Head-to-head
Hotjar vs illumin
Two leading analytics tools, compared on pricing, features, and editorial fit. Updated for 2026.
illumin
Demand side platform with planning, insights, and incrementality measurement
Custom pricing
Visit illuminAt a glance
| Hotjar | illumin | |
|---|---|---|
| Tagline | See how visitors really use your site. | Demand side platform with planning, insights, and incrementality measurement |
| Pricing model | Freemium | Enterprise |
| Starts at | Free | Custom |
| Founded | 2014 | — |
| AI-native | ||
| Categories | Analytics, Landing Pages | Programmatic & Ad Tech, Paid Ads, Analytics |
| Vendor claimed |
Quick take
Pick Hotjar if you need see how visitors really use your site. Pick illumin if you need demand side platform with planning, insights, and incrementality measurement.
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Frequently asked
- Is Hotjar better than illumin?
- It depends on your use case. Hotjar is see how visitors really use your site, while illumin is demand side platform with planning, insights, and incrementality measurement. See the comparison above for which fits your team.
- What's the price difference between Hotjar and illumin?
- Hotjar is free. illumin uses custom pricing.
- Can I migrate from Hotjar to illumin?
- Most tools in this category support data import via CSV. For complex migrations, both vendors offer onboarding assistance on higher-tier plans.