FullStory
Semrush
| Feature | FullStory | Semrush |
|---|---|---|
| Pricing | Free only | Free / from $139.95/mo |
| Free Plan | ✓ Yes | ✓ Yes |
| Rating | 4.4 / 5 | 4.6 / 5 |
| Best For | product-teams, ux-designers, enterprise-apps, conversion-optimization | digital-marketers, agencies, enterprise, ppc-managers |
| Founded | 2014 | 2008 |
| Session Replay | ✓ | ✗ |
| Heatmaps | ✓ | ✗ |
| Product Analytics | ✓ | ✗ |
| Error Tracking | ✓ | ✗ |
| Frustration Signals | ✓ | ✗ |
| User Journeys | ✓ | ✗ |
| Data Export | ✓ | ✗ |
| Keyword Research | ✗ | ✓ |
| Site Audit | ✗ | ✓ |
| Rank Tracking | ✗ | ✓ |
| Competitor Analysis | ✗ | ✓ |
| Ppc Tools | ✗ | ✓ |
| Content Marketing | ✗ | ✓ |
| Social Media | ✗ | ✓ |
✓ FullStory Pros
- High-fidelity session replay with DOM rendering
- AI-powered insights surface frustration signals
- Combines qualitative and quantitative analytics
- Privacy-first with PII exclusion controls
✗ FullStory Cons
- Expensive for high-traffic sites
- Free plan limited to 1,000 sessions/month
- Can slow page performance with full recording
✓ Semrush Pros
- Most comprehensive marketing toolkit
- Excellent PPC and advertising tools
- Content marketing platform included
- Social media management built-in
✗ Semrush Cons
- Very expensive for small businesses
- Interface can feel overwhelming
- Some data less accurate for non-US markets
The Verdict
FullStory is built for product teams and ux designers, with a focus on session-replay and heatmaps. Semrush targets digital marketers and agencies and leads with keyword-research and site-audit.
FullStory uses custom enterprise pricing, while Semrush starts at $139.95/mo — a tangible advantage for teams with a fixed budget.
Both offer free plans, so you can test each with your real workflow before committing to a subscription.
This is a genuinely close comparison. If you can, sign up for both free trials (where available) and run a one-week test with your actual team tasks before deciding.