Smartlook vs FullStory
Smartlook is a European alternative to FullStory: same web analytics use case, headquartered in Czech Republic and governed by EU GDPR, while FullStory is based in the United States.
By the EU Alternatives team Last updated
Product analytics platform combining session recordings, heatmaps, funnels, and event tracking for websites and mobile apps. Trusted by 2800+ organizations.
- Jurisdiction
- EU / EEA
- Primary privacy law
- EU GDPR
- US CLOUD Act exposure
- No
- Open source
- No
- Free tier
- No
Autocapture is the real hook: everything gets recorded up front, so you can ask a question about last month's checkout flow without having tagged the events first. A free plan covers 30,000 sessions a month and paid tiers are quote-only, with no published rates. Fullstory, Inc. is a Delaware corporation, though customers can pick an EU data centre at signup.
- Jurisdiction
- United States
- GDPR by default
- Requires DPA + TIA
- US CLOUD Act exposure
- Yes
Smartlook vs FullStory at a glance
| Smartlook | FullStory | |
|---|---|---|
| Headquarters | Czech Republic | United States |
| Data jurisdiction | EU / EEA | United States |
| Primary privacy law | EU GDPR | Requires DPA + transfer assessment |
| US CLOUD Act exposure | No | Yes |
| Best for | Teams that need web analytics built for European data-protection requirements | Teams already invested in the FullStory ecosystem |
Choose Smartlook if…
- You want a provider governed by a European privacy regime
- GDPR or public-sector data-protection requirements apply to you
- You'd rather back the European tech ecosystem
Stick with FullStory if…
- You depend on integrations only available in the FullStory ecosystem
- Your organisation has no EU data-residency constraints
- Migration costs outweigh the jurisdiction benefits for now
Why choose Smartlook over FullStory?
The decisive argument is data jurisdiction. FullStory is headquartered in the United States, which means personal data processed through it can be subject to non-EU legal regimes: the US CLOUD Act, FISA 702, or similar laws depending on the provider. After the 2020 Schrems II ruling, EU organisations must carry out a transfer impact assessment for every such data flow.
Smartlook removes that overhead. As a Czech Republic-based provider, it operates under EU GDPR, and data stays inside the EU/EEA by default. For regulated sectors such as health, public administration, and finance, that's not a nice-to-have but a requirement. For everyone else, it's concentration-risk insurance: you avoid depending on a single jurisdiction that can change the rules without warning.