DynoWeb vs FullStory
FullStory's autocapture is the real thing — it records interactions you never thought to instrument, so you can ask a question in March about behaviour from January and actually get an answer. That is a genuine capability and DynoWeb does not match it. The trade is scale and shape: FullStory is built for product organisations across web and mobile, DynoWeb for one merchant and one storefront.
What each product is actually for
DynoWeb
DynoWeb is conversion rate optimization built for one platform. It reads your storefront as a store — products, variants, cart, checkout, order value — and every insight it surfaces comes attached to a change you can preview and apply, with the revenue delta measured afterwards.
FullStory
FullStory positions itself as 'intelligent digital experiences, powered by human context' and 'the most trusted name in AI analytics'. Its Fullcapture autocapture technology underpins session replay, heatmaps, product and mobile analytics, journey maps, funnels, segments and dashboards, with StoryAI layered on top for insight generation. Named customers include Adobe, JetBlue, Carvana, KeyBank, Duolingo and Patagonia. For ecommerce it speaks to fixing 'cart and checkout friction that costs sales'.
DynoWeb and FullStory, dimension by dimension
These are descriptions, not scores. Several rows below are places where FullStory does something DynoWeb does not, and they are marked as such.
| Dimension | DynoWeb | FullStory |
|---|---|---|
| What it is built for | DynoWebShopify conversion rate optimization | FullStoryDigital experience analytics at scale |
| Data capture | DynoWebStorefront events, cart and checkout aware | FullStoryAutocapture — records without instrumenting |
| Retroactive analysis | DynoWebAnalyses what it was built to track | FullStoryAsk new questions of historical data |
| Native mobile apps | DynoWebStorefront only | FullStoryMobile analytics alongside web |
| Commerce data model | DynoWebProducts, variants, cart, checkout, order value | FullStoryEvents, segments and funnels you define |
| From insight to change | DynoWebSuggested fix you preview and apply | FullStoryYou take findings to your own workflow |
| Revenue attribution | DynoWebBefore-and-after delta per applied change | FullStoryConversion analysis, not per-change attribution |
| Surveys and guides | DynoWebNot a survey tool | FullStoryGuides and surveys included |
| Who it is sold to | DynoWebIndividual merchants, self-serve | FullStoryEnterprise and large product teams |
| Time to first insight | DynoWebInstall and wait one traffic cycle | FullStoryOnboarding, instrumentation review, enablement |
| Typical owner | DynoWebStore owner or ecommerce lead | FullStoryProduct, data or digital experience team |
This comparison reflects each product's publicly stated positioning and our own reading of it. Products change, plans change, and vendors ship. Check each vendor's own site before you decide, and treat anything here that contradicts them as out of date rather than authoritative.
Last reviewed .
Who each tool is genuinely best for
FullStory is the better choice for a real set of teams. If you are one of them, we would rather you knew now than after a trial.
Choose DynoWeb if
- Merchants who want a fix list, not a data platform to query
- Stores where nobody's job title contains the word analyst
- Teams that need each change tied back to revenue to justify it
- Shopify-specific questions about carts, variants and checkout
Choose FullStory if
- Product organisations that need to ask new questions of old data — autocapture is genuinely hard to replicate
- Companies running a native app and a website that must be analysed together
- Teams with analysts who will actually use segmentation and cohort tooling
- Enterprises that need governance, SSO and procurement to be a solved problem
- Non-Shopify products, where a commerce data model would be dead weight
Moving from FullStory
Most Shopify merchants never had FullStory — it usually arrives with a larger product org. If you are on it and considering DynoWeb, the question is not which is better but whether you are paying for a platform to answer store questions. Historical captures do not transfer between vendors, so keep the account read-only for as long as the archive matters.
- Install DynoWeb from the Shopify App Store and leave FullStory running.
- Give it a full traffic cycle so heatmaps and replays have the sessions to be meaningful.
- Take a question FullStory answered well and ask it of DynoWeb. Note where the commerce model makes it faster and where the autocapture depth is missed.
- If a product team relies on FullStory for the app or non-store surfaces, keep it. DynoWeb covers the storefront only.
- Decide on evidence after a month, not on price.
DynoWeb vs FullStory, answered
What is autocapture and does DynoWeb have it?
FullStory's Fullcapture records interactions without you defining events in advance, so you can ask a question months later about behaviour you never thought to instrument. DynoWeb does not match this — it analyses what it was built to track, which for a storefront is carts, variants and checkout. For open-ended retroactive analysis, FullStory is the stronger tool.
Is FullStory overkill for a Shopify store?
Often, yes. It is built for product organisations and enterprise teams, and it usually arrives with analysts who will use segmentation and cohort tooling properly. If nobody's job title contains the word analyst, most of what you are buying will go unused.
Does FullStory have a free plan?
Yes — its site publishes a free tier of 30,000 sessions a month with 12 months of retention for up to 10 users, no credit card required. Paid pricing is not published and is quote-based.
Can I use both?
Yes, and it makes sense where a product team already relies on FullStory for an app or non-store surfaces. DynoWeb covers the storefront only, so it narrows rather than replaces. Nothing conflicts.
The parts of DynoWeb this comparison touches
Stop guessing. Fix it and see the money.
Install DynoWeb, run it alongside whatever you have now, and compare the two on your own storefront rather than on a table.