European Alternatives to Adobe Analytics
Looking for a European alternative to Adobe Analytics? Adobe Analytics is an enterprise analytics product built around Analysis Workspace, report suites, raw data feeds and a dependency on Adobe's wider Experience Cloud stack, and its documentation carries no price list.
European web analytics tools cover the same ground from Poland, Germany, Switzerland, Denmark, the Netherlands, Estonia and the UK, from a full suite with tag manager and consent manager (Piwik PRO) to cookieless counters that need no banner at all.
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European ownership, verified
The company is headquartered and incorporated in the EU, EEA or Switzerland, and processes customer data in Europe. A US parent company disqualifies a tool from this page regardless of where its servers are.
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Category fit and hands-on review
What the tool actually does, who it suits, and where it falls short — checked against the vendor’s own documentation, changelog and pricing page rather than its marketing copy.
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Compliance and pricing check
GDPR posture, hosting location and the prices quoted on this page are verified against the vendor’s public pricing before publication, and re-checked when we revisit the category.
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10 European Alternatives to Adobe Analytics
Piwik PRO
The closest suite-for-suite swap: analytics, tag manager, CDP and consent manager
etracker
Marketing analytics with segmentation and conversion reports, tracked without a banner
Friendly Analytics
Managed Matomo with tag manager and unlimited users, run on Swiss servers
Wide Angle Analytics
Configurable analytics where each site keeps its own data rules
Swetrix
Funnels, session replays and error tracking next to page statistics
TWIPLA
Statistics, recordings, heatmaps and surveys under one published price list
Mouseflow
Behaviour layer: replays, friction detection and form analytics
Plausible Analytics
One readable dashboard instead of a report-suite and workspace setup
Simple Analytics
Raw export and public dashboards for teams that report traffic outward
Pirsch
Flat plans with every feature and unlimited sites for agencies and portfolios
Key takeaways
- Adobe Analytics documents hourly or daily raw data feeds and Data Warehouse requests that can take up to 72 hours, so ad hoc raw access is slower than on the lighter European tools.
- Piwik PRO is the one European option here that bundles analytics, a tag manager, a customer data platform and a consent manager under one contract.
- etracker has been tracking from Hamburg since 2000 and sells analytics designed to work without a consent banner, with segmentation and conversion analysis.
- Friendly Analytics runs Matomo as a managed service on Swiss servers with unlimited users, from CHF 59 a month.
- No European tool in this category replicates Analysis Workspace, report suites with rollups, or Customer Journey Analytics one for one, so budget time to rebuild reports.
Why people leave Adobe Analytics
Adobe Analytics is the web and app measurement product inside Adobe's Experience Cloud, and it is bought mostly by organisations that already run campaigns, content and customer data on Adobe software. Its documentation describes a large working surface: Analysis Workspace for drag-and-drop analysis, Report Builder, Activity Map, report suites, segments, calculated metrics, marketing channel rules, and separate modules for media analytics and cross-channel Customer Journey Analytics.
People look beyond it for reasons that have little to do with whether the product measures well. It is a product you staff: implementation through AppMeasurement or the Web SDK, an Admin Console for users, classification of dimensions, and analysts who know the vocabulary of eVars and props. A team of three that wanted to know which pages bring in leads ends up evaluating a platform sized for a business unit with a dedicated analytics group.
The Adobe pages that explain price and contract terms could not be opened in this check, and the documentation that could be read lists no prices at all.
That is common for enterprise software, but it shapes the comparison: the European tools below mostly publish a price per traffic tier or per plan, while Adobe is something you request a quote for. This page therefore compares what each product does and where it runs, and leaves Adobe's own commercial terms to a quote you will have to ask for.
- The product follows Adobe's platform roadmap Adobe's implementation guide for the Experience Platform Edge Network tells teams planning a later move to Customer Journey Analytics not to use the Analytics schema field group, because it ties the data model to props and eVars. In other words, today's tracking design depends on which Adobe product you expect to use next. A European tool with its own, stable data model does not ask you to guess.
- Raw data arrives in batches, not on demand Data feeds are delivered as hourly or daily batches to a bucket on Amazon S3, Google Cloud or Azure, and Data Warehouse requests are emailed or sent to cloud storage and can take up to 72 hours. Data Warehouse is enabled only for administrators on chosen report suites. Teams that want a quick export, or a dashboard they can share without a ticket, find the lighter European tools more direct.
