Digital analytics is no longer just about tracking clicks and page views — it’s about unlocking the full story behind customer behaviors. The new evaluation, The Forrester Wave™: Digital Analytics Solutions, Q3 2025, highlights the evolution of the digital analytics solutions (DASes) market. It has expanded beyond its origins in web analytics to address broader use cases, such as digital product adoption, user-experience friction analysis, and voice of the customer. Over the past five months, we’ve analyzed the top players to help organizations navigate this fast-changing landscape and find the right fit for their digital business goals.
This Forrester Wave dives into 10 top vendors: Acoustic, Adobe, Amplitude, Contentsquare, Fullstory, Glassbox, Google, Mixpanel, Pendo, and Quantum Metric. It evaluates them based on questionnaires, strategy briefings, demos, and customer interviews. With 30 criteria for current offering and seven for strategy, it’s a comprehensive look at who’s leading the pack. Curious about the full breakdown? You can read the full report here.
So what exactly are digital analytics solutions? They’re tools that help businesses collect, analyze, and visualize data from digital channels such as websites and mobile apps. The goal? To uncover insights that improve product usage, design, marketing effectiveness, and overall digital performance.
A Turning Point In Digital Analytics Solutions
As organizations increasingly seek holistic views of customer behaviors across the customer lifecycle, DAS vendors are evolving their offerings to interaction data across digital channels and other enterprise systems.
This shift has led to the following key market trends that we outlined in this Forrester Wave:
Holistic Insights Require Multiple ToolsWhile DAS platforms are becoming more comprehensive, no single vendor fully addresses all use cases. Adobe and Google dominate the market due to their historical presence and large user base, but organizations seeking deeper behavioral insights need additional solutions that provide qualitative data, such as session replays and customer feedback. The best approach often involves adopting multiple DAS tools.
Generative AI Is Here — But Depth MattersGenerative AI is rapidly becoming a staple in digital analytics, with vendors in this evaluation offering branded AI tools, but the breadth and depth of those capabilities vary significantly. Leading vendors provide tailored insights for specific roles — such as product managers or marketers — along with actionable recommendations, while others offer basic features such as AI assistants. Choosing a solution with robust AI capabilities is crucial for optimizing analytics workflows.
Data Integration Is Key To Actionable InsightsDigital interaction data alone is no longer sufficient for organizations seeking deeper insights into customer behaviors. Vendors are responding by integrating DAS capabilities with enterprise systems, enabling cross-channel analysis, data enrichment, and bidirectional connections to data warehouses. This trend empowers organizations to unify diverse data sources, manipulate data flexibly, and derive actionable insights that align with strategic goals.
For a deeper look into the market, Forrester clients can read the full evaluation: The Forrester Wave™: Digital Analytics Solutions, Q3 2025. Check out the results for all 10 vendors, including the specific criteria that differentiated them and why. If you have any questions about the changes happening in the digital analytics solutions market, book an inquiry or guidance session with me.
