analytics-dictionary / tool overview / tracking & measurement

FullStory

FullStory is a digital experience analytics platform known for session replay and behavioural insights.

Written by Reflective Data experts · updated Oct 5, 2026

It records how users interact with a site or app, surfaces frustration signals such as rage clicks, and links them to analytics.

It helps product and UX teams find and prioritise usability problems. Masking and consent settings need careful configuration.

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An event is a single recorded user interaction, such as a page view, click, scroll or…

Offline conversions are sales or leads that happen outside your website, such as phone orders or…

A keyword is a word or phrase that people type into a search engine, and that…

Reporting identity is the setting that decides how GA4 recognises users across sessions and devices in…

Product analytics studies how people use a digital product, to improve features, onboarding and retention.

Organic search is traffic from unpaid results on search engines.