10 best event tracking tools [+ discover the best for auto-captured events]

Event tracking tools are essential for businesses looking to understand user behavior beyond basic traffic metrics. These tools capture specific interactions—like button clicks, form submissions, and video plays—providing valuable insights that help optimize user experience and drive growth. By tracking key actions, businesses can identify trends, streamline customer journeys, and boost conversions.

Selecting the right event tracking tool can make the difference between guessing what users want and making data-driven decisions that improve engagement. This guide explores the 10 best event tracking tools available, their features, and how to choose the ideal solution for your business needs. Let’s get started!

What is event tracking?

Event tracking is the process of monitoring and recording specific user interactions on a website, mobile app, or digital platform. Unlike basic analytics that focuses on overall traffic and page views, event tracking dives deeper, capturing individual actions users take during their journey. This can include button clicks, video plays, form submissions, downloads, or any custom-defined actions.

By tracking events, businesses can gather granular data beyond basic page views, allowing them to optimize user experiences, improve marketing strategies, and make data-driven decisions.

How do event tracking tools work?

Event tracking tools embed snippets of code (often JavaScript) into a website or app. When a predefined action occurs, the tool logs the event and sends the data to an analytics dashboard. This process can often be automated, reducing manual tagging and making the system more efficient.

Modern tools like Usermaven can perform auto-capture event tracking, automatically identifying key events without requiring manual configuration. This simplifies setup and ensures comprehensive data collection.

Common types of events tracked

Event tracking tools allow you to monitor a wide range of user interactions. Below are the most commonly tracked events, why they matter, and how they can drive better insights for your business.

• Clicks
• Form submissions
• Page views
• Video engagement
• Scroll depth
• E-commerce interactions
• Downloads
• Mouse movement and heatmaps

Key SaaS product usage events to track

In SaaS products, user actions within the platform reveal feature adoption, engagement, and churn risks. Monitoring these events helps enhance the user experience and grow retention.

Examples:

• Feature interactions – Creating reports, using dashboards, or applying filters
• Onboarding steps – Account creation, profile setup, and first-time use
• Plan changes – Upgrades, downgrades, and cancellations
• In-app guides – Tooltip clicks, product tours, and tutorials
• Settings updates – Changing passwords or updating preferences
• API usage – Connecting third-party apps or using integrations
• Session activity – Tracking active users and session length
• Churn signals – Inactivity, payment failures, or downgrades

Why it matters:

• Boost feature adoption – See which features drive value for users.
• Prevent churn – Identify disengaged users and re-engage them early.
• Optimize onboarding – Spot drop-off points during the onboarding process.
• Drive upgrades – Recognize behaviors that indicate readiness for higher-tier plans.

Key features of event tracking software

Choose event tracking software that automates data collection, eliminating the need for manual tracking. Focus on tools offering real-time insights, customizable dashboards, and seamless integration with existing platforms. Robust reporting features help businesses track user behavior, improve conversion rates, and optimize user experiences. 

Here are some of the key features of an event tracking tool.

1. Real-time event tracking

Real-time event tracking captures user interactions instantly, allowing teams to respond to trends and issues as they happen. This feature highlights drop-off points, such as broken links or checkout errors, enabling quick fixes. It also tracks live engagement during campaigns, helping businesses adapt strategies in real time to maximize results.

2. Auto-capture events

Auto-capture event tracking logs user interactions automatically, eliminating manual tagging. It tracks actions like clicks, form submissions, and page scrolls without extra coding, ensuring no data gaps. This feature speeds up setup, provides comprehensive insights, and reduces developer reliance, allowing teams to focus on optimizing user experience and boosting conversions.

3. Custom event creation

Custom event creation allows businesses to track user actions unique to their platform, such as video plays, downloads, or tool usage. This feature provides granular insights into engagement, adoption, and conversions by capturing interactions aligned with business goals. It enhances personalization, improves user experience, and drives data-informed decisions.

4. Goal and conversion tracking

Goal and conversion tracking measures key user actions like purchases or sign-ups, revealing how effectively platforms drive outcomes. It identifies friction points in user journeys, enabling optimization. Tracking micro and macro goals enhances engagement at every stage, boosting conversions and campaign ROI through actionable insights and user segmentation.

5. User segmentation for event analysis

User segmentation divides users into distinct groups based on behaviors, demographics, and interactions. It reveals trends, personalizes experiences, and highlights optimization opportunities. Segmentation enhances targeting by addressing the specific needs of user groups, improving conversions, and driving retention through tailored experiences and marketing strategies.

