Procurement Market Intelligence Report

Website Analytics Software
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Website Analytics Software Global Overview

Definition

Summary

Website analytics software measures, collects, and reports internet data, which is used to understand user traffic behavior and improve websites. Typical buyers include commercial banks, IT consultants, and marketing firms.

This Report Includes:

  • Proprietary Website Analytics Software
  • Free Website Analytics Software

Not in this Report:

  • Mobile Web Analytics
  • Online Video Analytics
  • Website Correlation
  • Traffic Generation Models

Global Website Analytics Software Procurement Trends

Discover the top international trends affecting procurement in the global Website Analytics Software market.

Warning Trends


The European Union’s Artificial Intelligence (AI) Act enters into force

  • In August 2024, the European Union (EU) began enforcing its new regulation on artificial intelligence. Although EU legislation, the act will have a major effect on global technological companies operating in the AI space, similar to the General Data Protection regulation.
  • The legislation aims to apply a risk-based framework to AI regulation, meaning different AI applications will be treated differently. The law applies a general ban for “unacceptable” uses, such as social scoring and predictive policing.
  • For general-purpose AI models, companies will be required to comply with EU copyright law and intellectual property provisions, carry out regular testing, issue transparency disclosures, and implement adequate cybersecurity protections. For “high-risk” AI applications, such as autonomous vehicles, medical devices, financial services, and biometric identification systems, companies must meet stricter requirements in terms of risk-mitigation systems, documentation, human oversight, and cybersecurity.
  • Companies that breach the AI Act may face fines ranging from 7.5 million euros or 1.5% of global annual revenues to 35.0 million euros or 7.0% of global annual revenues, whichever amount is higher.
  • While the blanket ban on unacceptable systems entered into force in February 2025, most of the obligations do not take effect for a full year. In August 2025, requirements for general-purpose AI will come into effect, and in August 2026, obligations for high-risk AI systems will be enforced.

Neutral


GSA memo asks agencies to review consulting contracts

  • The General Services Administration (GSA) recently issued a memorandum asking government agencies to review their consulting contracts with the ten highest-paid firms. The ten firms are Accenture PLC (Accenture Federal Services), Booz Allen Hamilton Inc., CGI Group Inc. (CGI Federal), Deloitte Touche Tohmatsu (Deloitte Consulting), General Dynamics Corporation (General Dynamics IT), Guidehouse Inc., Huntington Ingalls Industries Inc. (HII Mission Technologies), International Business Machines Corporation (IBM), Leidos Holdings, Inc., and Science Applications International Corporation, Inc. (SAIC).
  • The memo states that agencies are strongly encouraged to cut non-essential consulting contracts, providing a list of those intended to be terminated by March 7, 2025. By April 19, 2025, agencies must submit their reviews of non-GSA consulting service contracts.
  • According to the GSA, the ten consulting firms identified are set to receive $65.0 billion in fees in 2025. The Department of Defense (DoD) has stated its intention to terminate or descope contracts non-essential to the DoD’s purposes; some of the largest market players with high-value DoD contracts include Booz Allen Hamilton, Deloitte, and Accenture.
  • According to the Government Accountability Office, in the fiscal year 2023, government agencies spent $478.0 billion on services, with the DoD accounting for $230.0 billion and non-defense agencies accounting for the rest. The DoD spent $21.3 billion on support, professional, and engineering and technical services, while non-defense agencies spent $21.4 billion on professional services, which includes consulting, training, and support services.
  • The Department of Veterans Affairs (VA) initially cancelled 875 contracts (amounting to around $2.0 billion) but has currently paused efforts. However, contract terminations across most agencies are expected to continue.

Positive Trends


The DOJ proposes Google breakup in latest tech antitrust action

  • In August, Google was found guilty of operating as a monopoly and engaging in anti-competitive practices through the operation of its search engine business.
  • In response to this ruling the Department of Justice (DOJ) has stated it will seek a breakup of Google’s business segments, among other similarly harsh penalties. While the actual penalty Google receives must be approved by the judge, the DOJ’s proposed penalties signal a zero-tolerance policy toward tech monopolies.
  • During the last few years, the Federal government has significantly increased its enforcement actions against major technology companies in an effort to contest the high level of market share concentration in this sector.
  • These actions include high-profile anti-trust lawsuits against Amazon, Apple, and Meta, in addition to the case against Google. Consequently, the results of these lawsuits could significantly affect the structure of a wide range of tech markets.

