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Why Product Analytics?

Why do you need a robust analytics tool?

PMs often wonder why they should invest in Product Analytics. This page provides some answers.




“What gets measured, gets managed”

– Peter Drucker

For years product decisions were shaped by instinct, experience, and interviews. Product Analytics makes these decisions rigorous and reliable.

Why? Because product analytics tells you what is happening in your product. It tells you who uses your product, and how. It lets you segment users to personalize their interactions. It identifies moments of friction in your product, and helps you diagnose them.

With product analytics, you can measure the success of any feature or experience and tie product decisions to larger business metrics.

Finally, analytics tools like Heap let you explore your product to unearth new correlations that can dramatically impact your business.

With Product Analytics, you can:

Run experiments and test hypotheses

Run endless experiments in your product. Test new features. Roll out changes. Fix problems and innovate on solutions.

Then tie all of these to quantifiable success metrics that tell you how well any part of your product is working.

Justify value

Answer questions

What about Google Analytics?

Google Analytics is often an entry point into Product Analytics. But here’s the thing:

Google Analytics was created when websites were mostly static pages. As a consequence, it tracks sessions and page views. It was made for marketers interested in calculating ad spend, SEO, and SEM.


Today’s digital products: more complicated than Google can handle

Today we have buttons, features, CTAs, user flows. GA cannot measure these.

Nor can GA tell you who your users are. Which segments of users take different activities in your product? GA can’t tell you. If a user visits your site on web and mobile, GA can’t tell you that those visits came from a single user.


Non-actionable information

GA gives you a distant view of your users, and a lot of non-actionable information. Page views and SEO information aren’t the types of things that help you build better products.

A good analytics tool should provide true insight: information that leads to action.

Zero exploration

Your analytics tool should enable exploration, not just reporting.

If your goal is asking “how did we do,” GA can help. If it’s to ask “what should we do,” GA is a no go.

Measure Behavior

Getting started is easy

Interested in a demo of Heap’s Product Analytics platform?
We’d love to chat with you!