I’m that user that clicks everything, highlights everything, spazzes around with the mouse. I’d probably make whoever is looking at HotJar very confused! (are there any easter eggs I can find? )
Colinsa brings up very good pointers.
We’ve used HotJar, and are currently using Crazy Egg. We don’t necessarily report on the exact details, but instead we use that data to create optimizations that we then report to the client if it performed better or not.
For example, we can see no user has clicked X CTA, so as an optimization we can change the verbiage and then see if it receives clicks. If it performed better and received clicks which turned into conversions, we could add that to our report. We changed the verbiage and it increased clicks and thus resulted in more conversions. But we don’t really send over the data that lead us to that decision. That data only really applies in the context of the landing page, specific ad, etc. As colinsa pointed out, if misinterpreted or taken out of context the data can lead to assumptions about a whole userbase/population.
Here’s a good question to ask yourself (or even the client!), what do you think your clients are expecting in the reports?