Report:
The Forrester Wave™: Digital Analytics Solutions, Q3 2025
How does Forrester define the Digital Analytics Solutions market in 2025?
The digital analytics market originated as web analytics to help leaders understand user behavior on owned websites. Today, its scope has expanded to include apps, broader digital performance analysis (UX friction, digital product adoption), and capabilities beyond digital analytics that overlap with voice of the customer (VoC). DASes are evolving to support holistic insights across the entire customer lifecycle from initial engagement through retention, enabling insight-driven decision-making through real-time data and actions that continuously optimize digital experience and support digital business strategies. No single vendor currently fully addresses all use cases, with most organizations adopting more than one DAS. Adobe and Google dominate the market but are insufficient alone for holistic monitoring.
Key Facts for The Forrester Wave™: Digital Analytics Solutions, Q3 2025 in 2025
- Publication Date: 07-Aug-2025
- Document ID: 855ddc02
- Summary: In our evaluation of digital analytics solutions (DASes) providers, we identified the most significant ones and researched, analyzed, and scored them. This report shows how each provider measures up and helps you select the right one for your needs.
- Authors: Chiara De Gasperin
How did the Digital Analytics Solutions market evolve in 2025?
- Digital analytics market has evolved from web analytics to include apps, UX friction analysis, and digital product adoption
- Solutions now overlap with voice of the customer (VoC) capabilities
- Vendors are expanding offerings to support the entire customer lifecycle from initial engagement through retention
- Goal is to enable insight-driven decision-making through real-time data and continuous digital experience optimization
- Adobe and Google dominate the market with historical presence and large user communities
- No single vendor currently fully addresses all use cases
- Most DASes now include branded generative AI (genAI) tools, though depth and breadth vary significantly
- Growing trend of vendors offering bidirectional data warehouse connections and data enrichment capabilities
- Organizations need to integrate various types of digital interaction data for comprehensive channel performance view
- Market shifting toward holistic analytics spanning UX/UI, digital experience monitoring, VoC, and product analytics
What product features are required to be included in this year's evaluation?
- A comprehensive DAS offering OOTB extensive DAS functionalities — across those listed in The Digital Analytics Solutions Landscape, Q2 2025 — to business users like CX pros, analytics pro, marketers, and digital product leaders
- Product revenue of at least $30 million from its DAS product in its last fiscal year
- Mindshare among Forrester's enterprise clients through inquiries, consulting projects, guidance sessions, advisories, case studies; alternatively, warranted inclusion because of technology, market presence, or client interest
What are the common features of top products in the Digital Analytics Solutions space?
No common features specified.
Scope Exclusions
- Vendors without comprehensive OOTB extensive DAS functionalities
- Vendors with product revenue below $30 million from DAS products
- Vendors lacking mindshare among Forrester's enterprise clients or warranted market presence
Inclusion Criteria
Vendors must, among other requirements:
- A comprehensive DAS offering OOTB extensive functionalities to business users like CX pros, analytics pros, marketers, and digital product leaders
- Product revenue of at least $30 million from DAS product in last fiscal year
- Mindshare among Forrester's enterprise clients through inquiries, consulting projects, guidance sessions, advisories, case studies, or warranted inclusion due to technology, market presence, or client interest
Offering Strengths — Relative Weighting
- Data collection — 5%
- Data model — 2%
- Data configuration and management — 4%
- Data privacy — 5%
- Data ingestion and export — 4%
- Data ownership — 5%
- Data sampling — 2%
- Devices and channels — 4%
- User stitching — 2%
- Mobile app deployment — 4%
- Data types — 2%
- Segmentation and metrics calculation — 2%
- Analysis for UX/UI performance — 5%
- Analysis for digital product performance — 5%
- Analysis for technical performance — 5%
- Analysis for marketing performance — 5%
- Other analysis — 5%
- Extended native functionalities — 2%
- Real-time analysis — 5%
- Predictive analysis — 5%
- Dashboarding — 3%
- Reporting and storytelling — 2%
- Alerting — 2%
- AI for insights generation — 2%
- AI for assistance — 3%
- Measurement — 2%
- Collaboration — 2%
- Solution experience — 2%
Strategy Strength — Relative Weighting
- Vision — 20%
- Innovation — 15%
- Roadmap — 15%
- Partner ecosystem — 15%
- Adoption — 10%
- Pricing flexibility and transparency — 10%
- Supporting services and offerings — 15%
FAQs
Q: What does this research cover?
