15+ Best Website Analytics Tools: Ranked & Reviewed [2022]

When running a website, learning everything you can about how much traffic you’re getting, engagement, and other stats can help you grow your platform.

The way to do this is by using an excellent website analytics tool.

These tools allow you to see how you’re standing among the competition and then make improvements as you see necessary.

We’ve got you covered if you’re interested in learning more about website analytic tools.

An Overview of Website Analytics Tools

Here’s a quick overview of website analytic tools.

What Is a Website Analytics Tool?

Website analytics tools help you track your online traffic.

The data the software provides can show you the people who visit your website and the behavior they display once they’re on it.

It shows things like traffic, where they’re clicking, and when they leave your website.

Why Are Website Analytics Tools Important?

These tools are essential for many reasons. Mainly because you can see what users are clicking on and user engagement, therefore, what they’re interested in.

Plus, you’ll be able to see at what point they leave your website due to disinterest or another reason.

You’ll be able to use this information to grow your business and improve your online presence.

Do I Need a Website Analytics Tool?

Technically you don’t need a website analytics tool, but if you’re interested in understanding your website engagement, you should have one.

Without using one of these tools, you can guess what your users like and dislike about your website, but you won’t know exactly where to improve.

The Best Website Analytics Tools at a Glance

Some website analytics tools rise above the competition.

After extensive research, we’ve found the best website analytics tools.

Features To Look for In Website Analytics Tools

Whether you’re choosing a website analytics tool from our list or still shopping around, there are a few features you’ll want to look for before making your decision.

Below are the five elements we assess when choosing the best website analytics tools.

1. Number of Reports

You’ll want to look at each web analytics tool’s number of reports and features.

Usually, the more, the better, but as long as the platform has all the features you’re looking for, it might be a good choice.

Examples of different reports include funnels, multiple dashboards, and real-time reports.

2. Cost

You’ll always want to consider the cost associated with website analytics tools.

Many of them you can try for free or are always free, but if you want to take advantage of all the features, you’ll have to pay the price.

Assessing the various pricing plans and determining what’s in your budget will help you make the best decision for your business.

3. Easy Integration

Most web analytics tools can integrate easily into all your platforms, but some will do better than others.

A web analytic tool is the best if it can easily integrate.

If it can’t, it can be more of a headache and not be nearly as effective in giving you the data you need to grow your website.

4. Whether the Tools Are Mobile Friendly

Most analytic tools are designed to be used on a desktop but not mobile devices.

While this is great, using a web analytics tool you can use on the go can be beneficial, especially if you’re traveling a lot.

You’ll want to consider this feature if you want a mobile solution.

5. SEO Research

What makes a great web analytics tool is that it can provide you with SEO research.

Utilizing proper SEO keywords and tactics can boost your Google ranking and drive more traffic to your website.

A great tool will offer this to you in addition to all the reports.

Best Website Analytics Tools: Our Top 3 Options [Ranked & Reviewed]

After careful research and consideration, we’ve rounded up our top three choices for the best website analytics tools.

We’ve assessed everything from their features, pros, cons, pricing, and more to better understand why these tools ranked in our top three.

1. Adobe Analytics: Our Pick

Adobe Analytics is our top choice for website analytics tools because this is a great solution when you have more than one place you’re trying to pull data from.

It’s ideal when you’re pulling customer information from your website and app to get a better picture of what your audience is looking at.

Key Features of Adobe Analytics

There are many reasons why we recommend Adobe Analytics, but here’s a look at the five best features:

• Predictive analytics: Predictive analytics is an excellent feature that allows AI to predict what your customers will search your website for in the future without you having to do any heavy lifting.
• Real-time insights: You don’t have to wait hours or days for reports on your website visitors. You can watch real-time reports generated as people visit your website. 
• You can store data in various regions: You’ll be able to store secure data in the United States, Ireland, France, Singapore, Japan, India, Australia, and China.
• 100% data ownership: With Adobe Analytics, you never have to worry about the data from your customers getting into the wrong hands since you’ll own 100% of it.
• Ad hoc analysis: The workspace is flexible and will allow you to drag and drop different reports and visuals into the interface for easy understanding.

Why Is Adobe Analytics a Great Solution?

There are numerous reasons why Adobe Analytics is a great solution.

We love that they understand that every business is different and one pricing plan won’t suit everyone.

