Heat mapping data is an analytical tool used to identify patterns, understand customer behaviour and reveal insights about trends in various data sets. It allows companies to quickly assess user engagement trends by visually representing the distribution of data points through colour-coded “hot” (high-activity) and “cold” (low-activity) zones. By providing a graphical representation of information that would otherwise have been difficult to analyze, heat mapping makes it easier for businesses to draw meaningful conclusions from complex data sets. Furthermore, this technique can be used to optimize website performance, identify opportunities for improvement and ultimately drive success.