Tasks

• Create dashboards to monitor key KPIs

• Generate monthly reports 

• Analyze retention and reasons for churn

• Calculate conversion rates at different stages of onboarding

• Visualize customer paths

• Stream Amplitude events and properties to HubSpot for end-to-end analytics

Problem and Solution

In the beginning, we didn't have an analytics system in place, which made it difficult to track user behavior. Without understanding what users liked and didn’t like, there were no clear answers as to what needed to be improved in the product to make it more engaging. We needed answers to critical questions: How do audiences interact with key features? At what point do they decide that product is not for them? What influences retention?

To solve this problem, we chose Amplitude.

Why Amplitude? It is a user-friendly and affordable analytics platform that allows you to build various graphs, view and segment profiles and paths, view funnels and their workarounds, perform cohort analysis, get real-time data, and more. Just what you need to understand the product.

To centralize the data and make confident decisions based on it, we integrated Amplitude with HubSpot.

How We Built the Analytics System

Defining Metrics and Dashboards

We worked with the developers to identify key success metrics. Which metrics are critical to us? What is worth tracking daily, and for what, once a week or even quarterly is sufficient? Based on these questions, we created dashboards with current data on engagement, feature popularity, and the overall state of product.

Behavior Reports

To gain a deeper understanding of how audiences interact with the product, we began generating monthly reports. With clear graphs, charts, and numbers, we were able to determine which features were truly in demand and which were causing difficulty or even user churn. With this data, we abandoned assumptions and focused on the real needs of the audience. And, of course, we now knew which minimal changes could have the maximum effect.

Analyzing Retention and Churn

It was especially important for us to understand what keeps users coming back and what causes them to abandon the product. Using cohort analysis, we identified key engagement patterns and problem areas.

This allowed us to make precise improvements to the user experience that significantly increased retention rates.

Onboarding Optimization

The onboarding experience is critical for engagement, so we tracked conversion rates at different steps. Where were users dropping off? What prevented them from reaching activation points?

By answering these questions, we refined the onboarding flow, improved messaging, and implemented in-app guidance, leading to higher activation rates.

User Journey Mapping

Using Amplitude, we built Customer Journey Maps (CJMs) to visualize how users navigate the product. We then took it a step further by integrating Session Replay, allowing us to observe real user interactions.

This combination of quantitative journey mapping and qualitative session replays provided actionable insights into where users faced difficulties, enabling us to fine-tune the experience.

Amplitude-HubSpot Integration

To bridge the gap between product and marketing analytics, we synced Amplitude events with HubSpot. 

HubSpot is a CRM platform that centralizes user data, helping the team analyze user activity, personalize interactions, and enhance the effectiveness of marketing campaigns.

This allowed us to:

• Create personalized audience interactions

• Segment customers based on real behavior

• Improve marketing strategies to boost engagement and retention

Outcomes and Impact

With this structured system in place, we moved from guesswork to clarity. Now we:

• Make decisions based on real user behavior

• Continuously improve functionality and scenarios

• Build a transparent analytics framework that connects product and marketing teams

Instead of relying on assumptions, we now have a clear, data-driven system that supports sustainable growth.