Heap approaches analytics with automatic capture. Once its snippet is on a site or app, it records user interactions without developers adding tracking code for each event. Product managers can then define what counts as a signup or a purchase later and look back at historical data, which avoids the gaps that come from forgetting to instrument something.
Analysis tools include funnels, retention, user paths, and session replay, and a feature that surfaces friction points and drop-offs. It supports building segments of users and comparing their behavior, and it can send data to a warehouse. Heap was acquired by Contentsquare, which combines its quantitative analytics with Contentsquare’s digital experience tools.
Heap has had a free plan and paid tiers by volume of sessions, and enterprise options. Automatic capture can produce a lot of data and cost, and it requires governance so teams keep definitions clean. Alternatives include Amplitude, Mixpanel, PostHog, Pendo, and Google Analytics. Heap suits product and growth teams that want flexibility without heavy instrumentation.