- No published price to plan against The Adobe documentation that was readable carries no list price, and the commercial pages returned access errors. Piwik PRO also quotes its paid plans, but it offers a free core plan; Friendly Analytics, TWIPLA, Swetrix, Mouseflow and Plausible publish their plan prices. For budgeting before a vendor call, published prices are easier to compare than a quote.
- A contracting party outside Europe Adobe is a US company, so questions about which entity signs the contract, which law governs it and who can be compelled to hand over data are answered under US law whichever data centre is used. The European vendors on this page contract from Poland, Germany, Switzerland, the Netherlands, Denmark, Estonia and the UK. Ask each vendor for its data processing terms before you decide.
What you have to replace, not just match
Replacing Adobe Analytics means replacing more than a dashboard. Check what your organisation actually runs on it: the report suites that separate brands or regions, the calculated metrics and segments analysts built over the years, the marketing channel rules that decide how a visit is credited, the classification files that turn campaign codes into names, and any scheduled Report Builder or Workspace deliveries that people read on Monday morning.
None of that transfers by file. Each item has to be rebuilt in the new tool, and some will have no direct counterpart.
Then look at what sits around the product. The documentation lists integrations with Audience Manager and Adobe Advertising, imports from outside sources, and an Analytics MCP server for connecting language-model clients.
If audiences defined in analytics feed ad buying, or if a data science team pulls the hourly data feed into a warehouse, those pipelines are the real migration project. The European suites cover this differently: Piwik PRO ships a tag manager, a customer data platform and a consent manager of its own, and Friendly Analytics offers Matomo's tag manager and A/B testing, so part of the surrounding stack can move with the measurement.
Finally, decide how much of the depth you will keep. Many Adobe deployments carry far more variables than anyone reads. A migration is the moment to list the twenty reports that get opened, rebuild those, and retire the rest. The lighter tools further down this page (Plausible, Simple Analytics, Pirsch) only make sense once that list is short, and they do not offer anything like Analysis Workspace.
The alternatives compared
| Position | Tool | Headquarters | Pricing | Jurisdiction |
|---|---|---|---|---|
| #1 | Piwik PRO | Wroclaw, Poland | Free core plan / paid plans on request | EU (Poland) |
| #2 | etracker | Hamburg, Germany | Paid plans by traffic volume | EU (Germany) |
| #3 | Friendly Analytics | Hergiswil, Switzerland | Essential CHF 59/month / Professional CHF 129/month / Enterprise from CHF 999/month; 17% off yearly; prices excl. VAT | Switzerland (adequacy decision, outside the EEA) |
| #4 | Wide Angle Analytics | Germany | Paid plans from a monthly subscription | EU (Germany) |
| #5 | Swetrix | Edinburgh, United Kingdom | Standard €17/month / Plus €35/month / Enterprise custom, excl. VAT; Community Edition free to self-host | United Kingdom (adequacy decision, outside the EEA) |
| #6 | TWIPLA | Ottobrunn (Munich), Germany | Free / Starter $2.99/month / Basic $12.99/month / Advanced $24.99/month / Pro $39.99/month / Enterprise from $77.99/month; 20% off yearly; prices excl. VAT | EU (Germany) |
| #7 | Mouseflow | Copenhagen, Denmark | Free (500 sessions/month) / Essential $25/month / Advanced $109/month / Premium $319/month / Enterprise custom; VAT not stated | EU (Denmark) |
| #8 | Plausible Analytics | Tartu, Estonia | From about €9/month (cloud) / free self-hosted | EU (Estonia) |
| #9 | Simple Analytics | Amsterdam, Netherlands | From about €9/month (100K pageviews) | EU (Netherlands) |
| #10 | Pirsch | Germany | From about €4/month (10k pageviews) | EU (Germany) |
How each alternative compares to Adobe Analytics
Best for: Large organisations and public bodies replacing analytics, tag management and consent in one move
Against Adobe Analytics, Piwik PRO is the comparison that most resembles a like-for-like swap. It combines analytics, a tag manager, a customer data platform and a consent manager, so the pieces that an Adobe estate spreads over several products come under one Polish company. Its listing on this site names Adobe Analytics as a product it replaces, and its data centres are in the EU only, with no US transfers for EU customers.
