Web Analytics

Amplitude Analytics

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Panel rating · 6 judges · How to read the stars

Category median

Sovereignty: not determined

0–5 in half steps. 5 means the rubric's top anchor is met on the evidence.

by Amplitude, Inc. · amplitude.com

An AI-assisted analysis of public evidence — not a hands-on test.

Every score, rationale and verdict on this page is AI-generated. Every claim cites the source it was read from. Nothing here is a human star review — and no score can be bought. How scores are made →

Method and versions

The E-Commerce Marketing Lead v1.0 · The Data Protection Officer v1.0 · The Agency Developer v1.0 · The Growth Analyst v1.0 · The Public-Sector Site Owner v1.0 · The Skeptic v1.0 · rubric v1 · evaluated 30 Oct 2026

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Markdown

[![Amplitude Analytics: AI-assisted analysis on whats-best.ai](https://whats-best.ai/badge/web-analytics/amplitude.svg)](https://whats-best.ai/software/web-analytics/amplitude)

Add ?theme=dark to the image address for dark backgrounds. The badge shows the category and the month of the latest evaluation, and EU-Made where that is the product’s provenance. It never shows a score.

Amplitude Analytics 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 source, captured 29 Oct 2026
Panel verdict: The AI panel rates Amplitude Analytics 2.5/5, the mean of 6 judges. 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. how scores are made
As of: Vendor pages captured 29 Oct 2026 to 1 Nov 2026; evaluated by the panel 30 Oct 2026. all sources

Amplitude Analytics alternatives, European ones first →

Read this page as one judge. Each weighs the same scores by what they care about.

The Public-Sector Site Owner

Weighted verdict

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.

Same scores as the panel view — this lens weights them the way this judge cares.

Scored by The Public-Sector Site Owner

Panel median The Public-Sector Site Owner This judge’s scores over the panel median. Each label opens its reasoning below.

Scores per criterion, in stars out of 5
Criterion	Panel median	The Public-Sector Site Owner
Traffic, sources & campaign reports	3 of 5	2 of 5
Goals, events, funnels & e-commerce	3.5 of 5	3 of 5
Consent-free operation & data minimisation	2 of 5	2 of 5
Data access, export & self-hosting	3.5 of 5	3 of 5
Installation, integrations & performance	2.5 of 5	2 of 5
European sovereignty	2 of 5	2 of 5
Pricing transparency	2.5 of 5	2.5 of 5

Traffic, sources & campaign reports

How this is scored

What the standard reports show: page views, visits and visitors, entry and exit pages, referrers, search engines and social networks as sources, campaigns tagged with UTM parameters, countries, devices and browsers, a real-time view, date comparisons, segments and filters, custom dashboards, scheduled email reports, shared or public dashboards, and whether reports are sampled or complete.

0 — Not a web analytics product; website traffic cannot be measured with it.

3 — Page views and visitors over time with top pages and referrers; campaign parameters, segments and report sharing are basic or not described.

5 — A dashboard with pages, referrers, UTM campaigns, countries and devices, a real-time view, date comparison, filters across all reports, email reports, and dashboards shared with clients or colleagues.

8 — Custom segments and saved views, custom dashboards and report builders, channel grouping that can be configured, Search Console or ad platform data shown beside the traffic, unsampled reports stated, several sites and roll-up reporting in one account, and annotations.

10 — Reporting that a whole organisation runs on: custom dimensions and calculated metrics, anomaly alerts, multi-site and multi-brand roll-ups with roles per site, report accuracy and how visitors are counted explained in a published methodology, and every report reproducible from the raw data.

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The Public-Sector Site Owner

The web analytics pages show page views, sessions, clicks, traffic and conversions, with UTMs and referrers automatically bucketed into channels, a traffic-sources dashboard template, real-time dashboards, and charts shared by link. Beyond that we found no public information on country and device breakdowns, date comparisons, scheduled email reports, or whether reports are sampled, so the fuller reporting our editors rely on cannot be verified from the captured pages. 2 9 3 10 12

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Goals, events, funnels & e-commerce

How this is scored

How the product measures what visitors do: goals for pages and events, custom events with properties, outbound links, downloads, form submissions and scroll depth tracked without code, funnels with drop-off, e-commerce tracking of orders, revenue and products, attribution of conversions to channels and campaigns, cohorts and retention, and conversion data passed back to ad platforms.

0 — Counts page views only; no goals, events or conversions can be defined.

