Choose FullStory if
Mid-to-large product teams and UX researchers
Capabilities only listed for FullStory
Important considerations: Free excludes advanced dashboards, StoryAI, mobile capture, and configurable privacy; paid pricing is quote-based.
FullStory vs Google Analytics (GA4) comparison
Compare pricing, deployment, product fit, integrations, and capabilities side by side.
Which platform fits your needs?
Choose Google Analytics (GA4) if
All website owners, from small businesses to enterprises
Capabilities only listed for Google Analytics (GA4)
Important considerations: GA4 has a steep reporting and consent-configuration learning curve; Analytics 360 pricing is not public and standard properties have lower limits.
| Attribute | FullStory | Google Analytics (GA4) |
|---|---|---|
| Overview | A digital experience analytics platform combining session replay, heatmaps, funnels, event analytics, and AI insights for both web and mobile. | Google's mainstream analytics platform for web and app measurement, built around GA4 events, attribution, advertising integrations, and BigQuery-connected reporting for larger deployments. |
| Pricing | Fullstory Free includes 30,000 monthly sessions and 12 months of analytics retention; Business, Advanced, and Enterprise pricing is quote-based | GA4 standard is free; Google Analytics 360 is enterprise-priced via Google sales |
| Deployment | Vendor-hosted cloud | Vendor-hosted cloud |
| Best for | Mid-to-large product teams and UX researchers | All website owners, from small businesses to enterprises |
| Operator | Fullstory, Inc. Independent private company | Google LLC Subsidiary of Alphabet Inc. |
| Company base | Atlanta, United States · United States | Mountain View, United States · United States |
| Organization scale | at least 200 employees · operator, as of 5 May 2020 | 190,820 employees · parent company, as of 31 Dec 2025 |
| Recent direction | AI-assisted analysis Recent official evidence shows a focus on AI-assisted analysis. | marketing attribution Recent official evidence shows a focus on marketing attribution. |
| Key features |
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| Important considerations | Free excludes advanced dashboards, StoryAI, mobile capture, and configurable privacy; paid pricing is quote-based. | GA4 has a steep reporting and consent-configuration learning curve; Analytics 360 pricing is not public and standard properties have lower limits. |
| Integrations | Segment, Salesforce, CRMs, Dev tools | Google Ads, BigQuery, Shopify |
| Fact check | We checked this information against official vendor sources on 2026-08-08. | We checked this information against official vendor sources on 2026-08-08. |
Capability matrix
This matrix shows capabilities recorded in our catalog. Not listed means we have not confirmed the capability here. Check the linked vendor sources for plan, deployment, and usage limits.
| Attribute | FullStory | Google Analytics (GA4) |
|---|---|---|
| AI insights | Listed | Listed |
| App analytics | Listed | Listed |
| Audience insights | Listed | Listed |
| Behavior analytics | Listed | Listed |
| CCPA compliant | Listed | Not listed |
| Cohort analysis | Listed | Listed |
| Cross-device tracking | Listed | Listed |
| Custom reports | Listed | Listed |
| Data export | Listed | Listed |
| E-commerce tracking | Listed | Listed |
| Enterprise | Not listed | Listed |
| Error tracking | Listed | Not listed |
| Event tracking | Listed | Listed |
| Free plan | Listed | Listed |
| Funnels | Listed | Listed |
| GDPR compliant | Listed | Not listed |
| Goals | Listed | Listed |
| Heatmaps | Listed | Not listed |
| Integrations | Listed | Listed |
| Real-time data | Listed | Listed |
| Retention analytics | Listed | Listed |
| Revenue tracking | Listed | Listed |
| Session recordings | Listed | Not listed |
| User segments | Listed | Listed |