It looks like Heap is making some progress with their UI which I'm glad to see.<p>That said, I'd love to see Heap pull in the rest of the web analytics picture. Event data is interesting, and they seem to have a decent solution for the issue of setting up a massive amount of event tracking (and losing all the data you haven't set events for yet). However event data in a silo without the context of things like referral URLs, search query data, campaign metrics, etc. are critical for gaining the full picture.<p>Perhaps I didn't tinker with the demo enough, but I didn't see those pieces of the puzzle present. For any online marketer serious about analytics, you need the complete picture under one roof.<p>That said, this is a great step forward in a space where this pain point around setting up event tracking has been largely unsolved for some time. I wouldn't be sad at all to see them acquired by someone like MixPanel, KissMetrics, or Google.