--- title: "How the DFB Replaced 3 Legacy Tools in Just 2 Months With Amplitude" description: "See how DFB replaced three legacy analytics tools in two months, then cut dashboard build time over 90% with AI-powered prompts." canonical: "https://amplitude.com/en-us/case-studies/dfb" --- # How the DFB Replaced 3 Legacy Tools in Just 2 Months With Amplitude See how DFB replaced three legacy analytics tools in two months, then cut dashboard build time over 90% with AI-powered prompts. Source: https://amplitude.com/en-us/case-studies/dfb --- # How the DFB Replaced 3 Legacy Tools in Just 2 Months With Amplitude ProductsAmplitude Analytics SizeEnterprise IndustriesMedia RegionsEurope & Middle East Full migration from three legacy tools to Amplitude completed in 2 months Dashboard build time cut by over 90%: 1 hour in the old setup → 5 minutes with 2–3 prompts in Amplitude 10+ apps and websites connected across the DFB portfolio, with more underway **Insights/Action/Outcome** The Deutscher Fußball-Bund set out to replace three disconnected legacy analytics tools with one trusted foundation, while giving its own product owners and developers ownership of the data model from day one. By consolidating Matomo, Adobe Analytics, and Google Analytics onto Amplitude in a two-month migration, and layering in AI-powered dashboarding, the DFB connected 10+ apps and websites across its portfolio and cut dashboard build time by over 90%, from over 1 hour to 5 minutes. --- The moment that stuck with [Henrik Nagel](https://www.linkedin.com/in/henrik-nagel-9358ba210/?isSelfProfile=false), Portal Manager at the [Deutscher Fußball-Bund](https://www.dfb.de/) (DFB), wasn't a dashboard or a report. It was watching the first events land correctly in the test environment for fussball.de, DFB's portal for German amateur football, with every property flowing through exactly as designed. It was a quiet, technical moment, but it confirmed that the team had built something solid, and that everything else could now grow from it. “That was, for me, the most beautiful moment, because it was the foundation for everything that came after.”—Henrik Nagel, Portal Manager, DFB. ## A sports federation built for scale The Deutscher Fußball-Bund (DFB) and its implementation partner [b.telligent](https://www.btelligent.com/en) brought in Amplitude as a new, unified analytics foundation, replacing three disconnected legacy tools with a single system built for the whole organization. The DFB governs German football from the national teams down to grassroots play, coordinating 21 regional federations nationwide. Its amateur football arm, run through the fussball.de and dfb.net portals, is the public-facing backbone for millions of players and clubs across the country, alongside the federation's national squads. Around 800 people work for the DFB, with roughly 400 based at its Frankfurt campus. For years, DFB's digital team had worked across three separate analytics tools: Matomo, [Adobe Analytics](https://amplitude.com/compare/adobe), and [Google Analytics](https://amplitude.com/compare/google-analytics). Each held its own data and its own KPIs, with little comparability between them. The team recognized early that this wasn't a sustainable long-term setup and had been building the case to consolidate onto a single platform for some time. The deeper challenge was inherited complexity, not just tool sprawl. DFB's existing legacy setup had been built up over many years, largely outside today's team, and the complexity made it hard to get full value from the data it held. "It came from a historical black box. We wanted to get more out of what we had, but the setup was complex enough that it was hard to engage with as deeply as we wanted to. Everything took longer than it should have.”—Henrik Nagel, Portal Manager, DFB. What finally opened the door was an impending license expiration: DFB's existing analytics contract was set to run out, giving the team roughly two months to migrate. Rather than treat this as a constraint, DFB and b.telligent used it as momentum that moved a multi-year consolidation effort from discussion into execution. ## Choosing Amplitude, and building it right rather than fast DFB had already run a proof of concept with Amplitude, and had worked with implementation partner b.telligent on an earlier workshop that included an objective comparison of analytics vendors, with particular attention to each vendor’s investment in AI. That groundwork meant DFB and b.telligent could move directly into migration once the deadline arrived, rather than starting evaluation from zero. Two factors mattered most in the final decision: Amplitude's depth as an analytics-first platform, and its interface. With around 50 invited users across departments, many with a project-based rather than daily focus in the tool, DFB wanted every user, regardless of how often they logged in, to find what they needed immediately. Rather than a one-to-one migration, DFB and b.telligent used the existing setup only as a reference point. The prior structure tracked more than 2,000 individual events, nearly one for every user action, with no unifying logic. Together, the teams consolidated related actions into a smaller set of well-defined events and moved granular detail into properties instead, a deliberate redesign that made the entire model leaner and easier to reason about. Just as important, DFB's own product owners and developers were involved in building the new event model from day one, instead of receiving a finished implementation. This, Nagel says, is the real driver behind the team's stronger command of its own data today. Weekly working sessions between DFB and b.telligent, with Nagel as the single point of coordination across DFB's internal teams, kept the two-month timeline on track. b.telligent supported the developers directly throughout, including sharing code samples to resolve implementation questions as they came up. ## A platform the team has fully adopted Today, DFB relies on Amplitude's standard [Product Analytics](https://amplitude.com/amplitude-analytics) and [Marketing Analytics](https://amplitude.com/web-analytics) views for the majority of its project-based users. Nagel points to these pre-built views as one of the clearest improvements from the migration , compared to the custom reports the team relied on before, reports that only specialists could really adjust. DFB also uses personal and shared Spaces as reporting dashboards, giving departments an immediate read on key numbers without needing to build anything themselves. Nagel personally maintains the event and property model and is already testing newer features like labeling as the setup continues to expand. The AI integration is where Nagel is most enthusiastic. "It's brought a massive increase in efficiency, plain and simple," he says. Where building a dashboard once took hours of manual work, he now describes the process as closer to typing a single prompt and getting back a usable chart. In concrete terms: ##### "I can put together a dashboard within five minutes with two or three prompts, and send it straight to a product owner. That's just as informative as something that would have taken me, I don't know, one hour to build in Adobe.” Henrik Nagel Portal Manager, DFB Markus Frick of b.telligent sees the same pattern across other Amplitude customers: with a prompt or two, results are usually strong enough to use immediately, without multiple rounds of back-and-forth. That’s where the real time savings comes from. DFB has also started connecting Claude to Amplitude through [MCP](https://amplitude.com/mcp-server), letting the team work with app scripts and dashboard data together in the same workflow, something Nagel describes as bringing "enormous added value." ## Built to scale past the first project Since the migration, DFB has connected more than 10 apps and websites to Amplitude, covering most of its digital portfolio. More are on the way this year including the Bavarian Football Association's portal (built on the same model as fussball.de), an amateur football manager game, and DFB's event and mobile ticketing app. For Nagel, the tracking plan is reusable groundwork, not a one-time deliverable. "We now have something like a blueprint we can apply to other projects," he says. "That wasn't just the project on its own — it's the foundation for everything that grows from here." ##### "We now have something like a blueprint we can apply to other projects. That wasn't just the project on its own — it's the foundation for everything that grows from here." Henrik Nagel Portal Manager, DFB Asked what would be at stake without Amplitude, Nagel comes back to the idea that opened the story: understanding. "It's the understanding of the data, that was the switch we flipped," he says. It's also why he recommends Amplitude without reservation to any organization serious about analytics. ##### "I've worked with a few other analytics tools before. Amplitude is simply a different level, in the interface and in the depth of analysis that's possible." Henrik Nagel Portal Manager, DFB Looking ahead, DFB's priorities are to bring its remaining platforms up to the same standard, and to expand into [Guides & Surveys](https://amplitude.com/guides-and-surveys), A/B testing, and qualitative data like [Session Replay](https://amplitude.com/session-replay) and [heatmaps](https://amplitude.com/heatmaps), building on the quantitative foundation now in place. **About the partnership** b.telligent is a member of Amplitude's partner program and served as DFB's implementation partner for this project. For more than 20 years, b.telligent has helped organizations get more value from their data through tailored, technology-neutral expertise. #### Bring clarity and speed to your company like Deutscher Fußball-Bund (DFB). Book your personalized demo below and get started today! 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