Who Amplitude is
Amplitude is an analytics company founded in 2012 and based in San Francisco. It launched in 2014 as a mobile analytics platform and has been listed on Nasdaq since 2021. Next to product analytics it now offers session replay and heatmaps, feature and web experimentation, guides and surveys, AI agents, and a customer data platform called Activation.
Its analytics follow what people do in a product: where they drop out of a funnel, who comes back, and what the customers who convert do differently. Amplitude publishes and maintains its own Flutter SDK, runs a separate EU data centre in Frankfurt, is certified to ISO/IEC 27001 and is audited every year for SOC 2 Type II. That is why it is one of the product analytics tools our analytics and monitoring module connects to.
What it does in your platform
Analytics & monitoring
Shows how customers use your apps: where they drop out of a funnel, who comes back and which paths they take. Screen and tap events come from the apps through Amplitude's SDKs and money events from the platform's server, all under one random platform ID and only after the customer agrees to analytics.
How the connection works
One connector in the analytics and monitoring module talks to Amplitude. Our Flutter apps use Amplitude's official Flutter SDK and web apps its Browser SDK, while the platform's server sends to its HTTP V2 API. The apps hold only the project's API key, which Amplitude treats as public.
The customer agrees
A new customer opens your app and agrees to analytics on the consent screen. Only then does Amplitude's Flutter SDK start, and once they sign in it knows them by the random platform ID, never by a name, email or phone number.
Screens and taps
As they open the transfer screen and go through it, the SDK records the screen and tap events on your tracking plan, queues them and uploads them to Amplitude in batches.
The money moves on the server
When the transfer settles in the ledger, the platform's server reports it through the HTTP V2 API with the same platform ID and an insert ID, which lets Amplitude ignore a second copy if the request is retried.
One customer, one timeline
Amplitude matches events by user ID before device ID, so the settled transfer joins the taps that led to it, and a funnel can run from the first screen to the money arriving.
A replay, with details hidden
If you use Session Replay, its Flutter package masks form fields and text inputs before the recording leaves the app, and screens with card or identity details are blocked outright, shown only as a placeholder.
The customer changes their mind
If they turn analytics off in settings or ask to be forgotten, the app switches on the SDK's opt-out, the server stops sending their events, and the platform asks Amplitude to delete their data through its User Privacy API.
Next to other providers
Amplitude sits next to Mixpanel, Google Analytics for Firebase and PostHog among the module's product analytics connectors, with tools such as Customer.io for customer engagement, Adjust for mobile attribution and Sentry for crashes and errors. They all know a customer by the same random platform ID and receive only what your tracking plan lists, and the analytics, engagement and attribution tools wait for the customer's consent to their purpose.
Your tracking plan, your customers' consent choices and the events that involve money all come from the platform, so moving away from Amplitude later, or running a second analytics tool next to it, does not change your apps. The ledger stays the record of what happened; Amplitude is where your teams study how customers got there.
When Amplitude fits best
A strong fit when
- You want funnels and retention that follow a customer from a first tap to a payment settled on your server.
- You want session replay next to your charts, with masking set widget by widget in your Flutter apps.
- Your analytics data has to stay in the EU, in Amplitude's data centre in Frankfurt.
Also worth a look
- Mixpanel, Google Analytics for Firebase or PostHog, the module's other product analytics connectors, when your team already works in one of them.
- A product analytics tool your team already uses: its account becomes a connector too.
How we get you live
The contract
We help you get your Amplitude account and contract in place, for Analytics and, if you want it, Session Replay.
The data
We set up your Amplitude organisation in the region you choose, the EU data centre for customers in Europe, since Amplitude sets the region when the organisation is created. The tracking plan your team agrees goes into Amplitude too, where any event that is not on it shows up as unexpected. We also ask Amplitude to drop IP addresses from your events, and the location it works out from them, which it does on request.
The keys
The project's API key, which Amplitude treats as public and limits to sending data in, is the only Amplitude key in your apps. The secret key that deletion requests need goes into your platform's secrets and never into an app.
A full test run
Test builds and the platform's test environment send to a separate Amplitude test project, as Amplitude recommends, and every event and every replay's masking is checked there before your first real customer.
