Information Density: Amplitude, Inc. – Signal Evidence & AI Readability

[H1] The AI analytics platform forfaster answerstesting everythingnon-stop optimizationgrowing relentlessly
When you can build anything, Amplitude is how you know it’s the right thing.Get startedRequest a demo
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[H2] Trusted by industry leaders
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Market Leader with 2,500+ reviews
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Leader & Customer Favorite
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Market Leader with 2,500+ reviews
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Case Study
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Case Study
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Case Study
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Case Study
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Case Study11KDigital products served 1174%YOY growth 16 monthsTime to payback 2217%ROI over 3 years 2
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[H6] AI Agents
Sense, analyze, and optimize your data-driven issues 24/7.Learn more
[H6] MCP
Prompt new Amplitude insights in Claude, Cursor, or any AI platform.Learn more
[H6] AI Feedback
Transform what your customers say anywhere into action.Learn more
[H6] AI Visibility
Reveal how LLMs talk about your brand so you can win AI search.Learn more
[H2] Understand what your customers want—and give it to them
Amplitude gives you the self-serve tools and real-time data to make products and experiences that win no matter what.
[H3] Clearer insights
Where others guess, get the quantitative and qualitative answers to all your user questions.
[H3] Clearer insights
Where others guess, get the quantitative and qualitative answers to all your user questions.
[H4] Product Analytics
Dig deeper into every click and metric to make smarter decisions with confidence.Learn more →
[H4] Web Analytics
Find out firsthand what moves the needle and target dynamic content across the entire customer journey.Learn more →
[H4] Session Replay
See what users are actually doing and understand the behavior behind your metrics.Learn more →
[H3] Faster action
Test, personalize, and engage your customers to turn insights into coming back for more.
[H3] Faster action
Test, personalize, and engage your customers to turn insights into coming back for more.
[H4] Feature Experimentation
Flag targeted features and put every release to the test to prove your innovations work.Learn more →
[H4] Web Experimentation
Deploy A/B tests and personalized experiences that are as easy to set up as they are powerful.Learn more →
[H4] Guides and Surveys
Tailor in-app communication to show users what they miss and get their feedback fast.Learn more →
[H3] More trustworthy data
Elevate your data and make bolder decisions with the confidence they’ll pay off.
[H3] More trustworthy data
Elevate your data and make bolder decisions with the confidence they’ll pay off.
[H4] Data Governance
Controls and guardrails to keep your data clean, accurate, and organized, anywhere in the world.Learn more →
[H4] Integrations
Connect your entire stack to do more with your behavioral data wherever you need it.Learn more →
[H2] Win together
Our consolidated platform helps every team to shatter silos, shrink your tech stacks, and unite your whole organization behind data.Fuel faster growth
[H3] Product teams
Build customers for life
[H3] Marketing teams
Unlock trusted data
[H3] Data teams
Ship faster, learn more
[H3] Engineering teams
[H3] Get trusted insights about user engagement to build better products.
Learn more →"I sold the philosophy internally for a new way to do product. … We quickly realized there is only one tool that works for this, and it’s Amplitude."Damien DelautierChief Product Officer, Groupe Canal+
[H2] Outcomes speak louder than words
Hear from our customers about the aha moments that have led to unfair wins.
[IMG: How we increased conversions by 27% with behavior insights]
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[H3] “Until we looked at Amplitude reports, we didn’t realize what was happening. We immediately took action, saving us revenue.”
[H3] How we increased conversions by 27% with behavior insights
Cliff KimVP of Data and Analytics
[IMG: How we boosted activation by 40% with better onboarding]
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[H3] “Amplitude allows us to really action our data. Going beyond just the insights, we’re now able to engage users in ways that are most meaningful to them.”
[H3] How we boosted activation by 40% with better onboarding
Madison LukaczykSenior Manager of Business Intelligence
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[H3] “We saw a 40% increase in new subscribers. Everyone was astounded by the results because it’s not common to see such a significant improvement.”
[H3] How we grew subscribers 40% with personalized content
David GaoPrincipal Product Manager
[H3] Featured resources
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Report
[H2] The Product Benchmark Report: How Top Teams Win and Grow
Discover the secrets behind how the world’s best products grow—and how your product compares. Get proven growth and retention strategies for breakout success.Get the report →
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Report
[H4] The Forrester Wave™: Digital Analytics Solutions, Q3 2025
Forrester names Amplitude a Leader and a Customer Favorite with the highest scores possible in 21 criteria.
