What is an analytics tool?

An analytics tool is software that collects, processes and visualises data about how people use your website, app or marketing channels. In digital marketing it helps you understand what works, what does not and where to focus your budget.

At its core, an analytics tool tracks user actions such as page views, clicks, purchases and form submissions. It then turns these raw events into reports, dashboards and insights so your B2B or e-commerce team can make data driven decisions instead of guessing.

How an analytics tool works

Most analytics tools use a tracking code or SDK that you install on your website or app. This code sends event data to the analytics platform where it is stored, processed and grouped into sessions, users and traffic sources. Tools like Google Analytics 4, Firebase Analytics and server side tracking setups all follow this pattern.

Modern setups often combine more than one analytics tool. For example, you might use GA4 for web behaviour, a product analytics tool for in app events and a data warehouse for long term storage. If you are comparing solutions, our guide on the difference between GA4 and Firebase Analytics explains when to use each.

Types of analytics tool in marketing

For a growth team, an analytics tool is rarely just one platform. Typical categories include web analytics, product analytics, campaign analytics, attribution tools and customer data platforms. Each answers a different question along the journey from first click to closed deal or repeat purchase.

To keep tracking organised, many teams use Google Tag Manager or a similar tag manager as the central place to deploy pixels and events. If you are unsure how these roles differ, see our article on the difference between GA4 and GTM for a clear comparison.

Why analytics tools matter for B2B and e-commerce

A well implemented analytics tool gives you the visibility you need to grow profitably. For founders, CMOs and marketing leads, it becomes the single source of truth for traffic, conversion and revenue performance across channels like SEO, paid search, social ads and email.

  • See which channels, campaigns and keywords actually drive revenue or qualified leads.
  • Spot friction in your funnels, for example checkout drop off or low lead to opportunity conversion.
  • Compare performance over time so you can track the impact of new experiments or site changes.
  • Segment users by country, device or behaviour to tailor messaging and offers.
  • Stay compliant by switching from legacy Universal Analytics to privacy aware GA4.

Together, these capabilities turn your analytics tool into a control panel for growth, not just a reporting obligation.

Choosing and implementing the right analytics tool

When selecting an analytics tool, start from your business questions. B2B teams might prioritise lead quality and pipeline tracking, while e-commerce stores focus on product performance, margins and lifetime value. In Belgium and across Europe, privacy, consent and data residency are also key factors.

Migration choices matter as well. If you are still on Universal Analytics, understanding why Google replaced Universal Analytics with GA4 will help you plan a future proof setup. A strong implementation defines clean events, uses consistent UTM tagging and connects your analytics tool with ad platforms and CRM.

For teams that move fast and expect senior level execution, working with an embedded digital marketing partner like 6th Man can ensure your analytics tool is not just installed but actively used to drive smarter, faster and more predictable growth.