By analyzing a heatmap, you can see which visuals, text, or product features really resonate with your audience. This helps you optimize your creative, improve engagement, and adjust messaging for different audience segments.
High attention (Red): Areas viewers notice first and focus on the longest—your “scroll-stoppers” or key attention drivers.
Medium attention (Yellow): Areas that get noticed but less strongly; useful for supporting information or secondary messaging.
Low attention (Blue): Areas largely ignored; may need redesign, repositioning, or simplification.
Here is how you can interpret the Attention Heatmaps Report.
Executive Summary
The executive summary provides a quick view of areas with high and low attention. It highlights key insights, opportunities, and when using a comparative heatmap differences between audience segments.
Audiences
Audience refers to the visitors whose attention is being tracked on a website, ad, or other visual content, i.e. your Target Audience, with which the study has been conducted.
Heatmaps use color gradients to show where this audience is looking; warm colors (red/orange) mark high-attention areas, while cool colors (blue/green) mark low-attention areas. By studying these patterns, you can see which elements or placements are most effective at capturing attention.
Hotspots & Viewer Attention
You can use this section to see which parts of the creative drew the most attention.
Identifies visuals or text that audiences focused on the most.
Compares attention across different segments.
Highlights elements that are working well and those that might need improvement.
Specific Insights
Specific Insights are actionable observations derived from analyzing audience attention patterns. They explain why certain elements capture more or less attention, highlight differences between audience segments, and provide guidance for optimizing visuals, messaging, or layout to improve engagement, comprehension, and overall effectiveness of the creative.
In essence, they turn raw gaze and attention data into meaningful recommendations that inform design and marketing decisions.
Single Heatmap View
You can use the Single Heatmap View to analyze attention on one creative at a time. This lets you see exactly which areas of that specific ad or visual captured the most focus, which areas were moderately noticed, and which were ignored.
Focus on the high attention (Red) zones to understand where the audience pays a lot of attention.
Look at medium attention (Yellow) zones to see supporting elements or secondary messaging that still hold some impact.
Check low attention (Blue) areas to identify parts where the audience may not pay much attention.
This view is useful for optimizing a single creative before comparing it to others or launching it broadly.
Comparative Heatmap View
You can use the Comparative Heatmap View to analyze multiple creatives side by side. This shows how different ads perform across the same audience segments, highlighting which visuals, messages, or elements attract more attention relative to others.
Compare Attention Intensity: Look for differences in attention intensity areas between variations.
Review Key Areas: Compare attention to critical elements such as the product visual, brand logo, event dates, call-to-action (CTA), and other important areas to make an informed decision.
Combine Insights: Combine heatmap insights with audience feedback via a focus group discussion to better understand and confirm your decisions.
Read more about How to Conduct a Comparative Heatmap Study Here
Read more about Gaze Sequence Here