Fullstory vs Matomo

Google Analytics 360

Hotjar

Mixpanel

Smartlook

Mouseflow

Fathom

Compare Fullstory and Matomo based on features, pricing, verified reviews, integrations & more on GetApp. Find out which software is best for your business in 2026.

Hotjar provides website heatmaps and behavior analytics tools that reveal how visitors interact with websites. The platform combines visual feedback through heatmaps and session recordings with direct user input via surveys and feedback collection, allowing businesses to identify conversion blockers and optimize user experience. Hotjar integrates with popular tools like Google Analytics and Zapier to deliver comprehensive insights about website performance.

Mouseflow is a user behavior recording platform that helps reveal website visitors' activities through 6 types of heatmaps, non-sampled session replays, funnels, form analytics and feedback campaigns. 
More than 165.000 clients trust Mouseflow to help them improve their website experiences.

Smartlook is a qualitative analytics solution for websites and mobile apps with always-on visitor recordings, heatmaps, automatic event tracking, and conversion funnels. Not just numbers and graphs, Smartlook will help you truly understand your users' actions.

Fullstory surfaces the sentiment between clicks so enterprises can create better products and experiences that win lifelong loyalty.

A/B Testing

Access Controls/Permissions

Activity Dashboard

Activity Tracking

Ad hoc Analysis

Ad hoc Reporting

AI/Machine Learning

Alerts/Escalation

Alerts/Notifications

Analytics

Annotations

Application Management

Augmented Analytics

Behavior Analytics

Behavior Tracking

Behavioral Analytics

Benchmarking

Campaign Analytics

Campaign Management

Categorization/Grouping

Charting

Chat/Messaging

Click Tracking

Cohort Analysis

Collaboration Tools

Commenting/Notes

Compliance Management

Configurable Alerts

Conversion Rate Optimization

Conversion Tracking

Customer Activity Tracking

Customer Experience Management

Customer Journey Mapping

Customer Segmentation

Customer Touchpoints

Customizable Fields

Customizable Reports

Customizable Templates

Dashboard

Dashboard Creation

Data Aggregation

Data Analysis Tools

Data Capture and Transfer

Data Collection

Data Import/Export

Data Modeling

Data Synchronization

Data Visualization

Dynamic Content

Element Analytics

Email Alerts

Engagement Tracking

Event Logs

Event Triggered Actions

For Mobile

For Websites

Forecasting

Form Analytics

Functions/Calculations

Funnel Analysis

Geographic Maps

Goal Setting/Tracking

Heatmaps

In-App Events Tracking

Incident Management

Indexing

Intelligent Search

Interactive Reports

Issue Management

Issue Tracking

Key Performance Indicators

Keyword Research Tools

Keyword Tracking

Knowledge Management

KPI Monitoring

Link Management

Location Tracking

Mixed Methods Research

Mobile Access

Mobile Alerts

Mobile Dashboards

Monitoring

Multi-Channel Attribution

Multi-Channel Communication

Multi-Channel Data Collection

Multi-Location Monitoring

Multiple Data Sources

Multiple Site Management

Multiple User Accounts

Pageview Tracking

Performance Management

Performance Metrics

Personalization

Private Dashboards

Problem Area Alerts

Product Data Management

Public Dashboards

Qualitative Comparative Analysis

Quantitative Analysis

Fullstory

Android

Linux

Web-based

Windows

iPad

iPhone

Remote Office Mgr

This amount of user behavior visibility is crucial for locating friction points and improving the user experience. Super love this feature.

senior software engineer

The integration of fullStory to the product is simple and easy due to the good documentation an good customer support. The FullStory provides some inbuilt analysis trends which is pretty useful.

Customer Success 

I recommend it to all my colleagues, it can help improve our user experience by reviewing their activity, not just to help investigate issues.

Head of Sales & Customer Success

We tried the other most recommended softwares that do just that, but Fullstory is much more user friendly, smart, easy to use and capable.

Product Manager

I love how quick it is to find out the customer segments you are looking for. This is super important when QA-ing software.

