A graphical representation of data where varying degrees of a single metric are shown using colors.


Heatmaps are often used by online marketers to show what percentage of people interacted with different parts of a web page, whether it is via eyetracking, clicktracking, mousetracking, etc. The most-used parts of the page are often displayed with dark red, with less viewed parts displayed as lighter red, orange, yellow, etc. This can be a very powerful tool when preparing website navigation and sales copy.


Heatmap functionality is often bundled with other conversion-oriented tools in all-in-one suites:

Mouseflow – has a “free forever” plan and a free trial.

Hotjar – has a “free forever” plan and a free trial.

Inspectlet – has a “free forever” plan.

see also: Web Analytics Tools
see also: Analytics Discounts category at

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Web Analytics Courses – compare at the big list of online courses.


Useit: Eyetracking Research – includes “Eyetracking Web Usability” book excerpt, related articles, plus free 159-page “Eyetracking Methodology” report

Related Terms

view all terms in the Web Analytics glossary or all terms in the Digital Marketing glossary