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Guide
[H4] AI Analytics Buyer’s Guide
Learn what to look for in an analytics platform to win in the AI era. Get specific use cases to guide your evaluation.
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Guide
[H4] The Modern Guide to Data Democratization
Discover five steps to safely make data accessible, understandable, and actionable to everyone.
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Report
[H4] The Product Benchmark Report: How Top Teams Win and Grow
Discover the secrets behind how the world’s best products grow—and how your product compares. Get proven growth and retention strategies for breakout success.
[IMG: The Forrester Wave™: Digital Analytics Solutions, Q3 2025]
Report
[H4] The Forrester Wave™: Digital Analytics Solutions, Q3 2025
Forrester names Amplitude a Leader and a Customer Favorite with the highest scores possible in 21 criteria.
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Guide
[H4] AI Analytics Buyer’s Guide
Learn what to look for in an analytics platform to win in the AI era. Get specific use cases to guide your evaluation.
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Guide
[H4] The Modern Guide to Data Democratization
Discover five steps to safely make data accessible, understandable, and actionable to everyone.
[H2] Connect every action to impact
Start for free with up to 10K monthly tracked users, or tell us what you want to see in a custom demo.Try for freeGet a demo1Amplitude: “The Product Benchmark Report” (2025). Figures cited are from products in the 90th percentile of performance.2The Total Economic Impact™ of Amplitude, a commissioned study conducted by Forrester Consulting on behalf of Amplitude, August 2023.

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[H1] Resource Library
Practical frameworks and strategies for teams building better products and experiences.FeaturedFor Product TeamsFor Marketers
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Report
[H3] The Product Benchmark Report: How Top Teams Win and Grow
Learn the secrets behind how the world’s best products grow—and how your product compares. Get proven growth and retention strategies for breakout success.
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Guide
[H3] The 2026 AI Playbook: Predictions & Checklist
Discover the six most critical AI trends reshaping how executives build, market, and scale digital products. Cut through the AI noise and take action today.
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Guide
[H3] AI Analytics Buyer’s Guide
Learn what to look for in an analytics platform to win in the AI era. Get specific use cases and questions to guide your evaluation.
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Guide
[H3] The North Star Playbook
Explore the purpose and value of the North Star Framework. Get expert tips to define and integrate your North Star Metric into your organization.
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Guide
[H3] Forrester Wave Report
Amplitude gives teams self-service visibility into the entire customer journey. Explore Amplitude today to go from data to insight to action.
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Guide
[H3] Guide to Product Metrics
Measure what matters in the AI era. Discover 14 product metrics to track across the customer journey and how to calculate them.
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Guide
[H3] Create Products that Stick: A Tactical Workbook to Improve Product Engagement
Get our interactive workbook with worksheets, videos, and real-life examples on how to foster product engagement and keep users coming back again and again.
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Guide
[H3] User Retention Playbook: Mastering Customer Retention Strategy
If you care about growth, then you should care about user retention. Learn how to develop and implement a user retention strategy to reduce customer churn and boost lifetime value.
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Guide
[H3] Product-Led Growth Guide Volume 1: What Is PLG?
Get PLG fundamentals from industry experts. Learn about the product-led customer journey, what environment and team is needed, and how to adopt PLG.
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Guide
[H3] Product-Led Growth Guide Volume 2: How to Get Started with PLG
Get expert insights into PLG tactics and metrics. Learn how to drive and track product-led acquisition, retention, and monetization.
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Datasheet
[H3] Top Benefits of Amplitude For Product Teams
Get an overview of how Amplitude’s AI analytics platform helps product teams 10x their productivity and build better products.
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Guide
[H3] The Modern Marketer’s Metrics Guide
Discover a framework for measuring what matters across the customer journey. Get 20+ metrics that meet the needs of modern marketers.
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Guide
[H3] Personalization in the Age of AI
Learn how to use AI to personalize customer experiences at scale. Get six AI-first strategies to meet customer expectations and drive growth.
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Guide
[H3] The Lifetime Value Handbook
Learn how to calculate and improve LTV with a framework for building lasting customer relationships. Get the step-by-step handbook.
