Fullstory alternatives: seven options, and who each one is actually for Fullstory alternatives: seven options, and who each one is actually for

The short version

At a glance

Every price above is from that vendor's own page, read 26 July 2026. Mtrix publishes no list price and says so rather than inventing a band.

How we evaluated

Four questions. They eliminate most of the list before you reach a feature grid.

1. Can it run the test — on the thing that sells? Of the eight tools above, three allocate traffic to a variant. Only two can run that test on the product page or in the cart: PostHog and Mtrix. Fullstory's experiments are confined to Guides and Surveys content, on a paid add-on.
2. Does it know what an order is? Most of these will show you a revenue number — because you sent it one. A number piped in as a custom event is not an orders table with line items and refunds.
3. What does it cost to find out what it costs? Fullstory, Quantum Metric and Mtrix publish no paid price at all, and Heap's paid tiers are quote-only.
4. What happens when you exceed the plan, on the four days a year that produce the data you most wanted? That splits the field harder than any feature does:

Quotes verbatim from each vendor's Help Centre, docs or pricing page, read 26 July 2026.

The Fullstory row cuts both ways. Twelve months of replay on a free plan beats most paid products here, and it beats Mtrix's one month. The cost is that capture stops dead at the cap — and Quantum Metric is the only vendor here that promises it won't.

What Fullstory actually publishes about price

Nothing. Business, Advanced and Enterprise are described but not priced, every plan CTA reads "Request pricing & demo," and there is not one dollar figure in the page. The last price Fullstory published was $849/mo for Business, archived 16 July 2019. Every capture of the plans page from January 2023 forward carries no figure at all.

So argue about the structure instead, which is published:

• Mobile analytics is a paid add-on on all three tiers, Enterprise included. Nobody's plan has it.
• Guides and Surveys is a paid add-on on all three tiers. Their own docs for it went live 20 January 2026 — pages claiming Fullstory has no surveys are six months stale.
• StoryAI is a paid add-on — the agent product, sold on top of any tier. But the base subscription is not AI-free: StoryAI Summaries ship on Advanced and Enterprise, and AI-Powered Fullcapture is checked on all three.
• Multi-Organization Management is Enterprise-only, and also an add-on.
• Support has a price. Advantage Subscription is sold separately, as are Onboarding, Insights+ and Data+ services. Email support is paid-only.
• Retention is negotiated. To change it, their Help Centre says "reach out to your Fullstory account executive, or click Adjust plan."

Of the 62 feature rows in that plan table, seventeen are not simply included everywhere — fifteen differ by tier, and two (Mobile Analytics, Guides and Surveys) are a paid add-on on all three. Three decide more than the price does:

• SAML SSO and role-based access control are Enterprise-only. A twelve-person team that wants Okta login is shopping the top tier.
• Data Export is not on the entry tier. On Business you have Webhooks, Integrations, Server Side Events Capture and the Identity and Element APIs, but not bulk Data Export — enough to stream events out, not enough to take your history with you. Check it before you plan a migration.
• Journeys, Conversion Analysis and Conversion Maps start on Advanced — the three screens a commerce operator actually opens.

Before you sign, check the region. Fullstory runs in two, and "the default data center for all customers is located in the US," with EU1 on request. Their Help Centre adds: "There is currently no migration path to transfer data from an account on one data center to another." Pick the wrong region and the fix is a new account.

Where Fullstory is genuinely better — and who shouldn't leave

Retroactive autocapture is the best idea in this category. Fullcapture records the interaction stream without pre-tagging, so a question you think of today gets answered against data from before you thought of it. If your team's pain is "we forgot to tag it," Fullstory solves that better than almost anything on the market, and Mtrix does not. Retroactive Data History is checked on all three tiers — it isn't an upsell.

Mobile apps. SDKs for iOS, Android, React Native, Flutter and Cordova/Capacitor. Mtrix has none. If your checkout lives in an app, stop reading comparison pages.

