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Content Marketing ROI Matters: Comparing Analytics Tools Databox & WhatConverts

Line graph depicting website traffic metrics.
Photo by Stephen Phillips - Unsplash

No magic marketing tactic will bring customers to your business to make revenue soar. The path to customer conversion takes strategic planning using an omnichannel approach because customers will buy your products and services based on the quality of the content you provide over time that convinces them you have the solutions or products they want or need.

The same is true for choosing a digital marketing analytics platform to help your business grow.

Digital marketing analytics software offers essential business insights about what information is driving your buyers to select your product or service. For that reason, nearly every email provider, social media channel or website CMS offers embedded analytics tools. But it’s time-consuming to check analytics across social, email, and online advertising platforms. All-in-one platforms that offer comprehensive marketing-to-sales funnel analytics tools are a great solution, but many cost in the hundreds of dollars per month.

If you’re looking for more cost-effective ways to measure your company’s content marketing ROI in a single dashboard, two popular software applications are worthy of exploring. In this blog, I compare Databox and WhatConverts. Both companies are affordable for small to medium businesses that want to measure omnichannel marketing campaigns against key performance indicators (KPIs) to help exceed revenue goals.


Data Integration: Databox is a robust analytics tool with over 50 integrations, ranging from content management systems (CMS) for websites, such as Wix and Squarespace, to customer relationship management software, such as Pipedrive and HubSpot CRM.

The other upside is that Databox has seamless integration with no third-party connector, like Zapier.

User-friendly: Databox also has powerful data visualization tools that allow you to create visualizations that are easy to understand in multiple dashboard configurations. And, they have an app to check KPIs on the go.

Real-time updates: You also will see real-time data updates so you know what KPIs are on target and which ones need to be re-evaluated.


Pricing: Databox offers pricing tiers that don’t allow for its latest AI innovation—recommendations for optimizing marketing channels based on your KPIs—unless you pay for the highest tier.

Data integration: Although Databox easily integrates many of the most popular data sources, you’ll have to work with customer support to integrate a certain niche or industry-specific platform.

Attribution: Since the goal is connecting content marketing data to lead generation to demonstrate content marketing ROI, Databox may present a bit of a learning curve for you to easily show the client journey through channels that contributed to a qualified lead call or meeting request.


Starts at $47 monthly. (The free version has limited data sources.)


User-friendly: WhatConverts makes a marketing agency has an easy to navigate interface that is simple and inviting. Graphs make visualization of lead conversion touch points (calls, forms, chat) easy to digest and gain insight into customer personas and contact preferences.

Attribution: This is where WhatConverts shines. Comprehensive lead tracking data visualizations let you clearly see where leads came from specific content marketing campaigns and channels accurately.

Integration: WhatConverts has no limits to the many CRM, CMS, and email service providers that allows you to identify patterns, trends, and opportunities. Social media platforms, including new platforms, like Threads, can also be configured with help from Zapier. Once configured, lead management and nurturing saves time and effort.


Data visualization: WhatConverts may have fewer visualization capabilities than its competitor, Databox. One reason may be the company’s keen focus on the down-funnel activity and behaviors of potential customers. And its development sprang from the sales side of software development.

Integration: While customized integrations with many channels are impressive, WhatConverts still requires a lot of third-party support (yes, Zapier must be in the mix) for even the most popular CRM and CMS options. That makes the setup more time-consuming than some small or medium-sized companies might want to handle.


Starts at $30 for call tracking and limited data source reporting. Multi-point customer journey attribution is $160/month.

Databox and WhatConverts are both feature-rich and cost-efficient solutions for high-level and drilled-down analyses of where to optimize your content marketing efforts to reach your profit goals consistently. A recent HubSpot study showed that 74% of business leaders who failed to track their monthly visitors, leads, and sales opportunities never exceeded their revenue goals.

With many marketing analytics tools on the market, doing your homework about features, integrations, pricing, and sales funnel tracking is a must. But equally important is having a clear view of how to measure your content marketing tactics against your customer conversions with an end-to-end analytics tool that gets the job done.

To learn more about software tools and content marketing strategies to improve your inbound marketing return on investment, schedule a free consultation.

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