Short answer: Fullstory does not publish a price. Not on its plans page, not on any of its four product lines, and not in that page's structured data. Paid plans are Business, Advanced and Enterprise, all quote-only. What Fullstory does publish is a permanent free plan, FullstoryFree, with 30,000 sessions a month, 12 months of retention and up to 10 users, plus a feature table that separates the three paid plans on only 15 of 62 rows. The clause most buyers miss is in the free plan's own FAQ: on FullstoryFree, Fullstory holds ownership rights to the anonymized data you collect, and paid plans are where that comes back to you.
Last updated September 2026. Every figure below was read at fullstory.com/plans and fullstory.com/free on September 3, 2026. Where a number comes from somewhere else, it says so.
Fullstory pricing in 2026
Start with the thing that decides most of this: there is no number to find. Fullstory organizes its pricing page around four product lines, and each one ends at the same button rather than a rate.
| Product line | What it covers | Published price |
|---|---|---|
| Analytics | Session replay, heatmaps, product analytics, StoryAI | Request pricing and demo |
| Workforce | Digital employee experience, internal support, workflow mapping | Request pricing and demo |
| Anywhere | Behavioral data delivered to your warehouse or cloud storage | Request pricing and demo |
| Activation | Real-time personalization from behavioral signals | Request pricing and demo |
Under Analytics there are three named plans, Business, Advanced (marked as the popular one) and Enterprise. None of them carries a price either.
We also ran the structured-data check we now run on every vendor, because pricing pages sometimes keep a plan declared in their JSON-LD after it disappears from the visible cards. That trick is how we found Unbounce's withdrawn $29 Starter plan still sitting in its markup with a 2027 validity date. Fullstory's plans page has no Offer blocks and no price properties whatsoever, just an Organization record. There is no hidden number, because there has never been a published one.
What we could not verify
Search for Fullstory pricing and you will find confident figures: an Advanced plan around $199 a month, annual contracts running from roughly $10,000 to north of $100,000. We could not trace a single one of those to a Fullstory source, and repeating them as fact is how bad numbers spread. Some may well be accurate, drawn from real contracts by people who signed them. Treat them as anecdotes, ask for a written quote, and be aware that in a quote-only market the price is partly a function of how prepared you are.
What FullstoryFree includes
The free plan is real, permanent and needs no credit card. On allowance alone it is the most generous free tier in this category.
| FullstoryFree | Allowance |
|---|---|
| Monthly session capture | 30,000 sessions |
| Session replay retention | 12 months |
| Analytics retention | 12 months |
| Users per account | Up to 10 |
| Credit card | Not required |
| Support | Documentation and community forums, email support is paid only |
| Excluded | Dashboards, configurable form privacy, Go-Live, webhooks, client-side ragehooks, StoryAI |
Twelve months of retention is the number worth sitting with. Microsoft Clarity, which is free and unmetered, deletes everything after 30 days. Crazy Egg's $29 entry plan tracks 5,000 pageviews a month on an annual-only commitment. Thirty thousand sessions and a full year of history, for nothing, is not a token free tier designed to frustrate you into upgrading.
The clause that decides whether you can use it
Fullstory's free-plan FAQ asks and answers the question directly, which is more than most vendors do. The answer is the most important thing on this page.
"By using FullstoryFree, you grant Fullstory ownership rights to the anonymized non-PII collected data."
And the comparison it draws between plans is explicit:
| Plan | Who owns the anonymized behavioral data |
|---|---|
| FullstoryFree | Fullstory owns anonymized data rights |
| Paid plans | Customers maintain full data ownership |
Fullstory lists what it may do with that data, and the list is not vague: research and development, AI model training and analysis, product improvements, industry insights and trends, sharing with business partners, and aggregate analytics and benchmarking. It commits that end-user personal information is never shared with third parties outside its own sub-processors, and that everything is anonymized first.
Give Fullstory credit for saying this out loud on a marketing page. Plenty of free tiers carry similar terms buried in a terms-of-service document nobody reads. But be clear about what it means in practice. If you work somewhere with a privacy review, a data processing agreement with your own customers, or a contract clause restricting how behavioral data may be reused, then FullstoryFree is a paid decision wearing a free label, and the upgrade is what buys your data back. That is a conversation to have before the snippet goes live, not after someone in legal reads the FAQ.
