I've worked very closely with tracking companies. They are very strict about not storing any unhashed identifyable information such as email adddress, postcode etc.
Some are good, some are in compliance with the law and some are not. It's a mixed bag, and then of course there is the small detail that 'the law' is not the same from one place to another and that plenty of companies use this to their advantage.
Have you ever seen hotjar, inspectlet, mouseflow and many other service? I mean check out the demo page on the inspectlet site, type in your email address, check the recording and tell me they don't store it in plain text.