Field notes, not content marketing
Make Amplitude work harder: practitioner guides
How-to depth from implementation work: Experiment, session replay, integrations, attribution, identity. Every product claim links to the primary doc it came from.
Identity
How Amplitude decides who's who - and where the user counts leak
Every chart inherits the identity layer's decisions. Here is how Amplitude's ID model actually behaves per its own docs - including the merge that happens retroactively, the one that can't happen at all, and the logout call that quietly manufactures new users.
Read the guide →Experimentation
One name, two tools: picking the right Amplitude experiment for the job
Teams say 'Amplitude Experiment' and mean two different products. Amplitude's own docs split them: Web Experiment for marketers with a visual editor, Feature Experiment for engineering-led, flag-based product tests. Choosing wrong is how experiments stall.
Read the guide →Session Replay
Session Replay that captures the right sessions - and nothing it shouldn't
The two most common Session Replay surprises are opposites: teams that capture nothing (the sample rate defaults to zero) and teams that capture too much (masking left at defaults nobody chose). Both are configuration, and both are documented.
Read the guide →Attribution
What Amplitude actually knows about where your users came from
Half of 'Amplitude attribution' questions dissolve once you know what the SDK already captures by default - and the other half come from expecting an ads-attribution platform, which Amplitude is not pretending to be.
Read the guide →Integrations
The Amplitude integrations that earn their keep (and how the catalog is organized)
Amplitude's directory lists 158 integrations at the time of writing. The useful skill isn't knowing all of them - it's knowing the six connection types they reduce to, and which three wires carry most of the value.
Read the guide →Implementation
Amplitude through Google Tag Manager, with the trade-offs stated up front
GTM is the fastest road to Amplitude events when engineering bandwidth is the bottleneck - and the road has documented potholes. Here's the official-template setup and every limitation Amplitude's own docs state, so you choose it with open eyes.
Read the guide →Integrations
Braze + Segment + Amplitude: who talks to whom, and in which direction
This stack fails in the diagram stage: teams wire 'Braze and Amplitude' without deciding which of the three documented connections they mean, then wonder why sessions look wrong through Segment. Here's the wiring with directions labeled.
Read the guide →Get a free, scored audit of your Amplitude instance
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