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Data Connections Governance Audience Management
Empower data teams to bring customer Create a single taxonomy between your Discover new audiences with native
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proactively plan, transform, and govern

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Define and standardize customer Reduce CDP instrumentation time Resolve customer identities across Proactively maintain the integrity and
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issues. data observability features. customer profiles. data lifecycle.
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Federate customer data beyond Identify the right users with Activate customers at any digital

analytics across your data stack with behavioral segmentation without destination including email, ads, and

a single platform. additional instrumentation. product—no engineering work

required.
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Engineering Growth Marketing Product Executives
Easily stand up reliable data pipelines and reuse existing data pipelines, with no code integrations
that bring product teams closer to customer data, and enable teams to build and ship faster.
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Data Connections Governance Audience Management


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Start Here v
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Amplitude Analytics ~
Start Here Amplitude Analytics
Build and share your analysis Vv . . . . : . .
Get up and running on Amplitude immediately. Uncover the hidden relationships between features, customer
Data management A actions, and business outcomes.
Data taxonomy v _—m——
Importing and exporting data o
with Amplitude E A
Instrumentation in Amplitude vV . . .
Amplitude Data Amplitude Experiment
IP address and Location properties i . . o i .
Define and manage the data you track in Amplitude. Optimize your product experience through A/B testing.
Troubleshooting: Missing mobile
attribution (install/ uninstall) _—mmmmmm —s
events
Govern: Manage your Amplitude .0, g
data at scale = -
Account admin and security v Amp“tUde CcDbp FAQs
Amplitude subbort o Deliver personalized experiences to your users with Amplitude Frequently-asked questions on all things Amplitude.
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Start Here v Amplitude / Amplitude Analytics / Data management
Amplitude Analytics ~ IP address and Location properties
Build and share your analysis Vv Updated 15 days ago Follow
Data management A
IP address and location properties are crucial in tracking and analyzing user behavior
Data taxonomy M within Amplitude Analytics. These properties provide valuable insights into the In this article
q q eographical distribution of your users, helping you understand their preferences, target
Importing and exporting data € g,ﬁ P ) d optimi Y p tp &Y ) dinely. I fh. sicl g.“ How the location properties are determined within
with Amplitude specific regions, an f)p imize yourl product or service accor |r1g y. In this article, we wi Amplitude
explore what determines the location of a user, how to block/filter IP Address and
Instrumentation in Amplitude location as well as understanding why (none) values would populate for location Filter out IP address but still determine other location
properties. properties
IP address and Location properties Why is my chart displaying (none) for some location
Troubleshooting: Missing mobile How the location properties are determined within properties
attribution (install/ uninstall) .
et Amplitude
_ Location properties in Amplitude (such as City, DMA, Region, and Country) are determined
Govern: Manage your Amplitude by GeolP as stated in our article here. Amplitude uses the MaxMind database, which is widely accepted as the most reliable digital mapping source, to look up
Kol S location information from the user's IP address. Even though MaxMind is considered the most reliable source, the accuracy and availability of city/region
Account admin and security v information can vary by country (more info here).
Amplitude support v For server-side events, location property values are determined either by GeoIP (which falls back on location_lat and location_long if unavailable), or explicitly
defined in your API call. If you prefer to have your own setup when it comes to determining user's location property value, Amplitude's HTTP API allows you to
Amplitude Data v send your own City, DMA, Region, and Country values with your events.
. i Note: If you choose to send these values, Amplitude will not modify them to reflect GeolP. Please update all four fields together; setting any one of these fields
Amplitude Experiment v will automatically reset all others.
Amplitude CDP v . . . . .
P Filter out IP address but still determine other location properties
FAQs v If you want to filter out IP address but still determine other location properties (such as City, DMA, Region, and Country), Amplitude can drop IP address after
using it to determine location properties. This is how it works:
1. An event is uploaded with an IP address
2. Amplitude takes the IP address from the upload
3. Amplitude uses the IP address to determine the location data, like city, country, etc
4. Amplitude adds all these fields to the event (ip address, city, country, etc)
|@ Amplitude Amplitude Home Developer Center Amplitude Academy Submit a request SIEGE
If you are using the SDKs and want Amplitude to drop IP address, please configure the options within the SDKs. If you want to remove IP address on events
moving forward, please file a Service Task request on the Support form.

