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Zoning Insights

Zoning Insights lets you define named areas (zones) on your pages and analyze user engagement within those areas. Create overlays on your product UI that reveal how users interact with specific regions, such as hero sections, navigation bars, or call-to-action blocks.

Zoning Insights requires auto-captured interaction data (for example, click exposures, or scrolls) to compute element-level metrics directly on your pages. Because Zoning Insights uses autocapture to collect page-level click events and interaction data, it can increase event volumes.

Permissions

  • If you have an Admin or Manager role, you can create, update, and delete any zoning analysis.
  • If you have the Member role, you can create, update, or delete your own zoning analyses but can't edit anyone else's.
  • If you have the Viewer role, you can only view zoning analyses. For details, go to User roles and permissions.

Availability

You can use Zoning Insights on Web and Mobile Web.

How Zoning Insights relates to Session Replay and Heatmaps

Zoning Insights is different than either Session Replay or Heatmaps:

  • Session Replay: Records user sessions and lets you watch replays and debug behavior.
  • Heatmaps: Aggregates clicks, scrolls, and selector-level interactions on a page without defining custom areas.
  • Zoning Insights: Defines custom areas (zones) on a page and analyzes engagement within those areas. It complements Session Replay and Heatmaps when you care about specific regions (for example: banners, forms, or CTAs) rather than the whole page or raw selectors.

Configure Zoning Insights

Configure Zoning Insights through the Autocapture Remote Configuration settings in the Browser SDK v2 by enabling fetchRemoteConfig.

At minimum, turn on the following Autocapture options:

javascript
amplitude.init(AMPLITUDE_API_KEY, OPTIONAL_USER_ID, {
  autocapture: {
    pageViews: true,
    elementInteractions: {
      viewportContentUpdated: true,
    },
    frustrationInteractions: true,
  },
});
  • Page Views: Required. Computes page-level engagement metrics.
  • Element Interactions: Required. Computes click rates, exposure rates, and scroll reach. The viewportContentUpdated option within elementInteractions tracks element exposure when content loads dynamically.
  • Frustration Interactions: Required. Tracks rage-click metrics.

Optionally, you can pass additional options to elementInteractions such as cssSelectorAllowlist or viewportContentUpdated.exposureDuration (default: 150ms).

Zoning Insights metrics

Zoning Insights computes the following metrics for each zone:

MetricDefinition
Click recurrenceAverage number of clicks for each user who interacted with the element at least one time.
Click distributionBreakdown of clicks across elements on the page.
Click rate (session level)Proportion of page viewers who clicked on a specific element.
Click rate (page view level)Proportion of page viewers who clicked on a specific element, measured for each page view.
Exposure ratePercentage of page views where the element was visible.
Attractiveness rateProportion of page views where a user saw the zone and clicked it, out of all page views where the zone was visible. Measures how often exposure converts to interaction.
Rage click (session level)Proportion of page viewers who rage-clicked a specific element.
Rage click (page view level)Proportion of page viewers who rage-clicked a specific element, measured for each page view.
Scroll reachPercentage of page views where a specific element was scrolled into view.
RevenueTotal revenue attributed to interactions with this element.
AI opportunity scoreAI-generated score combining multiple metrics to surface optimization opportunities.

You can purchase Revenue and AI Opportunity Score separately as premium add-ons.

Create an overlay

Create an overlay by drawing zones on a page and analyzing user engagement within those zones. An overlay uses either a single page or a page group as its data source:

  • Single page: A single URL. For example: amplitude.com/pricing.
  • Page groups: A group of related pages scoped by URL rules. For example: /product/*. In page groups, overlays display aggregated engagement metrics across the set of pages.

Create an overlay

  1. Navigate to Experience Analytics > Zoning Insights.
  2. Click Create Overlay and select either:
    • Single page
    • Page group
  3. Select the Amplitude space where you want the overlay saved and click Continue.
  4. If you're creating an overlay for a group of pages, do the following:
    1. Click Create new page group and enter a name for the group.
    2. Set a condition or rule for the group. For example, set the URL to begin with a specific domain such as amplitude.com/.
    3. Finish adding rules and click Create URL group.
  5. Specify the URL(s) to analyze. If your product supports the same URL matching options as Heatmaps, you can use:
    • Exact match for a single URL.
    • Pattern match with wildcards for similar URLs.
    • Contains for URLs that include a keyword or segment.
    • Starts with for a URL prefix and its subpages.
  6. Confirm that you want to create the page screenshot. Amplitude needs the screenshot to create the overlay. You need a screenshot for both single pages and page groups.
  7. Confirm that the correct URL is visible, then click Take Screenshot.
  8. Name the screenshot, describe it, and save it.
  9. Click each zone to turn it on or off.
  10. Save or apply the overlay so Amplitude can aggregate data for the defined zones.