The most practical difference is consent. In an Adobe setup the banner, the tag rules and the analytics are normally three things that have to agree. With Piwik PRO the consent state and the measurement live in the same product. A free core plan lets a team test before a contract, though paid plans are quoted rather than published, which feels familiar to Adobe buyers.
What Piwik PRO does better than Adobe Analytics
- Consent manager and analytics in one vendor, with no separate banner tool to align
- EU-only data centres with no US transfers for EU customers
- A free core plan to test with real traffic before any quote
- Tag manager and customer data platform from the same supplier
Where Piwik PRO is a step down from Adobe Analytics
- Smaller ecosystem of certified partners and integrations than Adobe
- Not open source, and paid plans are not published
- No equivalent of Adobe's media analytics or Customer Journey Analytics modules on this site's listing
Standout against Adobe Analytics. Consent and measurement sit in one product, which closes the gap where enterprise compliance setups tend to fail.
Best for: Marketing teams in German-speaking markets who need conversion and segment reports, not just page counts
etracker is a Hamburg company that has sold analytics since 2000, and it says it has more than 110,000 customers. Compared with Adobe Analytics it is narrower, but it sits at the marketing end of the market: segmentation and conversion analysis rather than a single page of counters. Its cookieless tracking is designed to work without a consent banner, so reports describe every visitor and not only those who accepted.
The trade is straightforward. Adobe gives analysts a workspace to build anything; etracker gives marketers the reports most campaigns need, hosted in Germany. Pricing follows traffic volume and begins with a paid plan, with a free trial. The interface is denser than the minimalist tools, and documentation and support are strongest in German, which matters for a non-German team.
What etracker does better than Adobe Analytics
- Tracking that works without a consent banner, so counts include visitors who would have declined
- Hosting in Germany with a German contracting company
- Pricing by traffic volume, readable before a sales call
- Marketing-oriented reports without building them from scratch
Where etracker is a step down from Adobe Analytics
- No free plan, only a free trial
- Far fewer custom analysis tools than Analysis Workspace
- Documentation and support strongest in German
Standout against Adobe Analytics. Without a banner there is no self-selected sample, so the numbers describe everyone who visited.
Best for: Organisations that want Matomo depth, a tag manager and Swiss hosting without operating servers
Friendly Analytics is Matomo as a managed service from Hergiswil in Switzerland. For someone coming from Adobe, the useful part is the surrounding toolset: a tag manager, heatmaps and A/B testing are included, and the plans allow unlimited users, which suits a company where many people read reports. Data is hosted in Switzerland at Infomaniak, Netstream and Hosttech, with EU hosting or an on-premise install available on request.
The price list is public: CHF 59 a month for Essential, CHF 129 for Professional and from CHF 999 for Enterprise, with 17 percent off for yearly billing, excluding VAT. That is the most expensive entry among the lightweight European options, though still a published figure. Switzerland is outside the EEA and relies on an adequacy decision, and there is no free trial, only a 30-day money-back guarantee.
What Friendly Analytics does better than Adobe Analytics
- Published prices from CHF 59 to CHF 999 a month, against a quote
- Tag manager, heatmaps and A/B testing bundled with the analytics
- Unlimited users, useful for wide internal reporting
- On-premise installation available on request
Where Friendly Analytics is a step down from Adobe Analytics
- Switzerland is outside the EEA and rests on an adequacy decision
- No free trial, only a 30-day money-back guarantee
- Less depth in cross-channel analysis than Adobe
Standout against Adobe Analytics. Matomo's tag manager and testing tools come with a managed host and a published price.
Best for: Agencies and multi-site owners who need per-site data settings and no shared visitor profile
Wide Angle Analytics is a German tool aimed at the space between the one-page counters and the enterprise suites. For an Adobe user who has seen report suites separate brands, its per-site data control is the nearest idea: each site decides what is collected and how it is treated. It builds no cross-site profile and keeps no shared identity graph, which is a deliberate refusal of what an enterprise suite does by design.
It is a smaller product than Piwik PRO and has a shorter track record than etracker. Plans are a monthly subscription, there is no free tier, and it is not open source. For an organisation leaving Adobe it is better read as a candidate for secondary sites and for brands whose data should stay apart, rather than a replacement for the main platform.
