Best Heatmap Tools for Agencies in 2026

Running a digital agency means managing dozens of client accounts, juggling multiple projects, and delivering professional reports that justify your services. Standard heatmap tools aren't built for this reality—you need solutions that scale across clients, support team collaboration, and let you maintain your own branding.

This guide covers the best heatmap tools specifically designed for agency workflows, comparing multi-client management, white-labeling, reporting, and pricing that actually makes sense when you're billing for services.

What Makes a Heatmap Tool Agency-Ready?

Before diving into specific tools, let's clarify what separates agency-focused tools from consumer products:

Essential Agency Features

Multi-Client Account Management You need to manage multiple client accounts under a single dashboard without constant login switching. Look for hierarchical account structures, project grouping, and client isolation that maintains security while enabling efficiency.

White-Labeling Options Your clients should see your agency branding, not the tool vendor's. This includes custom report templates, branded dashboards, and removing all vendor branding from client-facing deliverables.

Team Collaboration & Permissions Different team members need different access levels. Your analysts need full data access, but you might want to restrict your designer to specific projects or give clients limited viewing access to their own data.

Client-Ready Reporting You can't give raw heatmap data to clients—they need polished reports that explain findings and recommend actions. Automated report generation, templated insights, and export options are non-negotiable.

Unlimited Sites/Projects Per-site pricing destroys agency economics. You need to monitor as many client sites as you take on without watching your tool bill explode.

API Access Advanced agencies integrate heatmap data into custom dashboards, pull data into their own analytics platforms, or build automation workflows. API access enables all of this.

Scalable Pricing As you add more clients, your software costs should scale reasonably. Seat-based pricing, per-project fees, or recording caps can quickly make tools unusable at agency scale.

Quick Comparison: Top Agency Heatmap Tools

| Tool | Multi-Client | White-Label | Team Roles | API Access | Unlimited Sites | Agency Plan | Starting Price | |------|-------------|------------|-----------|-----------|-----------------|------------|-----------------| | Hotjar | ✓ | Business+ | ✓ | ✓ (Business+) | ✓ | Yes | $99/mo | | Crazy Egg | ✓ | ✓ | ✓ | ✓ | ✓ | Yes | $99/mo | | Lucky Orange | ✓ | Limited | ✓ | ✓ | ✓ | Yes | $99/mo | | Mouseflow | ✓ | ✓ | ✓ | ✓ | ✓ | Yes | $99/mo | | FullStory | ✓ | ✓ | ✓ | ✓ (Enterprise) | ✓ | Yes | Custom | | Smartlook | ✓ | ✓ | ✓ | ✓ | ✓ | Yes | $99/mo | | Plerdy | ✓ | Limited | ✓ | ✓ | ✓ | Yes | $99/mo | | VWO | ✓ | ✓ | ✓ | ✓ | ✓ | Yes | $99/mo |

1. Hotjar Business Plan — Best for Mid-Size Agencies

Rating: 4.5/5 for agencies

Hotjar's Business plan ($99/month minimum) is the agency industry standard. It's not the cheapest option, but it's designed explicitly for teams managing multiple client sites.

Why Agencies Love Hotjar

Strongest Points:

• Business-grade white-labeling — Custom branding on reports and some dashboard elements
• Multiple team roles — From viewers to admins with granular permissions
• Unlimited recordings and heatmaps — No per-site caps
• Client-ready reports — Pre-built templates for insights presentations
• Integrations ecosystem — Zapier, Google Analytics, Slack, and 100+ other tools
• API access — Pull data programmatically for custom dashboards

How It Works for Agencies: You create sub-accounts for each client within your main organization. Your team members get assigned specific roles—senior analysts have full access, junior team members see only assigned sites, and clients can get limited read-only access to their own data. You export polished reports monthly using Hotjar's templates and branded exports.