Why is my chart displaying (none) for some location properties
For an overview of why you receive (none) values for your location properties, please refer to this guide.
Previous article Next article
Track changes in your cohort populations over time Troubleshooting: Missing mobile attribution (install/ uninstall) events
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FAQ: Why is this user counted under '(none)' or an unexpected value?
FAQ: Instrumentation
How Amplitude computes conversions through funnels
Object management: Manage the building blocks of your analyses
Get data into Amplitude
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Start Here Amplitude Analytics
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Get up and running on Amplitude immediately. Uncover the hidden relationships between features, customer
Data management v actions, and business outcomes.
Account admin and security v _—m—m————e
Amplitude support v
Amplitude Data v H PN
] ) Amplitude Data Amplitude Experiment
Amplitude Experiment v
Define and manage the data you track in Amplitude. Optimize your product experience through A/B testing.
Amplitude CDP v
FAQs v
222 ©
Amplitude CDP FAQs
Deliver personalized experiences to your users with Amplitude Frequently-asked questions on all things Amplitude.


Developer guides

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Amplitude Developer Guides
Getting started with Amplitude can be daunting. These guides break down sophisticated concepts to help you make the most of Amplitude.
I© SDK quickstart 8% Instrument Accounts Or Amplitude tokens and keys
Use the SDK Quickstart Guide to get up and Learn about best practices for instrumenting the Learn all about Amplitude's tokens and keys.
running with Amplitude SDKs Accounts add on. - Read the guide
— Read the guide — Read the guide
@ Import historical data 33 Choose the right source type { Debug Analytics instrumentation
Learn how to backfill historical data into Learn about the differences between client-side, Learn how to validate and debug your Analytics
Amplitude. server-side, and third-party sources in Amplitude. instrumentation.
— Read the guide — Read the guide — Read the guide
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Learn how to migrate from Segment to Amplitude Learn how to migrate from mParticle to Learn how Amplitude manages the cookies and
CDP. Amplitude CDP. consent from your users.
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Documentation H
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Documentation Home
Analytics
Overview Amplitude gives your teams a self-service digital analytics platform to understand your users, drive conversions, and increase
What is Amplitude Analytics? engagement, growth, and revenue. It helps you proactively improve data quality, discover new audiences, and sync behavioral data
Plan Your Set Up across your stack.
Debugging Analytics The Amplitude Developer Center has everything you need to instrument Amplitude. Get started by choosing a product or feature to
SDKs learn more.
APIs
Advanced Topics > & Not sure what you need?
Data Use the search bar at the top of the page to query all the developer documentation.
Overview
Getting Started
Sources > Amplitude Analytics Amplitude Data
Destinations >
Privacy and P11 > Amplitude Analytics lets you answer questions, make better Amplitude Data lets you capture, manage, and improve the
Time-to-Live decisions and drive outcomes with product analytics. quality of your customer and product data across
Experiment - See the Analytics docs Amplitude.
Overview — See the Data docs
General >
Guides > litud
Amplitude Experiment APIs
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REST APIs >
Amplitude Experiment lets you deliver the best customer Extend Amplitude using the APIs.
experience, powered by analytics and customer behavior. - See the API references
—> See the Experiment docs 6


About us

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We are over 700 employees and We believe in Diversity, Equity and We have more than 2,100 paying
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and Asia. We are one of Insider’s ‘tech From ERGs and communities to who rely on us to help them make the
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Amplitude Startup Scholarship Fund to of customer behavior, and are #1 in

