FullStory Integrations

Overview

FullStory integrates with dozens of business tools to enhance your workflows, enrich data, and distribute insights across teams. Whether you're connecting to your CRM, support platform, collaboration tools, or data warehouse, integrations help you get more value from FullStory by making insights accessible where your team already works.

This guide covers the most popular integrations, setup instructions, use cases, and best practices.

Why Integrate FullStory?

Integrations unlock powerful capabilities:

• Enrich support tickets with session replays (Zendesk, Intercom)
• Sync user data between FullStory and your CRM (Salesforce, HubSpot)
• Notify teams of key events and insights (Slack, Microsoft Teams)
• Track bugs with session context (Jira, Linear, Asana)
• Centralize data in your warehouse (Snowflake, BigQuery, Redshift)
• Manage tags via tag management systems (Google Tag Manager, Segment)
• Trigger workflows based on user behavior (Zapier, Webhooks)

Integration Categories

FullStory integrations fall into several categories:

Salesforce Integration

Overview

The Salesforce integration syncs FullStory session replays and user data with Salesforce records, allowing sales and support teams to see customer behavior directly in the CRM.

Setup

1. In FullStory, go to Settings > Integrations
2. Click Salesforce > Connect
3. Authorize FullStory to access your Salesforce org
4. Map FullStory user properties to Salesforce fields
5. Configure sync settings (which objects to sync, sync frequency)
6. Save and activate

Features

View session replays in Salesforce:

• Session replays appear in Contact, Lead, Account, and Opportunity records
• Click "View in FullStory" to watch user sessions

Sync user properties:

• Map FullStory user properties (plan, signup date, etc.) to Salesforce fields
• Keep CRM data in sync with user behavior

Create custom reports:

• Report on user behavior alongside CRM data
• Identify patterns in deals won/lost based on product usage

Use Cases

Sales teams:

• Review how prospects interact with your product during trials
• Identify friction points before sales calls
• Tailor demos based on actual product usage

Support teams:

• Watch sessions to understand customer issues
• Reduce time-to-resolution by seeing exactly what happened
• Proactively reach out to frustrated users

Customer success:

• Monitor onboarding progress
• Identify at-risk accounts based on usage patterns
• Track feature adoption by account

Configuration Example

Map FullStory properties to Salesforce fields:

FS.identify(user.id, {
  email: user.email,
  accountType: user.plan,
  company: user.company,
  monthlySpend: user.revenue
});

These properties sync to corresponding Salesforce fields:

• email → Contact.Email
• accountType → Contact.Account_Type__c
• company → Account.Name
• monthlySpend → Opportunity.Amount

Zendesk Integration

Overview

The Zendesk integration automatically attaches FullStory session replays to support tickets, giving agents full context when helping customers.

Setup

1. In FullStory, go to Settings > Integrations
2. Select Zendesk > Connect
3. Enter your Zendesk subdomain (e.g., yourcompany.zendesk.com)
4. Authorize FullStory to access Zendesk
5. Configure automatic attachment settings
6. Save and activate

Features

Automatic session links:

• When a user submits a ticket, their recent FullStory sessions are automatically linked
• Agents see "View Session in FullStory" button in ticket sidebar

Manual session sharing:

• Search for sessions in FullStory
• Click "Share to Zendesk"
• Attach specific replays to relevant tickets

Bi-directional context:

• View Zendesk ticket details within FullStory
• See which support issues correlate with specific user behaviors

Use Cases

Support agents:

• Watch exactly what the user experienced before submitting a ticket
• Eliminate back-and-forth questions about reproduction steps
• Resolve issues faster with visual context

Support managers:

• Identify common UX issues that drive support volume
• Prioritize bugs based on support impact
• Train new agents using real session examples

Configuration Tips

Identify users consistently:

// Use the same user ID in both FullStory and Zendesk
FS.identify(user.id, {
  email: user.email,
  name: user.name
});

Trigger automatic attachment: When users contact support, ensure their FullStory user ID matches their Zendesk user ID (typically email address).

