FullStory vs Matomo

FullStory and Matomo are both analytics options. Here's how they compare on official platforms, features, and positioning — sourced from each vendor's own site, not from ratings or reviews.

Side-by-side summary

ComparingFullStoryMatomo

CategoryAnalyticsAnalytics

Alternatives tracked22

PlatformsWebWeb, iOS, Android

Best for FullStory

Product management, data analytics, customer support, and marketing teams in retail/ecommerce, food and beverage, travel, financial services, gaming, and SaaS who want to remove conversion friction and personalize digital experiences.

Best for Matomo

Positioned for organizations wanting privacy-compliant analytics without vendor lock-in — enterprises prioritizing data ownership, public sector bodies with regulatory requirements, and teams seeking a Google Analytics alternative.

Feature comparison

Every feature listed here comes directly from each vendor's own official site.

FullStory

Session replay to record and play back real user sessions
Product analytics for behavior patterns and engagement metrics
Mobile analytics tracking interactions across mobile apps
Heatmaps visualizing where users click and scroll
In-product Guides and Surveys for feedback collection
StoryAI, an intelligence layer that surfaces insights from behavioral data
Fullcapture for automatic, privacy-first interaction recording

Matomo

Unsampled data with no sampling limitations
Cookieless tracking and data anonymization options
Self-hosted or cloud deployment with full data ownership
Heatmaps and session recordings
A/B testing and personalization
Funnel/flow analysis and raw data export

Pros and cons

FullStory

Pros

Session replay to record and play back real user sessions
Product analytics for behavior patterns and engagement metrics
Mobile analytics tracking interactions across mobile apps
Heatmaps visualizing where users click and scroll
In-product Guides and Surveys for feedback collection
StoryAI, an intelligence layer that surfaces insights from behavioral data
Fullcapture for automatic, privacy-first interaction recording

Cons

We don't publish a "cons" list for either product. No vendor's official site documents its own product's weaknesses, so there's no sourced basis for one — and we'd rather say that plainly than invent one.

Matomo

Pros

Unsampled data with no sampling limitations
Cookieless tracking and data anonymization options
Self-hosted or cloud deployment with full data ownership
Heatmaps and session recordings
A/B testing and personalization
Funnel/flow analysis and raw data export

Cons

Key differences

FullStory lists Session replay to record and play back real user sessions, Product analytics for behavior patterns and engagement metrics, Mobile analytics tracking interactions across mobile apps, Heatmaps visualizing where users click and scroll, In-product Guides and Surveys for feedback collection, StoryAI, an intelligence layer that surfaces insights from behavioral data, Fullcapture for automatic, privacy-first interaction recording that Matomo doesn't list.
Matomo lists Unsampled data with no sampling limitations, Cookieless tracking and data anonymization options, Self-hosted or cloud deployment with full data ownership, Heatmaps and session recordings, A/B testing and personalization, Funnel/flow analysis and raw data export that FullStory doesn't list.
Matomo supports iOS, Android, which FullStory doesn't list.

Choose FullStory if…

Choose FullStory if this fits: Product management, data analytics, customer support, and marketing teams in retail/ecommerce, food and beverage, travel, financial services, gaming, and SaaS who want to remove conversion friction and personalize digital experiences.

Choose Matomo if…

Choose Matomo if this fits: Positioned for organizations wanting privacy-compliant analytics without vendor lock-in — enterprises prioritizing data ownership, public sector bodies with regulatory requirements, and teams seeking a Google Analytics alternative.

Facts on this page are sourced from each vendor's official site (linked below), not from ratings or reviews. Products change — verify anything that matters to your decision directly on the vendor's own site before switching. See our Disclaimer and Sources Policy.