Why We’re Using Amplitude as Our Web Analytics Platform (And Why That’s a Big Deal for Marketers)

You know that moment when you think your campaign's killing it—until you check three different dashboards and get three different stories? Google says one thing, Meta another, and HubSpot... well, it’s just trying its best.

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At YOUKNOW, we’ve been living that chaos. We’ve got ad platforms doing backflips, a CRM that’s groaning under the weight of inconsistent lead data, and a content engine pushing out some truly useful stuff (if we do say so ourselves). But stitching all of that together into a clear, honest marketing story? It was a mess.

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So, we decided to make the shift. We’ve started using Amplitude as our web analytics platform—and it’s already helping us make more sense of the madness.

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From “Winging It” to a Work in Progress

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Let’s be clear: we’re not saying we’ve cracked it. This blog isn’t coming from a pedestal—it’s coming from the trenches. Our marketing and digital teams are still figuring out how to untangle our lead metrics across Google, Meta, LinkedIn, and HubSpot. But what’s different now is that we’re seeing the patterns emerge. And it’s all thanks to Amplitude’s focus on behaviour over vanity metrics.

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Instead of just knowing how many people visited our site, we’re learning:

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• Which pieces of content do people actually read to the end
  
• Whether LinkedIn leads behave differently from Google ones
  
• If someone who reads a blog is more likely to download a lead magnet
  
• What actions precede someone booking a consultation

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In short: Amplitude gives us context. And in a world full of disconnected metrics, that’s priceless.

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So, Why Amplitude?

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It’s built for businesses like ours (and probably yours, too). Amplitude isn’t just for product teams or big dev-heavy apps. Marketers increasingly use it to answer the hard questions: What content is working? What’s contributing to conversions? Where are we losing people in the funnel?

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In fact, this shift toward actionable, user-centric data is a key part of Product-Led Growth—something we’re big believers in at YOUKNOW. We’ve been exploring PLG not just as a buzzword, but as a mindset. And Amplitude helps us live it out. It gives us the tools to track engagement in a way that’s meaningful, not just impressive-looking on a slide deck.

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If you’re curious about this approach, you might enjoy our take on how to get started with PLG, especially if your business is trying to shift toward self-serve, scalable growth.

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The Bigger Picture: What Our Lead Magnets Are Really Telling Us

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One of the big wins with Amplitude so far? We’re not just measuring pageviews—we’re learning which content is actually working, and what that tells us about our audience. Take our lead magnets, for example. Sure, they’re packed with insights and genuinely useful frameworks. But they’re also helping us learn more about who’s finding value in what we’re putting out into the world. Every download gives us a signal about interest, intent, and even timing.

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And with Amplitude, we can start to connect the dots:

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• What did someone read before downloading a guide?
  
• Do certain campaigns drive higher-quality downloads?
  
• Which resources lead to deeper engagement or even a consultation booking

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That kind of feedback loop is golden for a team like ours, because it means we can create more of the stuff people actually want—and stop guessing.

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If you're on a similar journey of figuring out what resonates with your audience, these are the exact resources that have been helping guide our thinking:

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• The North Star Playbook – a brilliant framework for finding the one metric that truly matters in your business.
  
• PLG Guide Vol 1 – if you're still getting your head around what product-led growth even is, this is your starting point.
  
• PLG Guide Vol 2 – the next step for teams ready to roll up their sleeves and get moving.

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We’ve used these internally to align our teams, sharpen our focus, and honestly, just feel like we have a bit more control over the chaos.

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The South African Reality Check

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South African businesses are waking up to the fact that more traffic isn’t always better. What matters is what people do on your site. We’ve seen clients—from fintech disruptors to retail powerhouses—start asking smarter questions:

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• “How can I connect the dots between marketing and product?”
• “How do I know if my content is actually working?”
• “Where’s the drop-off happening—and how do I fix it?”

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If those questions sound familiar, know that you’re not behind. You’re just where we were a few months ago.

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TL;DR: We’re Still Learning, But We’re Learning Faster

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Switching to Amplitude hasn’t magically fixed all our reporting woes. But it has given us a shared language, better questions, and a much clearer view of what matters. And we’re already seeing the payoff: better alignment between marketing and product, more clarity in our campaign reporting, and growing confidence that we’re building something useful, not just pretty.

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So, whether you’re a Head of Marketing, a growth strategist, or just someone who's tired of wrestling with conflicting dashboards, we hope our story gives you a little inspo. We're still figuring it out. But thanks to Amplitude, we know where we’re headed at least now.

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💡 Curious about making the same move?

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Check out the Amplitude product page, grab the North Star Playbook, or dive into PLG Vol 1 and Vol 2.

You might also enjoy our no-BS breakdown on why PLG is the future and what it means for your business.

Let’s get better together.