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Worksheet
[H3] AI Marketing Worksheet Bundle
Get three worksheets to improve your AI-powered marketing strategy. Discover hands-on templates for experimentation, personalization, and growth.
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Datasheet
[H3] Top Benefits of Amplitude for Marketers
Get an overview of how Amplitude’s AI analytics platform helps marketers go from leads to long-term value and customer loyalty.

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[H6]
[H1] Solutions that drive results
Deliver customer value and drive business outcomes with solutions tailored to your use case, industry, and team.Get startedTalk with us
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[H6] Solutions by use case
[H3] Critical use cases across the entire customer lifecycle
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[H6] Acquisition
Optimize your acquisition strategy to not only grow new users, but keep them coming back. Acquire and activate
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[H6] Retention
Identify areas that increase customer engagement and lifetime value to boost loyalty and reduce churn.Get retention right
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[H6] Monetization
Understand the how, when, and why users become paying customers so you can accelerate conversion and revenue.Master monetization
[H6] Solutions by industry
[H3] Industry-specific solutions trusted by category leaders
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[H6] Media
Unite customer data across touchpoints to convert and retain your audiences.Learn more
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[H6] Ecommerce
Cut acquisition costs, optimize transaction flows, and boost repeat purchases.Learn more
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[H6] Financial Services
Personalize banking to increase engagement, transactions, and loyalty.Learn more
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[H6] B2B SaaS
Use data-driven insights to quickly turn new accounts into engaged customers.Learn more
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[H6] Healthcare
Simplify the digital healthcare experience and increase patient engagement and loyalty.Learn more
[H6] Solutions by team
[H3] Empower teams with shared insights to drive growth
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[H6] Product
Turbocharge teams with clear insights to build better products.Learn more
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[H6] Marketing
Turn customer insights into growth and retention strategies.Learn more
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[H6] Data
Make trusted data accessible with self-service insights for all.Learn more
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[H6] Engineering
Build features users love, ship faster, and get real-time feedback.Learn more
[H3] Leading brands use Amplitude
Learn how category leaders elevate their digital experiences and drive results with solutions tailored to their business goals.
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[H6] Coursera
Discover how Coursera drove 30% growth in high-value traffic and course registrations. Learn More
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[H6] Snoonu
Learn how Snoonu drove in an increase in customer purchases, growing revenue by $100,000 month over month.Learn More
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[H6] RocketMoney
Learn how RocketMoney's experimentation practices boosted lifetime value, growing revenue by $10M annually. Learn More View more stories
[H3] We partner with you at every step
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[H6] Amplitude Academy
Discover expert-led trainings and courses to successfully upskill.See for yourself
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[H6] Resource Library
Explore our rich resource hub to learn new growth strategies.Explore resources
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[H6] Cohort Community
Join a lively community of peers to share ideas and develop skills.Join us
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[H6] Events
Engage with us at upcoming live and virtual events.Register now
[H3] Proven frameworks to increase customer growth, loyalty, and revenue
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[H6] Acquisition Playbook
Discover frameworks to acquire new and repeat customers, keep acquisition costs low, and maximize your return on marketing spend.Get your copy
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[H6] Retention Playbook
Develop and implement a retention strategy to reduce churn, boost lifetime value, and earn customer loyalty.Get your copy
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[H6] Monetization Playbook
Learn how to connect your digital strategy to revenue outcomes with a step-by-step monetization framework.Get your copy
[H3] Unlock data-driven insights to grow and scale your business
Get startedExplore demo

[H6] Product Analytics
[H1] Perfect your product without the guesswork
Get fast answers to any growth question without coding. Amplitude unites all your data with behavioral analytics and AI automation—for an easier way to build your best product.
Get started for freeExplore the demo
[H3] Clear insights you can’t miss
With instant visualizations, automated reports, and more, Amplitude gives all teams access to accurate, real-time insights while highlighting what’s actionable, so you can make smart decisions with confidence.
