Heap, a company looking to battle the likes of Google and KissMetrics in the analytics space, has raised a seed round of $2M from some of the bigger names in the Valley.

As I’ve written before, Heap’s approach to analytics is somewhat backwards from what many web developers might be used to. Rather than having to be told what data to capture, Heap just captures everyaction a user does on your site. Every click, every page view, every interaction that their Javascript snippet can capture (though they avoid capturing things that would be directly detrimental to a user’s privacy — they don’t record what a user types into a form, for example, just that they typed something.)

The idea there is that if you need to analyze how well something on your site is working, you don’t have to add any new code or set up a test and wait a few days for the data to come in — you already have that data. Want to check if your users are incorrectly clicking an image expecting it to take them somewhere? Just open up Heap and check the historical data for mouse clicks on that image.

Read the full article on Techcrunch