Attribution & Analytics

FullStory

Freemium

Fullstory is a digital experience and behavioral data platform for understanding how users interact with websites and mobile applications. It combines high-fidelity session replay, automated event capture, product analytics, funnels, journeys, heatmaps, sentiment and friction signals, mobile analytics, and AI-assisted investigation so teams can connect quantitative changes with the underlying experience. It fits product, engineering, design, support, and conversion teams that need detailed behavioral context for diagnosing bugs, prioritizing usability work, and improving adoption, retention, or revenue.

Analyticsdigital experiencesession replayproduct analyticsbehavioral data

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More tools: Attribution & Analytics

Freemium

GTM Server-side

Google Tag Manager server-side is Google's server container option for moving part of tag execution and data processing away from the browser. It keeps GTM's familiar tags, triggers, and variables while giving teams more control over requests, privacy handling, data quality, and client-side performance. It is best suited to technically capable marketing and analytics teams that can operate a tagging server and validate their measurement setup.

Attribution & Analytics

Free

Microsoft UET

Microsoft Universal Event Tracking is Microsoft Advertising's website tag for collecting visitor actions and connecting them to advertising activity. A shared UET implementation can support conversion goals, remarketing audiences, automated bidding signals, event-based optimization, and selected integrations such as Microsoft Clarity, with configuration and consent managed by the advertiser. It is essential for organizations running Microsoft Ads campaigns to websites and is commonly paired with server-side or enhanced conversion options when browser tracking alone cannot provide sufficient signal coverage.

Attribution & Analytics

Free

Microsoft Clarity

Microsoft Clarity is a free behavior analytics product from Microsoft for websites and supported mobile apps. It combines session recordings, click and scroll heatmaps, journey highlights, and AI-assisted summaries so teams can see where visitors hesitate, abandon tasks, or encounter friction. It is a practical starting point for marketers, product teams, and site owners who need qualitative evidence alongside conventional traffic and conversion reports.

Attribution & Analytics