Amplitude

Amplitude empowers product teams to make data-driven decisions by providing granular visibility into how users actually behave with your product. Rather than making educated guesses about what drives engagement, Amplitude shows you exactly what's happening, enabling you to iterate with confidence and maximise impact.

As a head of growth and founder of two agencies, I’ve spent years using Google Analytics to monitor traffic and user engagement. However, as my focus shifted towards understanding user behaviour and optimising product funnels, I found that Google Analytics didn’t offer the depth I needed. Recently, I began testing Amplitude for my own funnel, specifically looking to track user behaviour and product engagement more effectively. Although I haven’t used Amplitude extensively in the past, I’ve been conducting some desk research and plan to update this review with real-world results as I continue my testing.

Strengths of Amplitude

One of the standout features of Amplitude is its ability to track detailed user interactions. In Google Analytics, you can track page views, sessions, and events, but Amplitude allows you to track specific user actions within your product, like clicks, feature usage, or sign-ups. This level of detail is essential when you’re looking to optimise a B2B funnel, as it enables you to understand how users are interacting with the product and where they drop off in the process. You can also set up advanced segmentation based on user attributes and behaviours, which helps identify high-value cohorts that are most likely to convert.

Another benefit of Amplitude is its funnel analysis and cohort tracking. These features allow me to break down how different groups of users behave across various stages of the funnel, giving me clear insights into areas that need optimisation. Google Analytics, on the other hand, offers more basic funnel tracking, which doesn’t provide the same level of detail. The cohort analysis in Amplitude allows me to track user groups over time and see how their behaviour evolves after different marketing touchpoints, making it a great tool for tracking product adoption and customer retention.

Limitations of Amplitude

The primary downside of Amplitude, at least for now, is its pricing structure. Google Analytics is free and offers a broad set of features that work for many B2B marketers. Amplitude, however, offers a free version, but to access more advanced features like custom events and segmentation, you’ll need to opt for a paid plan, which can get quite costly. As a B2B marketer testing the waters with a new tool, this is something to consider, especially if your business is still growing and doesn’t yet need the full power of Amplitude.

Another limitation is the learning curve. Amplitude’s interface is powerful, but it can feel overwhelming if you’re used to simpler tools like Google Analytics. There’s a lot of functionality packed into the platform, which means it may take some time to set up and start extracting valuable insights. While this is a sign of the tool’s depth and potential, it’s important to factor in the time required for learning and setup before fully integrating it into your workflow.

Ideal fit for B2B marketers

Amplitude is perfect for larger B2B teams focused on understanding detailed user behaviour, tracking advanced funnels, and segmenting users based on specific actions. It’s a powerful tool for teams that need to optimise a product-led growth model or those with complex sales and marketing funnels. If you’re looking to dive deep into user engagement and need advanced cohort analysis and product tracking, Amplitude is a tool worth considering. However, if your needs are more focused on website traffic and general user engagement, Google Analytics will still suffice, and it’s a more cost-effective choice for smaller teams or startups.

Understanding user behaviour is critical for product success, yet most analytics tools provide only surface-level insights. Amplitude's event-based tracking captures the full customer journey, revealing not just what users do but why they do it. The platform's machine learning capabilities predict which users are at risk of leaving, allowing you to intervene before they churn. Cohort analysis enables you to segment users by behaviour, creating targeted experiences that increase engagement. With integrations to virtually every marketing and product tool, you can act on insights immediately, from retargeting campaigns to A/B testing to personalisation at scale.

Amplitude is a cloud-based digital analytics platform for tracking and analysing user behaviour across web and mobile products. It combines product analytics with session replay, heatmaps, experimentation and customer data tooling. It is aimed at product, growth and data teams who want to understand how users move through a product and what drives retention and conversion.

Product, growth and data teams measuring user behaviour, retention and conversion in web and mobile products