In short
- Session recordings, heatmaps, surveys, and feedback widgets in one tool
- The qualitative-research baseline most teams compare alternatives against
- Free tier for low-traffic sites; per-session pricing on paid tiers
- Best fit: SMB and mid-market teams running CRO who want one tool covering all qualitative methods
What is Hotjar
Hotjar is the original combination of session replay, heatmaps, surveys, and feedback widgets in one tool. It defined the qualitative-research category for SMB and mid-market and remains the baseline most alternatives benchmark against. Now part of Contentsquare.
Where Hotjar fits in 2026
Hotjar still owns the SMB and mid-market default. The integrated bundle (replay + heatmaps + surveys + feedback) is the trade-off most teams want over assembling separate tools. The honest tension in 2026 is Microsoft Clarity, which gives away unlimited replay and heatmaps for free. Teams who care about polish, surveys, and dedicated support stay on Hotjar. Teams who just need to watch recordings have a hard time justifying the spend.
The Contentsquare acquisition (2021) added enterprise muscle behind the brand but did not fundamentally change the product. For brands graduating beyond Hotjar’s depth, Contentsquare proper or FullStory are the usual next step.
FAQ about Hotjar
Who owns Hotjar?
Hotjar is owned by Contentsquare, which acquired Hotjar in 2021 and merged operations in July 2025. Hotjar tools are now part of the Contentsquare platform, and the hotjar.com/pricing page redirects to Contentsquare’s pricing.
Is Hotjar free?
Yes, the free plan now includes up to 200,000 sessions per month plus heatmaps, session replay, surveys, and basic funnels. This is a significant increase from the legacy Hotjar free tier, which only captured 35 sessions per day.
How much does Hotjar cost?
Paid plans start at $49 per month for Growth (Experience Analytics), with Voice of Customer surveys starting at $99 per month, and Product Analytics priced custom. The product is now split into three separate billed lines, which can raise total cost compared to legacy Hotjar.
What are Hotjar alternatives?
The main alternatives are Microsoft Clarity (free), FullStory, LogRocket, Mouseflow, and Lucky Orange. Microsoft Clarity is the closest free-forever option for SMB teams that just need heatmaps and recordings.
Does Hotjar work on Shopify?
Yes, Hotjar installs on Shopify via a script tag or the Hotjar Shopify app and captures heatmaps and session recordings without custom code. It is one of the most common analytics add-ons in the Shopify ecosystem.
How to use Hotjar?
Sign up free at hotjar.com, install the JavaScript snippet via Google Tag Manager or direct embed, and session recordings plus heatmaps start within minutes.
Why choose Hotjar?
Hotjar is the category-defining session replay and heatmap tool with the most accessible free tier for SMB and mid-market teams who want to see real user behaviour.
How does Hotjar work?
Hotjar’s JavaScript snippet records sessions and aggregates clicks, scrolls, and moves into heatmaps, surveys, and funnel reports.
How to learn Hotjar?
Hotjar maintains documentation at help.hotjar.com. Their YouTube channel has product walkthroughs and partner agencies offer paid training.
What are Hotjar reviews?
Hotjar is rated 4.6 on Capterra with 545 reviews. See the reviews for detailed feedback.
Does Hotjar have an API?
Yes, Hotjar provides a REST API for survey response and feedback data export. Documentation is at help.hotjar.com.
Does Hotjar have AI?
Yes, Hotjar uses AI to auto-surface friction signals like rage clicks and dead clicks from session recordings, plus an AI survey generator and AI-summarized survey responses with sentiment analysis. Hotjar is now part of Contentsquare and recently added MCP support so Claude can query sessions directly.
Hotjar pricing
Hotjar is free. Plans are organised as Basic / Plus $32 / Business $80. A free tier option is available. See the full Hotjar pricing page for current tiers and any add-ons.
