Amplitude vs Google Analytics
Amplitude and Google Analytics are both web analytics software. Amplitude is a commercial product from Amplitude, Inc. Google Analytics is a commercial product from Google.
Which to pick
- Pick Amplitude when
- A growth or product team in a scaling software company wants self-serve behavioural analytics and experiments in one place.
- Pick Google Analytics when
- You run Google Ads or need free, widely understood traffic reporting and can accept Google processing your visitor data.
Side by side
Product analytics for funnels, retention and behaviour cohorts, with experiments, session replay and feature flags in the same suite.
Tracks website and app visits, traffic sources, conversions and user behaviour, and feeds Google Ads audiences.
Paid tiers get expensive at scale, and like Mixpanel it needs disciplined event tracking to be useful.
GA4's interface and data model are hard for casual users, it needs cookie consent in the EU, and data sampling and thresholds hide detail.
Production-ready (both)
Cloud service (both)
Not published (both)
Closed source, sold by Amplitude, Inc.
Closed source, sold by Google
Closed source: you use it under the maker's terms and cannot change or resell the code. (both)
239 Wikipedia readers a month on phones
652 Wikipedia readers a month on phones
Other comparisons
More web and product analytics tools
Both sides were judged on 2026-11-03 from makers' descriptions, Wikipedia, READMEs and GitHub data. License, age and popularity lines are worked out directly.