# Amplitude Analytics — Web Analytics

Amplitude Analytics by Amplitude, Inc. holds a panel rating of 2.5/5 from 6 AI judges (category median 2.5/5), as of 2026-10-30. Provenance: Rest of world; sovereignty: not determined.

- Vendor: Amplitude, Inc. (https://amplitude.com/de-de)
- Category: [Web Analytics](https://whats-best.ai/software/web-analytics.md)
- Provenance (editorial classification): Rest of world
- Canonical page: https://whats-best.ai/software/web-analytics/amplitude
- Alternatives: https://whats-best.ai/software/web-analytics/amplitude/alternatives ([markdown](https://whats-best.ai/software/web-analytics/amplitude/alternatives.md))
- Data as of: 2026-11-04 · evaluated 2026-10-30 · oldest source captured 2026-10-29

**AI-generated.** Every score, rationale and verdict here is written by a panel of AI judges from public evidence — an analysis, not a hands-on test. Every fact quotes the vendor page it was read from. No score can be bought. How scores are made: https://whats-best.ai/methodology

## At a glance

- Vendor: Amplitude, Inc.
- Headquarters: Not stated on the vendor’s pages as of 1 Nov 2026
- Data hosting: Not stated on the vendor’s pages as of 1 Nov 2026
- Free plan: Yes, per the vendor’s own page [S1]

## The panel's verdict

Amplitude Analytics is judged strongest on conversions and events: funnels with converted and dropped-off views, conversion drivers with correlation scores, cohorts, multi-touch attribution and session replay are documented in depth. Data ownership follows at 6-7, with raw events streaming to named warehouses Snowflake and Databricks and termination promising data return with a destruction certificate within ten business days. The weakest area is consent and privacy, a flat 4: the captured pages show no public information on a cookieless or consent-free mode, how visitors are counted, or a position on §25 TDDDG or the CNIL exemption, leaving the consent-banner question open. Pricing transparency scores 4-5: a free 2M Events/month tier and a $0K-to-$30K Plus chart are published, while Growth and Enterprise carry only custom event-based pricing. Sovereignty spans 4 to 6 — an EU data centre option on every plan and 2021 SCCs under Dutch law set against the San Francisco contracting entity and the US-West AWS transfer framing. Traffic reporting and implementation also spread from 4 to 6 without registering as disagreements.

**Speaks for it:**
- Funnels with converted and dropped-off views, conversion drivers with correlation scores, cohorts and multi-touch attribution are documented in depth
- Raw events stream to named warehouses such as Snowflake and Databricks, with termination promising data return and a destruction certificate within ten business days
- Set-up is one line of code with no developer required on the free Starter plan, with team members unlimited on every plan
- The free tier is published as 2M Events/month forever with no credit card, and the Plus comparison chart runs from $0K to $30K up to 20M events
- An EU data centre option is included on every plan, backed by a published data processing agreement with the 2021 SCCs under Dutch law

**Held against it:**
- Consent and privacy scores a flat 4: we found no public information on a cookieless or consent-free mode, on how visitors are counted, or on a position on §25 TDDDG or the CNIL exemption
- Growth and Enterprise carry only custom event-based pricing, and add-ons are priced as a percentage of the platform plan, so annual cost is not computable from public pages
- We found no public information on country and device breakdowns, date comparisons, scheduled email reports, or whether reports are sampled
- We found no public information on order and revenue tracking or plugins for named shop systems, with e-commerce present only as an integration category
- The contracting entity is Amplitude, Inc. of San Francisco, all customer data is hosted in Amazon AWS with transfers framed to a US-West-based AWS environment, and we found no public information on an EU contracting entity or EU representative

**Best for:**
- You need funnel-grade conversion analysis — converted versus dropped-off views, conversion drivers with correlation scores, cohorts, multi-touch attribution — for product and campaign work
- Your data team wants raw events streamed into a warehouse such as Snowflake or Databricks on a nightly basis
- You want a self-serve start: the Free tier is 2M Events/month forever with no credit card and a one-line install
- Your marketing team tracks return on ad spend with Google and Meta

