Let’s unwrap behavioral data’s journey to becoming the new gold.

Last year, our customers didn’t just gather data—they acted on it. They used Fullstory to watch, analyze, and optimize digital experiences for millions of people across the globe.

We kicked off the year with a webinar featuring Papa John’s, Google Cloud, and Wizeline, where industry leaders explored how first-party behavioral data fuels smarter decisions and unforgettable digital experiences.

Jason Wolf joined as President of Fullstory, bringing decades of enterprise know-how to help businesses like yours transform customer experiences through behavioral data.

In April, we rebranded—not just with a new look but also with a fresh perspective on data. With semantically structured, AI-ready behavioral data, you can bring color to every click.

What does a great digital experience really look like? We analyzed 11.2 billion web sessions across 2,700+ organizations to find out. The Behavioral Data Index revealed how businesses can spot—and fix—costly experience killers.

Data is only powerful when it’s accessible. That’s why we launched Data Direct—so you can send clean, structured behavioral data straight to your warehouse. With behavioral data where you need it, when you need it, you can turn signals into strategy without skipping a beat.

In an episode of Cloud N Clear, our CEO Scott Voigt explored how businesses can rethink data collection by capturing everything, not just what they expect to matter. With the right data, every customer interaction becomes a chance to uncover hidden opportunities, solve problems faster, and create experiences that connect. 

What’s one tiny fix worth? Millions. With behavioral data, Chipotle uncovered and eliminated friction in their online ordering process—reclaiming 71.5% of lost revenue. Every click tells a story, and Chipotle proved that the right insights can turn frustration into delight.

During the summer, the spotlight was on how AI-ready behavioral data changes the game. By training AI models on clean, comprehensive data, you can predict customer needs, reduce friction, and build smarter digital experiences.

In August, the Fullstory team gathered from near and far in Atlanta to celebrate wins, share big ideas, and—of course—have a little fun. Because even the best data needs real human connection behind it.

Behind every great product is a bold vision. With decades of experience driving enterprise innovation, Claire Fang stepped in as Fullstory’s Chief Product and Technology Officer.

Personalization at scale? Order up. Pizza Hut used behavioral data to adapt to customers’ unique digital needs across the globe while keeping its brand identity intact. The result? A 6.5% increase in transactions and a lot of happy, loyal customers.

Frictionless experiences never go out of style. Boohoo used behavioral data to stay ahead of shifting trends and rising customer expectations. With deep insights, intuitive analytics, and seamless data integration, they’ve built a data-driven culture where every click counts.

The Fullstory team wanted to give you everything you need to get started with and maximize the value of behavioral data, so we launched two resource hubs designed to do just that. From building a strong business case to driving real impact, these hubs helped you turn potential into performance.

Why settle for some data when you could have it all? In October, the debate between manual instrumentation and autocapture was officially put to rest. With Fullstory’s server-side Fullcapture, you capture all the insights you need without slowing down your site or missing a moment.

On Nasdaq, Scott Voigt shared how businesses can move beyond surface metrics to uncover what their customers truly need. When you understand the why behind every interaction, you can create experiences that connect and keep customers coming back.

Integrating Data Direct with Snowflake, ServiceTitan seamlessly aggregated and analyzed user data across its complex platform. With tools like Session Replay and funnel analysis, they quickly identified user issues and streamlined customer support—turning data into action while saving 100+ hours along the way.

Good websites work. Great websites win. In November, we launched our Website Experience Scorecard, which measures speed, security, utility, and more. It delivers instant insights that help you fix what’s broken, boost what’s working, and stay ahead—no guesswork required.

More sessions. More stories. During the year’s biggest shopping week, businesses used Fullstory to capture millions of customer interactions.