Amplitude

Drive product growth with self-service analytics

Freemium

About Amplitude

Amplitude is the leading product analytics platform, used by companies like Atlassian, PayPal, and Dropbox to understand user behavior at scale. Unlike Google Analytics (focused on marketing metrics), Amplitude specializes in product analytics—tracking how users interact with your product, where they drop off, and what drives retention. Key features include behavioral cohorts (group users by actions, not just demographics), funnel analysis with conversion breakdowns, retention curves showing when users churn, and path analysis revealing actual user journeys. The free Starter plan is genuinely generous: up to 10M events/month, unlimited users, and most core features—enough for many startups. Growth ($49/mo) adds advanced behavioral analytics and data governance. Plus pricing is custom for enterprises needing SSO, advanced security, and dedicated support. Amplitude excels at answering product questions: 'Which features correlate with retention?' or 'Where do users drop off in onboarding?' The learning curve is real—expect a few hours to master the query builder—but the insights justify the investment for product-led companies.

Key Features

Event-based user tracking with automatic capture

Funnel analysis with conversion and drop-off metrics

Retention analysis showing cohort behavior over time

Behavioral cohorts grouping users by actions

Path analysis revealing actual user journeys

A/B test analysis with statistical significance

Revenue analytics for subscription businesses

SQL-like query builder for custom analysis

Real-time dashboards and scheduled reports

Pros & Cons

Pros

• Generous free tier (10M events/month) covers most startups
• Deep behavioral analytics beyond simple page views
• Cohort analysis is best-in-class
• Self-serve queries without needing data team
• Strong integrations with product and data tools
• Active community and extensive documentation

Cons

• Significant learning curve for non-technical users
• Interface can feel overwhelming initially
• Enterprise pricing not transparent (custom quotes)
• Event tracking requires developer implementation
• Some advanced features only in paid tiers
• Can be overkill for simple websites

Best For

Product teams optimizing user experience and conversion SaaS companies tracking feature adoption and churn Growth teams running experiments and A/B tests Mobile app developers understanding user journeys Data-driven startups needing self-serve analytics