Web and mobile analytics are an important part of any business, and difficult to get right. The most frustrating part is when you realize that you haven't been tracking a key interaction, having to write custom logic to add that event, and then waiting to collect data. Heap is a platform that automatically tracks every event so that you can retroactively decide which actions are important to your business and easily build reports with or without SQL. In this episode Dan Robinson, CTO of Heap, describes how they have architected their data infrastructure, how they build their tracking agents, and the data virtualization layer that enables users to define their own labels.