Web Analytics Market - Growth, Trends, and Forecast (2019 - 2024)

The Web Analytics Market is Segmented by Application (Online Marketing, Marketing Automation, Mobile Analytics, Content Marketing), Service (Professional Service, Managed Service), End-user Vertical (Retail, Manufacturing, Healthcare), and Geography.

Market Snapshot

Study Period:


Base Year:


Fastest Growing Market:

Asia Pacific

Largest Market:

North America



Key Players:

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Market Overview

The web analytics market is expected to witness a CAGR of over 15.2% during the forecast period of 2019 - 2024. The web analytics market is expected to gain momentum from the steady rise in marketing automation and online shopping trends going across the world.

  • Web analytics is the analysis of managing and integrating a huge variety of data to understand the visitor's experience via online interaction in a data-driven business model.
  • Increasing awareness about the effective utilization of large chunks of unorganized random data and improved performance of web analytics solutions by different enterprises are expected to create many opportunities in the market.
  • The rising demand for web analytics has led to the invention of new technologies and solutions. The applications of web analytics help enterprises plan and publish relevant content on the website. They also create ads and launch marketing campaigns to target potential customers and convert them into buyers by gaining insight into their behavior and buying patterns.
  • However, data privacy is a concern that is seen as a major drawback to web analytic solutions. For instance, in November 2018, cryptocurrency exchange platform Gate.io was the target of hackers, who breached a widely used web analytics platform, Statcounter, to steal cryptocurrency from the exchange. This strengthened the point of data privacy concerns.

Scope of the Report

Web analytics is the process of analyzing the behavior of visitors to a website. By the usage of web analytics, the business is enabled to attract more visitors, retain or attract new customers for goods or services, or to increase the dollar amount each customer spends.

By Application
Online Marketing
Marketing Automation
Mobile Analytics
Content Marketing
Social Media Management
E-mail Marketing
Targeting and Behavioural Analysis
Display Advertising Optimization
Multichannel Campaign Analysis
By Service
Professional Services
Managed Services
By End-user Vertical
Information Technology
Banking, Financial Services, and Insurance
Transportation and Logistics
Other End-user Verticals
North America
Latin America
Middle East & Africa

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Key Market Trends

Retail (E-commerce) Sector to Dominate the Web Analytics Market

  • The retail market around the world is going through a drastic transformation from physical stores to online channels. With the increasing advancement of the internet and the freedom to access it from anywhere, brick-and-mortar stores have turned into a digital retailer.
  • This rapid digitization is urging retail giants, across the world, to reach out to mass audiences, in order to provide access to products and brands available worldwide. By giving such ease of accessibility to people, digitization enables the firms to attract new customers and take their game to a higher level.
  • The firms are adopting digital technology for the improvement of their marketing campaigns and augmenting it to their supply chain operations, in order to offer better success rates.
  • With the sales of retail (e-commerce) and increasing YoY reaching 461.58 billion in 2018, it is evident that the US market is increasing at a rapid rate. With the competition increasing in the industry, the firms need to adopt web analytics solutions to retain and attract new customers.

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North America to Lead the Market

  • North American web analytics market is growing rapidly, due to a constant rise in online shopping, marketing automation, along with the incremental shift toward online data-driven businesses in the region. The North American market is a leader in the digital industry and also holds the world’s largest e-commerce market.
  • Additionally, the higher usage of smartphones in this region is going to expand the demand for web analytics, as there has been a drastic increase in website traffic across the world and this region, owing to the increased usage of smartphones and other wearable devices.
  • Web analytics has also proven to be extremely productive in analyzing the geographical distribution of website traffic through social media tracking and ranking.
  • The North American region also consists of various web analytics solutions firms making the market highly competitive. The e-marketers are integrating web analytics into their business model to understand the trend of their respective markets.

To understand geography trends, Download Sample Report

Competitive Landscape

The market is mildly concentrated with the presence of many players working in national and international boundaries. The players are adopting strategies, like product innovation and mergers and acquisitions in the market to stay ahead of the competition. The major players in the market are Google, Microsoft Corporation, Facebook Inc., Adobe Systems, among others.

  • April 2018 - ComScore subscribed Paramount Pictures Corporation for the distribution software, Theatrical Distribution System (TDS), part of comScore’s Hollywood Software Suite of Solutions. Under this new agreement, it is expected to utilize the TDS service to manage all key elements of its domestic theatrical distribution business, including planning, negotiating, booking, and invoicing. 
  • January 2018 - Google Analytics and Salesforce were working together to connect sales, marketing, and advertising data, to provide a full view of what is working across the client’s ads, websites, emails, call centers, and more.

Major Players

  1. Google LLC
  2. Facebook Inc.
  3. Microsoft Inc.
  4. Adobe Systems Incorporated.
  5. SAS Institute

* Complete list of players covered available in the table of contents below


Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Introduction to Market Drivers and Restraints

    3. 4.3 Market Drivers

      1. 4.3.1 Increasing Demand for Online Shopping Trends

    4. 4.4 Market Restraints

      1. 4.4.1 Rigid Government Regulations and Data Privacy Regulations Compliance

    5. 4.5 Industry Attractiveness - Porter's Five Forces Analysis

      1. 4.5.1 Threat of New Entrants

      2. 4.5.2 Bargaining Power of Buyers/Consumers

      3. 4.5.3 Bargaining Power of Suppliers

      4. 4.5.4 Threat of Substitute Products

      5. 4.5.5 Intensity of Competitive Rivalry


    1. 5.1 By Application

      1. 5.1.1 Online Marketing

      2. 5.1.2 Marketing Automation

      3. 5.1.3 Mobile Analytics

      4. 5.1.4 Content Marketing

      5. 5.1.5 Social Media Management

      6. 5.1.6 E-mail Marketing

      7. 5.1.7 Targeting and Behavioural Analysis

      8. 5.1.8 Display Advertising Optimization

      9. 5.1.9 Multichannel Campaign Analysis

    2. 5.2 By Service

      1. 5.2.1 Professional Services

      2. 5.2.2 Managed Services

    3. 5.3 By End-user Vertical

      1. 5.3.1 Retail

      2. 5.3.2 Manufacturing

      3. 5.3.3 Information Technology

      4. 5.3.4 Banking, Financial Services, and Insurance

      5. 5.3.5 Healthcare

      6. 5.3.6 Transportation and Logistics

      7. 5.3.7 Other End-user Verticals

    4. 5.4 Geography

      1. 5.4.1 North America

      2. 5.4.2 Europe

      3. 5.4.3 Asia-Pacific

      4. 5.4.4 Latin America

      5. 5.4.5 Middle East & Africa


    1. 6.1 Company Profiles

      1. 6.1.1 Google LLC

      2. 6.1.2 IBM Corporation

      3. 6.1.3 Facebook Inc.

      4. 6.1.4 Webtrends Inc.

      5. 6.1.5 Adobe Systems Incorporated.

      6. 6.1.6 Yahoo! Inc. (Verizon)

      7. 6.1.7 Microsoft Inc.

      8. 6.1.8 comScore Inc.

      9. 6.1.9 Splunk Inc.

      10. 6.1.10 MicroStrategy Incorporated

      11. 6.1.11 Tableau Software

      12. 6.1.12 SAS Institute

      13. 6.1.13 Teradata Corporation

      14. 6.1.14 Applied Technologies Internet SA

      15. 6.1.15 Hootsuite Inc.

      16. 6.1.16 SimilarWeb Ltd

    2. *List Not Exhaustive


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