What Wide Angle Analytics does better than Adobe Analytics
- No cross-site profiling or shared identity graph
- Per-site data settings that are easy to explain to a privacy officer
- Plain monthly subscription pricing
Where Wide Angle Analytics is a step down from Adobe Analytics
- Smaller product than Piwik PRO, with fewer enterprise modules
- Shorter track record than etracker
Standout against Adobe Analytics. Each site keeps its own data rules, with no cross-site profile behind them.
Best for: Product and engineering teams that want funnels and session replays on German servers
Swetrix, run by Swetrix Ltd in Edinburgh, bundles page statistics with funnels, session replays and error tracking. Compared with Adobe Analytics it covers the product-analytics side that a lightweight counter lacks, and it is open source under AGPL-3.0, with a Community Edition that can be self-hosted for free. Hosted data sits at Hetzner in Germany.
The caveats come from the vendor's own pages. The company is in the UK, outside the EEA, on an adequacy decision, and its sub-processors include US services for email, error tracking and an AI chat. Cloud plans are €17 and €35 a month, and the 14-day trial asks for a payment method. For a company that wants to leave Adobe partly for jurisdiction reasons, the US sub-processors deserve a read.
What Swetrix does better than Adobe Analytics
- Open source with a free self-hosted Community Edition
- Funnels, session replays and error tracking inside the same tool
- Plan prices published at €17 and €35 a month
Where Swetrix is a step down from Adobe Analytics
- UK company, outside the EEA, relying on an adequacy decision
- US sub-processors for email, error tracking and the AI chat
- Nothing like Adobe's segmentation depth or workspace
Standout against Adobe Analytics. A self-hostable, open-source tool that adds funnels and session replays to the basic statistics.
TWIPLA
Statistics, recordings, heatmaps and polls from one German supplier with a public price list
Best for: Marketing and UX teams that want behaviour data and a clear price, not a quote
TWIPLA, from Visitor Analytics GmbH near Munich, joins website statistics to session recordings, heatmaps and surveys. An Adobe estate would need separate products or modules for that mix, so for a UX-minded team the integration is the point. The database is at Hetzner in Germany; CDN nodes at OVH in France and Hostinger in Lithuania hold data for under a second.
The full price list is published, from a free plan through Starter at $2.99 a month to Enterprise from $77.99, with 20 percent off for yearly billing and prices excluding VAT. They are in US dollars, which is worth noting for a European budget. The product is not open source, no independent certification is shown, and a sister company in Wyoming appears in the imprint.
What TWIPLA does better than Adobe Analytics
- Recordings, heatmaps and surveys together with the statistics
- Every price published, including a free plan
- Database in Germany and European sub-processors
Where TWIPLA is a step down from Adobe Analytics
- Prices in US dollars, excluding VAT
- No published certification such as ISO 27001
Standout against Adobe Analytics. Statistics, recordings, heatmaps and surveys sit on a single published price list.
Mouseflow
A Danish behaviour tool for replays and form analytics, not a full analytics replacement
Best for: Conversion teams that need to see where visitors get stuck on forms and checkouts
Mouseflow is not an analytics suite and does not pretend to be one. The Copenhagen company offers session replay, heatmaps, friction detection and form analytics, which makes it a companion to a reporting tool more than a substitute for Adobe Analytics. It has run since 2009 under Danish law, and EU customer data is stored in Belgium.
A free plan covers 500 sessions a month, and paid plans run from Essential at $25 to Premium at $319 a month, with Enterprise on request. A 14-day trial applies to paid plans. Storage is on Google Cloud and a US affiliate in Texas is a sub-processor for support and development, so a European company still leans on American infrastructure. Pair it with a counting tool.
What Mouseflow does better than Adobe Analytics
- Replay, heatmaps, friction detection and form analytics in one product
- A Danish contracting company with terms under Danish law
- A free plan to start with
Where Mouseflow is a step down from Adobe Analytics
- Not a replacement for general reporting or segmentation
- Hosted on Google Cloud, with a US affiliate as a sub-processor
- Prices in US dollars with VAT not stated
Standout against Adobe Analytics. Form analytics and friction detection show where visitors give up, which a counting tool cannot.
