Overview

Fullstory is a behavioral analytics platform for understanding activity across websites, web apps, and mobile apps. It suits product and customer-experience teams that need replay and broader behavioral analysis in one workflow. Its web and mobile capture, analytics, and privacy controls make it a strong fit for investigating user journeys; teams should weigh the free tier’s caps and custom pricing on paid plans.

Fullstory Analytics brings together dashboards, journey maps, conversion funnels, segments and cohorts, mobile analytics, replay, heatmaps, guides and surveys, and sentiment signals. That breadth can connect individual sessions to wider patterns, but may be more than teams need if their only requirement is occasional session viewing. It sits across Customer Experience Analytics Software, Customer Analytics Software, Mobile App Analytics Software, Session Replay Software, Customer Journey Analytics Software, and Session Recording Software.

Key features

Session recordings, heatmaps, watched elements, tabbed browsing, developer tools, and rage-click detection provide different ways to investigate behavior. Funnels and journey maps broaden the view from a single interaction to paths through a product, while segments and cohorts help organize users for analysis. This combination is useful for teams that need both qualitative context and structured analytics rather than a replay-only tool.

Fullcapture automatically collects and translates behavioral activity across web and mobile apps, processing it on the server in a single stream. Custom event data can be added through webhooks, JavaScript APIs, and HTTP APIs; Data Layer Capture can ingest common attributes from systems such as Adobe Analytics and Google Tag Manager. Those options give teams ways to align captured behavior with their own event context, while the open API and out-of-the-box integrations support connecting Fullstory with a broader stack.

Mobile replay reconstructs sessions from draw instructions rather than screenshots and supports iOS, Android, Flutter, React Native, and Cordova/Capacitor. A typical SDK payload is about 100 KB per minute, a concrete consideration for teams evaluating mobile capture. Privacy controls allow selective masking or exclusion of captured elements, with both non-technical rules and code-first controls. Fullstory’s 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. Paid plan prices are custom pricing, so teams comparing tiers should confirm the commercial terms before committing.

FullstoryFree

FullstoryFree includes 30,000 sessions, 10 user seats, 5,000 server-side events, and one year of session replay and product analytics retention. That is a meaningful starting allowance for a small team assessing ongoing use, but the monthly session ceiling matters: once exceeded, existing sessions remain accessible while new sessions stop capturing until the next cycle or an upgrade. Support is through Community access, workshops, on-demand training, and other resources rather than the email support available with paid plans.

Business

Business combines deep product analytics and qualitative insights with heatmaps, scroll maps, click maps, and session replay. It is the most directly aligned tier for teams that want to pair behavioral context with product analysis, though its custom pricing requires a separate budget check.

Advanced

Advanced adds trend discovery, roadmap planning, and funnel analysis alongside heatmaps, scroll maps, and click maps. It is a better fit for teams that need to turn observed behavior into prioritization and funnel work rather than primarily review sessions.

Enterprise

Enterprise includes predictive modeling, data science and analytics, and GenAI and LLM use cases, as well as heatmaps, scroll maps, and click maps. Those capabilities target organizations with broader analytical ambitions; teams should compare the tier’s scope and custom pricing against their actual modeling and data science needs.

Trial terms

New accounts start with a 14-day trial capped at 5,000 sessions, two weeks of replay and analytics retention, and 20 user seats. Those limits make the trial useful for evaluating core workflows, but the short retention window and session allowance may constrain larger evaluations.

Platforms

Fullstory supports web, iOS, Android, and API. Its mobile capture also supports Flutter, React Native, and Cordova/Capacitor, giving cross-platform app teams a route to replay beyond native iOS and Android.

Who it's for

Fullstory is strongest for product and customer-experience teams that need to combine session-level investigation with funnels, journeys, cohorts, and mobile analytics. Its capture options and custom-data mechanisms suit teams that want behavioral activity connected to their existing data layer. It is less compelling for teams seeking only a basic recorder, or for buyers who need published paid-plan pricing before shortlisting a platform.

Pros and cons

Broad behavioral analysis: Replay, heatmaps, funnels, journey maps, cohorts, and sentiment signals help teams move from individual friction points to broader patterns.
Flexible capture and context: Fullcapture, custom events, Data Layer Capture, integrations, and an open API support fitting behavioral data into existing workflows.
Mobile-specific coverage: Replay spans native and cross-platform mobile frameworks, with a stated typical payload of about 100 KB per minute.
Granular privacy controls: Selective masking and exclusion can be managed through non-technical rules or code-first controls.
Capacity can stop capture: FullstoryFree stops recording new sessions after its monthly limit until reset or upgrade, which can interrupt ongoing analysis.
Paid costs require confirmation: Business, Advanced, and Enterprise use custom pricing, making direct cost comparison less straightforward.

Alternatives

Consider Contentsquare if a free session-replay option with 10k monthly sessions and seven months of data access is a better match; its Growth plan covers 17k–80k monthly sessions with 13 months of access. For survey-led feedback, Qualtrics offers a free individual plan with one user, three active surveys, and 500 total responses. QuestionPro is another survey alternative, with a free Essentials plan for one user and 200 responses per survey, plus an Advanced plan at 99.00 USD per month billed annually.

Level AI Contact Center Analytics is a paid contact-center analytics alternative. CallMiner Eureka is a paid alternative whose pricing depends on user count or interaction volume, analytics modules, integration needs, and possible deployment choices. Clootrack is a paid option with a free trial and pricing based on data volume and integrations, without per-seat user limits. Checkbox Voice of Customer is a paid voice-of-customer alternative with a free trial; its Solo plan is 30.00 USD per month billed monthly for 120,000 responses per year and one user. Thematic is a paid alternative with a Foundation plan at $25,000 per year for up to 25,000 comments and three datasets.

Verdict

Choose Fullstory when product or customer-experience teams need web and mobile replay tied to a wider behavioral analytics toolkit, with controls for custom data and privacy. Its strongest case is the combination of session context, journey and funnel analysis, and flexible capture. Look elsewhere if a replay-only tool is enough, if the free session cap would disrupt work, or if paid pricing must be transparent before evaluation.

	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

Aptabase

Fullstory