Dead Click Hotspots (by element), FullStory

Dead Click Hotspots (by element) for FullStory stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it.

Metrics type: Supporting Metrics • Category: Frustration Signals

At a glance

Dead Click Hotspots (by element) is a frustration-signal table tracked from FullStory data. Where the Dead Click Rate card tells you how widespread the problem is, this card tells you exactly what to fix. It lists the specific page elements, by selector or label, that are absorbing the most dead clicks. That makes the remediation list concrete: each row is an element a visitor expected to do something and it did not.

What it counts	The page elements receiving the most dead clicks in the period, ranked, with the dead-click count per element as captured by FullStory.
Sample type	Backend API data from FullStory, refreshed on the standard data refresh.
Why it matters	It converts a rate into an action list. Each hotspot names a specific element to either make interactive or stop styling as clickable, removing a concrete source of wasted visitor intent.
Reading the value	Read top down. The first few rows usually account for most of the volume; fix those and the overall dead-click rate falls.
Currency	count
Time window	30D
Alert trigger	-
Sentiment key	fs_dead_click_hotspots
Roles	owner, marketing

Calculation

Calculated automatically from your FullStory data. FullStory attributes each dead-click event to the element that received the click; Vortex IQ aggregates those events by element and ranks them by count for the period. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

Worked example

A representative reading of Dead Click Hotspots (by element) for a typical merchant on FullStory. The top row might be the product-page size chart label with 1,400 dead clicks, the second the “free shipping” banner with 900, and the third a non-linked footer heading with 600. The size chart is the clear priority: visitors are tapping it expecting a popup. Wiring up that one interaction removes the single largest source of dead clicks on the site. For deeper investigation, use Vortex Mind to see which templates the hotspots share; for natural-language exploration, ask Ask Viq to summarise the top offenders.

Sibling cards merchants should reference together

Card	Why merchants reach for it
fs_dead_click_rate	The headline rate this table breaks down by element.
fs_rage_click_rate	Frustration sibling: repeated clicks on an unresponsive element.
fs_worst_frustration_pages	Pages ranked by frustration, complementing this element view.
fs_frustration_score	The composite frustration number these hotspots feed into.

Reconciling against the vendor’s own dashboard

Where to look in FullStory’s own dashboard:

FullStory surfaces element-level frustration through its click maps and frustration-signal reporting. Confirm period boundaries and the page or segment scope match the Vortex IQ profile to reconcile cleanly.

Why the Vortex IQ value may legitimately differ:

Reason	Direction	What to do
Period boundary. Vortex IQ uses 30-day rolling by default; FullStory dashboards may use calendar periods.	Variable	Match the period range.
Element grouping. Selectors can resolve differently if the DOM changed mid-period after a deploy.	Variable	Check for releases inside the window.
Segment scope. A FullStory segment may narrow the pages included relative to the Vortex IQ profile.	Variable	Match segment and filter settings.

Cross-connector reconciliation: complement with the dead-click rate and worst-frustration-pages cards for the full picture. For divergence investigations, use Vortex Mind.

Known limitations / merchant FAQs

Q: How often does Dead Click Hotspots (by element) update? The card refreshes on the standard data refresh (typically every 30-60 minutes for live integrations). For real-time signals, force a manual refresh from the dashboard.

Q: Why do selectors sometimes look cryptic? Hotspots are attributed using the element’s selector or captured label. If your theme uses generated class names, the row may read as a selector rather than a friendly label; open a replay to confirm the element.

Q: Why does my FullStory dashboard show a different number? The most common reasons are period-boundary differences, DOM changes from a deploy mid-period, and segment scope. Match these settings before assuming a real divergence.

Q: Can I customise the alert threshold? This is a ranked table rather than a single threshold metric, but the underlying dead-click alert threshold is configurable per profile in the Alert Rules tab.

---

Tracked live in Vortex IQ Nerve Centre

Dead Click Hotspots (by element) is one of hundreds of KPI pulses Vortex IQ tracks across FullStory and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English.

Start for free or book a demo to see this metric running on your own data.