# Understanding User Behavior in Product Analytics | Amplitude Learn how to analyze user retention, optimize conversion funnels, segment user groups, map journeys, and personalize experiences. Master the skills to uncover insights and take action with data. Source: https://amplitude.com/en-us/understanding-user-behavior --- Getting Started # Understanding User Behavior Learn how to analyze retention, optimize conversion funnels, and segment user behavior to answer key product questions, map journeys, and drive engagement. This guide will help you turn data into decisions that fuel growth. Step One ## Track Engagement Metrics Understand the core metrics that reflect how users interact with your product. By tracking sessions, active users, and feature engagement, you’ll build a foundation for deeper insights and uncover patterns in user behavior. [](https://amplitude.wistia.com/medias/ok128i91oh) Building a User Sessions Chart Get a baseline understanding of user engagement by analyzing session metrics with Amplitude’s User Sessions chart. [Watch the video](https://amplitude.wistia.com/medias/ok128i91oh) [](https://amplitude.com/docs/analytics/charts/data-tables/data-tables-use-session-metrics) Session Metrics in Data Tables This article helps you use legacy metrics to enhance your analyses [Read the docs](https://amplitude.com/docs/analytics/charts/data-tables/data-tables-use-session-metrics) [](https://amplitude.wistia.com/medias/6bebvphn3f) Session Definitions Get clarity on how Amplitude defines a session—and how session-based metrics help you track user engagement. [Watch the video](https://amplitude.wistia.com/medias/6bebvphn3f) Step Two ## Analyze Retention Patterns Retention analysis reveals whether users continue to find value in your product. Learn how to measure retention over time, identify drop-off points, and design strategies that keep users coming back. [](https://amplitude.wistia.com/medias/d38b9vp75j) Retention: First Event to Repeat How to effectively analyze user retention using Amplitude's retention charts. [Watch the video](https://amplitude.wistia.com/medias/d38b9vp75j) [](https://amplitude.wistia.com/medias/ow9d9rz388) Building a Retention Chart Learn how to set up and customize retention analyses—whether you’re measuring new user engagement, campaign impact, or ongoing feature usage. [Watch the video](https://amplitude.wistia.com/medias/ow9d9rz388) [](https://amplitude.wistia.com/medias/8wudthlc98) Lifecycle Analysis Learn how to customize the chart with key events and usage intervals to track engagement and churn patterns [Watch the video](https://amplitude.wistia.com/medias/8wudthlc98) [](https://community.amplitude.com/building-and-sharing-your-analysis-58/retention-with-multiple-events-431) Retention with Multiple Events Read the discussion on how to calculate retention based on two events. [Read community discussion](https://community.amplitude.com/building-and-sharing-your-analysis-58/retention-with-multiple-events-431) Step Three ## Optimize Conversion Funnels Pinpoint where users drop off in critical flows—such as sign-up, onboarding, or checkout. Learn how to map and optimize funnels to improve conversion rates and remove friction from the user journey. [](https://amplitude.wistia.com/medias/o574dcrv2o) Time to Convert by Step Learn how to analyze the time to convert by step. [Watch the video](https://amplitude.wistia.com/medias/o574dcrv2o) [](https://amplitude.wistia.com/medias/igoupvoayb) Funnel by Marketing Origin Learn how to measure conversion by acquisition source using Amplitude, specifically focusing on tracking user behavior in a sticky note application example. [Watch the video](https://amplitude.wistia.com/medias/igoupvoayb) [](https://amplitude.wistia.com/medias/o8qq5y24pc) Combining Events in Funnels Learn how to combine events in funnel charts. [Watch the video](https://amplitude.wistia.com/medias/o8qq5y24pc) [](https://amplitude.wistia.com/medias/glx29gffon) Compare Events in Funnels Learn how to compare events in funnel charts. [Watch the video](https://amplitude.wistia.com/medias/glx29gffon) Step Four ## Compare by Users & Sessions Not all users engage the same way. Explore how session behaviors—like frequency, depth, and duration—differ across user groups, helping you identify key engagement patterns and tailor experiences accordingly. [](https://amplitude.wistia.com/medias/d0rduuen7r) Segment by Session Metrics Learn how to analyze user session charts in Amplitude, covering key metrics and concepts related to session analysis. [Watch the video](https://amplitude.wistia.com/medias/d0rduuen7r) [](https://amplitude.wistia.com/medias/mlnaowqeen) Cohort Comparison Get clarity on Cohort Comparison