The "auto-capture" feature is magical — it tracks every click/form submission automatically, meaning if you realize 6 months later you want to track a specific button, the data is already there retroactively
less reliant on developers
Northbeam
More sophisticated attribution modeling than Triple Whale, aimed at larger ad budgets
excellent at identifying incrementality (is this ad actually driving *new* sales?)
Cons
Heap
Auto-capture can lead to a messy, cluttered data environment if not governed strictly
expensive at higher tiers
Northbeam
Higher price point and steeper setup than Triple Whale — overkill for smaller spend levels
