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Especially when there are better and a little cheaper alternatives. For example I don't see mouse move and scroll events in their demo so it's not "capture everything". For example http://clicktale.com or http://mouseflow.com can record mouse movements too and has better visualization using heatmaps instead just the list of elements clicked.

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It's quite different. Clicktale and Mouseflow capture a similarly large volume of user data, but they do it at the expense of flexibly quantifying that data.

Most of their visualizations - while useful in their own right - are pre-built reports that serve a different role than the flexible reporting capabilities in Heap (and Google Analytics et al).

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