I've worked in the space for over four years now and I'm currently building a startup in the space. Google Analytics is the gold standard. It's the tool everyon

I've worked in the space for over four years now and I'm currently building a startup in the space. Google Analytics is the gold standard. It's the tool everyone is familiar with and is often the thing someone does after setting up a new website is install GA. The main startup alternatives are Mixpanel, Amplitude, and Heap. All three are unicorns or are close to being a unicorn. The main issue with GA is it's focused on analyzing pageviews. While you are able to get a lot of information from what pages people are viewing, very little of it is actionable. Mixpanel pioneered the idea of "event-based tracking" where you instrument the actions you care about and run reports over them. This let's you more complex reports like, of after a user sign up, after N months, how many of them are still signing in. Or, how does the conversion rate from users on the free trial differ based on location of the user. The main enterprise alternative is Adobe Analytics, formerly known as Omniture. Pretty much every really large business that uses an analytics product uses Adobe. IIRC, the minimum price you will be quoted for Adobe is around $100k. Besides using an end-to-end analytics solution, the other alternative is to use multiple services together. For this approach people will use a tool for data collection such as Segment or Freshpaint (disclaimer, I'm the founder of Freshpaint) to instrument their website. They will send the data from their data collection tool to a data warehouse such as Snowflake, BigQuery, or Redshift. Then they will use a tool such as Looker or Tableau to visualize the data in their data warehouse.