Slack Integration

Overview

The Slack integration sends FullStory alerts, insights, and session links directly to Slack channels, keeping teams informed in real-time.

Setup

1. In FullStory, go to Settings > Integrations
2. Select Slack > Connect
3. Authorize FullStory to post to your Slack workspace
4. Select default channel for notifications
5. Configure alert types and frequency
6. Save and activate

Features

Share sessions to Slack:

• Click "Share to Slack" from any session replay
• Post to specific channels or DMs
• Add context and comments

Automated alerts:

• Get notified when frustration signals spike
• Alert on critical errors or bugs
• Monitor conversion funnel drop-offs

Saved search notifications:

• Create saved searches in FullStory
• Receive Slack alerts when new sessions match criteria

Use Cases

Product teams:

• Share interesting user sessions during standups
• Alert team when new bugs appear
• Celebrate when users complete key milestones

Support teams:

• Get notified of frustrated users in real-time
• Share tricky support cases for collaboration
• Loop in engineers when bugs are detected

Marketing teams:

• Monitor landing page performance
• Get alerts when conversion drops
• Share successful user journeys

Alert Configuration Examples

Frustration signal alert:

Alert: "High Rage Click Activity"
Trigger: >10 rage click sessions in past hour
Channel: #product-alerts

Error alert:

Alert: "JavaScript Error Spike"
Trigger: >50 error sessions in past hour
Channel: #engineering

Conversion alert:

Alert: "Checkout Drop-Off Increase"
Trigger: Funnel drop-off >10% increase
Channel: #growth

Jira Integration

Overview

The Jira integration links FullStory session replays to Jira issues, providing developers with full context when fixing bugs.

Setup

1. In FullStory, go to Settings > Integrations
2. Select Jira > Connect
3. Enter your Jira site URL
4. Authorize FullStory to access Jira
5. Configure default project and issue types
6. Save and activate

Features

Create Jira issues from FullStory:

• Watch a session replay
• Click "Create Jira Issue"
• Issue is automatically populated with session link and context

Attach sessions to existing issues:

• Search for sessions in FullStory
• Click "Add to Jira Issue"
• Select issue and attach replay

View sessions from Jira:

• Jira issues show linked FullStory sessions
• Click "View in FullStory" to watch replays

Use Cases

Developers:

• Debug issues with full session context
• Reproduce bugs exactly as users experienced them
• Reduce time spent on bug investigation

QA teams:

• Document bugs with visual proof
• Track issue frequency across sessions
• Verify fixes by comparing sessions

Product managers:

• Prioritize bugs based on user impact
• Share user context with engineering teams
• Track resolution of UX issues

Workflow Example

1. User experiences error during checkout
2. FullStory captures session with error
3. Support agent creates Jira issue from FullStory
4. Developer watches session replay to understand error
5. Developer fixes bug with full context
6. QA verifies fix using original session as test case

Segment Integration

Overview

Segment is a customer data platform that centralizes data collection. The Segment integration allows you to deploy FullStory and send events through Segment's unified pipeline.

Setup

Option 1: FullStory as Destination (Segment → FullStory)

1. In Segment dashboard, go to Destinations
2. Search for "FullStory"
3. Click Configure FullStory
4. Enter your FullStory Org ID
5. Enable the destination
6. Map Segment events to FullStory

Option 2: FullStory as Source (FullStory → Segment)

1. In FullStory, go to Settings > Integrations
2. Select Segment > Connect
3. Enter your Segment Write Key
4. Configure which FullStory events to send
5. Save and activate

Features

Unified event tracking:

• Send Segment track() calls to FullStory
• Automatically translate to FS.event()

User identification:

• Segment identify() calls sync to FullStory
• User properties populate in both platforms

Bi-directional data flow:

• Send FullStory events to Segment (and downstream tools)
• Send Segment events to FullStory for correlation

