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Amplitude

Amplitude is a product analytics platform that helps you understand user behavior and drive product growth through behavioral analytics. It provides powerful tools for tracking events, analyzing user journeys, building cohorts, and measuring key metrics like retention, engagement, and conversion.

Multiple Connectors​

Amplitude's APIs use different authentication methods depending on the API type. To provide the best experience and proper authentication for each API, we've split Amplitude into three connectors:

1. Amplitude - Event Ingestion​

Use this for: Sending events, tracking user behavior, and ingesting data into Amplitude

  • Authentication: API Key (in request body)
  • Credential Format: Just your API key
  • Available Regions: US and EU
  • Tools: Send Events, Send Batch Events, Identify User, Group Identify, Send Attribution

This is the most commonly used connector for tracking user behavior and sending events from your backend.

2. Amplitude - Analytics & Dashboards​

Use this for: Querying analytics data, exporting events, managing cohorts, and retrieving dashboard metrics

  • Authentication: API Key + Secret Key (in Authorization header)
  • Credential Format: api_key:secret_key
  • Available Regions: US and EU
  • Tools: Export Events, Get User Activity, Cohorts, Charts, Taxonomy, and more (17 tools total)

This connector provides read access to your Amplitude data and allows you to manage cohorts and taxonomy.

3. Amplitude - User Profiles​

Use this for: Accessing individual user profiles, recommendations, and user-level data

  • Authentication: Secret Key only (in Authorization header)
  • Credential Format: Just your secret key
  • Available Regions: US only
  • Tools: Get User Profile, Get User Cohorts, Get User Recommendations

This connector is for server-side personalization and accessing detailed user profile data.

Which Connector Should I Use?​

You can use multiple connectors simultaneously if you need different functionality.

Getting Your API Credentials​

Step 1: Log into Amplitude​

  1. Go to amplitude.com and log in to your account
  2. Click on Settings (gear icon) in the top right corner
  3. Scroll to Connections → API Keys
  4. Click Generate API Key → Give it a name (e.g., "Webrix")
  5. Copy both the API Key and Secret Key

Important: The secret key is only shown once when generated. Make sure to copy it immediately.

Step 2: Determine Your Region​

Check your Amplitude project settings to see if you're in the US or EU region. This affects which API endpoints are used.

  • US Region: Standard region (most common)
  • EU Region: For EU data residency compliance

Regional Differences​

US Region (Standard)​

  • All three connectors work
  • User Profile API is available
  • API endpoints: amplitude.com, api2.amplitude.com, profile-api.amplitude.com

EU Region​

  • Event Ingestion and Analytics connectors work
  • User Profile API is NOT available
  • API endpoints: analytics.eu.amplitude.com, api.eu.amplitude.com

Best Practices​

  1. Event Naming: Use consistent, descriptive event names (e.g., "Button Clicked", not "btn_click")
  2. User Identification: Always include either user_id or device_id with events
  3. Deduplication: Use insert_id for critical events to prevent duplicates
  4. Batch Operations: For high-volume data, use Send Batch Events instead of multiple Send Events calls
  5. Rate Limiting: Implement retry logic with exponential backoff for production applications
  6. Secret Key Security: Never expose your secret key in client-side code

Additional Resources​