There is a second-order point too. Fullstory lists configurable form privacy among the things reserved for the Business plan. So the tier on which the vendor holds data rights is also the tier with fewer controls over what gets captured. Teams that care about this clause tend to be the same ones now drawing hard boundaries around what internal systems and data an AI tool is allowed to reach, and the reasoning is identical: it is much cheaper to set the limit before the data starts flowing than to unpick it afterwards.
What happens when you hit the free limit
Fullstory's answer, from its own FAQ: admins get an email and a message appears in the interface, and "you can still access existing sessions, but no new sessions will be captured until your next cycle begins or you upgrade to a paid plan."
That is the gentlest behavior of any metered tool in this category. Compare across the set:
| Tool | Meter | At the limit |
|---|---|---|
| Fullstory | Sessions | Stops capturing, history stays readable |
| Heap | Sessions | Keeps collecting, paywalls the dashboard |
| Crazy Egg | Tracked pageviews | Stops collecting until the 1st of next month |
| Hotjar | Sessions, with a replay cap | Stops recording above the cap |
| PostHog | Events, recordings, flag requests | Charges a published per-unit rate |
| Convert Experiences | Tested visitors | Charges $2.80 to $3.99 per 1,000 |
| GrowthBook | Seats, not traffic | No traffic limit exists to hit |
| Microsoft Clarity | None, it is free | Data older than 30 days is deleted |
Losing new capture for the rest of a month is painful, but it is recoverable and it does not hold your existing year of history hostage. Heap's approach, where ingestion continues while your ability to look at any of it stops, is the one that turns a busy month into an unplanned purchase order.
What actually separates the three paid plans
Fullstory publishes a 62-row feature comparison and then tells you it is incomplete, with the instruction to "request a demo for a complete list of features by plan" printed above it. Of the 62 rows shown, 47 are identical on all three plans. These are the 15 that are not.
| Feature | Business | Advanced | Enterprise |
|---|---|---|---|
| StoryAI Summaries | No | Yes | Yes |
| Conversion Maps | No | Yes | Yes |
| Retention Analysis | No | Yes | Yes |
| Journeys | No | Yes | Yes |
| Metric Insights | No | Yes | Yes |
| Watched Elements | No | Yes | Yes |
| Conversion Analysis | No | Yes | Yes |
| Segment Alerts | No | Yes | Yes |
| Metric Alerts | No | Yes | Yes |
| Activation Quota | No | Yes | Yes |
| Data Export | No | Yes | Yes |
| Unlimited Spaces | No | No | Yes |
| Multi-Organization Management | No | No | Add-on |
| Role-Based Access Control | No | No | Yes |
| SAML Single Sign-On | No | No | Yes |
Read that table as a buyer and three things jump out.
You cannot export your own data on the entry paid plan. Data Export begins at Advanced. So the cheapest Fullstory contract captures a year of behavior from your customers that you have no supported way to take with you. For a platform whose whole pitch is that it collects everything so you can answer questions later, putting the door out behind a tier upgrade is a notable choice.
Access control is Enterprise-only. SAML single sign-on and role-based access control both sit on Enterprise alone. That is the most restrictive placement we have found in this category, and it means an IT requirement for SSO does not have a price, it has a sales call.
| Tool | Where single sign-on sits |
|---|---|
| Heap | Included on the free plan |
| GrowthBook | Google SSO on the free cloud plan |
| PostHog | SSO enforcement $250/mo, SAML $750/mo, RBAC $2,000/mo, all published |
| Fullstory | SAML and RBAC on Enterprise only, no published price |
Reaching the top tier does not include everything. Multi-Organization Management is Enterprise-only and an add-on on top of it. So is mobile.
The add-ons that apply on every tier
Two capabilities are marked as add-ons on all three paid plans, Enterprise included:
- Mobile Analytics. A platform that describes itself as capturing behavior across web and mobile apps bills mobile separately at every price point.
- Guides and Surveys. In-app guidance and feedback collection, the thing Hotjar bundles as a headline feature, is priced apart here.
Fullstory also names Advantage Subscription (expert guidance and support) and StoryAI as separate add-ons. None of them carries a published price either.
