FullStory

Fullstory is a behavioral analytics platform that captures how people interact with websites and mobile applications, then connects session replay with product analytics, journey analysis, heatmaps, and AI-assisted investigation.

1. Behavioral capture: Fullcapture automatically records supported interactions without requiring teams to define every event in advance. That behavioral dataset can be explored through session replay, funnels, segments, heatmaps, metrics, and journey maps to investigate experiences that were not necessarily anticipated during instrumentation.
2. AI analysis: StoryAI includes session and multi-session summaries, Ask StoryAI for questions grounded in Fullcapture data, and Opportunities for identifying and prioritizing behavioral friction. Newer StoryAI Agents can also investigate issues and monitor areas such as funnel performance and releases.
3. Implementation checks: buyers should assess web and mobile capture requirements, privacy and masking configuration, session volumes, retention needs, integrations, user access, and which teams require replay versus broader analytics capabilities. Mobile capture is offered as an add-on within Fullstory's current packaging.
4. Commercial considerations: Fullstory offers Business, Advanced, and Enterprise paid plans plus FullstoryFree. The free plan currently includes up to 30,000 sessions per month, 12 months of retention, and core replay and analytics features, while capabilities such as StoryAI and other advanced features require paid packaging or add-ons.

Fullstory is particularly useful when product, UX, engineering, support, and growth teams need to move from a conversion change, error, or friction signal to the actual behaviors and sessions that explain what happened.