If you’re here, you probably already use Salesforce and are curious if connecting it with FullStory will actually make your sales team’s life easier—or just create more dashboards no one uses. This guide is for sales ops, admins, and sales leaders who want practical ways to tie user behavior data into their sales process, without getting lost in technical weeds.
Let’s break down what’s possible, what’s worth your time, and how to set it all up so your sales team actually benefits.
Why bother integrating FullStory with Salesforce?
FullStory is a digital experience analytics tool—it tracks how people interact with your website or app, recording sessions, clicks, errors, and more. Salesforce is, well, Salesforce: the sales CRM everyone either loves or tolerates.
Integrating the two means your sales team can:
- See what leads and customers actually do, not just what they say. You can watch session replays, spot where people get stuck, or see if a lead poked around your pricing page for 20 minutes before filling out a form.
- Spot opportunities and red flags. A prospect rage-clicks the checkout button? Maybe they hit a bug. If you know that, you can reach out with actual context instead of a canned “just checking in!” email.
- Save time digging for info. No more pestering engineering for logs or asking marketing for screenshots. The data’s right there in Salesforce, linked to the contact or opportunity.
Does this mean you’ll close 50% more deals overnight? No. But it does mean your sales team can have more informed, relevant conversations—if you set it up right.
Step 1: Figure out what you actually want to achieve
Before you start pasting in API keys, be clear on your real goal. If you just “connect the tools,” you’ll end up with more noise and little value.
Ask yourself: - What parts of the sales workflow are slow or frustrating right now? - Where do reps lack context or visibility into lead behavior? - What do you want reps to do with session data—watch replays, see form errors, identify high-value signals?
Common use cases worth your time: - Giving sales easy access to recent user sessions for specific leads/opps. - Flagging when a prospect triggers key events (e.g., views pricing, abandons signup). - Surfacing technical errors or blockers a lead hit before going dark.
Skip the “all data everywhere” approach. Focus on a handful of high-impact signals.
Step 2: Set up FullStory to track key sales behaviors
If you haven’t already, make sure FullStory is capturing the behaviors that matter for sales. Out of the box, FullStory tracks a ton, but you’ll want to customize it:
- Identify users: Make sure your site or app pushes user IDs and emails into FullStory when someone logs in or submits a lead form. This is what lets you connect sessions to Salesforce records.
- Custom events: Define events for things like viewed pricing, started checkout, submitted a demo request, or hit an error. Don’t go wild—pick a few that really matter.
- Rage clicks and dead clicks: These are gold for finding points of friction. Make sure FullStory is set up to capture them.
Pro tip: If you’re not technical, work with your devs to get the right events and identifiers sent to FullStory. You’ll save yourself hours of pain later.
Step 3: Decide how you want data to flow
There are three main ways to connect FullStory and Salesforce. Each has pros, cons, and effort involved. Be honest about what your team can maintain.
1. Use the official FullStory for Salesforce AppExchange integration
- Good: Easiest to set up, no code required.
- Bad: Limited to session replay links on leads/contacts; can’t push custom event data or create Salesforce triggers.
- Best for: Teams that mostly want to watch user sessions from Salesforce, not automate around specific behaviors.
2. Use Zapier or another third-party automation tool
- Good: Lets you push custom events or alerts into Salesforce, e.g., create a task if someone visits the pricing page 3+ times.
- Bad: Can get pricey as usage scales; sometimes unreliable or delayed.
- Best for: Teams that want to automate alerts or enrich records but don’t have dev resources.
3. Build a custom integration using FullStory and Salesforce APIs
- Good: Total flexibility—you can sync any event, enrich any object, trigger workflows.
- Bad: Requires developer time, ongoing maintenance, and handling API limits/auth.
- Best for: Larger orgs with engineering resources and specific workflow needs.
Bottom line: For most teams, start with the AppExchange integration. If you outgrow it, then invest in automation or custom dev work.
