Factors.ai vs Heap in 2026: Account-based intent data vs autocapture product analytics
Factors.ai tells B2B marketing teams which companies are worth chasing. Heap tells product teams what every user did inside the product, going back to before anyone thought to track it.
Factors.ai
Heap- Factors.ai identifies and unmasks the companies behind website visits for B2B sales targeting. Heap has no company-identification feature; it tracks individual user behavior inside a product.
- Heap's autocapture records every interaction automatically and lets you define events retroactively from historical data. Factors.ai requires you to already know which accounts and behaviors matter.
- Factors.ai automates LinkedIn ad audiences directly from intent signals through AdPilot. Heap has no advertising automation feature at all.
- Heap has a genuine free tier capped at 10,000 monthly sessions. Factors.ai has no free tier; its entry price is $199 per month.
- Heap Illuminate automatically surfaces which user behaviors correlate with conversion and retention. Factors.ai's equivalent, custom account scoring, requires the $20,000/year Growth plan.
- Both platforms require a sales conversation for their higher tiers: Factors.ai from $6,000/year, Heap from its Growth plan upward with no public pricing.
Factors.ai and Heap sit in the same "Analytics & Reporting" category but solve almost unrelated problems. Factors.ai is a B2B account-based marketing platform: it identifies which companies are visiting your site, scores their intent, and automates LinkedIn ad targeting off that data. Heap is a product analytics platform built around autocapture, recording every click and interaction from day one so you can retroactively define events you never planned to track. One is a GTM tool for revenue teams, the other is a product tool for teams shipping software. The overlap is narrow, but both get shopped by teams trying to understand user behavior at scale.
The tools at a glance
Factors.ai
AI-first ABM platform that turns account intent signals into pipeline actions.
Factors.ai identifies companies visiting your website and unmasks the majority of that traffic to named accounts once you move past the entry Lite tier. It enriches identified accounts with G2 intent data and firmographic signals, then routes that intelligence into LinkedIn ad campaigns through its AdPilot feature.
The platform is built around account-level, not user-level, analysis. It answers "which companies are in-market for what we sell" rather than "what did an individual user do inside our product." Full-funnel attribution credits first-touch, last-touch, and influenced interactions across the buyer journey, feeding a CRM rather than a product roadmap.
Pricing scales steeply: $199/month for basic identification, $6,000/year for account segmentation and CRM sync, $20,000/year for custom scoring and G2 intent, and $30,000+/year for predictive scoring and LinkedIn impression control. This is priced and positioned for revenue teams, not product teams evaluating in-app behavior.
| Feature | Lite $199/month | Basic $6,000/year | Growth $20,000/year | Enterprise $30,000+/year |
|---|---|---|---|---|
| Company identification | ✓ | ✓ | ✓ | ✓ |
| Account segmentation | ✗ | ✓ | ✓ | ✓ |
| Custom account scoring | ✗ | ✗ | ✓ | ✓ |
| Predictive account scoring | ✗ | ✗ | ✗ | ✓ |
Heap
Autocapture product analytics that records every user interaction automatically, so you never miss data from before you knew what to track.
Heap records every click, pageview, and form interaction automatically from a single code snippet, without requiring teams to plan an event taxonomy in advance. Because the data is captured first and defined later, teams can build retroactive events against months of historical behavior the moment a new question comes up.
Heap Illuminate applies automated data science to the full interaction dataset to surface which behaviors correlate most strongly with conversion or retention, removing the need for analysts to hypothesize and manually build funnels. Since the Contentsquare acquisition, Heap users also get access to session replay, heatmaps, and the Sense AI assistant as add-ons.
The free tier caps at 10,000 monthly sessions with 6 months of data history, enough to validate the workflow but too limited for most production apps. Growth, Pro, and Premier all require a sales conversation, and features like data warehouse sync and behavioral targeting are gated behind add-ons or the top tier.
| Feature | Free $0 | Growth Contact sales | Pro Contact sales | Premier Contact sales |
|---|---|---|---|---|
| Monthly sessions | Up to 10k | Custom | Custom | Custom |
| Sense AI assistant | ✗ | ✓ | ✓ | ✓ |
| Account-based analytics | ✗ | ✗ | ✓ | ✓ |
| Data warehouse sync | ✗ | ✗ | Add-on | ✓ |
Head-to-head feature comparison
| Feature | Factors.ai | Heap |
|---|---|---|
| Primary function | B2B account-based marketing intelligence | Autocapture product analytics |
| Company/account identification | Yes (75%+ unmasked on Basic+) | No |
| User-level behavioral tracking | No | Yes |
| Retroactive event definition | No | Yes |
| LinkedIn ad automation | Yes (AdPilot) | No |
| Automated insight surfacing | Yes (custom + predictive account scoring) | Yes (Heap Illuminate) |
| Session replay / heatmaps | No | Add-on (Pro and Premier) |
| Data warehouse sync | No | Add-on (Pro), included (Premier) |
| Free tier | No | Yes (10k sessions/month) |
| Starting price | $199/month | Free |
Which should you choose?
Factors.aiHeapHeapFactors.aiHeapHeapThere is almost no real overlap here once you look past the shared "analytics" label. Factors.ai is a marketing intelligence layer for companies, Heap is a behavioral analytics layer for individual users inside a product. A B2B SaaS company could reasonably run both: Factors.ai to know which accounts to chase, Heap to know what those accounts do once they are inside the trial.
Bottom line
Choose Factors.ai if your problem is not knowing which companies are researching you before they convert. Choose Heap if your problem is missing product usage data because nobody thought to instrument an event six months ago. If you are trying to decide between the two for the same budget line, you are probably solving two different problems and should scope which one is more urgent first.
Frequently asked questions
Do Factors.ai and Heap actually compete for the same use case?
Rarely. Factors.ai identifies companies visiting your marketing site for B2B sales targeting, while Heap tracks individual user behavior inside a product for retention and conversion analysis. Teams typically adopt both for different jobs rather than choosing one over the other.
Can Heap identify which company a user works for, like Factors.ai does?
No. Heap tracks user-level behavioral events, not company or account identity. If unmasking anonymous website traffic to named companies is the goal, Heap does not offer that; Factors.ai's account identification, available from its Basic tier, is built specifically for that.
Is Heap's free tier usable for a real product, or just a demo?
Heap's free tier covers up to 10,000 monthly sessions with 6 months of data history, which is workable for an early-stage product but too low for most production applications at scale. Factors.ai has no free tier at all; its cheapest option is $199 a month.
Does Factors.ai offer anything like Heap Illuminate?
Factors.ai's closest equivalent is custom and predictive account scoring, which ranks accounts by conversion probability using behavior and firmographic data, but this is gated behind the $20,000/year Growth plan and the $30,000+/year Enterprise plan. Heap Illuminate's automated correlation analysis is available starting on the Growth tier.
Which tool makes more sense for a small SaaS startup with limited budget?
Heap's free tier gives a working product analytics setup at no cost, which fits most early-stage budgets better than Factors.ai's $199/month minimum. Factors.ai only becomes worth the spend once there is enough B2B pipeline volume to justify identifying accounts behind the traffic.