Drowning in data but thirsty for answers? We've been there. As content creators, we have numbers on clicks, views, bounce rates, and more.
But what we need is for that information to come together and show us what's working, what's not, and how to improve.
That's where content marketing analytics tools come in.
Content marketing analytics tools are digital platforms that help you understand how your content is performing. They provide insights into key metrics like site traffic, social media engagement, search rankings, and whether your content is driving conversions.
They help make sense of your content so you can optimize your strategy. They show key metrics like site traffic, social engagement, search performance, and whether your long blogs are converting readers.
But with many options, finding tools for B2B SaaS teams is hard. We've listed the top content marketing analytics tools to prove & improve the impact of content. These tools ensure you're making progress with your content, not just treading water. Let's get started!
Key features in these tools includevisualizations, customer journey insights, integrations, metric tracking, an intuitive user interface, customizable reporting options, and real-time analytics
The 6 best content marketing analytics tools for SaaS include: Factors, Google Analytics, HubSpot, HockeyStack, Dreamdata, and Matomo
The right content marketing analytics tool can make your decision-making and optimization efforts more streamlined and provide valuable insights into audience engagement and campaign performance.
Factors helps you identify top-performing content, uncover hidden patterns, and track customer journeys, ensuring that your content marketing strategy continually evolves for maximum impact.
What to look for in a content marketing analytics tool?
Every tool is designed with a specific audience in mind. But here are some of the features that your content marketing analytics tool must possess.
Account Visualizations: Visualizations translate raw stats into a form simple to grasp and analyze. They help you quickly spot trends, patterns, and outliers that wordy stats may miss. A solid analytics tool will offer various visual formats, like charts, graphs, and heat maps, to suit different data types and needs.
Insight into Customer Journeys: Each customer interaction with your content is a step in their journey. Insight into how customers interact with your content is key to improving your content strategy. The analytics tool you choose should show each customer's full path, tracking what they do across channels and touchpoints. This means seeing the content they connect with, the actions they take, and the order of these interactions.
Integrations with Other Tools: No tool operates alone. Your content marketing analytics tool must work with your other marketing software. This could mean your CRM, email tool, social media manager, and more. Seamless linking allows centralized data control, eliminating manual data transfer between systems.
Ability to Track Relevant Metrics: Not all metrics are equal. The tool should track metrics most relevant to your goals. If your goal is brand awareness, track page views and social shares. If lead generation is what you’re after, track form completions, and newsletter signups. The tool should allow custom metrics for your needs.
Intuitive User Interface (UI): A tool can have all features but if it’s hard to use, no one will want to use it. An intuitive interface makes it easy for all skill levels to navigate the tool and leverage it for their use cases. This means clear menus, logical layouts, and helpful tips.
Customizable Reporting Options: Every business is unique, as are reporting needs. A good tool allows customized reports to focus on important data. You may also want a tool that allows you to choose metrics, how they're displayed, and who they're shared with. Custom reports also make it easier to share insights with stakeholders.
Real-Time Analytics: The digital world constantly changes. What worked yesterday may not work today. Real-time analytics lets you monitor content performance now so you can quickly spot and respond to changes like traffic spikes, engagement drops, or social share surges. Responding fast gives you an edge.
6 Best Content Marketing Analytics Tools for SaaS in 2023
Let’s get started with the 6 best content marketing analytics tools that you must try.
Factors is a must-have tool for B2B marketers. It provides real-time data and actionable insights that help B2B companies maximize content impact and drive measurable results. With Factors, you get a custom snapshot of how your audience is engaging with your content assets so you know what's working, what's not, and what needs to change.
Factors automatically tracks and compiles key content marketing metrics saving you time. You can use these data-driven insights to refine your content creation, enhance the distribution of your top-performing content, and refresh older content that needs improvement.
“The quality of data is amazing. It's one of the best in the market. With Factors.ai we have been able to increase our top of the funnel and at the same time we have been able to add a few into the middle of the funnel.” — Wilson L., 5-star review on G2.
