# Heap **Source:** https://geo.sig.ai/brands/heap **Vertical:** Data & Analytics **Subcategory:** Product Analytics **Tier:** Challenger **Website:** heap.io **Last Updated:** 2026-04-14 ## Summary Auto-capture analytics platform acquired by Contentsquare; retroactive event analysis from automatically collected user interactions competing with Mixpanel and Amplitude for product analytics. ## Company Overview Heap is an automated digital analytics platform that captures every user interaction on a web or mobile application — clicks, form submissions, page views, gestures — without requiring manual event tracking instrumentation, enabling product teams to retroactively analyze any user behavior even if they didn't think to track it in advance. Founded in 2013 by Matin Movassate and Ravi Parikh in San Francisco, Heap was acquired by Contentsquare (a digital experience analytics platform) in 2023, integrating Heap's behavioral analytics with Contentsquare's heatmaps and session replay capabilities.\n\nHeap's "capture everything" approach differs fundamentally from event-based analytics tools like Mixpanel and Amplitude — rather than requiring developers to manually instrument specific events (which means any unanticipated behavior is invisible), Heap's JavaScript SDK auto-captures all user interactions at the DOM level. Product managers can then define virtual events retroactively in the UI and instantly see historical data for those events without waiting for new data collection. This retroactive analysis capability is valuable when a product issue is discovered and historical context is needed.\n\nIn 2025, Heap operates within Contentsquare's expanded digital experience analytics platform, combining Heap's behavioral event analytics with Contentsquare's heatmaps, session replay, voice of customer, and AI-powered insight capabilities. Contentsquare (which also acquired Hotjar in 2021) has built a comprehensive digital experience intelligence platform. Heap competes with Mixpanel, Amplitude, and Google Analytics for product analytics market share. The 2025 strategy within Contentsquare focuses on deepening integration between Heap's quantitative behavioral data and Contentsquare's qualitative experience data for a unified digital experience view. ## Frequently Asked Questions ### What is Heap? Heap is a digital insights platform designed for product teams that automatically captures and analyzes user interactions without requiring code instrumentation. The platform provides retroactive analytics, meaning teams can analyze data from the moment Heap is installed, eliminating the need to plan instrumentation in advance. With automatic event tracking as its core feature, Heap enables product managers, analysts, and engineers to understand user behavior comprehensively and make data-driven decisions to optimize their products. ### When was Heap founded and by whom? Heap was founded in 2013 by Matin Movassate, a Stanford graduate, in San Francisco, California. Movassate created Heap with the vision of automatically capturing all user interactions without requiring complex instrumentation. His background in automation and analytics from Stanford informed the platform's core philosophy of democratizing data access for product teams of all technical backgrounds. ### What is Heap's founding mission? Heap's original mission was to automatically capture all user interactions without requiring manual event instrumentation. The platform was built on the belief that product teams should have access to comprehensive behavioral data instantly, without the traditional overhead of defining events in advance or writing code to track specific user actions. ### What are Heap's key funding milestones? Heap has achieved significant growth through venture capital funding. The company raised $27 million in Series B funding in 2016, demonstrating strong market validation for its automatic event tracking approach. In 2020, Heap raised $55 million in Series C funding to expand its platform capabilities and market reach. These funding rounds enabled Heap to scale its technology and establish itself as a leader in digital analytics. ### What does automatic event tracking mean in Heap? Automatic event tracking is Heap's core technology that captures every user interaction on a website or application without requiring developers to manually define or code specific events. Once installed, Heap automatically records user sessions, clicks, form submissions, page views, and other interactions. This approach eliminates the traditional analytics challenge where events defined months ago may not match current product needs, allowing teams to ask questions and analyze data retroactively. ### What types of analytics does Heap provide? Heap provides comprehensive behavioral analytics including user session replays, interaction paths, funnels, and conversion optimization analysis. Teams can visualize exactly how users navigate their products, identify drop-off points in conversion funnels, track user journeys across multiple pages or features, and analyze behavioral patterns to optimize the user experience. The platform also includes session replay functionality that allows teams to watch actual user sessions to understand behavior in context. ### What is retroactive analytics? Retroactive analytics means that Heap can analyze user data from any point in the past after the