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 to connect individual sessions with broader journeys and conversion patterns. Its range is substantial, but teams should weigh the free plan’s capture cap and custom-priced paid plans before committing.

Fullstory Analytics combines dashboards, journey maps, conversion funnels, user segments and cohorts, mobile analytics, session replay, heatmaps, guides and surveys, and sentiment signals. That breadth supports investigation from a frustrating click to a wider journey; it is a larger toolkit than teams need if they only want to review occasional recordings. Browse Customer Experience Analytics Software, Customer Analytics Software, Session Recording Software, Session Replay Software, Customer Journey Analytics Software, and Heatmap and session replay tools.

Key features

Replay, heatmaps, watched elements, tabbed browsing, and developer tools give teams several ways to examine behavior rather than relying on recordings alone. Rage-click detection can help flag repeated frustrated interactions, while journey maps and conversion funnels put individual activity into a broader product path.

Fullcapture collects and translates behavior from web and mobile apps, processing behavioral data on the server in a single stream. Mobile replay reconstructs sessions from draw instructions rather than screenshots and supports iOS, Android, Flutter, React Native, and Cordova/Capacitor. The SDK’s typical payload of about 100 KB per minute is a concrete planning point for mobile teams assessing capture volume.

Integrations and an open API support connections with other systems. Teams can add custom event data through webhooks, JavaScript APIs, and HTTP APIs; Data Layer Capture ingests common attributes from sources such as Adobe Analytics and Google Tag Manager. 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 uses a freemium model with a free plan and a 14-day trial. The trial starts with up to 5,000 sessions, two weeks of replay and analytics retention, and 20 user seats. That gives teams a bounded evaluation window, but the seat and session limits may constrain a larger cross-functional review.

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 for paid plans. The key operational drawback is its monthly session cap: once exceeded, existing sessions remain accessible, but no new sessions are captured until the next cycle or an upgrade.

Business has custom pricing and includes deep product analytics, qualitative insights, heatmaps, scroll maps, click maps, and session replay. It fits teams prioritizing analysis of product behavior and visual interaction patterns. Advanced also has custom pricing, with trend discovery, roadmap planning, funnel analysis, heatmaps, scroll maps, and click maps; its emphasis suits teams looking to connect observed patterns to prioritization and funnel work. Enterprise, likewise custom-priced, adds predictive modeling, data science and analytics, and GenAI and LLM use cases alongside heatmaps, scroll maps, and click maps. Its broader analytical scope is aimed at organizations with those needs, rather than teams seeking only basic replay.

Platforms

Fullstory supports Android, iOS, web, and API. Its mobile capture and replay coverage also names Flutter, React Native, and Cordova/Capacitor, making it relevant to teams whose apps use those frameworks.

Who it's for

Fullstory is a strong fit for product and customer-experience teams that need web and mobile behavior analysis in one platform, with replay tied to funnels, journeys, cohorts, and heatmaps. Its privacy controls and integration options matter to teams managing sensitive interfaces or connecting behavioral data to existing tools. It is less compelling for a small team that only needs occasional recordings, especially if the free monthly cap or custom pricing is a poor fit.

Pros and cons

Pros: Replay, heatmaps, funnels, journey maps, cohorts, and sentiment signals support both session-level diagnosis and broader analysis.
Pros: Mobile replay reconstructs sessions from draw instructions and covers major mobile frameworks, not just native iOS and Android.
Pros: Selective masking, code-first controls, and non-technical privacy rules give teams multiple ways to manage captured content.
Cons: FullstoryFree stops capturing new sessions after its monthly limit is exceeded, so teams that hit the cap must wait for the next cycle or upgrade.
Cons: Paid plans have custom pricing, making it harder to judge cost before discussing requirements.
Cons: The trial is limited to 14 days, 5,000 sessions, 20 seats, and two weeks of retention, which bounds evaluation at larger organizations.

Alternatives

Consider Alida when the priority is surveys, usability tests, and research activities under a fixed subscription without per-participant fees, rather than Fullstory’s behavioral capture and replay. Glassbox is another paid option, with plans specifying 2M or 3M monthly sessions and one or three months of replay retention. InMoment is a paid alternative available on Android, iOS, and web.

Qualtrics is worth considering for an individual who needs a free survey plan: its free tier allows one user, three active surveys, 30 questions per survey, and 500 total responses. Contentsquare offers a free plan with 10,000 monthly sessions and seven months of data access, making it a possible choice when those stated limits suit the workload. QuestionPro has a free Essentials plan with one user, 200 responses per survey, and 30 question types.

Level AI Contact Center Analytics is a paid option for readers considering contact-center analytics. Verint CX Analytics is another paid CX analytics alternative.

Verdict

Choose Fullstory if your product or customer-experience team needs to connect web and mobile replay with analytics, journey analysis, and heatmaps, and can work within its capture limits or custom-priced plans. Look elsewhere if predictable public pricing or uninterrupted capture beyond a free monthly allowance is essential.

	Aptabase	Fullstory
Free plan	No	Yes
Free trial	No	Yes
Paid from	—	Free
Open source	No	No
Platforms	iOS, Android, macOS, Web	Android, api, iOS, Web
Free plan	Yes	Yes
Paid from	10 /mo	—
Platform coverage	cross-platform	—
Retention reports	No	—
Funnel analysis	No	—

Aptabase vs Fullstory

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Fullstory