Factors offers a wide range of features designed to help you optimize your content marketing efforts:
Comprehensive Content Analytics: Factors gives you in-depth insights into how your content is performing, who's engaging with it, and how well your campaigns are working. It helps content marketers easily see what's effective and make changes to optimize their strategy. As Praveen R., Head of Product Marketing at a small startup put it, Factors helped them identify the content and pages that were working well and offered good insights into the typical customer journey.
Explain Feature: The "Explain" feature helps uncover important patterns in your data so you can spot trends and understand what's driving your results. Anirhudh Sridharan found it helpful in digging out patterns that impact their conversion metrics.
Automated Alerts and Notifications: With this feature, you can get automated notifications about important visitor activities so you can respond promptly, engage leads at the right time and access a bigger pool of potential customers. Some Factors users have said that implementation of Factors has substantially expanded their top-level pipeline, granting them access to a broader pool of potential prospects and allowing them insight into each prospect's characteristics and behaviors.
Attribution Tracking for Content Campaigns: This feature helps you keep track of how your content campaigns are performing across channels so you can double down on what's working and optimize your strategy. Chaitanya G., Head of Growth at a startup mentioned, Factors provides effective solutions to various challenges faced by marketing teams while offering automated alerts, enabling them to engage with prospects at the right time and focus on targeted campaigns that result in higher ROI.
Easy Integration with Marketing Tools: Factors integrates perfectly with the platforms you already use, bringing all your data together for a complete picture of how your content is performing. No more juggling metrics across different places—get it all in one spot for easy insight into what's driving your results.
Account Segmentation and Audience Insights: Factors gives you the power to segment accounts based on their behaviors and interests so you can tailor your marketing just for them. See who's engaging with what content, how they're interacting with your brand over time, and what makes them tick. Then craft targeted messaging and content to match. Gayatri Ivaturi S., Director of Digital and Content Marketing at a Mid-Market company, said Factors allow them to understand website activity and buyer intent at an account level. Combining multiple custom reports, they segment and target leads based on this behavior and intent data.
“Implementing automated alerts by Factors has dramatically enhanced the efficiency of our sales team. Gone are the days of dedicating countless hours to researching prospects before initiating contact, as we now possess all the necessary information readily accessible.” — Ashok D., 5-star review on G2
Factors.AI offers a wide range of integrations to ensure seamless data flow and enhanced functionality. Here are some of the key integrations and how you can use them:
6signal: Discover anonymous companies on your site so you can understand their behavior and interests.
Clearbit Reveal: Get the details on the companies stopping by your site so you can tailor your marketing to them.
Salesforce: See how your marketing activities directly impact your sales and get insights right in your CRM.
HubSpot: Share data between your marketing platform and CRM for a complete customer view and optimized efforts.
Segment: Bring all your customer data together for a deeper analysis of your audience and how to best engage them.
Rudderstack: Get a 360-degree customer view for smarter marketing and customer experiences.
Google, Facebook, LinkedIn, and Bing Ads: Track how your ad campaigns are performing straight from Factors. Optimize your ad spend based on real data.
Google Search Console: Gain insights into your site's visibility and performance in Google search. Improve organic traffic based on search behaviors.
For a full list of integrations, check out Factors’ integration page.
Google Analytics (GA)—we all know it and we've all used it at some point. For B2B SaaS brands, GA provides insights into who your customers are, how they're engaging with your content, and where the cracks are in their journey.
Google Analytics offers a range of features that are relevant to content analytics, visualization, reporting, and dashboards. Here are some key features:
Customer-Centric Measurement: Google Analytics allows you to understand how your customers interact across your sites and apps, throughout their entire lifecycle.
Insights to Improve ROI: With Google's machine learning capabilities, Analytics can uncover new insights and anticipate future customer actions.
Connect Your Insights to Results: Analytics integrates with Google's advertising and publisher tools, giving you the flexibility to optimize your marketing performance based on the insights you gain from your data.