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Innovation is in our DNA
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Co-founders accepted into Y Combinator (YC W12).
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Acquires Clearbrain, an innovator in predictive analytics, and raises $50 million in Series E funding
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Expands to more than 1,000 enterprise customers, including 25 of the Fortune 100.
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Audit logs

appName: Causal

appCategory: Productivity

appTagline: Modern business planning

companyHqRegion: Europe

companyStage: Early Stage

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Understand the full user journey Connect Amplitude to hundreds of partners
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Data sources

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Driving growth is top of mind for
businesses today
Our survey of product and growth professionals revealed that businesses are taking a hard look at
where to invest—and where to cut back.

08 637
O O
Worry about an increase in customer Feel moderately or less equipped to shift
churn product strategy
& . . .
In an economic downturn, growth efficiency
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10 Next Hottest: North America
Our list of the Next Hottest Products in North America reflects two themes that run throughout this
year’s report: the resilience of the SaaS industry and the burgeoning growth of the healthtech and
wellness categories.
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KEY FINDINGS
. . . PRODUCT REPORT 2022 eAmpIitude
HR, staffing & job searching HR, Staffing & Job Searching
d t e ) 18%
Adoption of digital HR products—including job search platforms, people 50 s
management software, and payroll and benefit applications—skyrocketed to s o
118% growth over the past year. That number—the biggest surge in growth of wm
any industry we analyzed—tells the story of a labor market in flux. oo 7
Dive into the data >
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products dominating the digital landscape, including the 30 Next Hottest . >
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Download the report to see more input and advice from the Next Hottest Products.

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other apps and services is a great way to human-driven process, we've built the onboarding and how we were tackling

([0 TR NNV o i AYAN e T=NE T o (N o T01{ e [T buyer's journey directly into Pitch. We the cold start problem for users—a

a smooth AppClip experience for our iOS believe in giving access to innovation up problem which is exacerbated in the

V=TET o] (=T MUISR (o X [V ={ (o) Vi d s A o IUF 1) {Ke]al A TaTe W T= ToT o= LETWVAEL =T iTa T AVE V) sphere of live content. We utilized

our integration with Apple Maps. Making quickly and easily, so they can skip Amplitude Experiment to compare

the first touchpoint of the customer directly from interest to action, onboard different FTUE approaches. The data

[V A I CIR A [0 =l W Ta Vo] o] A o} (T CE I EVCEA-Ta (e MU of={ = Te [ (o Xo]Ul5 from this experiment helped us improve

helped drive our app growth premium tier when they’re ready—all conversion rates by 12.5% and go from a

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to adopt PLG. They often don’t know where to start. the right data governance, instrumentation, an...
Read now > Read now > Read now >

The Product v e
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# = Slolell g
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Analytics
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Guide Report Guide
The Amplitude Guide to Product Product Report 2022 Product Analytics for Dummies
Metrics Exclusive Amplitude data reveals the trends, Amplitude worked with Wiley Books to put
Track these 15 metrics to make the right industries, strategies, and products dominating together an easy-to-understand resource on
product investments and drive sustainable the digital landscape, including the 30 Next using product analytics to build better product
business growth. Hottest Products around the world. experiences for your customers.
Read now > Read now > Read now >
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Dive into the data >
The Next Hottest Products
AMPLITUDE PRODUCT REPORT
‘ Last year, we leveraged Amplitude data to share our predictions for the 20 Next
‘ N ext Hottest Products around the globe. This year, we’re back with 30 products that
H tt t drove massive growth in monthly active users.
“ Download the report to learn more, including YOY growth rates observed by
some of these products.
10 Next Hottest: North America
Our list of the Next Hottest Products in North America reflects two themes that run throughout this
year’s report: the resilience of the SaaS industry and the burgeoning growth of the healthtech and
wellness categories.
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Get your free copy of The Product Report 2022 to go deeper into the data on:
e The 30 Next Hottest Products, including:
— e Year-over-year user growth rates for 18 of these products
T h = P I’Od uct e Advice from leaders at these companies about how they drove such
massive growth, and what other teams can do to emulate that success
Report 2022
e Context and input about how BeReal saw off-the-charts growth and
- became the hottest product of 2022
i e Product growth across 8 countries: Australia, France, Germany, India,
4 ) Japan, United Kingdom, United States, Singapore
: n Z . e Product growth across 12 industries: continued education, crypto,
4 4 ecommerce, entertainment media, food, general fintech, healthtech,
a HR/staffing and job searching, K-12 education, Saas, travel and
transportation, wellness
e Conversion benchmarks for investment apps
e Survey results about driving growth in a downturn


