Amplitude
Amplitude is a product analytics platform built around events and users. You instrument your product once, then analyze behavior with funnels, retention, journey maps, and cohorts. A generous free tier makes it viable for early-stage products. This guide covers the concepts that matter and how to get value without drowning in setup.
Amplitude's Digital Analytics Platform
Why amplitude fits product work
Core concepts that matter
Events and properties
An event is something a user did: signed_up, purchased, opened_settings. Event properties describe it: plan, amount, source. User properties describe the user: signup_date, plan, country. Define a small set of key events first; add properties as you need to segment or filter.
Funnels
A funnel is a sequence of events (e.g. View pricing → Start trial → Add payment → Subscribe). You see conversion and drop-off at each step. Use funnels for signup, onboarding, purchase, or any flow you care about.
Retention
Retention answers “did users return?” - e.g. Day 1, Day 7, Day 30. Amplitude’s retention chart shows return rate by cohort (signup week). Start with “activated” or “first value” as the trigger event and “returned” as the return event.
Cohorts and segmentation
Cohorts are groups of users (e.g. “signed up in January”, “trial, not converted”). Use them to compare behavior, run retention by cohort, or target campaigns. Segment early by one or two dimensions (signup date, plan, source); add more as you have clear questions.
Implementation
SDK (web, mobile, server) or CDP/integration sends events to Amplitude. Define events and properties in code or via a mapping layer. Start with 5–10 critical events; expand once the basics are stable and used.
How to Set Up Amplitude Tracking the Right Way
Practical habits
signed_up not signup in one place and user_signed_up in another. Use a small taxonomy and stick to it.When amplitude isn’t the fit
Pricing (high level)
Free - 10M events/month, core analytics. Enough for small teams and early-stage products.
Growth and above - More events, advanced features, experimentation, support. Check Amplitude’s pricing for current plans.
Amplitude Event Data Structure
Amplitude is a strong default for product analytics when you care about behavior, retention, and funnels. Start with a few key events and one funnel and one retention view; grow the schema and usage from there.
