analytics-dictionary / term / tracking & measurement
Heatmap
A heatmap is a visual overlay that shows where users click, move and scroll on a page.
Written by Reflective Data experts · updated Oct 5, 2026
Warmer colours mark areas with more interaction. Click maps, scroll maps and move maps help you see whether visitors notice key elements, or never scroll far enough to find them.
Heatmaps suggest hypotheses rather than prove them. Validate what you see with an A/B test.
related
A/B testForm analyticsOn-site polls
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