The Best Apps and Tools for Marketing Reporting in 2023

The Best Apps and Tools for Marketing Reporting in 2023

Finding the right tools for marketing reporting is a challenge for any Chief Marketing Officer, Data Analyst, Agency, or internal marketing team. With Google preparing to phase out cookies entirely by mid-2024, teams are feeling a sense of urgency to gather as much data as possible before tracking as we know it grinds to a halt.

Savvy marketers have recognized it’s time to finesse their strategies for the coming year(s) and plan out their long-term goals as much as possible. With ever-growing calls for consumer data privacy on the rise, it’s crucial to have the right reporting apps and tools in place now for digital marketing reporting. Time is running out to better understand the latest attribution models, which stage of the funnel has the most long-term value and ROI, and how to optimize marketing KPIs.

Meanwhile, CMOs are facing pressure to cut costs and tools from their stack and consolidate.

A screenshot of a marketing research report from Gartner showing that CMOs are taking actions to address increasing pressure to cut Martech Spend.
Source: Gartner

This article will explore a range of apps and tools across different categories that are relevant to marketing reporting, each offering unique features and capabilities.

Whether you’re a Growth Marketer, Digital Marketing Manager, Social Media Manager, or a Marketing Director, it’s crucial to understand the strengths and limitations of these marketing reporting tools and how they can significantly impact your strategy, remarketing efforts, and outcomes.

So let’s dive into the world of analytics, SEO, PPC, and CRM tools, dissecting their pros, cons, and best use cases to guide you in making informed decisions for your marketing needs.

Top Third-Party Analytics Tools

Google Analytics 4 (GA4)

The newest iteration of Google’s popular analytics service, GA4, steps up from Universal Analytics with more comprehensive cross-device and platform tracking capabilities, enhanced with AI-driven predictive insights. It’s designed to offer a more holistic view of the customer journey, making it a powerhouse for marketers seeking to understand user behavior across various channels.

A screenshot of a GA4 dashboard
  • Pros: Advanced user tracking, predictive analytics, and integration with other Google services.
  • Cons: Steep learning curve for new users and less straightforward than its predecessor.

Here’s how to create an effective marketing dashboard in GA4.

Unito’s Google Analytics 4 integration is now live! Here’s how it works:

Looking for a GA4 alternative?

Matomo: An open-source platform that stands out for its commitment to user privacy and data ownership. It’s a strong choice for organizations with stringent data privacy requirements or those who prefer to have full control over their data.

Amplitude: This tool is geared towards product analytics, focusing on tracking user engagement and retention. Its real-time data capabilities and strong behavioral analytics make it a solid choice for product teams looking to understand user interactions.

A screenshot of an Amplitude funnel calculating user conversion
Here’s an example of a chart in Amplitude calculating a generic conversion rate among visitors.

Adobe Analytics

As a key component of the Adobe Experience Cloud, Adobe Analytics stands out for its granular data analysis and customer journey mapping. It excels in processing large data sets to provide real-time analytics and customizable dashboards, making it ideal for enterprises that need in-depth insights into their marketing performance.

A screenshot of an Adobe Analytics dashboard
Source: Image
  • Pros: Deep segmentation capabilities, real-time analytics, and customizable dashboards.
  • Cons: Higher cost and complexity, may be overkill for smaller businesses.


Specializing in tracking user interactions, Mixpanel shines in dissecting user behavior and engagement on both web and mobile interfaces. Its strength lies in event tracking and user segmentation, offering marketers detailed insights into how users interact with their apps and websites.

A screenshot of a Mixpanel marketing dashboard tracking new users, workspaces by plan type, new user accounts within the last 30 days and more.
Source: Image
  • Pros: Strong event tracking, user-friendly interface, and good data visualization tools.
  • Cons: Limited historical data access and higher cost for larger data volumes.


Heap automates the data collection process, capturing every user interaction without the need for manual tracking setup. This feature makes it a valuable tool for teams that want to focus on analysis rather than data collection, although the sheer volume of data can be daunting for smaller teams.

A screenshot of a Heap dashboard tracking acquisition rate, top converting landing pages, new users by UTM source, new vs. returning users, initial landing page, and marketing channel
Source: Image
  • Pros: Automatic data capture reduces setup time, and retroactive analytics are possible.
  • Cons: Can be overwhelming due to the volume of data captured; more suitable for larger teams.

Piwik PRO

Tailored for organizations that prioritize data privacy, Piwik PRO offers a compelling alternative with its emphasis on user privacy, compliance with data protection regulations, and customizable analytics features.

A screenshot of Piwik Pro dashboard as an example of native first-party reporting and dashboarding tools
Source: Image
  • Pros: Strong emphasis on user privacy, full data ownership, and customizable to specific needs.
  • Cons: Requires more technical expertise to set up and manage.

