Amplitude

Amplitude is a digital analytics platform that helps product, growth, and data teams understand how people actually use their products. Instead of pageview counting, it tracks user actions as events and turns them into behavioral insights — funnels that reveal where users drop off, retention curves that show whether they come back, cohorts that segment behavior, and pathfinding that maps real journeys. Teams use these to decide what to build and to measure whether changes move the metrics that matter. The platform has grown into a broader Digital Analytics suite. Beyond core analytics, Amplitude includes session replay to watch real sessions, feature flags and experimentation to test changes, a customer data platform (CDP) for governing and routing event data, and web experimentation and audiences for activation. AI-assisted analysis and clear self-serve dashboards make insights accessible to non-analysts, while a strong governance layer keeps event taxonomies clean as data scales across teams. Amplitude serves product-led companies from startups to large enterprises, with SSO, roles, and governance for big deployments. Pricing is based on monthly tracked users (MTUs) and events: a generous free Starter plan (up to 50,000 MTUs with session replay), a Plus plan from around $49/month that scales with usage, and custom Growth and Enterprise tiers for advanced analysis, experimentation, and scale. It competes with Mixpanel, PostHog, Pendo, Heap, and Google Analytics 4, differentiating on depth of behavioral analytics and its expanding suite.