[H3] Over 4,500 companies trust Amplitude
[H6] Setup
[H3] Automate your analytics setup
Enable baseline product reporting, dashboards, and charts with just one line of code.See real-time data about your users as it happens in the productSurface important insights with next to no customizationDive into conversion, retention, and feature engagement metrics to take actionGet started
[H6] Explore
[H3] Insights at your fingertips
Discover best-practice templates and charts that flatten the learning curve.Get started quickly with expert-built templatesAccess key product metrics right awayCustomize insights and reporting based on your industryExplore templates
[H6] Analyze
[H3] Turn questions into answers
Ask questions about your product without having to know your data or taxonomy.Use AI to analyze your product dataAsk questions and instantly visualize insightsBuild and customize charts using natural languageExplore the demo
[H6] Act
[H3] Drive user action and engagement
Encourage users to take key product actions with highly relevant communication based on behavioral insights.Guide users through product milestones such as onboarding and activationPrompt users to explore new features or advanced workflowsGet valuable user feedback without disrupting the in-product experienceLearn more
[H6] Measure
[H3] Set metrics and track goals
Analyze any mix of metrics, attributes, and cross-platform user behaviors to pinpoint your growth drivers, including marketing campaigns.Save metrics and standardize across charts, cohorts, and tablesDig into multi-dimensional segments that impact metricsCompare metrics across your most relevant user segments Watch how
[H6] Monitor
[H3] Find and fix issues
Stay ahead of potential issues with a smart platform that alerts you to regressions in your metrics—no manual effort required.Spot trends and significant deviations from expected valuesGet notified about issues before they impact your businessInvestigate the root cause of anomalies behind changesExplore the demo
[H3] Everything to optimize your product
[H6] Engage your users
Deliver tailored in-product communication based on behavioral insights to better personalize experiences and drive user outcomes.
[H6] Increase conversions
Compare funnels by who converts and who doesn’t to see shared traits, remove obstacles, and deliver a seamless experience.
[H6] Boost retention and loyalty
Identify what drives churn, purchasing, and loyalty by correlating user behaviors with growth for greater returns at every stage of the funnel.
[H6] Power experimentation
Run, scale, and analyze targeted experiments for user flows, forms, and more using existing analytics to ship better experiences faster.
[H6] Enable product-led growth
Take action on powerful product insights to meet customers where they are and fuel acquisition, monetization, and retention.
[H3] There’s a lot to love about Amplitude
[H6] #1 rated product analytics platform for 22 quarters in a row
Learn more
[H6] A Leader and a Customer Favorite in digital analytics solutions
Learn more
[H6] 4.6 out of 5 stars
Learn more “Amplitude provides us a richer and deeper framework beyond what we could get elsewhere. We move faster, ideate quicker and understand our users more deeply.”Eddie LeeVP of Product, NBC
[H3] Give your users what they want with Amplitude
Get instant access to the most popular features of Amplitude Analytics with a free Starter account. Or tell us about what you’d like to see in a custom demo.Get startedGet a demo
[H3] Frequently asked questions
[H6] How does Amplitude Analytics help me build a better product?
Amplitude Analytics provides you with clear insights on how to improve your product and increase conversion, engagement, and retention. The platform visualizes your customer journey, calls out friction points, and helps you understand behaviors at the deepest level using best-in-class tools.
[H6] What tools are included?
Everything you need to unlock customer growth: funnel analysis, retention analysis, event segmentation, data tables, user sessions, and more.Amplitude Analytics is also fully integrated with the rest of the Amplitude platform, allowing seamless workflow between experimentation, session replay, guides and surveys, and the rest of your data stack.
[H6] How much does Amplitude Analytics cost?
Amplitude Analytics offers four usage-based pricing plans to match your goals, starting with our free Starter plan. Plans are based on the features you need and your monthly tracked users (MTUs) or event volume. For businesses looking to scale and larger enterprises, talk to us about our Growth and Enterprise plans.
[H6] What are the benefits of Amplitude Analytics?
Amplitude Analytics is the easiest way to build your best product. Our fully-integrated platform allows every team to gain clear insights right out of the box and collaborate with shared tools—no coding required. Make smarter decisions using forecasts and trends from AI, plus insights proactively surfaced from deep in your data.
[H6] What about customer support?
We offer support plans for every stage of your growth journey. Start for free with on-demand resources in our Developer Docs, Help Center, and the Amplitude Academy. Or choose from a paid plan with access to dedicated customer success and professional services teams that guide you through every step of onboarding, implementation, and instrumentation. Get help setting up your product metrics, dashboards, and data so you succeed from the start.

