Visitor Analytics Market Distribution

We used various online sources to estimate market share of several visitor analytic tools. These approximations are generated for LeadLander, Snoobi, Eloqua, Marketo, Pardot, DemandBase, NetFactor, ActiveConversion, Loopfuse and LeadExplorer. Also included are Google Analytics and Statcounter, just to see how these popular free tools score. The results are shown below:

Leadlander, ActiveConversion, Pardot, Marketo, LeadsExplorer

Leadlander is the Market Leader

Out of the commercial offerings, LeadLander is the clear market leader. About 8,000 sites were found using the LeadLander script. Out of which +600 were ranked in the top million websites by Alexa (or similar ranking systems.) Snoobi is also very popular, especially in Northern Europe.

Leadlander,Loopfuse,Googleanalytics,Statcounter,ActiveConversion

DemandBase, Marketo and Eloqua for High-end sites

These 3 vendors have a good sizable chunk of the market with about 20% clients from top million sites. This makes sense because these solutions offer more features than just visitor tracking/identification. Their extended feature-set makes them more expensive and affordable to bigger, more popular websites.

Snoobi,Eloqua, Demandbase,Neftactor,Loopfuse

Then there are a number of smaller but just as powerful solutions that focus on niche segments. These have about 1,000 or less site implementations.

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Zaki Usman

Hello, I'm the founder and CEO at ShoutEx. I like to blog about marketing, mobile and web topics. Feel free to connect with me on Twitter or LinkedIn.

Comments (4)

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    Adam Blitzer

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    Interesting stuff! Builtwith.com has a lot of great data, especially about web analytics market share. Your list is especially interesting when you look at % in top million domains. It gives a good sense of each vendor’s typical client size (from a traffic perspective).

    Disclosure: I work for Pardot, one of the vendors listed above.

    Reply

    • Avatar

      Zaki Usman

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      Hi Adam,

      All those analysis tools are based on best-estimates, so aren’t very accurate (especially for low-traffic tools). Also, can the Paradot script be customized to poiint to another domain (i.e. bit.ly type service) instead of going to: http://pi.pardot.com/pd.js?

      If done like this, then it would be virtually impossible to estimate market size of such tools. I know a few vendors who explicitly point their scripts to domains that dont publicise their brand.

      Reply

      • Avatar

        Adam Blitzer

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        I don’t think obfuscation of the analytics tag happens all that often. I think a more limiting factor is companies having multiple domains which all get counted as sites (for example we have five different sites with our tracking code on it).

        You can’t take this stuff as the gospel but it’s still interesting. The proportions look pretty good to me, at least for the markets I track.

        Reply

  • Avatar

    Tewks

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    Zaki,

    Another well done piece. I think the aspect you focus on, around visitor tracking, is going to get more and more compelling. The automation aspects of all these tools is one thing, but the ability to pull together a consolidated view of a customer experience from across the digital, social, and in some cases offline interactions has immense potential for targeting and relevance.

    Disclosure: I’m an interested party of LoopFuse.com (one of the listed)

    P.S. Adam, I like the disclosure. Tastefully done. I will have to borrow!

    Reply

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