Amplitude Tableau Integration: 2 Easy Methods

on BI Tool, Data Integration, ETL, Tutorials • January 22nd, 2021 • Write for Hevo

Amplitude to Tableau Cover Image Amplitude Tableau Integration

Do you want to transfer your Amplitude data to Tableau? Are you finding it challenging to integrate Amplitude to Tableau? If yes, then you have landed at the right place! This article aims at providing you with a step-by-step guide to help you implement your Amplitude Tableau Integration for a fruitful analysis of your product development strategies, customer interaction & behavior, product performance & adoption, and much more!

Upon a complete walkthrough of the content, you will be able to load data from Amplitude projects to your Tableau tables with ease. It will help you draw crucial insights into your product’s performance and customers. You will be able to carry out analytics on your customers’ entire journey across numerous channels, experiments to build products with features that resonate with your customers. It will help you generate more engagement, build positive customer relationships and convert more prospects to loyal customers.

Table of Contents

Introduction to Amplitude

Amplitude Logo - Amplitude Tableau Integration
Image Source: www.commons.wikimedia.org

Amplitude is a tool for analyzing user behavior data. Product, marketing, and growth teams use it to extract insights about user behavior from data for decision making. Knowledge about user behavior can help a company come up with new strategies to improve user engagement, retention, and revenue. This is exactly what Amplitude helps businesses achieve.

Amplitude helps businesses build and refine their product development strategies by identifying functionalities that resonate with their customers, keeps them engaged and motivated to use & invest in their platform. It houses intuitive functionalities such as cross-platform tracking, enterprise-level security, behavior analytics, A/B testing, dashboarding, and a lot more, allowing companies to optimize their products, personalize customer experiences that drive engagement and customer loyalty.

Key Features of Amplitude 

  • Reporting & Dashboarding: It offers a diverse set of in-built dashboard templates, visualization functionalities such as charts, graphs, etc. which allows teams to build impeccably informative & unique business reports and dashboards.
  • Real-time Analytics: It allows companies to start tracking the real-time performance of the new product features including retention, funnels, revenue analysis, and flexible user segmentation.
  • A/B Testing: It allows a business to carry out multiple A/B tests for their products, websites, and other offerings, helping them draw crucial insights about the features that resonate with their customers.
  • Microscope: Helps you to analyze the user behavior behind any data point. You can also make a comparison between the behavior of engaged and churned users. 
  • Growth Discovery Engine: Helps you predict behaviors that predict conversation or retention and drive exponential user growth. 
  • Customers’ Journey: It allows businesses to replicate customers’ journey with their products through various channels and lets them analyze & draw key patterns about user behavior, likes, dislikes, issues, churn points, etc.

For further information on Amplitude, you can check the official site here.

Introduction to Tableau

Tableau Logo - Amplitude Tableau Integration
Image Source: www.logos-world.net

Tableau is a powerful business intelligence tool used to turn raw data into an understandable format. It is a tool popularly used to visualize data and can be understood even by a non-technical user.

It creates visualizations with the help of dashboards and worksheets, this helps users perform real-time analysis in a very fast and secure manner. It doesn’t require any programming skill or technical background to operate it.

Key Features of Tableau

  • Tableau Dashboard: It provides a wholesome view of your data by the means of visualizations, visual objects, text, etc. It also enables multiple views and objects and provides a variety of layouts and formats while enabling the users to implement different filters.
  • Visualizations Options: It provides different options to visualize data ranging from simple bar charts and pie charts to complex histograms, bullet charts, box plots, treemaps, etc.
  • Improved Security: There is a special emphasis on the care of data and user security. It also practices row-level filtering which helps in keeping the data secure.
  • Collaboration and Sharing: It provides options to conveniently collaborate with other users and share data in real-time in the form of visualizations, sheets, dashboards, etc. in real-time. 
  • Live and In-Memory Data: It provides connectivity to both live data sources or data extraction from external data sources with additional features to support data connectivity such as automatic extract refreshes, notifying the user upon a live connection failure, etc.
  • Data Sources Support: It provides a variety of data source options you can connect to and fetch data from including on-premise files, spreadsheets, relational databases, non-relational databases, data warehouses, big data, on-cloud data, etc.

