This conversion analysis feature provides a dedicated funnel reporting tool that tracks user progression through specific pages and links directly to drop-off recordings.
The platform includes a straightforward, native funnel analysis tool designed to measure conversion drop-offs. Analysts can build step-by-step funnels by defining a sequence of page URLs or specific custom events. The resulting visualization clearly shows the percentage of users advancing or abandoning at each stage. Similar to its premium competitors, a key strength is the integration with session replays: analysts can click directly on any drop-off step in the funnel to instantly watch the video recordings of the specific users who failed to convert. This immediately transitions the analysis from identifying a quantitative problem to observing the qualitative cause.
PII masking natively excludes keystrokes and masks input fields to ensure sensitive personal data is not captured in session recordings.
To maintain privacy compliance during session recording, the platform employs strict client-side data masking. By default, the tracking script excludes all user keystrokes; any text entered into standard input fields, password boxes, or forms is automatically masked (typically replaced with asterisks) before the data is transmitted to the server. Furthermore, administrators can manually configure the platform to mask specific on-page HTML elements (like a user's account balance) by adding specific CSS classes to their website's code. This ensures that session replays and heatmaps remain useful for UX research without exposing the business to the legal risks of capturing Personally Identifiable Information (PII).
The platform automatically generates an extensive suite of heatmaps, including click, scroll, attention, movement, and geographical maps.
Heatmap generation is a core strength of this tool, and notably, it generates six different types of heatmaps automatically for every page without requiring manual pre-configuration. These include standard Click maps and Scroll maps, alongside Movement maps (tracking mouse cursor paths), Attention maps (calculating time spent on specific page sections), Geo maps (visualizing user location data), and Live heatmaps (overlaying data on dynamic site elements). Because this data is captured continuously, analysts can retrospectively view heatmaps for any specific date range or segment them by traffic source to see, for example, how paid ad traffic interacts with a landing page differently than organic traffic.
This playback capability captures continuous video playbacks of user sessions, allowing teams to observe exact mouse movements, clicks, and page navigation.
Session replay is the primary feature of the platform, providing high-fidelity visual recordings of real user experiences. It captures the entire user journey continuously across multiple pages within a session. The playback interface includes a timeline that highlights specific interactions and automatically flags periods of user friction, such as click-rage or form-submit errors. Analysts can use a robust filtering system to find specific sessions, such as filtering for users from a specific country, using a specific browser, or users who visited the checkout page but did not complete a purchase. This significantly accelerates the process of diagnosing website bugs and UX flaws.
The feature features a dedicated Form Analytics module that tracks field-by-field interactions, measuring drop-offs, hesitation time, and refill rates.
A major differentiator for this platform is its highly specialized, out-of-the-box Form Analytics module. Unlike general analytics tools, it automatically detects web forms and tracks how users interact with each individual input field. The dashboard provides detailed metrics such as form abandonment rates, blank field submissions, the exact amount of time users hesitate before typing (hesitation time), and how often users have to delete and re-type information (refill rate). This granular, field-level data makes it incredibly easy for marketers and UX designers to identify exactly which question is causing users to abandon a lead generation or checkout form.
The vendor ensures strong compliance by masking PII natively, storing European data locally, and operating strictly as a data processor.
The platform is engineered to align strictly with major privacy frameworks, particularly GDPR and CCPA. The vendor operates exclusively as a Data Processor, meaning clients retain full ownership of their data. For European customers, it offers local data residency, ensuring all recordings and heatmaps are stored on servers within the EU. Its default exclusion of keystrokes and aggressive PII masking significantly reduces compliance risks. Additionally, it provides built-in tools for processing user data deletion requests. However, businesses must still ensure they correctly implement a Consent Management Platform (CMP) on their site to manage user cookie preferences legally before the tracking script fires.
The platform allows for the export of aggregated session and heatmap data via CSV or its REST API, but lacks direct data warehouse streaming.
The tool offers accessible data extraction options for users who need to analyze their metrics externally. Users can manually download CSV files containing aggregated heatmap data, form analytics metrics, or lists of session recording metadata (such as duration, location, and applied tags). For automated workflows, a REST API allows developers to programmatically extract this data to feed internal dashboards. However, unlike enterprise-tier platforms, it does not offer native, automated streaming pipelines (like direct integrations with Google BigQuery or Amazon S3) for continuously exporting massive volumes of raw, user-level behavioral JSON data into external data warehouses.
Data retention policies are strictly defined by the subscription tier, typically ranging from 1 to 12 months for session recordings.
Because storing video-like session replays is highly resource-intensive, data retention limits are strictly enforced based on the chosen premium plan. Entry-level accounts typically retain session recordings and detailed heatmap data for only 1 to 3 months. Higher-tier enterprise plans can extend this retention up to 12 months, allowing for robust year-over-year UX comparisons and historical bug investigations. Once the contract limit is reached, the granular behavioral data is permanently purged from the vendor's servers to comply with data minimization principles. Organizations needing to archive specific critical user sessions must manually download the recordings before they expire.
The platform provides SAML-based Single Sign-On, but restricts this enterprise security feature strictly to high-tier plans.
To support larger organizations with strict access control requirements, the platform supports SAML 2.0 Single Sign-On (SSO). This allows IT teams to integrate the analytics tool with major identity providers like Okta, Microsoft Entra ID (Azure AD), and Google Workspace. By enabling SSO, companies can enforce mandatory multi-factor authentication and manage user provisioning through their centralized corporate directory. However, this feature is highly restricted; it is not available on entry-level or mid-tier premium plans, forcing organizations to upgrade to custom, high-tier Enterprise contracts simply to unlock basic corporate security integrations.
The platform functionality features interactive feedback campaigns, allowing teams to trigger custom surveys based on specific user behaviors.
Beyond session recordings, the platform includes a native Feedback Campaigns module. Marketers and UX teams can build custom, multi-step surveys and trigger them to appear dynamically on the website. A key advantage is the behavioral targeting: surveys can be configured to appear only when a user shows exit intent, scrolls to a specific depth, or visits a specific URL. Because this feedback is captured within the same platform as the session recordings, analysts can often cross-reference a user's qualitative survey response (e.g., "I couldn't find the shipping cost") directly with the video recording of that exact user's session.
The feature automatically flags negative UX indicators, calculating a dynamic "Friction Score" for every recorded session.
The platform features a highly automated friction detection system designed to save time during qualitative analysis. It continuously scans recorded sessions for specific user struggles, automatically tagging videos that contain "click-rage," "bounce," "speed-browsing," or excessive scrolling. It then aggregates these signals to calculate a unified "Friction Score" for each individual session. Analysts can instantly sort their recording library to view only the highest-friction sessions, bypassing thousands of normal visits. This allows UX teams to immediately focus their efforts on diagnosing and fixing the specific UI elements that are actively frustrating users.