Heap is an analytics tool that can be used to capture all web, mobile and cloud-based user interactions in an application. Heap can be used to capture user-based events -- such as clicks, transactions, page views and gestures -- and analyze the data without requiring developers to write code. The program can capture data, visualize events, provide user interaction data and make reports and graphs.

Heap can be used by businesses to monitor customer interactions in an in-depth manner in order to improve user experience (UX). The  software is promoted as a low-code no-code (LCNC) platform that is helpful for business users who don’t have a lot of coding experience. The Heap tool is provided by a company of the same name, and the product is available in free, startup and enterprise versions. 

Heap vs Google Analytics

Heap can be compared to Google Analytics. Google Analytics is a web analytics tool used to track and create reports for website traffic. Google Analytics can provide an organization with information such as the number of online users, number of page views and the measuring of real time web traffic. Users of Google Analytics can compare measured metrics such as page views, number of sessions, time spent on each session and number of unique visitors. While Heap is suitable for an organization that wants to collect information from web, mobile and cloud-based applications, Google Analytics can only be used to collect information on web applications.

Features of Heap

Heap is made up of three components which help make up its main feature set: capture, virtual events and virtual users.

  • Capture, or auto-capture, allows users to automatically capture behavioral data and measure the effects of each interaction.
  • Virtual events are what decouple analytics from code. Heap users can utilize virtual events to name and manage each user interaction without changing their codebase, as well as advanced permissions and annotations.
  • Virtual users utilize a user-centric schema which ensures that each data point can be tracked back to a user. The virtual users feature can also combine user profiles across different platforms and devices while mapping user attributes.

Other features of Heap include:

  • Funnels, which can let Heap users see each action before a conversion -- such as identify drop-off and conversion rates. Funnels can also be used to measure effectiveness and automatically capture data on A/B tests.
  • Reports and graphs can be generated based on real time

Advantages and disadvantages of Heap

Advantages to Heap include:

  • The automatic collection of data
  • Access to historical data
  • Event capturing via URL
  • Real time generation of reports
  • Less knowledge needed in coding

Disadvantages of Heap, however, include:

  • May be confusing for business users
  • Needs basic HTML tagging knowledge
  • May be a learning curve for some users
  • Limited options with data visualizations
  • No option to annotate reports


This was last updated in August 2019

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