Heap is a digital insights platform built on autocapture: it records every user interaction — every click, tap, swipe, and page view — from the moment the snippet is installed, without any manual event tracking setup. Teams can then define and analyse events retroactively, answering questions that haven't been asked yet.
Product Overview
Heap's autocapture model is its most powerful differentiator. Traditional analytics tools require developers to manually fire events before data can be collected — meaning retroactive questions are unanswerable. Heap captures everything first, then lets analysts define events after the fact through a point-and-click UI. The platform's Illuminate feature automatically surfaces the most influential paths to conversion or churn, surfacing insights that teams would otherwise miss.
Key Features
- Autocapture: Every user interaction is recorded from day one — no event tracking instrumentation required upfront.
- Retroactive Event Definition: Define new events on historical data at any time via point-and-click UI — no code, no data loss.
- Illuminate: AI-powered insight engine that automatically identifies the interactions most correlated with conversion or drop-off.
- Funnel Analysis: Build conversion funnels on any combination of events, with breakdown by user property or date range.
- Data Layer Integrations: Push Heap data to Salesforce, HubSpot, or your data warehouse to enrich CRM records with product behaviour.
Best For
Product and analytics teams at SaaS companies who want to avoid the upfront instrumentation burden of traditional analytics, or teams that need to retroactively answer questions on historical user data.
Pricing
Free plan available (limited events). Growth and Premier plans are custom-quoted based on monthly sessions — typically $3,600–$36,000/year.
Key Integrations
Salesforce, HubSpot, Segment, Amplitude, Slack, BigQuery, Snowflake, Redshift, Marketo
Pros
- Autocapture eliminates instrumentation work
- Retroactive analysis is a genuine superpower
- Illuminate AI surfaces insights automatically
- Strong CRM and warehouse integrations
Cons
- Data volume from autocapture can be overwhelming without governance
- Pricing is opaque and can be expensive
- Less intuitive for users new to product analytics
