In modern business there is increasing significance of websites for companies becouse they represent an important aspect of costumer relations. Usability and functionality of the websites should not be ignored if comapny wants to establish a successful online communication and business. Web analytics provides tools that allow tracking and reporting on the usage of the website by visitors, and use of this information to optimize the site in order to increase sales and costumer loyalty. The decision on the selection of web analytics tool is very complex due to the large and growing market of software and a multiple criteria that need to be taken into account. For purposes of this study, an analysis of twenty tools for WA was conductedbased on theoretical knowledge and tools comparison was carried out according to the criteria of functionality, while other elements of desicion are isolated in this research. With use of Super Decisions software, AHP model for multiple criteria decision making was developed with defined criteria and sub-criteria of comparison, which allowed sistematization of theoretical knowledge and preparation of decision-making scenarios.Comparison of nineteen tools of which enough information was found is done by applying the steps of AHP method and hypothesis is accepted that there are differences in the quality of functionalities of tools for web analytics. The study found that tools for WA have different features available and that the same features they possess vary more or less in terms of quality. Software vendors seek to differentiate either through offering more different functionalities or by emphasizing the quality of specific functionalities, such as detailed tracking of user engagement on site in real time. In the results of comparison, first three places were taken by commercial tools: AT Inernet – Analytics Sute, Adobe Analytics and Webtrends Infinity with minor differences in the results, or in other words with very small differences in the quality of functionalities. Among free tools, as expected, best ranked tool is Google Analytics. Depending on the size of the company and business model, there are different needs for analysis of websites, which is why it’s important to align selection of tool with the needs of company