Best for: Content and marketing sites where traffic, sources and goals are the reports that matter
Plausible comes from Estonia and shows traffic on one page, loaded by a script under 1KB. Next to Adobe Analytics that is a different kind of product: no report suites, no workspace, no classification files. What it keeps is the daily question of where visitors come from and what they do, answered without cookies and so without a banner. Hosting is in Germany.
It is open source under AGPL, and the self-hosted version is functionally identical to the cloud product, which gives a team an exit route if the vendor changes. Pricing starts at about €9 a month with a 30-day trial. There are no funnels, cohorts or multi-touch attribution, no heatmaps or recordings, and Google Analytics history cannot be imported, so Adobe data will not import either.
What Plausible Analytics does better than Adobe Analytics
- Setup measured in minutes, not an implementation project
- Self-hosting that matches the cloud product
- Cookieless counting that needs no consent banner
- A price a small team can approve without a procurement round
Where Plausible Analytics is a step down from Adobe Analytics
- No funnels, cohorts or attribution modelling
- No heatmaps, session recordings or A/B testing
- Cannot import data from other platforms
Standout against Adobe Analytics. Everything fits on one page, so people actually open the report.
Simple Analytics
Dutch analytics with public dashboards and a full raw export for outward reporting
Best for: Companies that show traffic to advertisers, investors or customers without granting accounts
Simple Analytics, from Amsterdam, keeps data in the Netherlands and offers two things Adobe's model does not emphasise: public dashboards that let you share traffic without an account, and a raw data export in several formats. It also adds AI-generated summaries of changes in plain language. For a team that sends Adobe screenshots to clients every month, a shareable link is a real time saver.
The limits are the same as for the other minimalist tools: no funnels, segmentation or cohorts, and light e-commerce tracking. Its application is proprietary, with only the tracking scripts open source, and there is no self-hosted option. Plans start at about €9 a month for 100K pageviews. Treat it as a reporting tool for websites, not as a platform for analysts.
What Simple Analytics does better than Adobe Analytics
- Public dashboards with no account needed
- Full raw data export in several formats
- Data held in the Netherlands
Where Simple Analytics is a step down from Adobe Analytics
- No funnels, segmentation or cohort analysis
- No self-hosting, and a proprietary application
- Light e-commerce tracking
Standout against Adobe Analytics. A public dashboard link replaces the monthly traffic screenshot.
Pirsch
A flat-rate German tool for agencies running many sites, with every feature on every plan
Best for: Agencies and owners of many small sites who want one account and no feature tiers
Pirsch, from Emvi Software GmbH, starts at about €4 a month for 10,000 pageviews, and every plan includes unlimited websites, unlimited team members and every feature. For a business used to Adobe contracts where modules are priced separately, that flat structure is a visible difference. It is open source under AGPL v3, can be self-hosted, and runs on German servers.
The privacy design is also the main limit. A daily hash of IP address, User-Agent and a salt identifies a visitor within one day and is regenerated every day, so nobody can be followed across days. That rules out multi-day journey analysis completely. There are no heatmaps, recordings or A/B tests, and the product has existed only since 2021, so it is the youngest option here.
What Pirsch does better than Adobe Analytics
- The lowest entry price on this page, with all features included
- Unlimited sites and team members on every plan
- Open source, with self-hosting available
Where Pirsch is a step down from Adobe Analytics
- No multi-day user journeys, by design
- No heatmaps, recordings or A/B testing
- Younger and with a smaller ecosystem than Plausible
Standout against Adobe Analytics. One flat plan covers unlimited sites, so adding the fortieth property costs nothing extra.
What actually breaks when you switch
The first thing that breaks is history. None of the European tools here imports Adobe report suites, so year-over-year comparison restarts on the day you switch.
Export data feeds or Data Warehouse files before the contract ends, keep them in your own storage, and run the old and new tool in parallel for at least a quarter. Expect the totals to differ, because tools that count without a banner see visitors that a consent-dependent setup never counted, and visits, sessions and unique visitors are defined differently from tool to tool.
The second is people. Analysts who think in eVars and Workspace projects have to learn another vocabulary, and the reports that managers receive on a schedule must be rebuilt before the old ones are switched off.
