Understand Your Numbers

Free-first form builder — unlimited forms, unlimited submissions, conditional logic, payment collection, and file uploads on the free plan. Notion-like editor. No catch. Free: unlimited everything. Pro: $24/month (custom branding, analytics, team collaboration).

Hotjar is a great fit for small business owners and marketing teams who want to know why visitors leave their website without buying or signing up. It shows you heatmaps of where people click and scroll, plus recordings of real user sessions so you can watch exactly what happens on your pages. You can also run quick surveys to ask visitors what's stopping them. Hotjar is now part of Contentsquare, so the platform has grown, but the core tools small teams rely on are still there and easy to set up.

BILL is best for small and mid-sized businesses that want to stop managing vendor payments and customer invoices by hand. It lets you pay bills, send invoices, track expenses, and control employee spending all in one place. BILL connects directly with QuickBooks, Xero, and other accounting software so your books stay up to date automatically. AI tools help code invoices and catch errors before they become problems. Over 500,000 businesses use BILL to cut down on manual finance work.

Google Analytics is a great fit for any small business owner who has a website and wants to know how people find and use it. It shows you where your visitors come from, what pages they look at, and how many of them take action — like buying something or filling out a form. You can track both your website and app in one place, and it connects easily with Google Ads and other Google tools. Best of all, the core version is completely free to use.

Looker Studio is best for small business owners who already use Google Analytics, Google Ads, or Google Sheets and want to turn that data into clear, visual dashboards. It's a free web-based tool that lets you pull data from dozens of sources and build reports you can share with your team or clients. You don't need to know how to code — drag-and-drop controls make it approachable for non-technical users. The catch is that getting data from non-Google sources often requires paid third-party connectors.

Backblaze makes cloud backup and storage simple and affordable for small businesses. Their Computer Backup product gives you unlimited backup for every computer in your office at a flat monthly rate — no storage caps, no complicated tiers. Just install the app and everything gets backed up automatically. For businesses that need object storage, Backblaze B2 offers S3-compatible storage at $6 per terabyte per month — roughly one-fifth the cost of AWS S3. You get free egress up to 3x your stored data each month, plus unlimited free downloads through partner CDNs like Cloudflare and Fastly. Backblaze serves over 500,000 customers in 175 countries and has earned G2 awards for Best ROI, Best Support, Highest User Adoption, and Easiest to Use in 2026.

Open-source business intelligence — explore data, build dashboards, and answer questions without writing SQL. Self-host free or use managed cloud. Connects to your databases and turns raw data into charts, reports, and alerts. Open source: free (unlimited). Starter cloud: $85/month. Metabot AI: $100/month add-on.

Five SEO tools bundled together — keyword research, SERP analysis, rank tracking, backlink mining, and site profiling. Designed to be easy even without SEO experience. AI Search Watcher tracks your brand in AI search engines like ChatGPT. All five tools at every tier. Starts at $29.90/month (annual). No free tier — 10-day trial.

ChartMogul is a subscription analytics platform that connects to your billing system (Stripe, Chargebee, Recurly, or app stores) and automatically calculates the revenue metrics that matter most — MRR, churn rate, LTV, and ARR. Instead of building dashboards in spreadsheets, you get accurate, real-time numbers you can trust and share with investors. Cohort analysis shows how retention changes over time. The platform merges duplicate customer records automatically and lets you slice revenue by geography, plan, acquisition channel, or custom attributes. Free for businesses under $10K MRR. Paid plans from $100/month.

Airtable is a flexible workspace that combines the simplicity of a spreadsheet with the power of a database, letting you organize, track, and automate your business processes without writing code. Think of it as a smarter version of Google Sheets where each row can hold files, links to other tables, checkboxes, dropdowns, and more — and you can view your data as a grid, calendar, kanban board, gallery, Gantt chart, or timeline. The platform goes well beyond data storage. You can build custom apps and interfaces on top of your data using a drag-and-drop builder, set up automations that trigger when records change, and create forms for collecting information from your team or customers. Airtable connects to hundreds of other tools through native integrations and sync capabilities. Airtable has invested heavily in AI with features that work directly inside your bases. AI agents can process thousands of records — summarizing, categorizing, translating, or generating content — and take actions across your connected systems. Over 500,000 organizations use Airtable, including OpenAI, Amazon, Netflix, and Airbnb.