5 Analytics Tools I Recommend to Fix High Churn in B2B SaaS

When a B2B SaaS client came to me with a 60%+ churn rate, my first question was simple:

“What’s causing your users to leave?”

Their answer: “We don’t really know.”

That’s a red flag — but it’s also incredibly common.
You can’t reduce churn if you can’t see where it’s happening. And too often, startups are flying blind because they haven’t set up analytics tools that actually surface those critical user behaviors.

So before we talked UX, onboarding, or retention strategies, we had to do one thing first:

Find the leaks.

And to do that, I researched and evaluated tools that help you:

• See where users are dropping off

• Understand which actions (or inactions) predict churn

• Watch how users behave inside your product

• Spot patterns across different user segments

After testing and comparing, here are the top 5 analytics tools I now recommend to SaaS teams — with real pros and cons based on experience.

1. Amplitude

📊 Best for: In-depth behavioral analytics & cohort tracking

Amplitude is like a microscope for your product data. It lets you dig into how different cohorts of users behave over time — and which behaviors correlate with churn, retention, or upgrades.

✅ Pros:

• Advanced cohort analysis helps you compare retention across user segments

• Easy-to-understand user journeys and conversion paths

• Ideal for product managers and growth teams who want granular insights

❌ Cons:

• Has a steep learning curve for beginners

• Requires clear event planning and tracking setup to unlock full value

Why it’s useful for churn:

If you want to answer questions like:
“What do retained users do in their first 7 days that churned users don’t?”
Amplitude can show you. Just be ready to invest time setting it up right.

2. Mixpanel

📈 Best for: Funnel tracking & event-based product insights

Mixpanel shines when you need to map out key product flows — signups, onboarding, feature adoption — and spot exactly where users drop out.

✅ Pros:

• Clean interface with funnel visualizations

• Powerful event tracking for product usage metrics

• Easy to set up and more beginner-friendly than Amplitude

❌ Cons:

• Free plan is quite limited (especially if your team grows)

• Doesn’t support long-term historical tracking unless on higher tiers

Why it’s useful for churn:

You can literally see the leaky funnel: where people bounce, which events lead to conversions, and where activation fails.

If onboarding is a churn trigger (hint: it usually is), Mixpanel will expose it fast.

3. Hotjar

🔥 Best for: Visual feedback & behavior recordings

Numbers tell one story. But sometimes, you need to see what users are actually doing — where they get stuck, rage-click, or completely ignore a button.

Hotjar provides that clarity through session recordings, heatmaps, and user feedback polls.

✅ Pros:

• Session recordings show real user frustration

• Heatmaps help you see which areas are ignored or confusing

• Great complement to tools like Mixpanel or GA

❌ Cons:

• Data sampling can limit insights on large user bases

• Doesn’t track complex, multi-step user flows well

Why it’s useful for churn:

Hotjar helps you answer:
“What did this user experience right before they quit?”

It gives you visual evidence of broken UX, confusing flows, or just lack of engagement.

4. Google Analytics (GA4)

🌐 Best for: Tracking website behavior & drop-offs

It’s free. It’s everywhere. And it’s still useful — especially if you know how to tweak it to your needs.

GA4 isn’t product-focused like Mixpanel or Amplitude, but it’s still excellent for understanding where users fall off between marketing site → signup → product entry.

✅ Pros:

• Free and robust for tracking top-of-funnel behavior

• Great for identifying drop-off points before users even reach the product

• Works well alongside product analytics tools

❌ Cons:

• Requires customization to track churn-specific events

• The new GA4 UI is a bit overwhelming if you’re used to the old version

Why it’s useful for churn:

Churn doesn’t always start in the product. It often starts with poor onboarding or mismatched expectations. GA helps diagnose the pre-product journey.

5. FullStory

🎥 Best for: Session replay + technical issue tracking

FullStory offers the best of both worlds: it tracks product usage and captures the exact replay of that user session — including clicks, errors, and time spent on each page.

It’s the “black box recorder” of product analytics.

✅ Pros:

• Session replays show both UX pain and technical bugs

• Has a “rage click” tracker to highlight user frustration

• Great for support teams and product debugging

❌ Cons:

• Expensive for small teams (pricing ramps up quickly)

• Can feel heavy if you just need lightweight analytics

Why it’s useful for churn:

When users leave, you can watch what they did in the final 5 minutes. Did something break? Was the flow confusing? Were they clicking something repeatedly with no result?

FullStory gives you a real answer — not just assumptions.

🔍 Which One Should You Use?

It depends on where your churn is happening.

You can start lean (Mixpanel + Hotjar), or go all-in depending on your budget and team size.

🚀 Final Takeaway: You Can’t Fix What You Can’t See

This client didn’t need another feature.
They didn’t need a redesign (yet).
They needed visibility.

Once we had that, we could:

• Spot where new users got stuck

• See what retained users did differently

• Identify friction points that were driving exits

Only then could we start fixing churn with confidence.