Optimize Ads on What Users Actually Do — Not Just Clicks
Amplitude records the full behavioral story of every user — activation, retention, and high-LTV cohorts. Connect it to Soku AI to feed those product signals into your Google and Meta ad decisions and build audiences from real engagement.
Amplitude at a Glance
Amplitude is a leading digital analytics platform built for product and growth teams. It captures granular event and session data, then turns it into funnels, retention curves, and behavioral cohorts — the downstream signals that reveal which users actually activate, stick, and pay.
Core Capabilities
Behavioral Cohorts
Build segments from real product behavior — activated users, power users, churn-risk, or any custom event sequence. Cohorts update dynamically as user behavior changes.
Cohorts double as target audiences for paid media and lifecycle campaigns.
Funnels & Conversion
Measure conversion across any multi-step journey, from ad click to signup to activation to repeat use. Spot where users drop off and which sources convert deepest.
Compare conversion by acquisition source, campaign, or creative variant.
Retention Analysis
Retention curves show which acquisition cohorts keep coming back past day 1, week 4, and beyond — the truest signal of acquisition quality.
Predictive Audiences
ML models score every user by likelihood to convert, churn, or reach high lifetime value, creating predictive cohorts you can act on.
Available on Growth plans — ideal seed audiences for lookalike targeting.
Event & Session Data
Capture granular behavioral events and session replays via SDKs across web, mobile, and server — or forward them in from Segment. One unified profile per user.
Audience Syncs
Push behavioral cohorts to destinations including Meta and Google as custom and seed audiences, keeping ad targeting in sync with live product engagement.
AI Agents
Generate cohort reports, funnel breakdowns, and retention curves from a natural-language prompt. AI Agents now drive roughly a quarter of all platform queries.
Analytics APIs
Behavioral Cohort API, Export API, and Taxonomy API give programmatic access to segments and raw event data for custom pipelines and reverse-ETL.
API-key authentication; raw event export for warehouse and audience workflows.
From Ad Click to Retained User in 4 Steps
Soku AI drives and optimizes acquisition. Amplitude measures what happens next. Together they close the loop on downstream value.
Soku Runs Your Ads
Soku AI manages campaigns, creatives, audiences, and budgets across Google and Meta — driving traffic to your product or store.
Amplitude Tracks Real Behavior
Every activation event, funnel step, and session is recorded and tied to a user profile — building cohorts based on what users actually do, not just whether they clicked.
Cohorts Sync to Ad Platforms
High-engagement and high-LTV cohorts sync to Meta and Google as custom and seed audiences, while churn-risk cohorts become suppression or win-back lists.
Signals Flow Back to Soku
Activation, retention, and LTV signals reveal which campaigns acquire the best users — so Soku optimizes spend toward downstream value, not vanity conversions.
Built for Growth & Performance Teams
PLG & SaaS Companies
Optimize paid acquisition toward activation and retention milestones, not just trial signups. Find the channels that bring users who actually adopt the product.
Mobile App Marketers
Connect install campaigns to in-app behavioral cohorts. Build lookalikes from retained, high-LTV users instead of broad install audiences.
Performance Marketers
Move optimization past the click. Feed funnel, retention, and LTV signals into Soku so budget follows downstream value across Google and Meta.
E-Commerce & DTC
Segment buyers by behavior and repeat-purchase patterns, then sync those cohorts to ad platforms to acquire more of your most valuable customers.
Growth Experimentation Teams
Pair Amplitude's behavioral analysis with Soku's ad automation to test which audiences and creatives drive the strongest retention, not just CTR.
Data-Driven Agencies
Tie client ad spend to product engagement metrics. Report on which campaigns produce activated, retained users — a story clicks alone can't tell.
How Soku AI + Amplitude Work Together
Soku owns acquisition. Amplitude owns what happens after the click. Together they optimize the full funnel — from ad impression to retained, high-value user.
Behavior-Based Ad Optimization
Surface Amplitude's activation and retention signals so Soku optimizes Google and Meta campaigns toward users who engage downstream — not just front-end conversions.
Judge campaigns on cohort quality, not vanity click and signup counts.
Audiences From Real Engagement
Sync behavioral and predictive cohorts to ad platforms as custom and seed audiences. Soku models lookalikes from your best-retained, high-LTV users.
Churn-risk cohorts become suppression and win-back audiences.
