Interpret your Personas chart

The Personas chart helps you identify and name user clusters, which you can use to drive engagement and retention.

Interpret your cluster cards

The first section of a Personas report is the cluster cards. The example below shows a Personas report with three clusters.

Each card includes:

• A small bubble chart, where the size of a cluster's bubble represents the proportion of users in the cluster.
• The count of users in the cluster, plus the cluster's size relative to all other clusters (expressed as a percentile).
• The percentage of users in the cluster who are also in the target cohort.
• An editable description field. Amplitude recommends describing your clusters.
• The option to export the cluster as a behavioral cohort.

Identify and name your user personas

The cluster cards offer an overview, but the real details are in the event table below them. The table reveals the similar behaviors that hold each cluster together, which serve as the basis for their user personas.

The table displays a list of events with two metrics for each cluster:

• Average # of Events: The average number of times users in cluster N triggered a specific event.
• Standard Deviation (σ): The standard deviation from the mean of the event. Amplitude rounds standard deviation numbers to the nearest decimal point (for example, -0.01 rounds to -0.0).

The table has two halves. The top half contains events users in your selected cluster triggered more frequently than average. The bottom half contains events those users triggered less frequently than average. To sort these tables by any cluster, click the cluster you're interested in.

When you choose a new cluster to sort the table by, the event lists change too. Each cluster should exhibit a different pattern of behavior in your product, so they fire events at different rates.

The event table helps you answer: "Did I select enough clusters to group my users into different personas?" If the answer is no, try different cluster quantities. If yes, give your clusters appropriate descriptions and save your report.

Hide events

To track events without visualizing them in your Personas reports, hide them in your tracking plan. Amplitude clusters over the top 100 events. If you mark one of those events as hidden, it no longer counts in the calculation.