Global Website Analytics Software Market - Suppliers by Region

Country/Region Number of Suppliers
#1 Europe 495
#2 United States 380
#3 China 250

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  • Canada
  • United States
  • Mexico
  • Latin America
  • South America
  • India
  • China
  • Europe
  • Africa & Middle East
  • Australi & New Zealand
  • Oceania & Southeast Asia

2

Geography Drilldown - US

Average Cost of Website Analytics Software

United States

2026 Market Pricing
$0.00 to $XXX,XXX.XX
per year

Average Price

Prices in the Website Analytics Software market range from $0.00 to $XXX,XXX.XX, depending on Tracking, Reporting, Integration and Customer Support. For example, lower prices are associated with Tracking and measuring website traffic, whereas higher prices are associated with Tracking online marketing campaigns.

Need the scoop on international price trends?

Between our Europe and Canada collections, we provide price data for 350 markets so you can instantly compare prices across borders. Or, use our custom research services for intel on prices in any region across the globe.

Website Analytics Software Category Price Trends

Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Website Analytics Software market, prices in the US have grown 2.9% from 2022 to 2025. Subscribers can access price trend forecasts, price driver projections and forward-looking cost structure data. Learn more

United States (2022-2025)

2.9%
Compound Annual Growth Rate
United States (2025-2028)

Compound Annual Growth Rate

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Wondering where prices are heading?

Price trend forecasts are available to subscribers, along with price driver projections and forward-looking cost structure data.

Cost Analysis - Total Cost of Ownership for Website Analytics Software

Total cost of ownership is Low in the Website Analytics Software market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs. For example, unforeseen costs in the form of Downtime may raise the total cost of ownership unexpectedly.

Negotiated Before

Implementation

The primary expense that buyers encounter is the cost of implementing the software on their websites. This implementation typically carries labor costs, which are negotiated prior to contract finalization.

Billed During

Support

Depending on their needs, some buyers may purchase additional training or customer support services from providers to become familiar with the software’s tools and functions. However, the cost of this training and support is typically minimal.

Unforeseen

Downtime

Buyers should also consider the cost of potential downtime on their websites while the new software is set up. Depending on the duration of software installation, buyers should plan ahead with different methods of providing their service or notify their customers of downtime.

Buyer Power in Procurement Negotiations

In 2026, buyer power amounts to -1.7 in the United States. Buyer power is most positively impacted by Market Share Concentration. It is most negatively impacted by Average Vendor Risk. Subscribers can access details on eight other factors that impact buyer power. Learn more

United States

-1.7

Buyer power forecasts: your glimpse into the future

Develop strategies for the upcoming year and identify unforeseen opportunities for buying now

  • Actionable "Buy Now" and "Buy Later" insights
  • Near-real-time updates to current and forecast Buyer Power Scores
  • Methodology and weightings for Buyer Power Score Components

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Supply Chain Risk

The average level of supply chain risk is assessed as Medium, which has a negative impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:

1st

Tier Suppliers

  • Computer Peripheral Equipment Manufacturers
  • Intellectual Property Licensing Firms
  • Data Processing & Hosting Service Providers
  • Operating Systems & Productivity Software Publishers

2nd

Tier Suppliers

  • Semiconductor & Circuit Manufacturers
  • Law Firms
  • Wired Telecom Carriers
  • Software Publishers

Biggest Website Analytics Software Suppliers in the US by Revenue

The largest Website Analytics Software vendors by revenue in the US are Crazy Egg, Heap Inc. and Metrics Enterprises Inc. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more

Supplier Operational Size Headquarters Number of Employees Market Share (%) Market Share Performance (3yr trend) Total Revenue ($ million) Profit Level (%) Risk Level
Alphabet Inc. Global MOUNTAIN VIEW >10,000 25+
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Meta Platforms, Inc. Global MENLO PARK, CA >10,000 25+
International Business Machines Corporation Global ARMONK >10,000 5-10
Adobe Inc. Global SAN JOSE >10,000 5-10
Crazy Egg National La Mirada, CA 25-50 5-10
Heap Inc. Global San Francisco, CA 101-250 5-10
Salesforce.Com, Inc. Global SAN FRANCISCO >10,000 < 5
Sap Se Global WALLDORF >10,000 < 5
Metrics Enterprises Inc. Global San Francisco, CA 25-50 < 5

Looking for a list of suppliers by country?

Subscribers can access vendor information on Canadian and European suppliers, too. We also offer custom research services to help with vendor sourcing anywhere in the world.

Profit Analysis

The average profit margin across vendors in the Website Analytics Software market is 17.3% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Overhead. The cost trend for this component is rising, when considering movement between 2025 and 2026. To understand cost forecasts for 2027 and uncover the implications on profit, start your subscription. Learn more

Vendor & Supply Chain Analysis

Because website analytics software is in the late growth phase of its lifecycle, there is a relatively low vendor risk. New vendors are entering the market with cost-efficient software, but larger vendors still hold a competitive advantage because of the different products, services, and specializations they can offer clients.

