What moved this quarter

Product analytics moved from dashboarding toward AI-mediated decision and action layers, while vendors hardened packaging and repositioned around suites, CX, attribution, or privacy to defend differentiated buyer value.

• Agents replace dashboards — AI shifted from query helpers into embedded analyst and action workflows. Userpilot, Pendo, Contentsquare, Optimizely, and Mitzu promoted agents, MCP access, natural-language analysis, or in-app fixes. Buyers should care because analytics differentiation is moving from reporting depth to who can compress diagnosis-to-action fastest.
• Entry packaging tightens — Several vendors made pricing less open or more monetized. Countly removed its free tier and raised Flex entry pricing, Optimizely removed a free tier, Fathom added site-pack charges, while Simple Analytics and Piwik reduced visible pricing cues. This changes comparison-shopping friction and entry-level competitive pressure.
• Analytics folds into CX — Product analytics is being absorbed into broader experience and journey narratives. Adobe folded standalone product analytics into Adobe Analytics/CX Analytics, FullStory pushed Platform framing, Heap emphasized Contentsquare combinations, and Glassbox contrasted integrated experience intelligence with standalone analytics. This pressures specialists to prove standalone value.

The signals on the board

Only lanes with tracked evidence for Q2 2026 are emphasized. No filler lanes just to make the page look busy.

• Product and capability — Public-web product and capability signals found in the Product Analytics Tools category for Q2 2026.
• Integrations and APIs — Public-web integrations and apis signals found in the Product Analytics Tools category for Q2 2026.
• Pricing and packaging — Public-web pricing and packaging signals found in the Product Analytics Tools category for Q2 2026.
• Security, compliance and access — Public-web security, compliance and access signals found in the Product Analytics Tools category for Q2 2026.
• Messaging and positioning — Public-web messaging and positioning signals found in the Product Analytics Tools category for Q2 2026.
• Market and language support — Public-web market and language support signals found in the Product Analytics Tools category for Q2 2026.
• Campaigns and commercial programs — Public-web campaigns and commercial programs signals found in the Product Analytics Tools category for Q2 2026.

Company updates for Q2 2026

Changed companies get evidence-backed cards. Quiet companies stay visible so the category file does not accidentally become a highlights reel.