Make Data Work for You: Google Analytics offers an easy-to-use interface and shareable reports. You can quickly analyze your data and collaborate with your team, making your data work for you.
Google Analytics is designed to work seamlessly with other Google solutions, providing a complete understanding of your marketing efforts and enhancing performance. Some of the top integrations include:
Search Ads 360
Display & Video 360
Google Search Console
Apart from these, most tools integrate and pass data to Google Analytics
Google Analytics is a free tool, making it an excellent choice for businesses of all sizes. For more advanced features, Google offers Analytics 360, a more customizable version of Analytics, that is part of Google’s paid suite of products. That said, pricing starts at $150,000 per year which may not be affordable for midsized companies.
HubSpot is a comprehensive marketing analytics platform that provides insights into your marketing efforts and their impact on revenue. It offers a suite of tools for tracking, reporting, and analyzing your marketing channels.
Track the Complete Customer Lifecycle: With Hubspot, you can build reports that analyze your CRM data to discover key trends. Track the actions of your website visitors to understand behavior and trigger automation workflows. Use multi-touch revenue attribution to map how marketing touchpoints work together to drive revenue.
Check Site Performance and Measure Traffic: You can measure traffic to your website and check its quality based on interactions. This feature also allows you to analyze how each of your pages is performing, compare key metrics like sessions and conversion rates, and find out which traffic sources bring in the most sessions and customers over time.
Analyze Reports Across Several Marketing Channels: HubSpot's analytics are built into everything you do, right out of the box. You can see detailed reports for every marketing asset, from your website to emails, blog posts, social media, and more. Then add any report to your dashboard to track everything in one place.
HubSpot seamlessly integrates with over 1,250 leading apps and web services, including:
HubSpot's pricing for its marketing analytics software is structured as follows:
Professional Plan: Starts at $800 per month, billed annually. This includes 2,000 marketing contacts. Additional marketing contacts cost $225 per month per 5,000 contacts.
Onboarding Fee: You’re also charged a $3,000 onboarding fee for the Professional plan and a $6,000 onboarding fee for the enterprise plan.
HockeyStack is an analytics and attribution tool designed for B2B companies. It provides a complete picture of every customer touchpoint, from the first interaction to the closed deal, helping you refine your marketing strategy.
Attribution 2.0: HockeyStack uncovers every touchpoint, from the first interaction to the closed deal, providing a comprehensive view of the customer journey.
Custom Dashboards and Reports: HockeyStack allows you to create custom dashboards and reports to visualize your data in a way that makes sense for your business.
Goal, Funnel, and Segment Tracking: Track your marketing goals, funnels, and segments to understand the effectiveness of your marketing efforts.
CRM, Billing System, Customer Support, and Ad Network Integrations: HockeyStack integrates with your existing tech stack, providing a unified view of your marketing, sales, revenue, and product data.
HockeyStack's pricing starts from $949 per month for 10,000 visitors per month and 10 seats. The setup and onboarding are completely free.
Dreamdata is a B2B revenue attribution platform that connects your content to pipeline and revenue. It provides insights into how your content is influencing leads, prospects, and new business, helping you make data-driven decisions about your content strategy.
Content Analytics: Dreamdata's Content Analytics provides insights into how your content is influencing leads, prospects, and new business.
Content Funnel Performance: It allows you to see what content influenced your accounts at different stages of their journey.
Content Performance: With Content Analytics, you can identify what source channel is bringing in the right audience to your content.
Data-Driven Content Strategy: Dreamdata helps you develop a truly data-driven content strategy by providing insights into what content to create for each step of the funnel, how long to wait for conversions at each stage of the pipeline, what channels to invest more in, and which are your true evergreen pages.