Agency-Specific Limitations

• White-labeling gaps — Client dashboards still show Hotjar branding on some elements
• Per-seat costs — Adding team members beyond the included seats increases costs (though this is reasonable at scale)
• No custom question workflows — Surveys work but aren't as flexible as specialized survey tools

Best For

• Agencies with 5-50 client accounts
• Teams prioritizing ease of use over maximum customization
• Clients who don't mind seeing Hotjar branding
• Agencies already using Hotjar's other tools (feedback, surveys)

Pricing for Agencies

Business plan: $99/month (billed annually as ~$1,200/year) includes unlimited sites and 3 team members. Additional team members cost $40-60/month each.

2. Crazy Egg — Best for Fully White-Labeled Solutions

Rating: 4.5/5 for agencies

Crazy Egg was built with agencies in mind. Their entire product stack—heatmaps, session recordings, A/B testing, and form analytics—is designed for multi-client management.

Why Agencies Choose Crazy Egg

Strongest Points:

• True white-labeling — Remove all Crazy Egg branding completely
• Client portal — Let clients access their own data with your branding
• Campaign management — Organize projects by client and campaign type
• Built-in A/B testing — Test changes and measure impact without third-party tools
• Integrated form analytics — Understand drop-offs in contact forms, registration, checkout
• Powerful API — Extensive documentation and flexible data access
• No session recording limits — Unlimited recordings across all sites

How It Works for Agencies

Upload tracking code to each client site. Organize projects hierarchically (Client A > Campaign 1 > Landing Page Version B). Invite team members and assign roles. Your analytics team analyzes data and builds reports in Crazy Egg, then exports branded reports for clients. Alternatively, give clients limited dashboard access with your agency branding.

Agency-Specific Advantages

• Most flexible white-labeling — Best option if full branding control matters to your clients
• Single tool for multiple needs — Heatmaps + recordings + A/B testing + form analytics eliminates tool juggling
• Generous free trial — 30 days with full features, great for client demos

Best For

• Agencies that want white-label everything
• Teams offering A/B testing services alongside heatmap analysis
• Clients who demand their own branded dashboards
• Smaller to mid-size agencies (under 20 clients)

Pricing for Agencies

Standard plan: $99/month (annual billing) — unlimited websites, 3 team members, full white-labeling Additional team members: $25-40/month depending on plan tier

3. Lucky Orange — Best for Budget-Conscious Multi-Site Agencies

Rating: 4/5 for agencies

Lucky Orange won't win any feature awards, but they deliver solid heatmapping and session recording with agency-friendly pricing that scales beautifully.

Why Agencies Like Lucky Orange

Strongest Points:

• Unlimited websites — True unlimited, not "per-plan" sneaky limits
• Generous session recording allowance — 500 monthly sessions per site included
• Form analytics built-in — Track form abandonment and field-level issues
• API available — Export data to your systems
• Affordable for multiple sites — Cheaper total cost of ownership for high-volume agencies
• Mobile support — Excellent for e-commerce clients
• Simple reporting interface — Quick to generate and share insights

Agency Workflow Limitations

• White-labeling — Limited custom branding compared to Crazy Egg or Mouseflow
• Team permissions — Adequate but not as granular as enterprise tools
• No pre-built client reports — You'll need to manually prepare client deliverables

Best For

• Agencies with 20+ client accounts (where per-site pricing kills ROI)
• Budget-conscious teams that don't need white-labeling
• E-commerce-focused agencies (strong form analytics)
• Agencies comfortable with manual report generation

Pricing for Agencies

Base plan: $99/month (annual) — unlimited sites, 500 monthly recordings per site Annual discount brings effective cost down significantly for committed agencies

4. Mouseflow — Best for Team Collaboration

Rating: 4/5 for agencies

Mouseflow started in the agency world and it shows. Their permission system, client management, and collaboration features are some of the most sophisticated in the industry.

