FullStory
User BehaviorEnterprise session replay and digital experience analytics platform
Overview
FullStory positions itself as an enterprise-grade digital experience platform that captures comprehensive user behavior data through session replay, heatmaps, and AI-powered analytics. Founded in 2014 by Scott Voigt and Bruce Johnson in Atlanta, the company has evolved from a simple session recording tool into a sophisticated behavioral analytics platform that enterprise teams use to optimize user experience and business outcomes.
Unlike basic heatmap tools like Hotjar or Microsoft Clarity, FullStory captures every user interaction in granular detail — every click, scroll, form fill, and page transition. This comprehensive data collection makes it particularly valuable for SEO teams working on large, complex sites where user experience signals directly impact search rankings. The platform's enterprise focus shows in its custom pricing model and advanced features designed for organizations processing millions of user sessions.
The AI-powered frustration detection sets FullStory apart from simpler alternatives. Instead of just showing where users click, it identifies patterns that indicate user struggle — rage clicking, cursor thrashing, and error encounters. For SEO professionals, this translates to actionable insights about pages that may be driving high bounce rates or poor engagement metrics that Google's algorithms factor into rankings.
Key features
Session Replay
Records complete user sessions showing clicks, scrolls, form interactions, and page navigation. Essential for diagnosing UX issues that impact search rankings.
Heatmaps
Visual overlays showing click patterns, scroll depth, and attention maps. Helps identify content engagement zones that influence dwell time signals.
Frustration Detection
AI-powered identification of rage clicks, thrashed cursors, and error clicks. Surfaces UX problems that could increase bounce rates and hurt rankings.
Funnel Analysis
Tracks user progression through conversion paths and identifies drop-off points. Critical for optimizing pages that drive business outcomes and user satisfaction.
Search & Filtering
Advanced session search by user properties, events, and custom segments. Enables targeted analysis of specific user behaviors affecting SEO metrics.
Performance Monitoring
Tracks page load times, JavaScript errors, and technical issues within user sessions. Correlates performance problems with user behavior patterns.
Pricing
| Plan | Price | Includes |
|---|---|---|
| Free | $0 | 1,000 sessions/month, 30-day data retention, basic heatmaps |
| Business | Custom | Unlimited sessions, session replay, heatmaps, frustration signals |
| Advanced | Custom | Advanced search, funnels, user segments, API access |
| Enterprise | Custom | Custom data retention, priority support, advanced security |
FAQ
How does FullStory help with SEO and Core Web Vitals?
FullStory captures real user interactions that reveal how page speed and UX issues affect user behavior. You can see exactly where slow loading or poor usability causes users to bounce, helping optimize for Google's page experience signals.
What's the difference between FullStory and simpler analytics tools?
FullStory records complete user sessions showing every interaction, while tools like Google Analytics only track events. This granular view helps identify specific UX friction points that impact search rankings.
Can FullStory integrate with Google Analytics and Search Console?
Yes, FullStory integrates with Google Analytics to enrich user segments with behavioral data. While it doesn't directly connect to Search Console, the insights help optimize pages that drive organic traffic.
Is FullStory suitable for small businesses or just enterprises?
FullStory offers a free tier for smaller sites, but its enterprise focus and custom pricing make it most practical for mid-market and enterprise companies with significant web traffic.
Review Sentiment
885 reviews across 2 sources
Bottom line
With 885 reviews at 4.5/5, FullStory has earned its place among the top user behavior tools. It excels at industry-leading session replay with 9.3/10 G2 score, though steep learning curve to fully utilize advanced features.
People love
- +Industry-leading session replay with 9.3/10 G2 score — shows exactly how users interact with your site
- +Powerful rage-click and frustration signal detection helps identify UX issues before they impact conversions
- +Real-time analytics with data available for search within minutes of a visitor session
Common complaints
- –Steep learning curve to fully utilize advanced features — overwhelming volume of data can be hard to act on
- –Expensive pricing with deceptive auto-renewal requiring 60-day cancellation notice that is not well publicized
- –Limited customization options and manual session review process can make extracting actionable insights time-consuming
Last updated Feb 2026