**Avoid if:**
- You must run without a consent banner on the strength of public documentation — the consent position rests on an internal GDPR review and the vendor's own site sets advertising-category cookies
- Your procurement requires a European contracting entity — the captured pages name only Amplitude, Inc. of San Francisco, hosting all customer data in Amazon AWS
- You need to budget Growth or Enterprise in advance — both tiers are custom event-based pricing with add-ons priced as a percentage of the platform plan
- Your e-commerce reporting needs order and revenue tracking in the core product — e-commerce appears on the captured pages only as an integration category

## Scores by judge and criterion

Scores out of 5, each judge scoring independently against the published rubric (v1). "n/r" = not rated: the vendor publishes no price, or the judge found no public information on that criterion.

| Criterion | The E-Commerce Marketing Lead | The Data Protection Officer | The Agency Developer | The Growth Analyst | The Public-Sector Site Owner | The Skeptic |
| --- | --- | --- | --- | --- | --- | --- |
| Traffic, sources & campaign reports | 3/5 | 2.5/5 | 3/5 | 3/5 | 2/5 | 2/5 |
| Goals, events, funnels & e-commerce | 3.5/5 | 3.5/5 | 3.5/5 | 4/5 | 3/5 | 3/5 |
| Consent-free operation & data minimisation | 2/5 | 2/5 | 2/5 | 2/5 | 2/5 | 2/5 |
| Data access, export & self-hosting | 3/5 | 3/5 | 3.5/5 | 3.5/5 | 3/5 | 3.5/5 |
| Installation, integrations & performance | 2.5/5 | 2.5/5 | 2/5 | 3/5 | 2/5 | 2.5/5 |
| European sovereignty | 3/5 | 2/5 | 2.5/5 | 2/5 | 2/5 | 2/5 |
| Pricing transparency | 2.5/5 | 2.5/5 | 2/5 | 2.5/5 | 2.5/5 | 2.5/5 |
| **Weighted verdict** | **3/5** | **2.5/5** | **2.5/5** | **3/5** | **2.5/5** | **2.5/5** |

### The judges

- **The E-Commerce Marketing Lead** (v1.0): Runs marketing for a Shopware shop selling outdoor gear in Germany and Austria, with a monthly ad budget split between Google, Meta and two price comparison sites. Since the consent banner went live, a third of the orders no longer show a source. Wants revenue per campaign that matches the shop backend, a checkout funnel that shows where carts are left, conversions sent back to the ad platforms, and numbers that hold without a click on "accept".
- **The Data Protection Officer** (v1.0): External data protection officer for eleven mid-sized companies, three of which still ran Universal Analytics when the Austrian authority ruled on it. Reads the data policy before the feature page: which fields are stored, how a visitor is counted without a cookie, whether the IP address is cut before it is written, who the subprocessors are and where. Signs off a site without a banner only when the vendor states its reading of §25 TDDDG in writing.
- **The Agency Developer** (v1.0): Lead developer at a twelve-person web agency that runs forty client sites on WordPress and TYPO3 and a few Shopify shops. Installs the analytics once per site and answers for it for years. Wants a small script or server-side collection, a plugin per CMS, an own tracking domain so ad blockers do not cut the numbers in half, client accounts with their own logins, and a price that does not jump when one client goes viral.
- **The Growth Analyst** (v1.0): Product and growth analyst at a B2B SaaS in Munich with a marketing site, a web app and a mobile app. Needs signups traced from the first campaign click to the first paid invoice, funnels and cohorts on custom events, and the raw events in the company's warehouse every night. Has moved tracking twice and knows that a tool without a raw export means starting the history again from zero.
- **The Public-Sector Site Owner** (v1.0): Web editor for a district administration whose site serves 400,000 residents, from vehicle registration to daycare places. The state data protection authority publishes guidance on analytics, and the council will not show a cookie banner on a public service. Needs to know which pages people search for and where forms are abandoned, with data that stays in Germany or on the municipal data centre's own servers, and a contract the procurement office can sign.
- **The Skeptic** (v1.0): Has seen "no cookie banner needed" on a tool that fingerprints every visitor, "EU-hosted" on a proxy in front of a US data store, and "unlimited" data history that ends with the subscription. Reads that a product is "GDPR-compliant" and asks which ruling the vendor means, what is stored per visit, whether the history can be exported in a format another tool imports — and what leaving would cost.

## European sovereignty — proven facts

Built only from facts on the vendor's own pages; a dimension we could not prove is left open, never scored as zero. Headline: not determined.

| Dimension | Finding | Points | Source |
|---|---|---|---|
| Legal entity | Not determined | — | — |
| Hosting location | Not determined | — | — |
| Hosting options | Not determined | — | — |
| Open source | Not determined | — | — |
| Data processing agreement | Not determined | — | — |
| Transfer impact assessment | Not determined | — | — |

## Key facts

Each fact is the vendor's own statement, cited to the source page it was read from ([S*n*] → Sources).

**Compliance**
- Audit frequency: annual · yes [S7]
- Audit limitation months: 12 [S7]
- Breach notification hours: 48 [S7]
- CCPA no sale: no [S6]
- CCPA sensitive info: Sensitive personal information not used or disclosed beyond CCPA-permitted purposes [S6]
- Data privacy framework: EU-US DPF · UK Extension · Swiss-US DPF [S7]
- Data returned after termination: yes [S7]
- DPA effective date: 2026-05-13 [S7]
- DPA scc: yes [S8]
- Dpf certification: yes · yes [S8]
- Dpf dispute resolution: JAMS · yes [S6]
- Dpf enforcement: FTC [S6]
- Dpf transfer environment: US-West-based AWS environment [S8]
- Dsr forwarding deadline: 3 [S7]
- EU data center: yes [S5]
- GDPR: GDPR compliant [S8]
- Google API policy: yes [S6]
- Gpc: browser-specific · yes [S6]
- International transfer safeguards: Cross-border transfer safeguards include EU standard contractual clauses [S6]
- Last updated: 2026-08-31 [S6]
- Privacy contact email: privacy@amplitude.com [S6]
- Scc governing law: Netherlands [S7]
- Scc incorporated: yes · 2021 [S7]
- Scc subprocessor notice days: 10 [S7]
- Security measures: Physical access controls, encryption, firewalls, detection and monitoring [S6]
- UK addendum: yes [S7]

**Data**
- Automated decision making: no · no [S6]
- Children: 13 [S6]
- Cookie opt out sharing: yes [S6]
- Customer in product tracking opt out: yes [S6]
- Data subject rights: Rights include access, correct, delete, object, restrict, obtain copy, withdraw consent; apply globally [S6]
- Destruction certificate days: 10 [S7]
- End user requests via customer: Customer end users must contact the customer directly for access, amendment or deletion [S6]
- Opt out appeals: yes [S6]
- Payment card storage: no [S6]
- Processor role: Amplitude acts as processor for Customer End User Data, processing only on customer instructions [S6]
- Response time: 30 [S6]
- Retention controller: Controller-held personal data deleted or anonymized when no longer needed [S6]
- Retention principle: Customer End User Data retained only as long as necessary for the product or legal obligations [S6]

**Hosting**
- Provider: AWS [S7]

**Integrations**
- Catalog count: 159 [S4]
- Categories: Categories include Ecommerce, CRM, Attribution, CDP, Collaboration, Customer Engagement, Data Warehouse/Data Lake, Experimentation, Marketing Analytics, Marketing Automation, Marketplace, Messaging, Privacy, Qualitative Feedback, Reverse E… [S4]
- Connection types destination: Cohorts · Event Streaming · Merged Users IDs · Profile API · Raw Events [S4]
- Connection types source: Group Properties · Raw Events · SDKs · User Properties [S4]
- Custom systems: We can integrate with any system [S4]
- Google login: Google OAuth login available; GSuite directory contacts can be invited [S6]
- Recommended: Snowflake · Databricks · Census [S9]
- Roas google meta: return on ad spend metrics · Google · Meta · warehouse data [S2]
- Webhooks: no · yes · yes · yes [S5]

**Legal**
- Address: Amplitude, Inc. · 201 Third Street, Suite 200, San Francisco, CA 94103 [S6]
- Controller: Amplitude, Inc. is controller of website visitor and customer personal data [S6]
- Dispute notice: yes · yes [S6]
- Previous DPA versions: 2025-10-15 · 2025-09-30 · 2025-06-09 · 2024-06-04 [S7]
- Privacy notice: yes [S8]

**Pricing**
- Conversion drivers plans: Growth · Enterprise [S12]
- Enterprise custom pricing: Enterprise · event based, custom [S5]
- Free no credit card: no [S5]
- Free price: Free · 0 · 2000000 [S5]
- Growth custom pricing: Growth · event based, custom [S5]
- Plus comparison chart: $0K · $30K · 20M events [S5]
- Plus credit card required: yes [S5]
- Plus data retention: 2 [S5]
- Plus max events: 70000000 [S5]
- Plus starts at: Plus · 0 · 2000000 [S5]
- Startup scholarship: one free year on Growth plan · yes · under $10M funding and fewer than 20 employees [S5]

**Product**
- Access reviews quarterly: quarterly [S7]
- Accounts group analytics: Growth · Enterprise [S5]
- Activation addons: Growth · Enterprise · 50 [S5]
- Activation identity resolution: yes [S5]
- Activation unlimited sources destinations: yes [S5]
- Active experiments: 1 · 1 · 2 · 2 [S5]
- Addons pricing model: percentage of platform plan [S5]
- Advanced permissions SCIM: yes [S5]
- Agent analytics sessions: 5000 · 5000 · 10000 · 20000 [S5]
- AI agents: AI Agents vorhanden [S1]
- AI analysis: yes [S3]
- AI data assistant: yes [S5]
- AI feedback: KI-Feedback / AI Feedback Modul vorhanden [S1]
- AI feedback records: 2000 · 2000 · 2000 · 2000 [S5]
- AI transparency: KI-Transparenz: Analyse, wie LLMs über die Marke sprechen [S1]
- All plans include: Amplitude AI, Analytics, Session Replay, Experimentation, Guides and Surveys, Activation [S5]
- Analytics free tier features: yes [S5]
- Anomaly alerts: yes [S3]
- Background checks: yes [S7]
- Behavioral cohorts: no · yes · yes · 20 [S5]
- Better together combos: Analytics + Activation · Analytics + Experimentation · Analytics + Session Replay [S2]
- Branding guides: Amplitude-branded · add-on for whitelabeled · whitelabeled · whitelabeled [S5]
- Case study calm retention: retention tripled after switching to Amplitude · Calm [S10]
- Case study life360: uses Amplitude real-time dashboard for monitoring tracked data · Life360 [S10]
- Churn analysis: yes [S3]
- Combine events inline: Funnel Analysis supports combining events inline in chart controls without creating a permanent custom event [S11]
- Conversion driver metrics: correlation_score · behavior_frequency · percent_users_engaging · time_to_convert [S12]
- Conversion drivers: yes [S12]
- Conversion drivers requirements: yes · yes [S12]
- Converted dropped off tabs: Converted · Dropped Off [S12]
- Cookie categories: essential · performance · functionality · advertising [S6]
- Cookie disclaimer: Cookie/subprocessor list may be incomplete and subject to change [S6]
- Correlation score range: -1 · 1 [S12]
- Customer count: over 4,500 companies [S3]
- Customer trust portal: yes [S8]
- Data access controls: yes [S5]
- Data access controls: yes [S8]
- Data access retention: 1 year · 2 years · unlimited · unlimited [S5]
- Data governance: Daten-Governance Modul vorhanden [S1]
- Data latency: seconds after user action [S10]
- Data management autocapture: yes [S5]
- Default tracked events: page views · sessions · clicks · traffic · conversions [S2]
- Demo access: yes · yes [S9]
- Demo available: yes [S3]
- Dsar API: yes [S8]
- Encryption standards: FIPS 140-2 · NIST SP800-52 [S7]
- Event retention controls: Time to Live event retention controls · yes [S8]
- Experiment addons: Growth · Enterprise · unlimited active experiments · MAB · stratified sampling · sticky bucketing · approval workflows · holdout & mutual exclusion groups [S5]
- Experiment causality: Amplitude Experiment recommended for determining causality [S12]
- Experimentation: yes [S3]
- Feature adoption tracking: track feature adoption in real time [S10]
- Feature experimentation: Feature Experimentation Modul vorhanden [S1]
- Feature flags: yes [S5]
- Forecasting alerts: no · limited · yes · yes [S5]
- Free plan no time limit: no · no [S5]
- Free starter available: Starter (free) · yes [S3]
- Free starter plan: Free Starter plan with one line of code, no developer required [S2]
- Free tier: yes · 10000 [S1]
- Funnel comparison: yes [S3]
- G2 ranking: ranked #1 in multiple categories by G2 [S9]
- Guides and surveys: In-app Guides and Surveys [S2]
- Guides surveys: 1 · 1 · 2 · 2 [S5]
- Inline event chart scoped: Inline events apply only to the specific chart and are not accessible elsewhere [S11]
- Inline event filtering: Inline events support adding filter properties per inline event [S11]
- Inline event microscope limitations: Show User Journeys, Explore Conversion Drivers, and Show User Paths are unavailable via Microscope for inline event steps [S11]
- Inline event nesting limit: Custom events can't contain other custom events [S11]
- Ip address governance: yes [S8]
- Letgo ab testing: A/B testing using Amplitude tools · letgo [S10]
- Marketing modules: Connect marketing efforts to product engagement; optimize spend in real time [S2]
- Mcp integration: Amplitude MCP liefert Insights in Claude, Cursor und andere KI-Plattformen [S1]
- Mcp server: yes [S8]
- Metric tracking: yes [S3]
- MFA required: yes [S7]
- Monitoring: 24/7/365 [S7]
- Mtu ev limits: up to 2M EV · up to 700K MTU / 70M EV · custom · custom [S5]
- Multi touch attribution: Multi-touch attribution [S2]
- Natural language charts: yes [S3]
- Parallel experiments: run parallel experiments with rapid results [S10]
- Penetration testing: at least annually · yes [S7]
- Pii controls: yes [S8]
- Platform description: Amplitude bezeichnet sich als KI-Analyseplattform [S1]