Warehouse export and activation are a real product line. Anywhere: Warehouse pushes behavioural data into a warehouse, CRM or CDP; Anywhere: Activation pushes real-time signals back out for personalisation. Mtrix has no equivalent.

Compliance depth. Their own certification posts confirm SOC 2, ISO/IEC 27001, 27701, 27017, 27018 and 42001 for AI management systems. Mtrix is SOC 2 Type II and ISO 27001 certified, with GDPR, CCPA/CPRA and HIPAA/HITECH compliance programmes. Fullstory's list is longer, and if a security questionnaire is the deciding vote, it wins that vote.

A generous free tier — 30,000 sessions a month, twelve months of retention, ten seats, 5,000 server-side events, no card. Two things to read first. A business email domain is required: "Freemium email domains, such as Gmail or Yahoo email addresses, cannot be used." And from their own FullstoryFree FAQ:

"By using FullstoryFree, you grant Fullstory ownership rights to the anonymized non-PII collected data" — used for "research and development · AI model training and analysis · product improvements · industry insights and trends · sharing with business partners · aggregate analytics and benchmarking."

They also commit that end-user PII is never shared with non-sub-processors. The tier is genuinely generous, and your shoppers' anonymised behaviour is part of the price. That's a board decision, not a tooling one.

Stay put if retroactive analysis is how your team works · you're under 30,000 sessions and the data clause doesn't trouble you · or you're a product team at a SaaS company. Mtrix is built for a DTC operator who owns a revenue number; the catalog, orders and builder are dead weight if you don't sell physical goods.

The alternatives, grouped by the job

If budget is the constraint — Microsoft Clarity

Microsoft's docs: "Clarity is a free service forever. You never encounter traffic limits or are compelled to upgrade to a paid version." Recordings, heatmaps, funnels, smart events, Copilot summaries, mobile SDKs. There's no test-creation feature — you tag your variants and Clarity filters and replays the tests you run in another tool. Thirty-day playback retention is the real limit.

Choose Clarity if you're leaving Fullstory over price. It's the honest answer to that search and Mtrix is not — Mtrix runs a one-month trial, not a free tier, at the platform price. The trade: Microsoft's own FAQ states Clarity is "GDPR-compliant as a data controller." Microsoft is not your processor, and its Terms of Use say what that means: under §4.4(c)(iii), Microsoft may use the personal data it collects to "improve Microsoft's products and services" and to "create user profiles for purposes that include advertising", and may use nonpersonal data "in connection with artificial intelligence initiatives, such as training, fine-tuning, and evaluating machine learning models" (clarity.microsoft.com/terms, confirmed in browser 28 Jul 2026).

If you're the Hotjar customer who got moved — Contentsquare

hotjar.com/pricing now redirects to Contentsquare's, and it starts free. Two things to check: session-replay data on Growth is kept two months while other session data gets thirteen ("13 months and 2 months for the Session Replays"), and revenue tracking is a Pro-tier line — it does not appear in the Growth feature list at all. The published ladder also runs out: above the 240k-session band Contentsquare prints no price, which is the whole argument on Contentsquare alternatives.

If you want retroactive analytics free — Heap

Also Contentsquare's now, and the opposite shape to its parent: a genuinely useful free analytics tier at 10,000 monthly sessions, with autocapture, so you can answer questions you didn't plan for. The catch is what a CRO team reaches for first — replay, heatmaps and error analysis are sold as an add-on, on Pro and Premier only. Paid tiers are quote-only.

If the real question is "why did it break" — LogRocket

The best error-to-replay join in the category: console logs, stack traces with source maps, network requests with headers and bodies, and state, all attached to the session that produced them. SSO is on Core, LogRocket's first paid tier, where Fullstory gates it behind Enterprise — and "analytics, logs, and errors are always unlimited" on every tier. You're metered only on replay.

Choose LogRocket if your team is engineers debugging a frontend. Their own calculator reads $0 at 1,000 sessions, $83 at 10,000 and $5,167 at 3M, billed monthly by default.

