Fullstory

Overview

Fullstory is a behavioral analytics platform for teams improving customer experiences across websites, web apps, and mobile apps. It suits product and customer-experience teams that need to connect individual sessions with broader journey and conversion analysis. Its breadth is a strength, but teams wanting only lightweight recording may find more here than they need.

Analytics combines dashboards, journey maps, conversion funnels, segments and cohorts, mobile analytics, replay, heatmaps, guides and surveys, and sentiment signals. That range supports both investigating a specific interaction and examining patterns across users.

Key features

Session replay sits alongside heatmaps, watched elements, tabbed browsing, developer tools, and rage-click detection. Together these give teams several ways to examine friction rather than relying on recordings alone. Fullcapture automatically collects and translates behavior across web and mobile apps, processing behavioral data server-side in a single stream.

Mobile replay recreates sessions from draw instructions rather than screenshots, and supports iOS, Android, Flutter, React Native, and Cordova/Capacitor. The typical mobile SDK payload is about 100 KB per minute, a useful consideration for teams evaluating capture on mobile products.

Teams can extend analysis with custom event data through webhooks, JavaScript APIs, and HTTP APIs. Data Layer Capture ingests common attributes from systems such as Adobe Analytics and Google Tag Manager; an integration ecosystem and open API provide further connection options.

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.

Pricing

Fullstory is freemium, with a free plan and a 14-day trial. Paid plans use custom pricing. A new account's trial includes up to 5,000 sessions, two weeks of replay and analytics retention, and 20 user seats, so it provides a bounded evaluation rather than an open-ended preview.

The free plan's 30,000-session allowance and 10-seat cap set a clear ceiling. If its monthly session limit is exceeded, existing sessions remain accessible, but new sessions are not captured until the next cycle or an upgrade. Free users receive Community access, workshops, on-demand training, and other resources; email support is available with paid plans. Paid tiers add different analytical capabilities, but their custom pricing means buyers should weigh those capabilities against their own session and seat needs.

Platforms

Fullstory supports web, iOS, Android, and API access. Mobile capture covers native and cross-platform apps, including Flutter, React Native, and Cordova/Capacitor.

Who it's for

Fullstory is a strong fit for teams that need replay across web and mobile alongside funnels, journeys, heatmaps, and custom event data. Its privacy controls also suit organizations that need to mask or exclude selected captured elements. It is less suitable for teams that need only basic session viewing or require a free plan without a session cap.

Pros and cons

• Broad behavioral toolkit: Replay, heatmaps, journeys, funnels, cohorts, and sentiment signals support analysis at several levels.
• Mobile-specific capture: Replay supports multiple native and cross-platform frameworks and uses draw instructions rather than screenshots.
• Flexible privacy controls: Teams can apply non-technical rules or code-first controls to mask or exclude elements.
• Firm free-plan ceiling: The 30,000-session and 10-seat limits can constrain growing teams, and exceeding the session cap pauses new capture.
• Custom-priced paid plans: Buyers cannot compare paid tiers by public price and must evaluate fit against their needs.

Alternatives

For a limited survey need, Qualtrics has a free plan for one user with three active surveys and 500 total responses; it is a better fit for that specific allowance than Fullstory's behavioral analytics toolkit.

Contentsquare offers a free plan with 10,000 monthly sessions and seven months of data access, and a Growth plan with 17,000–80,000 monthly sessions and 13 months of access. Consider it when those stated session and retention terms better fit your needs.

QuestionPro has a free Essentials plan with one user, 200 responses per survey, and 30 question types; its Advanced plan is $99 a month, billed annually. Choose it when those survey response limits and terms suit the work.

Verint CX Analytics, CallMiner Eureka, Clootrack, Glassbox, and Level AI Contact Center Analytics are other options to compare.

Verdict

Choose Fullstory if your team needs to connect web and mobile session replay with broader behavioral analysis, and values controls for selective capture. Its main trade-offs are custom-priced paid plans and a free tier whose session and seat caps can limit ongoing use. Teams needing only basic recording or uncapped free capture should look elsewhere.