Amplitude vs Heap: A Detailed Comparison
SaaS marketing requires product engagement data in order to produce sympathetic, customized experiences for users: this is where product analytics plays its essential part. Since a big portion of customer marketing is about catering to your customers’ needs, knowing how customers engage with your products is a must. By analyzing user behavior, you’ll be able to locate areas of improvement as well as areas of success.
It’s important to use the right tools while analyzing and improving product engagement in B2B SaaS marketing. Amplitude and Heap are two of the most popular product analytics platforms that enable companies to track their users’ product engagement. In this article, I’ll take a deep look into both.
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What is Amplitude?
Amplitude, founded in 2012, is a huge player in the Product Analytics market. Amplitude is a product analytics tool that has an amazing product and mobile analytics solution with merged user flow tracking, user activity recognition, and personalization capabilities.
While there are many data analytics tools available for SaaS products, for the most part, Amplitude will likely be one of your favorites as it’s an amazing resource in connecting anonymous user behavior with that of the identifiable client.
What is Heap?
Heap is a no-code Digital Insights Platform. Founded in 2012, Heap offers comprehensive analytics features to track user engagement on company websites, in products, and on mobile.
Heap’s competitive edge is its ability to illuminate customer journeys with no code. With Heap, SaaS companies can understand what drives revenue and increase retention without any development resources.
Differences between Heap and Amplitude
One of the advantages of Heap is that no coding knowledge is necessary to add new behaviors, events, and metrics. However, it’s a bit more complex to add new behaviors to Amplitude for people with no technical background. When it comes to getting started with the tools, Amplitude is usually recommended for its easy-to-understand user interface. Heap also has a user-friendly interface, although having problems during setup seems to be a more common problem for some.
The highlighted features of Amplitude that Heap lacks include behavioral analysis for any given data point, impact analysis, and “conversion drivers,” which is another behavioral analysis tool that lets companies see why customers are or aren’t completing certain goals. Also, Amplitude has time-on-site tracking and visual analytics, while Heap doesn’t include these features.
The important features that are exclusive to Heap include access to complete historical data, activity tracking, and automatic data collection: this data collection feature is the primary reason for choosing Heap for many customers. The Ad hoc reporting feature also makes Heap a better choice for some. Lastly, different than Amplitude, Heap has APIs, though using them requires some software development background.
I’ve talked more about pricing below, but most customers state that Amplitude is quite expensive when you have to upgrade from the free plan. While Heap can also be expensive, there are more pricing options to choose from to adjust your budget.
Similarities between Heap and Amplitude
1. Learning curve
While there are differences in the complexity of the set-up and metrics addition processes, both tools have a bit of a learning curve. Most customers have stated that the products require time and effort to fully understand how the products work.
Both Heap and Amplitude offer the most fundamental product engagement data, such as user interaction tracking, customer journey mapping, customer segmentation, and real-time analytics. They both have trend identification tools that can be used to predict conversion, retention, or churn. So, various important product management metrics can be tracked with both tools.
Although both tools have learning curves, their customer support seems to be appreciated by customers for being fast and responsive. This is good to know, since investing a lot of time into understanding a tool by yourself is not very productive.
Amplitude has a free version. With a free account, you can use these features:
- Core analytics
- Unlimited data retention
- Unlimited user seats
- Track up to 10 million actions per month
However, if you need to work with a product analytics expert, Premium Consulting/Integration Services, such as Behavioral reports, Predictive analytics, Custom user permissions and roles, Premier customer success with SLA, etc., then you need to have an Amplitude growth or enterprise account.
Heap provides a free version that allows you to use these features:
- Up to 10k sessions/month
- 1 Project
- Unlimited user licenses
- Auto-captured events
- 2 Sources
- Data Dictionary
- Standard analysis
P.S. Heap’s price depends on sessions.
Amplitude integrations consist of
- Adobe Analytics
- Amazon Redshift
- Amazon s3
- Facebook Ads
- Google Ads
- Salesforce Marketing Cloud
You can check out Amplitude’s Partner Ecosystem here.
Heap has integrations with e-commerce, product analytics, and CRM platforms, such as:
You can check out all of Heap’s integrations here.
Here are some verified reviews about Amplitude Analytics:
Amplitude has an average of 4.5 stars and 940 reviews on G2
“It provides a super useful analytics platform. You don’t even have to have coding skills to use it and almost no training is required. Features and analysis are very intuitive. Speed could be faster. I didn’t experience any downtime while using it. It smoothly integrates into the normal workflow of a developer and provides a hassle-free platform to managers.”
“A lot of data can be tracked via manual tracking or linking to an excel sheet, but with such a huge amount of data, it is far easier to have all of it laid out in an easy-to-read format. The charts and graphs are easy to use and are really pretty user-friendly. The hardest part is in simply finding the event that you want to use.”
Heap has an average of 4.5 stars and 574 reviews on G2.
Here are some verified reviews about Heap Analytics:
“We use Heap across the organization to measure web traffic and make marketing decisions based on what we find! The main users are our web/digital team and our marketing team. It helps us track revenue from different sources, campaigns, marketing channels, etc. Our marketing is very direct-response focused so this level of detail is extremely helpful.”
“Heap is being used primarily by our product department. We have been using Heap to better understand our users’ full journey across our site and their interactions with the various touchpoints. We’ve also been using it to optimize our conversion funnel and identify potential areas for improvement. By giving us visibility into how our users use our product, we can derive more actionable insights.”
Top Factors to Consider Before Choosing One
Amplitude and Heap are two completely different analytics tools for SaaS companies. While they have a lot of similarities, their differences will allow you to make a good choice between these two tools.
If you have scarce resources or don’t want to spend any time setting up events: Heap
If you want to better understand conversion drivers: Amplitude
If you need retroactive tracking: Heap
If you want to unify marketing, revenue, sales, and product data to uncover hidden insights with no code: HockeyStack
A Better Tool For SaaS
If you don’t like the complexity of Heap and don’t want to spend hundreds of hours setting up your events, you have HockeyStack!
HockeyStack is an end-to-end analytics tool for SaaS companies. It unifies marketing, revenue, sales, and product data into one dashboard with no code so that you can understand what really drives revenue at your SaaS. It’s completely no code, and it doesn’t require any setup.
HockeyStack has one-click integrations with HubSpot, Stripe, and Paddle so that you can connect your existing data and answer questions, such as:
- What is the average LTV of a blog post?
- Which marketing channel brings the most engaged users?
- What is the demo close rate of my blog posts?
- What is the average churn rate of users who signed up from a blog post?
- What are the common sales objections of users who signed up from my ad campaigns, blog posts, or top-of-the-funnel content?
and many more.
To recap, product analytics is a process of capturing and converting individual user data into actionable insights about how customers engage with your product.
Product analytics enable the company to track and monitor its customers’ journeys, through customer engagement via all other aspects of consumption, in order to truly comprehend what drives them to interact with and continue as a subscriber of your SaaS.
Product analytics tools help SaaS businesses understand which features are being used most often, what their users are doing in their product, understand their retention rate metrics, etc.
If you need a product analytics tool, then you might consider Heap or Amplitude. However, there are things both of these tools fall short.
Who are Amplitude competitors?
Why should I use a product analytics tool?
Because most applications and websites are not built to generate extensive data on their own, product analytics is an essential aspect of a company’s product management strategies. Without a product analytics tool, user engagement data is frequently poorly structured and inaccurate. Product analytics tools allow this disorganized data to be useful by combining all datasets into a comprehensive, well-organized picture.
Is Amplitude GDPR compliant?