Tools That Will Share Lead Generation Performance And Site Visitor Behavior
Overseeing how well your marketing performs is commonly done with a group of software tools, called a tech stack. For most business owners, building a marketing tech stack is intimidating. Technical setups, vague billing, and nonsense metrics can make starting off expensive. Especially if the wrong tools are chosen.
1. Google Analytics
Google Analytics (GA4) is a website traffic and user behavior platform that provides critical reporting on a wide range of data points. Features allow you to track “conversions” such as lead form submissions or specific page views. GA4 is the most recognized website reporting platform out there.
How much does GA4 cost?
Free. GA4 is free regardless of your website size or complexity.
How difficult is GA4 to set up?
Many website content management systems (CMS) will support a plug-in or add-on that automatically connects to Google Analytics. If not, Google provides you a code snippet that should be placed in your website’s code.
2. Google Search Console
Google Search Console is the hidden secret to understanding your website’s organic Google search performance. Packed with details about how site visitors used Google search to arrive at your website it includes statistics on search queries, number of times you appeared in a search, and even where your site ranks on specific terms.
How much does Search Console cost?
Google Search Console is free!
How difficult is Search Console to set up?
Similar to Google Analytics, many CMS’s have tools that can link Search Console automatically. But you can also link it via your GA4 account or through a variety of verification tools. It might be helpful to have your website developer help with setup.
3. Lucky Orange
Google Analytics will report what happened. Lucky Orange reports how it happened. Lucky Orange is a behavior reporting platform that creates visual graphics showing where site visitors clicked on your website, how deep they scrolled, and will even show recordings of their site visit. Incredibly useful to see if your call to action buttons are working!
How much does Lucky Orange cost?
A free version is available, but only tracks 100 site visits per month. More robust plans start about $40 per month.
How difficult is Lucky Orange to set up?
Setup does require a code snippet installed on your website. While not difficult, it is important to place it correctly.
Looking for an alternative?
HotJar is very popular and has many of the same features (and then some). HotJar still has a free plan, but the pricing may be a bit higher for additional features.
4. SEMRush
SEMRush is the gold standard for “competitive intelligence.” It shows you what keywords your competitors rank for, how much traffic they get, and where their backlinks come from. It also features new tools for Generative AI performance or Generative Engine Optimization (GEO) and improved keyword research resources.
How much does SEMRush cost?
Expensive. The Starter plan begins around $200 per month with a discount if you pay annually. If you want to monitor a larger volume of keywords or competitors, plans can accommodate you.
How difficult is SEMRush to set up?
The setup for SEMRush is very easy. No code snippets or verification needs. You simply add your business website address.
Looking for an alternative?
<ahrefs> (pronounced h-refs) is an excellent alternative to SEMRush. A little less expensive and it’s equipped with many of the same features,
5. HubSpot
HubSpot is classified as a Customer Relationship Management system (CRM). This tracks the “customer journey” from initial prospect to customer. An all-in-one platform that can combine marketing attribution, lead generation, and deal tracking. HubSpot is super-helpful if you’ve got multiple marketing channels and you’re interested in tracking attribution.
How much does HubSpot cost?
Expensive. While some tools are free and starter programs start around $50 per month, the “full version” starts about $800 per month.
How difficult is HubSpot to set up?
Most businesses start their HubSpot partnership with an onboarding process. The technical integration and database setup is complicated. You’ll want to plan for this implementation before beginning. There may be additional costs to onboarding if you go with a higher-tier account option.
Looking for an alternative?
ZOHO is a business solution platform that has a respected CRM platform at a far more affordable budget ($50 per month for a well-equipped CRM plan). ZOHO has similar database features to HubSpot, but far fewer marketing tools.
Looking for help building your marketing tech stack?
Start making sense of your marketing data! Signalfire will help configure your tech stack and build a reporting system to make sense of it all. To start making sense of it all, set up an appointment now!