After you save the overlay, review the metrics, user journeys, and session replays for each zone (for example, clicks, scrolls, or sessions that touched a zone). You can also create segments for each zone.

You can also turn on the Heatmap overlay to better understand heatmap clicks on your page.

Page groups and site maps

Page groups let you organize your pages so you can scope overlays to a set of related pages rather than a single URL.

A site map is a top-level container that holds one or more page groups. Each page group defines a named set of pages using URL match rules. You can then associate an overlay with a page group to analyze engagement across that set of pages together.

Create a page group

Page groups define which pages belong together using URL rules.

  1. Select a site map from the left sidebar.
  2. Click Create Page Group.
  3. Enter a name and choose a color for the group.
  4. Define one or more rules using the rule editor. For each rule, choose the rule field, an operator, and a value:
    • Rule fields: Match against the full URL or just the path portion.
    • Operators: contains / does not contain, starts with / does not start with, matches pattern / does not match pattern, matches exactly / does not match exactly.
  5. To exclude specific pages from a group, add an exclude rule using a "does not contain" or "does not match" operator.
  6. To filter by event, add an event filter and specify the event name, property, and value. Zoning Insights includes only sessions that fired the matching event on a page in the group.
  7. Add multiple rules within a rule group, or add more rule groups and join them with Boolean AND or OR.
  8. Select Save to create the page group.

The page group appears in the right panel with a badge showing the total rule count.

Create a site map

  1. Navigate to Experience Analytics > Zoning Insights.
  2. Select the Site maps tab.
  3. Select Create URL Group.
  4. Enter a title and an optional color for the group.
  5. Click Add rule group.
  6. Define one or more rules using the rule editor. For each rule, choose the rule field, an operator, and a value:
    • Rule fields: Match against the full URL or an Event.
    • Operators for URL matching: contains / does not contain, starts with / does not start with, matches pattern / does not match pattern, matches exactly / does not match exactly.
    • Event matching options: Page view, Click, Add to cart, Purchase, Sign-up, Search, Form submit.
  7. To exclude specific pages from a group, add an exclude rule using a "does not contain" or "does not match" operator.
  8. To filter by event, add an event filter and specify the event name, property, and value. Zoning Insights includes only sessions that fired the matching event on a page in the group.
  9. Add multiple rules within a rule group, or add more than one rule group and join them with Boolean AND or OR.

The new site map appears in the left sidebar.

Edit or delete site maps and page groups

  • To edit or delete a site map, hover over it in the left sidebar and select ..., then choose Edit or Delete.
  • To edit or delete a page group, select ... in the page group row, then choose Edit or Delete.

If your list is long, select Load More at the bottom to load additional items.

Compare overlays

To compare two overlays side by side, select Compare in the overlay toolbar, then choose a second overlay to display alongside the active one. Amplitude renders both overlays simultaneously so you can evaluate changes between time periods, page variants, or different audience segments.

Page comparator

The Page Comparator tab lets you compare performance metrics across page groups side by side in a table. Select a site mapping and an optional conversion goal to populate the table. Columns include views, sessions, views per session, bounce rate, exit rate, scroll depth, page height, time spent, activity, and load time (LCP). Use Customize columns to adjust which metrics appear, and Compare to select specific page groups for direct comparison.

Zone context menu actions

Right-click any saved zone to open its context menu. The context menu includes the following actions:

  • View user journey: Opens a user journey analysis scoped to sessions that interacted with this zone.
  • View session replays: Filters Session Replay to show replays where users interacted with this zone.
  • Create segment: Creates a behavioral cohort of users who interacted with this zone, which you can use in other Amplitude charts.
  • Delete zone: Removes the zone from the overlay.

Export a Zoning Insights analysis

Export your Zoning Insights data to share with teammates or include in presentations and reports.

Select the Share dropdown in the overlay editor toolbar to export an analysis.

Download CSV

Export zone metrics for the current overlay as a CSV file. Use CSV exports for offline analysis, importing into spreadsheets, or sharing engagement data across teams.

  • Exports all zone metrics for the visible overlay.
  • Works in both single view and compare view.

Download PNG

Export the current overlay view as a PNG image. The export includes the page screenshot with all zone overlays and metric labels visible.

  • Captures the full overlay with metric badges.
  • The export runs in the background: a loading indicator appears while Amplitude generates the image.
  • The file downloads automatically when ready.
  • Works in both single view and side-by-side compare view.

Copy a shareable URL to the current overlay. Anyone in your organization with access to Zoning Insights can open the link.

Copy a URL that opens the overlay in compare mode with the current comparison target. This option only appears when you're actively comparing overlays.

Export requirements

  • Save your overlay before exporting. Amplitude disables export options for unsaved overlays.
  • CSV and PNG export may require a paid plan depending on your organization's subscription. If your plan restricts this feature, a lock icon appears on the export menu items.

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