**Subprocessors**
- Addthis: AddThis · social sharing buttons · Advertising [S6]
- Advance notice days: 30 [S7]
- Datadog: Datadog · logging and operational monitoring · Functional [S6]
- Facebook: Facebook · ad conversion tracking · Advertising [S6]
- Google ads: Google Ads / Google Ad Manager · ad and conversion tracking · Advertising [S6]
- Google analytics: Google Analytics · website analytics · Performance [S6]
- Intercom: Intercom · support and communication services · Functional [S6]
- List URL: https://www.amplitude.com/subprocessor-list [S7]
- Microsoft advertising: Microsoft Advertising · ad conversion tracking · Advertising [S6]
- Mutiny: Mutiny · visitor identification · Functional [S6]
- Partnerstack: Partnerstack · visitor identification · Functional [S6]
- Sentry: Sentry · logging and operational monitoring · Functional [S6]
- Statsig tom URL: https://statsig.com/trust/security [S7]
- Stripe: Stripe · payment processing [S6]

**Support**
- Assigned account manager: yes [S5]
- Customer support: no · online support · yes · yes [S5]
- Developer docs: Developer documentation for Data Connections in the Amplitude Developer center [S4]
- Professional services: no · no · yes · yes [S5]
- Response SLA: 2 business days · 1 business day [S5]

28 more facts on the canonical page: https://whats-best.ai/software/web-analytics/amplitude

## Questions

### Is Amplitude Analytics European?

No. whats-best.ai classifies Amplitude Analytics as Rest of world.

### Where does Amplitude Analytics store data?

Not stated on the vendor’s pages as of 1 Nov 2026.

### Does Amplitude Analytics have a free plan?

Yes. Amplitude Analytics has a free plan, per [the vendor’s page captured 29 Oct 2026](https://whats-best.ai/evidence/12261).