in Amplitude. [Watch the video](https://amplitude.wistia.com/medias/mlnaowqeen) [](https://amplitude.wistia.com/medias/vjbac9q2pr) Journey Path by Event Properties Learn how to analyze user journeys using event properties. [Watch the video](https://amplitude.wistia.com/medias/vjbac9q2pr) Step Five ## Mapping the User Journey Visualize how users navigate your product from start to finish. Mapping user journeys helps you understand common paths, friction points, and high-impact moments that shape the customer experience. [](https://amplitude.com/docs/analytics/charts/journeys/journeys-understand-paths?siteLocation=Read+the+docs) Journey Visualization Understand the paths users take, and why they convert. [Read the docs](https://amplitude.com/docs/analytics/charts/journeys/journeys-understand-paths?siteLocation=Read+the+docs) [](https://academy.amplitude.com/path/diagnose-conversion-issues/discover-user-paths-with-journeys) Discover User Paths Learn how to discover and confirm paths users take within your product by using the Journeys chart. [Take the course](https://academy.amplitude.com/path/diagnose-conversion-issues/discover-user-paths-with-journeys) [](https://amplitude.zoom.us/clips/share/8A8H0tu1SACJf8SRa5oPmg) Funnel or Journey? Choosing the Right Chart Decide whether to use a predefined-flow Funnel or an exploratory Journeys chart before slicing data. [Watch the video](https://amplitude.zoom.us/clips/share/8A8H0tu1SACJf8SRa5oPmg) [](https://amplitude.zoom.us/clips/share/lvN2ue6YSWaoxbe963cCNQ) Journey Map Deep Dive Understand and use the Journeys visualizations. [Watch the video](https://amplitude.zoom.us/clips/share/lvN2ue6YSWaoxbe963cCNQ) Step Six ## Identifying High-Value Users & Behaviors Discover your most valuable users—and the behaviors that set them apart. Identifying high-value actions and user cohorts enables you to prioritize features, guide marketing, and drive long-term success. [](https://amplitude.com/docs/analytics/behavioral-cohorts) Identify Users with Similar Behaviors Learn the most fundamental features of Amplitude Analytics, including cohorts. [Read the docs](https://amplitude.com/docs/analytics/behavioral-cohorts) [](https://academy.amplitude.com/create-user-groups-with-behavioral-cohorts) Create User Groups with Behavioral Cohorts Learn how to create nuanced user groups in Amplitude, and use those groups to deepen your understanding of how different types of users engage with your product. [Take the course](https://academy.amplitude.com/create-user-groups-with-behavioral-cohorts) [](https://segment.com/recipes/amplitude-historical-count-analysis/) Historical Count Analysis Examine the exact moment in the customer journey that converts new users into high-value customers. Then, create monitoring that surfaces high-value users to build look-a-like audiences. [Read the article](https://segment.com/recipes/amplitude-historical-count-analysis/) [](https://amplitude.wistia.com/medias/k7q8qjq2dr) How I Amplitude - Five ways the Square lifecycle team uses Amplitude Cohorts Anas Farah, Business Intelligence Analyst at Square, shared insights on how he builds cohorts, identifies opportunities, applies five use cases from his work, and measures team results. [Watch the video](https://amplitude.wistia.com/medias/k7q8qjq2dr) Step Seven ## Personalizing and Targeting Based on Behavior Turn insights into action by personalizing experiences and campaigns based on user behavior. Learn how to tailor messaging, content, and features to deliver value at every step of the user journey. [](https://amplitude.com/docs/data/audiences) Activation Overview Find the right resources to plan and execute an effective personalization campaign. [Read the docs](https://amplitude.com/docs/data/audiences) [](https://www.youtube.com/watch?v=qOB8093dwUo) Syncing to 3rd Party Destinations How to sync audiences to downstream destinations. [Watch the video](https://www.youtube.com/watch?v=qOB8093dwUo) [](https://amplitude.wistia.com/medias/akotkbgxnx) Accelerate Onboarding and Adoption with Guides Learn how a growth product manager at Amplifile uses Amplitude to boost onboarding by guiding new users to upload their first file. [Watch the video](https://amplitude.wistia.com/medias/akotkbgxnx) [](https://amplitude.wistia.com/medias/be249oedkj) Reduce Churn with Actionable Surveys and Personalized Guides Discover how to use Amplitude Surveys and Guides together to reduce churn and support users in moments of confusion. [Watch the video](https://amplitude.wistia.com/medias/be249oedkj) ## Ready to keep learning? Learn how to build a solid foundation for reliable analytics. [Structuring & Trusting Your Data](/www.amplitude.com/structuring-your-data)