Why Mouseflow Excels for Agencies

Strongest Points:

• Most granular permissions system — Assign permissions at site and feature level
• Client workspace — Give clients their own branded workspace to view data
• Email alerts — Notify team members about important events (rage clicks, conversion changes)
• Conversion tracking — Built-in goal tracking without Google Analytics dependency
• Heatmap grouping — Organize heatmaps by page type or campaign for easy analysis
• White-label ready — Custom branding for client deliverables
• API and webhooks — Sophisticated integrations for custom automation

Team Collaboration Features

Create team hierarchies with granular roles. Limit team members to specific clients or sites. Set up email notifications for key events. Tag and comment on recordings to coordinate between team members. Create shared analysis workspaces for collaborative review.

Agency-Specific Limitations

• Interface complexity — Powerful but less intuitive than competitors for new users
• Setup friction — Getting permissions right for a new agency client takes time
• Smaller ecosystem — Fewer integrations than Hotjar or Crazy Egg

Best For

• Agencies with complex team structures
• Teams wanting sophisticated permission controls
• Clients who'll actively use dashboards (not just read reports)
• Conversion optimization-focused agencies

Pricing for Agencies

Professional plan: $99/month (billed annually) — unlimited sites, unlimited recordings, 3 team members Additional team members: $50/month each

5. FullStory — Best for Enterprise Agencies

Rating: 4/5 for large agencies

FullStory is enterprise software with an enterprise price tag. If you're a larger agency managing high-traffic client sites or enterprise clients that demand comprehensive digital experience monitoring, FullStory earns consideration.

Why Enterprise Agencies Choose FullStory

Strongest Points:

• Digital experience analytics — Goes beyond heatmaps to full user journey mapping
• Data fidelity — Capture and replay nearly every user interaction
• Rage/dead click detection — Automatic identification of user frustration
• Comprehensive integrations — Salesforce, Marketo, HubSpot, and dozens more
• Custom segments — Powerful audience segmentation for analysis
• Customer data integration — Connect to your CRM or CDP
• SOC 2 certified — Enterprise security and compliance

What You Don't Get (Limitations)

• No transparent pricing — All enterprise plans are custom quotes
• Overkill for small/mid-size clients — Expensive for agencies managing small-traffic sites
• Steeper learning curve — Complex tool, requires significant onboarding

Best For

• Large agencies serving Fortune 500 clients
• Agencies managing high-traffic SaaS platforms
• Teams with dedicated analytics staff
• Clients in regulated industries needing compliance features

Pricing for Agencies

Custom enterprise pricing — Typically $3,000-10,000+ monthly depending on event volume. Most agencies don't quote FullStory to small/mid-market clients.

6. Smartlook — Best for Balanced Agency Needs

Rating: 4/5 for agencies

Smartlook sits in the sweet spot between Crazy Egg's simplicity and FullStory's complexity. They've made genuine effort to support agencies without overwhelming them.

Why Smartlook Works for Agencies

Strongest Points:

• Unlimited websites and recordings — No hidden caps or gotchas
• Customizable dashboard — Drag-and-drop interface tailored to your workflow
• Event tracking — Custom events without needing technical setup
• Heatmap recordings sync — See which users created which heatmap patterns
• White-label option — Full branding for client presentations
• API and webhooks — Build custom integrations
• Affordable pricing — Competitive with mid-market tools

Agency-Specific Features

• Video review workspace — Collaborative space for team to analyze recordings
• Annotation tools — Comment and mark up recordings for client delivery
• Custom events — Track conversions and specific user actions without developer work
• Export flexibility — Download data in multiple formats

Limitations

• Smaller vendor — Fewer integrations and less established ecosystem than Hotjar
• Reporting — Not as polished as Crazy Egg's templates
• Team management — Adequate but not as sophisticated as Mouseflow

Best For

• Mid-size agencies wanting balanced features and pricing
• Teams that value simplicity without sacrificing functionality
• Agencies using custom event tracking
• Companies serving SaaS and e-commerce clients

Pricing for Agencies

Business plan: $99/month (billed annually) — unlimited sites and recordings, 3 team members, white-labeling available

7. Plerdy — Best for High-Volume E-Commerce Agencies

Rating: 3.5/5 for agencies

Plerdy is less known than competitors but offers excellent value for agencies focused on e-commerce optimization.