Market share concentration is very high, with the top four providers accounting for more than 75.0% of total revenue. The high level of concentration in this market hinders buyer power because much of the market is dominated by only a small number of providers, thus, buyers often find that their choice of vendors is limited and are often at a disadvantage during negotiations.

Supply chain risk in this market is moderate, as technological suppliers are exhibiting moderate volatility in recent years due to total industry financial risk. The moderate volatility affects website analytics software prices due to the need for data processing providers and other technological needs that are exhibiting volatility currently.

The United States is a net importer of computers, meaning it imports more computers than it exports. While lower manufacturing costs abroad drive down prices for imported computers, relying on imports can lead to potential shortages or price increases if there are supply chain disruptions due to geopolitical tensions, trade disputes, or global crises.

Supplier Information

Alphabet Inc.

Alphabet Inc. is an Internet technology company offering various products, services, and solutions spanning computing, search, cloud, and online advertising technologies. It organizes its business into three segments: the Google Services Segment, which includes ads, Android, Chrome, hardware (including Fitbit,... Subscribe to learn more

Meta Platforms, Inc.

Meta Platforms, Inc. is a public company operating globally in the information sector. The company's offerings include website analytics software and online advertising. Founded in 2004, the company is currently headquartered in MENLO PARK, California, United States of America with an estimated 75842 employees.... Subscribe to learn more

Adobe Inc.

Adobe Inc. is a public company operating globally in the information sector. The company's offerings include website analytics software, sales & marketing software, graphics & photo imaging software, video editing software, web content management software. Founded in 1982, the company is currently headquartered... Subscribe to learn more

Crazy Egg

Crazy Egg is a private company operating nationally in the information sector. The company's offerings include website analytics software. Founded in 2005, the company is currently headquartered in La Mirada, California, United States of America with an estimated 37 employees. Subscribe to learn more

Heap Inc.

Heap Inc. is a private company operating globally in the information sector. The company's offerings include website analytics software. Founded in 2012, the company is currently headquartered in San Francisco, California, United States of America with an estimated 175 employees. Subscribe to learn more

International Business Machines Corporation

International Business Machines Corporation (IBM) is a global integrated computer technology, hardware, software, and services provider. It organizes its business into four segments: Software segment, which provides software solutions for a hybrid cloud platform, data and artificial intelligence, automation,... Subscribe to learn more

Metrics Enterprises Inc.

Metrics Enterprises Inc. is a private company operating globally in the information sector. The company's offerings include website analytics software. Founded in 2008, the company is currently headquartered in San Francisco, California, United States of America with an estimated 37 employees. Subscribe to learn more

Salesforce.Com, Inc.

Salesforce.Com, Inc. is a public company operating globally in the information and administration, business support and waste management services sectors. The company's offerings include e-mail marketing software, help desk & call center software, website analytics software, sales & marketing software, grants... Subscribe to learn more

Sap Se

Sap Se is a public company operating globally in the information, professional, scientific & technical services and educational services sectors. The company's offerings include warehouse management systems, travel management software, recruitment software, order tracking software, contract management software.... Subscribe to learn more

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Procurement Management KPIs for the Website Analytics Software Market

Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Average Resolution Time and Customer Satisfaction (CSAT). Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Data Availability and other factors.

KPI Level of Importance (1-5) Measurements Key Considerations
Average Resolution Time

Number of resolved tickets

Total resolution time

The average resolution time refers to the time frame in which the software supplier is able to address and resolve a buyer’s question, problem or concern.

The average resolution time can be used to determine a company’s support responsiveness.

Customer Satisfaction (CSAT)

Number of positive customer responses

Number of customer responses

Overall customer satisfaction is indicative of how cooperative and sympathetic companies are to customer needs.

Positive customer satisfaction shows that the companies care for successful usage rates with their website analytics software products.

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Questions to Ask During Procurement Negotiations

How can I gain leverage during negotiations?

Experience and Expertise

How experienced is the staff assigned to my project?

What qualifications do your staff members have and what measures do you take to keep those qualifications up to date?

Customer Service

What is the size of your typical customer?

Does size determine how an account is managed?

Competition

How do you attract new clients and retain existing ones?

As a large company, how do you compete with the emergence of smaller players in the market?

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Website Analytics Software RFP Guidelines

What should my RFP include?

Organizational Overview

Buyers should describe their organizations, including the size and location(s) of their operations.

Buyers should disclose whether they are currently using any website analytics software and, if so, why they wish to change providers.

Statement Of Need

Buyers should indicate what features they require the website analytics software to have.

Buyers should describe any expectations they may have regarding implementation.

Project Budget

Buyers should disclose the value of the contract, if available.

Buyers should indicate whether they have any expectations regarding payment, be it frequency or method.

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  • Cost structure benchmarks and analysis
  • Supply chain and vendors
  • Global supplier breakdown
  • Market share concentration
  • Regulation and business requirements
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