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Amplitude vs. Heap: How to Pick the Best Web Analytics Tool?

Manal Yousuf
November 10, 2023
February 27, 2024
Table of Contents

Amplitude has been around since 2012 and has thus been a pioneer in the product analytics market. Its biggest selling point is that it allows companies to track user flows and journeys. It is also easy to use, so any employee can easily note the behavioral patterns of a company’s website users. 

Heap is also a similar tool to Amplitude. However, the major advantage of Heap is that it can readily capture user actions through automatic event tracking. It allows for a better understanding of user behavior without a dedicated understanding of background coding for companies. This article helps you decide which tool is better in aiding your company to achieve its goals for growth. 


  • Amplitude is allowing data leaders to experiment with their data through a product called Amplitude Experiment. 
  • Amplitude provides granular user segmentation and greater event tracking flexibility compared to Heap.
  • ContentSquare, a leading digital market analytics company, signed a contract to acquire Heap in September 2023. 
  • Heap has notable attributes such as a user-friendly interface and automatic event tracking that allow for easy and quick implementations, making it attractive to many B2B companies. 

In this article, you’ll find out whether Amplitude–with its personalization capabilities–is the better option for your company compared to Heap, which is much more user-friendly. 

CRM integrations 

All B2B companies use CRM tools, so it’s necessary that your company’s operating web analytics tools also integrate with the CRM tools you’re used to. These integrations allow you to have all the necessary data in one platform so that you can work seamlessly. CRM integrations offer cross-collaborations that increase the scalability of your processes and make client work much more methodical.

Amplitude’s notable CRM integrations include Customer.io and Salesforce. Heap has more integrations; in addition to Salesforce, it also integrates seamlessly with Hubspot and Zendesk.

Third-party integrations 

B2B companies use a variety of third-party tools for email marketing, e-commerce, and marketing. It’s essential that your web analytics tool integrates with all these tools in order to pull data from them as required.

Amplitude’s third-party integrations include:

  • Extole 
  • Facebook Ads 
  • Apptimize 
  • Slack 
  • Segment 
  • Optimizely 

Heap’s integration offerings are sizable, and comprise:

  • Zapier
  • Braze
  • Cordial
  • Shopify 
  • Mailchimp 
  • Marketo


Amplitude’s pricing model isn’t transparent, but it does have a basic free version with which your company can enjoy many of its features. In the free plan, you can access data planning tools core analytic charts.  However, if you want much more specific information–such as behavioral reports or analytics–then the shift from the free plan to the growth plan is quite steep, starting at $995/month. The Enterprise plan is for data-led businesses that require much more detailed insights and begins at $2000/month for companies that require it.

Amplitudes Pricing Plans

Heap has four pricing plans: Free, Growth, Pro and Premier. The free plan encompasses up to 10K monthly sessions. Similar to Amplitude’s basic plan, it also provides core analytic charts. Heap’s Growth plan is quite inexpensive compared to Amplitude’s. It starts at roughly about $3600/Year or $300/Month, making it much more accessible to small businesses wishing to scale. Heap does not offer transparent pricing for its Pro and Premier plans, and instead charge per session. Overall, Heap seems to have more cost flexibility in its pricing models simply because there are more models available. 

Review of Amplitude on g2.com

Ease of installation 

Both Amplitude and Heap don’t require you to install anything on your desktop. If you want to set up Amplitude or Heap, all you have to do is go to their respective websites and sign up for the plan you want. 

In Amplitude, once you have signed up and chosen a plan, you can then login and access the dashboard. To use Amplitude effectively, you must add Amplitude’s tracking code and install the SDK to the codebase. You also have to set up tracking within the app so that it can gather the data as per your requirements.  Heap also follows the same procedures; the two analytics tools are quite similar in this aspect. 