Native First-Party Reporting & Dashboarding Tools

HubSpot Marketing Hub

This tool integrates seamlessly with HubSpot’s suite, offering intuitive and comprehensive reporting on marketing activities. HubSpot Marketing Hub‘s user-friendly interface, native cross-object reporting functionality, and dashboarding features make it especially handy for businesses looking for a centralized view of their marketing efforts.

A screenshot of HubSpot Marketing Hub dashboard as an example of native first-party reporting and dashboarding tools
Source: Image

Salesforce Marketing Cloud

Known for its robust CRM capabilities, Salesforce extends its prowess to marketing analytics. Salesforce Marketing Cloud provides detailed insights into customer interactions, making it a powerhouse for businesses that already rely on Salesforce for customer relationship management.

A screenshot of Salesforce Marketing Cloud dashboard as an example of native first-party reporting and dashboarding tools
Source: Image


Beyond its renowned email marketing service, Mailchimp also offers straightforward reporting features, ideal for small businesses or those just starting with email marketing campaigns.

A screenshot of Mailchimp dashboard as an example of native first-party reporting and dashboarding tools
Source: Image


A heavyweight in marketing automation, Marketo (acquired by Adobe in 2018) also offers strong analytics capabilities. It’s particularly adept at lead management and nurturing, making it a solid choice for businesses focused on these areas.

A screenshot of Marketo dashboard as an example of native first-party reporting and dashboarding tools
Source: Image

Zoho Analytics

As part of the Zoho suite, this tool offers versatile reporting features that are especially beneficial for small to medium-sized businesses. Zoho Analytics‘ integration with Zoho CRM is a significant plus for those already within the Zoho ecosystem.

A screenshot of Zoho Analytics dashboard as an example of native first-party reporting and dashboarding tools
Source: Image
  • Pros: Integration with Zoho CRM, customizable dashboards, and affordability.
  • Cons: May lack depth in certain analytical areas, more suitable for small to medium businesses.

Business Intelligence Tools


A leader in the BI space, Tableau is renowned for its advanced data visualization capabilities. It’s particularly adept at handling complex data sets and offers extensive customization options, making it a favorite for data-driven organizations.

A screenshot of Tableau overview and reporting for Business Intelligence (BI)
Source: Image
  • Pros: Powerful data visualization, flexible data handling, good integration with various data sources.
  • Cons: Steep learning curve and higher cost.

Microsoft Power BI

This tool is a staple in the Microsoft suite, offering robust analytics and data visualization capabilities. Microsoft Power BI is particularly beneficial for businesses already entrenched in the Microsoft ecosystem, offering seamless integration with other Microsoft products.

A screenshot of Microsoft Power BI overview and reporting for Business Intelligence
Source: Image
  • Pros: Integration with Microsoft products, relatively affordable, good for enterprise-level reporting.
  • Cons: Can be less intuitive for non-Microsoft users.

Looker (Google Cloud)

As part of Google Cloud, Looker for Business Intelligence offers sophisticated data modeling and analytics capabilities. Its strength lies in its ability to handle big data, making it a suitable choice for larger organizations with extensive data needs.

A screenshot of Looker Cloud overview and reporting for Business Intelligence (BI)
Source: Image
  • Pros: Robust data modeling capabilities, integrates well with Google Cloud services.
  • Cons: Requires technical expertise to fully leverage, better suited for larger organizations.

Qlik Sense

Known for its interactive data visualization and dashboarding capabilities, Qlik Sense offers a flexible and scalable solution for data analysis. Its associative data modeling is particularly useful for exploring complex data relationships.

A screenshot of Qlik Sense overview and reporting for Business Intelligence (BI)
Source: Image
  • Pros: Flexible and scalable, associative data modeling, good for exploring data relationships.
  • Cons: Can be complex to set up, requires training.


Catering to businesses with advanced BI needs, Sisense excels in integrating complex data from multiple sources. Its customizable nature and strong data integration capabilities make it a powerful tool for data-heavy organizations.

A screenshot of Sisense overview and reporting for Business Intelligence (BI)
Source: Image
  • Pros: Strong data integration capabilities, customizable, and offers embedded analytics.
  • Cons: More expensive, suited for businesses with advanced BI needs.

SEO Tools with Integrated Website Analytics

Google Search Console

Google Search Console is a vital tool for webmasters, providing detailed reports on your site’s visibility in Google search results. It helps in monitoring and maintaining site performance in Google Search, including insights into organic search traffic, keyword performance, and indexing issues.

A screenshot of a Google Search Console dashboard showing clicks, impressions, CTR, and average position.
Here’s an example of a dashboard in Google Search Console displaying clicks, impressions, average click-through-rate (CTR), and average position on SERPs.

Not clear on the differences between Google Search Console and Google Analytics? Here’s our full guide.


Ahrefs is a comprehensive SEO tool that offers capabilities for backlink analysis, keyword research, competitor analysis, and site audits. It’s renowned for its extensive backlink index and detailed insights into the search landscape.

