FullStory Pricing 2026: No Price List, a 30,000-Session Free Plan, and the Data Clause

FullStory’s 2026 pricing has one published number, and it is zero. FullstoryFree is a permanent free plan with 30,000 sessions a month, 12 months of data retention and up to 10 users.(source) The three paid plans, Business, Advanced and Enterprise, have no prices on the pricing page at all. Each one has a “Request pricing & demo” button, and the plan comparison table that follows tells you to “request a demo for a complete list of features by plan”.(source)

So if you searched “FullStory pricing” hoping for a table, the honest answer is that there isn’t one. What there is: a generous free tier with some conditions that matter for a Shopify store, a plan structure you can read, and enough public detail to decide whether it is worth getting on a sales call. That is what this post covers, with everything checked against FullStory’s own pages on 12 October 2026.

What FullStory publishes about its plans

Source: FullStory plans and pricing, checked 12 October 2026.

FullStory describes the three paid tiers like this: Business is “for companies that need deep product analytics and qualitative insights to grow with agility”, Advanced (marked “Popular”) is “for organizations that need to discover trends, plan roadmaps, and improve funnels at scale”, and Enterprise is “for data science and analytics teams to build predictive models or use data for GenAI and LLMs”.

There are also five published add-ons, which is the clearest signal of where the extra cost lives: Multi-Org Management, Mobile, an “Advantage Subscription” for expert guidance and support, StoryAI (its AI agents), and Guides and Surveys. In the comparison table, Guides and Surveys and Mobile Analytics are marked “Add-on” on all three paid tiers, and Multi-Organization Management is an add-on too.

The comparison table itself lists around sixty capabilities, from Session Replay, Heatmaps, Scroll Maps and Click Maps through Funnels, Journeys, Retention Analysis, Data Export, Webhooks, Consent API and SAML SSO, and shows every one of them ticked for Business, Advanced and Enterprise alike. Read generously, that means the paid tiers share one feature set and differ on volume, data and services. Read strictly, it means the public table will not tell you what separates a Business quote from an Advanced one. Either way, you will be told on the call, not on the page.

FullstoryFree in detail

This is the plan a Shopify merchant can actually evaluate, so it gets the most space. From FullStory’s free-plan page and its FAQ:(source)

Three things from that page are worth more than the headline number.

1. Capture stops at the cap. When you pass 30,000 sessions in a month, FullStory notifies admins by email and shows a message in the product. You keep access to what was recorded, but “no new sessions will be captured until your next cycle begins or you upgrade to a paid plan”. There is no overage and no sampling: the rest of the month is dark. At Littledata’s Shopify average of 2.8 pages per session, 30,000 sessions is roughly 84,000 pageviews, so most small and mid-sized stores will fit; a store running a promotion may not.(source)

2. The data clause. FullStory’s FAQ answers “Who owns the data collected through FullstoryFree?” like this, and we are quoting rather than paraphrasing because it is the kind of sentence that gets softened in summaries:

“By using FullstoryFree, you grant Fullstory ownership rights to the anonymized non-PII collected data. While you have full access to use this data for your business purposes, Fullstory maintains the right to use anonymized data for various purposes.”

The listed purposes are research and development, AI model training and analysis, product improvements, industry insights and trends, sharing with business partners, and aggregate analytics and benchmarking. The same answer says FullStory will never share end-user personal information with third parties that are not its sub-processors. Whether that trade is fine depends on your store and your lawyer. Our view: it is a fair price for a free product, but it is a price, and you should know you are paying it. The paid plans are the way out of it, and those are the plans without a published cost.

3. The feature exclusions are the ones Shopify stores reach for. Configurable form privacy matters the moment you record a checkout or an account page. Webhooks are how you would push a frustrated session into Slack. StoryAI is the AI layer FullStory markets hardest. All three are paid-plan features.

FullStory on the Shopify App Store

FullStory has one listing: “Fullstory, Checkout Capture”, launched 13 June 2025, free to install, with no reviews at the time of writing.(source) It is narrower than the name suggests. The listing says it is “ideal for existing Fullstory customers looking to capture session replay in new Checkout Extensibility experience” and that it “requires an existing Fullstory account and a Shopify Plus plan”. So it is a checkout add-on for Plus merchants already on FullStory, not a storefront install path.

