Cometly vs Heap in 2026: Pipeline-to-ARR ad attribution vs autocapture product analytics
Cometly ties B2B SaaS ad spend directly to closed-won revenue with an MCP integration for Claude. Heap autocaptures every product interaction so you never lose data you did not know to track.
Cometly
Heap- Cometly attributes ad spend to closed-won CRM revenue across the full funnel. Heap autocaptures in-product user behavior and lets you define events retroactively from historical data.
- Cometly tracks AI traffic sources including ChatGPT, Gemini, Grok, and Google AI Overviews. Heap has no equivalent AI traffic source tracking.
- Cometly ships an MCP integration for Claude on its Enterprise plan, letting users query attribution data through natural language. Heap offers Sense Chat, a Contentsquare AI assistant for querying product data in natural language, available on Growth and above.
- Heap has a genuine free tier capped at 10,000 monthly sessions. Cometly has no public pricing at all; both Core and Enterprise plans are usage-based and require a sales call.
- Heap includes session replay and heatmaps as add-ons through its Contentsquare acquisition. Cometly has no equivalent qualitative behavior tooling.
- Both tools offer data warehouse sync: Cometly to Snowflake and BigQuery on Enterprise, Heap Connect to Snowflake, BigQuery, or Redshift as an add-on on Pro and included on Premier.
Cometly and Heap both target B2B SaaS teams, but they answer different questions. Cometly connects every ad click to the pipeline and closed-won ARR it eventually produced, tracking sessions from first touch through CRM deal close and even attributing traffic from AI tools like ChatGPT and Gemini. Heap autocaptures every click, pageview, and form interaction inside your product from day one, so you can retroactively define events and analyze behavior you never explicitly instrumented. Cometly answers "which ad campaign produced revenue," Heap answers "what are users actually doing inside the product." Teams running both paid acquisition and a product worth analyzing often end up needing both.
The tools at a glance
Cometly
B2B SaaS ad attribution that connects every campaign dollar to pipeline created and closed-won ARR.
Cometly tracks the complete customer journey from first ad impression through booked demo, pipeline stage, and closed-won ARR, calculating LTV ROAS against actual CRM deal values rather than platform-reported conversion events. Server-side tracking via Conversion API recovers sessions that ad blockers and iOS restrictions would otherwise hide.
The AI traffic source tracking identifies visits from ChatGPT, Gemini, Grok, and Google AI Overviews and applies the same pipeline and ARR metrics to those channels as to Google Ads or LinkedIn Ads. The MCP integration for Claude lets teams query attribution data through natural language directly inside a Claude conversation, though this is gated to the Enterprise plan.
Pricing is usage-based on website sessions with no public number, and every prospect goes through a sales call. For B2B SaaS teams with long sales cycles where standard last-touch attribution misses the real picture, the accuracy is the point; for teams that want to self-serve a trial before committing budget, the sales-only access is a real barrier.
| Feature | Core Usage-based, contact for pricing | Enterprise Custom |
|---|---|---|
| Full-funnel pipeline-to-ARR attribution | Yes | Yes |
| Server-side / Conversion API tracking | Yes | Yes |
| AI traffic source tracking | Yes | Yes |
| MCP integration for Claude | No | Yes |
| CRM and warehouse sync | No | Yes |
| Dedicated solutions engineer | No | Yes |
Heap
Autocapture product analytics that records every user interaction automatically, so you never miss data from before you knew what to track.
Heap installs a single script that autocaptures every click, pageview, and form interaction from day one, removing the need to plan an event taxonomy before you have data. Retroactive event definition means you can analyze behavior from months ago that no one thought to explicitly track at the time.
Heap Illuminate runs automated data science across the full behavioral dataset to surface the interactions most correlated with conversion or retention, without an analyst having to hypothesize first. The 2023 acquisition by Contentsquare brought session replay, heatmaps, and the Sense Chat AI assistant into the same ecosystem, though replay and heatmaps remain paid add-ons on Pro and Premier.
