Behavior-tracking software firm Amplitude Inc. today launched new capabilities that bring marketing and product data together to help marketers optimize their channels and campaigns.

The new capabilities allow teams to connect top-of-funnel marketing efforts to in-product behavior, giving marketers visibility into what they need to drive conversions, engagement and long-term customer value. The idea is that by unifying marketing and product data, the new capabilities allow for more precise audience targeting, better budget allocation and faster iteration of campaign strategies.

Among the new additions are out-of-the-box dashboards tailored for marketing teams, no-code experimentation tools and enhanced visualizations such as heatmaps and entry analysis. The features are designed to reduce reliance on data analysts, giving marketers the ability to independently uncover insights and make data-driven decisions in real time.

Amplitude has also expanded its integration capabilities, allowing customers to sync audience cohorts directly to leading ad platforms like Google Ads, Facebook Ads, LinkedIn and TikTok. The integration capabilities make it easier to personalize ad targeting based on actual product usage and behavioral data rather than just demographic or clickstream information.

“Marketers are being asked to do more with less — and deliver results,” said Chief Marketing Officer Tifenn Dano Kwan. “Clicks and impressions don’t cut it anymore. You need to know what’s driving revenue, what’s hurting conversion and how to fix it quickly across the entire customer journey.”

Early adopters are already seeing tangible benefits, according to the company. Home Shopping Europe, one of the early users, said Amplitude’s transparent attribution logic and intuitive interface allow both its marketing and product teams to identify what’s driving customer behavior, test improvements quickly and act on shared insights without waiting for analyst support. The company called the platform’s continuous updates and visual tools “game-changers” for improving campaign effectiveness.

Amplitude was previously in the news in February when it announced that it had completed the integration of the personalized user assistance and survey technology it acquired with Command AI in October. Called Amplitude Guides and Surveys, the product allows marketing and product teams to deliver personalized messages and questions to users based on behavior.

Image: Amplitude