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B|Og Perspectives Best Practices Inside Amplitude Customer Stories Contributors O\
Our expansion means that my scope as CEO keeps getting bigger. I need to know how the business performs
and whether anything we change has a negative impact on outcomes. I check certain dashboards every day—
sometimes multiple times a day. Even if we’re dealing with a lot of bugs or things aren’t working as intended, I
can monitor the health of the business at a glance, and see there’s no need to panic.

Focusing on the right things is always important, and being a small team magnifies that need. Analytics
informs many of our decisions, so we know we’re always working on the things that promise the most
significant impact on the business.
ABOUT THE AUTHOR

- B CEO and Co-Founder
Sara Mauskopf is the CEO and Co-Founder of Winnie, a marketplace for child care built on powerful data
systems and backed by a trusted community of parents and providers. Prior to Winnie, Sara held product
leadership roles at Postmates, Twitter, YouTube and Google.
TAGS

Amplitude Analytics
|@ Amplltude Platform  Solutions  Resources  Pricing Login
B|Og Perspectives Best Practices Inside Amplitude Customer Stories Contributors O\
> o0 - Customer Stories [ August 15, 2023
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Inside Amplitude [ August 15, 2023 Perspectives [ August 14, 2023 Customer Stories [T August 10, 2023 Perspectives [ August 10, 2023
Introducing Session Replay: Building From Strategy to Practice: Tacticsand  MySwimPro Increased Experiments by ~ How to Democratize Data and
Great Products Just Got Easier Metrics for Implementing PLG 10X, Boosting ARPU by 70% Empower Teams for Success
Perspectives View all >
]
|B|Og Perspectives Best Practices Inside Amplitude Customer Stories Contributors O\
matched to their criteria had a lot more success on our platform. They were twice as likely to find at least one
daycare they were interested in when they used a search filter, and these "search filter" users created three
times as many daycare inquiries (on average) as non search filter users.

Based on this information, we made a change to our product to require filters for every search. That change led
to a 40% increase in users who inquired with a daycare on Winnie. We also saw the average number of daycare
inquiries per user grew by 10% across the platform.
. .. o

daycare inquiries by 407%.
These changes may have been met with resistance before, for fear that it would’ve increased drop-off if people
didn’t want to input that data. But now we can definitively see that this has brought only positive change,
allowing users to have more success and a more positive experience.
This example was just one way we used data to improve the user experience for parents, but our user
acquisition strategy requires us to engage with providers, too. We want providers to create an account,
complete our onboarding funnel, and log in repeatedly over time. Since they always need new families, they
will continue to need us. We track provider characteristics to see who’s having the most success on our
platform, and then use Analytics to spot trends and nuances that might not have otherwise been obvious. If we
|B|Og Perspectives Best Practices Inside Amplitude Customer Stories Contributors O\
TAGS
Amplitude Analytics

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MySwimPro Increased Experiments by ~ How Thrive Market Increased Agility Self-directed Insights Lead to High- How Vimeo Scaled Self-Serve Analytics
10X, Boosting ARPU by 70% and Optimized Member Experience Quality Growth at Coursera to Make Data Accessible to Everyone
A8 Nick Newell Adam Watson ( g Anish Jariwala a Noa Ziv

VP of Engineering at MySwimPro Lead Product Analyst at Thrive Market “>'7 Sr. Director, Marketing Strategy and Operations ... A, Director of Product Analytics at Vimeo
|@ Amplltude Platform  Solutions  Resources  Pricing Login
B|Og Perspectives Best Practices Inside Amplitude Customer Stories Contributors O\
Looking for a scalable analytics platform, a childcare marketplace implemented Amplitude Analytics to better
track and analyze usage patterns, allowing them to make feature improvements that connect with their users.