Why E-Commerce Agencies Choose Plerdy

Strongest Points:

• Product heatmaps — Specifically designed for e-commerce (product pages, shopping carts)
• Ultra-affordable pricing — Cheapest option for unlimited sites
• Form analytics — Strong focus on checkout optimization
• A/B testing built-in — Test variations without external tools
• Mobile optimization — Excellent mobile heatmap tracking
• Heat maps by traffic source — See how different channels interact differently

Agency Workflow Support

• Client management — Multi-account structure for managing clients
• Team permissions — Role-based access control
• API access — Integrate data into your systems
• Report templates — Generate client reports quickly

Limitations

• Smaller feature set — Less comprehensive than market leaders
• Documentation gaps — Support and documentation aren't as polished
• Integration ecosystem — Fewer third-party tool connections
• Limited white-label — Not as flexible as Crazy Egg or Mouseflow

Best For

• High-volume e-commerce agencies
• Budget-conscious teams serving small/mid-market e-commerce clients
• Agencies focusing on conversion optimization
• Teams that don't need complex permission structures

Pricing for Agencies

Business plan: $99/month (billed annually) — unlimited websites, unlimited recordings, 3 team members

8. VWO (Visual Website Optimizer) — Best for Testing-Focused Agencies

Rating: 3.5/5 for agencies

VWO bundles heatmaps with A/B testing, personalization, and behavioral analytics. If you offer testing services alongside heatmap analysis, it's worth evaluating.

Why Testing-Focused Agencies Use VWO

Strongest Points:

• Integrated testing — A/B testing, multivariate testing, and split testing in one tool
• Personalization engine — Change experiences based on visitor segments
• Behavior analytics — Track custom events and conversion flows
• Heatmaps + recordings — Full suite of visitor behavior tools
• API and webhooks — Flexible integration options
• Team collaboration — Comments, task assignment, and approval workflows

Agency-Specific Advantages

• All-in-one testing platform — Eliminates need for separate testing tool
• Custom events — Track specific business metrics without developer work
• Visitor segmentation — Analyze behavior by audience segments
• Conversion tracking — Monitor your actual KPIs alongside user behavior

Limitations

• Overwhelming feature set — Overkill if you only need heatmaps
• Pricing opacity — Costs vary wildly based on traffic and modules
• Learning curve — Significant setup required to unlock value

Best For

• Agencies offering conversion optimization and testing services
• Teams that want to consolidate tools
• High-traffic client accounts
• Data-driven agencies with dedicated optimization staff

Pricing for Agencies

Growth plan: Starting around $150/month, varies by traffic volume and features selected

Agency Heatmap Features Comparison Table

| Feature | Hotjar | Crazy Egg | Lucky Orange | Mouseflow | FullStory | Smartlook | Plerdy | VWO | |---------|--------|-----------|--------------|-----------|-----------|-----------|--------|-----| | Unlimited Sites | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | | White-Labeling | Partial | Full | Partial | Full | Full | Full | Partial | Partial | | Multi-Client Account | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | | Team Role Permissions | ✓ | ✓ | ✓ | ✓✓ | ✓ | ✓ | ✓ | ✓ | | Client Portal | ✓ | ✓ | Limited | ✓ | ✓ | Limited | ✓ | ✓ | | API Access | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | | Report Templates | ✓ | ✓✓ | Basic | ✓ | ✓ | ✓ | Basic | ✓ | | Session Recording Limits | Unlimited | Unlimited | 500/site | Unlimited | Unlimited | Unlimited | Unlimited | Varies | | A/B Testing | No | Yes | No | No | No | No | Yes | ✓✓ | | Form Analytics | Yes | Yes | ✓✓ | No | No | Yes | ✓✓ | Yes | | Mobile Support | ✓ | ✓ | ✓✓ | ✓ | ✓✓ | ✓ | ✓✓ | ✓ | | Integrations | ✓✓✓ | ✓✓ | ✓ | ✓✓ | ✓✓✓ | ✓ | ✓ | ✓✓ | | Starting Price | $99/mo | $99/mo | $99/mo | $99/mo | Custom | $99/mo | $99/mo | $150+/mo |