For further information on Tableau, you can check the official site here.

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2 Easy Methods to Implement your Amplitude Tableau Integration

Method 1: Amplitude Tableau Integration using Manual Data Extraction

Under this method, you would utilize Amplitude’s Export API to extract data in JSON format and then import it into Tableau for performing analysis. 

Method 2: Amplitude Tableau Integration using Hevo

Hevo is a No-code Data Pipeline. It will automatically load your data from Amplitude (Free Data Source) into Tableau without writing any line of code.

Get started with hevo for free

Pre-Requisites

  • Working knowledge of Tableau.
  • Tableau was installed at the host workstation.
  • Working knowledge of Amplitude.
  • Access to Amplitude account with at least 1 project.

2 Easy Methods to Implement your Amplitude Tableau Integration

Method 1: Amplitude Tableau Integration using Manual Data Extraction

Under this method, you would utilize Amplitude’s Export API to extract data in JSON format and then import it into Tableau for performing analysis. You can specify the dates of the time interval you would want to extract the data of, to download the zipped file of JSON objects.

The steps for implementing this method are as follows:

Step 1: Retrieving your API Keys

You are going to use Amplitude’s Export API for extracting event and project data from a certain time interval of your choice.

Following keys need to be obtained to enable data extraction using Amplitude’s Export API:

  • API Key: Your API Key, used for calling your APIs.
  • Secret Key: Your project’s Secret Key, used for calling your API.

Firstly, you need to login to your Amplitude account. Then on the left navigation pane, you need to scroll down and click settings. All roles can access this page, but only organization admins and managers can edit settings.

Amplitude Dashboard - - Amplitude Tableau Integration
Image Source: Self

Then in the organization setting page, select the Projects in the left pane and then select a project whose data you want to sync.

Amplitude Products page - Amplitude Tableau Integration
Image Source: Self

Then you will be navigated to the Project Details page, in which you need to copy the API Key and Secret Key shown on the screen and then save these securely.

API Keys - Amplitude Tableau Integration
Image Source: Self

Step 2: Extracting Data from Amplitude

After the API Key and the Secret Key has been obtained, Amplitude’s Export API can be used to extract data in JSON format for further processing. The data file obtained will be in the form of a zipped archive of JSON files, one or multiple files per hour depending upon the time period for which the data is required. 

While making the Amplitude’s Export API request you are required to insert your project’s API Key, Secret Key, the date range you’re interested in, and the name of the file you want to export the data to.

The format to generate a request from Amplitude’s Export API is as mentioned below.

YOUR_API_KEY:YOUR_SECRET_KEY
GET https://amplitude.com/api/2/export

Format for the time constraint parameters to be included in the request call is as described below.

  • Start: First hour included in data series, formatted YYYYMMDDTHH (e.g. ‘20150201T05’).
  • End: Last hour included in data series, formatted YYYYMMDDTHH (e.g. ‘20150203T20’).

Example request to extract data using sample time parameters is as mentioned below.

curl -u API_Key:Secret_Key 'https://amplitude.com/api/2/export?start=20150201T5&end=20150203T20' >> yourfilename.zip

The response from Amplitude’s Export API would consist of an archive of JSON files, with generally multiple files per hour. If you request data for a time range during which no data has been collected for the project, then you will receive a 404 response from the server.

The extracted file can be unzipped via the following means:

  • Mac: Opening the zip file or using the terminal.
  • Windows: Using WinRAR or 7zip software.