Besides, they’re privacy compliant and offer a robust reporting selection and flow analysis to improve your business. The integration across platforms is helpful as well.

Pros of Adobe Analytics

As you consider which website analytics tools are the best for your business, here’s a look at the three main pros of Adobe Analytics:

• The segmentation tools are flexible: The process is easy to go through, and you can do it without much experience with analytics.
• It has consistent reporting: Some tools don’t have consistent high-quality reporting, but you don’t have to worry about low-quality reports with Adobe Analytics.
• You can see your entire conversion funnel: You’ll be able to see your conversion funnel by searching specific keywords and seeing what impressions customers have on your website.

Cons of Adobe Analytics

Here are three drawbacks you’ll need to think about with Adobe Analytics:

• It’s not easy for beginners to use: Most beginners might have challenges learning how to use Adobe Analytics. Even those with experience in analytics will experience a learning curve with the software.
• Technical support is lacking: Many users who are starting with the software find that the technical support isn’t as good as it could be with this website analytics tool.
• There’s a steep fee to reprocess historical information: If you need to access older data, you’ll have to pay a fee to see this data again. You’ll need to do this if you missed something or made an error in analyzing data.

Adobe Analytics vs. Other Top Recommendations: How They Compare

Adobe Analytics stands out among the other two leading choices on our list because of the pricing, skill level required to use the software, and the robust CRM, sales, and marketing features you can use.

The other two have similar features, but we still believe Adobe Analytics is the best option for larger businesses and those with more analytic experience.

Adobe Analytics Pricing

The pricing is one of the main reasons we chose Adobe Analytics as our number one pick.

For each version, you’ll need to get in touch with Adobe Analytics because they’ll base your monthly pricing on what’s best for your business.

Can You Try Adobe Analytics for Free?

Yes, you’ll be able to try Adobe Analytics for free before committing to the custom pricing they offer.

Since they don’t post their pricing on their website because they understand that every situation is different, you’ll be able to try the software for free by requesting a demo.

Conclusion: Should You Choose Adobe Analytics?

We believe that you should choose Adobe Analytics.

It’s our number one choice for website analytics tools for several reasons.

We love the substantial amount of features, free demo, and all the advanced features that make growing your business and understanding your audience more manageable than ever.

2. Spring Metrics: Runner-Up

Spring Metrics is an analytics tool mainly geared toward those in the hospitality industry.

The software is developed by hospitality industry professionals who want to boost traffic to these websites by analyzing the people who regularly or occasionally visit these types of websites.

Even though it’s more for hospitality websites, others can benefit from this tool too.

Key Features of Spring Metrics

Spring Metrics is a unique website analytics tool, so you’ll want to think about these five excellent features you’ll get to take advantage of if you sign up:

• Keyword analytics: You’ll see which keywords your customers search for and how often they appear on your website. You can use the highest ranking keywords to rank higher on Google and drive more traffic.
• Email performance reports: You’re probably sending marketing emails regularly as a business. Spring Metrics offers you reports and data on how many people are opening them, how long they look at them, and at what point they close out of the emails.
• Front desk support: As a hospitality-geared tool, it offers front desk support that easily connects your customers to their reservations. This feature makes things easier for your customers and encourages them to return in the future.
• Efficient invoicing and reporting: The software automatically sends invoices to your customers, improving your business’s efficiency and driving more people to visit your site because they’re pleased with your services.
• Landing page analytics: Not everyone browses around an entire website, so Spring Metrics will help you better understand what’s happening on your landing pages.

Why Is Spring Metrics a Great Solution?

Several things make Spring Metrics a great solution.

It’s the ideal analytics for SquareSpace and other eCommerce websites because it’s geared towards making you and your customers’ lives easier.

When your customers are happy, they’ll likely return.

Pros of Spring Metrics

The pros of using Spring Metrics are:

• It’s simple to use: This platform is so easy to use that people are switching over from more complicated tools. Beginners shouldn’t have an issue learning how to use it.
• It tracks visitors through every keystroke: You’ll see every click that a visitor makes on your website, from start to finish.
• It shows short and long-term gains: Some tools only show short-term gains thanks to their reporting, but you’ll also be able to see projected revenues further in the future.

