Amplitude or AppsFlyer, which should I use?

Amplitude or  AppsFlyer, I get this question a lot from growth marketers, especially those who work with early-stage startups and need to understand user behaviour and engagement metrics.

Understanding user behaviour and engagement metrics is important for app developers and marketers. To achieve this, analytics platforms play a pivotal role, because they offer insights into user interactions, retention rates, and overall app performance. 

The above reason is why startups are usually at a crossroads as to which tools to adopt. Two prominent names in this space are AppFlyer and Amplitude. Both offer a suite of features that can be tailored to meet the needs of app developers and marketers alike.

In this article, we'll delve into both platforms' functionalities and features to help you decide which one best suits your needs.

AppsFlyer Overview

AppsFlyeris known for its advanced attribution capabilities, making it a go-to choice for app marketers seeking to understand the effectiveness of their marketing campaigns. 

Key Features of AppsFlyer

Attribution Tracking: AppsFlyer offers comprehensive attribution tracking features, allowing marketers to accurately attribute app installs and in-app events to various marketing channels, campaigns, and even individual creatives.

Fraud Detection Capability: With an in-built fraud prevention mechanism, AppsFlyer helps app marketers safeguard their marketing budgets by identifying and blocking fraudulent activities such as fake installs and bot click injection.

Deep Linking: Seamless deep linking capabilities enable personalized user experiences by directing users to specific in-app content or landing pages based on their interactions.

Analytics Dashboard: AppsFlyer offers a user-friendly dashboard that provides real-time insights into campaign performance, user engagement, and retention metrics, empowering marketers to optimize their strategies on the fly.

Amplitude Overview

Amplitude, on the other hand, focuses on unravelling user behaviour and engagement patterns, enabling marketers to understand how users interact with their app and identify opportunities for optimization. 

Key Features of Amplitude

Behavioral Analytics: Amplitude offers advanced behavioural analytics, allowing marketers to track user interactions, navigation paths and feature adoption rates, to gain a comprehensive understanding of user behaviour.

Retention Analysis: With retention analysis features, Amplitude enables growth marketers to measure user retention rates over time and identify factors influencing user churn, thus guiding retention strategies.

Funnel Analysis: Growth teams can create custom funnels within Amplitude, to visualize and understand user journeys and identify potential drop-off points, facilitating optimization of conversion paths and onboarding processes.

Segmentation and Cohort Analysis: Amplitude empowers marketing teams to create user segments based on various criteria and conduct cohort analysis to compare user behaviour across different groups, informing targeted marketing efforts and product enhancements.

Choosing the Right Platform for Your Needs

When it comes to choosing between AppsFlyer and Amplitude, it simply depends on your specific requirements and priorities as a startup.

If your priority is attribution and campaign optimization, particularly if you are trying to understand and get insights into user acquisition and marketing efforts, AppsFlyer may be the ideal choice for you.

On the other hand, if your focus is to understand user behaviour, optimize product features, and enhance user experiences, then Amplitude's robust analytics capabilities may better align with your objectives.

Regardless of your choice, both platforms offer valuable insights to drive app growth and success.

Final Thoughts

Having the tool doesn’t mean much, what matters is an effective utilization of the tools. Whatever tool you decide to adopt, you need skilled hands who are capable of interpreting data, deriving actionable insights, and implementing informed decisions to optimize app performance and drive growth. This is where expert guidance and support come into play. 

With a team of professionals well-versed in leveraging data-driven strategies, Startup Launchcode helps startups achieve their growth objectives by leveraging analytics platforms like AppsFlyer and Amplitude.

You can book a season here or send us an email at

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