Website teams have a diverse array of analytics tools at their disposal to gain insights into user behavior, ranging from basic analytics like Google Analytics, which focuses on standard metrics such as page views and bounce rates, to more specialized tools that offer deeper insights. Basic analytics often work with tag managers like Google Tag Manager to streamline tracking. Recently, there has been a rise in specialized services, including Customer Data Platforms (CDPs) like Segment and Rudderstack, which centralize data and improve page performance by replacing multiple trackers with a single one; product analytics tools such as Heap, Amplitude, and Mixpanel, which provide detailed user segmentation and advanced analyses; and session recording tools like FullStory and Hotjar, which offer qualitative data through visualizations like heatmaps and scrollmaps. These specialized tools cater to different teams, such as demand generation, design, UX, and support, aiming to enhance user experience and optimize conversion.