How to Choose the Right Tool for Your Agency

If You're a Growing Agency (5-20 Clients)

Start with Hotjar Business plan or Crazy Egg. Both offer unlimited sites, strong team management, and client reporting. Hotjar has the larger ecosystem and simpler interface. Crazy Egg offers better white-labeling if that matters to your clients.

Budget: $100-200/month for the base plan

If You're a Scaling Agency (20-50+ Clients)

Consider Lucky Orange (cheapest at scale) or Smartlook (best balance). At this volume, per-site pricing becomes untenable. Lucky Orange's simple, affordable model makes sense. Smartlook offers slightly better features.

Budget: $100-150/month regardless of client count

If You Manage Enterprise Clients

FullStory or Mouseflow depending on priorities. FullStory if you need comprehensive digital experience monitoring. Mouseflow if you want maximum flexibility in permissions and team structures.

Budget: $3,000-5,000+/month (FullStory) or $200-400/month (Mouseflow)

If You Offer Testing Services

VWO or Crazy Egg (which includes basic A/B testing). VWO is more powerful if testing is a core offering. Crazy Egg is simpler if you occasionally test.

Budget: $150-300+/month

If White-Labeling Is Critical

Crazy Egg (#1 choice) or Mouseflow (#2 choice). Both offer comprehensive white-label options. Crazy Egg is easier to implement.

Budget: $100-150/month

Pricing Strategy: How to Charge Clients for Heatmap Services

Most agencies bundle heatmap analysis into larger optimization or conversion rate optimization services rather than selling heatmaps as standalone tools.

Pricing Models That Work

Monthly Retainer Model

• "UX Analysis Service: $500/month" — includes heatmap analysis, monthly reports, 2 optimization recommendations
• Works best for small/mid-size clients
• Recurring revenue, predictable for client

Per-Project Model

• "Landing Page Audit: $2,000" — includes heatmap analysis, session recording review, report, recommendations
• Better for project-based work
• Higher perceived value than retainers

Markup on Tool Cost

• Your tool costs: $100/month
• Client bill: $300/month (3x markup)
• Cover your time, software, and margin

Hourly Analysis Services

• Charge $75-150/hour for heatmap analysis, report generation, optimization recommendations
• Good for clients doing ad hoc analysis

What to Include in Client Deliverables

1. Executive Summary — What you found in one page
2. Key Findings — Top 3-5 user behavior insights
3. Visualizations — Heatmap screenshots, annotated session recordings
4. Recommendations — Specific changes to test (ranked by impact/effort)
5. Implementation Roadmap — Which recommendations to prioritize and test
6. Success Metrics — How you'll measure improvement

Building Heatmap Analysis Into Your Agency Workflow

Week 1: Setup & Baseline

Install tracking code on client sites, configure goals and events, let data collect for a week.

Week 2: Discovery

Spend 4-6 hours reviewing heatmaps and session recordings to understand user behavior, identify pain points, document findings.

Week 3: Analysis & Reporting

Create client report with findings and recommendations, prioritize recommendations by impact and effort, suggest A/B tests.

Week 4: Optimization & Measurement

Implement recommendations (or coach client on implementation), track results, plan next iteration.

Monthly: Recurring Review

Monthly check-in to measure progress, identify new issues, recommend adjustments, justify service value.