Cons of Spring Metrics

Take a look at the cons of Spring Metrics:

• It’s unavailable on mobile devices: You’ll only be able to access your reports via your desktop, laptop, and the Cloud.
• It’s not ideal for small businesses: Small businesses can use this tool, but it’s better for medium to large companies.
• There’s no lead tracking: Lead tracking is vital to growing your business, and Spring Metrics doesn’t provide that feature.

Spring Metrics vs. Other Top Recommendations: How They Compare

Comparing Spring Metrics to our other top choices is challenging because it’s very different.

Spring Metrics offers the best analytic tools for eCommerce and hospitality websites but might not be the best option for every other type of website.

Its price is comparable, and it is easier to use.

Spring Metrics Pricing

There aren’t a lot of pricing options available for Spring Metrics, but here’s what their one plan will cost you:

• Standard: $49 per month

Can You Try Spring Metrics for Free?

Our runner-up allows users to try the analytic tools for 14 days before committing to their paid versions.

Conclusion: Should You Choose Spring Metrics?

For those looking to analyze their hospitality websites, Spring Metrics is one of the best.

We highly recommend it for these websites, but if you’re a blogger, you might want to consider Adobe Analytics or another tool.

3. Statcounter: Budget Pick

Statcounter is our third choice for the best website analytics tools and the most affordable option of the three.

Over 1.5 million people rely on Statcounter to gather data on their website visitors and then implement changes to drive more traffic and conversions.

Key Features of Statcounter

The five features that make Statcounter rank in our top three are:

• The ability to see traffic trends over time: It tracks user activity over time, so you’ll be able to quickly spot any negative trends you want to correct and see the positive ones that are working for you.
• The detection of click fraud: Click farms exist, and they can skew your data. Statcounter will monitor paid clicks and determine which ones are fraudulent.
• It comes with visitor alerts: You can set notifications via email when an important visitor, say a high spender, is back on your website.
• A traffic source report: The tool shows you where the traffic on your website is coming from and where you can better allocate your advertising budget.
• You can see your visitor’s system stats: This report shows how well your visitors’ computers and mobile devices are operating so you can make the most user-friendly website possible.

Why Is Statcounter a Great Solution?

Statcounter is an excellent solution because it’s affordable and offers some of the more extensive reports without breaking the bank.

You’ll be able to build an easy-to-use website based on your users, see where they’re clicking, and more.

Pros of Statcounter

There are several pros to Statcounter, but these are the top three:

• The price: You can’t beat the price of Statcounter. It’s one of the most affordable yet comprehensive options out there.
• The reports are clear: You shouldn’t have an issue reading and understanding the various reports from Statcounter, regardless of your skill level.
• Live chat support: Live chat support is one of the best features because they’re very responsive and can quickly help you with almost everything.

Cons of Statcounter

Now for the cons of Statcounter we encountered:

• There’s a limit on page views per month: If you want the most affordable option, you can only get 100,000 page views per month. Their maximum is one million per month, but that price jumps to over $300. 
• Some features don’t get shown after some time: Even if you go with the free version, you’ll most likely need to upgrade to the paid version to continue seeing specific reports after a few months.
• You have to insert the WordPress snippet manually: Some users find this challenging, but you can request help via live chat, and once you do it, you’re good to go.

Statcounter vs. Other Top Recommendations: How They Compare

Statcounter compares to our other two top choices because it offers all the tools you need to increase user engagement.

The main difference is that this option is the most affordable, but you don’t have to compromise on quality reports.

Statcounter Pricing

The pricing for Statcounter is as follows:

• Basic: $0 per month
• Premium: Starting at $9 per month

Can You Try Statcounter for Free?

Statcounter allows users to test their premium features for free for 30 days before being charged $18 monthly.

You can downgrade to the free version at any time.

Conclusion: Should You Choose Statcounter?

If you’re looking for the best website analytics tool but are on a budget, we suggest giving Statcounter a shot.

It’s incredibly affordable, even for the premium version, and offers the tools you need to stay competitive in your niche.

The Best Free Website Analytics Tools Options

Using web analytics tools doesn’t have to break the bank.

If you’re interested in some free options, check out our picks for the best free website analytics tools.

4. Google Analytics

Google Analytics has more than 30 million websites using the platform, making it the largest analytics tool worldwide.

It’s ideal for any industry, whether healthcare, travel, parenting, or something else, and it works well for businesses of any size.

