Ads and analytics
Best ads and analytics tools for small business
Tools for running ads and measuring what's working, picked by someone who manages Meta, Google and TikTok ads and GA4 for real businesses.
Tools I'm reviewing
Reviews in progress
I'm testing tools in this category right now. My first reviews will appear here as soon as they're done.
How to choose an ads or analytics tool
- Start with the free tools. GA4 and the ad platforms’ own reporting cover a lot. Pay for a tool only when it fixes a gap you can name.
- Be sceptical of attribution claims. Some tools credit themselves with every sale. Check their numbers against your own orders before you trust them.
- Watch for spend-based pricing. Many ad tools charge a percentage of ad spend, so the bill grows as you scale.
- Make sure you can get your data out. Exports or a Looker Studio connection matter more than a pretty dashboard.
- Check privacy and consent support. The tool should respect cookie consent and data rules such as POPIA and GDPR.
Want to know how I judge each tool? See how I test software.