Heap

Heap is a product analytics platform best known for autocapture: instead of requiring teams to decide in advance which events to track, it automatically records every click, page view, form submission and other interaction on a website or app, so behaviour can be analysed retroactively. That approach addresses the most common frustration with event-based analytics. With traditional tools, teams must write a tracking plan and have engineers instrument each event; if a question comes up about something that was not tracked, the data simply does not exist and must be collected from that point on. With Heap, a product manager can define an event after the fact - for example, clicks on a new pricing toggle - and immediately see historical data for it. That reduces dependence on engineering and speeds up analysis. On top of that data, Heap offers the analyses product teams expect: funnels, retention, user paths, segments and dashboards, plus features that surface friction points and opportunities automatically. Session replay connects quantitative charts to recordings of real sessions, and integrations send data to warehouses and other tools. Heap is part of Contentsquare, which acquired it, and its capabilities are being combined with Contentsquare's broader experience analytics. Autocapture has trade-offs. Capturing everything produces large data volumes, and events defined from raw clicks can break when a site's code or structure changes, so teams still need governance to keep definitions reliable. Some organisations prefer explicitly instrumented events for critical metrics and use autocapture for exploration. Pricing scales with sessions, and the free plan has limits. Alternatives include Amplitude and Mixpanel, the leading event-based product analytics platforms; PostHog, open source with optional autocapture plus replay and feature flags; Pendo for product analytics combined with in-app guides; FullStory for digital experience analytics; and Google Analytics 4 for marketing-focused measurement. Choose Heap when you want to answer product questions without waiting for engineers to instrument events, and value retroactive analysis.