FullStory on Vortex IQ

Monitor traffic, conversion and tracking integrity from FullStory, and catch instrumentation breaks before decisions are made on bad data.

Monitor traffic, conversion and tracking integrity from FullStory, and catch instrumentation breaks before decisions are made on bad data.

Connect or manage this source · How connecting works · Create a workflow

36

performance signals

14

automated checks

Build your own

automated fixes

Ready to build yours

workflows

4

API operations

Overview

What you can achieve

Capabilities are grouped around merchant outcomes, not API terminology.

Customer experience

Find storefront, speed, accessibility and journey problems.

Grow revenue

Improve discovery, conversion, campaigns and repeat purchase.

Protect revenue

Find failures, leaks and risks before they cost sales.

Run operations

Monitor orders, fulfilment, delivery and settlement.

Control risk and change

Keep tracking, access and change under governed control.

From connection to verified outcome

The controlled sequence every capability follows. Nothing changes a connected system without the approval step.

1. Connect

   Authorise the source. Scopes are shown before access is granted.

2. Monitor

   Watch the signals against your own baselines, not universal defaults.

3. Detect

   Run checks and gather evidence specific to your store.

4. Recommend

   Explain what happened, why it matters and the proposed action.

5. Approve

   You review scope, risk and reversibility before anything changes.

6. Execute

   Apply through governed connector operations.

7. Verify

   Confirm the intended result and keep the receipt.

No changes are made without the configured approval policy. Read-only operations do not modify the connected system; schedules, access scopes, API usage and data handling remain governed by Vortex IQ controls.

Monitor (36)

Monitor performance

36 performance signals. Open an outcome to see its signals and how each one alerts. Read-only operations do not modify the connected system.

Run operations (12 signals)

Signal	Alert behaviour	What it tracks
Avg Scroll Depth %	Watch only	Description pending editorial review; the signal is live.
Avg Session Duration	Watch only	Description pending editorial review; the signal is live.
Goal Completions	Watch only	Goal Completions from FullStory, grouped under Funnel Analysis. Computes when a live FullStory integration is connected; reconciles ecommerce against
Page Load to First Interaction	Watch only	Description pending editorial review; the signal is live.
Pages per Session	Watch only	Description pending editorial review; the signal is live.
Replay Capture Coverage %	Merchant rule	Description pending editorial review; the signal is live.
Returning Visitor Rate %	Watch only	Description pending editorial review; the signal is live.
Session Capture Broken (replay count collapsed)	Merchant rule	Alerts for Session Capture Broken (replay count collapsed).
Sessions Captured	Watch only	Description pending editorial review; the signal is live.
Sessions by Device Type	Watch only	Sessions by Device Type.
Top Pages	Watch only	Top Pages from FullStory, grouped under Customer Behaviour. Computes when a live FullStory integration is connected; reconciles ecommerce against Full
Top Traffic Sources	Watch only	Top Traffic Sources from FullStory, grouped under Customer Behaviour. Computes when a live FullStory integration is connected; reconciles ecommerce ag

Customer experience (11 signals)

Signal	Alert behaviour	What it tracks
Avg Frustration Score	Merchant rule	FullStory-distinctive composite , the single number for how frustrated visitors are.
Checkout-Path Frustration Spike	Merchant rule	Alerts for Checkout-Path Frustration Spike.
Cursor Thrashing Rate %	Merchant rule	Erratic mouse movement , a confused or lost visitor.
Dead Click Hotspots (by element)	Watch only	Element selectors receiving the most dead clicks , names exactly what to fix.
Dead Click Rate %	Merchant rule	Clicks on elements that do nothing , a non-interactive thing looks clickable.
Error Click Rate %	Merchant rule	Clicks that trigger a console / JS error , direct evidence of a broken interaction.
Frustration Signal Volume Anomaly	Merchant rule	Alerts for Frustration Signal Volume Anomaly.
FullStory UX Health Score	Merchant rule	Composite: low-frustration x replay-capture-healthy x no-dead-click-hotspots x checkout-path-clean.
High-Frustration Sessions (review queue)	Merchant rule	Sessions above the frustration threshold , a prioritised replay-review queue.
Rage Click Rate %	Merchant rule	FullStory-distinctive , % of sessions with a rage-click event. Rising = a UI element is broken or unresponsive.
Worst Frustration Pages	Watch only	Pages ranked by frustration score , names where to focus UX work first.

Protect revenue (7 signals)

Signal	Alert behaviour	What it tracks
Bounce Rate	Alert band 40 / 60	Bounce Rate from FullStory, grouped under Customer Behaviour. Computes when a live FullStory integration is connected; reconciles ecommerce against Fu
Cart Abandonment Rate	Alert band 60 / 75	Cart Abandonment Rate from FullStory, grouped under Funnel Analysis. Computes when a live FullStory integration is connected; reconciles ecommerce aga
Form Abandonment Rate %	Merchant rule	Description pending editorial review; the signal is live.
FullStory Session Outcome vs Ecom Conversion	Merchant rule	Description pending editorial review; the signal is live.
Landing Page Performance vs Frustration	Merchant rule	Landing Page Performance vs Frustration, broken down by row.
Session Frustration vs Cart Abandonment	Merchant rule	Description pending editorial review; the signal is live.
Session Source vs Ecom Revenue Attribution	Merchant rule	Session Source vs Ecom Revenue Attribution, broken down by row.

