Hotjar Implements Major Pricing Restructure and Increases Growth Plan Cost by 25%
What happened
Between the Jul 4, 2025 and Oct 5, 2025 captures of Hotjar's pricing page, Pulse recorded 4 changes: Complete pricing page restructure: products renamed from Observe/Ask/Engage to Experience Analytics/Voice of Customer/Product Analytics, session tracking changed from daily to monthly metrics; Growth plan (formerly Plus) increased from $32/month to $40/month (25% increase, annual billing); Session tracking changed from daily sessions to monthly sessions across all Experience Analytics plans; Plans renamed: Basic to Free, Plus to Growth, Business to Pro. Pulse files it as a pricing change (package change, price increase, metric change, plan renamed) with an upward direction. Pulse's latest capture (Jun 22, 2026) lists Experience Analytics Growth at $39 and Voice of Customer Growth at $79.
Hotjar's previous recorded change was "Hotjar Introduces User Tests Feature for Unmoderated Testing Across All Paid Plans" (Q4 2024). Before that Pulse recorded "Hotjar Introduces Unlimited Dashboard Creation and Templates Across All Plans" (Dec 2023). Hotjar has been tracked since 2023-11-14.
In the same window Fullstory also changed their Data & Analytics pricing pages. Those moves are listed further down, and the Pulse Agent can compare them side by side.
- Product Analytics · PackagingChanged
BeforeObserve/Ask/Engage
AfterExperience Analytics/Voice of Customer/Product Analytics
- Growth · Price+25%$32/month$40/month
- Experience Analytics · Pricing modelChangeddaily sessionsmonthly sessions
- — · PlanPlan renamed
Plans renamed: Basic to Free, Plus to Growth, Business to Pro
| Plan | Field | Before | After | Change |
|---|---|---|---|---|
| Product Analytics | Packaging | Observe/Ask/Engage | Experience Analytics/Voice of Customer/Product Analytics | Changed |
| Growth | Price | $32/month | $40/month | +25% |
| Experience Analytics | Pricing model | daily sessions | monthly sessions | Changed |
| — | Plan | Plans renamed: Basic to Free, Plus to Growth, Business to Pro | Plan renamed | |
Values as written on Hotjar's public pricing page in the two captures Pulse compared; where the page states no number, the cells give the wording before and after.
Evidence
The two captures Pulse comparedFull-page captures of Hotjar's pricing page (hotjar.com) from Jul 4, 2025 and Oct 5, 2025; the change is marked on the page, where growth price reads $32/month and then $40/month.
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The two full-page captures with this change marked up are free with an account.
Hotjar, pricing history
Full history- Mar 31, 2026packagingHotjar slashes MCP tool call limits from monthly to yearly caps
- Apr 1, 2026packagingHotjar Restructures Session Replay Limits, Adds MCP Tool Caps
- Jan 10, 2026improvedHotjar Increases Free Plan Monthly Sessions by 10x, Enhancing Accessibility for Users
- Q3 2025packagingHotjar Implements Major Pricing Restructure and Increases Growth Plan Cost by 25% · this change
- Q4 2024improvedHotjar Introduces User Tests Feature for Unmoderated Testing Across All Paid Plans
- Dec 2023improvedHotjar Introduces Unlimited Dashboard Creation and Templates Across All Plans
Across Data & Analytics in the same window
All Data & Analytics changes- FullstoryJan 10Fullstory Introduces Data Direct Plan for Enhanced Data Science and Analytics Capabilities
- FullstoryJan 10Fullstory Expands Free Tier: 30,000 Monthly Sessions, 12 Months Analytics Retention, and Core Features for Up to 10 Users
- FullstoryJan 10Fullstory Restructures Pricing to Offer Three Distinct Solutions: Analytics, Workforce, and Anywhere for Enhanced Customer and Employee Experiences
- FullstoryJan 10Fullstory Rebrands Autocapture to Fullcapture, Enhancing Server-Side Processing and Behavioral Data Capabilities
Questions about this change
Did Hotjar raise prices in October 2025?
Yes. Pulse captured Hotjar's pricing page on Jul 4, 2025 and again on Oct 5, 2025 and recorded 1 price increase: Growth: $32/month → $40/month (+25%).
What changed on Hotjar's pricing page between Jul 4, 2025 and Oct 5, 2025?
Product Analytics packaging: Observe/Ask/Engage → Experience Analytics/Voice of Customer/Product Analytics, changed; Growth price: $32/month → $40/month (+25%); Experience Analytics pricing model: daily sessions → monthly sessions, changed; Plans renamed: Basic to Free, Plus to Growth, Business to Pro. Pulse compared the captures it took on Jul 4, 2025 and Oct 5, 2025; the before/after table above lists each item as written on the page.
How often does Hotjar change its pricing?
Pulse recorded 0 other pricing-page changes for Hotjar in the 90 days before this one; the previous change was "Hotjar Introduces User Tests Feature for Unmoderated Testing Across All Paid Plans" in Q4 2024; Hotjar has been tracked since 2023-11-14.