Fullstory

Overview

Fullstory is a behavioral analytics platform for businesses seeking to understand how people use websites, web apps, and mobile products. It is best suited to product and customer-experience teams that need replay alongside broader analytics, not just a record of individual sessions. Its mix of web and mobile capture, analysis tools, and privacy controls makes it a capable choice, though the free plan has firm capacity limits and paid plans use custom pricing.

Fullstory Analytics brings dashboards, journey maps, conversion funnels, user segments and cohorts, mobile analytics, replay, heatmaps, guides and surveys, and sentiment signals together. That breadth can help teams investigate both specific points of friction and wider behavioral patterns; it will be more than a lightweight recording tool for teams that only need to watch sessions.

Explore Customer Experience Analytics Software, Heatmap and session replay tools, Session Replay Software, Customer Journey Analytics Software, Session Recording Software, and Customer Analytics Software.

Key features

Session replay, heatmaps, watched elements, tabbed browsing, and developer tools let teams examine behavior in context. Rage-click detection can flag repeated, frustrated interactions, while journey maps and funnels help trace how users move through a product and where conversions occur. The combination is useful for teams connecting an observed interaction to a broader path, though those who need only recordings may not benefit from the full analytics suite.

Fullcapture gathers and translates behavior across web and mobile apps, processing it on the server as a single stream. Fullstory’s mobile replay reconstructs sessions from draw instructions rather than screenshots and supports iOS, Android, Flutter, React Native, and Cordova/Capacitor; the mobile SDK’s typical payload is about 100 KB per minute. That approach covers multiple mobile frameworks, while the payload is a practical consideration for teams evaluating mobile capture.

Integrations and an open API support connections with other systems. Teams can add custom event data through webhooks, JavaScript APIs, and HTTP APIs, and Data Layer Capture can ingest common attributes from platforms including Adobe Analytics and Google Tag Manager. This makes Fullstory more adaptable where teams already rely on those data layers or need to add their own events.

Privacy controls allow selective masking or exclusion of captured elements, with both non-technical rules and code-first controls. The trust center lists SOC 2, SOC 3, ISO/IEC 27001, ISO/IEC 27701, ISO/IEC 42001:2023, ISO/IEC 27017:2015, ISO/IEC 27018:2019, CCPA, and GDPR. These controls and certifications are relevant for teams handling sensitive customer interactions, though they do not remove the need to configure capture thoughtfully.

Pricing

Fullstory uses a freemium model, with a free plan and a 14-day trial. Paid plans have custom pricing, so organizations should weigh the included capabilities against their session volume and seat needs rather than expect a public monthly rate.

FullstoryFree

FullstoryFree includes 30,000 sessions, 10 user seats, 5,000 server-side events, and one year of session replay and product analytics retention. It is the clearest starting point for smaller teams that can work within those caps and want substantial retention without an upfront paid plan. If the monthly session limit is exceeded, existing sessions remain accessible, but Fullstory stops capturing new sessions until the next cycle or an upgrade; that makes the cap consequential for teams with variable or growing traffic. Support is through Community access, workshops, on-demand training, and other resources rather than email support.

Business

Business includes deep product analytics, qualitative insights, heatmaps, scroll maps, click maps, and session replay. It suits teams that want both quantitative analysis and visual context for behavior. Its price is custom, and the plan's feature list does not state a session quota or seat limit.

Advanced

Advanced adds trend discovery, roadmap planning, and funnel analysis alongside heatmaps, scroll maps, and click maps. It is aimed at teams using behavioral analysis to inform product priorities and funnel work; teams that do not need those capabilities may find the broader package unnecessary. Pricing is custom.

Enterprise

Enterprise includes predictive modeling, data science and analytics, and GenAI and LLM use cases, alongside heatmaps, scroll maps, and click maps. It is the plan for organizations with advanced modeling and analytics needs, rather than teams seeking basic replay. Pricing is custom.

Trial and support

A new account starts with a 14-day trial covering up to 5,000 sessions, two weeks of replay and analytics retention, and 20 user seats. The trial gives a team room to assess the product with more seats than the free plan, but the short duration and retention window limit how much historical behavior it can examine. Email support is available with paid plans.

Platforms

Fullstory supports web, iOS, Android, and API access. Mobile replay also supports Flutter, React Native, and Cordova/Capacitor, extending capture beyond native iOS and Android apps.

Who it's for

Fullstory fits businesses whose product, analytics, or customer-experience teams need to combine session-level investigation with funnels, journeys, heatmaps, and other behavioral signals across web and mobile. Its privacy controls and custom data options are useful for teams that need to shape what is captured or connect existing data layers. It is a weaker fit for organizations that need predictable public pricing, or for teams seeking only basic recording without a broader analytics toolkit.

Pros and cons

• Broad behavioral analysis: Replay, heatmaps, funnels, journey maps, cohorts, and sentiment signals support both interaction-level and product-wide investigation.
• Flexible mobile capture: Replay supports iOS, Android, and several cross-platform frameworks, using draw instructions rather than screenshots.
• Privacy and data controls: Teams can mask or exclude elements, use code-first controls, and add custom event data through APIs and webhooks.
• Free capacity has hard edges: The 30,000-session monthly cap and 10-seat limit can constrain teams, and exceeding the session limit pauses new capture until renewal or upgrade.
• Paid-plan costs are less predictable: Business, Advanced, and Enterprise all use custom pricing, so teams cannot compare them by a public monthly price.
• Free-plan support is community-led: Email support is reserved for paid plans, which may matter to teams needing direct support.

Alternatives

Qualtrics is a better fit for individuals focused on surveys: its free plan allows one user, three active surveys, and 500 total responses, rather than Fullstory's behavioral replay and product analytics emphasis.

Contentsquare may suit teams prioritizing a stated session allowance and data-access period: its free plan includes 10,000 monthly sessions and seven months of data access, while Growth includes 17,000–80,000 monthly sessions and 13 months of access.

QuestionPro is worth considering for survey-led work: its Essentials plan is free for one user and allows 200 responses per survey, while its Advanced plan is $99 a month, billed annually, with one user and 25K responses per survey.

Level AI Contact Center Analytics, Verint CX Analytics, and CallMiner Eureka are alternatives for readers comparing paid contact-center or customer-experience analytics products.

Checkbox Voice of Customer is an alternative for teams seeking a paid voice-of-customer product with a free trial and plans priced at $30 a month for Solo and $100 a month for Team.

Clootrack is another paid alternative, with custom pricing based on data volume and integrations and no per-seat user limits.

Verdict

Choose Fullstory if your team needs to connect web and mobile session replay with product analytics, journey and funnel analysis, and configurable privacy controls. Its substantial free-plan retention makes it a credible starting point, but the session and seat caps can interrupt capture as usage grows, and custom pricing makes paid-plan costs harder to budget. Look elsewhere if you need publicly stated paid pricing or a narrower survey-focused tool.