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Amplitude: Product Analytics & User Insights is a comprehensive, self-paced online course designed for product managers, data analysts, marketers, UX designers, and growth professionals who want to make smarter, data-driven product decisions. This course teaches how to use Amplitude’s powerful product analytics features to track user journeys, uncover behavioral insights, analyze engagement, and measure retention—helping teams build products that users love and keep coming back to.

At its foundation, Amplitude is a world-leading product intelligence and digital analytics platform that empowers organizations to understand how users interact with their products. Unlike traditional web analytics tools that focus on clicks and page views, Amplitude takes a behavioral and event-based approach, allowing teams to analyze specific user actions—such as sign-ups, purchases, feature usage, and in-app engagement—and connect them to key business outcomes like retention, conversion, and revenue growth.

In this course, learners start with the fundamentals of Amplitude—from setting up tracking plans and creating event taxonomies to implementing analytics dashboards. You’ll learn how to capture high-quality user data that reflects real interactions, then explore how to structure and interpret this data to answer critical product questions such as:

• Which features drive engagement and long-term retention?

• Where are users dropping off in the journey, and why?

• How do different user cohorts behave over time?

• What product improvements can lead to higher conversions or fewer churns?

As you move forward, the course delves into advanced Amplitude features, teaching you how to design meaningful analyses using funnels, cohorts, segments, and retention models. You’ll learn how to visualize the complete user journey—from first interaction to conversion—allowing you to identify bottlenecks and opportunities for growth. You’ll also explore how to use Amplitude’s segmentation tools to analyze user behavior by device, region, acquisition channel, or demographic, helping you tailor strategies for different audiences.

One of the most powerful aspects of Amplitude is its cohort analysis capability, which enables you to group users by shared characteristics or behaviors and track their engagement over time. This course provides hands-on practice with building cohorts, analyzing retention curves, and understanding the lifetime value of different user segments. By mastering this, you’ll gain the ability to predict user behavior, design personalized experiences, and improve customer loyalty through data insights.

Another key component of this course is experimentation and predictive analytics. You’ll learn how to use Amplitude Experiment to design A/B tests, measure their outcomes, and make data-informed decisions about product changes. Additionally, you’ll explore Amplitude’s predictive tools that use machine learning models to forecast future user actions—such as churn probability or likelihood to convert—enabling proactive growth strategies instead of reactive fixes.

Through real-world projects, you’ll apply Amplitude to practical product scenarios. You’ll track events, build dashboards, analyze funnels, and interpret data to uncover trends and inform business strategies. These projects mirror the tasks faced by professionals in SaaS companies, e-commerce, and digital startups, helping you build analytical confidence and a strong professional portfolio.

This course goes beyond tool usage—it helps you develop an analytical mindset. You’ll learn how to ask the right questions, structure data for decision-making, and communicate insights effectively across teams. By the end, you’ll be equipped not only to use Amplitude but also to drive measurable business impact using data-driven insights.

Why Learn Amplitude?

In today’s data-driven world, digital products succeed or fail based on how well teams understand their users. Amplitude bridges the gap between product design and business performance by turning raw behavioral data into actionable insights.

Learning Amplitude allows professionals to:

• Understand why users behave the way they do – go beyond vanity metrics and focus on real behavioral drivers.

• Make informed decisions using event-based data rather than assumptions.

• Improve product engagement and retention through continuous experimentation and optimization.

• Collaborate effectively across product, marketing, and data teams using shared dashboards and reports.

• Drive sustainable growth by measuring the true impact of every feature or campaign.

Global organizations like Atlassian, PayPal, Shopify, and HubSpot rely on Amplitude to power their growth and product intelligence. As businesses increasingly adopt product analytics platforms, professionals skilled in Amplitude are in high demand across industries.

What You Will Gain

By completing this course, you will be able to:

• Track and analyze user behavior with event-based analytics: Learn how to plan event structures, implement tracking, and collect accurate behavioral data to understand user journeys.

• Build funnels to understand conversions and drop-offs: Visualize step-by-step user flows to identify friction points and optimize conversions.

• Run retention and cohort analyses for product growth: Learn to evaluate long-term engagement and identify factors driving repeat usage.

• Use Amplitude dashboards and reporting tools: Create clear, visually engaging dashboards to communicate insights across teams.

• Apply predictive analytics and experimentation for decision-making: Use machine learning insights and A/B testing to make informed, data-backed improvements.

• Segment users based on behavior: Discover how to group users into cohorts to tailor engagement and retention strategies.

• Integrate Amplitude with your tech stack: Connect Amplitude to CRMs, marketing automation tools, and data warehouses for a complete analytics ecosystem.

• Translate data into business outcomes: Learn to interpret findings, tell compelling data stories, and present results that drive executive decisions.

Who This Course Is For

This course is ideal for professionals across disciplines who want to make sense of user data and drive growth through analytics:

• Product Managers who want to identify which features matter most and prioritize product improvements.

• Data Analysts who need to interpret behavioral data and generate actionable insights for product teams.

• Marketers looking to measure campaign effectiveness and understand customer journeys.

• UX Researchers & Designers validating how design changes impact user engagement and retention.

• Startups & Entrepreneurs using analytics to test ideas, validate product-market fit, and improve customer experiences.

• Students & Professionals seeking to strengthen their understanding of analytics tools and product data interpretation.

Course Highlights

• Comprehensive learning journey: From foundational setup to advanced analytics, the course covers every stage of Amplitude usage.

• Real-world applications: Learn by analyzing real datasets and working on projects inspired by real business problems.

• Hands-on practice: Apply every concept through guided exercises and live data simulations.

• Data storytelling focus: Develop the ability to turn data into clear insights and actionable narratives.

• Cross-functional perspective: Understand how product, marketing, and data teams can work together through Amplitude.

Hands-On Projects

Throughout the course, you’ll complete practical exercises designed to reinforce learning:

1. Event Tracking Setup: Create an event taxonomy and implement tracking for a web or app environment.

2. Funnel Analysis Project: Build and analyze funnels to identify drop-off points and optimize conversions.

3. Cohort Retention Study: Perform cohort analysis to study user engagement patterns over time.

4. Experiment Design: Conduct A/B testing to measure the effect of new product features or marketing campaigns.

5. Dashboard Reporting: Build dashboards summarizing user metrics and key product KPIs for executive review.

These projects simulate real industry workflows and give you tangible examples to include in your professional portfolio.

Learning Outcomes

By the end of this course, you will have mastered the skills to use Amplitude for end-to-end product analytics and user insights. You’ll understand how to plan tracking, analyze behavioral data, segment audiences, and derive insights that fuel business growth.

You’ll be able to move beyond surface-level metrics and focus on what truly matters—how users engage, what drives retention, and how to build better products through continuous learning and iteration.

Whether you are enhancing an existing product or building a new one, this course gives you the analytical tools and strategic mindset to make confident, data-driven decisions using Amplitude.