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SEM rush, SimilarWeb , GA,
I am just not used to GA4 yet— and yeah, so far it’s not my favorite update
GA
Hotjar seriously changed things for me. You get to SEE what users are doing on your site at an individual level. They also have a heatmap tool that's pretty useful.
Hubspot
Ahrefs, SEMrush, GA, GSC
How would you rate Ahref vs SEMrush
Whatagraph. My company started me on this software in the last 6 months and I really enjoy both its simplicity and aesthetics.
Tableau
Whatagraph for reporting
Another vote for Whatagraph.
I prefer Tableau personally, more fun ways to report and showcase the data