Why Is Google Analytics a Great Free Option?

Google Analytics is a great free option because they offer a wide variety of reports and features without spending a dime.

Plus, everyone knows what Google is, and many people use the various tools from Google daily.

Some features include Smart Goals, data management, help with ads, and easy integration into everything you’re using.

They also offer a paid version of the platform, but it’s not worth the money for most people.

There’s much to learn about Google Analytics because it offers many features.

If you’re interested, here’s everything you need to know about getting started with Google Analytics.

Drawbacks to Google Analytics

The main drawback to Google Analytics is its accuracy.

Many users report that not all the information is as accurate as it could be, but it’s still worth trying when you want a great free version.

5. Matomo

Matomo is another fantastic free option that works in over 190 countries and has over a million active users.

With this tool, you’ll have access to heatmaps, funnels, and other reports that will help you improve your business.

Why Is Matomo a Great Free Option?

It’s feature-rich software that gives you 100% control over your data which is great for user protection.

For a free program, using Matomo is ideal because it has some of the strictest privacy guidelines and comprehensive reporting.

The features that make this a great free option include the ultimate visitor tracking, which shows you a complete history of all your website visitors, a Google Analytics import, and SEO keyword implementation.

Drawbacks to Matomo

The drawbacks to Matomo include a lack of quality customer support and training on using the analytic tools.

Some users report many bugs and glitches with the software, which can be frustrating when trying to gather data on your website.

Notable Mentions: Other Website Analytics Tools To Check Out

As we’ve mentioned, there are a lot of choices available when it comes to web analytics tools.

If you’re curious about what else is out there, here are some other website analytics tools that deserve a notable mention.

6. Hotjar

Hotjar is a newer tool that is quickly becoming a favorite among website owners.

It combines a bunch of analytics tools and feedback reports into one streamlined software.

It’s perfect for those in marketing who want to see how users act when visiting their websites.

Why Is Hotjar a Great Option?

This tool is an excellent option because it uses a variety of reports to help website owners get a better feel for their visitors.

They use surveys, heat maps, polls, and visitor recording.

The data collection is detailed and can help you make improvements as you see necessary.

Drawbacks to Hotjar

The drawbacks to using Hotjar aren’t substantial, but many people choose other analytics tools over this one.

The reasons are that the pricing is a little high for their paid versions compared to other options, there’s a lack of criteria-based demographics, and the software lacks a predictive analysis feature that most are looking for.

Hotjar Pricing

You can pay monthly for Hotjar, or if you choose to pay yearly, you’ll save 20%.

The pricing for Hotjar is as follows:

• Basic: $0
• Plus: $39 per month
• Business: $99 per month
• Scale: Contact for custom pricing

Can You Try Hotjar for Free?

You can try Hotjar for free.

They offer a free trial version of most of their paid plans, or you can choose their basic option, which is free for you for however long you plan on using the platform.

Keep in mind that the free version only lets you track up to 2,000 website visits per day, so it’s better for smaller businesses.

7. HubSpot

HubSpot is an all-encompassing website analytics tool that is popular with marketers.

The platform offers CRM tools, marketing, sales, and operational tools to almost all business sizes.

The CRM tools will help you decide if you want to utilize the rest of their tools to help you market your website better.

Why Is HubSpot a Great Option?

HubSpot is an excellent option for an analytics tool because you’ll get a variety of analytics, live chat when you need assistance, SEO recommendations, and more.

You’ll be able to add on several services to make the tools more in-depth. 

HubSpot also has a reputation for being reliable and easy to customize to your company’s needs.

Drawbacks to HubSpot

You’ll want to consider that it’s not the most in-depth option when considering using HubSpot.

The analytics are far from advanced, and there aren’t many add-ons you can choose from.

While this is great for the most basic analytic tools, we believe better options are available.

HubSpot Pricing

There are a variety of free options on HubSpot, but as far as their paid plans go, here is the pricing:

• Start: $23 per month
• Professional: $360 per month
• Enterprise: $1,200 per month

Can You Try HubSpot for Free?

Yes, you can try HubSpot for free.

They have several free tools you can utilize from their CRM, marketing, and sales tools.

If you’re considering paying for their professional or enterprise plans, you can try both of those for free for 14 days, but the starter option doesn’t offer a free trial.