White-Label Considerations for Agencies

White-labeling matters more for some agencies than others. Consider these questions:

Do You Need Full White-Labeling?

• If clients insist on not seeing vendor names, go with Crazy Egg or Mouseflow
• If clients don't care, white-labeling is a nice-to-have, not essential
• Most clients never see the actual tool—they only see your reports

How Much Effort to White-Label?

• Some tools require significant setup and customization
• Others offer white-label toggles that turn it on/off with clicks
• Factor setup and maintenance time into your decision

What Does White-Labeling Cost?

• Some tools include white-labeling in their standard plan
• Others charge extra ($50-100/month)
• Calculate the ROI for your specific client base

Best Approach: Start without white-labeling if you're selling analysis services (clients care about insights, not tool branding). Upgrade to white-label tools if clients demand their own branded dashboards or if you're selling them tool access.

FAQ: Heatmap Tools for Agencies

Q: Can I use a single heatmap tool across all my clients? Yes, all recommended tools support unlimited websites or client accounts. You organize projects by client and ensure proper access controls.

Q: How do I prevent clients from seeing each other's data? All recommended tools offer robust permission controls. Configure roles so each client/team member only sees their assigned sites.

Q: Do I need different tools for different client types (e-commerce vs SaaS)? No, the recommended tools work across different industry types. Some (like Plerdy and Lucky Orange) have e-commerce optimizations, but general tools work fine.

Q: Can I give clients direct access to their heatmap data? Yes, most tools offer client portals or limited dashboard access. You can grant read-only access so clients see their own data without accessing other clients' data.

Q: How much time should I spend on heatmap analysis per client? Plan 4-6 hours monthly per client for discovery, analysis, and reporting. As you repeat the process, this decreases.

Q: What if a client wants a specific tool? Most agencies manage 3-5 tools across their client base. If a client has existing data in a different tool, you can usually integrate or work alongside it.

Q: How do I know which recommendations to prioritize? Rank recommendations by:

1. Impact — How much will this improve conversions/engagement?
2. Effort — How much work to implement?
3. Confidence — How sure are you from the data?

Focus on high-impact, low-effort changes first.

Q: Can I use heatmap data to justify rate increases? Absolutely. Document improvement metrics and use them to show ROI. Show clients how your heatmap analysis led to x% conversion increase or y% bounce rate reduction.

Final Recommendation by Agency Size

Agencies under 10 clients: Start with Hotjar Business or Crazy Egg. Both are affordable, feature-rich, and widely used. Great for getting started.

Growing agencies (10-30 clients): Move to Lucky Orange or Smartlook as your client base scales. Price stays constant while you manage more sites.

Large agencies (30+ clients): Stick with Lucky Orange for economics, or upgrade to Mouseflow if you need sophisticated permission controls and team management.

Enterprise-focused agencies: Consider FullStory if your clients demand it, but most agencies successfully use mid-market tools like Mouseflow or Smartlook for enterprise clients.

Testing-focused agencies: Use VWO or Crazy Egg to combine heatmaps with A/B testing in a single platform.

Conclusion

The best heatmap tool for your agency depends on your client volume, team size, and service offerings. But any of the recommended tools will serve you well.

The starting point: Hotjar Business plan or Crazy Egg. Both are proven for agencies, affordable, and easy to get started.

As you scale: Reevaluate at 20+ clients. Lucky Orange's pricing model becomes more attractive as you add clients.

If you're serious about optimization: Add Crazy Egg or VWO for integrated A/B testing, or Mouseflow for maximum team collaboration flexibility.

The key is starting somewhere and learning your specific workflow. Most agencies use different tools for different purposes (Hotjar for heatmaps, ConvertKit for email, Google Optimize for testing) because no single tool dominates every category. Heatmap tools are just one piece of your broader optimization stack.

Pick a tool, start analyzing your clients' user behavior, and build a repeatable process for turning those insights into revenue-driving recommendations. That's where the real value lies.