Overview

Fullstory is a behavioral analytics platform for businesses studying how customers use websites, web apps, and mobile apps. It suits product and customer-experience teams that need session replay alongside journey and conversion analysis. Its breadth is a strength, but teams should weigh the Free plan’s capture ceiling and custom pricing on paid plans before adopting it.

Fullstory Analytics brings dashboards, journey maps, conversion funnels, user segments and cohorts, mobile analytics, replay, heatmaps, guides and surveys, and sentiment signals into one toolkit. That range supports investigation from an individual interaction to broader product patterns; it is excessive for teams that only need a basic way to watch sessions. It sits across Customer Experience Analytics Software, Customer Journey Analytics Software, Customer Analytics Software, Session Recording Software, Heatmap and session replay tools, and Session Replay Software.

Key features

Session recordings, rage-click detection, heatmaps, watched elements, tabbed browsing, and developer tools help teams move from noticing a problem to examining where it occurs. Journey maps, funnels, segments, and cohorts add a broader view of paths and conversion. These tools are most useful when a team can act on both individual-session evidence and aggregate behavioral patterns.

Fullcapture automatically collects and translates behavior across web and mobile apps, processing the behavioral data server-side in a single stream. Custom event data can be added through webhooks, JavaScript APIs, and HTTP APIs, while Data Layer Capture ingests common attributes from systems including Adobe Analytics and Google Tag Manager. Out-of-the-box integrations and an open API make it more adaptable to an existing analytics stack, though implementation still depends on the team’s ability to configure its data sources.

Mobile replay recreates sessions from draw instructions rather than screenshots and supports iOS, Android, Flutter, React Native, and Cordova/Capacitor. A typical mobile SDK payload is about 100 KB per minute, a concrete consideration for teams evaluating the capture footprint. Privacy controls let teams mask or exclude selected elements using either non-technical rules or 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 uses a freemium model, with a Free plan and a 14-day trial. The trial includes up to 5,000 sessions, two weeks of replay and analytics retention, and 20 user seats. That gives a team a defined window to evaluate the product, but its short retention period is not a substitute for longer-term analysis.

FullstoryFree has custom pricing and includes 30,000 sessions, 10 user seats, 5,000 server-side events, and one year of session replay and product analytics retention. Free users receive Community access, workshops, on-demand training, and other resources; email support is available with paid plans. When the monthly session limit is exceeded, existing sessions remain accessible, but new sessions stop being captured until the next cycle or an upgrade. That cap makes Free a reasonable starting point for smaller workloads, but a poor fit if uninterrupted capture matters as usage grows.

Business has custom pricing and includes deep product analytics, qualitative insights, heatmaps, scroll maps, click maps, and session replay. It fits teams that want behavioral analysis and qualitative signals together. Advanced, also custom pricing, adds trend discovery, roadmap planning, and funnel analysis alongside heatmaps, scroll maps, and click maps; it is better suited to teams connecting behavioral patterns to prioritization and conversion work. Enterprise has custom pricing and includes predictive modeling, data science and analytics, GenAI and LLM use cases, plus heatmaps, scroll maps, and click maps. Its emphasis is on organizations with advanced analytics needs rather than teams seeking replay alone. Paid plans also provide email support.

Platforms

Fullstory supports web, iOS, Android, and API access. Its mobile replay support also extends to Flutter, React Native, and Cordova/Capacitor, making it relevant to teams with native or cross-platform apps as well as websites.

Who it's for

Fullstory is a strong fit for product and customer-experience teams that need to connect replay with funnels, journey analysis, heatmaps, and mobile behavior. The privacy controls and multiple integration paths suit organizations that need to govern what is captured and connect behavioral data to existing tools. It is less compelling for a small team that only needs a simple recorder, or for any buyer who needs a predictable public paid-plan price before evaluating.

Pros and cons

Broad behavioral analysis: Replay, heatmaps, funnels, journeys, segments, and sentiment signals support both session-level investigation and wider product analysis.
Web and mobile coverage: Capture spans web and mobile, with replay support for major native and cross-platform frameworks.
Configurable privacy: Teams can mask or exclude elements through non-technical rules or code-first controls.
Free capture has a hard stop: Once the monthly session limit is reached, no new sessions are captured until reset or upgrade.
Paid costs require a sales conversation: Business, Advanced, and Enterprise use custom pricing, which makes budget comparison less direct.
Not just a recorder: The breadth is useful for analytics teams but may be unnecessary overhead for buyers who only want session playback.

Alternatives

Choose Checkbox Voice of Customer if a paid voice-of-customer option with a trial and published monthly Solo and Team plans better fits the buying decision. Qualtrics is an alternative for survey-focused users who want a free individual plan with one user, three active surveys, and 500 total responses. Clootrack offers custom pricing based on data volume and integrations, with no per-seat user limits. Alida may suit research programs seeking unlimited surveys, usability tests, and activities under a fixed subscription rather than per-participant fees.

Contentsquare is worth considering for buyers who want a free session-replay plan with 10,000 monthly sessions and seven months of data access; its paid Growth plan covers 17,000–80,000 monthly sessions and 13 months of access. QuestionPro offers a free survey plan with one user and 200 responses per survey, with Advanced at 99.00 USD per month billed annually. Verint CX Analytics is another paid option. Level AI Contact Center Analytics is another paid option.

Verdict

Choose Fullstory if your team needs replay to work alongside journey, funnel, heatmap, and mobile analytics, with controls for limiting captured data. Its main advantage is the range of behavioral evidence in one platform; its main drawback is that paid plans have custom pricing and Free stops capturing at its monthly session limit. Teams seeking only lightweight replay or a public, predictable paid price should look elsewhere.

	Fullstory	Hootmaps
Free plan	Yes
Free trial	Yes
Paid from	Free
Platforms	Android, api, iOS, Web	Web
Free plan	Yes	Yes
Session recordings	Yes	Yes
Rage-click detection	Yes
Mobile capture	Yes	Yes
Monthly session limit		9,997 sessions/mo

Fullstory vs Hootmaps

Fullstory

Hootmaps