Top 5 Website Analytics Tools for B2B

TLDR

There are a lot of website analytics tools out there. But after working in B2B for a looooong time, we felt like something was missing—so we built Optise.

In this post, you’ll find our top 5 picks with honest pros and cons. You’ll see which tools help you take action and which ones just pile on more reports.

Why the Right Tool Matters in B2B

Your website isn’t just a storefront. It’s your number one sales rep.

And like any good rep, it needs a system that helps it perform. The problem is, most analytics tools either overwhelm you with raw data or leave out the insights you actually need to grow.

The right tool should give you the full picture—how visitors behave, what’s working, what’s not—and turn that into next steps.

B2B websites live and die by lead generation, conversion paths, and campaign performance. You need clarity, not clutter.

Our Top 5 Website Analytics Tools for B2B

1. Optise AI-powered Analytics Platform

Why it shines
Optise was built specifically for B2B teams. You get real time website analytics plus smart recommendations on what to fix, test, or improve. It flags issues before they become problems and shows what’s working right now.

The best part? Everyone can use it. No training required. Marketing, sales and product can all view the same clean dashboard and actually agree on what’s next.

Where it feels clunky
Some advanced integrations are still in rollout mode. And because it’s newer, there’s a smaller community of shared use cases compared to older platforms. But it’s growing fast.

2. Google Analytics 4

Why it shines
GA4 is free, powerful and connects to Google Ads and Search Console. It tracks everything from clicks to scrolls to conversions. If you know what you’re doing, you can build nearly any report.

Where it feels clunky
The interface is confusing. Simple questions take 10 steps to answer. You’ll likely need help setting up funnels and events, and exporting data often feels like wrestling a spreadsheet. You’ll get the data, but not the direction.

3. Adobe Analytics

Why it shines
Adobe is built for the big leagues. You can customise almost everything, slice and dice data however you like and follow users across devices and channels. For enterprise teams, it’s incredibly powerful.

Where it feels clunky
It’s expensive, complex and requires a dedicated team to run. You don’t just install Adobe—you implement it. That means time, money and technical support. Not ideal for lean B2B teams.

4. Hotjar

Why it shines
Hotjar shows what analytics alone can’t. With heatmaps, session recordings and on-page surveys, you can literally see where users are getting stuck. Perfect for spotting friction in forms and confusing layouts.

Where it feels clunky
It doesn’t give you the full analytics picture. You’ll need another tool to handle traffic and conversion data. And if you collect too many sessions, your site might slow down. The free version only scratches the surface.

5. Matomo

Why it shines
Matomo is all about data control and privacy. You can self host it or use their cloud. You get basic analytics, source tracking and goals without sending your data to third parties.

Where it feels clunky
The UI is dated and insights don’t come easily. You’ll need plugins for deeper features and setup can feel like a throwback. It’s great if privacy is your top concern but less helpful if speed and simplicity matter more.

How to Pick the Right Tools and Put Them to Work

• Write down your must haves and cut anything that feels like noise

• Start with Optise or GA4 for core tracking

• Add Hotjar if you need behavior recordings or Matomo if privacy is key

• Connect everything to your CRM so you see the full customer journey

• Create a shared dashboard with these 5 metrics: sessions, engagement rate, time on page, conversion rate and demo requests

• Review them weekly so nothing slips through the cracks

Pro Tips to Keep It Simple

• Keep your stack lean. Only use tools that help you take action

• Automate alerts for dips in conversion or traffic spikes

• Make sure every tool you add answers a clear question

• Avoid overlapping tools that create double work or conflicting data

• Focus on insights, not vanity metrics
  
  

  

  
  

FAQ

Do I need more than one tool
Start with one like Optise or GA4. Add others only if you need more visibility into user behavior or data privacy.

Can free tools work for B2B growth
Yes, GA4 is great for basics. Matomo works for privacy. But more complex buyer journeys usually need advanced features like the ones in Optise.

How often should I review analytics
Weekly check ins for quick trends. Monthly deep dives to steer your strategy.

Conclusion and Next Steps

You now have a clear breakdown of the five most useful analytics platforms for B2B teams. Some give you speed. Some give you power. Only one gives you both.

Run your site through the Optise free trial at optise.com.

You’ll get instant answers, clear insights and smart suggestions that actually help you convert more visitors.

No setup headaches. No fluff. Just the clarity your B2B website has been missing.