Product Database: Analytics and tracking tools
A comprehensive database of 50+ tools product teams are using to measure their website's performance
Hi product people 👋,
There is an ongoing debate about the merits of data-driven product development. Some say that blindly taking a data-driven approach to product can be detrimental to the product you’re working on.
To illustrate this perspective, someone recently posted this, critiquing the latest iteration of Spotify’s desktop app. If nothing else, to me this looked to be a symptom of 5 different product squads, each chasing data-driven outcomes with little thought for how achieving these metrics might impact the overall UX.
The more nuanced approach is to take a data-informed, rather than data-driven approach. This means you’re aware of the important data points, but you decide to act in a way which incorporates qualitative feedback and doesn’t necessarily chase metrics to the detriment of the overall user experience.
Whether you take a laser focused data-driven or data-informed approach is up to you. But the one thing you’ll need regardless is the data itself.
And in this DOP Product Database, we’re focused on product analytics tools. We’ll explore some of the market leaders along with some analytics tools you might not have heard of so that you can make more informed decisions about your product.
DOP Product Database: Analytics Tools
Before we look at the database in detail, here’s some context on the market. As you can see, Google Analytics is the giant of analytics tools based on desktop website traffic globally.
This doesn’t necessarily mean to say that most product teams are using Analytics as their preferred tool, but is a measure of how many websites globally have Analytics tracking installed, whether or not its being used. Despite that, it’s clear that Google Analytics owns a big majority of the product analytics market.
Here’s the DOP Product Analytics database in full. To help contextualise the database, we’ve included some relevant data points including:
Market share (based on the number of websites that use the tool)
Relevant links to each product
API information and links to the API documentation where appropriate
You can grab a copy of the full database of 50+ tools for yourself here: