The best part of using Heap is being able to define specific "funnels" to understand at what point in your website flow users are dropping off. It helps to identify what areas need UI/UE improvements. If someone is dropping off at an obscure place in the page flow we can identify any issues or areas that need improvement quickly.
It's easy to filter site traffic and section off into various categories to understand where visitors go after clicking a specific ad.
You can also set up "Dashboards" to organize your reports and get a bird's eye view of all incoming data related to those reports.
Another cool feature is the "event visualizer" which allows you to browse your website and define events visually. For example, while using the visualizer, you can click buttons on your website and turn that into an "event" in HEAP. You can then go back into HEAP and pull data showing how many visitors clicked that button, along with other actions they took surrounding that action. The best part is, events are retroactive as far back as the date you first added the HEAP code to your website. Review collected by and hosted on G2.com.