Code Examples

Track event via Segment (sent to FullStory):

analytics.track('Product Added to Cart', {
  product_id: '12345',
  price: 49.99,
  category: 'electronics'
});

Identify user via Segment (syncs to FullStory):

analytics.identify('user_123', {
  email: 'user@example.com',
  plan: 'premium',
  signupDate: '2024-01-15'
});

Benefits

• Single implementation: Install Segment once, activate FullStory as destination
• Easy to swap tools: Enable/disable FullStory without code changes
• Centralized data governance: Manage all tracking through Segment

Google Tag Manager Integration

Overview

Deploy and manage FullStory via Google Tag Manager, allowing marketing teams to control FullStory without developer involvement.

Setup

1. In Google Tag Manager, create a new Custom HTML tag
2. Paste your FullStory tracking code:

<script>
window['_fs_host'] = 'fullstory.com';
window['_fs_script'] = 'edge.fullstory.com/s/fs.js';
window['_fs_org'] = 'YOUR_ORG_ID';
window['_fs_namespace'] = 'FS';
(function(m,n,e,t,l,o,g,y){
    if (e in m) {if(m.console && m.console.log) { m.console.log('FullStory namespace conflict. Please set window["_fs_namespace"].');} return;}
    g=m[e]=function(a,b,s){g.q?g.q.push([a,b,s]):g._api(a,b,s);};g.q=[];
    o=n.createElement(t);o.async=1;o.crossOrigin='anonymous';o.src='https://'+_fs_script;
    y=n.getElementsByTagName(t)[0];y.parentNode.insertBefore(o,y);
    g.identify=function(i,v,s){g(l,{uid:i},s);if(v)g(l,v,s)};g.setUserVars=function(v,s){g(l,v,s)};g.event=function(i,v,s){g('event',{n:i,p:v},s)};
    g.anonymize=function(){g.identify(!!0)};
    g.shutdown=function(){g("rec",!1)};g.restart=function(){g("rec",!0)};
    g.log = function(a,b){g("log",[a,b])};
    g.consent=function(a){g("consent",!arguments.length||a)};
    g.identifyAccount=function(i,v){o='account';v=v||{};v.acctId=i;g(o,v)};
    g.clearUserCookie=function(){};
    g.setVars=function(n, p){g('setVars',[n,p]);};
    g._w={};y='XMLHttpRequest';g._w[y]=m[y];y='fetch';g._w[y]=m[y];
    if(m[y])m[y]=function(){return g._w[y].apply(this,arguments)};
    g._v="1.3.0";
})(window,document,window['_fs_namespace'],'script','user');
</script>

3. Replace YOUR_ORG_ID with your actual FullStory Org ID
4. Set trigger to All Pages
5. Publish the container

Benefits

• No code deployments: Marketing teams can enable/disable FullStory via GTM
• Easy testing: Use GTM Preview mode to test FullStory before publishing
• Version control: Track changes to FullStory configuration in GTM

Triggering Events via GTM

You can also trigger FullStory events using GTM:

<script>
window.FS && window.FS.event('CTA Button Clicked', {
  location: '{{Page Path}}',
  button_text: '{{Click Text}}'
});
</script>

Data Warehouse Integrations

Overview

Export FullStory data to your data warehouse (Snowflake, BigQuery, Redshift) for custom analysis and reporting.

Supported Warehouses

• Snowflake
• Google BigQuery
• Amazon Redshift
• Databricks

Setup (Snowflake Example)

1. In FullStory, go to Settings > Data Export
2. Select Snowflake
3. Enter connection details:
   • Account name
   • Username
   • Warehouse name
   • Database name
4. Grant FullStory access to your Snowflake account
5. Configure export schedule (hourly, daily, etc.)
6. Save and activate

Exported Data

FullStory exports:

• Session data: Session IDs, timestamps, duration, user info
• Event data: Custom events, pageviews, clicks
• User data: User properties, identities
• Error data: JavaScript errors, network errors

Use Cases

Custom reporting:

