FullStory

What Is FullStory?

FullStory is a digital experience intelligence platform that combines session replay, heatmaps, and frustration detection to help teams understand and improve user experiences. Founded in 2014 in Atlanta, FullStory serves enterprise customers including GAP, Zipcar, and Icelandair.

Session Replay

FullStory captures pixel-perfect session replays showing exactly what users see and do. The replay technology reconstructs the DOM rather than recording video, resulting in smaller data sizes and the ability to inspect elements, view console errors, and analyze network requests within the replay context.

Frustration Signals

DX Data Engine automatically identifies frustration signals including rage clicks (repeated rapid clicking), dead clicks (clicking non-interactive elements), error clicks (clicks resulting in errors), and thrashed cursors. These signals are quantified into a frustration score that helps prioritize which issues to address.

Searchable Sessions

Sessions are searchable by any combination of user properties, events, pages, frustration signals, and custom attributes. This enables finding specific types of experiences rather than watching random sessions.

Privacy Controls

FullStory provides granular privacy controls including element-level exclusion, text masking, and region-based data residency. Sensitive form fields can be automatically detected and masked in recordings.

Why Use FullStory

UX teams and product managers needing to understand the qualitative experience of their users choose FullStory. The frustration detection and searchable session library make it efficient to identify and prioritize experience improvements.