A Smarter Approach to Customer Data

Virtual Events

Product teams shouldn’t have to waste time hard-coding events. With Virtual Events, you can retroactively name and manage customer interactions without ever touching your codebase.

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What is a Virtual Event?


A Virtual Event is a way to apply labels to raw data without modifying that data. You can assign multiple labels to the same autocaptured interaction, even retroactively. This gives you extreme flexibility and keeps both your dataset and your analyses clean and trustworthy, forever.

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Retroactive Data With Clicks, Not Code

Anyone (not just engineers) can create Virtual Events in Heap with a point-and-click UI. Add new Events as new questions come up, and get answers in seconds.

Ultimate Flexibility

Virtual Events are created in Heap, not in your codebase. They live in a layer above the autocaptured data, so you can change, combine, and delete them without losing data or needing to wait for new data.

A Trustworthy, Clean Dataset

Since Virtual Events are created without code, they can be modified and updated at any time. With Heap, you can ensure your data set is up-to-date, neatly named, and trusted by everyone as your product grows.

Our Customers

We chose Heap because we wanted more flexibility so that we could learn and adapt to what worked best for us.

David Lee
VP Engineering, NatureBox

Modernize Your Analytics

Modernize Your Analytics

Our virtualization tools allow anyone to get insights in minutes.

  • Point-and-Click Editor: Event Visualizer allows you to codelessly create new Virtual Events
  • Retroactive Definitions: Virtual Events apply across the entire dataset so new questions can be answered immediately
  • Virtual Properties: Combine different property values and renamed properties to create updated key-value pairs

Decouple Analytics from Code

Decouple Analytics from Code

Ensure your company is working from the same data.

  • Flexible: Easily modify, merge, or create definitions as your KPIs change and your business evolves
  • Controlled: Collaboration is easy – any update applied retroactively, across the entire platform. This keeps your team operating with a trusted set of definitions and frees you to make decisions, not figure out who has the correct dataset
  • Organized: Our living event dictionary keeps your Virtual Events, cohorts, and properties organized
Hard-Coded Events
  • Tied to your codebase
  • Only available once you start logging
  • Updating data results in complete loss of old data
  • Hard to scale because metrics and products change
  • Outdated, static tracking plan
Virtual Events
  • Decoupled from codebase
  • Fully retroactive
  • No permanent data loss
  • Grows with your business; dynamic
  • Living, modifiable tracking plan

Whitepaper: Why Data Virtualization is an Analytics Game Changer

Unlock the full potential of your product data with the power of data virtualization.

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Heap’s CTO Demystifies Data Virtualization


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