are performing well and which have room for improvement. Leveraging marketing analytics software is imperative when calculating ROI on marketing campaigns, which help optimize digital marketing spend. Finally, with the help of marketing analytics tools, marketers can operate more efficiently by learning how to better allocate their time. Marketing metrics and marketing analytics are completely different, and it’s important to note the distinction. Marketers are inundated with metrics, or data points, that they can use to dictate marketing activities and boost customer satisfaction. However, without analytics, marketers won’t be able to take that next step. Marketing analytics puts those metrics into context, turning them into actionable insights and helping drive revenue. As marketing teams move faster, they increasingly want marketing analytics software with real-time ROI tracking and no SQL required to get that context, rather than waiting on a data team to translate raw numbers into insight. Based on G2 reviews, marketers most often evaluate these platforms by comparing how quickly they surface ROI, how current the data is, and how much technical skill is needed to get value out of them. What Types of Marketing Analytics Software Exist? While the overall goal of a marketing analytics platform is to help marketers measure and optimize marketing performance, the methods and tools used to accomplish this goal can vary from product to product. Selecting the optimal software for a business is a matter of finding a product that integrates well with their existing technology stack. Standalone solutions Standalone marketing analytics tools connect to multiple data sources and marketing channels to measure campaign performance. These products typically integrate with marketing automation software, CRM software, digital advertising software, and digital analytics software. Standalone platforms collect and consolidate marketing campaign data from these disparate sources, enabling marketers to analyze campaign performance across channels and audiences. While standalone products may include tools for optimizing digital ads, they do not provide built-in capabilities for executing omnichannel marketing campaigns. All-in-one marketing suites All-in-one marketing suites help marketers plan, execute, and measure cross-channel marketing campaigns. In addition to marketing analytics, these end-to-end solutions provide features for implementing marketing campaigns through email, social media, display ads, landing pages, and more. All-in-one marketing suites can include marketing automation software and account-based marketing platforms.

Which software is best for marketing metrics analysis?

Selecting the best software for marketing metrics analysis depends on your business size, specific needs, and the features that you want to achieve your goals. Here are some of G2's top contenders, each excelling in different areas: HubSpot Analytics: Best for inbound marketing analytics, lead tracking, and email campaign performance. AgencyAnalytics: Best for client reporting across multiple channels. Supermetrics: Best for data integration across 150+ platforms and trusted by major brands.

What are the Common Features of Marketing Analytics Software?

To bolster accountability and help marketers seize more control over their company's strategic revenue generation goals, marketers need to have the ability to measure the performance of their entire marketing funnel. Below are some marketing analytics software features that help leverage marketing data to drive actionable results. Data collection: Before analyzing data and turning it into actionable insights, marketers will need to use marketing analytics solution to collect data on all of their marketing campaigns. This type of software can collect data on the campaigns distributed across a variety of channels. This data is essential to kickstart the process of collecting insights into the customers’ and prospects’ preferences and history. Return on investment (ROI): Marketers have numerous metrics to potentially analyze, which can often lead to data paralysis. Marketing analytics software helps marketers make sense of all those metrics and determine the effectiveness and ROI of marketing campaigns. Marketers must not only optimize marketing strategies but also prove and improve ROI to present to executive leaders within their company. Finance teams in particular want to see this translated into numbers they recognize, net revenue impact, budget justification, clear attribution, not raw campaign metrics. According to G2 reviews, this is what separates the highest rated marketing analytics software from the rest. The ROI measurement feature within the marketing analytics tools can quantify the outcome of every marketing investment users make. Reports and dashboards: It’s imperative to not only analyze data but to also showcase analysis within a report to present the findings. Marketing analytics software help generate visualizations and reports for the entire marketing funnel from acquisition to close. These reports and custom dashboards gather closed-loop reporting on all marketing initiatives. Within some reporting features, users can drill down into specific data points or filter by certain criteria to uncover trends and take action for future campaigns. Marketing analytics software enable marketers to track all of this data in one place to easily analyze and share with the rest of their team and company. Finally, this feature will empower marketers to make accurate forecasting decisions for their future marketing goals and strategies. Attribution reports: Attribution reporting helps analyze touchpoints or marketing channels that should receive credit for a conversion. There are various attribution models that marketing analytics software can provide, including last interaction attribution, first click attribution, and multi-touch attribution models that consist of linear attribution, time decay attribution, and position-based attribution. The last interaction attribution model gives credit to the last traffic source that resulted in the conversion of a consumer. First click attribution models are the opposite of that, wherein it gives all the credit to the first channel a consumer visited. Multi-touch attribution uses weighted modeling to be able to allocate credit across multiple channels, campaigns, and touchpoints. Linear attribution is a form of multi-touch attribution that distributes credit evenly across every touchpoint in the buyer journey. Time decay attribution gives more credit to the touchpoints closest to the buyer’s conversion and less credit to the prior touchpoint. Finally, position-based attribution gives credit to two key touchpoints: the first touch that gets the visitor in the door and the last touch when a lead converts. These two touches get 40% of the credit and the remaining touchpoints equally split the remaining 20%. The most trusted B2B marketing analytics software, according to G2 user reviews, tends to stand out specifically for multi-touch attribution rather than last-click models, since B2B buying decisions usually involve several touchpoints over a longer timeline than a typical consumer purchase. Reviewers in B2B roles consistently bring up CRM integration and pipeline visibility as the features they evaluate most closely, more than overall star ratings, which run roughly in line with the category average. Multichannel tracking: To be able to paint a complete picture around marketing campaign effectiveness, it’s important to gather and analyze data across a variety of marketing channels. Multi-channel campaign data from the best marketing analytics software helps collect marketing performance across numerous channels, such as email, social media, SMS, display ads, search engine marketing, and landing pages, to allow marketers to deliver targeted and timely marketing content to their intended audience.

