Case Study: The Atlantic achieves instant, developer-free content engagement insights with Heap

How the Atlantic uses Heap to measure content results

The Atlantic, a long-running and fast-growing media brand, needed deeper insight into how readers interact with its sponsored content. While existing tools tracked page views and time on site, Jen Sun’s product team lacked granular, user-level engagement metrics for increasingly interactive articles and widgets—and relying on developers to add tracking was slow and inefficient.

Heap solved this by automatically capturing all user interactions and offering a point-and-click Event Visualizer that lets non-technical team members define events and run analyses without code. The retroactive analysis capability meant The Atlantic could answer new client questions and measure ad engagement immediately, closing the feedback loop and saving significant time and resources.

The Atlantic

Jen Sun

Product Manager