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Technology · head to head

Heap vs Marketing Evolution

Heap logo

Heap

Technology

Product analytics for the modern product team

From
Free
Rated
-
Full reviewWebsite
Marketing Evolution logo

Marketing Evolution

Marketing

Advanced marketing analytics and attribution modeling

From
$5000/month
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; Marketing Evolution pricing not published on vendor website; enterprise data infrastructure platform requires custom quote
  • They diverge on capability: Heap covers Autocapture, Marketing Evolution covers Multi-touch attribution.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Heap and Marketing Evolution actually diverge.

Attributes where Heap and Marketing Evolution differ
AttributeHeapMarketing Evolution
Starting priceFree$5000/month
Pricing modelUnknownsubscription
Free tierYesNo
PlatformsWeb, iOS, AndroidWeb, Api, Analytics
CategoryTechnologyMarketing
Founded20132008

Identical on both: 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 Marketing Evolution

  • Multi-touch attribution
  • Marketing mix modeling
  • Channel performance
  • ROI analysis
  • Forecasting
  • Budget optimization
  • Custom reporting
  • Advanced analytics

Both cover

  • Salesforce
  • Google Ads
  • Facebook Ads
  • Segment
  • SOC2

What people use each for

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

Heap

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

Marketing Evolution

  • Marketing data unification across paid, owned, and third-party data sourcesnot Heap
  • Attribution modeling and customer journey reconstructionnot Heap
  • AI-agent-ready marketing data context and business ontologynot Heap
  • Marketing budget planning and scenario simulation with Darwin toolnot Heap
  • Cross-channel performance monitoring and KPI standardizationnot 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

Marketing Evolution

  • Pricing not published on vendor website; enterprise data infrastructure platform requires custom quote

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

Marketing Evolution

$5000/month
  • Professional$5000/month
    • Basic attribution modeling
    • Multiple channels
    • Monthly reporting
  • Enterprise$undefined/month
    • Advanced attribution
    • Unlimited channels
    • Real-time analysis
  • Custom$undefined/month
    • Custom implementation
    • Professional services
    • Consulting included

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 Marketing Evolution if

  • You need multi-touch attribution.
  • You work on Web, Api, Analytics.
  • You also want marketing mix modeling.
Marketing Evolution review

Questions people ask

Is Heap or Marketing Evolution better?
Neither clearly leads. Heap starts at Free and Marketing Evolution at $5000/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Heap or Marketing Evolution?
Heap has a free tier; the other does not. Paid plans start at Free for Heap and $5000/month for Marketing Evolution.
Does Heap or Marketing Evolution run on more platforms?
Heap runs on Web, iOS, Android. Marketing Evolution runs on Web, Api, Analytics.
Can I use Heap for free?
Yes. Heap has a free tier, so you can try it without paying. Marketing Evolution starts at $5000/month.
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 Marketing Evolution is typically brought in for.
What can Heap do that Marketing Evolution cannot?
Heap covers Autocapture, Retroactive analytics, Session replay, Funnel analysis. Marketing Evolution covers Multi-touch attribution, Marketing mix modeling, Channel performance, ROI analysis. Both handle Salesforce, Google Ads, Facebook Ads, Segment.

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
Marketing Evolution: How much does Marketing Evolution Substrate cost?

Marketing Evolution does not publish pricing on its website. The Substrate platform is sold through enterprise contracts requiring custom quotes.

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
Marketing Evolution: What is the cost of Darwin proactive intelligence?

Darwin is included with the Substrate platform. Marketing Evolution does not publish per-user or per-instance pricing on its website.

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
Marketing Evolution: Does Marketing Evolution offer a free trial?

Marketing Evolution directs users to request a demo or get started on the website. No free trial period is mentioned or offered.

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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