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VIRTUAL EVENTS

The New Standard in Tracking Customer Data

Hard-coded events should be the exception, not the norm. Virtual Events retroactively name and manage any customer interaction without touching your codebase.

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  • Decouple Analytics from Code Icon

    Decouple Analytics from Code

    Accelerate time to insight without waiting for deploy cycles. Virtual Events have no implementation overhead and are completely retroactive, so you have immediate access to data when new questions arise. Implement and iterate 10x faster.

  • Make Changes Without Breaking Your Tracking Code Icon

    Make Changes Without Breaking Your Tracking Code

    Virtual Events are modifiable, deletable, and extendable without altering your codebase, throwing out “old” data, or munging data downstream. Never dig through your site’s HTML or reference an outdated tracking plan again.

  • Trust Your Data Icon

    Trust Your Data

    How Virtual Events are defined automatically propagates across your entire system. Always have access to what an event means, who defined it, and when it was last updated. Learn more about why Heap delivers data you can trust.

Virtual Events increased Sur La Table's access to trustworthy data. With instant access to a retroactive data set, the e-commerce team at Sur la Table was able to use granular behaviors to inform design and customer outreach strategy.

Learn more about Sur La Table and Heap.

“Because of the way Heap works it’s so much easier to get information on every single event or button on the website so we don’t need to wait for IT and a whole QA cycle to spin up a new event…Heap is really great because we haven’t had this granular data before.”

Walter Euyang
Walter Euyang, Ecommerce & Marketing Analyst
Introducing Virtual Events

Virtual Events are the foundation for next-generation customer data infrastructure:

  • Need new events to answer questions? Retroactively define Virtual Events.
  • Site changes shouldn’t mean broken data. Merge old and new events so your data keeps up with your company’s growth.
  • Need a View Page and View Signup Page event? You shouldn’t need two api calls for the same data point.

Hard-Coded Events

Virtual Events

  • Tied to your codebase
  • Decoupled from codebase
  • Only available once you start logging
  • Fully retroactive
  • Updating data results in complete loss of old data
  • No permanent data loss
  • Hard to scale because metrics and products change
  • Grows with your business; dynamic
  • Outdated, static tracking plan
  • Living, modifiable tracking plan
Hard-Coded Events
  • Tied to your codebase
  • Only available once you start logging
  • Updating data results in complete loss of old data
  • Hard to scale because metrics and products change
  • Outdated, static tracking plan
Virtual Events
  • Decoupled from codebase
  • Fully retroactive
  • No permanent data loss
  • Grows with your business; dynamic
  • Living, modifiable tracking plan
Easy-to-Use

Our virtualization tools allow anyone to get insights in minutes:

  • Point-and-Click Editor: Event Visualizer allows you to codelessly create new Virtual Events
  • Retroactive Definitions: Virtual Events apply across the entire dataset so new questions can be answered immediately
  • Virtual Properties: Combine different property values and renamed properties to create updated key-value pairs
Improve Operational Efficiency

Ensure your company is operating off of shared context:

  • Flexible: Easily modify, merge, or create definitions as your KPIs change and your business evolves
  • Controlled: Collaboration is easy – any update applies retroactively, across the entire platform so you can operate with a trusted, unified set of definitions. Spend time talking about decisions, not who has the correct dataset.
  • Organized: Our living event dictionary keeps your Virtual Events, cohorts, and properties organized and complete with business context

Thousands of companies choose Heap for automatic, retroactive insights. Companies like Naturebox, Sur la Table, Microsoft, and Harman trust Heap to deliver insights fast.

Learn more about how Heap's unique infrastructure powered Naturebox's data team »

“We chose Heap because we wanted more flexibility so that we could learn and adapt to what worked best for us.”

David Lee
David Lee, VP Engineering

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