– 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:
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 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.