diff --git a/test/cpp/microbenchmarks/bm_fullstack.cc b/test/cpp/microbenchmarks/bm_fullstack.cc
index c5ace53ff9b..32fd5351659 100644
--- a/test/cpp/microbenchmarks/bm_fullstack.cc
+++ b/test/cpp/microbenchmarks/bm_fullstack.cc
@@ -54,6 +54,7 @@ extern "C" {
 #include "src/core/lib/surface/channel.h"
 #include "src/core/lib/surface/completion_queue.h"
 #include "src/core/lib/surface/server.h"
+#include "test/core/util/memory_counters.h"
 #include "test/core/util/passthru_endpoint.h"
 #include "test/core/util/port.h"
 }
@@ -67,6 +68,7 @@ namespace testing {
 static class InitializeStuff {
  public:
   InitializeStuff() {
+    grpc_memory_counters_init();
     init_lib_.init();
     rq_ = grpc_resource_quota_create("bm");
   }
@@ -104,11 +106,15 @@ class BaseFixture {
     std::ostringstream out;
     this->AddToLabel(out, s);
 #ifdef GPR_MU_COUNTERS
-    out << " locks/iteration:"
-        << ((double)(gpr_atm_no_barrier_load(&grpc_mu_locks) -
-                     mu_locks_at_start_) /
-            (double)s.iterations());
+    out << " locks/iter:" << ((double)(gpr_atm_no_barrier_load(&grpc_mu_locks) -
+                                       mu_locks_at_start_) /
+                              (double)s.iterations());
 #endif
+    grpc_memory_counters counters_at_end = grpc_memory_counters_snapshot();
+    out << " allocs/iter:"
+        << ((double)(counters_at_end.total_allocs_absolute -
+                     counters_at_start_.total_allocs_absolute) /
+            (double)s.iterations());
     auto label = out.str();
     if (label.length() && label[0] == ' ') {
       label = label.substr(1);
@@ -122,6 +128,7 @@ class BaseFixture {
 #ifdef GPR_MU_COUNTERS
   const size_t mu_locks_at_start_ = gpr_atm_no_barrier_load(&grpc_mu_locks);
 #endif
+  grpc_memory_counters counters_at_start_ = grpc_memory_counters_snapshot();
 };
 
 class FullstackFixture : public BaseFixture {
@@ -272,7 +279,7 @@ class InProcessCHTTP2 : public EndpointPairFixture {
       : EndpointPairFixture(service, MakeEndpoints()) {}
 
   void AddToLabel(std::ostream& out, benchmark::State& state) {
-    out << " writes/iteration:"
+    out << " writes/iter:"
         << ((double)stats_.num_writes / (double)state.iterations());
   }