Fullstory Acquires Usetiful to Connect Analytics Action

The Gist

• Acquisition announcement. Fullstory has acquired Usetiful, expanding its platform capabilities.

• Enhanced digital experiences. Integration enables real-time personalized guides and support within applications.

• Impact on product leaders. Product and workforce teams can now act on behavioral insights to drive adoption and engagement.

Fullstory, a behavioral data company, acquired Usetiful, a digital adoption platform known for deploying guides and surveys in applications, on Nov. 3. The acquisition, announced from Fullstory's Atlanta headquarters, represents the company's first tech and talent acquisition.

According to company officials, the integration extends Fullstory's capabilities into real-time delivery of personalized experiences aimed at driving business outcomes including greater feature adoption, higher user engagement and improved conversion rates.

The combined offering allows customers to connect behavioral insights directly to action through in-app guides, real-time support, onboarding tours and feedback tools.

Table of Contents

• Impacted Audiences for Fullstory-Usetiful Integration
• Digital Experience Evolution
• Predictive Digital Experience Journeys
• Integrated Capabilities for Fullstory-Usetiful
• Fullstory Background

Impacted Audiences for Fullstory-Usetiful Integration

• Product teams seeking to improve feature adoption and user engagement

• Customer experience professionals looking to provide contextual support

• Employee experience teams aiming to enhance onboarding and training

Digital Experience Evolution

AI-driven personalization and actionable analytics have moved from optional enhancements to essential components of modern digital experience platforms (DXPs).

The digital experience landscape has undergone significant transformation as businesses seek to humanize online interactions. According to industry experts, companies are increasingly embedding conversational AI into digital platforms to create more natural connections while reducing resource burdens. This shift comes as traditional website experiences fail to meet evolving customer expectations.

Advanced analytics tools, once exclusive to large enterprises, have become increasingly accessible to businesses of all sizes. These platforms now incorporate AI-driven insights offering actionable recommendations rather than just raw data, enabling companies to make informed decisions quickly.

Real-time personalization has evolved from a competitive advantage to a baseline expectation for modern customer experience. This capability, driven by behavioral signals and predictive analytics, now sits at the core of digital experience architecture.

Fullstory's acquisition of Usetiful aligns with this market direction, as the company aims to extend its behavioral analytics platform with digital adoption and engagement tools. According to Fullstory, the integration will enable customers to deploy in-app guides and feedback tools, turning insights into actions to drive business outcomes like feature adoption and conversion rates.

Predictive Digital Experience Journeys

Integrated Capabilities for Fullstory-Usetiful

The acquisition combines Fullstory's behavioral data platform with Usetiful's engagement tools.

Capability	Description
In-app guides	Help customers complete purchases or key workflows
Real-time support	Personalized assistance when users show signs of frustration
Onboarding tours	Guide new hires through multi-app onboarding processes
Feedback tools	Capture real-time input during critical initiatives
Behavioral insights	Connect user behavior data to appropriate interventions

Fullstory Background

Fullstory, founded in 2014 in Atlanta, targets digital product and experience teams at mid-sized to large enterprises seeking to optimize user engagement and operational efficiency.

Digital Analytics

The company offers a digital experience analytics platform that captures and indexes user interactions across web and mobile applications. Its capabilities include session replay, conversion analysis and customer journey mapping. The platform leverages artificial intelligence (AI) to help organizations identify friction points, prioritize improvements and quantify the impact of digital changes.

Market Position

Fullstory operates in the digital experience analytics segment, serving sectors such as ecommerce, financial services and SaaS. Its typical customers are product managers, UX researchers and digital marketing teams at organizations with significant online operations. The company is often positioned as a competitor to other digital analytics and session replay providers, focusing on usability and actionable insights for enterprise-scale deployments.

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