8. Mixpanel

If you’re looking for a tool that can help you measure the overall user experience and then analyze it to help you boost your customer retention, Mixpanel is an excellent option.

The analytic tools on this software are geared towards customer behavior rather than other analytical tools.

Why Is Mixpanel a Great Option?

The main reasons why Mixpanel is a great option are that there’s behavioral analysis to see how your customers behave on your website, and you can send targeted messages to users.

You can see the data analysis happen in real-time.

Another feature is that it can easily integrate with over 30 platforms.

Drawbacks to Mixpanel

One of the significant drawbacks to using Mixpanel is that while there’s a free version, you cannot get advanced analytics.

You get limited advanced analytics even if you pay for their Growth plan.

You’ll also have limited data control with their free and Growth plan.

Mixpanel Pricing

If you’re interested in Mixpanel, here’s what you can expect from their pricing:

• Free: $0
• Growth: Staring at $25 per month
• Enterprise: Contact them for custom pricing

Can You Try Mixpanel for Free?

Besides using their free version, you can try the paid versions of Mixpanel for free.

There’s an option for you to request a demo.

It’s unclear how long the demo lasts and how much time you have to see if you genuinely like the software, but at least the option is there, unlike other analytics tools.

9. CrazyEgg

CrazyEgg uses visitor analysis to help you better understand the behavior of your visitors to help you improve your conversion rates and return on investment (ROI).

This software aims to help you understand how your visitors navigate your website and how long they spend on specific pages.

Why Is CrazyEgg a Great Option?

CrazyEgg is an excellent option because they utilize heat maps that provide valuable insight into any weaknesses on your site that visitors identify.

You’ll be able to run A/B tests that can improve your website’s efficiency, record visitor sessions, and demo the whole platform, so you know what to expect before even signing up for a free trial.

Drawbacks to CrazyEgg

The drawbacks to CrazyEgg will depend on who’s using the platform.

It’s a simple tool that technical users might find boring and not advanced enough, and if you’re interested in their enterprise version, it’s not nearly as in-depth as other website analytics tools on our list.

CrazyEgg Pricing

Here’s what the pricing at CrazyEgg looks like:

• Basic: $29 per month
• Standard: $49 per month
• Plus: $99 per month
• Pro: $249 per month
• Enterprise: Custom pricing

Can You Try CrazyEgg for Free?

You can try CrazyEgg free for 30 days before committing to one of their paid plans.

The 30-day trial is an excellent feature since they don’t offer a free version.

You’ll be able to try four out of five of their paid plans for free for a month.

10. Woopra

Woopra is a great analytics tool that will help you get to know your customers better.

It includes several touchpoints like analyzing their behavior, engaging with customers more, and finding ways to increase your retention rates, thanks to People Profiles.

Woopra also offers one-click integrations, making it a solid cross-platform option.

Why Is Woopra a Great Option?

There are a few things that make Woopra an excellent website analytics tool.

First, you’ll be able to integrate the technology with over 50 platforms.

You’ll be able to connect your website analytics to apps where you can enable automatic marketing, and you’ll be able to take advantage of real-time reporting.

Drawbacks to Woopra

After careful research, we’ve found that the most considerable drawback to using Woopra is their pricing plans.

They have a free version, which is a great offer to new website owners.

But their next available plan jumps to over $300.

It’s costly if you don’t have a high enough budget to justify using the software.

Woopra Pricing

Here’s a glance at Woopra’s pricing plans:

• Core: $0
• Startup: $349 per month
• Pro: $999 per month
• Enterprise: Custom pricing

Can You Try Woopra for Free?

Besides the free version, you can try the Startup and Pro versions of Woopra for 14 days before committing to paying monthly.

Unfortunately, you cannot try the Enterprise version for free, but testing the Startup and Pro plans may give you an idea of what to expect from this option.

11. Yandex Metrica

Yandex Metrica has been a top choice for website owners since 2009, thanks to being an entirely free option on the internet.

You’ll be able to learn more about the behavior of all your customers visiting your website, get detailed eCommerce reports, and get content analysis features.

Why Is Yandex Metrica a Great Option?

Yandex Metrica is an excellent option for website users because it’s free, making it perfect for those just starting their online business.

We love that there are no storage limits, you can see where your traffic comes from, and that the platform has API management.