A free tier caps at 10,000 monthly sessions and 6 months of data history, useful for validating the autocapture workflow. Growth, Pro, and Premier all require contacting sales, so while entry is self-serve, meaningful scale is not.
| Feature | Free $0 | Growth Contact sales | Pro Contact sales | Premier Contact sales |
|---|---|---|---|---|
| Autocapture and retroactive events | Yes | Yes | Yes | Yes |
| Sense AI assistant | No | Yes | Yes | Yes |
| Session replay / heatmaps | No | No | Add-on | Add-on |
| Data warehouse sync (Heap Connect) | No | No | Add-on | Yes |
| Account-based analytics | No | No | Yes | Yes |
| Dedicated CSM | No | No | No | Yes |
Head-to-head feature comparison
| Feature | Cometly | Heap |
|---|---|---|
| Primary focus | Ad spend to closed-won ARR attribution | In-product behavioral analytics |
| Full-funnel revenue attribution | Yes | No |
| Autocapture / retroactive events | No | Yes |
| AI traffic source tracking | Yes (ChatGPT, Gemini, Grok, AI Overviews) | No |
| AI natural-language query assistant | Yes (Enterprise only, via MCP) | Yes (Growth and above) |
| Session replay and heatmaps | No | Add-on (Pro/Premier) |
| Data warehouse sync | Yes (Enterprise) | Add-on / Yes (Premier) |
| API access | Yes (Enterprise only) | No |
| Free tier | No | Yes |
| White-label delivery | No | No |
| Self-serve signup | No | Yes (free tier) |
| Starting price | Usage-based (sales-led) | $0 (free tier) |
Cometly tracks AI referral traffic, but neither tool monitors AI citation visibility
Cometly is one of the few attribution platforms that names ChatGPT, Gemini, Grok, and Google AI Overviews as distinct tracked traffic sources, but that feature is gated to the Enterprise plan and only tells you a visit came from an AI conversation, not whether your brand was actually recommended inside it. Heap has no AI traffic detection at all. AI Peekaboo is built specifically to monitor whether your brand is mentioned, cited, or recommended across ChatGPT, Gemini, and Perplexity, with a read and write API and white-label reporting available from $50 per month, without needing an enterprise attribution contract to see the data.
Read the AI Peekaboo review →Which should you choose?
CometlyHeapCometlyHeapCometlyHeapCometly and Heap are not really substitutes for each other. Cometly lives upstream, in the ad spend and pipeline layer, answering whether a specific campaign produced revenue. Heap lives downstream, inside the product, answering what users did once they arrived. A B2B SaaS company with meaningful paid acquisition spend and an app worth instrumenting will likely end up running both rather than choosing one over the other; the overlap in this comparison is smaller than the category label suggests.
Bottom line
If the open question in your business is "which campaigns are actually producing closed-won revenue," book the Cometly demo and bring your monthly session volume to get a usable quote. If the open question is "what are users doing inside our product that we never thought to track," start on Heap's free tier to validate the autocapture model before deciding whether Growth or Pro pricing makes sense for your session volume.
Frequently asked questions
Is Cometly a replacement for Heap, or do they solve different problems?
They solve different problems. Cometly attributes ad spend and traffic sources to closed-won CRM revenue, while Heap autocaptures in-product user behavior for funnel and retention analysis. A team that needs both ad attribution and product behavior data will likely run both rather than picking one.
Does Heap track traffic from ChatGPT or other AI tools the way Cometly does?
No. Heap has no AI traffic source tracking feature. Cometly explicitly identifies and attributes visits from ChatGPT, Gemini, Grok, and Google AI Overviews, applying the same pipeline and ARR metrics used for paid ad channels, though this is only available on the Enterprise plan.
Which tool has a genuine free tier, Cometly or Heap?
Heap has a real free tier capped at 10,000 monthly sessions and 6 months of data history. Cometly has no public pricing or free tier at all; both its Core and Enterprise plans are usage-based and require a sales conversation to get a quote.
What is the difference between Cometly's MCP integration and Heap's Sense Chat?
Cometly's MCP integration lets Claude query attribution data like campaign ROAS and closed-won ARR directly, available on the Enterprise plan. Heap's Sense Chat is a Contentsquare AI assistant for asking natural-language questions about in-product behavior data, available on Growth and above. Both reduce manual report-building, but they query entirely different datasets.
Can Heap replace Cometly for B2B SaaS ad attribution?
No. Heap has no ad spend tracking, no pipeline stage attribution, and no CRM revenue matching, which are Cometly's core capabilities. Heap is built to analyze in-product behavior, not to answer whether a specific ad campaign produced closed-won revenue.