Tools For Analyzing Website Performance

I used to run 2-3 separate tools just to get a decent technical SEO audit. One for Core Web Vitals. One for structured data. Another for crawl issues and site health. Then we’d piece it all together manually. Time-consuming, fragmented, and honestly, easy to miss what actually matters. So I test-drove SE Ranking’s Website Audit, and it immediately clicked. Here’s what changed: • Before: We spent 30–45 min compiling multiple audits per client site. • After: One click. Full audit. Prioritized issues. Clear fixes. It flagged orphan pages, missing alt text, JavaScript errors and gave a standalone Core Web Vitals section. No need to run PageSpeed separately. But the standout? It surfaces structured data issues in plain English. No more digging through code or guessing why something broke. For anyone leading SEO at an agency or scaling internal audits across a bunch of domains: This tool replaces the old patchwork setup and cuts reporting time by more than half.

As a director of e-commerce, I tried growing without the right marketing tools. It did not go well. At first, I thought I could make it work. Google Analytics for user behavior tracking. Meta Ads Manager for attribution. Google Tag Manager for A/B testing. A scrappy growth stack. Cheap. Efficient. Genius. It failed. GA4 made tracking impossible. Meta and Google both swore they drove 100% of our revenue. GTM required a developer for the smallest experiment ever. I spent more time debugging than actually growing the business. That’s when I realized: You can’t grow what you can’t see. Without the right data, every decision is a guess. So we stopped piecing things together and built a marketing stack that actually gives us reliable insights. Here’s what actually moved the needle: Heap | by Contentsquare: user analytics, heatmaps & session recordingsGA4 is a disaster. Heap auto-tracks user behavior, so we can see where revenue is leaking and fix it, fast. Crazy Egg: user surveys. Data only tells you what’s happening. Surveys tell you why. We use Crazy Egg to collect real feedback on why customers don’t buy. Zoom→ customer interviews. LTV comes from repeat buyers. We talk to our best customers every month to understand what keeps them coming back. Optimizely→ A/B testing & personalization. Most teams “experiment” without real insights. Optimizely helps us run controlled tests that impact conversion rates, AOV, and retention. Triple Whale: attribution & performance insights. Ad platforms take credit for every sale. TripleWhale gives us a real source of truth for attribution, so we can optimize smarter. Segment: customer data platform (CDP)Your data is fragmented across tools. A CDP makes sure every marketing channel has clean, consistent tracking. SendGrid: automated and marketing emailsBetter deliverability = higher retention and more repeat purchases. SendGrid makes it easy to iterate and improve. Most e-commerce teams don’t fail because of bad ideas. They fail because they can’t see what’s actually happening. If you don’t have the right insights, how can you optimize RPV and LTV? How do you ever know what experiment to run? E-commerce teams, what’s in your growth stack? What’s missing? Let me know if there is a tool you think is better.

Technical SEO Tip: You can use Screaming Frog + the PageSpeed Insights API to audit your site's performance data at scale. Here's the process: One of the features that I feel isn't talked about enough in Screaming Frog is their "API" integration functionality. With API integrations, you can connect Screaming Frog to a lot of external tools. This includes GA4, Search Console, PageSpeed Insights and even LLMs like OpenAI and Gemini. This gives you incredible powerful to use Screaming Frog to blend your crawl data with third party sources. One super useful review I've found myself doing over the years is using the PageSpeed Insights API to quickly review a site's performance data: 1. Open up Screaming Frog 2. Navigate to Configuration > API Access > PageSpeed Insights 3. In the "Account Information" tab - connect your PageSpeed Insights API key. Click the link in Screaming Frog and click "Get A Key" to create a new project. You'll get the API key here. 4. Copy/paste the API key in the "Secret Key" field 5. In the "Metrics" tab, configure the metrics you want to scrape into Screaming Frog. You can scrape in a TON of data such as Core Web Vitals, PSI recommendations, page elements breakdowns and more. 6. Click "OK" and start your crawl on Spider mode 7. In the "PageSpeed tab", you'll be able to see your performance data. This is super useful when you want to analyze your performance data across the entire site quickly. You won't need to manually plug URLs into PageSpeed Insights. Instead, you'll have Screaming Frog do the work for you. Also super useful for analyzing and comparing competitor performance data.