Amplitude

Overview

Amplitude is a product analytics platform that tracks user behavior, conversion funnels, and campaign attribution for digital products.

Designed for product teams and growth marketers at PLG (product-led growth) companies that need to understand how users interact with their product and which marketing efforts drive conversions.

Quick Facts:

• Category: Marketing Attribution
• Pricing: From $0/month (Starter plan)
• Free trial: Yes (Starter plan + 14-day paid trial)

Amplitude tracks user events, analyzes conversion funnels, and attributes conversions to marketing campaigns. It helps product teams understand which features drive retention and which marketing channels drive the highest-quality users.

Core Features

• Event tracking: Track every user action in your product with custom event properties
• Funnel analysis: Visualize drop-off rates at each step of your conversion funnel
• Attribution modeling: Connect marketing touchpoints to product conversions

Our Take: Amplitude is powerful but overkill for most B2B sales teams. It shines for PLG companies with freemium models that need to track in-product behavior. If you're just tracking website visitors and form fills, Google Analytics 4 is simpler and cheaper.

Behavioral Cohorts

Create user segments based on in-product behavior (e.g., "users who clicked Feature X but didn't complete onboarding"). Use these cohorts for targeted campaigns or feature experiments.

Revenue Attribution

Track which marketing campaigns and product features lead to paid conversions. Connect ad spend to actual product usage and revenue, not just form fills.

Retention Analysis

Measure how often users return to your product after their first session. Identify which features drive long-term engagement vs. one-time usage.

Best value: Starter plan for early-stage PLG companies testing product analytics. Once you hit scale or need advanced features like behavioral cohorts, expect to pay $1,000+/month.

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