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

Data analysts

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.