Who should pay for Fullstory
The case for paying is genuinely strong for one kind of buyer. Fullcapture, Fullstory's server-side autocapture, records and structures behavior without you tagging events in advance, which means you can answer a question in March using data from the previous September that nobody thought to instrument. That retroactive property is the single hardest thing to replace when teams leave, and 12 months of retention even on the free plan is long enough for it to matter. Add co-browsing, which has few equivalents at any price, and privacy engineering that excludes and masks personal data before it leaves the device, and a large product organization gets real value under one contract.
The buyers who should look elsewhere are easier to name. If you need to know the price before you take a call, Fullstory will not tell you and PostHog publishes its entire rate card including per-unit rates and its volume discount ladder. If you cannot accept the free plan's data terms and cannot yet justify a paid contract, Microsoft Clarity is free, unmetered, unsampled and carries no equivalent clause. If you only ever wanted to know why one page is not converting, none of these tools answers that question: they show you what visitors did and leave the diagnosis and the rewrite to you.
That last gap is what Converto fills. Paste a live URL and it audits the copy, layout, CTAs, page speed and AI-readability, names the specific leaks and generates the rewritten variants ready to ship. No snippet, no waiting for sessions to accumulate, no traffic minimum, $19/mo self-serve. Suggestions are data-informed rather than guaranteed. Plenty of teams run both: a replay tool to watch behavior over months, Converto to turn one underperforming page into a shipped fix today.
If you are weighing the wider field, the full Fullstory alternatives comparison works through each option by job, and the session replay tools roundup puts the whole category side by side. For the analytics half specifically, the Heap comparison covers the other major autocapture vendor that also declines to publish a price.
Frequently asked questions
How much does Fullstory cost?
Fullstory does not publish a price at any tier. All four product lines and all three Analytics plans end at a request-a-demo button, and the plans page contains no price data in its structured markup either. Paid plans are Business, Advanced and Enterprise, all quote-based annual contracts. Third-party figures circulate, including an Advanced plan near $199 a month, but none of them traces back to a Fullstory source.
Is Fullstory free?
Yes. FullstoryFree is a permanent free plan requiring no credit card, with 30,000 sessions a month, 12 months of both session replay and analytics retention, and up to 10 users. It includes session replay, basic analytics and core debugging tools. It excludes dashboards, webhooks, configurable form privacy and StoryAI, and support is limited to documentation and community forums.
Who owns the data collected through FullstoryFree?
Fullstory does, for the anonymized non-PII portion. Its FAQ states that using FullstoryFree grants Fullstory ownership rights to that data, and lists AI model training, benchmarking and sharing with business partners among the permitted uses. You keep full access for your own business purposes, end-user personal information stays inside Fullstory's sub-processors, and moving to any paid plan restores full customer ownership.
What happens if you exceed the Fullstory free limits?
Fullstory emails all admins and shows a message in the product. Sessions already captured remain fully accessible, but no new sessions are recorded until the next monthly cycle begins or you upgrade. Unlike Heap, which keeps ingesting data while locking the dashboard, Fullstory stops at the door rather than behind it.
What is the difference between Fullstory Business, Advanced and Enterprise?
Less than the plan names suggest. The published 62-row table separates them on only 15 rows. Advanced adds eleven analytics capabilities over Business, including Journeys, Retention Analysis, StoryAI Summaries and Data Export. Enterprise adds Unlimited Spaces, role-based access control and SAML single sign-on. Fullstory states the published table is partial and directs buyers to a demo for the complete list.
Does Fullstory include SAML single sign-on?
Only on Enterprise, and with no published price. Among the tools we track this is the most restrictive placement: Heap includes SSO on its free plan, GrowthBook includes Google SSO on its free cloud tier, and PostHog charges a published $250 to $2,000 a month depending on whether you need SSO enforcement, SAML or full role-based access control. With Fullstory, an SSO requirement turns into a procurement cycle.
Is there a free Fullstory alternative?
Microsoft Clarity is the closest: free, unmetered, unsampled, with heatmaps and session recordings and no session cap. Its main limitation is 30-day data retention against Fullstory's 12 months, and it does not do product analytics. For product analytics on a free tier, Mixpanel and PostHog both offer real ones with published upgrade rates.
Paste your page and see what is leaking
Drop in any live URL and Converto audits the copy, layout, CTAs, speed, and AI-readability of the page you already have, then hands you ready-to-ship variants to lift signups and sales. Suggestions are data-informed, not guarantees.