Tag implementation changes as well: AppMeasurement or Web SDK calls in the page code are replaced by a new script or tag manager container, which is a task for developers. Finally, read the exit terms of your Adobe agreement for notice periods and renewal dates, since that determines how long the parallel run can last.
Can a European tool replace Adobe Analytics at enterprise scale?
For measurement, segmentation, tag management and consent handling, Piwik PRO, etracker and Friendly Analytics cover a large part of what a typical Adobe deployment is used for in daily practice. Piwik PRO adds a customer data platform, which is the part of the Adobe stack that people most often assume cannot be replaced without a second US vendor.
Where it does not hold is the long tail. Adobe's documentation describes report suite rollups, a cross-channel product in Customer Journey Analytics and media analytics for streaming services. The European vendors on this page do not claim equivalents for those. If your use depends on them, a European tool can cover the website and app layer while another system covers the rest, and you should run both side by side before cutting over.
Is it realistic to move from Adobe Analytics to a cookieless tool?
It is realistic for the part of the estate that is mostly counting: marketing sites, blogs, documentation and campaign landing pages. etracker, Plausible, Simple Analytics and Pirsch describe tracking that works without a consent banner, so every visit is counted instead of only the visits that accepted tracking. That changes your absolute numbers, which is the first thing to explain to stakeholders before the switch.
It is less realistic for logged-in product analytics or long sales cycles where a person has to be recognised across weeks. Pirsch is open about this, since its daily hash design makes multi-day tracking impossible on purpose. For those cases pick a suite with identity features, such as Piwik PRO or Friendly Analytics, and accept the consent management that comes with it.
Which one to pick
Pick Piwik PRO if the job is replacing an enterprise stack and you want analytics, tag management, a customer data platform and a consent manager from one European supplier. Pick etracker if marketing owns the decision, the audience is mainly German-speaking and a banner-free count matters more than analyst tooling. Pick Friendly Analytics if you want Matomo's breadth with a published price and Swiss hosting, and you can accept that Switzerland is outside the EEA.
For behaviour data, choose TWIPLA when you want recordings, heatmaps and surveys on a published price list, Swetrix when open source and funnels matter, or Mouseflow when form analytics is the main need, next to a counting tool.
For sites where Adobe was always more than you needed, Plausible, Simple Analytics and Pirsch are cheaper and easier, and Wide Angle Analytics sits in between. Keep Adobe if your use depends on Customer Journey Analytics or media analytics, since none of these tools offers them.
Frequently Asked Questions
Piwik PRO is the closest match in scope: a Polish suite with analytics, a tag manager, a customer data platform and a consent manager, hosted only in EU data centres. etracker suits marketing teams that want segmentation without a banner, and Friendly Analytics offers managed Matomo from Switzerland. Smaller sites that only need readable traffic reports can use Plausible, Simple Analytics or Pirsch.
It removes one of them: the contracting party is established in Europe. Piwik PRO uses EU-only data centres, etracker hosts in Germany, TWIPLA keeps its database at Hetzner in Germany, and Simple Analytics holds data in the Netherlands. Switzerland and the UK sit outside the EEA and rely on adequacy decisions, which applies to Friendly Analytics and Swetrix. Check sub-processors in each vendor's own terms.
Adobe documents two routes: data feeds, delivered hourly or daily to a cloud bucket, and Data Warehouse requests, which can take up to 72 hours and are enabled for administrators on specific report suites. Plan the export early, store the files yourself, and expect that a European tool will not import them directly. Keep Adobe running in parallel until reports have been rebuilt and compared.
Pirsch starts at about €4 a month for 10,000 pageviews with every feature on every plan, and Plausible and Simple Analytics start around €9 a month. They are priced for small and mid-sized traffic, so check the volume tiers against your real pageviews. Piwik PRO has a free core plan with paid plans on request, and Friendly Analytics lists CHF 59, CHF 129 and from CHF 999 a month.
Yes, but not from the minimal tools. TWIPLA, Swetrix and Mouseflow include session replay, and TWIPLA and Mouseflow also offer heatmaps. Friendly Analytics offers Matomo heatmaps and A/B testing. Plausible, Simple Analytics and Pirsch do not provide replays or heatmaps, so pair one of them with a behaviour tool if your analysts rely on that view.
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