It can easily integrate into several platforms and has a user-friendly interface.

Drawbacks to Yandex Metrica

There’s not a lot to report on the drawbacks of Yandex Metrica, but the main thing is that the heatmaps are often not nearly as detailed as they could be.

Other website analytics tools have much more detailed heat maps than this one.

Yandex Metrica Pricing

Here’s what you can expect with pricing when using Yandex Metrica:

• Basic: $0

Can You Try Yandex Metrica for Free?

Not only can you try Yandex Metrica for free, but all the website analytics tools are free.

All you have to do is sign up, and then you can take advantage of the analytics tools offered through the platform.

You can try a live demo before creating an account if you prefer.

Even More, Options To Check Out

If any of the above products aren’t 100% what you’re looking for, or you just want to know what else is out there, check out these six other website analytics tools for your business.

12. Kissmetrics

Kissmetrics is a pretty good web analytics tool that can help you get a better picture of which of your marketing campaigns are working and which aren’t.

You’ll be able to design new campaigns that help with customer retention and see data before and after purchases.

The thing that held Kissmetrics back from making it higher on our list is that it’s geared more towards eCommerce sites rather than a broad spectrum of websites.

As for the pricing, you can request a free demo, but you will need to contact them for accurate pricing plans.

13. Clicky

One of the most simple web analytics tools to use is Clicky.

You’ll be able to track all activity on your website in real time.

With over 13 years in the business, more than one million people trust this tool to gather data on their websites.

While it’s an easy-to-use tool, it ranks lower on our list because the interface is older and slightly outdated.

It’s not a huge deal, but we prefer more updated interfaces.

It still works like a charm and offers users free and several paid versions.

14. Intercom

We chose Intercom to mention on our list of best website analytics tools because it’s ideal for those who have an application on iOS and Android devices.

It has many tools to help you better understand your audience, see new clients, announce new features, and more.

Intercom is lower on our list because they don’t offer a free version.

You can try the software for 14 days, but then the price jumps to $136 per month.

15. Amplitude

Amplitude is an excellent option if you’re working with a team so everyone can see the website analytics without having to go through one person.

However, the reports are limited.

We aren’t a fan that they don’t have set pricing, but it’s not necessarily a deal breaker.

You’ll need to contact Amplitude for pricing, and if you’re a small business, they offer a scholarship to help you fund your analytic tools.

16. Domo

Domo is ideal when you have a larger business and want to show comprehensive reports across all the departments in the company.

It makes it easier for management to share insights with team members and collaborate.

Domo is lower on our list of recommendations because it doesn’t come with nearly as many features as our top three choices for reports.

However, you can try it for free.

17. Usertesting

Usertesting is a good web analytics tool that can help uncover hidden insights into your website visitors.

A great feature of this tool is that the software gets real people to use your website and app and provide reviews.

The reason Usertesting didn’t make it higher on our list is that while it shows you website visitor insights, it cannot tell or show you what your customers think about browsing your site.

Other Products Relevant to Website Analytics Tools

Using web analytics tools is only half the battle.

Other products that work well in combination with these tools you’ll want to consider using:

• Best SERP Checkers: A fantastic tool you’ll want to consider using alongside web analytics tools are search engine results pages (SERP) checkers. SERP checkers will help you boost your SERP position on the internet. If you’re interested in using one of these tools, here are the best SERP checkers.
• Best SEO Tools: SEO tools will help your website rank higher on Google. This higher rank means more conversions and more website visits. Click here for the best SEO tools.
• Best Blogging Tools: Blogging tools can help you grow your website when used with website analytics tools. They range from helping you monetize your blog to generating ideas. As a blogger, you’ll want to use the best of the best, so check out the best tools for bloggers.

Frequently Asked Questions

There’s a lot to learn about website analytics tools and how they work.

Here’s what other website owners are asking.

Wrapping Up

By choosing one of the website analytic tools above, you’ll be able to grow your business and stay ahead of the competition.

Our top choice that’s essential to increasing website traffic is Adobe Analytics.

This software offers custom pricing, easy integration, and various tools like heat maps and funnels to ensure you can reach all your business goals.

However, Spring Metrics is up there with Adobe Analytics in terms of features and value.

If you’re looking for a budget option, Statcounter is a fantastic tool.

Get in touch with Adobe Analytics or another platform on this list to get started.