Fullstory Review 2026 - Features, Pricing & Deals

FullStory is a behavioral data analytics platform that helps businesses understand and improve how users interact with their websites and apps. By capturing detailed user sessions and behavioral data through its Fullcapture autocapture technology, it enables companies to identify problems, optimize experiences, and boost customer satisfaction without manual tagging.

The platform offers AI-powered session replay capabilities, letting teams watch real user interactions to spot issues like navigation problems or frustrated clicking. Its heatmaps and journey mapping tools show exactly where users spend time and how they move through digital properties. FullStory integrates Google's Gemini LLM and Vertex AI to power StoryAI, a suite of AI agents that analyze behavioral data to surface insights, identify conversion blockers, and generate recommendations.

Companies across retail, finance, gaming and other sectors use these insights to make decisions about their digital presence. The platform offers a free tier with 30,000 sessions per month and 10 user seats, with paid plans starting at custom pricing based on session volume and features needed.

Since its founding in 2014, the Atlanta-based company has grown to serve major brands like Adobe and Jaguar Land Rover. The platform processes billions of user interactions while maintaining strict privacy standards, automatically masking sensitive information like credit card numbers and passwords.

• Session Replay: Watch real-time user interactions to diagnose issues like dead clicks and navigation errors, with AI-condensed session summaries that highlight key takeaways.
• StoryAI Agents: Ask questions about user behavior and get AI-powered answers, with proactive identification of conversion blockers and churn prevention opportunities powered by Google's Gemini LLM.
• Heatmaps and Journey Mapping: Visualize user flows and interactions to identify bottlenecks and optimize website or app design.
• Metric Insights: AI detection of trends and anomalies in key performance indicators, with proactive alerts when something changes in your user data.
• Conversions Analysis: AI assessment of factors impacting conversion rates through user workflows, identifying exactly what's preventing users from completing goals.
• Fullcapture Autocapture: Automatically collect behavioral data including clicks, taps, scrolls, and form inputs without manual tagging or event setup.
• Fraud Detection: Capture behavior-based signals to identify and mitigate suspicious activities in real-time, protecting businesses from potential financial losses.

• FullStoryFree: 30,000 sessions per month, 10 user seats, 5,000 server-side events per month, 1 year of session replay retention, and core capabilities like Session Replay, basic analytics, and debugging tools.
• Business: Custom pricing for essential product analytics and session insights with higher volume limits.
• Advanced: Custom pricing that includes everything in Business, plus product analytics like journeys and conversions.
• Enterprise: Custom pricing that includes everything in Advanced, plus SSO, role-based permissions, and optional multi-org management.
• A startup program is available that can reduce costs for smaller businesses, with details requiring contact with sales.
• Pricing is customized for paid plans, requiring potential customers to contact FullStory directly for a personalized quote that matches their specific needs and budget.

FullStory captures every interaction on your website or app using Fullcapture autocapture technology through a lightweight JavaScript snippet. When you want to understand what users experienced, you can watch video-like replays of their sessions. You'll see mouse movements, clicks, scrolls, and frustration signals like rage clicks. The tool shows exactly what happened without slowing down your site. AI-powered session summaries condense the key moments into takeaways. FullStory automatically masks sensitive data like credit card numbers and passwords to protect user privacy.

StoryAI is a suite of AI agents powered by Google's Gemini LLM and Vertex AI that analyzes your behavioral data to surface insights automatically. You can ask questions about user behavior and get instant answers. The AI proactively identifies conversion blockers, detects trends and anomalies in your metrics, and assesses factors impacting conversion rates. It saves time by highlighting the most important issues instead of making you dig through thousands of sessions manually.

FullStory automatically masks sensitive information like credit card numbers, passwords, and personal data. You can also set up custom privacy rules to hide specific elements on your site. For GDPR and CCPA compliance, FullStory includes tools to manage consent and data deletion requests. They don't track users across different websites like some analytics tools do, and they give you control over how long data is stored.

While Google Analytics shows you aggregate data about page views and conversions, FullStory lets you see the full story of what actually happened. Google Analytics might tell you that users left a page, but FullStory shows you why they left by revealing exactly what they clicked on, where they got stuck, and what errors they faced. FullStory combines quantitative data like conversion rates with qualitative insights from actual user behavior. Think of Google Analytics as giving you the what, while FullStory gives you the why.

Yes, FullStoryFree includes 30,000 sessions per month, 10 user seats, 5,000 server-side events per month, and 1 year of session replay retention. You get core capabilities like Session Replay, basic analytics, and debugging tools. This is a good way to test the platform before committing to a paid plan. If you need more sessions, advanced analytics like journeys and conversions, or enterprise features like SSO, you'll need to upgrade to a paid plan with custom pricing.