6. Event-based data visualization

Event-based data visualization simplifies complex data by presenting it through graphs, charts, and heatmaps. This feature helps teams quickly identify user behavior patterns, track engagement, and optimize funnels. Visual dashboards improve collaboration by making insights accessible across departments, driving faster, data-informed decisions that enhance user experience and performance.

7. Custom dashboards for event metrics

Custom dashboards centralize key event data, allowing teams to track relevant metrics without sifting through unnecessary reports. Businesses can tailor dashboards for different departments, providing marketing, product, and sales teams with insights specific to their goals. This improves collaboration, enables real-time monitoring, and facilitates long-term performance analysis to drive growth.

9. Multi-channel event tracking

Multi-channel event tracking records user interactions across websites, mobile apps, and desktops, creating a unified view of the customer journey. It ensures seamless cross-platform experiences, identifies friction points, and enhances personalization by capturing transitions between devices. This drives engagement, improves user experience, and boosts conversions through complete, accurate data.

10. Event-triggered alerts

Event-triggered alerts notify businesses when users take or abandon key actions, enabling real-time responses to engagement, errors, and churn risks. Alerts for conversions, abandoned carts, or errors help teams re-engage users and resolve issues quickly. This feature enhances collaboration and optimizes the user journey to boost conversions and retention.

11. Custom reporting on tracked events

Custom reporting generates tailored insights into user behavior, event performance, and engagement patterns. It enables teams to track relevant KPIs, export data, and compare events to optimize strategies. By focusing on specific metrics, businesses can refine user experiences, improve product features, and drive growth through data-driven decisions.

12. Integration with other tools

Integrating event tracking tools with CRMs, email platforms, and support software centralizes data, automates workflows, and enhances user insights. This streamlines reporting improves personalization, and aligns teams across marketing, sales, and support. Seamless integration boosts efficiency, drives growth, and ensures consistent user experiences across platforms.

Also read: Event-based web analytics: Everything you need to know

Top 10 best event tracking tools in the market

Selecting the best event tracking tool provides insights into user behavior, improving engagement, retention, and conversions. The top tools offer auto-capture, advanced customization, and seamless integrations. They help businesses refine user experiences, optimize funnels, and drive growth by highlighting pain points and opportunities in real time.

Here’s a curated list of the top 10 event tracking tools, starting with Usermaven, a platform that stands out for its simplicity, automation, and depth of insights.

1. Usermaven

Usermaven offers a comprehensive website and product event tracking solution designed to simplify analytics and provide actionable insights without the complexity of traditional tools. Usermaven automates data collection through auto-capture technology and offers an intuitive, no-code interface that simplifies the tracking process.

By leveraging AI-powered insights, Usermaven not only tracks user interactions but also identifies patterns, predicts behavior, and recommends optimizations that drive engagement and conversions. Whether you’re tracking website engagement, product feature adoption, or marketing funnel performance, Usermaven provides a seamless, comprehensive solution that scales with your business needs.

Key features:

• Auto-capture tracking – Automatically logs user interactions (e.g., clicks, form submissions) without manual event tagging or developer input. This ensures no crucial data point is missed.
• Custom event tracking – Define and track specific actions or unique events tailored to your business objectives, offering complete flexibility in data collection.
• Funnel and path analysis – Gain full visibility into user journeys, highlighting drop-offs and conversion points to optimize pathways and improve retention.
• User segmentation and cohort analysis – Group users by behaviors, demographics, or engagement levels to unlock deeper insights and personalize experiences.
• Real-time analytics – Access live data to make on-the-spot decisions, monitor campaigns, and track user activity as it happens.
• AI-driven insights and recommendations – Usermaven’s AI algorithms analyze behavioral data to surface patterns, predict drop-off risks, and suggest data-backed optimizations to improve conversions and engagement.
• Behavioral trends analysis – Visualize user interactions, allowing for data-driven optimizations that enhance product usability and site engagement.
• Retention and engagement metrics – Track user stickiness and monitor recurring behavior to assess long-term product adoption and loyalty.
• Simple, intuitive dashboard – Enjoy a clutter-free, easy-to-navigate dashboard that presents key metrics clearly, empowering teams to focus on analysis, not data wrangling.
• Privacy-focused tracking – Usermaven ensures GDPR compliance and privacy-first tracking, allowing businesses to collect data ethically and responsibly.

Also read: Mastering customer segmentation analysis [tips and techniques]

Why choose Usermaven as your preferred event tracking tool?

