Analytics Tools

Best for: Enterprise teams needing shareable, live dashboards

Tableau is the market-leading data visualisation platform used by product and data teams to build interactive dashboards from virtually any data source. Its drag-and-drop interface makes it possible to surface trends and anomalies in product KPIs without writing SQL. Tableau connects to data warehouses, flat files, and live APIs, making it the go-to choice for organisations that need to democratise data across business stakeholders.

Best for: Teams already using Google Analytics or BigQuery

Looker Studio (formerly Google Data Studio) is a free business intelligence tool that lets product managers build live, shareable dashboards by connecting directly to Google Analytics, BigQuery, Google Sheets, and over 800 other data sources. Unlike heavier BI tools, Looker Studio requires no engineering support for basic reporting and is a practical default for teams already in the Google Workspace ecosystem. Reports update in real time and can be embedded in docs or shared via link.

Best for: Product teams wanting deep behavioural analytics

Mixpanel is an event-based product analytics platform built specifically for understanding how users move through your product. Where Google Analytics focuses on pageviews, Mixpanel tracks discrete user actions — button clicks, feature usage, conversion steps — and lets you segment by any user property. Its funnel, retention, and flow reports are industry-standard tools for identifying drop-off points and validating the impact of new features. A generous free tier makes it accessible to early-stage products.

Best for: Any product team needing baseline web & app analytics

Google Analytics 4 (GA4) is the world's most widely deployed web and app analytics platform, used by product managers to track traffic acquisition, on-site behaviour, and conversion goals. GA4's event-based model replaces the session-based Universal Analytics, enabling cross-platform tracking across web and mobile in a single property. Built-in machine learning surfaces predictive audiences and anomaly detection. For most teams, GA4 is the baseline analytics layer on top of which more specialised tools are added.

Best for: Optimising landing pages and conversion flows

Crazy Egg is a behavioural analytics tool that shows product managers exactly how visitors interact with individual pages through heatmaps, scroll maps, and session recordings. Its Confetti report breaks down clicks by traffic source, device, and referral so you can isolate which audience segments engage with specific elements. Crazy Egg also includes a built-in A/B testing editor, letting teams run conversion experiments without developer support. It's particularly valuable during landing page optimisation and onboarding flow reviews.