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Technology · head to head

Heap vs Looker

Heap logo

Heap

Technology

Product analytics for the modern product team

From
Free
Rated
-
Full reviewWebsite
Looker logo

Looker

Spreadsheets

Modern business intelligence platform by Google

From
On request
Rated
-
Full reviewWebsite

The short version

  • Only Heap has a free tier, so it costs nothing to try first.
  • Each has a real cost: Heap no built-in A/B testing or feature flags; requires integration with separate tools for experimentation; Looker no pricing published on website; quote-based model requires contacting Google Cloud sales
  • They diverge on capability: Heap covers Autocapture, Looker covers LookML Data Modeling.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Heap and Looker actually diverge.

Attributes where Heap and Looker differ
AttributeHeapLooker
Starting priceFreeOn request
Free tierYesNo
PlatformsWeb, iOS, AndroidWeb, Cloud (Google Cloud Platform)
CategoryTechnologySpreadsheets
Founded20132008

Identical on both: pricing model (Unknown), user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Heap

  • Autocapture
  • Retroactive analytics
  • Session replay
  • Funnel analysis
  • User segmentation
  • Path analysis
  • Data science
  • Virtual events

Only in Looker

  • LookML Data Modeling
  • Embedded Analytics
  • API Access
  • Version Control
  • Data Actions
  • BigQuery
  • Snowflake
  • Redshift

Both cover

  • Salesforce

What people use each for

The jobs each tool is most often brought in to do.

Heap

  • User behavior analysisnot Looker
  • Conversion optimizationnot Looker
  • Product adoptionnot Looker
  • Customer journey mappingnot Looker
  • A/B testing analysisnot Looker

Looker

  • Business intelligence and interactive dashboards for data-driven decision makingnot Heap
  • Embedded analytics for integrating BI capabilities into third-party applicationsnot Heap

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Heap

  • No built-in A/B testing or feature flags; requires integration with separate tools for experimentation
  • Group analytics and advanced features require a sales conversation, not self-serve
  • Cloud-only deployment; no self-hosted option for data security or compliance requirements
  • Session replay lacks developer debugging tools compared to PostHog
  • Pricing for Growth and Pro plans requires direct sales contact; no transparency on how pricing scales

Looker

  • No pricing published on website; quote-based model requires contacting Google Cloud sales
  • Pricing typically based on user count, deployment type, and feature requirements with no transparency

Pricing, plan by plan

Heap

Free
  • FreeFree
    • Up to 10,000 monthly sessions
    • Basic charts
    • 6 months data history
  • Growth$undefined/custom
    • Custom session pricing
    • Sense AI assistant
    • 12 months data history
  • Pro$undefined/custom
    • Custom session pricing
    • Account analytics
    • Engagement matrix
  • Premier$undefined/custom
    • Custom session pricing
    • Data warehouse integration
    • Unlimited projects

Looker

On request

No published plan breakdown. See the Looker review.

Which should you pick?

Choose Heap if

  • You need autocapture.
  • You want to start without paying.
  • You work on Web, iOS, Android.
  • You also want retroactive analytics.
Heap review

Choose Looker if

  • You need lookml data modeling.
  • You work on Web, Cloud (Google Cloud Platform).
  • You also want embedded analytics.
Looker review

Questions people ask

Is Heap or Looker better?
Neither clearly leads. Heap starts at Free and Looker at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Heap or Looker?
Heap has a free tier; the other does not. Paid plans start at Free for Heap and On request for Looker.
Does Heap or Looker run on more platforms?
Heap runs on Web, iOS, Android. Looker runs on Web, Cloud (Google Cloud Platform).
Can I use Heap for free?
Yes. Heap has a free tier, so you can try it without paying. Looker starts at On request.
What is Heap best used for?
Heap is most often used for user behavior analysis, conversion optimization, product adoption, customer journey mapping. Of those, user behavior analysis and conversion optimization are not what Looker is typically brought in for.
What can Heap do that Looker cannot?
Heap covers Autocapture, Retroactive analytics, Session replay, Funnel analysis. Looker covers LookML Data Modeling, Embedded Analytics, API Access, Version Control. Both handle Salesforce.

Answered from the vendors’ own pages

Heap: What does Heap's autocapture feature do?

Heap's autocapture is a single code snippet that automatically captures every click, swipe, tap, pageview, and form fill on your website and apps without requiring manual event setup. Once installed, Heap captures the entire digital experience of every user on every platform with no ongoing engineering maintenance needed.

Source
Looker: How much does Looker cost?

Looker does not publish pricing on its website. The platform uses a custom quote model where organizations contact Google Cloud sales for personalized pricing. Pricing is typically based on factors including user count, deployment type (cloud-hosted versus self-hosted), and required feature set.

Source
Heap: What are Heap's pricing plans and how much do they cost?

Heap offers a Free plan for up to 10,000 monthly sessions. Growth, Pro, and Premier plans use custom session-based pricing that requires contacting sales for a quote. Free includes basic charts and 6 months data history. Growth adds the Sense AI assistant. Pro adds account analytics. Premier adds data warehouse integration and dedicated customer success management.

Source
Looker: What are Looker's pricing tiers?

Looker offers subscription-based tiers typically including Standard with core BI capabilities, Advanced with enhanced features and integrations, and Premium with enterprise-grade features. Specific pricing and feature distinctions require contacting Google Cloud sales.

Source
Heap: Does Heap include session replay and A/B testing?

Heap includes integrated session replay showing exactly what users did on your site. However, Heap does not include built-in A/B testing or feature flags. Teams requiring these capabilities must use separate tools or integrate with third-party platforms.

Source
Heap: What integrations does Heap support?

Heap supports over 100 integrations connecting to business tools including marketing platforms, CRMs, and data warehouses. This allows insights to reach relevant teams and ensures data flows to other business systems automatically.

Source
Heap: Does Heap offer self-hosting or is it cloud-only?

Heap is cloud-only and does not offer self-hosted options. Organizations requiring on-premises deployment should consider alternatives like PostHog which supports self-hosting alongside its cloud product.

Source
Heap: What is Sense and how does it help with analytics?

Sense Chat is Heap's AI assistant that enables users to access analytics without extensive technical knowledge. It allows teams to ask questions about user behavior and get answers directly without lengthy onboarding or technical expertise, making insights more accessible to non-technical stakeholders.

Source
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