Google Analytics (GA4)
- What it is
- Acquisition and journey measurement
- Why it fits
- The baseline for campaign-to-site reporting across devices and channels.
- Watch for
- Define events and conversions; website data alone does not solve B2B attribution.
Analytics & Optimisation
Analytics & Optimisation tools measure what drives qualified pipeline and show where people get stuck.
Start with these three
PostHog
- What it is
- Product funnels and experiments
- Why it fits
- Connects acquisition to activation with analytics, replay, flags and experiments.
- Watch for
- Needs engineering ownership of instrumentation and masking.
Microsoft Clarity
- What it is
- Behavioural friction diagnosis
- Why it fits
- Session recordings and heatmaps that show where pages and forms cause trouble.
- Watch for
- Configure masking and consent; observations are hypotheses.
Chosen for fit and workflow coverage from official product pages. No paid placements. How we choose
Also compare
Around the tools
Questions
What do analytics and optimisation tools do?
They measure how visitors arrive, what they do and where they drop off, and support experiments that test improvements against agreed definitions.
Which analytics tools does wayhatch highlight?
Google Analytics (GA4), PostHog and Microsoft Clarity, for small and midsize B2B teams. Dreamdata and Wingify (VWO + AB Tasty) are comparisons. Editorial research selections, not test results.
How should a team compare them?
Agree event definitions first, instrument the same journey in each tool and compare the numbers for one month before trusting either.