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Amplitude

Definition: Amplitude is a product analytics platform that tracks user behavior events, funnels, retention, and cohorts across web and mobile apps, helping teams understand how people actually use a product and where they drop off.

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Overview

What Amplitude does

Amplitude is a behavioral, or product, analytics tool. Instead of counting pageviews like traditional web analytics, it records the specific actions people take inside a product, such as sign-ups, searches, add-to-cart, and feature clicks, and ties them to individual users and cohorts. Teams use it to answer questions like which features drive retention, where users abandon a funnel, and what separates power users from one-time visitors.

Key features

Core capabilities include event tracking, funnel and retention analysis, user cohorts and segmentation, dashboards, and experimentation. Amplitude connects to data pipelines and warehouses, so product and marketing teams share the same behavioral data. A free tier makes it accessible for smaller apps, while paid plans add higher event volumes, governance, and advanced permissions.

Why it matters for your product and marketing

Knowing what users click is the difference between guessing and deciding. In app UI/UX design work, behavioral data from a tool like Amplitude shows which flows confuse people and which changes actually improve retention. For analytics and attribution, it links product usage back to acquisition channels, so you can invest in campaigns that bring users who stay, not just users who sign up.

Where we use it

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How our team puts Amplitude to work in real projects.

App UI UX Design

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Analytics Attribution

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FAQ

Amplitude — common questions

Is Amplitude free?

Amplitude offers a free Starter plan with a monthly cap on tracked events, which is enough for early-stage apps. Paid Plus, Growth, and Enterprise plans add higher event volumes, advanced analysis, and governance, with pricing that scales by event volume.

Amplitude vs. Google Analytics: what's the difference?

Google Analytics is primarily web analytics focused on traffic, sessions, and acquisition, while Amplitude is product analytics focused on in-app user behavior, funnels, and retention across web and mobile. Many teams run both: GA for marketing sources, Amplitude for what users do after they arrive.

Do I need Amplitude for a small business site?

Probably not for a simple brochure site, where Google Analytics is enough. Amplitude earns its place when you have a product or app with repeat usage and need to understand retention, feature adoption, and conversion funnels in detail.

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