To avoid confusion and inconsistencies when talking about Hotjar (is Hotjar a tool or a service? Is Incoming Feedback a tool or a feature? etc.) we propose the following style:
Hotjar is a service
made of 8 tools (IF, recordings, etc.)
with additional functionality/feature (visitor lookup, etc.)
Examples:
“Here are the measures Hotjar is taking to allow you to use our tool service in a GDPR-compliant manner.”
“Our new visitor lookup tool functionality/feature allows you to do X, Y, and Z.”