When it comes to digital marketing, analytics is the difference between guessing and knowing. The right analytics tools give you the data you need to measure performance, optimise campaigns, and prove ROI. But with so many options available, which analytics tools should you actually use?
At Stellar Digital Media, we believe in tools that balance precision, usability, and insight. Below we break down the essentials every business should have in their stack.
Google Analytics 4 (GA4)
GA4 is the backbone of modern analytics. It tracks how users interact with your website and helps you measure performance across different traffic sources. With GA4 you can:
Understand user journeys across devices
Track conversions and events
Build predictive audiences
Integrate with Google Ads for better ROI reporting
If you haven’t set up GA4 yet, you’re already falling behind. We recommend pairing it with Google Tag Manager (GTM) for flexible event tracking.
For more on measuring ROI, check out our blog How do I measure success and ROI?
Google Tag Manager (GTM)
GTM is essential if you want to track events like button clicks, form submissions, or video plays without constant developer input. It simplifies tag management and makes your analytics far more customisable.
With GTM, you gain:
Faster campaign tracking setup
Easier custom event tracking
Cleaner, more efficient site code
Looker Studio
Data without context is meaningless. Looker Studio (formerly Google Data Studio) helps you transform numbers into visual dashboards your team can actually understand. You can:
Combine data from GA4, Google Ads, and social platforms
Build real time dashboards for clients or internal teams
Track KPIs at a glance
We often use Looker Studio to report on campaign performance in a clear, transparent way that keeps everyone aligned.
Heatmaps and behaviour tools
Sometimes numbers don’t tell the full story. Tools like Hotjar or Microsoft Clarity show you where users click, scroll, and drop off. Heatmaps and recordings reveal:
Where attention is focused on your pages
How users interact with forms and buttons
Where friction points cause exits
This insight is gold when paired with GA4 and GTM, helping you improve conversion rates.
For more on optimising user journeys, explore our blog How can I optimise my sales funnel on site?
SEO and keyword analytics tools
Beyond on-site data, you need visibility into search performance. Tools like SEMrush, Ahrefs, or Google Search Console are essential for:
Tracking keyword rankings
Understanding backlinks
Spotting technical SEO issues
Monitoring impressions and clicks in Google Search
When combined with GA4, you can see not just where traffic comes from, but whether it’s actually converting.
To dive deeper, read our blog What is link building and does it matter?
The Stellar Media approach
Analytics is only useful if you act on it. At Stellar Digital Media, we combine GA4, GTM, Looker Studio, and behaviour tools into a reporting ecosystem that doesn’t just show numbers—it tells you what to do next.
If you’re unsure which analytics tools are right for you, or if your reporting feels like data overload, we can help streamline and set you up for growth.
FAQ’s
- Q: What are the best analytics tools for beginners?
A: Start with Google Analytics 4 and Google Tag Manager. These are free, powerful, and scalable as your business grows. - Q: Do I need paid analytics tools?
A: Not always. Free tools like GA4, GTM, and Google Search Console cover most needs. Paid tools like SEMrush or Hotjar add extra depth if your business requires it. - Q: How do I know if my analytics is set up correctly?
A: If you’re not confident that conversions, goals, and events are being tracked accurately, it’s worth having an audit. At Stellar, we regularly help businesses audit and refine their setups.