MarTech Audit
Build a StackBrowse ToolsCategoriesCompareBlog
Build a StackBrowse ToolsCategoriesCompareBlog
Stack AuditContact

MarTech Audit

Free marketing tech stack audit tool. Compare marketing tools, score your stack, and find the best martech solutions for your business.

Tool Categories

  • CRM Tools
  • Email Marketing
  • Analytics Tools
  • SEO Tools
  • Marketing Automation

Resources

  • All Marketing Tools
  • Browse Categories
  • Stack Audit
  • Compare Tools
  • Stack Builder
  • Blog
  • Contact Us

MarTech Audit — Free marketing technology stack comparison tool. Built in Phoenix, AZ. Data verified March 2026.

Sponsored by Helios AI Services — Custom AI tools for small businesses.

Tools/Analytics/Hotjar

Hotjar

Product teams and marketers who want to see exactly how users interact with their pages

Freemiumbar-chart Analytics
Visit Website

Reviews

4.5 / 5810 reviews

G2 Satisfaction Scores

Ease of Use
9.0
Ease of Setup
8.9
Quality of Support
8.5
Meets Requirements
8.6
Ease of Admin
8.8

Rating Distribution

5 star
47%
4 star
34%
3 star
12%
2 star
5%
1 star
2%

+ Heatmaps and session recordings make user behavior instantly visual and understandable

+ Dead simple to install and start getting insights

- Session recording limits on free and lower tiers can be restrictive

“Hotjar showed us that users were completely ignoring our CTA button. One heatmap told us more than a month of A/B testing data.”

Pros

  • + Heatmaps and session recordings make user behavior instantly visual and understandable
  • + Dead simple to install and start getting insights
  • + Built-in feedback widgets and surveys for qualitative data

Cons

  • - Session recording limits on free and lower tiers can be restrictive
  • - Not a replacement for quantitative analytics (GA4, Mixpanel)
  • - Can slow down page load if not configured carefully

Pricing

PlanMonthlyAnnualLimits
BasicFreeFree35 daily sessions; automatic data capture
Plus$32$32100 daily sessions; filter and segment
Business$80$80500 daily sessions; custom integrations
Scale$171$171Unlimited daily sessions; premium support

Free Basic plan (35 daily sessions). Plus $32/mo. Business $80/mo. Scale $171/mo.

Features & Capabilities

Combines quantitative heatmaps with qualitative surveys and feedback in a single toolFastest setup among behavior analytics tools — one script tag, no event configuration neededVisual-first approach makes insights accessible to non-technical stakeholders
FeatureAvailable OnLimits
Heatmaps (Click, Move, Scroll)basic35 daily sessions on Basic; 100 on Plus; 500 on Business
Session Recordingsbasic35 daily sessions on Basic; unlimited on Scale
On-Site Surveysbasic3 surveys on Basic; unlimited on Plus and above
Feedback Widgetsbasic3 widgets on Basic; unlimited on Plus and above
Funnel DashboardsplusUnlimited
User Filtering & SegmentationplusUnlimited
Events APIbusinessUnlimited
Custom IntegrationsbusinessUnlimited
AI Survey GeneratorbasicUnlimited
AI Sentiment AnalysisplusUnlimited
Rage Click & Error DetectionplusUnlimited
Identify API (User Attributes)plusUnlimited

Limitations

  • ! Daily session caps on Basic and Plus plans can miss significant traffic on busy days
  • ! No quantitative event analytics, funnel conversion rates, or retention analysis
  • ! Parent company Contentsquare is merging Hotjar with Heap, creating product direction uncertainty
  • ! Cannot track native mobile apps

Market Intelligence

Who Uses This

Small Business
55%
Mid-Market
30%
Enterprise
15%

Source: G2 reviewer demographics

Top Industries

Marketing and AdvertisingInternetHealth, Wellness and FitnessComputer SoftwareInformation Technology and Services

Is This Right for You?

Team Size
1–50 people
Sweet spot: 3-20
Complexity
simple
Best Industries
ecommercesaasagencies
analytics insightsecommerce saleslead generation

Pairs Well With

google-analytics— Overlay heatmaps on pages identified as high-bounce in GA
hubspot-crm— Identify which CRM contacts engaged with key pages via Hotjar recordings
unbounce— Test landing page variants with heatmap data before A/B testing

Not ideal for: Teams needing product analytics with funnel and retention metrics — Hotjar is qualitative, not quantitative

Setup & Onboarding

Setup time: minutes
Learning curve: minimal
Resources: good

Company Health

Founded: 2014
HQ: Valletta, Malta (remote-first)
Size: 170 employees
Funding: acquired
uncertainHiring: shrinkingSentiment: mixedRecent layoffs
  • Parent company Contentsquare laid off 200 employees in Jan 2024 and again in Nov 2025
  • Contentsquare merging Hotjar and Heap into a single platform
  • Contentsquare launched competitive pricing undercutting Hotjar at $40/mo vs Hotjar $49/mo
  • Contentsquare valued at $5.6B

Product Direction

AI: moderateRisk: highAPI availableEcosystem: moderateSMB friendly

AI Features

  • Hotjar AI research assistant for survey analysis
  • AI-powered survey generator from research goals
  • Automated sentiment analysis and tagging of open-ended responses
  • AI summary of survey findings with actionable recommendations

Recent Launches

  • Hotjar AI survey generator
  • Continuous capture for session recordings
  • Funnel dashboards
  • AI-powered open-ended response analysis

Trust & Security

Compliance

ccpagdprsoc2hipaaiso27001

Security Features

ssoscale
audit logNo
two factorAll plans
ip allowlistNo
role based accessbusiness
encryption at restAll plans

Data Portability

Export formatsCSV
Bulk API exportNo
Lock-in risklow
Status page: https://status.hotjar.com

Support

Channels

emailfree
phoneNo
live chatbusiness
knowledge baseYes
community forumYes
Hoursbusiness hours
Response time< 24 hours
Dedicated CSMscale
Docs qualitygood
Community

Market Position

leaderDominant behavior analytics tool with heatmaps and session recordings, now part of Contentsquare

Top Alternatives

posthog— Open-source with product analytics, feature flags, and session replay in one
mixpanel— Deeper product analytics with advanced funnel and cohort analysis

Switching Awayeasy

Survey responses export via CSV; heatmap data and session recordings cannot be transferred

Transfers
survey responsesfeedback datauser attributes
Doesn't Transfer
heatmap datasession recordingsfunnel configurationsdashboard setups

Time to Value

1-3 daysOne script tag install starts capturing heatmaps and recordings immediately — actionable insights within days

Integrations

google-analyticshubspot-crmslackshopifywordpresswebflowsquarespaceunbounceinstapagesegmentzapier

+ Zapier compatible (connects to 5,000+ apps)

Alternatives in Analytics

Amplitude

Freemium
4.53,141 reviews

Product-led SaaS companies that need deep behavioral analytics and team collaboration

Google Analytics

Free
4.614,682 reviews

Every business — it's the baseline analytics tool that should be on every website

Heap

Freemium
4.41,139 reviews

Product teams that want complete behavioral analytics without manual event tracking setup

Matomo

Freemium
4.4149 reviews

Privacy-conscious businesses in the EU and regulated industries who need full data ownership and GDPR compliance

Mixpanel

Freemium
4.61,403 reviews

Product-led startups that need deep funnel analysis, retention tracking, and user journey insights

Plausible Analytics

Paid
4.880 reviews

Privacy-conscious businesses and developers who want simple, cookie-free analytics

PostHog

Freemium
4.61,083 reviews

Developer-led startups that want a full product analytics suite they can self-host or use in the cloud