FullStory vs Google Analytics Intelligence
Last updated: February 2026 · By AI-Ready CMO Editorial Team
AI Analytics
Strategic Summary
FullStory and Google Analytics Intelligence both serve the analytics space, but they target different segments of the market and solve fundamentally different problems.
FullStory: Find conversion-killing friction with session replay and AI — FullStory surfaces UX issues automatically without watching thousands of recordings manually.
Google Analytics Intelligence: Embedded AI insights within Google Analytics 4 that surface anomalies and trends without requiring data science expertise.
In our 9-dimension evaluation, FullStory scores 76/100 and Google Analytics Intelligence scores 7.2/100. FullStory pulls ahead with stronger scores across strategic fit, reliability, and ROI dimensions.
FullStory's key advantage: Find conversion-killing friction with session replay and AI — FullStory surfaces UX issues automatic
Google Analytics Intelligence's key advantage: Zero incremental cost and implementation overhead—embedded directly in GA4 with no new platform adoption required
Our take on FullStory: The best session replay tool on the market. AI frustration signals surface conversion killers you'd never find manually.
Choose FullStory if your team focuses on enterprise teams, data & analytics workflows. Choose Google Analytics Intelligence if you prioritize mid-market b2b saas companies using ga4 as primary analytics platform, marketing teams without dedicated data analysts seeking faster insights.
Watch out: FullStory — Newer entry — full review in progress. Google Analytics Intelligence — Constrained by GA4's data model and sampling methodology—cannot perform cross-domain attribution or correlate external data sources.
Our Recommendation: FullStory
FullStory scores 76/100 in our evaluation. The best session replay tool on the market. AI frustration signals surface conversion killers you'd never find manually.
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Choose FullStory when...
Choose FullStory if your team needs enterprise teams or data & analytics workflows. The best session replay tool on the market. AI frustration signals surface conversion killers you'd never find manually.
Choose Google Analytics Intelligence when...
Choose Google Analytics Intelligence if your team needs mid-market b2b saas companies using ga4 as primary analytics platform or marketing teams without dedicated data analysts seeking faster insights.
Score Breakdown
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Get the Full AI Marketing Learning Path
Courses, workshops, frameworks, daily intelligence, and 6 proprietary tools — built for marketing leaders adopting AI.
Trusted by 10,000+ Directors and CMOs.