Fullstory review
A broad behavioral analytics suite for teams combining replay, heatmaps, and product analytics.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Fullstory is a behavioral analytics platform for product, marketing, engineering, and customer-experience teams. It captures interactions across websites and mobile applications, then combines session replay, click maps, scroll maps, funnels, journeys, segmentation, and product analytics. Its fit is strongest for teams that want to connect visual behavior with conversion analysis, friction investigation, and engagement research in one platform.
The plan structure moves from a focused free offering to broader analytics and enterprise capabilities. FullstoryFree includes 30,000 sessions per month, 12 months of session replay retention, basic analytics and insights, session replay, and access for up to 10 users. Business adds Session Insights, heatmaps, scroll maps, click maps, session replay, and product analytics. Advanced adds funnels, retention analysis, journeys, and a Mobile Analytics add-on, while Enterprise adds predictive modeling, GenAI/LLM use cases, and security compliance. Paid pricing is request-based, so the published plans are more useful for comparing scope than for estimating spend.
Platform coverage is a notable strength: Fullstory supports web, iOS, Android, API access, and a Chrome extension. Developer APIs and integrations help connect behavioral data with broader workflows, while privacy controls and sensitive-data masking address data-handling requirements. The product also includes rage-click detection and aggregation, mobile-app session capture, and StoryAI capabilities for analyzing behavioral data. Choose Fullstory when replay and heatmaps need to sit alongside funnels, segmentation, and product analytics. Teams seeking only lightweight click and scroll maps may find its wider feature set unnecessary.
Fullstory pros and cons
- Where it wins
- Combines session replay, click maps, scroll maps, and product analytics
- Captures behavior across web, iOS, and Android apps
- Includes privacy controls, sensitive-data masking, and rage-click detection
- Where it doesn't
- Paid-plan pricing is request-based
- Advanced capabilities are split across higher tiers and add-ons
- Broader analytics coverage may exceed the needs of heatmap-only teams
Fullstory fact sheet, pricing and score →
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