[H6] Session Replay
[H1] Visualize what your users are actually doing
Get real-time, qualitative insights in any analytics workflow. Diagnose issues, refine experiences, and take action—without context switching. Analytics meets action, faster than ever.Get started
[H6] Integrated insights
[H3] Get the full story in a few clicks
Combine real-time analytics with visual replays for a comprehensive view of user behavior. Pinpoint friction, optimize experiences, and drive growth—without wondering what works and what doesn’t.
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[H6] AI-powered summaries
[H3] Instant insights, zero guesswork
Get instant, AI-powered summaries of session replays—no manual sifting required. Amplitude identifies friction, analyzes user sentiment, and delivers actionable recommendations, so you can move from insight to action faster.
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[H6] Replays for A/B testing
[H3] Validate tests with confidence
Boost your experiment insights with Session Replay. Visually analyze user interactions, validate hypotheses, and refine feature performance with clarity and confidence.
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[H6] Replays for Guides and Surveys
[H3] Understand and guide users
See why users struggle, deploy in-app guidance to reduce friction, and build personalized surveys to capture feedback at the right moment. Stop wondering—start optimizing.
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[H6] Privacy first
[H3] Built-in privacy and compliance
With default text masking, customizable retention limits, and seamless integration with our User Privacy and DSAR APIs, Session Replay ensures you can analyze user behavior confidently and securely.
[H3] Visual insights for every team
[H6] Product teams
Gain a comprehensive, visual understanding of user interactions to inform your product decisions.Learn more
[H6] Growth teams
Proactively identify and address friction points to improve monetization.Learn more
[H6] Digital marketing teams
Understand and personalize user experiences with contextual insights from session replays.Learn more
[H3] Ready for enterprise—secure, seamless, and built to scale
[H6] Replays that don’t degrade performance
Minimal impact on memory and network performance, ensuring efficient runtime without compromising user experience.Learn more
[H6] Privacy-first design
Safeguard user data with customizable privacy settings that align with your company’s legal and security requirements.Learn more
[H6] Mobile replays that just work
Capture mobile experiences with seamless, high-fidelity replays, without performance trade-offs or high costs.Learn more
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“It’s exciting that we can do everything in one platform and that we don’t have to jump between GA and Hotjar and Amplitude.”Kevin LeierDigital Analytics Manager, CDK Roadster
[H3] See why customers love Session Replay
[H6] Electronic Arts (EA)
Game-publisher EA leveled up experiences and decreased onboarding time by 30%.Read the story
[H6] Evaneos
Learn how travel-planning platform Evaneos saw a 20% increase in conversions.Read the story
[H6] TourRadar
Deeper insights and a streamlined tech stack helped TourRadar increase booking conversions 2.7%.Read the story
[H3] Get started with Session Replay
Discover a clearer picture of your customers, what they love, and where they’re getting hung up—so you can drive better engagement and fuel business growth.Get started
[H3] Frequently asked questions
[H6] What do I need to use Session Replay?
To get started with Session Replay, you can either use the Session Replay browser SDK plugin that comes with Amplitude’s Browser SDK or the Session Replay standalone SDK if you instrumented your web app with third-party tools, such as Segment. We also support mobile frameworks such as iOS, Android, and React Native. To learn more, check out our Help Docs or visit Amplitude Academy.
[H6] What are the benefits of using Amplitude for session replay?
Combined with best-in-class product analytics, Session Replay from Amplitude consolidates your product and experience analytics stack on one platform. The benefits include lower costs, a deeper understanding of the “why” behind user behavior, and a more accurate picture of what your customers are doing in your product—with replays tied to your user events.
[H6] How is privacy managed?
We’ve built Amplitude Session Replay with our customers’ privacy needs in mind. We believe handling user data with utmost care is the key to building user trust. Session Replay comes with the benefit of Amplitude’s existing security and privacy controls, including integrations with our User Privacy API and DSAR API to help you meet your privacy compliance obligations. Additionally, we designed Session Replay with default privacy settings, the ability to customize how long replays can be accessed, and more. Check out our Session Replay developer docs to learn more.
[H6] What about customer support?
We offer support plans for every stage of your growth journey. Start for free with on-demand resources in our Developer Docs and Amplitude Academy. Or choose from a paid plan with access to customer success and professional services teams that guide you through every step of onboarding, implementation, and instrumentation.

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[H6] Amplitude Guides and Surveys
[H1] Have the most engaging in-app engagement
Close the loop—act on trends and hypotheses with personalized customer experiences.Get startedTalk to us
[H3] Guides to better engage users
ToursChecklistsAnnouncementsTooltipsBannersModals
[H5] Tours
Help users navigate through the essentials and quickly master your product. Gain confident users who stick around—and turn into adoring fans.