3 — Goals for a page or a custom event; funnels, revenue and attribution are basic or not described.

5 — Goals and custom events with properties, outbound links and file downloads tracked, funnels with drop-off per step, revenue attached to goals or orders, and conversions broken down by source and campaign.

8 — Full e-commerce tracking (products, cart, checkout, orders, revenue) with plugins for named shop systems, several attribution models compared, cohorts and retention, user journeys or paths, forms and scroll depth tracked without code, and conversions sent back to Google Ads, Meta or other ad platforms server to server.

10 — Conversion analysis to the level of a product analytics suite: multi-touch attribution explained, funnels and cohorts on any event or property, revenue reconciled with the shop system, predictive or anomaly metrics with their method stated, and every conversion traceable to the raw event.

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The Public-Sector Site Owner

Funnels with drop-off, conversion-driver analyses with correlation scores, custom events with properties, behavioral cohorts, multi-touch attribution and user journeys are documented, alongside session replay and heatmaps that would help us find where forms are abandoned. We found no public information on order and revenue tracking, shop-system plugins, or forms and scroll depth captured without code. 11 12 2 5

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Consent-free operation & data minimisation

How this is scored

What is collected and whether a consent banner is needed: a cookieless mode with how visitors are counted (daily hash, server-side fingerprint, no identifier), IP addresses truncated or not stored, no cross-site or cross-device profile and no use of data for the vendor's own purposes, data retention settings, opt-out and Do Not Track, a consent mode for features that do need consent, the vendor's stated reading of §25 TDDDG, the CNIL consent exemption and the authorities' rulings on Google Analytics, and guidance for the site's privacy policy. Where the data is processed is scored under sovereignty.

0 — Requires consent for every visit and sets tracking cookies with no privacy settings at all, or shares visitor data for advertising by default.

3 — IP anonymisation or a cookie setting exists and the product is described as GDPR-compliant; how visitors are identified, retention and the consent position are basic or not described.

5 — A documented cookieless or consent-free mode that states how visitors are counted, IP addresses truncated before storage, no cross-site tracking, retention configurable, an opt-out, a consent mode for the features that need one, and a data protection page explaining when a banner is required.

8 — The consent position stated against named law (§25 TDDDG, the ePrivacy Directive, the CNIL exemption or a DPA ruling), identifiers rotated or never created and the method published, personal data never stored by default, pseudonymisation and retention settings per data type, a legal opinion or external audit of the consent-free mode cited, and wording for the privacy policy supplied.

10 — Data minimisation that can be verified: the collection script and processing open to inspection, exactly which fields are stored documented, a consent-free mode recognised by a named authority or certified, accuracy with and without consent stated, and every privacy setting the customer controls listed with its effect.

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The Public-Sector Site Owner

The trust pages document controls we value: preventing the storage of IP addresses, managing ingestion of unexpected personally identifiable information, time-to-live event retention, self-service deletion, and the statement that no personal data is required for core functionality. But we found no public information on a consent-free or cookieless mode, on how visitors are counted, or on the vendor's reading of German telecommunications law and the CNIL exemption, so I cannot tell our council that no consent banner would be needed. 8 7 6

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Data access, export & self-hosting

How this is scored

Whether the data stays the customer's and can leave with them: a reporting API and a raw event export, CSV export of every report, a scheduled export or sync to a data warehouse or BI tool (BigQuery, Snowflake, Looker Studio), no data sampling or limits on history, import of historical data from Google Analytics or another tool, open-source code, and a self-hosted or on-premise edition the customer runs on its own servers.

0 — No export of any kind; the data can only be viewed in the vendor's dashboard.

3 — A CSV export of reports; an API, raw data and history limits are basic or not described.

5 — A documented reporting API, CSV export of all reports, the retention period for raw data stated, and an import of historical data from Google Analytics or a stated migration path.

8 — Raw event data exportable or streamed to a named warehouse or BI tool, an API covering both reporting and data collection, no sampling stated, a self-hosted or on-premise edition with its own documentation, and the data returned or deleted on termination under stated terms.

10 — The customer owns the data end to end: open-source code under a named licence that runs fully self-hosted with feature parity stated, a complete raw export in an open format that another tool can import, and the deletion of every copy on termination documented.

