Case Study: Teachers Pay Teachers achieves a 70% increase in CTR and saves 1.5 analyst-hours/week with Heap

For Teachers Pay Teachers, Heap empowers product managers to move quickly with confidence

Teachers Pay Teachers (TpT), a New York–based ed‑tech marketplace for K–12 resources, faced unreliable and hard-to-use analytics. The Head of Analytics found Google Analytics lacked a centralized view of events, forcing repeated back-and-forth with product and engineering teams and preventing confident, scalable decision‑making.

TpT switched to Heap, whose autocapture and event visualizer let product managers self-serve, build reports faster, and debug post‑launch issues without engineering help. Using Heap for A/B testing they rolled out a winning variant that improved click‑through rate by 70%, and the new workflow saves each analyst about 1.5 hours per week.

Teachers Pay Teachers

Julian Gilliatt

Head of Analytics, Supporting