Amplitude

Amplitude is one of the most widely deployed product analytics platforms in the world. It captures behavioural data across web, mobile, and backend systems, builds it into cohorts and funnels, and feeds the rest of your stack with audiences and experiments. The platform powers product, growth, and marketing teams at companies like Atlassian, NBCUniversal, and Square.

What Amplitude Does

Amplitude is organised into a set of products that all share the same event stream and user identity layer. That shared foundation is the reason audiences defined in analytics can drive experiments, lifecycle messaging, and reverse ETL without re-instrumentation.

• Product Analytics. Funnel, retention, segmentation, and journey analysis on every event your users fire. The core of the platform and the system most teams adopt first.
• Web Analytics. A web-focused view layered on the same event data, so marketing and product see the same numbers instead of arguing about GA versus Amplitude.
• Session Replay and Heatmaps. Watch real sessions tied to specific cohorts. Pair a drop-off in a funnel with the replays of users who dropped, without leaving the tool.
• Experiment. Feature flags, A/B tests, and web experimentation with a built-in stats engine and exposure tracking. Replaces standalone tools like Optimizely or LaunchDarkly for many teams.
• Audiences. Cohorts synced out to ads, lifecycle, CRM, and support tools. The reverse-ETL layer most teams pay extra for elsewhere.
• Data (formerly Iteratively). Tracking plan governance and event validation in code, so the instrumentation stays clean as the product evolves.
• Guides and Surveys. In-app messages, NPS, and feedback collection triggered by the same cohorts you already use for analytics and experiments.

Amplitude's AI

Amplitude has shipped AI agents that watch the event stream, flag anomalies, generate cohort and funnel suggestions, and answer natural-language questions about user behaviour. The platform also exposes an MCP server, so Claude or Cursor can query Amplitude insights inside the same workflow your team already uses. The practical effect: fewer ad-hoc analyst requests and faster answers to questions like why activation slipped last week or which cohort drove a revenue spike.

Automations We Build with Amplitude

Amplitude rewards teams that connect it to the rest of the stack. Instrumented in isolation, it produces dashboards no one acts on. Wired into CRM, lifecycle, ads, and support, it becomes the behavioural signal that drives every customer-facing system. The plays we build for clients land in this gap.

• PQL pipelines. High-intent product signals get pushed from Amplitude to Salesforce or HubSpot as account-level fields and tasks, so AEs see usage, multi-seat invites, and feature adoption next to the deal record.
• Lifecycle triggers. Behavioural cohorts (stalled in onboarding, hit the paywall twice, invited a teammate) sync to Customer.io or Iterable and fire messaging in minutes, not the next batch window.
• Churn risk routing. Drops in usage frequency or session depth route at-risk accounts to CS in Slack and Zendesk with the full behavioural context attached.
• Experiment governance. We connect Amplitude Experiment to the release process and ship a clean tracking plan, exposure events, and a Slack digest that surfaces results without anyone opening the tool.
• Paid-media audiences. Cohorts of high-LTV behaviour patterns flow out to Meta and Google as lookalike seeds, so acquisition spend chases the users that actually convert and retain.
• Tracking plan governance. We pair Amplitude Data with code reviews, so events get validated before they ship and the analytics stays clean as the product evolves.
• Executive reporting. Weekly behavioural metrics land in Slack and Notion automatically: activation, retention, cohort revenue, experiment lift. Leadership stops asking for ad-hoc pulls.

Why Teams Choose Amplitude

• One event stream powers analytics, experiments, lifecycle messaging, and reverse ETL. No second instrumentation for each tool.
• Behavioural cohorts are first-class. You can segment on real product behaviour, not just CRM fields or ad-platform attributes.
• Experimentation comes built-in. The same stats engine and exposure tracking that Mixpanel or GA4 lack natively.
• Free Starter tier with up to 10k MTUs lets teams instrument before procurement gets involved. Plus tier starts around $49/month annual.
• AI agents and an MCP server make the data queryable from Claude or Cursor, so analysts stop being the bottleneck on every product question.

Amplitude integrates with Segment, Snowflake, BigQuery, Salesforce, HubSpot, Customer.io, Iterable, Braze, Slack, Zendesk, Meta, Google Ads, and most modern data warehouses. Pricing runs from a free Starter tier (10k MTUs) through Plus (from around $49/month annual, up to 300k MTUs), with Growth and Enterprise on custom contracts. That's the build we do: instrumenting the platform, wiring it into the systems your teams already work in, and operationalising the behavioural data so it drives revenue instead of decorating dashboards.