Heap review by a Customer on Softwareadvice.com

Event tracking 

Event tracking is among the most important features that most companies use web analytics tools for. Both Amplitude and Heap allow your company to track events. However, the advantages that they serve are different. Amplitude is more flexible and provides easily customizable event tracking. Your company has a lot to gain from custom event tracking as it captures unique customer actions that help detail more specific date insights. 

Heap, on the other hand, records everything from the moment that you start using it for your website. This feature is termed Automatic Event Tracking, which records everything without coding or any manual code tagging. It can also collect historical data from the past, leading users to analyze data from the past without any extra tracking. However, users also claim that it’s difficult to set up an event correctly, and matching it to the coding can be complicated.


  Heap’s Most Impressive Feature by a Customer on Softwareadvice.com

Data privacy

Data privacy and protection are of utmost importance for users and companies alike. Therefore, data collection has become an extremely complicated landmine that companies have to navigate around and Amplitude is no different. However, Amplitude has had quite a responsible stance on data privacy and protection since 2018 when the GDPR was passed. 

The company has made updates so that it may fall in line with the General Data Protection Act, including product updates such as single and bulk user data deletion which allows users to delete all their data from the platform. The Email Monitoring update lets users track their request so deletion is successful. The company is also ISO 27001-certified for secured governance. 


Heap has privacy built into its design. The company states that its focus remains on creating a tool that aligns with data privacy. Still, to comply with GDPR, Heap has taken the following steps:

  1. Third-Party Audits: These audits helped the company conduct any gap analysis regarding their GDPR readiness. 
  2. Data Protection Act: The company has rewritten its Data Protection Act to comply with data subject rights. 

How Can You Pick the Best Web Analytics Tool?

Web Analytics tools are instrumental in helping you understand user demographics and tracking customer activity. Hence, it’s necessary to pick a tool that’s reliable and trustworthy. You can judge how well your web analytics tool will perform by considering the following factors:

1. Business Objectives

Every business has its own objectives; knowing these can help you better manage your company’s expectations and outcomes.

2. Pricing 

We have mentioned this before, but you should pick a web analytics tool that is sustainable as per your business model. Be aware of the hidden fees and growth fees that you will have to pay so you can budget accordingly.

3. Data Privacy Compliance

Data Protection Laws protect clients and companies alike. You should opt for tools that follow these laws. Using a tool that is GDPR-compliant informs your customers that your company is conscious regarding data collection and security. 

4. User Interface and Visualization 

There’s no point in web analytics tools that lend more complications to your company’s data. Pick a tool that is easy to use and has dashboards for immediate data visualization. Data visualization simplifies data so non-technical personnel can also understand it. 

Review on Heap’s data visualizer on g2.com

5. Run Trials 

If the web analytics tools you’re opting for have the option for a free demo, opt for it and notice how your workflow changes. Make sure you have metrics in place for these trials so they are effective. 

Deciding on a Web Analytics Tool 

Choosing the right web analytics tool changes your workflow for the better and generates actionable insights that you can implement to grow your business exponentially. While no tool can be perfect, Factors is a comprehensive analytics and attribution tool that offers you:

  • Marketing impact measurement
  • Conversion rate optimization 
  • Granular visibility
  • Funnel conversion optimization
  • Customer journey analysis
  • Points of inflection identification for B2B sales
  • AI-automated Insights
  • Account level timelines
  • Tailor-made reports and data visualization

If you’re looking for ways to get more out of your company, then Factors provides some of the best marketing solutions for a B2B SaaS venture. 

Customers using Factors testify to its reliability. It has a 4.7 out of 5 score on G2. Companies that have worked with Factors have seen an uncovering of 64% of the anonymous companies on their websites, which has helped them close more than 20,000 deals. All in all, client satisfaction for Factors’ services is high. 

Factors’ Customer Stories Page

For more information or to set up a demo, contact the Factors’ team today and learn how to utilize the tool to fulfill your company’s objectives. Not sure about Factors? Sign up for a free trial and decide if Factors is the best option for your company. 

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