building the right product roadmap…

It all starts with understanding user behavior.

How well do you know your users?

In order to build a good product, you need to know who you’re building for, and what they need.

We’ll send you a custom toolkit of
resources based on your score.

The ability to understand what users want at scale is the foundation of a great product organization.


Start using your behavioral data

Ensure your product team is shipping the features users actually WANT.


Microsoft increased engagement 4x

Microsoft’s investment in behavioral analytics software is paying for itself. An Office 365 team has increased user engagement 4x.


Let’s get tactical

Insights in user behavior are best discovered by grouping users into clusters or cohorts.

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“Amplitude has saved us months of engineering investments into understanding user behavior in our products.”

Microsoft Gooi Chung Heong Principal Engineering Manager

User behavior matters.

After we ship a feature, my most pressing question is, “are people using it and how?!” I want to know whether we made the right assumptions and built the thing people wanted. We built this page as a go-to resource for understanding all things user behavior, a critical step to building great products.

Be sure to check back too, because we'll constantly update the content with anything we publish about how to better understand your user's behavior. I hope you'll bookmark this page for updates!

Carter Foxgrover Principal Product Manager, Amplitude

What is behavioral analytics?

Behavioral analytics is the data that tells you how users behave in mobile applications or on websites. It goes beyond basic metrics like monthly active users or pageviews. Behavioral data reveals how users' engagement with your product impacts retention, conversion, revenue, and the outcomes you care about.

A deep understanding of user behavior is necessary to increase engagement, retention, lifetime value, conversion rates, and ultimately, revenue.

Why is behavioral data critical to your analytics stack?

Because it helps you drive retention! Gives you confidence you’re making the right product decisions. Makes you more customer centric. Creates less distance between you and what the customer wants.

Let real life examples of products we use everyday highlight why gathering and analyzing behavioral data is so valuable.


Calm, Apple’s 2017 App of the Year, increases retention by digging into user behavior.

Which behaviors are associated with high user retention? The team behind the meditation app, Calm, dug into their user behavior analytics to find the answer. Knowing that daily reminders are important retention hooks, they wanted to understand just how important... When they compared retention among users who set a daily reminder against those who didn't, they found an almost 3x increase in retention!


Microsoft uses behavioral analysis to correlate user activity with business outcomes.

Building a new product is risky. How do you know it will succeed? How do you measure "success" in the first place? These are questions the Microsoft’s Workplace Analytics product team has grappled with as it establishes itself within the Office 365 brand.


Instacart boosts conversions with behavioral analysis.

One of Instacart’s top priorities is their new user onboarding flow. The product team collects behavioral data to understand how users move through the first-time user sign-up funnel across devices. Where do people drop off? Where do they get confused or stuck? Do they succeed to the next step? Unpacking the path from sign-up to first order placement reveals their opportunities for improvement and growth.

Let’s get tactical: Keys to understanding web and mobile user behavior.

Your product has a goal. At a high level, you want to drive either attention, transactions or productivity. Simply put, you want users to to do X. Having a true understanding of user behavior means understanding all the behaviors that lead to X.

Efficient user analysis with behavioral cohorts

Understand how different behaviors impact your product metrics with this free worksheet.

Download the worksheet

Dig deeper into user behavior with these resources

Defining Critical Events and Product Usage Interval

What's inside:

  • How to define critical event metrics
  • A worksheet for defining how often your product should be used

The Retention Lifecycle Framework

What's inside:

  • 3 different methods of retention
  • How to dig deeper into retention strategies for each type of user

The Product Analysis Toolkit

What's inside:

  • Why it’s important to understand Behavioral Personas to retain users
  • Strategies to reactivate dormant users

Amplitude enables you to understand user behavior through multiple lenses

Want to learn how we can help you get a full understanding so you can build the right features?

Get in touch