Heap vs FullStory (2026): Which Analytics Tools Tool Is Actually Better?

Budget is often the deciding factor when choosing between Heap and FullStory. Heap starts at Custom (contact for Growth) while FullStory comes in at Custom (contact for Business) — but the real question isn’t just cost, it’s what you get for your money. We spent weeks using both web analytics and data tools tools to build this no-fluff comparison.

Bottom line up front: FullStory is our pick for marketers — read on for why, and where Heap wins instead.

Quick Verdict

About Heap

Heap is a web analytics and data tools tool known for its capabilities. It’s designed for Product teams who want retroactive behavioral analytics without pre-instrumenting every event and has built a strong reputation for retroactive analysis without pre-planning events.

Key features:

What makes it stand out: Retroactive analysis without pre-planning events. Comprehensive user journey analysis

Where it falls short: Custom pricing means lack of transparency. Free plan limited to 10K sessions

Try Heap →

About FullStory

FullStory takes a different approach to web analytics and data tools. It’s built around its core strengths and is particularly well-suited for Enterprise product teams who need deep session replay and behavioral data to optimize digital experiences.

Key features:

What makes it stand out: Industry-leading session replay quality. Fullcapture™ captures all interactions automatically

Where it falls short: Enterprise pricing without transparency. Can be expensive for high-traffic sites

Try FullStory →

Feature-by-Feature Comparison

The feature gap between these tools reflects their different design philosophies. Heap prioritizes breadth, while FullStory goes deeper on specific use cases.

For a full look at Heap’s capabilities, see our Heap review. For FullStory, read the FullStory review.

Pricing Comparison

Important pricing notes:

• All prices verified as of 2026-03-28. Check official pages before purchasing.
• Heap has a free plan — see full Heap pricing breakdown for limits.
• FullStory has a free plan — see FullStory pricing details.

Pros and Cons

Heap Pros and Cons

Pros:

• ✅ Retroactive analysis without pre-planning events
• ✅ Comprehensive user journey analysis
• ✅ Auto-capture eliminates instrumentation work
• ✅ Now part of Contentsquare for enhanced DX analytics

Cons:

• ❌ Custom pricing means lack of transparency
• ❌ Free plan limited to 10K sessions
• ❌ Add-ons (replay, heatmaps) cost extra

FullStory Pros and Cons

Pros:

• ✅ Industry-leading session replay quality
• ✅ Fullcapture™ captures all interactions automatically
• ✅ Strong privacy controls (GDPR/CCPA compliant)
• ✅ 30K sessions/mo free to start

Cons:

• ❌ Enterprise pricing without transparency
• ❌ Can be expensive for high-traffic sites
• ❌ Data volume can be overwhelming without clear questions

Which One Should You Choose?

The right answer depends on what you’re actually trying to accomplish:

Best for marketers: FullStory — Industry-leading session replay quality

Best for developers: Heap — Retroactive analysis without pre-planning events

Best for ecommerce: FullStory — Fullcapture™ captures all interactions automatically

If you’re still on the fence: FullStory is the safer default. It scores 4.4/10 in our testing versus Heap’s 4.3/10, and industry-leading session replay quality.

Try FullStory Free →

Note: This is a non-affiliate link. We don’t earn commission on FullStory — our recommendation is based entirely on merit.

Frequently Asked Questions

Is Heap better than FullStory? FullStory scores higher in our testing (4.4/10 vs 4.3/10). FullStory is the better choice for marketers due to industry-leading session replay quality. However, Heap is a stronger fit if retroactive analysis without pre-planning events.

What’s cheaper, Heap or FullStory? Heap starts at Custom (contact for Growth), while FullStory starts at Custom (contact for Business). Heap has a free plan. FullStory also has a free tier. See the pricing comparison table above for the full plan breakdown.

Does Heap have a free plan? Yes. Heap offers a free tier — Free tier available. This makes it easy to test before committing to a paid plan.

Does FullStory have a free plan? Yes. FullStory offers a free tier — Free tier available.

Related Comparisons & Guides

• Heap Full Review
• Heap Pricing 2026
• Heap Alternatives
• Heap vs Google Analytics 4
• Heap vs Mixpanel
• Heap vs Hotjar
• FullStory Full Review
• FullStory Pricing