No. 25 of 30 ยท Heatmaps and session replay
FullStory
Session replay for people who want to query sessions rather than watch them.
It indexes every interaction so you can search for behaviours, such as every session containing a rage click on checkout.
The verdict
FullStory is what session replay looks like when it grows up into a data product. Rather than a list of recordings to scroll through, it indexes every interaction on every session and lets you query them: show me sessions where somebody rage-clicked on the payment step, then tell me what proportion of those converted. That shift from browsing to querying is the reason larger teams pay for it when Clarity is free.
Its frustration signals, rage clicks, dead clicks, error clicks and thrashed cursors, were among the first to be productised, and the conversion of qualitative sessions into quantitative segments is still better here than in most of the field.
What you actually get
Pricing is quoted rather than published, and at the volumes FullStory is designed for it is an enterprise purchase with an enterprise conversation attached. The value score of 5 reflects that opacity: I cannot put it on a comparison table against tools that publish a number, and neither can you.
On privacy it sits where every full-fidelity replay tool sits, which is awkward. It has a serious and well-documented masking and exclusion system, better than most, but the underlying model is still capture-then-filter rather than never-capture, and configuring it correctly is a real task with a real failure mode. If your pages carry personal or payment data, the architectural distinction between masking in the browser before transmission and redacting after arrival is the thing your security review will focus on, and it should.
Best for
Product and UX teams at enough scale to ask quantitative questions about qualitative sessions, with the budget for a quoted contract and someone to configure masking properly.
Getting it running
A snippet, then the real work of configuring masking, exclusions and the data model. More involved than Clarity, considerably less involved than Amplitude.
What to watch out for
Pricing is not published, so comparison means a sales call. Heavy script. Cookies and consent obligations. Capture-then-mask architecture that needs careful configuration on any page with sensitive fields.
Pricing and practicalities
A free tier with a monthly session limit, then quoted plans sized by sessions and features. Regional data residency options exist. Prices read 2026-09-11, insofar as they are published.
Who should go elsewhere
Small teams and small budgets, where Microsoft Clarity does the core job for nothing. Also not for anyone who needs behaviour insight without a consent banner, where the masked replay in Absolutely Analytics takes a different architectural route.
How it compares
Against Hotjar it is the analyst's tool where Hotjar is the marketer's. Against LogRocket the two overlap heavily, and LogRocket's edge is the engineering context it captures alongside the session.
Head to head:
The ten measures
Each measure is scored 0 to 10 and weighted. The overall figure is the weighted mean, and it is relative to the other 29 tools on this list rather than absolute. How this works.
What this rests on
FullStory's own product and pricing pages and its published documentation on masking, exclusion and frustration signals, read 2026-09-11.
Desk research against published material. Paid pricing is not published, so the value score rests on the free tier and the opacity rather than a comparable number, and should be read as provisional.
This is a desk review. I have not been given access by the vendor, I have no commercial relationship with them, and everything above is my opinion rather than a statement of fact. If something here is wrong, tell me and I will correct it.