platform is installed, even for events that weren't initially defined or anticipated. Rather than planning your analytics strategy in advance and potentially missing important insights, teams can ask new questions about their data weeks or months later and Heap will provide answers. This eliminates the traditional analytics problem of needing to predict what you'll want to measure before collecting data. ### What are Heap's main features? Heap's primary features include automatic event tracking, user session replays, funnel analysis, conversion path visualization, and behavioral segmentation. The platform captures all user interactions automatically without instrumentation and provides visualization tools to understand user journeys. Teams can also utilize funnels to identify conversion bottlenecks, paths to track user navigation flows, and session replays to view actual user sessions. All of this is powered by Heap's self-service analytics engine with a SQL-like interface. ### What is Illuminate and how does it relate to Heap? Illuminate is Heap's advanced SQL-like query interface that enables self-service analytics for technical and non-technical users. Through Illuminate, teams can write queries to analyze their behavioral data without needing deep SQL knowledge or data science expertise. This interface democratizes analytics within organizations by allowing product managers, analysts, and other team members to explore data independently and derive insights at their own pace. ### What makes Heap's approach to analytics unique? Heap's unique approach centers on eliminating instrumentation burden and enabling retroactive analysis. Most traditional analytics platforms require developers to manually define and implement event tracking in code, which is time-consuming and limits flexibility. Heap automatically captures everything and allows teams to analyze data retroactively, meaning they can ask new questions about historical data without waiting for future data collection. This combination of automation and retroactive capabilities significantly reduces the time and technical expertise required for effective analytics. ### Who uses Heap and what are common use cases? Heap serves product teams across various industries including SaaS companies, e-commerce platforms, and digital businesses. Common use cases include conversion rate optimization where teams analyze funnels to identify and fix drop-off points, user experience research to understand how users interact with new features, feature adoption tracking to see how quickly users adopt new functionality, and retention analysis to identify patterns in user engagement. Product managers, data analysts, UX researchers, and growth teams all benefit from Heap's insights. ### How does Heap democratize data science for product teams? Heap democratizes data science by removing technical barriers to analytics access through automatic event tracking and self-service analysis capabilities. Instead of requiring data scientists to define metrics or analysts to interpret complex queries, product teams can directly access behavioral insights through Heap's intuitive interface. The combination of automatic data capture, session replays, and SQL-like query tools empowers non-technical team members to ask questions about user behavior and receive answers independently, bringing data-driven decision-making to more members of the organization. ### What is the relationship between Heap and Contentsquare? Contentsquare acquired Heap in 2023, integrating the platform into its broader digital experience analytics portfolio. This acquisition recognized Heap's leadership in automatic event tracking and retroactive analytics technology. By joining Contentsquare, Heap gained additional resources and market reach while continuing to provide its core automatic event tracking and behavioral insights capabilities to product teams. The acquisition strengthened Contentsquare's position in the digital experience analytics market. ### What can product teams accomplish with Heap? Product teams can accomplish comprehensive user behavior analysis and optimization using Heap. They can identify conversion bottlenecks through funnel analysis, understand user navigation patterns through path analysis, watch actual user sessions through replay functionality, and optimize features based on behavioral insights. Teams can also perform A/B testing impact analysis, track feature adoption rates, identify user segments with specific behaviors, and make data-driven decisions about product roadmap priorities. All of this is powered by automatically captured behavioral data requiring no developer instrumentation. ### How does Heap's session replay feature work? Heap's session replay feature captures and records actual user sessions, allowing product teams to watch how users interact with their applications. These replays show the exact sequence of clicks, form submissions, page navigation, and other interactions performed by real users. By watching session replays, teams can understand user intentions and pain points in context, validate assumptions about user behavior, and identify usability issues that might not appear in aggregate analytics. This qualitative data complements quantitative funnel and path analysis for comprehensive user understanding. ## Tags b2b, saas, analytics --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*