Introduction
The Web Analytics Market was valued at USD 6.29 billion in 2024 and is projected to reach USD 25.09 billion by 2032, growing at a robust CAGR of 19.02% during the forecast period. Market growth is being driven by the rising need for personalized digital experiences, cloud adoption, and the proliferation of connected devices. Web analytics tools are now central to data-driven marketing, helping businesses optimize customer journeys, measure campaign effectiveness, and improve ROI. The emergence of AI, machine learning, and real-time analytics is enhancing insight accuracy, enabling smarter business decisions. Leading platforms like Google Analytics 4, which powers over 13 million websites, are also reshaping how organizations collect and act on user behaviour data.
Key Players
Major companies in the global web analytics market include:
- Google LLC
- Adobe Inc.
- Matomo.org
- Crazy Egg, Inc.
- Glassbox Ltd.
- Amplitude Inc.
- Mouseflow, Inc.
- Hotjar Ltd.
- Microsoft Corporation
- IBM Corporation
- Tableau Software LLC
- Splunk Inc.
- SAS Institute Inc.
These players focus on expanding capabilities in real-time analytics, predictive modelling, privacy-first tracking, and multi-channel performance insights.
Segmentation Insights
By Enterprise Type, large enterprises led the market in 2024 due to bigger digital footprints and analytics investments, while SMEs are growing fastest with increasing access to affordable cloud tools.
By Application, social media analytics held the largest share, while display advertising optimization is the fastest-growing segment.
By Vertical, retail & e-commerce dominated due to the demand for consumer behaviour insights, followed by IT & telecom as a high-growth vertical.
Cloud-based deployment continues to gain momentum, accounting for 64% market share in 2024 and expected to grow rapidly due to scalability and ease of integration.
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