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SEOSEOPaid AcquisitionPaid acquisitionProgrammaticWebsite MonetizationProgrammaticApp UAApp MonetizationWebsite monetizationKeyword ResearchSearch IntentApp acquisitionROASCPAApp monetizationCPCLTVAffiliateeCPMRPMRetail MediaAttributionConversion TrackingCreative IntelMMPHeader BiddingDSPSSPRTBAd ViewabilityFill RateASOSKAdNetworkARPDAURewarded VideoAd MediationAffiliateCreative TestingA/B TestingRetargetingLookalike AudiencesCampaign OptimizationBrand SafetySupply Path

Attribution & Analytics

Amplitude

Freemium

Amplitude Analytics is a digital analytics platform for understanding behavior across product and web journeys. It provides funnel and retention analysis, event segmentation, journey views, user sessions, and connections to experimentation and session replay, helping teams link behavior patterns to conversion and loyalty. It is best suited to product-led organizations that need a shared analytical workspace for product managers, growth teams, designers, and data practitioners.

Analyticsproduct analyticsjourney analysisretentionevent segmentation

What it does

Amplitude is a digital analytics platform centered on event-based behavioral analysis, positioned for organizations that want product data to drive decisions across functions. Core reports cover funnels, retention, segmentation, and journeys, with behavioral cohorts usable in every analysis and syncable to marketing tools for activation. Its data governance layer manages event taxonomy, schema enforcement, and identity resolution, which matters at organizational scale. Beyond analytics, the platform bundles experimentation for A/B testing, session replay, and feature flagging, consolidating tools that product teams otherwise buy separately. Warehouse-native options read from existing data infrastructure. A free starter tier exists, with paid plans priced on event volume and add-on products.

Where it fits

Amplitude operates at the analytics layer of the product growth stack, often as the system of record that experimentation and marketing activation read from.

Core features

  • Funnel, retention, and journey analysis
  • Behavioral cohorts with marketing tool sync
  • Data governance with schema and taxonomy management
  • Built-in experimentation and feature flags
  • Session replay integrated with analytics

Best for

  • Product-led organizations standardizing on one analytics workspace
  • Teams that want experimentation tied directly to behavioral data
  • Companies with governance needs across many event sources

Beginner notes

  1. Invest in the tracking plan and naming conventions up front, because Amplitude's value compounds with clean taxonomy and erodes quickly without it.
  2. Start with the analytics core before adopting experiment and replay add-ons, so the event foundation is trustworthy first.
  3. When evaluating against Mixpanel, weight governance and enterprise workflow needs, as the analytical primitives overlap heavily.
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