Advanced customer analytics

There are many tools you can use to measure your website traffic and get varying degrees of data and insight about your visitors. For subscription based businesses, apps and some other business models, advanced customer analytics such as Kissmetrics,  MixpanelWoopraCalqIndicative and Heap are the most chosen integrations through our platform. 

In this article, we will review best practices around these tools and help choose the one that suits your needs! 

Advanced Customer Analytics

These tools emphasize on tracking individual users instead of just providing aggregate data about website visitors. They are built to answer questions such as- 

  • How do new users engage with our app or website and where can we make improvements to turn more of them into loyal customers?
  • How does a recent change we made to our app affect the retention rate of our customers?
  • How does a change in pricing affect not only sales conversions but customer lifetime value?

Common Features

What all the tools have in common are:

  • Cohort and retention analysis - insights into how changes affect long-term behavior among customers.
  • Funnel reports - View multiple steps towards a conversion and drop-off rates for each step.
  • Insight into individual user profiles - drill down into individual users and see what people actually do instead of just an aggregate of page views and visits.
  • Advanced queries and segmentation - target segments of users based on who have performed a specific set of actions.

Let's dive into each of the integrations:

Kissmetrics focuses on tracking people and events by simply adding a URL parameter to a link. This is great for tracking email links, which also requires less technical expertise. 

An interesting feature in Kissmetrics is the  "path report", which is built to map out the most common steps users take between first appearing and reaching a conversion goal specified by you. It is a report that automatically digs through your data to find the most common funnels which can be successful. 

Another cool feature is the Daily metrics mail- which is an email report function that Kissmetrics has to send daily updates for up to 5 of the Metrics you have created/measure. 


Mixpanel is a well-established solution that has been around for several years and has been steadily growing in both user-base and features. If you’re more interested in tracking trends and applying formulas, then Mixpanel seems to be the way to go.

It is a full suite of features that can be used to send in-app or email messages to your customers, based on their behavior. You can create rules that will trigger messages based on any of the events you track in Mixpanel. Also use Mixpanel to display in-app surveys and gather further insights from your users.

For example, you can send an email to customers who signed up, but haven't used/downloaded your product after a certain number of days.

Mixpanel also has a strong focus on mobile and includes a visual A/B testing tool for mobile apps. You can use it to create any kind of split test inside your mobile app, without requiring a 3rd-party testing tool.


 Woopra has been around for a long time and in the past few years it has undergone a dramatic transformation from being a "regular" web analytics tool to becoming a high end customer analytics tool.

It has the ability to unite your customer activity data within your analytics platform. For example, customers interact with you on your website and mobile app, but also through other tools you use, like email, help desk, live chat, etc. All of this engagement represents many pieces of the same puzzle. With Woopra, you can sync all this data so you have a truly complete picture of your customer.


Calq is an advanced custom analytics for web and mobile applications, where developers feel right at home with Calq's "action query language" or AQL, a language based on SQL, which can be used to create very complex queries into the data in the tool.

Further, users can run any query and get any report in Calq through their API, making deep integrations with other tools possible.

Some of its features are: It lets you create easy conversion funnels that let you measure how users flow through your application and identify sticking points where customers are being lost. 

For example, use funnels to show where users are getting stuck in your checkout process. Use this data to refine the journey and boost sales.


Indicative is the analytics tools with a dashboard feature which lets you create a fully customized dashboard, giving you an overview of all the metrics that matter most, to your business.

In addition, you can create multiple dashboards (for different teams or team members, for example) and also share the dashboards. 

The interface is highly visual and is easy to slice and dice data by connecting it to any data source to have a unified view of user data. 


Heap offers instant, retroactive analytics that can track every pageview, click, form submission and more without any custom code.

If you're trying to see a comprehensive picture of every single thing a user has done, even if it's across separate devices and cookies, Heap offers the ability to drill down on an individual user.


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