User Behavior

Heatmap analysis is a set of color overlays that aggregate how people interacted with a page: where they clicked, how far they scrolled, which area collected clicks, which clicks were associated with ecommerce purchases, or how long a section stayed in view. A heatmap is an observation. It does not

Event tracking records a named action on a website or app, with enough context to use that action in a report or a bid. Clicks, downloads, form successes, purchases, and media plays are useful only when each one has a trigger, an owner, and a decision it can change. Extra