Why experiment in Amplitude
Behavioral data and experiment results live in the same place, so there is no stitching required.
Use your existing Amplitude cohorts directly as targeting audiences.
Results auto-connect to your existing metrics: funnels, retention, revenue.
Run your first experiment
Five steps from idea to shipped decision.
- 1
Choose your type and define your hypothesis
Pick Web Experiment for a visual, no-code change or Feature Experiment for a code-controlled change behind a feature flag. Then write the hypothesis down: if I change X, then metric Y improves because reason Z.
- 2
Set your audience
Target an existing Amplitude cohort, or define targeting rules in the experiment itself.
- 3
Build your variants and pick your goal metric
Control is the current experience. Treatment is your change. Connect the result to an existing Amplitude event so the goal metric uses data you already trust.
- 4
Set traffic split and launch
Use a 50/50 split and run for at least two weeks, so the experiment collects enough traffic to reach significance. After launch, monitor the Experiment Results view.
- 5
Ship or kill
Open in Amplitude →A significant positive result means you roll out to 100%. No significant result means you iterate on the hypothesis.
When to use Experiment
Use Experiment when you have a specific change in mind and need proof it works before you ship it to everyone. Two neighboring tools solve different problems.
Use a plain flag rollout when you want to control who gets a feature, or kill-switch it, without measuring a controlled comparison.
Use Guides and Surveys when you want to nudge users or collect feedback in-app, not test a variant against a control.
Pick your first experiment
Each use case is a full setup, end to end. Start with the one closest to a question your team is asking right now.
Onboarding
Test your onboarding flow
Trigger on signup and measure whether more users reach your activation event.
- Trigger: Signup.
- Goal metric: Activation event.
Conversion
Optimize a conversion moment
Change the pricing or upgrade page with the visual editor, no code required.
- Trigger: Pricing or upgrade page visit.
- Goal metric: Upgrade or purchase event.
- Type: Web Experiment, no code.
Rollout
Validate a new feature before full rollout
Release behind a flag to a percentage of users and compare engagement before you go wide.
- Trigger: Feature flag targeting a percentage of users.
- Goal metric: Feature engagement event.
- Type: Feature Experiment, SDK.