A screenshot of Ahrefs overview and reporting for SEO Tools
  • Pros: Extensive database for backlinks, in-depth keyword and content analysis, user-friendly interface.
  • Cons: High cost, can be overwhelming for beginners.


SEMrush is a versatile digital marketing tool that provides features for SEO, PPC, content marketing, and social media. It’s widely used for competitor analysis, keyword tracking, and site audits.

A screenshot of SEMrush overview and reporting for SEO Tools
Source: Image
  • Pros: Comprehensive toolset, great for competitive intelligence, robust reporting features.
  • Cons: Premium pricing, complex interface for newcomers.

Moz Pro

Moz Pro offers a complete suite of SEO tools, including keyword research, link building, site audits, and page optimization insights. It’s known for its easy-to-use interface and Moz’s proprietary metrics like Domain Authority.

A screenshot of Moz Pro campaign overview and reporting for SEO Tools
Source: Image
  • Pros: Excellent for on-page SEO, strong community and educational resources, user-friendly.
  • Cons: Some features not as deep as competitors, can be costly for full access.

Yoast SEO (for WordPress)

Yoast SEO is a popular WordPress plugin that helps optimize website content for search engines. It provides tools for content analysis, readability checks, and SEO recommendations.

A screenshot of Yoast SEO plugin for WordPress dashboard
Source: Image
  • Pros: Easy to use, great for content optimization, frequent updates with new features.
  • Cons: Primarily for on-page SEO, advanced features require a premium version.

PPC Reporting Tools

Meta Ads Manager (Facebook & Instagram Insights)

This tool provides comprehensive analytics and reporting features for advertising campaigns on Facebook and Instagram. Meta Ads Manager allows marketers to track ad performance, audience insights, and conversion data.

A screenshot of Meta Ads Manager for Facebook and Instagram Insights overview and reporting for PPC
  • Pros: Detailed demographic insights, robust targeting options, integrated with Facebook’s ecosystem.
  • Cons: Affected by privacy updates (e.g., iOS changes), can be complex for beginners.

LinkedIn Ads

LinkedIn Ads provides targeting and reporting tools tailored for a professional audience, making it ideal for B2B marketing campaigns.

A screenshot of LinkedIn Ads overview and reporting for PPC
Source: Image
  • Pros: Precise targeting based on professional data, good for B2B lead generation.
  • Cons: Higher cost per click compared to other platforms, limited reach.

Google Ads

Google Ads is a comprehensive platform for PPC advertising across Google’s network, including search, display, and YouTube. It offers detailed performance metrics and audience insights.

A screenshot of Google Ads overview and reporting for PPC
Source: Image
  • Pros: Massive reach, diverse ad formats, integration with Google Analytics.
  • Cons: High competition for keywords, complexity in campaign management.

Unito’s Google Ads integration is now live! Here’s how it works:

Microsoft Ads

Microsoft Ads allows for advertising on Bing and the Microsoft network. It offers tools for keyword planning, campaign management, and performance reporting.

A screenshot of Microsoft Ads overview and reporting for PPC
Source: Image
  • Pros: Often lower CPC compared to Google, less competition, integration with LinkedIn.
  • Cons: Smaller audience reach, limited in certain geographic regions.

CRMs and Sales Reporting


Pipedrive is a sales-focused CRM known for its intuitive interface and effective pipeline management. It provides tools for tracking interactions, managing leads, and analyzing sales data.

A screenshot of Pipedrive CRM overview and reporting for marketing and sales
Source: Image

Did you know Pipedrive and Mailchimp are both supported by Unito? Here’s how to handle lead lifecycle management with both tools:

Zoho CRM

Zoho CRM offers a comprehensive suite of tools for sales and marketing, including lead and contact management, sales automation, and performance analytics.

A screenshot of Zoho CRM overview and reporting for marketing and sales
Source: Image
  • Pros: Affordable, integrates with Zoho’s suite of products, good for SMEs.
  • Cons: User interface can be cluttered, limited features in basic plans.

Microsoft Dynamics 365

A robust CRM and ERP solution that offers extensive capabilities for sales, marketing, and service management. Microsoft Dynamics 365 integrates seamlessly with Microsoft’s suite of products.

A screenshot of Microsoft Dynamics 365 CRM overview and reporting for marketing and sales
Source: Image
  • Pros: Deep integration with Microsoft ecosystem, scalable, extensive customization options.
  • Cons: High complexity and cost, steep learning curve.

Recap of the best apps and tools for marketing reporting in 2023

Each of these apps and tools for marketing reporting provides unique advantages and faces specific challenges, making them suitable for different aspects of marketing and sales reporting. Choosing the right tool depends on your specific needs, budget, and the level of complexity you can manage. If you still need help deciding, feel free to reach out and let us know: our team is loaded with marketing professionals and experts in the latest reporting tools on the market.

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