Choosing the right marketing analytics software in 2026 is critical for SMEs looking to track campaign performance, improve ROI, and scale effectively across digital channels. With rising multi-channel complexity, from search and social to email, paid ads, and apps, modern tools provide a clear view of what drives results.
This guide explores eight top platforms that help businesses monitor campaigns, simplify reporting, and make confident budget decisions based on real data.
What Marketing Analytics Software Is and How It Supports SME Growth
Marketing analytics software brings campaign data from search, social, email, paid ads, and websites into one place so teams can see what drives results. According to TechSci Research, the global marketing analytics software market reached about USD 5.64 billion in 2024 and is projected to grow beyond USD 11.8 billion by 2030.
This growth reflects the growing importance of performance tracking for modern businesses. In Singapore, IMDA reports that 95.1% of SMEs now use at least one digital tool, showing strong readiness for analytics-driven decision-making. The shift towards multi-channel marketing across Singapore and Southeast Asia means SMEs need clearer visibility on which campaigns are working and how customers behave across touchpoints.
Key ways marketing analytics software supports SME growth:
- Tracks cross-channel performance in one place
- Reduces manual spreadsheet reporting
- Highlights best-performing campaigns and audiences
- Shows customer journeys and conversion paths
- Guides budget decisions with factual evidence
This foundation helps SMEs select the right tools to monitor performance, optimise spend, and scale confidently.
1. Google Analytics 4 (GA4)
Google Analytics 4 is the most widely used analytics platform globally and gives SMEs a reliable, free way to track website and app behaviour. According to industry usage datasets, GA4 is deployed on more than 14 million websites, and Google Analytics overall appears on over 38 million websites. GA4 uses an event-based model, which helps businesses analyse user journeys, conversion paths, and traffic sources more accurately. For SMEs in Singapore and Southeast Asia, GA4 remains the most accessible baseline for performance tracking without additional licence fees.
Pricing and Key Benefit
GA4’s standard version is free and suitable for most SMEs. GA4 360 is designed for enterprises that need higher data limits, unsampled reports, and enhanced support.
| Plan | Price | What It Includes |
| Standard (Free) | USD 0 | Event tracking, funnels, GA4 reporting suite, Google Ads integration |
| GA4 360 | ~USD 50,000/year and up | Higher event limits, unsampled data, SLAs, and advanced integrations |
2. Supermetrics
Supermetrics is a data pipeline platform that moves marketing data from Google Ads, Meta, LinkedIn, TikTok, and other sources into spreadsheets, BI tools, and data warehouses. It is widely used by agencies and mid-size businesses that want to automate reporting. More than 17,000 customers worldwide use its connectors. For SMEs, Supermetrics is especially useful when reporting already happens in Google Sheets, Excel, BigQuery, or Looker Studio.
Pricing and Key Benefit
Supermetrics pricing depends on the destination (Sheets, Excel, Looker Studio, BigQuery, etc.) and the number of connectors.
| Plan | Price | What It Includes |
| Single Connector for Sheets | from ~USD 39/month | One data source, automated refreshes |
| Essential | from ~USD 99/month | Multiple connectors, scheduled transfers |
| Core | from ~USD 199/month | More destinations, unlimited refreshes |
| Super | Custom | Warehousing, enterprise governance, SLAs |
(Prices vary by region and billing cycle.)
3. Whatagraph
Whatagraph is a multi-channel reporting platform used by marketing teams and agencies that want visually clean dashboards. It connects to GA4, Google Ads, Meta, LinkedIn, and email systems, then automates regular performance reports. The platform serves thousands of teams globally and offers both free and paid tiers. For SMEs, it simplifies monthly reporting and provides stakeholder-friendly dashboards without requiring BI skills.
Pricing and Key Benefit
Whatagraph pricing scales by the number of data source credits and reporting needs.
| Plan | Price | What It Includes |
| Free | EUR 0 | Limited source credits, basic dashboards |
| Start | ~EUR 199/month (annual) | Automation, standard integrations |
| Boost | ~EUR 499/month (annual) | More source credits, team features |
| Max | Custom | 100+ sources, premium integrations, enterprise features |
4. Tableau
Tableau is a business intelligence and data visualisation platform widely used for executive reporting. It connects with spreadsheets, databases, cloud warehouses, and marketing systems to create centralised dashboards. For SMEs with multiple teams or regional reporting needs, Tableau helps combine marketing data with sales and financial metrics. It is ideal for businesses that want deeper insight beyond campaign-level KPIs.