Customer Stories [ August 15, 2023

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Changing time-series settings

screenElements:
Date Picker
Popover

screenElements:
Accordion
Date Picker
Popover
Dialog

screenPatterns: Edit Confirmation

pageType: Application Application Application Application Application Application Application Application

screenKeywords:
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100 100 100 100 100 100 100
2023-06 2024-12
$75 $75 $75 $75 $75 $75 $75
« 2023 2024 >»
50% 50% 50% 50% 50% 50% 50%
JEIn 7D X 8.5% 8.5% 8.5% 8.5% 8.5% 8.5% 8.5%
‘ Apr May Jun
Jul Aug Sep Jul Aug Sep 100 109 118 128 139 150 163
$7,500 $8,138 $8,831 $9,583 $10,399 $11,285 $12,247
Oct Nov Dec Oct Nov
$3,750 $4,069 $4,415 $4,791 $5,199 $5,642 $6,123
+ Add Variable
v OPERATING EXPENSES
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+ Customers // 100 109 118 128 139 150 163
» @ Revenue _// $10,000 $10,851 $11,774 $12,777 $13,865 $15,047 $16,329
» @ Profit margin _// $5,000 $5,425 $5,887 $6,388 $6,933 $7,523 $8,165
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7L G LB 7 WE 8.5% 8.5% 8.5% 8.5% 8.5% 8.5% 8.5%
Apr May Jun Apr May Jun
Jul Aug Sep Jul Aug Sep 100 109 118 128 139 150 163
$7,500 $8,138 $8,831 $9,583 $10,399 $11,285 $12,247
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f Customers _// 100 109 118 326 128 139 150
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|Changing time-series settings will affect some of your variables. The formula for a
variable at a given date will be taken from the nearest date in the old time-series settings.
The following variables will be affected:

» Customers

» Profit margin

» Revenue
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Month
Date Range:
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$75 $75 $75 $75 $75 $75 $75
« 2023 2024 »
50% 50% 50% 50% 50% 50% 50%
7D X JEIn 7D X 8.5% 8.5% 8.5% 8.5% 8.5% 8.5% 8.5%
Apr May Jun Apr May Jun
Jul Aug Sep Jul Aug Sep 100 109 118 128 139 150 163
$7,500 $8,138 $8,831 $9,583 $10,399 $11,285 $12,247
Oct Nov Dec Oct Nov
$3,750 $4,069 $4,415 $4,791 $5,199 $5,642 $6,123
+ Add Variable
v OPERATING EXPENSES
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pagePatterns:
404 Page
Newsletter Section

screenKeywords:
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Creating a category

screenElements:
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screenPatterns:
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pageType: Application Application Application Application Application Application Application Application Application Application Application Application Application Application


Creating a variable

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Customers

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We help our customers drive business
outcomes with greater speed, agility,
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Vickie Chang
Senior Product Manager at Zillow
Ready to get started?
See how your digital product drives your business.
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digital disruptors.
See why more than 1,900 customers and 26 of the Fortune 100 use Amplitude to answer strategic
questions about how customers use their products and understand how to use these insights to
maximize business outcomes.
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2 Zillow
“Theres so much potential to unlock. Amplitude
helps enable the Zillow team to surface trends,
connect specific features to outcomes, and
continue to innovate on its products. It will help
Zillow continue optimizing its product to support
the offline and online home buying journey for
customers.”
ﬁ’ Vickie Chang
Senior Product Manager at Zillow


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