Fullstory

Active

Fullstory is a hosted behavioral analytics and session replay platform on Google Cloud, with data in the US by default or in Frankfurt on request; an existing account cannot be moved between regions. Plans are sized by sessions, and a session cannot be captured without the script’s first-party cookie.

Heatmaps & replay
Cloud
Based in United States
Founded 2014
Checked 17 Sep 2026

Visit website ↗Pricing details Alternatives Similar tools

Tracking script

93.7 KB compressed

298.1 KB uncompressed · measured 17 Sep 2026

Heavier than 36 of the 39 other measured scripts. Each line is one tool; hover to see which.

Price

FromFree

At 100k sessionsOn request

Billed by sessions · checked 17 Sep 2026

Fullstory Free · up to 30k sessionsFree
Higher volumesOn request

All plans and prices →

Privacy and data

Cookies: Used
Data location: EU or US
Self-hosting: No
Source code: Closed

Plans

Free plan: Yes
Billing unit: Sessions
Sites on entry plan: Depends on plan
Data retention: Configurable

Strengths

Records clicks and page changes as soon as the snippet loads, so searches, replays and click-based funnels work without tagging each element first, according to the help center.
Funnels are available on every plan, including FullstoryFree, and each step can be a visited URL, a click or a custom event sent through the browser API.
Private by Default, available on all plans, masks text in the visitor’s browser and shows placeholder blocks in replays until you unmask elements with CSS selectors.
Accounts are hosted in the US data center by default, and an EU data center in Google Cloud’s europe-west3 region is available on request.
Custom Endpoints send captured data through a hostname on your own domain. The help center lists the feature on all plans, including FullstoryFree.

Watch-outs

Capture depends on the first-party fs_uid cookie, which lasts one year, and the help center says a session cannot be recorded without it.
Plan prices are not published, and the plans page compares only selected features, pointing to a demo request for the complete list per plan.
When an account reaches its session quota, capture pauses until the next usage cycle. Overage blocks of 100,000 sessions are opt-in, need a credit card and are capped at ten per cycle.
Even with the EU data center, the vendor says some collected information is transferred to and stored outside the EEA and the UK, and an existing account cannot move to another data center.
Sharing works through guest access: a guest signs in with an email domain on your allowlist and sees only the sessions you shared with a link.

Who it suits

According to the vendor, Fullstory captures every interaction on a website or app and turns it into session replays, heatmaps and product analytics such as funnels, metrics and dashboards. The plans page pitches Business at companies that need product analytics and Enterprise at data science and analytics teams.

FullstoryFree is a permanent plan with 30,000 sessions a month, 12 months of analytics retention and up to 10 users. Prices for Business, Advanced and Enterprise are given on request. Journeys, retention analysis and conversion analysis start at Advanced, while SAML single sign-on and role-based access control need Enterprise.

Recording mobile apps requires an add-on, as do in-app guides and surveys. Capture also depends on a first-party cookie, so read what “cookieless” means here before comparing Fullstory with cookieless tools.

Setup

Fullstory’s privacy checklist suggests turning capture off under Settings > Data Capture and Privacy > Data Capture before installing, then setting domains, regions and privacy rules. The snippet is under Settings > Data Capture and Privacy > Fullstory Setup and goes inside the head element of every page. Google Tag Manager, Segment and the @fullstory/browser package from npm are other ways to add it.

The help center has guides for BigCommerce, Magento, Shopify, Squarespace and WooCommerce. The WordPress guide suggests editing header.php or using a third-party header plugin. Native apps need the Mobile add-on and Fullstory’s iOS or Android SDK. Fullstory runs only as a hosted service.

Single snippet
First-party proxy
Public API
Data export (partly)
Email reports
Slack or webhooks (partly)

Features

As documented on the vendor’s own pages. “Partly” means the feature has limits or is only on some plans.

Tracking & Reporting

Pageviews & visitors: yes
Live visitor countPartly
Top pages report: yes
Top referrers: yes
UTM campaign tracking: yes
Country & city breakdown: yes
Device, browser, OS: yes
Bounce / engagement: yes
Time on site: yes
Custom events: yes
Goals / conversionsPartly
Funnels: yes
Outbound link trackingPartly
File download trackingPartly
404 / error trackingPartly

Pricing & Plans

Unlimited sites on entry planPartly

Privacy & Compliance

Cookieless by default: no
No personal data collected (vendor’s position): no
No consent banner needed (vendor’s position): no
Data hosted in EU: yes
Data hosted in US: yes
Self-hostable: no
Open source: no
Data retentionConfigurable
Bot & spam filtering: yes

Setup & Integrations

Single-snippet install: yes
WordPress plugin: no
Proxy / first-party domain: yes
Public API: yes
Data export (CSV/JSON)Partly
Google Search Console connector: no
Email digests: yes
Slack / webhook alertsPartly
Public shareable dashboard: no

Platforms & frameworks

What the vendor documents. A platform that is not listed has no guide, plugin or package from the vendor.

Shopify: yes
WooCommercePartly
Webflow: yes
Squarespace: yes
React: yes
Vue / NuxtPartly
Static sites (GitHub / GitLab Pages)Partly
Google Tag Manager: yes
Server-side tracking: yes

Questions and answers

Does Fullstory use cookies?

Yes. The capture script sets first-party cookies, and the help center says a session cannot be captured without the one that identifies the user, which lasts a year. Capture can wait for consent through the OneTrust integration, tag manager triggers or the browser API. Whether you need consent depends on the rules that apply to your site.

Is there a free Fullstory plan?

Yes. FullstoryFree is a permanent plan that needs no credit card and includes 30,000 sessions a month, 12 months of data retention and up to 10 users. For dashboards, StoryAI or more sessions, the vendor points to its paid plans, which are priced on request.

What happens when I reach the session limit?

Capture pauses until your next monthly or annual usage cycle starts, and admins are warned in the app and by email beforehand. If you opt in to Session Overages, Fullstory buys extra blocks of 100,000 sessions instead, up to ten per cycle, charged to a credit card at the current overage rate.

Where does Fullstory store data?

In Google Cloud data centers. The US data center is the default, and an EU data center is available on request for new accounts. Data from all visitors goes to the account’s data center, but the vendor notes that some information is still transferred outside the EEA and the UK.

Sources and checks

Status: Active, checked 17 Sep 2026
Prices: Checked 17 Sep 2026 on the vendor’s pricing page ↗
Tracking script: Measured 17 Sep 2026: downloaded and compressed the same way for every tool
Features: From the vendor’s pages, checked 18 Sep 2026
This page: Text updated 17 Sep 2026

How each value is collected: methodology. Why tools get no overall score: our reasoning.

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