Fullstory

Overview

Fullstory is a digital experience analytics platform from Fullstory, Inc., which lists offices in Atlanta, London, Sydney and Singapore^[8]. Its distinguishing feature is tagless autocapture, which records interactions without predefined tags so that teams can analyse past behaviour retroactively^[8]. Heatmaps show scroll and click behaviour and can be overlaid with revenue, average order value and conversion rate by page element, with drill-down from a heatmap trend to the sessions behind it and attention analysis of which elements are ignored^[8].

Fullstory sells Analytics in Business, Advanced and Enterprise plans, all priced on request, with add-ons including StoryAI, Guides and Surveys, Mobile and multi-organisation management^[7]. A free plan, FullstoryFree, includes 30,000 sessions per month and 12 months of data retention for up to ten users, but excludes dashboards and StoryAI^[7]. The long retention on the free plan is unusual. The drawbacks are opaque pricing for paid tiers and the absence of a self-serve trial, as Fullstory offers demos instead^[7].

What Fullstory does

• Tagless autocapture (Fullcapture)
• Revenue, AOV and conversion overlays on heatmaps
• Root-cause drill-down to sessions
• Attention analysis
• StoryAI add-on
• Mobile analytics add-on
• High-fidelity session replay
• Autocapture of interactions

Fullstory pricing

FullstoryFree: 30,000 sessions/month, 12 months retention, up to 10 users. Business, Advanced, Enterprise: request pricing. Add-ons: StoryAI, Guides and Surveys, Mobile, Multi-Org Management.

Fullstory strengths and limitations

Appears in

• Best Product Analytics Tools in 2026 #6
• Best Heatmap Tools in 2026 #3

Fullstory alternatives and competitors

Alternatives to Fullstory: companies ranked in the same lists.

• Matomo
• PostHog
• Mixpanel
• Amplitude
• Microsoft Clarity
• ZAZoho Analytics
• VWO Behavioural Analytics
• Lucky Orange
• MMouseflow
• CECrazy Egg
• Userpilot
• CHContentsquare (incl. Hotjar)