For the storefront, FullStory’s getting-started steps for the free plan are to sign up, install the FullStory snippet on your website and start capturing. On Shopify, that means adding the snippet to your theme yourself. It is not hard, but it is a theme edit that survives or does not survive your next theme update depending on how you did it, which is the same failure mode we flagged for Microsoft Clarity.

FullStory vs Propel Replays

A like-for-like price table is not possible when one side does not publish prices, so this is a fit comparison with the one number that exists.

The honest read: FullstoryFree’s allowance is more than a hundred times larger than our free sampler in pageview terms, and its retention is twelve times longer. If what you need is a big, free, long-memory replay tool and you are comfortable with the data clause and a theme snippet, FullStory’s free plan is a real option and we would be lying to say otherwise.

The case for a Shopify-native tool is everything around that allowance. Propel records every session on every plan with no cap-and-stop, filters replays by Shopify customer fields without custom wiring, installs as a theme app embed, and publishes its prices: Basic at $9.90/mo for 20,000 pageviews, Plus at $19.90 for 40,000, Premium at $39.90 for 80,000 and Enterprise from $59.90 for 100,000, all 25% less on annual billing, with a 7-day trial. For a store that outgrows 84,000 pageviews, the comparison becomes FullStory Business, price unknown, against Propel Enterprise at $59.90/mo. You can at least do half of that math today.

When FullStory is the right call

• You are a product or engineering team, not only a store. FullStory’s plan descriptions are about product analytics, roadmaps and predictive models. If your Shopify store sits next to an app or a SaaS product, one tool across both is worth paying for.
• You want a year of history for free. Twelve months of replay retention on a free plan is unusual, and it matters if you audit seasonal behaviour.
• You are on Shopify Plus and already a FullStory customer. The checkout capture app is built for exactly you.
• Your buying process expects a sales cycle. Enterprise procurement, security review and a named account team are what the Advantage Subscription add-on and the Enterprise tier exist for.

When a Shopify-native tool fits better

• You want to know the price before the call. Every Propel plan is on the pricing page.
• You would rather not grant anyone ownership of your store’s behavioural data. The free plan’s data clause is the thing to read twice.
• You want Shopify in the filters, and insight alerts that surface unusually big orders, abandoned carts and abandoned checkouts relative to your store’s baseline, plus product-page alerts when add-to-cart rates drop.
• You want surveys included rather than as a Guides and Surveys add-on.
• You do not want a theme snippet. A theme app embed with a measured 0ms Core Web Vitals impact is the cleaner install for a storefront.

The honest verdict

FullStory is a serious product with a free plan that is, on volume and retention, the most generous in this category. It also does not tell you what anything else costs, and its free plan asks for something in return that most merchants will not notice until they read the FAQ. If you are evaluating it for a Shopify store, do three things: read the data clause, check whether the features you need are on the exclusion list, and ask for the Business price in writing before you commit a quarter to the tool. Then compare that number to a Shopify-native tool at the same volume, where the number is already public.

Where to read next

• Contentsquare pricing 2026, the other enterprise-shaped tool, which now publishes a self-serve ladder.
• Microsoft Clarity pricing 2026, the other free-forever option.
• Hotjar pricing 2026, Lucky Orange pricing 2026 and Mouseflow pricing 2026, the tools that do publish a price list.
• Best Shopify session replay apps in 2026, the ranked guide.
• Shopify session recording, what the Shopify-native version looks like.

Sources

• FullStory plans and pricing, checked 12 October 2026 (Business, Advanced and Enterprise tiers with “Request pricing & demo”, plan descriptions, the five add-ons, the plan comparison table and its “request a demo for a complete list of features by plan” note, and the FullstoryFree FAQ).
• FullstoryFree, checked 12 October 2026 (30,000 monthly sessions, 12 months of session replay and analytics retention, up to 10 users, included and excluded capabilities, over-limit behaviour, support, the data ownership and data use FAQ answers, getting-started steps).
• Fullstory, Checkout Capture on the Shopify App Store, checked 12 October 2026 (launch date, free to install, review count, existing-account and Shopify Plus requirements).
• Littledata average website performance benchmarks, 2,800-site dataset (2.8 average pages per session for Shopify).