The Analytics Stack Every Marketing Team Needs

You don’t need 15 tools. You need the right 4-5 working together. Here’s the stack that gives clarity without complexity.

Web Analytics: Umami or Plausible

Privacy-friendly, no cookie banners needed, lightweight. Get pageviews, referrers, and basic events without the bloat of GA4.

Attribution: Triple Whale or Segment

Multi-touch attribution that connects ad spend to revenue. Essential for understanding which channels actually drive conversions.

Dashboards: Looker Studio

Free, connects to everything, shareable. Build one dashboard per channel and one executive summary. Update weekly.

Heatmaps: Microsoft Clarity

Free session recordings and heatmaps. See where users click, scroll, and drop off. Essential for CRO.

Search: Google Search Console

Non-negotiable. Keyword rankings, indexing status, Core Web Vitals, and now AI Overview appearances. Check weekly.