Funds for Customer Experience Tracker FullStory

Atlanta, Georgia-based software company FullStory has raised $32m series C funding, which it will use to further develop its analytics suite for digital customer experiences.

FullStory was founded in 2014 by former Google engineers, and captures clicks, mouse movements and other data such as failed clicks and scripts, to give clients usability insights for their web sites, ecommerce stores and apps. This includes 'dead clicks' (where users click but nothing happens in response); 'rage clicks' (multiple rapid clicks on an element) and 'thrashing mice' (when the mouse pointer is whipped angrily back and forth). Sessions can be replayed for the client to watch, and users can be identified with a profile card with name, email address, location, session history, screen resolution and other information.

CEO and cofounder Scott Voigt (pictured) comments: 'Top-down tools simply weren't built to provide the insights companies need to surface - and solve - problems in the increasingly complicated realm of customer experience. FullStory aims to tell you when, where, and why you are losing... revenue and operationalizes concern for the digital customer experience across organizations in a secure, scalable, and privacy-compliant way'.

The round was led by growth equity firm Stripes, with participation from Dell Technologies Capital, GV (formerly Google Ventures), Kleiner Perkins and Salesforce Ventures; and brings the firm's total raised to date to $57m. Stripes partner Ron Shah will join FullStory's Board of Directors with Dell Technologies Capital partner Creighton Hicks, who will serve as an observer. Shah comments: 'We believe FullStory has the attributes of a company poised to succeed in their market as innovative executives across the world realize that digital experience is a critical-path to revenue, and increasingly the primary way in which they engage with their customers in the modern economy'.

FullStory employs around 175 people - up fourfold in two years - and says it plans to move to a new headquarters later this year. The firm is online at www.fullstory.com .