Usermaven bridges the gap between powerful analytics and simplicity, making event tracking accessible to teams of all sizes—from lean startups to large enterprises. Unlike tools that require constant developer involvement, Usermaven’s no-code event tracking and auto-capture features drastically reduce setup time, allowing non-technical users to extract valuable insights immediately.

Usermaven takes accuracy and reliability a step further with pixel white-labeling, ensuring that tracking data bypasses ad blockers and reflects true user behavior. By using your custom domain for tracking, Usermaven guarantees more complete analytics, giving businesses an edge in optimizing their conversion strategies.

• Ease of use: Usermaven’s intuitive design allows teams to track and analyze user behavior without technical expertise, freeing up development resources for higher-priority tasks.
• Enhanced data accuracy: Pixel white-labeling ensures that ad blockers don’t interfere with tracking, capturing more accurate visitor data and delivering trustworthy insights.
• AI-driven growth: By predicting trends and offering recommendations, Usermaven helps businesses stay ahead of potential issues and seize new opportunities.
• First-party trust and branding: Custom domains for analytics foster trust with visitors, reinforcing your brand and improving data privacy compliance.
• Comprehensive yet lightweight: While Usermaven offers advanced analytics and tracking, its streamlined interface ensures users aren’t overwhelmed by unnecessary complexity.
• Scalable and cost-effective: Usermaven’s flexible pricing scales with your business growth, providing value for teams at every stage.

Also read: How to track events in Usermaven: A comprehensive guide

2. Userpilot

Userpilot specializes in tracking user interactions for product adoption and user onboarding. It focuses heavily on in-app guidance and engagement tracking, making it ideal for SaaS businesses looking to enhance feature adoption.

Key features:

• In-app event tracking and user engagement analytics.
• No-code tools for product tours and onboarding flows.
• Feature adoption tracking.

Pricing:
Starts at $249/month, scaling based on the number of Monthly Active Users (MAU).

3. UserGuiding

UserGuiding is known for its ability to track and guide users through product tours and interactive walkthroughs. It helps teams improve onboarding and boost retention by monitoring how users interact with tutorials and in-app messages.

Key features:

• Interactive onboarding flows and guides.
• User engagement and activity tracking.
• Behavioral segmentation for personalized experiences.

Pricing:
Starts at $89/month for small teams, with enterprise plans available.

Also read: Top 10 conversion funnel optimization strategies for 2025

4. Mixpanel

Mixpanel is a data powerhouse that offers deep event tracking and advanced analytics for digital products. It excels in tracking user actions, providing detailed funnel analysis, and segmenting users by behavior.

Key features:

• Custom event tracking with retroactive capabilities.
• Detailed cohort analysis and retention tracking.
• Advanced segmentation and funnel visualization.

Pricing:
Free tier available, with paid plans starting at $20/month.

5. Amplitude

Amplitude is a popular analytics platform geared toward product intelligence. It offers robust tools for tracking user interactions and gaining insights into how users engage with product features.

Key features:

• Real-time event tracking.
• Cohort analysis and behavioral segmentation.
• Advanced funnel reporting and engagement tracking.

Pricing:
Free plan available; Growth plans start at $49/month.

6. Hotjar

Hotjar focuses on visualizing user behavior through heatmaps, session recordings, and surveys. It complements traditional event tracking by offering insights into how users navigate and experience websites.

Key features:

• Heatmaps and session recordings.
• In-depth feedback tools (polls, surveys).
• Funnel tracking and form analysis.

Pricing:
Free plan available; Business plans start at $39/month.

7. Segment

Segment, part of the Twilio ecosystem, is a customer data platform (CDP) that aggregates user event data across platforms. It allows businesses to collect, unify, and distribute data to various tools.

Key features:

• Event data collection from multiple sources.
• Real-time customer data unification.
• Supports 300+ integrations.

Pricing:
Free for basic use; paid plans start at $120/month.

8. Google Analytics 4 (GA4)

Google Analytics 4 is a free, widely used tool that tracks website and app events. While GA4’s event tracking capabilities require setup, it remains a go-to platform for comprehensive web analytics.

Key features:

• Event-based tracking model.
• Cross-platform tracking (web and app).
• Built-in machine learning for predictive insights.

Pricing:
Free for standard use.

9. Pendo

Pendo combines event tracking with product adoption and in-app messaging features. It focuses heavily on improving product engagement through tracking, analytics, and user feedback.

Key features:

• Event tracking across SaaS platforms.
• In-app messaging and feedback collection.
• Product experience analytics.

Pricing:
Custom pricing based on business size and needs.

