Amplitude

Active

Amplitude is a hosted product analytics platform with US and EU data centers and plans billed by events, including a free plan. Its browser SDK keeps device and session IDs in cookies by default; a setting turns off both cookies and local storage, at the cost of a new device ID on every visit.

  • Product analytics
  • Cloud
  • Based in United States
  • Founded 2012
  • Checked 17 Sep 2026

Tracking script

64.0 KB compressed

238.3 KB uncompressed · measured 17 Sep 2026

0.5 KB1 KB5 KB10 KB50 KB100 KBAckee: 8.08 KBAdobe Analytics: 52.0 KBAptabase: 1.27 KBCabin: 1.17 KBCounter.dev: 0.43 KBCountly: 36.4 KBCrazy Egg: 2.65 KBDataFast: 5.13 KBDatabuddy: 11.0 KBFathom Analytics: 2.04 KBFullstory: 93.7 KBGoatCounter: 3.24 KBGoogle Analytics 4: 145.9 KBHeap: 6.01 KB (loader file)Humblytics: 16.2 KBKoko Analytics: 0.81 KBLite Analytics: 1.09 KBLitlyx: 1.17 KBMatomo: 21.6 KBMicroanalytics: 1.15 KBMicrosoft Clarity: 0.51 KB (loader file)Mixpanel: 32.7 KBOpenPanel: 3.20 KBOvertracking: 4.80 KBPendo: 233.1 KBPirsch: 3.42 KBPiwik PRO: 22.9 KBPlausible: 2.43 KBPostHog: 95.3 KBPretty Insights: 6.83 KBRybbit: 10.6 KBSeline: 1.89 KBSentinelPro: 5.19 KBSimple Analytics: 3.74 KBStatable: 2.18 KBSwetrix: 6.05 KBTelemetryDeck: 0.47 KBTinyAnalytics: 6.99 KBUmami: 2.26 KBVemetric: 2.71 KBVisitors: 6.99 KBAmplitude: 64.0 KB64.0 KB
Heavier than 35 of the 39 other measured scripts. Each line is one tool; hover to see which.

Price

FromFree
At 100k eventsFree

Billed by events · checked 17 Sep 2026

$0$2932$58631M10MUp to 2,000,000 events: Free (Free)Up to 3,000,000 events: $94/mo (Plus)Up to 5,000,000 events: $281/mo (Plus)Up to 7,500,000 events: $495/mo (Plus)Up to 10,000,000 events: $719/mo (Plus)Up to 12,500,000 events: $944/mo (Plus)Up to 15,000,000 events: $1170/mo (Plus)Up to 17,500,000 events: $1394/mo (Plus)Up to 20,000,000 events: $1575/mo (Plus)Up to 25,000,000 events: $2012/mo (Plus)Up to 30,000,000 events: $2449/mo (Plus)Up to 35,000,000 events: $2887/mo (Plus)Up to 40,000,000 events: $3324/mo (Plus)Up to 45,000,000 events: $3762/mo (Plus)Up to 50,000,000 events: $4139/mo (Plus)Up to 60,000,000 events: $5001/mo (Plus)Up to 70,000,000 events: $5863/mo (Plus)Free at 100k
Cheapest monthly price for each published traffic level, in events. Hover a point for the plan.
All plans and prices →

Privacy and data

Cookies
Optional
cookieless mode available
Data location
EU or US
Cloud
Self-hosting
No
Source code
Closed

Plans

Free plan
Yes
up to 2,000,000 events a month
Billing unit
Events
Sites on entry plan
Unlimited
Data retention
2 years

Strengths

  • The Free plan includes 2 million events a month, unlimited team members, 10,000 session replays a month and product and web analytics, according to the plan comparison.
  • Organizations can keep data in Amplitude’s EU data center, which is chosen at signup and offered on every plan. The browser SDK then sends events with its server zone set to EU.
  • With autocapture, Browser SDK 2 records page views, sessions, form starts and submissions, file downloads and campaign attribution by default. Element clicks, rage clicks and dead clicks can be switched on.
  • The marketing analytics section reports traffic by channel and by campaign, page engagement with bounce, entry and exit rates, ad performance and conversion, and it can be filtered by domain.
  • Dashboards can be sent on a schedule by email, with optional CSV files, or to Slack channels, and charts, dashboards and notebooks can be shared through public links or embed codes.

Watch-outs

  • Browser SDK 2 sets cookies that keep a device ID, session data and campaign details for 365 days by default, and Amplitude notes that they may appear as soon as the SDK initializes.
  • With identityStorage set to none, the SDK keeps no identity in the browser, but every visit gets a new device ID, so visits are linked only after a visitor is identified.
  • Free accounts that go over the monthly event limit three times are blocked from charts and dashboards, and Amplitude deletes an account that stays over the limit six months after the first block.
  • Free keeps one year of data available and allows 10 saved charts per organization, and campaign reporting on Free and Plus is limited to two channel views.
  • Session replays are kept for one month on every plan, and longer replay retention is an add-on for Growth and Enterprise.

Who it suits

Amplitude sells one hosted platform for product and web analytics, session replay, experiments, guides and surveys, and its pricing page says every plan includes all of it and unlimited seats. The Free plan allows 2 million events a month with no time limit and no credit card.

Amplitude aims Plus at small teams finding product-market fit. It starts with the same 2 million free events, requires a card and scales to 70 million events, with heatmaps, alerts, webhooks and two years of data. Growth and Enterprise are quoted individually and add SSO, custom data retention and unlimited data access.

The documentation describes no self-hosted edition, and the browser SDK uses cookies by default; see what “cookieless” means here.

Setup

Create a project under Settings > Organization settings > Projects and copy its API key. Amplitude offers three ways to add the browser SDK: the Unified Script, a single script tag served from its CDN; the @amplitude/unified npm package; or a Google Tag Manager template. The analytics-only package is @amplitude/analytics-browser, initialized with amplitude.init and the API key.

On WordPress, the official Amplitude plugin is installed from Plugins > Add New Plugin and needs only the API key, with Session Replay as an option. To keep bots out, create a Bot Traffic filter under Filters > Block Filters. A domain proxy that you run yourself can relay events to Amplitude’s HTTP API.

  • Single snippet
  • WordPress plugin
  • First-party proxy
  • Public API
  • Data export
  • Email reports
  • Slack or webhooks (partly)
  • Public dashboard

Moving from another tool

Under Data > Migrations, Amplitude imports historical event data from Mixpanel or PostHog projects and moves events between Amplitude projects, on every plan and in the EU data center. Migrated events count toward the monthly event volume.

Google Analytics 4 data comes in through BigQuery: link the property to BigQuery, create a Cloud Storage bucket and a service account, then add Google Analytics 4 under Data > Catalog > Sources. Daily exports arrive with a 72-hour delay, and a backlog is processed ten tables a day. For live tracking, an event forwarder plugin copies the events your Google tag sends into Amplitude.

Features

As documented on the vendor’s own pages. “Partly” means the feature has limits or is only on some plans.

Tracking & Reporting

  • Pageviews & visitors: yes
  • Live visitor countPartly
  • Top pages report: yes
  • Top referrers: yes
  • UTM campaign tracking: yes
  • Country & city breakdown: yes
  • Device, browser, OS: yes
  • Bounce / engagement: yes
  • Time on site: yes
  • Custom events: yes
  • Goals / conversions: yes
  • Funnels: yes
  • Outbound link trackingPartly
  • File download tracking: yes
  • 404 / error tracking: no

Pricing & Plans

  • Unlimited sites on entry plan: yes

Privacy & Compliance

  • Cookieless by defaultPartly
  • No personal data collected (vendor’s position): no
  • No consent banner needed (vendor’s position): no
  • Data hosted in EU: yes
  • Data hosted in US: yes
  • Self-hostable: no
  • Open source: no
  • Data retention2 years
  • Bot & spam filtering: yes

Setup & Integrations

  • Single-snippet install: yes
  • WordPress plugin: yes
  • Proxy / first-party domain: yes
  • Public API: yes
  • Data export (CSV/JSON): yes
  • Google Search Console connector: no
  • Email digests: yes
  • Slack / webhook alertsPartly
  • Public shareable dashboard: yes

Platforms & frameworks

What the vendor documents. A platform that is not listed has no guide, plugin or package from the vendor.

  • Shopify: yes
  • GhostPartly
  • SquarespacePartly
  • WixPartly
  • ReactPartly
  • Next.js: yes
  • Google Tag Manager: yes
  • Server-side tracking: yes

Questions and answers

Does Amplitude use cookies?

Yes, by default. Browser SDK 2 stores a device ID, session data and campaign details in cookies that last 365 days. You can move this data to local storage or turn storage off completely, in which case each visit gets a new device ID. Amplitude says you are responsible for any consent your jurisdiction requires.

What happens if the Free plan goes over its event limit?

The account is blocked once it has exceeded the monthly limit three times. A blocked account loses access to charts and dashboards, and if it keeps exceeding the limit without an upgrade, Amplitude deletes it six months after the first block. On Plus, extra usage is billed at the plan’s per-unit rate.

Where does Amplitude store data?

In the US or in the EU. Amplitude offers both data center options, and the pricing page lists the EU option on every plan. The EU storage region is set when the organization signs up, and the browser SDK must then send events with its server zone set to EU.

Does Amplitude have a free plan?

Yes. The Free plan includes 2 million events a month, has no time limit and needs no credit card. Plus starts with the same free allowance but requires a card, and qualifying startups can apply for a scholarship that gives them a year of the Growth plan.

Sources and checks

Status
Active, checked 17 Sep 2026
Prices
Checked 17 Sep 2026 on the vendor’s pricing page ↗
Tracking script
Measured 17 Sep 2026: downloaded and compressed the same way for every tool
Features
From the vendor’s pages, checked 18 Sep 2026
This page
Text updated 17 Sep 2026

How each value is collected: methodology. Why tools get no overall score: our reasoning.

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