[H3] Surveys to gain customer insights
Net promoter score (NPS)Customer feedbackMicrosurveysVisitor feedback
[H5] Net promoter score (NPS)
Love it or hate it, NPS is the most time-honored way to measure customer happiness. Keep a recurring pulse with surveys that don’t interrupt user flows.
[H3] Most popups are annoying. They don’t have to be.
Your users should feel like they’re sitting next to a smart friend helping them navigate your product or website—not a spammy salesperson. Guides and Surveys use precise behavior-based targeting and configurable guardrails to ensure users get value.“Amplitude Guides and Surveys help us make experiments fast and effective. They’re more engaging and personalized, improving feature adoption by 54% in one of our campaigns.”Rachel StrubharDirector of Product Growth, Homebase
[H3] Better ? together
If you use other parts of Amplitude’s platform, Guides and Surveys become even more powerful.
[H6] Guides and Surveys + Analytics
Build personalized guides and surveys using behavioral cohorts and understand how your users interact with them.
[H6] Guides and Surveys + Session Replay
See what users do and why they do it. Combine behavioral data with guides and surveys to spot and fix friction.
[H6] Guides and Surveys + Cohorts
Target the right users at the right time. Build cohorts from behavioral insights, then trigger guides and surveys to drive actions and outcomes.
[H6] Guides and Surveys + Experimentation
Experiment with the messaging and flow of your guides and surveys. Run tests against different user segments.
[H3] Use guardrails to curate when users see each guide or survey
Create timely guides and surveys using built-in guardrails and prioritization logic to make sure users aren’t overwhelmed with back-to-back popups.
[H3] Target users based on behaviors—not rigid rules
Set up triggers that match what users try to do in the moment. Prevent confusion, rage clicks, and more with contextually relevant information based on in-product behaviors.
[H3] Measure annoyance so you don’t leave users frustrated
No one wants another annoying popup. Measure user annoyance with your nudges so you can take corrective action and limit how many guides and surveys are shown to users that get less value from them.
[H3] On brand, always
Guides and Surveys are ready to suit up for your brand and wear your jersey—colors, fonts, and all.
[H3] Pair Guides and Surveys with these Amplitude favorites
Use Guides and Surveys alongside these Amplitude products to better personalize experiences and drive user outcomes.
[H6] Product Analytics
Understand the full user journey to drive product growth.
[H6] Web Analytics
Get automated web insights with one line of code.
[H6] Web Experimentation
Boost conversion with A/B testing powered by data.
[H3] Frequently asked questions
[H6] How are Guides and Surveys priced?
Guides and Surveys are priced on monthly tracked users (MTUs), not on the number of guides or surveys you create. We believe pricing should be aligned to your success—not limit your creativity. This approach ensures you can build as many guides and surveys as you need to drive engagement without worrying about extra costs.Guides and Surveys are available as an add-on for the Plus plan, or can be purchased with our other products on Growth and Enterprise plans. See here for full pricing details.
[H6] How do Guides and Surveys work with the rest of Amplitude? Are they separate products?
Guides and Surveys are fully integrated with the rest of the Amplitude platform (Analytics, Experimentation, Session Replay, etc.), so you can create targeted messages and surveys based on user behavior. With Amplitude, you can take action on your insights in one place, within the same unified platform.
[H6] You seem to hate popups, but you also do popups. Explain.
We don’t hate the concept, we hate it when it’s done lazily. Guides and Surveys are built to enhance user experiences—not interrupt them. Context-aware guides and surveys show up exactly when they’re helpful and needed, without frustrating your users.
[H6] How are Guides and Surveys related to Amplitude’s acquisition of Command AI?
Command AI was powerful, and the former team is incredibly proud of what they built. But with the unmatched behavioral data from Amplitude, Guides and Surveys are at an entirely new level. They combine the intelligence of Command AI with the depth and precision of the Amplitude platform, making every guide and survey even more impactful for your users.Read more about the Command AI acquisition.
[H6] I use different tools for popups today. How easy is it to switch to Amplitude?
Super easy. If you’re already using Amplitude, you can start building them immediately. The hardest part will probably be breaking up with your underperforming popup provider.