Step 4: Set up the AppExchange integration (the fast way)
Here’s how to get the basics working using the official FullStory for Salesforce package:
- Install the AppExchange package
- Search for “FullStory for Salesforce” on AppExchange.
- Click “Get It Now” and follow the prompts (you’ll need admin access).
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Approve permissions—it’ll add a custom field and Lightning component.
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Configure FullStory to identify users
- In your FullStory settings, make sure you send user emails or IDs with session data.
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This is usually done in your site’s code. Double-check with your devs.
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Connect FullStory to Salesforce
- In Salesforce, go to the FullStory app/config panel.
- Enter your FullStory API key (find it in FullStory under Settings > API Keys).
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Map the Salesforce fields (Lead/Contact email or ID) to the values FullStory receives.
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Add the FullStory component to your Lead/Contact/Opp pages
- In Salesforce Lightning App Builder, drag the FullStory component onto the desired record page.
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Publish your changes.
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Test it
- Find a test lead/contact in Salesforce.
- If they’ve used your site/app and FullStory has sessions for them, you’ll see a list of recent sessions right in Salesforce—click to view replays.
What works: This setup is dead simple and low-maintenance. Reps get direct access to user session replays from the CRM.
What doesn’t: You can’t trigger Salesforce workflows based on FullStory events, and you can’t see custom event data without clicking into the session.
Step 5: Automate alerts or enrich records (optional, but powerful)
If you want to go further—say, automatically create a Salesforce task if a lead hits a bug or spends 10 minutes on pricing—here’s how:
Using Zapier (No code)
- Create a Zap that listens for FullStory events
- Choose FullStory as the trigger app, and select the event you care about (e.g., “Rage Click” or a custom event).
- Set up the action in Salesforce
- Choose an action: Create Task, Update Record, Add Note, etc.
- Map the user email or ID from FullStory to the Salesforce record.
- Test and turn on your Zap
Caveats: - Zapier can be slow or miss events during heavy traffic. - Mapping users between FullStory and Salesforce requires clean, matching identifiers (emails are best). - Zapier pricing jumps fast as usage grows.
Building your own integration (for tech teams)
- Use FullStory’s webhooks or API to pull relevant events.
- Use the Salesforce REST API to update or create records.
- Host your integration somewhere (Heroku, AWS Lambda, etc.).
- Make sure you handle errors, retries, and API rate limits.
Is this worth it? Only if you have very clear, high-impact workflows to automate. Otherwise, you’ll spend more time maintaining the integration than you’ll save.
Step 6: Train your sales team (and don’t overcomplicate it)
No integration works if sales doesn’t use it. Spend an hour showing reps how to:
- Find and watch user sessions directly from Salesforce.
- Spot common friction points—rage clicks, repeated errors, abandoned flows.
- Use the context to have better, more relevant conversations (not just creep on prospects for fun).
Set clear expectations: this is a tool to help, not a way to micro-manage every web visit.
Pro tip: Pick one or two key signals (e.g., repeated checkout errors) and show how to use them in outreach. Don’t overwhelm the team with every possible data point.
What to skip (unless you love busywork)
- Funnel reports in two places: Don’t try to rebuild all analytics dashboards in Salesforce. Use FullStory for deep dive session analysis; use Salesforce for CRM and sales activities.
- Syncing every FullStory event: Only push over what’s actionable for sales. More data = more noise.
- Manual exports: If you’re downloading CSVs to upload into Salesforce, something’s wrong. Automate or skip it.
Wrapping up: Keep it simple, and iterate
Integrating FullStory with Salesforce is only worth it if it saves your sales team time or gives them real insight. Start small: just getting session replays linked to leads is a huge win for most teams. Only add automation or custom integrations when you have a clear, specific workflow that justifies the effort.
Don’t worry about making it “perfect” up front. Get the basics working, see how sales uses it, and improve from there. Remember: the best workflow is the one your team actually uses.