Amplitude

Amplitude is a product analytics platform that tracks user behavior, session data, and events across your web and mobile applications. It helps product and marketing teams understand how users interact with their product — from first touch to conversion and retention.

Connecting Amplitude to Coupler.io lets you pull your analytics data into spreadsheets, BI tools, or AI assistants without manual exports. You can combine Amplitude data with other sources, automate refreshes, and build dashboards on top of live data.

Why connect Amplitude to Coupler.io?

• Export events, active users, cohorts, and session data to Google Sheets, BigQuery, Looker Studio, Excel, or AI destinations like ChatGPT and Gemini

• Combine Amplitude data with CRM or ad spend data using Join or Append transformations

• Automate reporting so your dashboards always reflect the latest product metrics

• Avoid Amplitude's export limits by pulling data incrementally with a custom start date

Prerequisites

Before connecting, make sure you have:

• An Amplitude account with access to the project you want to pull data from

• Your Amplitude API key and Secret key (found in your project settings under Settings → Projects → [Your Project] → General)

• Admin or member-level access to the project (read access is sufficient)

Quick start

Start with the Events or Active users entity — these give you the richest data for product and marketing analysis right away.

How to connect

1

Create a new data flow in Coupler.io. Log into your Coupler.io account, go to Data flows, and click Add data flow. Search for Amplitude and select it as your source.

2

Enter your Amplitude API credentials. In the connection settings, paste your Amplitude API key and Secret key. Both are available in your Amplitude project under Settings → Projects → [Project name] → General.

3

Select an entity. Choose the data type you want to pull — Events, Active users, Cohorts, Average session lengths, Events list, or Annotations. You can add more entities to the same data flow later.

4

Configure basic settings. Set a start date using the date picker to define how far back data should be exported. For the Events entity, also set a request time range (in hours) to avoid timeout errors on large datasets — shorter intervals are safer for high-volume projects.

5

Choose your destination. Select where you want the data to land — Google Sheets, Excel, BigQuery, Looker Studio, or an AI destination such as Claude, ChatGPT, Cursor, Gemini, Perplexity, or OpenClaw.

6

Run your data flow. Click Run to execute a manual sync. Once it completes successfully, your Amplitude data will appear in the destination you selected.

Available entities

Entity	What it contains
Events	Raw event data with user, session, and property details
Active users	Daily/weekly/monthly active user counts
Average session lengths	Session duration metrics over time
Cohorts	User cohorts defined in Amplitude
Events list	Catalog of all event types tracked in your project
Annotations	Chart annotations added to your Amplitude project

Amplitude data overview

Amplitude exposes six entities through Coupler.io, ranging from raw event-level data to aggregated behavioral metrics. The right entity depends on whether you need granular user actions or summary-level analytics.

Entities at a glance

Entity	Granularity	Best for
Events	Row per event	Funnel analysis, user journey mapping
Active users	Row per time period	DAU/WAU/MAU tracking
Average session lengths	Row per time period	Engagement benchmarking
Cohorts	Row per cohort	Retention and segmentation analysis
Events list	Row per event type	Auditing tracked events
Annotations	Row per annotation	Contextualizing metric changes

Events

Event fields

Field	Description
event_type	Name of the event (e.g., button_click, purchase)
event_time	Timestamp of when the event occurred
user_id	Identifier for the user who triggered the event
device_id	Device identifier (used when user_id is absent)
session_id	Groups events into a single session
platform	Platform (iOS, Android, Web)
country	Country of the user
region	Region/state of the user
os_name	Operating system
device_type	Device category
event_properties	Key-value pairs specific to the event
user_properties	Key-value pairs describing the user at event time

Active users

Active user fields

Field	Description
date	Date of the measurement
value	Count of active users on that date
country	Country of users (when group-by-country is enabled)

Average session lengths

Session length fields

Field	Description
date	Date of the measurement
value	Average session duration in milliseconds

Cohorts

Cohort fields

Field	Description
id	Unique cohort identifier
name	Name of the cohort
size	Number of users in the cohort
description	Cohort description
last_computed	Timestamp of the last cohort computation
owners	List of owners
published	Whether the cohort is published

Events list

Event type fields

Field	Description
event_type	Name of the tracked event
totals	Total number of times this event has occurred
visible	Whether the event is visible in the Amplitude UI

Annotations

Annotation fields

Field	Description
id	Annotation identifier
date	Date the annotation applies to
label	Short annotation label
details	Full annotation text

Common metric combinations

• Events + Active users — Join these in Coupler.io to normalize event volume by active user count and calculate per-user engagement rates

• Events + Cohorts — Use Cohorts to filter or segment Events data when building retention dashboards

• Active users over time + Annotations — Append Annotations alongside Active users data to explain spikes and drops in your charts

• Average session lengths + Active users — Combine with an Aggregate transformation to surface engagement quality alongside reach metrics

Use cases by role

Product managers

• Pull Events data into BigQuery or Google Sheets to build custom funnel reports outside Amplitude's UI

• Track DAU/WAU/MAU trends in a Looker Studio dashboard that refreshes automatically

• Use Cohorts to compare behavior between user segments in a spreadsheet pivot table

• Feed event data into ChatGPT or Gemini to ask natural language questions about user behavior patterns

Marketers

• Combine Active users (grouped by country) with ad spend data from your ad platform using a Join transformation to calculate cost per active user by region

• Export Events to track campaign-triggered actions (signups, purchases) alongside attribution data

• Use Annotations to document marketing campaigns directly in your analytics timeline

Data analysts

• Export raw Events to BigQuery for custom SQL analysis not available in Amplitude's built-in charts

• Use Events list to audit which events are actively tracked and clean up your taxonomy

• Append Active users from multiple Amplitude projects into a single dataset using the Append transformation for cross-product comparisons

• Schedule recurring exports to keep a historical data warehouse in sync with Amplitude

Platform-specific notes

• The Events entity uses Amplitude's Export API, which returns compressed data in batches. Large date ranges on high-volume projects can trigger timeouts — use the request time range parameter to break requests into smaller intervals.

