Typito, a video design tool used by over 85,000 marketers, emphasizes the importance of understanding user engagement through analytics, crucial for product development cycles. Initially, Typito faced challenges in deciding which metrics to track, leading to either underestimating their value or spending excessive time on irrelevant data. By focusing on three core user actions—sign-up, project creation, and project export—Typito managed to streamline its analytics approach, aided by Heap Analytics. Heap's retroactive analysis capability enabled the company to log user actions and refine its understanding of user journeys without the initial need to track every detail. This approach allowed Typito to identify user behavior patterns, leading to better insights and product improvements. The company highlights Heap's advantages, such as ease of use and the ability to perform retroactive analysis, which are particularly beneficial for early-stage startups looking to gain actionable insights without being overwhelmed by data.