Head-to-head · Web And Mobile Analytics Software
Google Analytics vs Fullstory
Google Analytics leads on 0 checks, Fullstory on 0, and 1 is even. Who comes out ahead on the 1 yes/no, price and count check where we have data for both products. The editor score weighs everything else too.
Our verdict
- Highest scoreGoogle Analytics · 7.5/10
- Free planboth
Google Analytics scores higher on our rubric for web and mobile analytics software: 7.5 against 6.5 out of 10; our editors rank them #4 and #8.
Google Analytics is the better fit for organizations seeking broad, free cross-platform analytics. Fullstory is the better fit for teams prioritizing replay and friction discovery.
- Google Analytics fits best
Organizations seeking broad, free cross-platform analytics
- Fullstory fits best
Teams prioritizing replay and friction discovery
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Side by side
| Feature | Google Analytics 7.5/10 Visit ↗ | Fullstory 6.5/10 Visit ↗ |
|---|---|---|
| At a glance | ||
| Editor score | 7.5 | 6.5 |
| Ranking | #4 in Web And Mobile Analytics Software | #8 in Web And Mobile Analytics Software |
| Best for | Organizations seeking broad, free cross-platform analytics | Teams prioritizing replay and friction discovery |
| Pricing model | Free plan + paid | Free plan + paid |
| Starting price | Not published | Not published |
| Free plan | ✓ | ✓ |
| Free trial | — | — |
| Deployment | Cloud, Mobile | Cloud, Mobile |
| Platforms | Web, iOS, Android | Web, iOS, Android |
| Support | Docs, Community | Email, Community, Docs |
| Integrations | 9 integrations | 18 integrations |
| Built for | Small business, Mid-market, Enterprise | Solo, Small business, Mid-market, Enterprise |
| Features Google Analytics 0/4 · Fullstory 0/4 | ||
| Web analytics | Not published | Not published |
| Mobile app analytics | Not published | Not published |
| Session replay | Not published | Not published |
| Funnels | Not published | Not published |
| Specs | ||
| Data retention | Not published | Not published |
| Deployment | Not published | Not published |
| Our review | ||
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| Cons |
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| Our verdict | Google Analytics measures how people interact with websites and apps across the customer lifecycle. Its reporting covers acquisition, engagement, conversion, monetization, and funnels, with event-based measurement for both web and mobile.… Read the review → |
Fullstory brings behavioral data from websites and mobile apps into a digital experience analytics platform for product, engineering, marketing, data, and support teams. Its session replay, heatmaps, click and scroll maps, rage-click… Read the review → |
Strengths and trade-offs
Google Analytics — where it wins
- Free measurement across websites and apps
- Event, funnel, ecommerce, and monetization reporting
- Google integrations, APIs, and BigQuery export
Where it doesn't
- Data retention is limited and varies by property type and edition
- Advanced limits and unsampled explorations require Analytics 360
- Analytics 360 pricing requires contacting sales
Fullstory — where it wins
- Replays, rage-click detection, heatmaps and maps help surface interaction friction
- Analytics covers websites and iOS and Android apps
- FullstoryFree includes 30,000 monthly sessions and 10 user seats
Where it doesn't
- Paid plan prices are not publicly displayed
- Paid-plan session limits are not publicly displayed
- Feature depth and planning tools vary across paid plans
- Google Analytics7.5/10 · Free plan
Broad web and app reporting with a free plan, balanced by limited data retention.
Try Google AnalyticsFull verdict → - Fullstory6.5/10 · Free plan · 14-day trial
A replay-led analytics suite for teams tracing user friction across web and mobile.
Visit FullstoryFull verdict →
All web and mobile analytics software comparisons → · Full ranking →
Reviewed by iTechGuides Editors · Editorial team · Updated Sep 2026
Last updated · How we research and update