Why you need a Digital Insights Platform

What is a Digital Insights Platform, and why do you need it?

If you own a digital experience or are responsible for building one, you might be wondering why you should invest in a digital insights solution.

This page provides some answers.

Building a digital experience is hard. Digital insights make it easier.

Building a great digital experience requires creativity and focus. But most of all, it requires seeing how people interact with your website, product, or mobile app, so you can know what's working and what isn't.

A Digital Insights Platform tells you what is happening in your product, mobile app, or web experience. It tells you who is visiting, what they’re doing, and why. What are people clicking on? Which features do they love, or hate? Which paths are they taking through your experience, and why?

Digital insights provide the answers to all of these questions, and more. Without that information, you’re left to guess what needs to change. With it, you know exactly the right decisions to take.

It gets better: the best Digital Insights Platforms use data science to automatically locate the hidden opportunities that have the greatest potential for impact.

Learn more about product analytics

Website with various lines to important user tracking points such as pageview, form fill, click, tap and/or swipe. All data is directed to the Heap logo.

Build a better digital experience

The best way to build a great digital experience is to take what you have, see how people are using it, then measure and improve. A Digital Insights Platform makes it easy to do just that:

  • It tells you who uses your product or mobile app, and how.

  • It lets you segment users to personalize their interactions.

  • It identifies moments of friction in your product, mobile app, or cross-platform experience, and helps you diagnose them.

When you know precisely how people are interacting with your digital experience and why, you can create the products that keep customers coming back for more.

Optimize conversion funnels. Personalize onboarding flows. Identify behaviors that lead to retention, and build your experience around them.

Web page that shows breadth, depth, sentiment, frequency and usability as the five core product metrics

Measure success for tangible ROI

From a business perspective, a better digital experience is one that generates more revenue. Changes in your product, user experience, or customer journey need to produce tangible ROI.

With a Digital Insights Platform, you can measure the success of your digital experience and establish meaningful KPIs at all levels.

You can then use these core metrics to measure the impacts of decisions, isolate problem areas, prioritize efforts, and tie granular activities (like form or workflow completions) to high-level business metrics.

Learn About Product Metrics

Data Science with a bar chart and correlations with a donut chart and data flowing into the same digital insights platform.

Discover hidden connections

A great Digital Insights Platform will not only show you everything your users are doing, but will also tell you what’s most important.

Rather than sifting through vast quantities of user data yourself, Digital Insights tools that are equipped with Data Science capabilities will uncover the most significant — and often unexpected — correlations that lead to the biggest business impact.

It’s like having an entire team of developers along with an entire team of data scientists working inside a single platform.


We were able to increase adoption of templates by 20% by making the feature more discoverable and making tweaks. Heap data was at the core of this.

Freshworks, Gireesh Subramanian

Gireesh Subramanian

Director of Product Management

What about other analytics tools?

Many product analytics platforms promise insights. But the truth is that you can’t trust insights that come from an incomplete set of data.

Since most product analytics tools use manual tracking to capture data, they rely on just a fraction of user behavior to generate insights. Because Heap’s powerful data-science layer is built on a complete and well-governed data foundation, we’re able to quickly surface the patterns and trends that really matter, which are often things you never would’ve thought to consider.

See how Heap stacks up against our competitors (spoiler alert: we tick all the boxes).