A Smarter Way to Build Products
The world’s fastest-growing companies are using product analytics to understand their customers, prioritize features, and increase the value of their products.
To me, Heap is to Product Managers what Google Analytics is to Marketers.
Senior Product Manager, Guild Education
Product Managers Are The Builders Of Our Time
A Smarter Method
Modern Product Management
Why Product Analytics?
Product Managers face a new landscape.See it in Action
Today’s product managers face a host of responsibilities. They have to ship new features. They have to construct an engaging user experience. They have to create value for their users. They have to define their product’s future roadmap. They have to constantly find product-market fit. They have to prove ROI. They have to stay on top of everything that works in their product, and everything that doesn’t.
Product Analytics gives product managers the power to measure, experiment, and build with truth. Armed with product analytics – verifiable, measurable, actionable data about how people use their products – today’s PMs can innovate faster and more accurately than ever before.
What gets measured, gets managed.
Legendary Business Thinker
Product Analytics Is Jet Fuel For Your Product
Are you growing as fast as you could be?
Companies use product analytics to understand user behavior and improve their product. Teams involved in improving the customer experience use data from product analytics to understand performance, decide where to deploy resources, and measure impact.
Product analytics enables product teams to measure and improve:
- Conversion rates
- New user activation
- Product engagement
Why Google Analytics Is Not Enough
GA IS NOT ENOUGH
All analytics platforms are the same, right? Wrong.
Google Analytics is free, but it was also built for traditional marketers at a time when websites were static brochures, and digital products like mobile apps and B2B SaaS simply didn’t exist.
While GA is fine for calculating return on ad spend, SEO, and SEM, it cannot tell you what users do once they’re in your product – what they do while there, what they click on, which behaviors drive successful outcomes, which segments of users are associated with different activities, and so on.
It’s these activities that are crucial for PMs to track. Modern-day product managers need more out of an analytics tool. They need to be able to understand user behavior, segment users by cohorts, and measure retention.
Move Up The Product Analytics Maturity Curve
Teams will often start with Google Analytics or another free analytics tool, and that’s helpful in the early days. The best performing product and growth teams quickly find themselves needing more, and make an investment in product analytics.
Product analytics helps product teams prioritize their most impactful work.
As a PM, questions like, “What actions do users perform the most?” “Which features get used least?” “What types of users end up sticking around after 30 days?” “What are some common behaviors of my highest-paying customers?” are incredibly valuable for understanding how to your product better.
Product Analytics vs Other Analytics Tools
- Built for product teams
- Built on behavioral event data
- Ability to map individual user behavior
- Ability to segment users
- Ability to build cohorts based on in-product behavior
- Product-specific reporting modules (feature engagement, retention, etc)
- Granular steps in funnels
- Built for marketers
- Built on a pageview paradigm
- Can’t pass in identifying data
- Limited segmentation functionality
- Can’t segment based on behaviors
- Marketing-specific reporting modules
- Funnels based on pageviews