A suite for the whole site, and a tool built for your forms
What Mouseflow does well
Mouseflow is a behaviour analytics suite from Copenhagen, measuring websites since 2009. It puts seven tools in one place: heatmaps, session replay, friction detection, funnels, journeys, form analytics and feedback surveys. G2 names it a Leader for heatmap tools, and its prices are public and flat, with unlimited team members on every plan.
It does a lot of that well. Replays and click, scroll and geo heatmaps come with every plan, including a free one. Friction detection flags rage clicks, dead clicks, click errors and 404s out of the box. Segments go deep, from your data layer to the variants of ten A/B testing tools, and Mina AI answers questions about replays, heatmaps, funnels and journeys in plain language. EU data stays in Belgium, and keystrokes and IP addresses are masked by default.
If you want to see how visitors move through your whole site, Mouseflow gives you a broad, mature answer. The differences start inside the form: what it measures there, which plan it takes, and what happens after you find the problem.
Form analytics from Premium, one report per form
Mouseflow’s form analytics is part of Premium and Enterprise, not of Free, Essential or Advanced. Premium costs €319 a month billed yearly, and includes 100,000 sessions, heatmaps, surveys and replay for the whole site.
You set it up per form. On the Forms page you pick the page, pick the form Mouseflow found there and check its fields. Forms without a form tag need an extra class, custom submit buttons another, and a success or error message on the same page a line of JavaScript before failed submits count. The report is then built from the sessions Mouseflow recorded on that page.
Exatom starts with one tag on every page, directly or through Google Tag Manager. It finds every form and field by itself, captures every validation message without extra code and lets you rename raw field names to labels your team recognises. The Free plan covers one form, for up to 10,000 visits a month and with no time limit.
Sessions, cookies and what you see
Mouseflow records every session it is allowed to, without sampling, up to the sessions in your plan. When a month’s sessions run out, all tracking stops until the next refill, unless you buy one at the plan’s monthly price. Because the form report is built from recordings, the form data stops with it.
Consent narrows the picture further. Mouseflow sets a session cookie and a 90-day cookie for returning visitors, and advises you to class them as statistics cookies. Its option to use browser storage instead does not change that, as Mouseflow itself says. Where your privacy rules require consent, every visitor who declines drops out of your replays and your form data, and a friction point that hits them stays out of sight.
Exatom works without cookies and without personal data. It runs outside the consent layer, records every session on every form and counts close to every visitor. It is also ISO 27001:2022 certified as a company. Mouseflow’s ISO 27001 certificate is Google Cloud’s, the platform it runs on.
Where the field metrics differ
On the basics the two tools match: visits, interactions, submits and abandons per form, drop-off per field, time per field, fields changed after a failed submit and fields left blank. Both open the replays behind a drop-off in one click.
Instead of only looking at forms on a high level, Exatom allows you to analyze interaction per individual field. You can clearly see how long users take to complete fields, where they run into issues, how often errors occur, and which error messages are triggered.
Verified User in Automotive
Small-Business (50 or fewer emp.), review on G2
Exatom adds detail where a field fails. It captures every error message per field and per device, without extra setup. It shows which fields the browser fills in by itself and which it misses. It reports hesitation, the pause before a prospect starts on a field, next to the time spent in it. And it shows how many prospects who fail at submit finish on a retry.
AI that knows your forms
Mouseflow’s Mina AI answers questions in session replay, heatmaps, funnels, journeys and friction reports, on paid plans. Its weekly Mina Insights, in beta on Premium, works from site-wide metrics. Neither lists the form reports.
Eureka, Exatom’s AI CRO assistant, is built on the form data. Ask it about any form and it answers from your live data, with the number attached, ranks the fixes by impact and drafts them for you to approve. It is part of every plan, the Free plan included.
From finding friction to fixing it
This is where the two tools part ways. Mouseflow shows you where the friction is and leaves the change to your team, and on many sites a form change waits for a sprint.
Exatom fixes the form from the dashboard. Smart Nudges show a short message beside a field at the moment a prospect hesitates or hits an error. Autofixes correct technical friction, such as a numeric field that opens a full keyboard on mobile or a missing autocomplete attribute. Both go live through the tag already on your site once you approve them, and both are A/B tested against a control group, so you know what a fix added before you keep it.
Which one fits your site
Pick Mouseflow if you want heatmaps, journeys and surveys across your whole site in one tool, you are happy with a session quota and a consent banner in front of it, and your developers have time for the changes the data points to.
Pick Exatom if your forms and checkouts carry real revenue and you want them measured field by field, from every visitor, without cookies, and fixed without a developer. The two also work side by side: keep Mouseflow for the pages, and let Exatom take care of the forms. Start with the Free plan and see where your prospects abandon.