Closed-Loop Spend Decisions
Amplitude connects ad clicks to weeks of downstream behavior. Feed LTV and retention back into Soku so paid media is continuously tuned to product reality.
Amplitude Pricing
Plans scale by monthly tracked users (MTUs) and event volume. A generous free tier covers early-stage products.
Platform Plans
| Plan | Price | Volume | Includes |
|---|---|---|---|
| Starter | Free | 10K MTUs / 2M events | Analytics templates, Session Replay, feature flags |
| Plus | From $49/mo* | Up to 300K MTUs | Unlimited analytics, behavioral cohorts, custom audiences |
| Growth | Custom | Custom volume | Causal insights, predictive audiences, real-time syncs |
| Enterprise | Custom | Custom volume | Cross-product analysis, advanced controls, dedicated CSM |
Notes
| Item | Detail |
|---|---|
| Plus billing | $49/mo starting price billed annually |
| Predictive audiences | Included on Growth and Enterprise plans |
| Startup Scholarship | 1 year of Growth features free for eligible startups |
| Data capture | SDKs for web, mobile, and server, or forwarded from Segment |
How Amplitude Compares
Amplitude is purpose-built for behavioral product analytics with deep cohorting, retention, and audience syncs.
| Capability | Amplitude | Mixpanel | GA4 |
|---|---|---|---|
| Primary Focus | Product / behavioral analytics | Product analytics | Web & marketing analytics |
| Behavioral Cohorts | Deep, dynamic, syncable | Strong cohorting | Basic audiences |
| Retention Analysis | Native, flexible curves | Native | Limited |
| Predictive Audiences | ML-scored (Growth) | Limited | Predictive metrics |
| Audience Sync to Ads | Meta & Google syncs | Via integrations | Native to Google Ads |
| AI Agents | Cohort/funnel/retention AI | AI assist | Insights & explanations |
| Session Replay | Included from free tier | Add-on | Not native |
| Free Tier | 10K MTUs / 2M events | 1M events/mo | Free (sampling at scale) |
Frequently Asked Questions
What is Amplitude?
Amplitude is a digital analytics platform built for product and growth teams. It captures event and session data, then turns it into funnels, retention curves, and behavioral cohorts that reveal which users activate, retain, and become high-value customers.
How does the Soku AI integration work?
Soku AI runs and optimizes your Google and Meta campaigns. Amplitude measures what users do after they click — activation, retention, LTV. Those behavioral signals and cohorts feed back into Soku so paid media is optimized for downstream value and audiences are built from real engagement. It is about pulling product signals into ad decisions, not a one-click toggle.
Can Amplitude cohorts be used as ad audiences?
Yes. Amplitude lets you sync behavioral cohorts to destinations including Meta and Google as custom and seed audiences. High-engagement and high-LTV cohorts become lookalike seeds, while churn-risk cohorts can power suppression and win-back audiences.
Is there a free plan?
Yes. Amplitude's Starter plan is free and supports up to 10,000 monthly tracked users and 2 million events per month, including analytics templates, Session Replay, and feature flags. Paid Plus plans start at $49/month billed annually.
What are predictive audiences?
On Growth plans, Amplitude uses machine learning to score users by their likelihood to convert, churn, or reach high lifetime value, producing predictive cohorts. These are strong seed audiences for paid media — you can invest more in lookalikes of likely-high-LTV users and less on segments predicted to churn.
How is Amplitude different from GA4?
GA4 is primarily web and marketing analytics centered on sessions and traffic. Amplitude is purpose-built for behavioral product analytics — deep, dynamic cohorts, flexible retention analysis, cross-platform user profiles, and audience syncs. For optimizing ads on activation and retention rather than clicks, Amplitude's behavioral depth is the differentiator.
How does Amplitude capture data?
Amplitude ingests events directly from your application via SDKs for web, mobile, and server, or forwarded from a CDP like Segment. Events are tied to a unified user profile so behavior across platforms rolls up to one identity.
Can this help reduce wasted ad spend?
Yes. By optimizing toward users who activate and retain — and by building audiences from real product engagement — you stop paying for traffic that converts on the surface but never sticks. Combined with Soku's ad automation, spend shifts toward the sources that drive durable, high-LTV growth.
Optimize Ads on Real Product Behavior
Connect Amplitude to Soku AI and turn behavioral cohorts, retention, and LTV into smarter Google and Meta ad decisions — closing the loop between ad spend and what users actually do.