### What are the best alternatives to Amplitude Analytics?

As of 4 Nov 2026, the panel rates [Matomo (4/5)](https://whats-best.ai/software/web-analytics/matomo), [Piwik PRO Analytics Suite (3.5/5)](https://whats-best.ai/software/web-analytics/piwik-pro) and [Pirsch Analytics (3.5/5)](https://whats-best.ai/software/web-analytics/pirsch) highest among the other 17 Web Analytics products evaluated. Ratings that look equal are rounded to half stars; the order uses the unrounded rating, then the name. The highest-rated European alternative is [Piwik PRO Analytics Suite](https://whats-best.ai/software/web-analytics/piwik-pro) (EU-Made). Ratings are the AI panel’s opinion, formed from public evidence: [how scores are made](https://whats-best.ai/methodology#ordering). The full list, with European products first: [Amplitude Analytics alternatives](https://whats-best.ai/software/web-analytics/amplitude/alternatives).

## What this page leaves out

- 46 product facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 18 compliance facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 12 integrations facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 9 support facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 4 subprocessors facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 3 pricing facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 2 data facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 1 hosting fact could not be confirmed on the vendor’s page as captured and was left out of this page and of the panel’s material.
- 1 legal fact could not be confirmed on the vendor’s page as captured and was left out of this page and of the panel’s material.
- 3 sovereignty dimensions could not be confirmed on the vendor’s own pages and are shown as unknown.
- 6 of the readings below were written against an earlier fact sheet — a fact has been corrected, added or pulled since. Until the panel next runs on this product you are reading the older judgement.

## Sources

- [S1] Vendor homepage: https://amplitude.com/de-de (checked 2026-10-29)
- [S2] Features page (web analytics): https://amplitude.com/web-analytics (checked 2026-10-29)
- [S3] Features page (product analytics): https://amplitude.com/amplitude-analytics (checked 2026-10-29)
- [S4] Integrations page: https://amplitude.com/integrations (checked 2026-10-29)
- [S5] Pricing page: https://amplitude.com/pricing (checked 2026-10-29)
- [S6] Privacy policy: https://amplitude.com/privacy (checked 2026-10-29)
- [S7] Data processing agreement (dpa): https://amplitude.com/dpa (checked 2026-10-29)
- [S8] Security / trust page: https://amplitude.com/security-and-privacy (checked 2026-10-29)
- [S9] Traffic, sources & campaign reports — found from sitemap: https://amplitude.com/templates/website-traffic-sources-dashboard (checked 2026-10-29)
- [S10] Traffic, sources & campaign reports — found from sitemap: https://amplitude.com/guides/real-time-analytics (checked 2026-10-29)
- [S11] Goals, events, funnels & e-commerce — found from sitemap: https://amplitude.com/docs/analytics/charts/funnel-analysis/funnel-analysis-combine-events (checked 2026-10-29)
- [S12] Goals, events, funnels & e-commerce — found from sitemap: https://amplitude.com/docs/analytics/charts/funnel-analysis/funnel-analysis-identify-conversion-drivers (checked 2026-10-29)
- [S13] Consent-free operation & data minimisation — found from sitemap: https://amplitude.com/docs/data/privacy-and-consent-implementation (checked 2026-11-01)
- [S14] Consent-free operation & data minimisation — found from sitemap: https://amplitude.com/docs/get-started/cookies-and-consent-management (checked 2026-11-01)
- [S15] Data access, export & self-hosting — found from sitemap: https://amplitude.com/docs/data/csv-import-export (checked 2026-11-01)
- [S16] Data access, export & self-hosting — found from sitemap: https://amplitude.com/docs/data/sources/export-api-differences (checked 2026-11-01)
- [S17] Installation, integrations & performance — found from sitemap: https://amplitude.com/docs/get-started/install-with-snippet (checked 2026-11-01)
- [S18] Code repository (open-source licence) — found from the homepage: https://github.com/amplitude (checked 2026-11-01)

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Cite as: whats-best.ai, "Amplitude Analytics — Web Analytics", AI panel analysis, as of 2026-11-04. https://whats-best.ai/software/web-analytics/amplitude

Corrections: https://whats-best.ai/correct/1149?target=page