Dreamdata integrates with a wide range of tools across different categories. Here are some of the key integrations relevant to content marketing:
CRM: HubSpot, Salesforce, Pipedrive, Microsoft Dynamics
Ads: LinkedIn Ads, Google Ads, Facebook Ads, Twitter Ads
Marketing Automations: HubSpot, Marketo, Pardot
Customer Success: Intercom
Sales Tools: Outreach
Website Tracking: Segment, analytics.js
Data Warehouse: BigQuery, Amazon Redshift, Snowflake
Business Intelligence: Google Data Studio, Tableau, Looker, PowerBI, Metabase
Dreamdata offers several pricing tiers, starting from a free tier to custom enterprise solutions:
Free: $0/month, includes up to 30,000 Monthly Tracked Users, up to 5 Seats, B2B Web Analytics, Unified Ad Spend Report, Company Enrichment & Segmentation, De-anonymize Traffic, LinkedIn Ads Engagement, and the option to share reports with your colleagues.
Team: From $599/month, includes everything for Free, plus 30,000 Monthly Tracked Users, up to 10 Seats, Connect your CRM, Revenue & Multi-Touch Attribution, Performance Analytics & ROAS, Customer Journeys up to 2 years, LinkedIn & Google Conversion Optimization, and Data-Driven Contact to Company resolution.
Business: From $1,499/month, includes everything in the Team, plus 60,000 Monthly Tracked Users, 20 Seats, Connect your Marketing Automation, Replay Historical Tracking Data, Content Analytics, Customer Journeys up to 3 years, SSO & User Roles, and Shared SOC2 Type II Report.
Enterprise: Custom pricing, includes everything in Business, plus Unlimited Monthly Tracked Users, 30 Seats, ROI & CAC Reporting, Data Warehouse Access, Custom Stage Objects, Custom Attribution Model, SAML, OpenID, Azure AD, OneLogin, or Okta, and Service Level Agreement.
Matomo is a powerful open-source analytics platform that provides insights into your website's traffic and marketing effectiveness. It's designed to give you complete control over your data, with a strong focus on privacy compliance.
Content Tracking: Matomo's Content Tracking feature shows how effective specific pieces of content are at generating interactions on your website or app. It tracks content impressions and content interactions, allowing you to analyze the interaction rate and discover the most effective placements and variations for your content.
Customizable Dashboard: Matomo allows you to customize your dashboard to suit your needs, providing a personalized view of your analytics.
Multiple Integrations: Matomo can be integrated with the most popular Content Management Systems, Ecommerce platforms, and Tag Managers.
Matomo offers a variety of integrations with popular Content Management Systems, Ecommerce platforms, and Tag Managers. Here are some of the key integrations:
Content Management Systems (CMS): WordPress, Wix, Webflow, Squarespace, Drupal, GoDaddy Website Builder, Jimdo, Microsoft SharePoint Online, Joomla, Kajabi
Tag Manager: Google Tag Manager
Other: Cloudflare, React, Vue.js
Matomo offers several pricing plans, including a free option:
Free Plan: This plan is free and includes self-hosted analytics, full data ownership, and no data limits.
Cloud-hosted Plans: Starts at $23/month for 50,000 hits a month. The pricing increases as your monthly traffic grows. However, all plans, including the base plan have all the important features.
Enterprise Plan: If you need Custom data limits, custom data retention period, white labeling, custom domains, or specific enterprise requirements, this plan is the ideal fit for your needs.
Experience The True Potential of Your Content Marketing Analytics
The B2B SaaS landscape has evolved beyond traditional content marketing and embraced the power of data-driven decision-making. Content marketing analytics tools enable this transition and help marketers better understand their audience, optimize campaigns, and ultimately, drive growth and success.
Factors stands out as an exceptional choice for SaaS businesses in search of an analytics tool. It not only reveals hidden insights but also streamlines the most complex aspects of content marketing strategy. It works behind the scenes to reveal anonymous website visitors, track customer journeys, and offer actionable data. It equips businesses with the invaluable information needed for strategic, well-informed marketing decisions.
So, don't let the vast sea of data intimidate you. A powerful and flexible content marketing analytics tool like Factors can make your life simple.