10. FullStory

FullStory specializes in session replay and behavioral tracking to uncover friction points and improve user experiences. It tracks detailed event data to provide a comprehensive view of user interactions.

Key features:

• Session replays and heatmaps.
• Event tracking for error detection.
• Funnel analysis and user journey tracking.

Pricing:
Custom pricing is available upon request.

Best practices for effective event tracking

Effective event tracking goes beyond collecting data – capturing the right insights to drive growth and optimize user experiences. Here are some best practices to ensure your event tracking delivers maximum value:

1. Focus on key business goals

• Identify critical events that align with your objectives (e.g., sign-ups, purchases, or feature activations).
• Prioritize high-impact actions that indicate user engagement or conversions.
• Start by tracking a few essential events, then expand as needed.

👉 Ask: What actions lead to growth or churn?

Also read: 15 digital marketing metrics and KPIs to track in 2025

2. Ensure data accuracy

• Regularly test and validate events using live view tools to confirm they fire correctly.
• Keep tracking scripts up to date to avoid missing interactions.
• Eliminate duplicate or irrelevant events to keep data clean.

👉 Accurate data leads to better decisions.

Also read: Dealing with different types of data discrepancy

3. Monitor and review data consistently

• Schedule routine checks to ensure events are being captured as expected.
• Use dashboards and pinned events to keep an eye on critical metrics.
• Regularly review funnel drop-offs and adjust touchpoints to improve performance.

4. Leverage insights to drive growth

• Use event data to refine user journeys and optimize conversion paths.
• Segment users based on behavior and tailor marketing or onboarding strategies.
• Identify underperforming areas and adjust features or content accordingly.

👉 Turn insights into action by enhancing areas where users drop off or hesitate.

5. Keep teams aligned

• Share key metrics and dashboards with marketing, product, and sales teams.
• Ensure everyone understands how tracked events relate to overall growth objectives.

Bottom line: Event tracking tools

Event tracking is essential for understanding user behavior, optimizing experiences, and driving business growth. By capturing and analyzing critical interactions, businesses can make data-driven decisions that improve conversions, enhance product engagement, and boost retention.

In this blog, we explored:

• The importance of event tracking and how it benefits businesses.
• Key features to look for in event tracking tools.
• Top tools in the market and how Usermaven stands out with its simplicity, auto-capture capabilities, and AI-driven insights.
• Best practices to ensure accurate, actionable event tracking that aligns with business goals.

Implementing a tool like Usermaven simplifies the entire process, offering intuitive tracking, powerful analytics, and actionable insights—all without the need for complex configurations. Whether you’re a growing startup or an established enterprise, Usermaven helps you stay ahead by providing real-time, reliable data to guide your decisions.

FAQs about event tracking tools

What are event tracking tools?

Event tracking tools monitor and log specific user interactions on a website or app, such as clicks, form submissions, and downloads. Event tracking tools work by capturing these actions in real time, allowing businesses to analyze user behavior and optimize their platforms.

Can event tracking tools track offline interactions?

Most event-tracking tools are designed for digital environments, but some tools can track offline interactions by integrating with CRM platforms or POS systems. Tracking offline events often involves uploading data manually or using specialized integrations.

How do event tracking tools differ from traditional web analytics?

Event tracking tools focus on specific user actions (events), while traditional analytics emphasize overall traffic, session data, and page views. Event tracking gives a deeper understanding of user behavior beyond general statistics.

Is there a limit to how many events I can track?

Event tracking tools often allow unlimited event tracking, but some platforms impose limits based on pricing tiers or data volume. Understanding event limits is crucial to avoid missing important insights as your business scales.

How long does it take to see results from event tracking?

Event tracking results can be immediate, but valuable insights typically emerge after monitoring user behavior over a few weeks. Patterns, funnel performance, and engagement trends become clearer with continuous tracking.

Can event tracking software monitor multi-step user journeys?

Yes, most tools provide funnel tracking and path analysis to map multi-step journeys, revealing where users drop off or complete processes. This helps businesses refine user flows and improve conversions.

How do I decide which events are most important to track?

To decide which events to track, align them with your business goals. Focus on conversion-related actions like sign-ups, purchases, and feature usage that drive growth.

Can I track competitor websites with event tracking tools?

Event tracking tools cannot directly track competitor websites, but they can analyze user engagement on your platform to benchmark performance against industry standards.

How does event tracking support A/B testing?

Event tracking tools provide data on user behavior during A/B tests, allowing businesses to see how different versions perform. Tracking event data ensures you measure the right actions to make informed decisions.