Grow revenue (6 signals)

Signal	Alert behaviour	What it tracks
Checkout-Path Frustration Events	Merchant rule	Frustration events on cart / checkout pages , direct revenue blockers.
New Users	Watch only	New Users from FullStory, grouped under Traffic Acquisition. Computes when a live FullStory integration is connected; reconciles ecommerce against Ful
Real-Time Users	Watch only	Real-Time Users from FullStory, grouped under Traffic Acquisition. Computes when a live FullStory integration is connected; reconciles ecommerce again
Session Conversion Rate	Alert band 2 / 1	Session Conversion Rate from FullStory, grouped under Funnel Analysis. Computes when a live FullStory integration is connected; reconciles ecommerce a
Sessions	Watch only	Sessions from FullStory, grouped under Traffic Acquisition. Computes when a live FullStory integration is connected; reconciles ecommerce against Full
Users	Watch only	Users from FullStory, grouped under Traffic Acquisition. Computes when a live FullStory integration is connected; reconciles ecommerce against FullSto

Audit (14)

Audit risks and opportunities

A fix status appears only where the action, inputs, approval, verification and recovery controls are mapped. Candidate remediations are never executable. Open a check for the detail.

Key events not configured (purchase event firing but conversions = 0)

Severity critical · Outcome Grow revenue · Fix status Report only

The property has meaningful traffic but reports zero conversions, which almost never means zero sales; it means the tool cannot see the sales that are happening. Every conversion-based report and any ad spend optimised against this tool’s conversion signal is blind until this is fixed.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: ANALYTICS-TRACK-003

API Credentials Invalid

Severity high · Outcome Control risk and change · Fix status Report only

With invalid credentials the tool has stopped collecting entirely; every metric that depends on it is silently stale.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: FS06

Attribution divergence with ecommerce platform > 25% over 30d

Severity high · Outcome Protect revenue · Fix status Report only

Analytics showing conversions while the store records zero orders (or the reverse) means one of the two systems is wrong; every decision made on the divergent numbers is at risk.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: ANALYTICS-ATTR-001

Cart abandonment rate above 75%

Severity high · Outcome Protect revenue · Fix status Report only

Three out of four shoppers who add something to their cart leave without buying it. These are the closest prospects the store has, people who already decided they wanted a specific product, so this is lost revenue that was nearly captured, not cold traffic that never showed interest.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: ANALYTICS-CART-001

Checkout-Path Frustration

Severity high · Outcome Grow revenue · Fix status Report only

Frustration signals on the checkout path are as close to watching lost sales happen as analytics gets; each cluster is a prioritised fix.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: FS05

Session Capture Collapsed

Severity high · Outcome Control risk and change · Fix status Report only

A sharp drop in captured events or sessions usually means a tracking break after a site change, not a real traffic collapse; decisions made on the partial data will be wrong.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: FS01

Session conversion rate below 1%

Severity high · Outcome Grow revenue · Fix status Report only

Fewer than 1 in 100 sessions convert. At this rate the store needs a large multiple of today’s traffic just to hold revenue flat, so the most efficient lever right now is fixing conversion, not buying more visitors who will convert at the same low rate.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: ANALYTICS-TRACK-002

Average engagement time below 30 seconds

Severity medium · Outcome Grow revenue · Fix status Report only

Under 30 seconds of engaged time is barely enough to read a headline, let alone consider a product. Visitors this disengaged are unlikely to convert on this visit or return for another, so traffic that looks healthy in a session count is not translating into attention.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: ANALYTICS-ENGAGE-001

Avg Frustration Score Above Baseline

Severity medium · Outcome Customer experience · Fix status Report only

A rising average frustration score means the experience is degrading in aggregate even if no single page stands out yet.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: FS07, FS08

Bounce rate above 70% over 30d

Severity medium · Outcome Protect revenue · Fix status Report only

Seven in ten visitors are leaving after one page. Whatever is bringing them, an ad, a search result, a link, is not being matched by what they find when they arrive, and every one of those visits was still a cost (ad spend, content effort, SEO ranking) that produced no second page view.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: ANALYTICS-TRACK-001

Dead-Click Concentration

Severity medium · Outcome Grow revenue · Fix status Report only

Dead clicks concentrated on specific elements mean shoppers believe something is clickable and it is not; each cluster is a small usability fix with real conversion upside.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: FS03

Error-Click Rate Elevated

Severity medium · Outcome Customer experience · Fix status Report only

Error clicks mean interface actions are visibly failing for real users; each one is a defect with a session recording attached.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: FS04

Rage-Click Rate Spike

Severity medium · Outcome Customer experience · Fix status Report only

Rage clicks mark moments of user fury at an unresponsive interface; they cluster on the exact elements worth fixing first.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: FS02

Sessions Without Frustration Signals

Severity low · Outcome Customer experience · Fix status Report only

Sessions with no frustration signals at all can indicate instrumentation gaps rather than universal delight; worth confirming the capture is complete.

Vortex IQ detects and explains this; resolution is manual, with evidence and recommended steps.

Reference: FS09

Build your own automated fixes

Turn any finding into an automated fix with a Vortex IQ workflow: over 13,000 read and write operations across more than 200 connectors are available as building blocks, with approval, verification and rollback on every change.

Automate

Automate approved work

Vortex IQ is integrated with 3 read and 1 write operations across eventaggregates, segmentexports, sessions, userindividuals on FullStory. Combine them with anything from the over 13,000 operations across more than 200 connectors to automate the work in your own words.

Changes follow your configured approval policy: the target, proposed change, affected records, risk, reversibility and verification plan are shown before execution.

Create a workflow

Ready to build your first FullStory workflow

Pick a trigger, add the operations above as steps, and every step that changes data pauses for your approval. Monitoring and audits are live now and can start any workflow you build.

Browse the operations you can build with

Resource	Read operations	Write operations
eventaggregates	1	0
segmentexports	0	1
sessions	1	0
userindividuals	1	0

Signed-in users see the full catalogue in the workflow builder, filtered to the sources they have connected.