FullStory

FullStory essentially lands right in that sweet spot between Google Analytics and something like Hotjar.

Optimization

We know this platform is in the spotlight, but the cameras haven’t quite rolled on our official review just yet. We’ve caught glimpses of its feature set—enough to recognize how it might fit into a marketing tech stack—but rather than improvising a shaky first impression, we prefer to spend time doing a thorough review—no early teasers that miss the mark.

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If you’re already working with this platform or just considering it, we’re happy to share initial thoughts from similar tools we’ve tested and help you decide if it’s ready for a supporting role or a leading part.

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Founder's Take

"FullStory feels like the middle ground you want between a traditional analytics platform and a full-on session replay tool. It’s super handy for those moments when you need more than just numbers or event data—sometimes you really want to see what people are actually doing. I like that it comes with a lot of stuff out of the box, so you’re not endlessly tagging buttons and forms. At the same time, it’s not the cheapest option, and you have to be mindful of usage and how much data you’re capturing if you’re on a tighter budget."

Robbie Ashton

Founder, Curve Marketing

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Why it's used

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FullStory essentially lands right in that sweet spot between Google Analytics and something like Hotjar. You get standard metrics—click counts, page views, and event data—but you also have session replays, heat maps, and user journey tracking all in one place. That means you can pop in and see not just what people do on your site, but also how they move around and interact with all your bells and whistles. It’s like a time machine for your website: you hop into a specific session and literally watch the user’s mouse wiggle across the screen as they scroll, click, or bounce. The really nice perk here is that it auto-captures so much data that you don’t need to go through that endless loop of “did we remember to tag that new button?” or “do we know if anyone’s clicking that hidden signup link in the footer?” FullStory catches it all, letting you worry less about tracking setups and more about actually interpreting the data. And if you’re already using tools like Segment or Mixpanel to manage server-side events, you can pipe that data into FullStory for added context, so you can see both the broad strokes of your funnel metrics and the nitty-gritty details of people’s clicks, scrolls, and confusion moments.

Problems we see

How we help

Your tech stack shouldn't suck.

Guilty as charged

Customer stories

Moonlight

No Internal MarTech

No Systems

Too Many Moving Pieces

Daily Boost

Leadership Too Involved

Everything's a Fire

Stuck in the Weeds

Celestial Marketplace

Marketing-Dev Divide

Conversion Rates

Stuck in the Weeds

Radiant Gowns

Growing Pains

No Internal MarTech

Conversion Rates

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