Amplitude
Analytics · Freemium
Overview
A product analytics tool that tracks what users do inside an app or website and turns those actions into charts about engagement, conversion, and retention. It was founded in 2012 and went public in 2021. The data model is built around users and the events they trigger, which are then grouped into sessions, cohorts, and funnels. Over time Amplitude has grown past analytics into a wider set of products, adding session replay, feature experimentation, and customer data platform features that route event data to other tools. It is used mainly by product and growth teams at mid size and large companies.
What people use it for
Product and growth teams use Amplitude to work out which user behaviors lead people to stick around, then focus the product on them. They measure whether a new feature moved engagement or retention. They build funnels to see where users drop out of a sign up or purchase flow. They group users into behavioral cohorts and push those cohorts to ad and marketing tools. They watch session replays tied to a specific chart, such as users who dropped at one funnel step. They run A/B tests with Amplitude Experiment and read the results next to the analytics. They also send clean event data to warehouses and other tools through its CDP features.
Key capabilities
Amplitude organizes data around users, events, properties, sessions, accounts, cohorts, and outcomes. Behavioral cohorts group users by sequences of actions and can be synced to downstream tools. Session Replay is included across plans and links recordings to analytics charts. Amplitude Experiment adds A/B testing tied to the same event data. CDP features collect, clean, and route events to warehouses, ad networks, and CRMs, with 200 or more integrations listed. It offers a free plan, and paid plans priced on tracked event volume, with larger deployments moving to custom sales quotes. Reviewers note that CDP is priced separately from analytics at higher volumes.
Limitations
Cost is the main issue. Reviewers say Amplitude can run several times more expensive than Mixpanel for similar usage at the Growth and Enterprise tiers, and that the event budget is not clearly explained, which leads to surprise bills. Past the free event allowance, CDP is often priced as a separate large contract. The interface has a steep learning curve, and advanced reports can feel complex without training. Some capabilities and integrations are locked to higher tiers and require talking to an account manager. Getting value depends on a clean tracking plan, which is the hard part and often done poorly.
Insight
Amplitude is strong at retention and behavior analysis once event tracking is set up cleanly. That last point is the catch, because a clean tracking plan is real work and is frequently done badly, which produces confident looking charts built on messy data. Budget for a person who owns the tracking plan or expect the output to mislead. Cost is the other recurring theme. Amplitude gets expensive as user and event numbers grow, the pricing turns into sales quotes at larger sizes, and reviewers consistently say it costs more than Mixpanel for comparable use. Non analysts often find the interface busy. It suits product and growth teams that have the headcount to run analytics properly and enough scale to justify the price. Smaller teams usually get more from a simpler tool.
Pricing
Freemium
Website
Last checked 2026-08-30