What are Heatmaps for Dynamic Product Pages?
Heatmaps for Dynamic Product Pages (DPP) give you an aggregated visual map of where users click across your product-specific landing pages. Instead of guessing which parts of your DPP templates are getting attention, you can see exactly where engagement is concentrated — overlaid directly on your page layout.
Before this feature, heatmap analysis was not available for DPP destinations. Brands running catalog-driven ad campaigns (Meta DPA, Google PLA) had no visual layer to understand template performance — just conversion numbers. If a layout wasn't working, there was no way to pinpoint why.
Dynamic Product Page Heatmaps change that. You get a full click map per product group, filterable by template, device, channel, and campaign — so you can make layout decisions with the same confidence as a brand optimizing a dedicated landing page.
How to Access Dynamic Product Page Heatmaps
Navigate to Dynamic Product Pages in the FERMÀT dashboard
From the main navigation, select DPP.Open Behaviour Analytics → Heatmaps
In the left sidebar, go to Behaviour Analytics, then click Heatmaps. Select the product group you want to analyze.Apply filters
Use the available filters to segment your heatmap data:Time — date range
Template — isolate a specific DPP layout variant
Category — filter by product category (with purchases)
Device — mobile or desktop
Channel — Meta, Google, etc.
Campaign — specific ad campaign
View the click heatmap
The heatmap renders as a color overlay on your template. Warmer colors (red/orange) indicate higher click density; cooler colors (blue/green) indicate lower engagement.Use Interactive Hotspots
Hotspots are automatically highlighted on the heatmap to show the areas with the highest click concentration. Each hotspot displays a click count. You can:Click a hotspot in the panel — jumps directly to its location on the heatmap
Hover over a hotspot on the page — see the exact click count for that area
Use Cases
Identify which template layout drives the most add-to-cart clicks
Use the Template filter to compare heatmaps across your DPP layout variants. If one template is generating click clusters on the add-to-cart button and another is seeing clicks in dead zones, you have a clear signal for which layout to scale.
Optimize your Dynamic Product Page layout for mobile vs. desktop visitors
Filter by Device to see how click patterns differ between mobile and desktop. A module that works well on desktop may be getting ignored on mobile — heatmaps make these differences visible so you can adapt your layout.
Compare engagement across Meta and Google traffic
Your DPA and PLA audiences often have different intent levels and browsing behavior. Use the Channel filter to view separate heatmaps for Meta vs. Google traffic and see whether the same template serves both audiences equally.
Audit cross-merchandising placement
If your DPP template includes product recommendation grids or cross-sell modules, heatmaps show whether users are engaging with them. Low click density on a cross-sell module is a signal to move it, resize it, or rethink the product selection.
FAQs
Do heatmaps update in real time?
Heatmaps reflect aggregated data and typically update on a delay. They are not a live view — you're seeing accumulated click data over the selected time period.
Does filtering by Template show me one layout variant's heatmap at a time?
Yes. Selecting a specific template from the filter renders the heatmap for sessions that landed on that variant only, so you can analyze layouts independently.
How are Interactive Hotspots different from the heatmap overlay?
The heatmap overlay shows the full distribution of clicks as a continuous color gradient. Hotspots are discrete markers that call out the top click clusters specifically — they make it faster to identify the most important areas without reading the full gradient.
Can I use Dynamic Product Page Heatmaps alongside Scroll Depth?
Yes. Heatmaps (click) and Scroll Depth are separate views within the same Behaviour Analytics section. Use heatmaps to understand where users click, and Scroll Depth to understand how far they engage with the page vertically.
Do heatmaps work with Pierre or active experiments?
Yes. When running a DPP experiment, use the Template filter to isolate each variant's heatmap and compare click behavior between them. This is one of the most effective ways to understand why a winning variant outperforms.