What the Kissmetrics tool is and how to use it – WAU

Kissmetrics is a user analysis and monitoring platform that stands out among the main solutions in the market for delivering very specific reports. While more general services like Crazy Egg and Google Analytics focus on visits to pages, Kissmetrics allows you to monitor the individual behavior of each user.

Have you ever imagined to follow, step by step, the journey of your website users, do tests and even compare the behavior of these people in detail? This is the proposal of Kissmetrics, a tool that has come to refine web monitoring.

Digital Marketing has brought a number of advantages for entrepreneurs of all sizes and sectors, but there is one that is really transforming the way of thinking about business: detailed knowledge about the public.

As prestigious as marketing automation services, behavior analysis tools are enabling communication professionals and entrepreneurs to approach their audience in a way never seen before.

Kissmetrics is one of them and in this post you will get to know her in detail. Keep up with us!

After all, what is Kissmetrics?

On the market since 2008, Kissmetrics is another SaaS company founded by the prestigious Neil Patel and his brother-in-law Hiten Shah, a duo that boasts other successful ventures in the world of internet marketing, such as Crazy Egg and Hello Bar.

The company was born from a bold proposal: its investors wanted to create the “next big success in the market”, a tool capable of competing with established weight names, such as the Google Analytics.

Currently, the development and improvement of the platform is under the responsibility of the company Space Pencil, but its Content Marketing is led by Neil Patel, who acquired the official website in 2017. That is why, when trying to access the website or blog from Kissmetrics, you are redirected to Neil’s website.

The organization continues to evolve around the world and stands out for being a relatively sophisticated solution when placed alongside its main competitors. In London, it is still little known, but it already draws the attention of many professionals and companies looking for more specific behavior analysis.

What are the main features of Kissmetrics?

In short, Kissmetrics’s proposal is to create a kind of “heat map”To specifically identify where people are clicking.

This allows us to discover the different paths taken by the audience of a website and provide adjustments that lead more users to the conversion. Understand this and other functions of the tool below.

Events and trails

Among all its features, it is the monitoring by “events” and “trails” that often draws the most attention. In the tool, you can configure events on your website such as “clicked on the contact button”, “clicked on the buy button”, “clicked on the cancel button” etc.

Then, we create tracks from the activation of these events. For example, the track “user acquired the service” is completed when the user goes through the following events:

  1. “Clicked on the content link x”;
  2. “Clicked on the button know our plans”;
  3. “Clicked on the buy button”;
  4. “Clicked the confirm button”.

In the same way, we could create a track for the event “user gave up on purchase”. In this case, the path taken could be the same, however, without the activation of the last event, which would make it clear that the user has given up confirming the purchase. We would then have only:

  1. “Clicked on the content link x”;
  2. “Clicked on the button know our plans”;
  3. “Clicked on the buy button”.

This function is also very useful for understanding and decreasing cart abandonment rates in e-commerce, but it doesn’t stop there.

The tool also allows you to compare the performance of different conversion journeys and even track your users’ steps in real time, monitoring the events that are happening and providing adjustments instantly.

User engagement

Still regarding trails and events, another interesting option is the “Engage” function. There, you can schedule a response to a specific event.

If a visitor activates the event “clicked on the button know our plans”, continuing the previous example, it is possible to configure the automatic opening of the service chat, a dialog box with frequently asked questions and other functions.

Data segmentation

Kissmetrics is also able to collect very specific data from visitors, such as location, browser used and version, default language, screen resolution and more. You can also segment this information at any time.

A / B test reports

Kissmetrics does not offer an internal A / B testing feature, but it is possible to test manually by varying its settings and content. The good news is that it allows you to import data generated on other platforms, such as Google Analytics, and generate high quality reports.

The service works with several variables to define an email or a winning landing page, for example. This helps to make your tests much more reliable and more easily differentiate those that are really significant from those that need a little more time to be properly analyzed.

Behavior-based email triggering

Another interesting function of Kissmetrics that deserves to be highlighted is the triggering of emails based on the users’ behavior. After pre-configuring messages for different stages of the customer journey, it is possible to manage the trigger according to the activity of each person on the site.

In addition to using this feature to rescue dispersed users and dropouts – retargeting and remarketing, respectively -, note that it is possible to imagine countless ways to work on engaging your audience by personalizing messages and suggestions according to the pages and content accessed by different segments of the court hearing.

What are your differences from Google Analytics?

Companies that manage virtual stores and SaaS products are the ones that will notice the most advantages at Kissmetrics in relation to Google Analytics, as it is these businesses that most need to be concerned with the user experience and their interactions within the platforms, since everything happens inside them.

The basic difference between the two services is that the Google tool is focused on the general study of traffic and its main parameter is the SEO requirements of your search engine.

Kissmetrics, in turn, is dedicated to the behavioral analysis of users, that is, the way they browse pages and make decisions within them. We will understand this better now.

User monitoring

Google Analytics allows you to track people’s behavior, but this is a type of setup that requires advanced knowledge. Kissmetrics, on the other hand, in addition to giving a greater focus to the single user, also allows everything to be adjusted and put into practice easily.


The reports generated by Kissmetrics are very efficient and help the marketer to better understand the reasons for unusual spikes and lows.

By checking user activity from events, it becomes much easier to identify not only the pages that are causing variations in the graphics, but also to understand the profile of the users who are visiting them.

Traffic analysis

When it comes to traffic analysis, however, the Google tool is unbeatable, although its reports are somewhat broad for businesses that work with very specific audiences.

With it it is possible to set goals, analyze visitor data, measure the performance of seasonal campaigns and even integrate this data with corporate systems through APIs.


The other major clear advantage of the market leader, of course, is the price. While the robust Google Analytics service package is free, Kissmetrics is a paid tool and is certainly not among the cheapest.

Even so, your resources can make all the difference for companies that need more accurate marketing analysis and reporting. It is, without a doubt, an investment that deserves to be considered as a website or platform grows in your area.

Should I only use Kissmetrics in my strategy?

Note that, although they operate in the same market segment, one tool does not dispense with the use of the other. Their proposals and many of their features are different, but they are all equally capable of enriching the data of others.

The most recommended, therefore, is that the two services be used in a complementary way: Google Analytics will report what’s happening on your site and Kissmetrics will show you who’s doing it and when.

We are living in the era of Marketing 4.0 and, if there is a characteristic in this period that deserves to be highlighted, it is the fact that the market feeds on changes.

Not only the economy, companies and products are evolving rapidly, but also the consumer, who witnesses and leads all these transformations every day.

In this sense, the best way to keep a company in line with the changes that happen in its market is to closely monitor the behavior of the public, and that is exactly what Kissmetrics does for the business.

Do you want to further improve your marketing strategy? Then continue on our blog and understand what SEO Split Testing is and how to use A / B tests to rank better!