Implementing effective user attribution is crucial for understanding how visitors interact with your website. FullStory provides powerful tools to track and analyze user behavior, helping tech teams optimize their digital experiences. This guide walks you through the steps to set up FullStory attribution for your team.

Prerequisites and Preparation

Before starting, ensure you have the following:

  • An active FullStory account
  • Administrative access to your website’s codebase
  • Basic understanding of JavaScript and website tracking

Step 1: Integrate FullStory Script

Embed the FullStory script into your website’s HTML. Typically, this is added just before the

</head> tag in your website's code.

Example script snippet:

<script>window['_fs_debug'] = false; window['_fs_host'] = 'fullstory.com'; window['_fs_org'] = 'YOUR_ORG_ID'; window['_fs_namespace'] = 'FS'; (function(m,n,e,t,l,o,g,y){if(m[\'__fs_initialized\'])return; g=function(c,f){var d=f||{};d['org'] = e;d['name'] = l;d['version'] = '1.0';var a=m[g]=m[g]||[];a.push({event:'init',config:d});};g();})(window,document,'YOUR_ORG_ID','fullstory.com','FS','fullstory','fullstory');</script>

Step 2: Define User Identity

Set user identifiers to enable attribution. Use the identify method provided by FullStory to assign user IDs and attributes.

Example:

<script>FS.identify('USER_ID', {name: 'John Doe', email: '[email protected]'});</script>

Step 3: Track Specific Events

Capture user actions that are relevant for attribution, such as clicks, form submissions, or page views.

Example:

<script>FS.event('Button Clicked', {buttonId: 'subscribe-btn'});</script>

Step 4: Create Custom Attribution Rules

Use FullStory’s data to set up attribution rules in your analytics platform or internal dashboards. Define how user actions translate into conversions or attribution metrics.

Step 5: Verify Implementation

Check that data is being correctly captured:

  • Use the FullStory Dashboard to view real-time user sessions.
  • Verify user IDs and events are correctly recorded.
  • Test different user scenarios to ensure attribution accuracy.

Step 6: Analyze and Optimize

Leverage FullStory’s analytics tools to understand user journeys, identify drop-off points, and optimize your website experience based on attribution data.

Regularly review attribution data to refine your tracking setup and improve overall user engagement.

Conclusion

Setting up FullStory attribution involves integrating the script, defining user identities, tracking key events, and analyzing data. Proper implementation enables your tech team to gain valuable insights into user behavior, leading to better decision-making and enhanced user experiences.