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The Public-Sector Site Owner

Raw events are a documented connection type, streaming to named warehouse partners such as Snowflake and Databricks, data retention per plan is published, and the processing agreement promises return and certified destruction of personal data on termination. We found no public information on CSV export of every report, a migration path from Google Analytics, or a self-hosted edition that could run on our municipal data centre's own servers. 4 9 5 7

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Installation, integrations & performance

How this is scored

What it takes to install and run: the size and loading of the tracking script, plugins and documented set-ups for named CMS and shop systems (WordPress, TYPO3, Shopify, Shopware, WooCommerce), single-page apps and mobile SDKs, a tag manager or Google Tag Manager template, server-side tracking and first-party proxying to avoid ad blockers, team roles and permissions, client and agency accounts, single sign-on, and an uptime or status page.

0 — No documented way to install the product on a website or app.

3 — A tracking snippet to paste into the site; plugins, SDKs, server-side options and roles are basic or not described.

5 — A documented snippet with its size stated, plugins or guides for several named CMS and shop systems, support for single-page apps, team members with roles, and an agency or multi-site account.

8 — A lightweight script or server-side collection documented, a first-party proxy or own tracking domain, SDKs for iOS, Android and named frameworks, a tag manager integration, granular roles per site, single sign-on (SAML), and a public status page with uptime history.

10 — Installation that scales across an organisation: server-side and client-side tracking with an equal feature set, an infrastructure-as-code or API-driven site set-up, white-label for agencies, SLA and support terms published, and the performance impact of the script measured and stated.

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The Public-Sector Site Owner

Set-up is documented as one line of code with no developer required on the free Starter plan, a catalog of 159 integrations with a developer center exists, and team members are unlimited with single sign-on from the Growth plan and SCIM on Enterprise. We found no public information on script size and loading, plugins or guides for named content management systems such as WordPress or TYPO3, or server-side collection. 3 2 4 5

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European sovereignty

How this is scored

Who the contracting entity and the parent company are, where visitor data is collected, stored and processed, and who the subprocessors are (script CDN, collection endpoint, hosting, email reports, support and payment tools). Independently sourced by the sovereignty pipeline; visitor data is personal data under European rulings, so the whole chain counts, not only the database. A self-hosted or open-source edition the customer runs on its own European servers counts as the customer's chain, whatever the vendor's seat.

0 — Non-EU vendor and contracting entity, hosting unstated, subprocessors unnamed, and no data processing agreement offered.

3 — A privacy policy and a data processing agreement exist, but hosting location is unstated or non-EU and the subprocessors are not listed.

5 — EU hosting available and an EU contracting entity or EU representative, but parts of the chain (CDN, collection endpoint, email, support, payment) run through non-EU providers without a stated safeguard, or EU processing relies on a proxy in front of a non-EU service.

8 — EU hosting on named infrastructure, EU contracting entity, subprocessors listed with their locations, a data processing agreement published, and security certifications (ISO 27001, SOC 2) stated — or a self-hosted edition documented that keeps every visitor record on the customer's own servers.

10 — Sovereign end to end and evidenced: European ownership, entity, hosting and every subprocessor, or a self-hosted open-source edition with no call home, data export and deletion documented, and certifications published with their scope rather than implied.

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The Public-Sector Site Owner

The contracting entity and controller is Amplitude, Inc. of San Francisco, hosting is stated as Amazon AWS with the Data Privacy Framework described as covering transfers to a US-West-based AWS environment, and an EU data centre option is listed on every plan, though its location is not confirmed on the captured pages. A processing agreement with 2021 standard contractual clauses and a published subprocessor list exist, but we found no public information on a European contracting entity or representative, and the annual external audits are described only as against known, established industry standards with no certification named. 6 7 8 5

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Pricing transparency

How this is scored

Whether a buyer can compute the real annual cost from public pages alone: price per tier by monthly page views or events, what happens when traffic exceeds the tier, the number of sites and users included, which features (e-commerce, funnels, raw export, API, SSO, longer retention) cost extra, the free tier and its limits, the self-hosted edition and its support, minimum term and setup.

0 — No public prices at all; every customer is a sales call.

3 — A starting price or a free tier exists, but how cost scales with traffic, sites or features is unclear.

5 — Tiers are public with their price per traffic band and main inclusions, but at least one commonly needed piece (overage, extra sites, raw export, SSO, longer retention) is unpriced or "on request".

8 — Every tier priced publicly with its scaling rule (page views, events, sites, users), overage handling stated, add-ons priced, the self-hosted edition's cost or licence stated, minimum term and VAT treatment stated.

