Heap (now operating under the Contentsquare brand after being acquired) is a product analytics tool built around automatic event capture, useful for teams that want behavioral data without instrumenting every click by hand before they know what they'll need to measure.
What it does
A closer look at Heap's automatic event capture
Heap automatically captures every user interaction on a site or app (clicks, form submissions, page views) without requiring teams to pre-define which events to track, then lets analysts retroactively define and query the events that turn out to matter. This is its core differentiator from Amplitude and Mixpanel, which generally require events to be defined and sent deliberately.
It's used by product and growth teams who want to move fast without waiting on engineering to add tracking code for every new question, and by teams doing digital experience analysis after Heap's integration into Contentsquare's broader UX analytics suite. It's common at SaaS companies mid-growth stage where instrumentation debt is a real problem.
The auto-capture approach trades instrumentation effort for data volume and noise. Since being folded into Contentsquare, its positioning and pricing structure have shifted, and reviewers note the transition has created some confusion about which plan tier includes which legacy Heap features, worth double-checking directly before quoting a client.
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