A: This research evaluates 10 digital analytics solutions providers across current offering capabilities, strategy, and customer feedback. It covers vendors' abilities to support use cases including web and app analytics, UX/UI performance analysis, digital product adoption, marketing performance, technical analysis, and integration with broader enterprise data. The evaluation assesses features like data collection and modeling, real-time and predictive analytics, AI capabilities, dashboarding, and cross-channel analysis.
Q: Who should use this research?
A: DASes customers should use this research to inform purchase decisions by considering: 1) The need to adopt more than one DAS since no single vendor fully addresses all use cases, 2) Evaluating the breadth and depth of genAI features beyond just availability, and 3) Determining whether they need only digital interaction data or something broader that integrates with enterprise data sources. The research helps organizations select solutions aligned with their specific needs, whether focused on marketing, product analytics, UX/UI optimization, or technical performance monitoring.
Q: What are the mandatory features of vendors included in this market?
A: Vendors must offer a comprehensive DAS with out-of-the-box extensive functionalities to business users including CX pros, analytics pros, marketers, and digital product leaders. They must have product revenue of at least $30 million from their DAS product in their last fiscal year. They must demonstrate mindshare among Forrester's enterprise clients through inquiries, consulting projects, guidance sessions, advisories, or case studies, or warrant inclusion due to technology, market presence, or client interest.
Q: What are some reasons for not being included in this report?
A:
- Lack of comprehensive OOTB DAS functionalities across the categories listed in The Digital Analytics Solutions Landscape, Q2 2025
- Product revenue below $30 million from DAS product in last fiscal year
- Insufficient mindshare among Forrester's enterprise clients
- Lack of warranted inclusion based on technology, market presence, or client interest
Q: What should buyers consider when evaluating products in this market?
A:
- Adopting more than one DAS - no single vendor currently fully addresses all use cases; organizations need solutions leveraging qualitative data (session replays, customer feedback) in addition to Adobe/Google
- The breadth and depth — not just availability — of genAI features; evaluate whether tools offer only basic session summaries or more detailed, role-specific outputs with proactive and actionable recommendations
- Whether they only need digital interaction data, or something broader; choose solutions that meet requirements and align with strategic direction regarding data warehouse connections and data enrichment capabilities
Q: How has the Digital Analytics Solutions market evolved in 2025?
A:
- Evolution from web analytics to holistic analysis across the entire customer lifecycle
- Expansion beyond digital analytics to overlap with voice of the customer (VoC) capabilities
- Integration of various types of digital interaction data for comprehensive channel performance views
- Adoption of multiple DAS solutions rather than relying on a single vendor
- Increasing breadth and depth of generative AI (genAI) features across vendors
- Movement toward unifying diverse data sources including bidirectional data warehouse connections
- Shift from digital interaction data only to integration with broader enterprise data
- Focus on real-time data and actions for continuous digital experience optimization
- Growing importance of qualitative data through features like session replays and customer feedback
- Need for role-specific AI outputs tailored to product managers, marketers, and other personas
Q: What differentiates Strength of Offering vs. Strength of Strategy?
A: Strength of Offering (Current Offering) evaluates each vendor's position on the vertical axis, measuring the strength of their current product capabilities including data collection, analytics features, AI tools, and user experience. Strength of Strategy evaluates placement on the horizontal axis, measuring forward-looking elements such as the vendor's vision, innovation, roadmap, partner ecosystem, market adoption, pricing models, and support services.
Reference
- Forrester, The Forrester Wave™: Digital Analytics Solutions, Q3 2025, 07-Aug-2025, ID 855ddc02
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