Amplitude vs FullStory: What are the differences?

Key Differences between Amplitude and FullStory

Amplitude and FullStory are two popular analytics tools used by businesses to gain insights into user behavior and improve their products. While both tools have similar purposes, there are some key differences between them.

1. Data Collection Methodology: Amplitude primarily relies on event tracking to capture user interactions and generate analytics. It allows businesses to define specific events they want to track, collect relevant data, and analyze user behavior based on these events. On the other hand, FullStory uses session replay technology, recording every customer's interaction on a website or app, including mouse movements, clicks, and keystrokes. This allows businesses to visually understand user behavior and uncover specific pain points or areas for optimization.

2. User Journey Analysis: Amplitude focuses on analyzing user behavior at the aggregate level, providing insights into user segmentation, engagement, retention, and conversion funnels. It helps businesses understand how different user groups interact with their product and make data-driven decisions to improve user experiences. FullStory, on the other hand, offers detailed insights into individual user sessions. It allows businesses to watch recordings of specific user sessions, understand their thoughts and actions in real-time, and identify specific pain points or areas for improvement in the user journey.

3. Data Storage and Retrieval: Amplitude stores and processes user data in its own database, giving businesses full control over their data and the ability to query and analyze it. FullStory, on the other hand, stores user data on its servers and provides businesses with an interface to search and retrieve specific sessions or segments based on filters and criteria. The data privacy and security implications differ between the two depending on the specifics of data storage and accessibility.

4. Integration and Compatibility: Amplitude offers a wide range of integration options, allowing businesses to connect with various data sources, tools, and platforms. This enables businesses to centralize their data and derive insights from multiple data points. FullStory also provides integration capabilities, but its compatibility with other tools and platforms may not be as extensive as Amplitude's.

5. Pricing and Licensing Model: Amplitude offers a range of pricing plans based on the number of events and data points analyzed, making it suitable for businesses of different sizes and needs. FullStory, on the other hand, follows a per-seat licensing model, where the pricing is based on the number of users accessing and using the tool. This model may be more suitable for businesses that require a limited number of users to have access to the analytics platform.

6. Usage Focus: Amplitude focuses on providing analytics and insights for product teams and marketers to make data-driven decisions for product optimization and growth strategies. FullStory, on the other hand, is primarily used by UX designers, support teams, and developers to gain visibility into user experiences, identify usability issues, and improve overall user satisfaction.

In summary, while Amplitude and FullStory are both powerful analytics tools, they differ in data collection methods, user journey analysis, data storage and retrieval, integration options, pricing models, and usage focus. The choice between the two depends on the specific needs, priorities, and expertise of the business or team using them.