Users can build basic, multi-step conversion funnels and quickly filter the dashboard to watch sessions of users who dropped off.
The platform provides a straightforward funnel analysis tool designed to track how users move through specific conversion paths. Analysts can define funnels using a sequence of specific page URLs or clicked elements. The interface clearly displays the conversion rate and abandonment rate at each distinct step. Its most valuable feature is its deep integration with the session recording module; analysts can click directly on the drop-off segment of any step to instantly filter and watch the recordings of users who abandoned the funnel at that exact point. While highly visual and useful for immediate UX diagnostics, it lacks the complex behavioral event logic found in dedicated product analytics suites.
This privacy safeguard natively blocks keystrokes and masks sensitive numeric data to ensure personal information is not captured in recordings.
To protect user privacy during session recording, the platform utilizes strict client-side data masking. By default, the tracking script blocks all keystrokes, ensuring that passwords, credit card numbers, and text entered into forms are automatically replaced with asterisks before the data is transmitted to the vendor's servers. Additionally, the system automatically attempts to mask sensitive numeric strings (like social security numbers) displayed on the page. Administrators can further customize these privacy settings by applying specific CSS classes to manually block or unmask specific HTML elements, ensuring the business remains compliant with data protection laws.
Heatmap analysis generates dynamic heatmaps that include click, scroll, and mouse movement data, segmented by device type and traffic source.
Heatmap generation is a core feature, automatically creating visual representations of user engagement for every tracked page. It generates dynamic heatmaps that can handle dropdown menus and pop-ups, unlike simple static screenshot tools. It provides three main views: Click maps (showing exactly where users tap), Scroll maps (indicating how far down the page the average user navigates), and Move maps (tracking mouse cursor paths on desktop). A key advantage is the ability to easily filter these heatmaps by date, device type, or specific referring traffic source, allowing analysts to compare the engagement of paid ad traffic versus organic visitors directly.
The platform captures continuous, high-fidelity video playbacks of real user sessions, tracking every mouse movement and click.
Session recording is the foundational feature of this platform. It captures high-fidelity, continuous playbacks of individual user journeys, allowing analysts to watch exact mouse movements, scrolling, and page navigation exactly as the user experienced it. The playback timeline automatically highlights specific activities like clicks or periods of inactivity. A unique selling point of this tool is its "Live View" capability; administrators can literally watch users navigating the site in real-time. Analysts can use a robust filtering system to isolate specific sessions, such as filtering for users who visited a specific checkout page but did not complete a purchase.
The platform functionality features a dedicated Form Analytics dashboard that automatically tracks field abandonment, hesitation time, and completion rates.
The platform includes a specialized Form Analytics module that automatically detects standard web forms and tracks detailed, field-by-field user interaction. Without requiring custom event tagging, it provides specific metrics such as the total form abandonment rate, which exact field caused the user to leave, and "hesitation time" (how long a user pauses before typing into a specific field). This granular data makes it incredibly easy to diagnose problematic forms—such as identifying that a required "Phone Number" field is causing a 40% drop-off. This is a massive advantage over standard analytics tools that treat forms as a single, opaque conversion goal.
The vendor operates as a data processor, relying on strict client-side PII masking to mitigate compliance risks.
The platform is designed to help businesses comply with major privacy frameworks like GDPR and CCPA. The vendor operates as a Data Processor, meaning the client retains full ownership of the collected data. Its strongest compliance mechanism is its aggressive, default client-side PII masking, which prevents sensitive personal data from ever reaching its servers. Furthermore, it provides native tools to process "Right to be Forgotten" requests, allowing administrators to look up and delete specific user recordings. However, achieving full legal compliance still requires the business to correctly integrate the tracking script with a valid Consent Management Platform (CMP) on their website.
Standard retention limits are strictly capped at 30 days for session recordings across most plans, limiting historical analysis.
Because high-fidelity session recordings require massive server storage, the platform enforces very strict data retention limits. On standard plans, granular session recordings, heatmaps, and form analytics data are only retained for 30 days before being automatically and permanently purged. While enterprise or custom tiers can sometimes extend this limit slightly (e.g., to 60 or 90 days), the platform fundamentally does not support long-term historical archiving of user journeys. This aggressive purging aligns well with GDPR data minimization principles but forces analysts to act quickly on UX insights; year-over-year behavioral comparisons using this tool are impossible.
This capability includes an integrated survey and polling tool, allowing teams to trigger contextual questions based on user behavior.
To supplement its passive observation tools, the platform features an active Voice of Customer (VoC) module. Users can easily build interactive polls and surveys that appear directly on the website. A major advantage is the behavioral triggering: surveys can be configured to pop up only when specific conditions are met, such as when a user shows exit intent, visits a specific URL, or remains on a checkout page for more than 60 seconds without acting. Because this tool is integrated with the core platform, analysts can gather immediate, qualitative feedback exactly when users experience friction, directly asking them what prevented them from completing a goal.
The platform functionality lacks automated, AI-driven friction scoring (like "rage clicks"), relying instead on manual filtering of session recordings.
Unlike some of its direct competitors in the behavioral analytics space, this platform does not currently feature a highly automated, machine-learning-driven friction detection engine. It does not automatically calculate a "Frustration Score" for sessions or explicitly flag specific "rage click" or "dead click" events on the playback timeline. To find usability issues, analysts must rely on manually filtering the session recording list (e.g., filtering for users who abandoned a form or viewed an error page) and then actively watching the videos to spot the friction points themselves. This requires significantly more manual effort from the UX team during analysis.