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FullStory
Data Analytics
FullStory is an Atlanta-based digital experience analytics company that records and analyzes how users actually interact with websites and apps, helping product and engineering teams identify usability issues and bugs.
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FullStory was founded in 2014 by Art Papas, Joel Webber, and Scott Voigt, based on the observation that traditional web and product analytics tools typically tell companies aggregate statistics about what users did, such as how many people clicked a particular button or completed a particular flow, but provide little visibility into the actual, granular user experience behind those numbers, making it difficult for product and engineering teams to understand why users behaved a certain way or what specifically caused a frustrating experience or a bug that a traditional analytics dashboard's aggregate numbers wouldn't reveal. FullStory's core technology captures detailed, replayable recordings of individual user sessions on a website or app, letting product managers, designers, and engineers watch exactly how a specific user navigated a page, where they hesitated or clicked repeatedly in frustration (sometimes called "rage clicks," a pattern FullStory specifically surfaces as a signal of user frustration), and precisely what happened when a bug or error occurred, providing a level of granular, visual insight into user behavior and technical issues that aggregate analytics dashboards alone cannot provide. The company has expanded its platform beyond session replay into broader "digital experience analytics," including automated detection of user frustration signals and technical errors across a company's entire user base without requiring someone to manually review individual session recordings, along with integrations that let product and engineering teams connect specific user session evidence to bug tracking and product management tools they already use. FullStory has emphasized privacy-conscious data capture practices, including automatic masking of sensitive information like passwords and payment details within recorded sessions, an important consideration given the sensitivity of capturing detailed user interaction data. The company's customers span product, engineering, and customer experience teams at companies seeking deeper visibility into real user behavior and technical issues than standard analytics provide. FullStory has raised substantial venture funding from investors including Kleiner Perkins, Stripes, and G Squared, reaching a valuation exceeding $1 billion.
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