I have used hotjar once on a web project and found that tool to be very insightful. Now I stumbled over this tool, Clarity, from Microsoft that seems to do about the same thing.

From the site:

Clarity is a cutting-edge behavioral analysis tool that helps you understand user interaction with your website. By using Clarity's robust analysis tools, you can enhance your website for your clients and your business.

and it's a free service forever (wonder what free means here though?).

It seems to have interaction heatmaps on the site, session recordings and a nice dashboard with a lot of information.

Hoping to get some time soon to try it out.