Research on Amplitude
What does Amplitude do?
Amplitude is a self-service digital analytics platform that gives teams deep, actionable insight into user behavior across the customer journey. It allows teams to go beyond surface-level data like page views and clicks to analyze complex behaviors, user attributes, and digital channels.
Amplitude and Google Analytics are popular with businesses that want to track and analyze user behavior. But if you want a customizable and flexible platform, Amplitude is worth considering over Google Analytics.
You can customize Amplitude to focus on the data points and metrics that matter to your business. On the other hand, Google Analytics’ one-size-fits-all tracking and analysis is more restrictive.
Amplitude Analytics vs. Google Analytics 4
Amplitude tracks app and digital product user behavior for product teams from the beginning. Google Analytics’s initial use case was to track website traffic. While it has expanded to cover other areas, it still lacks some of the features product teams need for product analytics.
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| Features | Amplitude Analytics | Google Analytics 4 |
|---|---|---|
| Product Analytics | Data in Amplitude is experience-focused and allows you to visualize the entire customer journey with detailed behaviors and user attributes. That includes merging known and anonymous user IDs when customers switch channels, such as going from a mobile app to a website. Amplitude is primarily focused on product analytics and user behavior analysis. Amplitude approaches analytics from a user’s perspective | Google Analytics has traditionally been focused on marketing analytics to measure the ROI of campaigns within the Google ecosystem and was not built as a product analytics tool. Because of this, users note that the funnel analysis, retention, and segmentation charts are lacking. Google Analytics is focused on website traffic analysis and goal tracking. Approaches analytics from a marketer’s perspective |
| Cohort | Amplitude empowers you to determine user personas based on data, define behavioral cohorts by actions, and add cohorts you create as a segment in your charts. This allows teams to make decisions quickly based on real-time insights. You can sync cohorts to 3rd-party marketing integrations like Facebook, Intercom, Mailchimp, and Braze so that marketing campaigns can be personalized based on in-product behavior. | Google Analytics data can help you determine your target audience and define behavioral cohorts by common attributes. However, cohorting is limited and advanced functionality can require a data analyst with SQL knowledge. |
| Customization | Amplitude is self-serve and enables product, marketing, customer success, engineering, and analysts to explore and share data. Each user can define which metrics are most vital for them to track. You can also choose which view or chart to explore, pick a behavior to review, and refine your audience to dig deeper. It allows businesses to track user behavior, create user segments, and run A/B tests to optimize user experiences | Google Analytics provides default reports. It does not allow users to create custom views, but it does have a customizable interface and an explorations feature for deeper analysis. However, the explorations feature is limited to the data retention settings of the property (either 2 or 14 months in the free version). Deeper analysis and segmentation beyond that would require either GA360 or BigQuery integration. It provides insights into user behavior, such as page views, session duration, bounce rates, and conversion rates |
| Ease of Collaboration | Advanced collaboration features like descriptions, dashboards, and Notebooks let teams provide more context to work together more efficiently. When charts are shared with a team member, a new URL is generated for the chart—so that the second user can edit the chart for their own exploration without impacting the owner’s initial analysis. Links can also be made public. | Charts and reports are shared by sending screenshots, sharing chart links, and sharing via email. Creating custom reports can require participation from a data analyst. Unlike Google Analytics 3, Google Analytics 4 does not provide the ability to create a custom report, save it as a template, and import it to a new property. |
| GDPR Compliance | Amplitude acts exclusively as a data processor under the GDPR when processing customer data. Amplitude also offers an EU data center where customers can choose to have their data hosted. | Amid ongoing confusion in the market about Google Analytics and GDPR compliance, Google Analytics continues to add more technical and security controls. Google Analytics also uses regional data centers. |
| Pricing | Starter (Free plan) | |
| Great for startups and small teams who want to get started with product analytics | Free plan | |
| Growth (starts at $995/month) | ||
| Made for teams that need to scale with full visibility into the customer journey. | start at a retail price of USD $50,000/year | |
| Enterprise | ||
| Built for data-led organizations that drive business strategy with insights. | ||
What does MixPanel do?
Mixpanel is an event-based tracking analytics tool. It tracks user interactions with web and mobile applications. Data collected is used to build custom reports and measure and analyze user behavior, including engagement and retention. Mixpanel enables its users to make better product decisions, improve existing products and design better marketing strategies. Mixpanel works with web applications, in particular, SaaS, but also supports mobile apps.
Mixpanel uses your event data to generate a number of out-of-the-box, fully customizable reports that make it easy for anyone to get started. Mixpanel makes it possible to actually take action right away to boost vital performance indicators like conversion and customer retention. Like Amplitude, Mixpanel integrates with many external tools and solutions, so it can handle large volumes of data from various sources. Also like Amplitude, it has solutions for data import and export. It supports Google Cloud, Azure, AWS, and other data warehouses and cloud storage solutions. Data can be collected using customer data platforms (such as mParticle or Twilio’s Segment) or via one of Mixpanel’s SDKs. Mixpanel has some apps that provide different insights. For example, the Signals App provides insight by finding correlations between user actions, the Impact App provides the impact of a new feature by comparing behavior before and after launch. Impact calculates the user adoption of the launch, the impact of the launch on an important event, and the differences between users that adopt the launch and those that do not.
Mixpanel is a powerful data analysis platform that offers robust tracking and analyzing capabilities to help businesses gain insights into user behavior and engagement. It can provide detailed data on user interactions, retention, conversion rates, and more, allowing businesses to make data-driven decisions to improve their products or services.
Mixpanel is a self-serve, do-most-of-it-all analytics platform designed to help you analyze data, and engage, convert, and retain more users. This tool is used by Uber, Google, Zip Recruiter, GoDaddy, and Twitter. It originally focused more on mobile apps, but has since grown to be more product focused. One of the biggest missions of Mixpanel is to help companies “find product-market fit” faster. This includes making major discoveries like learning about the product’s time-to-value quicker and making data-based decisions.
Unlike Google Analytics, Mixpanel is more like an all-in-one platform that directly plugs into your marketing department and does a little bit of everything. What it lacks in depth it makes up for in convenience and usability. Mixpanel has a reputation for being a more user-friendly product for early-stage startups than Google Analytics, which is viewed as best suited for enterprise-sized established businesses. Mixtable has a user-friendly interface that is simple and intuitive, making it easy for users to navigate and analyze data. Push notifications, team communication, integration with major marketing platforms, and user webhooks – Mixpanel gives you granular data AND empowers you to take action.
GDPR Compliance
Mixpanel describes itself as GDPR compliant. Mixpanel is a first-party analytics provider. When you use Mixpanel, you collect and control the data. As a first-party analytics provider, Mixpanel helps users to maintain the confidentiality and security of their data because it remains under their control.