Hotjar

Category: Analytics/Attribution

Heatmaps and session replay for marketers who need answers, not a data team.

Hotjar is the SMB and mid-market heatmap, session replay, and feedback tool, install a snippet, see where users click, scroll, get stuck, drop off. Acquired by ContentSquare in 2024 but remains a standalone product with its own pricing tier. AI features added survey summarisation and insight generation. Used by virtually every marketing team running CRO at SMB or mid-market scale. Pricing is fair; the free tier is workable for evaluation.

Our verdict

The default for heatmaps, session replay, and basic user feedback on smaller sites. Worth using as a low-cost option when you need behavioural insight and don't yet need ContentSquare-level depth.

Best for: SMB and mid-market marketers running CRO with heatmaps, session replay, and user feedback.

Pros

• Industry standard for SMB and mid-market CRO
• Generous free tier
• Heatmaps, session recording, feedback in one tool

Cons

• Sampling on free and lower tiers can limit visibility
• Less AI-driven insight than ContentSquare
• Pricing tier features can take time to map to your use case

Pricing: Free + paid from $32/mo (Freemium)

Rating: 4/5