• Active users grouped by country makes a separate API call per country. If your project tracks many countries, this can be slow or cause connection errors — disable it if needed.

• Cohort data reflects the state of the cohort at the time of the sync, not historical membership snapshots.

• The event_properties and user_properties fields contain nested JSON. Some destinations (like BigQuery) will store these as JSON columns; spreadsheet destinations may flatten or truncate them.

• Amplitude's Export API only supports data from after your project's creation date — you cannot pull data that predates the project.

Amplitude common issues

Connection issues

Invalid API key or Secret key error

Double-check that you've entered both the API key and the Secret key correctly — these are two separate values in Amplitude's project settings. Go to Settings → Projects → [Your project] → General and copy each key carefully. Make sure there are no extra spaces before or after the keys when pasting.

Connected to the wrong Amplitude project

Each Amplitude project has its own API key and Secret key. If you're seeing unexpected data (or no data), verify that the credentials you used belong to the correct project. Check under Settings → Projects in Amplitude to confirm which project each key belongs to.

Missing data

No data returned for the Events entity

The most common cause is a start date that's too recent or a request time range that's too short to capture events. Try adjusting your start date further back using the date picker. Also check that the Amplitude project actually has event data recorded — verify in the Amplitude UI first.

Active users data is missing or incomplete when grouped by country

Grouping active users by country triggers a separate API call for each country. This can result in partial data or connection failures for projects with many countries. Try disabling Group by country in the advanced settings to pull total active user counts without the country breakdown.

Cohort size shows 0 or cohort is missing

Cohorts in Amplitude must be computed before they can be exported. If a cohort was recently created or hasn't been recalculated, it may appear empty. In Amplitude, trigger a manual recompute of the cohort, then re-run the data flow.

Permission errors

403 Forbidden or access denied error

The API credentials you're using may belong to a user or role without sufficient access to the Export API. Amplitude's Export API requires a project-level API key — organization-level keys won't work. Confirm that the key is a project API key from the correct project's settings page.

Data discrepancies

Event counts in Coupler.io don't match what I see in Amplitude charts

Amplitude charts apply filters, segmentation, and sometimes sampling that aren't reflected in raw Export API data. The Events entity in Coupler.io returns raw, unfiltered event records. Differences are expected — use the Events entity as your source of truth for raw counts, and apply filtering in your destination.

event_properties or user_properties look truncated or malformed

These fields contain nested JSON objects. Spreadsheet destinations like Google Sheets may truncate or display them as plain text strings. If you need to work with nested properties, export to BigQuery where JSON columns are fully supported, or use Coupler.io's transformation layer to extract specific property values.

Rate limits

Timeout errors when pulling Events data

Amplitude's Export API can time out when the requested time range is too large, especially for high-volume projects. Lower the request time range parameter (measured in hours) to break the export into smaller chunks. A value of 1–6 hours is recommended for projects with millions of daily events. See Amplitude's Export API documentation for more detail.

Amplitude FAQ

Where do I find my Amplitude API key and Secret key?

In Amplitude, go to Settings → Projects, select your project, and open the General tab. You'll see both the API key and Secret key listed there. Note that these are project-level credentials — each project has its own unique pair.

Can I pull data from multiple Amplitude projects into one destination?

Yes. Add multiple sources to the same data flow — one per Amplitude project, each with its own API credentials. Use the Append transformation to combine the data into a single table. This is useful if you have separate Amplitude projects for iOS and Android apps and want a unified view.

Why does the Events entity take so long to load?

The Events entity uses Amplitude's Export API, which can be slow for large date ranges or high-volume projects. Reduce the request time range parameter to a smaller number of hours to break the request into smaller batches. Start with 6 hours and go lower if you still experience timeouts.

Can I use Amplitude data with AI tools?

Yes. Coupler.io supports AI destinations including ChatGPT, Claude, Gemini, Cursor, Perplexity, and OpenClaw. You can pipe your Amplitude events or active user data directly into these tools and ask natural language questions about user behavior, drop-off points, or engagement trends.

Why are my event_properties showing as a long string instead of separate columns?

Amplitude stores event and user properties as nested JSON objects. Spreadsheet destinations like Google Sheets display these as raw JSON strings. If you need individual property values as separate columns, consider exporting to BigQuery where JSON is natively supported, or use Coupler.io's transformation features to extract specific fields.

What's the difference between Events and Events list?

Events returns raw event records — every individual action a user took, with timestamps and properties. Events list returns the catalog of event types defined in your project (e.g., page_viewed, purchase_completed) along with total occurrence counts. Use Events list to audit your tracking taxonomy; use Events for behavioral analysis.

Can I join Amplitude data with data from another source?

Yes. Coupler.io's Join transformation lets you combine Amplitude data with data from other sources — for example, joining Amplitude Events with Salesforce or HubSpot CRM data on a shared user ID, or joining Active users with ad spend data from Google Ads to calculate cost per active user.

Does Coupler.io support historical backfills for Amplitude data?

Yes — set your start date using the date picker to any date after your Amplitude project was created. Keep in mind that very long historical ranges can trigger timeout errors for the Events entity. Pull history in chunks by adjusting the request time range parameter.

For details on what fields are available per entity, see Data Overview. If you're hitting timeout or connection errors, check Common Issues for specific fixes. For tips on structuring your data flow efficiently, see Best Practices.