Ad tracking software: seven options compared by entry plan, limits and fit

What ad tracking software records that one ad platform cannot

Ad tracking software records each ad click and ties it to the lead or sale that follows, across every platform you advertise on, in one report. The reporting inside Google Ads or Meta Ads Manager covers only that platform's own ads.

The platform tools work by tag and cookie. Google's help pages describe a Google tag on your site that recognizes a cookie set at the ad click and records a conversion. Meta's Pixel does the same job for Meta ads. An independent tracker labels every ad URL with parameters such as UTMs, records the click itself, and matches it to a conversion from your site, your checkout or an affiliate network. Several also send that conversion back to the ad platforms.

Seven ad tracking options and their entry plans

Where a vendor's page shows more than one billing basis, the basis is named. The first row costs nothing.

When Google Analytics 4 and platform reporting are enough

If you advertise on one platform and sell on your own website, start with what you already have. The platform's tag reports conversions for its ads, and Google Analytics 4 adds a view across channels once you put utm_source, utm_medium and utm_campaign on your links.

The limits are documented. A standard Analytics property keeps event data for 2 or 14 months, and its attribution reports offer three models: data-driven, paid and organic last click, and Google paid channels last click. A tag also only works on pages where you can install it, so neither tool records a sale on someone else's checkout, such as an affiliate network's order page. ClickMagick vs GA4 covers that comparison.

Where ClickMagick fits among ad trackers, and where it does not

ClickMagick fits a solo advertiser or small team that runs ads on more than one platform to its own pages and wants one report, plus conversion data sent back to the platforms. Starter includes that Conversions API feature, automatic ad cost updates and a 14-day free trial.

The plan limits decide the real price. Starter covers 10,000 tracked visitors and 1 ad account per platform. Standard, at $199 per month on monthly billing, covers 100,000 tracked visitors and 5 ad accounts per platform. Take a site with 40,000 visitors a month: ClickMagick needs Standard at $199, Improvely's Startup plan covers 50,000 visits for $79, and AnyTrack Starter covers 100,000 sessions for $100, each per month on monthly billing. Visitors, visits and sessions are not counted identically, but at that volume ClickMagick is the most expensive of the three. The ClickMagick plan comparison sets out each limit.

It does not fit a media buyer who needs traffic distribution rules at a million or more events a month. Voluum lists rule-based traffic distribution and up to 1,000,000 events on its entry plan, and RedTrack lists 2 million. ClickMagick vs Voluum covers that trade-off.

Which ad tracking software to choose by buyer type

• One ad platform and your own website: the platform's tag plus Google Analytics 4. No paid tool.
• Several traffic sources and a small budget: Improvely Freelancer at $29 per month.
• Paid social and search to your own pages, with conversions sent back to the platforms: ClickMagick Starter at $79 per month on monthly billing, up to 10,000 tracked visitors. Above that, compare AnyTrack Starter at $100 per month billed monthly.
• Affiliate offers and high click volume: RedTrack Builder (2 million events, $79 per month billed monthly) or Voluum Profit (up to 1,000,000 events, $119 per month billed annually; set that against ClickMagick Starter's $66 per month on yearly billing, not its $79 monthly figure). See the affiliate link tracker comparison.
• A business that wants the vendor to handle setup, priced by revenue: Hyros. Check current price.

Prices were read on 3 October 2026 and can change.