10 — Complete price computability: annual cost derivable for a given traffic volume, site count and feature set, with every add-on, setup, support and overage fee and the cancellation and data-return terms published.

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The Public-Sector Site Owner

The pricing page publishes the free tier (Free, 2M Events/month forever, no credit card) and the Plus tier (Starts at $0, first 2M Events/month free, scale up to 70M events) with a detailed matrix of inclusions per plan and add-ons priced as a percentage of your platform plan. But Growth and Enterprise — the tiers with single sign-on, cohorts and professional services — carry only Custom Event based pricing, and we found no public information on minimum term, VAT treatment or setup fees, so our procurement office cannot compute the real annual cost. 5

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European sovereignty — proven facts

0 of 6 dimensions proven

Built only from facts shown on the vendor's own pages. A dimension we could not prove is left open, not scored as zero.

Legal entity	Not determined	—	uncited Report an error
Hosting location	Not determined ⚠ unverified	—	uncited Report an error
Hosting options	Not determined ⚠ unverified	—	uncited Report an error
Open source	Not determined	—	uncited Report an error
Data processing agreement	Not determined ⚠ unverified	—	uncited Report an error
Transfer impact assessment	Not determined	—	uncited Report an error

Questions about Amplitude Analytics

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.

What are the best alternatives to Amplitude Analytics?

As of 4 Nov 2026, the panel rates Matomo (4/5), Piwik PRO Analytics Suite (3.5/5) and Pirsch Analytics (3.5/5) 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 (EU-Made). Ratings are the AI panel’s opinion, formed from public evidence: how scores are made. The full list, with European products first: Amplitude Analytics alternatives.

Where this could be wrong

Evidence ages. The oldest capture behind this page is from 29 Oct 2026. Vendors change pricing and policies without notice; every fact reflects its source as of the capture date shown in the registry.
Weak sourcing — Hosting location, Hosting options, Data processing agreement. Not confirmed on the vendor’s own pages as captured.
AI can misread a source. Extraction and judgement are automated; a citation guarantees traceability, not infallibility. If something here is wrong, say so — no account needed, every report is decided within 5 business days, and accepted corrections are published.

What we left out

A claim that does not survive our checks costs us the claim, not the page. This is what was taken off this one.

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. Know more? Tell us
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. Know more? Tell us
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. Know more? Tell us
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. Know more? Tell us
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. Know more? Tell us
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. Know more? Tell us
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. Know more? Tell us
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. Know more? Tell us
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. Know more? Tell us
3 sovereignty dimensions could not be confirmed on the vendor’s own pages and are shown as unknown. Know more? Tell us
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. Know more? Tell us

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Sources (18)

The pages every claim on this page was read from — each one checked, dated, and kept verifiable.

1 Vendor homepage amplitude.com Checked 29 Oct 2026 Details →
2 Features page (web analytics) amplitude.com Checked 29 Oct 2026 Details →
3 Features page (product analytics) amplitude.com Checked 29 Oct 2026 Details →
4 Integrations page amplitude.com Checked 29 Oct 2026 Details →
5 Pricing page amplitude.com Checked 29 Oct 2026 Details →
6 Privacy policy amplitude.com Checked 29 Oct 2026 Details →
7 Data processing agreement (dpa) amplitude.com Checked 29 Oct 2026 Details →
8 Security / trust page amplitude.com Checked 29 Oct 2026 Details →
9 Traffic, sources & campaign reports — found from sitemap amplitude.com Checked 29 Oct 2026 Details →
10 Traffic, sources & campaign reports — found from sitemap amplitude.com Checked 29 Oct 2026 Details →
11 Goals, events, funnels & e-commerce — found from sitemap amplitude.com Checked 29 Oct 2026 Details →
12 Goals, events, funnels & e-commerce — found from sitemap amplitude.com Checked 29 Oct 2026 Details →
13 Consent-free operation & data minimisation — found from sitemap amplitude.com Checked 1 Nov 2026 Details →
14 Consent-free operation & data minimisation — found from sitemap amplitude.com Checked 1 Nov 2026 Details →
15 Data access, export & self-hosting — found from sitemap amplitude.com Checked 1 Nov 2026 Details →
16 Data access, export & self-hosting — found from sitemap amplitude.com Checked 1 Nov 2026 Details →
17 Installation, integrations & performance — found from sitemap amplitude.com Checked 1 Nov 2026 Details →
18 Code repository (open-source licence) — found from the homepage github.com Checked 1 Nov 2026 Details →