If your team is engineers who want published rates — PostHog

The only tool here that consolidates analytics, replay, heatmaps, experiments, feature flags and error tracking the way Mtrix does — and it publishes every rate. On pricing transparency and free access, PostHog beats Mtrix outright.

Where it stops for a merchant: experiments are built on feature flags, a developer primitive. The no-code web editor is in beta, and PostHog's own docs warn that "frameworks that frequently re-render or replace DOM elements may overwrite any no-code changes you apply." Revenue analytics is beta — they expose revenue properties and you build the view. Choose PostHog if you have engineers. Don't, if the person who ships the variant is your growth lead.

If you're actually enterprise — Quantum Metric

Web and native-app capture in one replay engine, SOC 2 + HITRUST and ISO/IEC 27001, and data isolated in "a separate Google Cloud Platform (GCP) Project for every customer." Implementation, PII remediation and hands-on training are named inclusions in every agreement, not services sold on top. It carries the best commercial term in this set: "Quantum Metric will not stop collecting data or making it available just because you went over your session limit."

Choose Quantum Metric if you're an airline, a bank or a Fortune 500 retailer with a dedicated analytics team. At $10M in DTC revenue it's a quarter-long purchase for capability you won't staff.

If the question is "why didn't they buy" — Mtrix

Mtrix isn't a replay tool. It's the platform a store runs on — or one script on the store you already have — with the testing, the analytics and the order data in the same product as the replay.

• Watch the sessions from the losing variant. Replay filters by experiment and by variant arm, alongside rage clicks, dead clicks, error clicks and form abandonment — at 100% capture on every install. Sampling is a control you switch on, not a tier you buy.
• Run the test in the same tool. A/B, multivariate, split URL and mask URL, client- and server-side, plus bandit allocation and mutual exclusion so overlapping tests can't contaminate each other. No cap on experiments on any plan, and — once Mtrix is on the store — a test live in about five minutes.
• Revenue is an object, not an event you send. Orders, line items and refunds in one view, with revenue per visitor, conversion rate and add-to-cart rate as native experiment metrics.
• The measurement survives what breaks tracking. On Shopify, purchase attribution runs on a server-side Admin webhook rather than a checkout script, so the 26 August 2026 checkout-extensibility changes don't touch it — once the cart carries Mtrix's session note attribute. An order placed through stock Shopify checkout with no Mtrix cart wiring isn't attributed. First-touch fbclid, gclid, gbraid, wbraid and ttclid capture rebuilds what a blocked pixel loses, and an in-app-browser bridge reconnects the shopper who jumps from Instagram or TikTok into Safari.
• No third-party cookies — identity travels in the request body, payloads are AES-256-GCM encrypted in the browser, and passwords, card numbers, CVV, SSN and auth tokens are masked before they leave it.
• Code export, so you can leave with your site. Pricing is flat across three tiers — not metered on sessions, orders or profiles.

Choose Mtrix if the replay tool, the testing tool and the order data are three separate systems and somebody on your team reconciles them by hand. Don't if you have a native app, or if you're here because Fullstory got expensive and you need free.

How you'd actually move

Keep your store, add the script. Mtrix installs as an npm package or CDN script on the storefront you have, and that gives you replay, analytics, experiments, error tracking and performance monitoring. It does not give you the visual builder editing your existing store in place, price testing on Shopify, or a Mtrix checkout — those belong to stores built on Mtrix.

Or move the store. Mtrix imports from your GitHub repo (the preferred route), your live site URL via its own scrapers, or Figma if you're starting fresh. The most complex stores are fully live within one week — the outside case, not the average. Contracts are monthly or annual.

Either way, check what you can take with you — see the Data Export gate above. The question isn't "how do I move it," it's "how long do I run both." Budget a month of overlap.

FAQ

See the session, run the test, read the order

One platform: the replay, the experiment that came out of it, and the orders it moved. One script. One definition of a session.