Analytics Overhaul

By early 2024, we knew something was off. New users were signing up, but they weren’t sticking around — and we couldn’t tell why. Our product analytics stack was outdated, fragmented, and failing to give us the insight we needed to improve activation.

That’s when I led a full Amplitude implementation to level up our behavioral tracking, unlock cohort insights, and drive higher conversion through data-informed product decisions.

The Problem: We Had Users, But No Visibility Into Behavior

We were flying blind on one of the most critical stages in the user journey: onboarding and early product engagement.

Here’s what we were facing:

• Incomplete and inconsistent product event tracking

• No real behavioral segmentation or cohort analysis

• Dashboards that didn’t map to our growth KPIs

• Product and marketing teams working from separate data sources

We couldn’t see what “good” activation looked like, much less optimize for it.

My Role: Leading the Rollout From Strategy to Adoption

This wasn’t a handoff project — I initiated and led it.

• Audited existing analytics setup and identified key gaps

• Defined a new event taxonomy aligned to onboarding and lifecycle goals

• Collaborated with engineering to scope and ship the Amplitude integration

• Built shared dashboards for product, growth, and marketing teams

• Ran enablement sessions to drive adoption and evangelize insights

  
  

The goal wasn’t just better data — it was better decisions across the org.

What We Changed

We didn’t just plug in a new tool — we rebuilt our approach to behavioral data from the ground up.

Key changes:

• Defined primary activation events and mapped them to lifecycle milestones

• Set up custom funnels and drop-off visualizations in Amplitude

• Integrated Amplitude with our lifecycle email tool to power behavior-triggered messaging

• Created daily, weekly, and monthly dashboards for performance tracking

• Used cohort analysis to refine onboarding flows and feature prompts

  
  

This gave us real-time visibility into what was working — and what wasn’t.

The Results: Smarter Decisions, Higher Conversion

Once we had visibility, the optimizations came quickly.

• Trial signups increased by 30% after onboarding changes informed by Amplitude data

• Lifecycle emails triggered by product behavior saw a 25% lift in click-through rate

• Product team was able to prioritize features that correlated with long-term retention

• Stakeholders across the org began using product data in decision-making — consistently

  
  

Amplitude didn’t just improve our data. It gave us the leverage to improve the product.

Why It Worked

This project succeeded because we treated analytics as a product, not a report.

• We defined success upfront and built tracking around real outcomes

• We aligned product, marketing, and engineering around shared visibility

• We empowered teams to ask better questions — and answer them fast

Final Thoughts

PLG growth lives or dies on product usage. But you can’t optimize what you can’t measure.

Implementing Amplitude gave us the foundation to turn activation into a repeatable, measurable growth lever — and made sure every decision we made moved the product forward.