• Combine FullStory data with CRM, billing, or product data
• Build custom dashboards in Tableau, Looker, or Mode
• Analyze trends over time

Advanced analytics:

• Run SQL queries on session data
• Calculate custom metrics (e.g., time-to-conversion)
• Perform cohort analysis

Machine learning:

• Train models on user behavior data
• Predict churn or conversion likelihood
• Identify patterns in session data

Example Query

-- Find users who completed checkout in the last 7 days
SELECT
  user_id,
  COUNT(DISTINCT session_id) as sessions,
  COUNT(*) as checkout_events
FROM fullstory_events
WHERE event_name = 'Checkout Completed'
  AND timestamp >= CURRENT_DATE - 7
GROUP BY user_id
ORDER BY checkout_events DESC;

Intercom Integration

Overview

Link FullStory session replays to Intercom conversations, giving support teams full context when chatting with users.

Setup

1. In FullStory, go to Settings > Integrations
2. Select Intercom > Connect
3. Authorize FullStory to access Intercom
4. Configure automatic session linking
5. Save and activate

Features

• Session replays automatically appear in Intercom conversations
• Support agents click "View in FullStory" to watch recent sessions
• See user behavior before, during, and after support interactions

Use Cases

• Understand customer issues during live chat
• Reduce support ticket resolution time
• Identify common UX problems from support trends

Zapier Integration

Overview

Use Zapier to connect FullStory with 5,000+ apps and trigger workflows based on FullStory events.

Setup

1. In Zapier, create a new Zap
2. Choose FullStory as the trigger app
3. Select trigger event (e.g., "New Session with Frustration Signal")
4. Connect your FullStory account
5. Configure trigger conditions
6. Add action steps (e.g., send email, create Trello card)
7. Test and activate Zap

Example Workflows

Alert team on high-value user frustration:

• Trigger: FullStory session with rage clicks + user plan = "enterprise"
• Action: Send email to customer success team

Create task for new bugs:

• Trigger: FullStory session with JavaScript error
• Action: Create Asana task for engineering team

Log conversions to spreadsheet:

• Trigger: FullStory event "Purchase Completed"
• Action: Add row to Google Sheets

HubSpot Integration

Overview

Sync FullStory session data with HubSpot contacts and companies, enriching your CRM with behavioral insights.

Setup

1. In FullStory, go to Settings > Integrations
2. Select HubSpot > Connect
3. Authorize FullStory to access HubSpot
4. Map FullStory user properties to HubSpot contact properties
5. Configure sync settings
6. Save and activate

Features

• View FullStory sessions within HubSpot contact records
• Sync user behavior data to HubSpot properties
• Trigger HubSpot workflows based on FullStory events

Use Cases

• Personalize marketing based on product usage
• Score leads based on engagement signals
• Identify at-risk customers based on frustration signals

Integration Best Practices

Start with Clear Goals

Before integrating, define what you want to achieve:

• Faster support resolution? → Zendesk, Intercom
• Better sales context? → Salesforce, HubSpot
• Team collaboration? → Slack, Microsoft Teams
• Advanced analysis? → Data warehouse

Map User Identities Consistently

Ensure user IDs match across tools:

// Use the same ID in FullStory, Salesforce, Zendesk, etc.
FS.identify(user.email, {
  email: user.email,
  name: user.name,
  plan: user.plan
});

Test Integrations in Staging

Before going live:

• Verify data flows correctly
• Check that session links work
• Confirm user properties sync properly

Monitor Integration Health

Regularly check:

• Are sessions linking correctly?
• Is data syncing on schedule?
• Are alerts firing as expected?

Document Your Setup

Maintain documentation:

• Which integrations are active
• Configuration settings
• User property mappings
• Alert triggers and channels

Next Steps:

• Troubleshooting & Debugging - Solve integration issues
• Setup & Implementation - Deploy FullStory
• Event Tracking - Track custom events

Additional Resources:

• FullStory Integrations Directory
• Salesforce Integration Guide
• Zendesk Integration Guide