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Out-of-the-box Marketing Analytics
Track industry-standard marketing analytics in one place
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Amplitude’s Out-of-the-box Marketing Analytics acts as a centralized hub where you can track page engagement and session-based metrics using common KPIs, such as page views, session duration, and bounce rate. Custom settings are available to:

  • Filter by domain: Filter metrics by a specific domain to target a specific website for analysis.
  • Track conversions: Easily define a conversion funnel, enable detailed tracking, and visualize conversion metrics with data tables and charts.
  • Uncover deeper insights with nested group-bys: Add additional detail to your top-level channels or campaigns analytics with nested group-bys.

Feature availability

This feature is available to users on all Amplitude plans. See the pricing page for more details.

Permissions

Your ability to edit views in Marketing Analytics depends on your role within the project.

Role Default view Custom view (yours) Custom view (others)
Admin ✅ ✅ ✅
Manager ✅ ✅ ✅
Member ❌ ❌ ❌

Before you begin

If you haven’t already read up on the basics of building charts in Amplitude, you should do so before proceeding.

{{partial:partials/web-product-analytics hub="Web"}}

Analyze industry-standard metrics

Out-of-the-box Marketing Analytics offers four sets of insights with default metrics, as well as optional goals or key outcomes, that you are driving users to:

  • Traffic by Channel: Provides an overview of users visiting your product by channel. Metrics include visitors, bounce rate, session totals, average session duration, sessions per user, and marketing analytics views.
  • Traffic by Campaign: Provides an overview of the users visiting your product by campaign. Metrics include visitors, bounce rate, session totals, average session duration, sessions per user, and any defined goals.
  • Ad Performance (Open Beta): Provides an overview of your ad campaigns (for example, Google Ads and Facebook Ads) with key metrics like Impressions, Clicks, Click-Through Rate (CTR), Cost Per Click (CPC), Customer Acquisition Cost (CAC), and Return on Ad Spend (ROAS), plus flexible settings for acquisition and revenue tracking.
  • Page Engagement: Details user engagement by page. Metrics include visitors, page views, bounce rate, page views per session, entry rate, exit rate, and any defined goals.
  • Conversion: Provides over-time and aggregated analyses of user conversion based on your defined funnel. Metrics include overall conversion and step-by-step conversion.

Each insight displays a time series chart and an aggregated data table below it.

{{partial:admonition type='note'}} Visit the Marketing metrics recipes article for a more detailed explanation of commonly used marketing analytics and how to replicate them in Amplitude charts. {{/partial:admonition}}

Follow these steps to analyze metrics in Out-of-the-box Marketing Analytics:

  1. Click Marketing Analytics in the left-hand sidebar and select the insight you’d like to view.
  2. If desired, click Add segment > Amplitude segments to filter your analysis by user type:
    • All users: Users who triggered any event during the selected date range.
    • Active users: Users who triggered at least one active event during the selected date range.
    • New users: Users who triggered at least one new user event during the selected date range.
    • Mobile web: Users who triggered events on a web platform from an Apple iPad, Apple iPhone, or Android device.
    • Desktop web: Users who triggered events on a web platform from a Mac or Windows device.

From there, use the data table to further your analysis:

  • Click Open in Data Table to view your results in a separate chart.
  • For traffic by channel or conversion insights, select the channel you'd like to analyze from the Default Channels dropdown.

For conversion insights, you can also:

  • View the data table fields by channel or campaign.
  • Display total conversions or conversion rate.

Ads metrics definitions

Here are the default Ads metrics available in Out-of-the-box Marketing Analytics, along with the high-level formulas and definitions:

Metric Formula Definition
Impressions PROPSUM(ad_metrics.impressions) Total number of times your ad is served (shown) to users. Derived from Daily Ad Metrics.
Clicks PROPSUM(ad_metrics.clicks) Total number of times users click your ad. Derived from Daily Ad Metrics.
CTR %: (ad_metrics.clicks / ad_metrics.impressions) * 100 Click-through rate. Shows the percentage of impressions that result in a click. Derived from Daily Ad Metrics.
Ad Spend PROPSUM(ad_metrics.cost) Total amount spent on your ad campaign(s). Derived from Daily Ad Metrics.
CPC ad_metrics.cost / ad_metrics.clicks Cost per click. Shows how much you pay, on average, for each click on your ad. Derived from Daily Ad Metrics.
CAC ad_metrics.cost / [Acquisition Event] Customer Acquisition Cost. Shows how much you pay, on average, to acquire a single new user. Cost from Daily Ad Metrics; acquisition event set in Settings.
ROAS [Revenue Property] / ad_metrics.cost Return on Ad Spend. Shows how much revenue you earn for every dollar spent on advertising. Cost from Daily Ad Metrics; revenue property set in Settings.

Modify settings and create goals

Out-of-the-box Marketing Analytics uses default events and properties from the Browser SDK, but admins or managers can modify them in settings.

Follow these steps to manage settings, create goals, or customize tracked events:

  1. Click Customize.
  2. Select the type of setting you’d like to modify:
    • If Page View and Filter, choose the event and property that you’d like to use. This will affect all page-related metrics.
    • For Breakdown, choose the default channels you want to display, as well as your campaign and page engagement properties.
    • Set Conversion Funnel settings by choosing the events that make up your funnel.

If Goals, choose the key events or metrics you'd like to set up as additional metrics. Break down goals by channels, campaigns, or pages.

Create a web experiment for specific URLs

On the Page Engagement tab of Marketing Analytics, when you breakdown your data by Page URL, you can create a web experiment from the table.

Click the flask icon in the Action column of the table, and the New Web Experiment dialog appears pre-populated with the targeted page URL.