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E-Commerce · head to head

FullStory vs Ruler Analytics

FullStory logo

FullStory

E-Commerce

Digital experience intelligence platform

From
Free
Rated
-
Full reviewWebsite
Ruler Analytics logo

Ruler Analytics

Marketing

Closed-loop marketing attribution

From
£299/month
Rated
-
Full reviewWebsite

The short version

  • Only FullStory has a free tier, so it costs nothing to try first.
  • Each has a real cost: FullStory free tier limited to 30,000 sessions per month, no 5,000+ monthly active user sites; Ruler Analytics no free plan or trial available, requiring custom quote for pricing
  • They diverge on capability: FullStory covers Session replay, Ruler Analytics covers Multi-touch attribution.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which FullStory and Ruler Analytics actually diverge.

Attributes where FullStory and Ruler Analytics differ
AttributeFullStoryRuler Analytics
Starting priceFree£299/month
Pricing modelquoteUnknown
Free tierYesNo
PlatformsWeb, MobileWeb
CategoryE-CommerceMarketing
Founded20142012

Identical on both: user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in FullStory

  • Session replay
  • Heatmaps
  • Conversion funnels
  • User journey mapping
  • Error tracking
  • Frustration signals
  • Search functionality
  • Custom events

Only in Ruler Analytics

  • Multi-touch attribution
  • Call tracking
  • Form tracking
  • Revenue attribution
  • Customer journey tracking
  • CRM integration
  • Marketing ROI
  • Custom reporting

Both cover

  • Google Analytics
  • Salesforce
  • SOC2

What people use each for

The jobs each tool is most often brought in to do.

FullStory

  • User experience analysisnot Ruler Analytics
  • Bug reproductionnot Ruler Analytics
  • Conversion optimizationnot Ruler Analytics
  • Customer supportnot Ruler Analytics
  • Product developmentnot Ruler Analytics

Ruler Analytics

  • Marketing attributionnot FullStory
  • ROI measurementnot FullStory
  • Lead trackingnot FullStory
  • Revenue attributionnot FullStory

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

FullStory

  • Free tier limited to 30,000 sessions per month, no 5,000+ monthly active user sites
  • Personal email addresses cannot be used for signup; business email domain required
  • Paid plan pricing not publicly listed, requires sales contact for quotes
  • Free plan has no email support, only community-based assistance
  • Mobile app analytics requires a separate add-on purchase

Ruler Analytics

  • No free plan or trial available, requiring custom quote for pricing
  • Advanced features like marketing mix modeling only available on Advanced plan at 1,499 GBP per month
  • Pricing scales with monthly traffic volume, making costs unpredictable
  • Setup requires manual integration with CRM and data sources

Pricing, plan by plan

FullStory

Free
  • FreeFree
    • 1,000 sessions/month
    • 14-day data retention
    • Basic analytics
  • Business$undefined/month
    • Custom sessions
    • 3-month retention
    • Advanced analytics
  • Enterprise$undefined/month
    • Unlimited sessions
    • Custom retention
    • Advanced privacy controls

Ruler Analytics

£299/month
  • Small$299/month
    • Up to 10,000 monthly visits
    • Form tracking
    • Call tracking
  • Medium$499/month
    • Up to 50,000 monthly visits
    • Data-driven attribution
    • Segmentation
  • Advanced$1499/month
    • 100k+ monthly visits
    • Marketing mix modeling
    • AI agents for analytics

Which should you pick?

Choose FullStory if

  • You need session replay.
  • You want to start without paying.
  • You work on Web, Mobile.
  • You also want heatmaps.
FullStory review

Choose Ruler Analytics if

  • You need multi-touch attribution.
  • You also want call tracking.
Ruler Analytics review

Questions people ask

Is FullStory or Ruler Analytics better?
Neither clearly leads. FullStory starts at Free and Ruler Analytics at £299/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, FullStory or Ruler Analytics?
FullStory has a free tier; the other does not. Paid plans start at Free for FullStory and £299/month for Ruler Analytics.
Does FullStory or Ruler Analytics run on more platforms?
FullStory runs on Web, Mobile. Ruler Analytics runs on Web.
Can I use FullStory for free?
Yes. FullStory has a free tier, so you can try it without paying. Ruler Analytics starts at £299/month.
What is FullStory best used for?
FullStory is most often used for user experience analysis, bug reproduction, conversion optimization, customer support. Of those, user experience analysis and bug reproduction are not what Ruler Analytics is typically brought in for.
What can FullStory do that Ruler Analytics cannot?
FullStory covers Session replay, Heatmaps, Conversion funnels, User journey mapping. Ruler Analytics covers Multi-touch attribution, Call tracking, Form tracking, Revenue attribution. Both handle Google Analytics, Salesforce, SOC2.

Answered from the vendors’ own pages

FullStory: What does FullStory's free tier include?

30,000 sessions per month, 10 user seats, 5,000 server-side events per month, 1 year of session replay retention, and 1 year of product analytics retention. Session capture pauses when you exceed the monthly limit, though existing sessions remain accessible.

Source
Ruler Analytics: What does Ruler Analytics track?

Ruler Analytics tracks forms, calls, live chat, offline conversions, and CRM data to connect marketing activity directly to revenue outcomes.

Source
FullStory: What features are excluded from the free plan?

Dashboards, configurable form privacy, Go-Live functionality, Streams, client-side rate hooks, mobile app analytics, and StoryAI are not available on the free tier. Email support is also unavailable; only community-based help is provided.

Source
Ruler Analytics: Does Ruler Analytics offer a free plan?

No, Ruler Analytics does not offer a free plan. Pricing starts at 299 GBP per month for the Small plan supporting up to 10,000 monthly website visits.

Source
FullStory: Can I use a personal email to sign up for FullStory's free plan?

No. FullStory requires a business email domain for signup; personal email services like Gmail cannot be used for free plan registration.

Source
Ruler Analytics: What attribution models does Ruler Analytics support?

Ruler supports multi-touch attribution, data-driven attribution, impression attribution, and marketing mix modeling for measuring campaign ROI across channels.

Source
FullStory: How does FullStory integrate with Slack?

FullStory's Slack integration allows individual users to send noteworthy sessions to Slack channels. Advanced and Enterprise plans can configure Alerts to receive notifications in Slack when user metrics exceed defined thresholds.

Source
FullStory: What analytics platforms does FullStory integrate with?

FullStory integrates with Segment, Mixpanel, Adobe Analytics, Google Analytics, Salesforce, HubSpot, and others. These integrations allow you to attach FullStory session URLs to events in your analytics platform for cross-platform correlation.

Source
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