ECommerce Manager

I love the whole concept of the software. It’s amazing to watch a customers entire journey through our website.

Senior Product Designer

It also helps determine where there are issues in your funnel and what a potential solution might be to improve it.

Thailand Country Manager

Software has a summary section also which is great, analytics and trends are very useful and you can also integrate into jira for reports and decision making.

Business Development Manager 

Full story is so easy to use and protects user privacy also which was a concern of mine. Its a easy to set up through segment and their customer support is there if you need any help.

Customer Acquisition Strategist

We've used it to analyze conversion rate issues and it has provided invaluable insight. The FullStory support team is a dream to work with - they are responsive and go above and beyond to help out.

Head of Growth & Demand Generation

Search is amazing, also the video quality is great.

Marketer

FullStory is helping us immensely with UX/UI research and how to improve our app. It also helps us with customer support because we can easily identify what a user did and where he ran into trouble.

Analyst

It makes the process way faster because we don't always have to re-create the scenario to see what happened. Another major benefit is that it helps us understand the psychology of our customers.

Allows me to investigate bugs and user error super quickly within a fun to use interface.

It takes a few seconds to load the video, so I miss the action I was trying to look at.

Software Engineer

If I remember correctly, setting it up was a little difficult in our environment because of our stack.

Product manager

I really struggle to find problems. Maybe sometimes the speed of the platform is a bit slow and takes time to load a video but as said, it’s really a minor thing.

Track the User session and watch them use your product to identify there pain points.

Fullstory screenshot: Ready-made for AI Behavioral Data Straight to your Data Ecosystem

Fullstory screenshot: Visualize Behavioral Data with Custom Dashboards

Fullstory screenshot: Powerful Session Replay Combined with Dev Tools

Fullstory screenshot: Use AI-generated Summaries to Take Action More Quickly

Fullstory screenshot: Fullstory for Mobile Apps

Large Enterprises

Mid Size Business

Non Profit

Small Business

Enterprise-level analytics platform for marketers, BI staff, and online businesses to gain insights into customer website interactions.

Mixpanel helps companies build better products through data. With our powerful, self-serve product analytics solution, teams can easily analyze how and why people engage, convert, and retain to improve their user experience.

Fathom is a financial analysis and management reporting tool, designed to help users monitor trends, assess business performance, and identify opportunities for improvement. Integrations with QuickBooks, Xero, and MYOB, allowing users to import financial data directly from their accounting software.

Choose a powerful analytics solution that respects data privacy and ownership.  

Matomo is the trusted analytics solution for over 1.5 million websites globally.

Campaign Tracking

Customer Database

Customer Profiles

Customizable Branding

Customizable Dashboard

Customization

Data Cleansing

Data Discovery

Data Quality Control

Drag & Drop

Real-Time Analytics

Real-Time Data

Real-Time Monitoring

Referral Tracking

Reporting & Statistics

Reporting/Analytics

Scheduled/Automated Reports

Screen Activity Recording

Search/Filter

Self Service Data Preparation

SEO Management

Single Page View

Site Search Tracking

Statistical Analysis

Third-Party Integrations

Time on Site Tracking

User Interaction Tracking

Visual Analytics

Website Analytics

Widgets

Matomo

Director of Engineering

A user and administrator/engineer, and Matomo is by far the best one, in terms of features, ease of use, integration, and tracking, absolutely amazing work by Matomo team, bravo.

Matomo behaved as a quality alternative for content search on our intranet and has met our expectations with an excellent cost-benefit ratio and ease of use.

Owner

The platform has been around a long time (formerly Piwik) and has proven to be very reliable. Using the API to create custom reports is also easy and super useful.

Webmaster & Writer

I really appreciated the ease of installation, both as a solution and also the deployment on my sites. If you have already used competing solutions, the operation is intuitive.

Fullstory vs Matomo Comparison (2026)

Fullstory vs Matomo Comparison (2026)

Fullstory

Matomo

Overview

Video & Screenshots

Pricing

User reviews

Key features

Integrations

Alternatives