Pricing and Key Benefit
Tableau pricing is based on user roles.
| Plan | Price | What It Includes |
| Creator | USD 75/user/month | Full dashboard creation, data prep, and publishing |
| Explorer | USD 42/user/month | Edit existing dashboards, use ask-data features |
| Viewer | USD 15/user/month | Read-only dashboard access |
5. Matomo
Matomo is a privacy-focused analytics platform often used as an alternative to Google Analytics. It offers heatmaps, funnels, conversions, and campaign tracking, with the option to self-host for full data ownership. SMEs that serve regulated industries or European clients often choose Matomo for its compliance benefits.
Pricing and Key Benefit
Matomo offers self-hosted and cloud plans.
| Plan | Price | What It Includes |
| Self-Hosted | Free | Full platform, hosted by the user, full data ownership |
| Matomo Cloud (Basic Traffic) | from ~USD 23/month | Hosting, heatmaps, funnels, support |
| Higher-Traffic Cloud | Scales with pageviews | More data limits, additional features |
6. Semrush
Semrush is a leading SEO and competitive analysis platform used by more than one million marketers worldwide. It helps SMEs track keyword rankings, competitor visibility, backlinks, and search performance. Beyond SEO, Semrush also supports content planning, PPC monitoring, and social insights. For businesses in Singapore and SEA, it is particularly valuable for understanding how competitors in the region rank and where opportunities exist.
Pricing and Key Benefit
Semrush pricing is transparent and plan-based.
| Plan | Price | What It Includes |
| Pro | USD 139.95/month | Core SEO tools, keyword research, projects |
| Guru | USD 249.95/month | Content tools, historical data, and extended limits |
| Business | USD 499.95/month | Enterprise limits, Share of Voice, API access |
7. Mixpanel
Mixpanel is a product and behavioural analytics platform used by thousands of technology companies and SMEs. It focuses on funnels, retention, user paths, and cohort analysis. More than 29,000 companies use the platform globally. For SMEs with apps or subscription models, Mixpanel connects campaign traffic with deeper product engagement and revenue insights.
Pricing and Key Benefit
Mixpanel uses event-based pricing.
| Plan | Price | What It Includes |
| Free | USD 0 | Up to 1M monthly events, core reports |
| Growth | Usage-based | First 1M events included, then ~USD 0.28 per 1k events |
| Enterprise | Custom | Permissions, SSO, advanced governance |
8. Zoho Analytics
Zoho Analytics is a cloud BI platform used by millions of users worldwide. The platform supports more than 75 million reports and dashboards created globally. It integrates with Zoho CRM, Google Ads, Meta, spreadsheets, and databases, making it accessible to SMEs seeking unified reporting. It is also one of the most affordable BI tools in the market.
Pricing and Key Benefit
Zoho Analytics offers simple tiered pricing.
| Plan | Price | What It Includes |
| Free Plan | USD 0 | 2 users, 10,000 rows, limited data sources |
| Basic | from USD 25/month | 2 users, 500,000 rows, standard connectors |
| Standard | from USD 50/month | More users, row limits, and collaboration tools |
| Premium | from USD 125/month | Advanced BI features, more connectors |
| Enterprise | from USD 495/month | 50 users, 50M+ rows, enterprise governance |
Conclusion
Marketing analytics software has become essential for SMEs competing in multi-channel environments. Real-time data shows the global analytics market is expanding rapidly, and adoption in Singapore is almost universal. The eight tools in this guide offer a strong mix of reporting, behavioural analytics, SEO intelligence, and business intelligence.
The best approach is to start with a small, clear stack: GA4 for baseline tracking, one reporting tool like Whatagraph or Zoho Analytics, and an optional specialist tool such as Semrush or Mixpanel, depending on the business model. With the right setup, teams can make faster decisions, improve ROI, and scale campaigns with confidence.
Marketing analytics provides the foundation for measuring performance and understanding outcomes across channels. For teams that require deeper insights, AI data analysis tools offer an additional layer by identifying patterns, forecasting trends, and surfacing insights that are difficult to detect through traditional analytics alone.