• Userpilot — userpilot.com
  • Product and capability: Userpilot added Agent Analytics to measure AI agent performance, usage, activation, and ROI.
  • Product and capability: Userpilot added Workflows product.
  • Product and capability: Userpilot Graduated Email from beta to general availability.
• Usermaven — usermaven.com
  • Product and capability: Usermaven added Multi-touch Attribution and shifted its tagline from privacy-friendly analytics toward marketing attribution.
• Adobe Analytics — business.adobe.com
  • Product and capability: Adobe Analytics Link to dedicated UK site with regional content and resources added at top of page.
  • Product and capability: Adobe Analytics replaced Adobe Product Analytics with a suite of products including Customer Journey Analytics, Customer Journey Analytics B2B Edition, Web & Mobile Analytics, Content Analytics, and Marketing Campaign Analytics.
• Mitzu — mitzu.io
  • Integrations and APIs: Mitzu Page redesigned from generic benefits to specific capability modules: funnel, retention, segmentation, real-time, and warehouse integration.
  • Product and capability: Mitzu added AI Agents for natural-language analytics, automated anomaly detection, follow-up analysis, and warehouse-native insights.
  • Product and capability: Mitzu removed Self-Hosting from data deployment and infrastructure options.
• Optimizely — optimizely.com
  • Pricing and packaging: Optimizely removed a free pricing tier, reducing visible entry-level access for connector evaluation.
  • Product and capability: Optimizely added a pre-built AI agent library and repositioned analytics around self-serve, role-based insights without SQL or setup.
  • Product and capability: Optimizely introduced Agentic CMS, Agentic Experimentation, and Agent Platform.
• Countly — countly.com
  • Pricing and packaging: Countly eliminated the Flex free tier, raised entry pricing to $175/month, added a trial, and emphasized pay-per-MAU packaging.
  • Pricing and packaging: Countly Flex plan now lets users choose their hosting region.
  • Security, compliance and access: Countly strengthened enterprise packaging with a zero-vendor-access data guarantee plus bundled dedicated CSM support and onboarding.
• Fathom — usefathom.com
  • Pricing and packaging: Fathom Extra sites priced at $10/month per 50-site pack. Plans include minimum 50 sites, with more in higher tiers.
  • Product and capability: Fathom added an "Add filters" control to the dashboard.
  • Product and capability: Fathom added 'Saved Views' feature.
• Google Firebase — firebase.google.com
  • Product and capability: Google Firebase Shortened "Firebase AI Logic client SDKs" label to "Firebase AI Logic" in Build menus.
  • Product and capability: Firebase removed Genkit and Firebase Studio from multiple Build, Analytics, product-listing, and navigation surfaces, signaling product directory simplification.
• Kubit — kubit.ai
  • Integrations and APIs: Kubit added MCP Server integrations, clarifying ecosystem fit for buyers evaluating workflow coverage.
  • Security, compliance and access: Kubit introduced a Trust Center portal for security and compliance governance.
  • Product and capability: Kubit added AI Analyst feature.
• Matomo — matomo.org
  • Pricing and packaging: Matomo removed SLA guarantees from the VIP plan features comparison table.
  • Messaging and positioning: Matomo introduced messaging that frames the product as open source, ethics-governed, and insight-powered.
• Microsoft Clarity — clarity.microsoft.com
  • Integrations and APIs: Microsoft Clarity added MCP integrations, clarifying ecosystem fit for buyers evaluating workflow coverage.
  • Product and capability: Microsoft Clarity added Brand agents to guide shoppers using real-time behavioral signals.
  • Product and capability: Microsoft Clarity Mobile SDK dropped support for Ionic and Cordova frameworks.
• Piwik — piwik.pro
  • Pricing and packaging: Piwik removed a pricing calculator that had exposed a €35/month estimate for 25,000 monthly actions on one domain.
  • Pricing and packaging: Piwik removed visible homepage pricing or plan details, reducing self-serve pricing clarity for buyers comparing packages.
  • Market and language support: Piwik shifted solutions toward regulated industry verticals including banking, energy, and government, while adding an AI-ready data category.
• Plausible — plausible.io
  • Pricing and packaging: Plausible added user journeys as a listed Business plan feature alongside goals and funnels.
  • Integrations and APIs: Plausible replaced integrations ecosystem section with built-in bot filtering as core platform benefit.
  • Product and capability: Plausible separated ChatGPT, Perplexity, and Gemini referrals into an AI Assistants channel, framing them as high-intent evaluators.
• PostHog — posthog.com
  • Product and capability: PostHog elevated Integrated Data Warehouse to a primary product-deck slide and navigation category.
• Logrocket — logrocket.com
  • Product and capability: LogRocket launched Product Analytics with funnels, paths, cohorts, retention, dashboards, autocapture, definitions, export, alerting, and AI funnel insights.
• Uxcam — uxcam.com
  • Pricing and packaging: Uxcam Bottom CTA shifted to product-led growth offer, emphasizing 14-day free trial without credit card.
  • Product and capability: UXCam centered Tara AI as its AI Analyst and shifted menus toward qualitative UX analytics, session replay, and heatmaps over quantitative features.
  • Product and capability: Uxcam added Spanish and Portuguese language support with dedicated regional site options.
• Mixpanel — mixpanel.com
  • Integrations and APIs: Mixpanel added MCP and Mixpanel MCP integrations, clarifying ecosystem fit for buyers evaluating workflow coverage.
  • Product and capability: Mixpanel Partner directory added Whirr, Databox, Mailchimp, Snowflake, Statsig and removed RiseAI, CallRail, Productboard, Braze, Segment, Marketo.
  • Product and capability: Mixpanel added 'Select Language' dropdown preselected to English in main navigation.
• FullStory — fullstory.com
  • Integrations and APIs: FullStory added MCP integrations, clarifying ecosystem fit for buyers evaluating workflow coverage.
  • Product and capability: FullStory added Heatmaps to platform product list.
  • Product and capability: FullStory replaced Workflow Efficiency with Workflow Intelligence in workforce product lineup.
• Pendo — pendo.io
  • Security, compliance and access: Pendo rewrote Enterprise trust section replacing generic statement with specific compliance and performance details.
  • Pricing and packaging: Pendo removed visible homepage pricing or plan details, reducing self-serve pricing clarity for buyers comparing packages.
  • Product and capability: Pendo added explicit EU data residency support via Google Cloud Platform infrastructure.
• Quantum Metric — quantummetric.com
  • Product and capability: Quantum Metric added Voice of Customer capability linking feedback to behavior.
  • Campaigns and commercial programs: Quantum Metric highlighted 2025 enterprise expansion and 2026 agentic AI plans through its latest-news and press-release updates.
• Glassbox — glassbox.com
  • Product and capability: Glassbox added Accessibility and Rapid Response capabilities and stated product analytics data is retained for 13 months.
  • Messaging and positioning: Glassbox repositioned product analytics as part of integrated experience intelligence, contrasting it with standalone product analytics.
• Contentsquare — contentsquare.com
  • Product and capability: Contentsquare built an AI & Agents suite with LLM Intelligence, MCP, Conversation Intelligence, and analytics for ChatGPT apps and LLM traffic.
• Amplitude — amplitude.com
  • Product and capability: Amplitude launched Zoning Insights, overlaying performance and revenue metrics directly on webpages for web analytics and feature-management use cases.
  • Product and capability: Amplitude added eight new website languages including Japanese, Korean, Spanish, Portuguese, French, and German.
  • Product and capability: Amplitude removed Warehouse-native Amplitude from the Data menu.
• Kissmetrics — kissmetrics.io
  • Integrations and APIs: Kissmetrics added a Workflows module with REST API, 30-plus integrations, and CRM/warehouse data import-export connectivity.
  • Product and capability: Kissmetrics added Populations module for user segmentation and dynamic cohorts.
  • Product and capability: Kissmetrics removed Know Your Revenue, Detail Customer Activity, and Advanced BI Reporting modules.
• Simple Analytics — simpleanalytics.com
  • Pricing and packaging: Simple Analytics removed visible homepage pricing or plan details, reducing self-serve pricing clarity for buyers comparing packages.
  • Product and capability: Simple Analytics added white-label partner solution for agencies and resellers.
  • Product and capability: Simple Analytics removed iPhone mobile app, including home-screen widgets, visit blocking, and real-time spike alerts.
• Heap — heap.io
  • Pricing and packaging: Heap added section: 'Build better products, faster,' describing automatic user interaction capture and customer experience improvements before demo CTA.
  • Integrations and APIs: Heap Outcomes section replaced with new team-centric section detailing how product, analytics, marketing, growth, and UX teams use the platform.
  • Messaging and positioning: Heap updated its product analytics story around 2026 benchmark data, end-to-end journey insights, Contentsquare combinations, Sense AI, and automatic capture.

No material public-web move found

These competitors were included in the quarterly sweep, but no material public-web moves showed up during the window.

• Gainsight — gainsight.com
• Marketingplatform — marketingplatform.google.com
• Cloudflare — cloudflare.com
• Woopra — woopra.com
• Hotjar — hotjar.com
• Telemetrydeck — telemetrydeck.com
• Statsig — statsig.com

Prior quarter files

This is the first generated quarterly file for this category.

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