If you are serious about marketing automation, ActiveCampaign is for you. It is the most comprehensive tool I have worked with when it comes to automation features. The reporting is solid in general, it has the best A/B-testing features of all tools available (you can basically split test whatever you like, including complete automations & funnels). This is very powerful.
If you need to integrate sales with marketing, ActiveCampaign is your best choice because of the built-in CRM, lead scoring functionality & sales automation features. You can create a visual pipeline with dealstages inside ActiveCampaign and build automations on top of it. ActiveCampaign also integrates with the major CRMs like Salesforce & Pipedrive.
It use to not be like this. But the deep-data integrations with WooCommerce, Shopify, Bigcommerce and Square has brought ActiveCampaign to a whole new level when it comes to ecommerce businesses. Big ecommerce shops can benefit big time from its sophisticated features and automation versatility.