Page 6 | Best Marketing Analytics Software: User Reviews from September 2026

Appier AIRIS (formerly Woopra)

Woopra is a Customer Journey Analytics solution that is redefining how companies understand, analyze, engage and retain their customers. The platform is designed to fuel optimization and growth throughout the entire customer lifecycle. Leveraging individual-level data to aggregate analytics reports for full lifecycle insights that bridge departmental gaps. Woopra’s proprietary tracking technology tracks usage across your website, product and mobile applications. In addition, the platform offers 51+ one-click integrations with partners such as Salesforce, Marketo, Intercom and Segment to seamlessly unify disparate data points across tools and teams. As data flows into Woopra, People Profiles reveal a full behavioral history for each user, from their first touch to conversion and beyond. Making every engagement an opportunity to create more personalized experiences and support. Advanced analytics features include non-linear Customer Journeys, Trends and Retention reports powered by consolidated data. Translating numbers into people and opening entirely new views of the who, the what and the how in your data. Finally, Woopra's Triggers empower teams to take real-time action on their data. Automatically personalize page content, trigger a chat message, enrolls segments drip campaigns, update a lead status or customize a promotion with zero latency. Combined with powerful behavioral and demographic data, companies are able to deliver personalized experiences through the right channel, at the right time. With more than 200,000 users and 1,000 innovative customers across the world, Woopra provides the first unified analytics solution that is used by SaaS, eCommerce and On-Demand services for understanding, engaging and connecting with customers through data.

Average Rating: 4.4/5.0

Total Reviews: 197

How Do G2 Users Rate Appier AIRIS (formerly Woopra)?

Has the product been a good partner in doing business?: 8.8/10 (Category avg: 9.3/10)
Data Collection: 8.9/10 (Category avg: 9.0/10)
Multichannel Tracking: 8.9/10 (Category avg: 8.7/10)
Campaign Insights: 8.8/10 (Category avg: 8.8/10)

Who Is the Company Behind Appier AIRIS (formerly Woopra)?

Seller: Appier
Year Founded: 2012
HQ Location: Taipei, Taiwan
Twitter: @GoAppier
1,230 Twitter followers
LinkedIn® Page: www.linkedin.com
869 employees on LinkedIn®
Ownership: TYO: 4180

Who Uses This Product?

Top Industries: Information Technology and Services, Computer Software
Company Size: 53% Small, 34% Medium

What Do G2 Reviewers Say About Appier AIRIS (formerly Woopra)?

AI-generated summary from verified user reviews

Pros

Users value the real-time insights generated by Appier AIRIS, enhancing their decision-making with quick access to customer data.
Users value the real-time analytics of Appier AIRIS, enhancing their ability to respond swiftly to customer behavior changes.
Users value the flexible reporting capabilities of Appier AIRIS, essential for tailored insights and effective decision-making.
Users value the deep customer understanding provided by Appier AIRIS, enhancing insights for better business decisions.
Users appreciate the comprehensive data collection and analysis capabilities of Appier AIRIS, enhancing business insights significantly.

Cons

Users find the complexity of built-in formulas and onboarding in AIRIS can hinder their overall experience.
Users experience difficult customization options, which limit their ability to tailor reports and dashboards effectively.
Users find the difficult learning curve of Appier AIRIS challenging due to its many features and analytics complexity.
Users express concern about the limited features of Appier AIRIS, particularly the restriction on data and report types.
Users face integration issues with certain third-party tools, causing potential data discrepancies during setup.

What Are Recent G2 Reviews of Appier AIRIS (formerly Woopra)?

"Excellent customer support and easy to use"

Rating: 4.0/5.0 stars

— Vicky Fang 房華娟 .

Best Marketing Analytics Tools - Page 6

How Many Marketing Analytics Software Products Does G2 Track?

Category Stats (Sep 2026)

How Does G2 Rank Marketing Analytics Software Products?

G2 Grid® for Marketing Analytics Software

How Do G2 Users Rate Appier AIRIS (formerly Woopra)?

Who Is the Company Behind Appier AIRIS (formerly Woopra)?

Who Uses This Product?

What Do G2 Reviewers Say About Appier AIRIS (formerly Woopra)?

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What Are Recent G2 Reviews of Appier AIRIS (formerly Woopra)?

What Are G2 Users Discussing About Appier AIRIS (formerly Woopra)?

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