The Schema for a sample one event JSON object that will be extracted will be like:

{
 "server_received_time": UTC ISO-8601 formatted timestamp,
 "app": int,
 "device_carrier": string,
 "$schema":int,
 "city": string,
 "user_id": string,
 "uuid": UUID,
 "event_time": UTC ISO-8601 formatted timestamp,
 "platform": string,
 "os_version": string,
 "amplitude_id": long,
 "processed_time": UTC ISO-8601 formatted timestamp, 
 "user_creation_time": UTC ISO-8601 formatted timestamp,
 "version_name": string,
 "ip_address": string,
 "paying": boolean,
 "dma": string,
 "group_properties": dict,
 "user_properties": dict,
 "client_upload_time": UTC ISO-8601 formatted timestamp,
 "$insert_id": string,
 "event_type": string,
 "library":string,
 "amplitude_attribution_ids": string,
 "device_type": string,
 "device_manufacturer": string,
 "start_version": string,
 "location_lng": float,
 "server_upload_time": UTC ISO-8601 formatted timestamp,
 "event_id": int,
 "location_lat": float,
 "os_name": string,
 "amplitude_event_type": string,
 "device_brand": string,
 "groups": dict,
 "event_properties": dict,
 "data": dict,
 "device_id": string,
 "language": string,
 "device_model": string,
 "country": string,
 "region": string,
 "is_attribution_event": bool,
 "adid": string,
 "session_id": long,
 "device_family": string,
 "sample_rate": null,
 "idfa": string,
 "client_event_time": UTC ISO-8601 formatted timestamp,
}

More information regarding Amplitude’s Export API can be found here.

Step 3: Importing JSON File into Tableau 

The method to set up the extracted JSON file as a source in Tableau is as mentioned below.

Firstly, you need to start Tableau and under Connect, select JSON file. 

Select the file you want to import and connect to and then select open.

JSON import - Amplitude Tableau Integration
Image Source: Self

Then, a “Select Schema Levels” dialog box will appear, select the schema levels [depth of the data source to which you want to analyze]. 

Schema levels are detected and generated depending on the JSON file that is imported. Tableau scans the data in the first 10,000 rows of the JSON file and infers the schema from that process. It flattens the data using this inferred schema.

The schema levels that you select in the dialog box determine which dimensions and measures are available for you to view and analyze in Tableau. If you select a child schema level, the parent level is also selected.

Example: If the JSON file imported is of the format:

{
	"Name": "Yogurt Depot',
	"Id": 1, 
	"Revenue": 2000, 
	"Cost": 100, 
	"Category": [ "dessert., "food", 'yogurt' 1, 
	"Visits": [ 
		{
		"day": "Mon", 
		"visit_count": 300 
		},
		{
		"day": "Tue", 
		"visit_count": 800
		}
], 
	"City": "Tucson", 
	"Stara rated": [
		{	"stars": "5", "customers_raced": 10},
		{	"stars": "4", "customers_rated":8}, 
		{	"stars": "3", "customers_rated":120}, 
		{	"stars": "2", "customers rated": 6}, 
		{	"stars": "I", "customers_rated": 0}
			]
},
{
	"Name': "Corner Bakery", 
	"Id": 2, 
	'Revenue": 6100, 
	"Cost": :20, 
	'Category": [ "bakery", "food" ],
}	

The schema levels detected in Tableau would be as follows:

Tableau Schema Level - Amplitude Tableau Integration
Image Source: Self

Then on the data source page, rename the data source name according to your requirement and select the sheet tab to start with the analysis. 

A JSON file after it is imported into Tableau would look like the image below.

JSON import - Amplitude Tableau Integration
Image Source: Self

More information regarding the import process of JSON into Tableau can be found here.

Congratulations! You have successfully imported a JSON file into Tableau and implemented your Amplitude Tableau Integration.

Limitations of Manual Data Extraction Method

Since this method requires manual extraction of data it has the following limitations:
  • No real-time replication of data, since every time the user would have to manually pull down data to import from Amplitude’s Export API. 
  • Requires manual import of JSON response into Tableau.
  • Requires working knowledge of command-line codes to implement properly.
  • No automatic updates of the data extracted.

Method 2: Amplitude Tableau Integration using Hevo

Hevo Feature Image - Amplitude Tableau Integration

Hevo is a No-code Data Pipeline. It supports pre-built data integrations from 100+ data sources, including Amplitude. Hevo offers a fully managed solution for your fully automated Amplitude Tableau Integration process and will let you directly load data to Tableau from Amplitude, a Free Data Source. It will automate your data flow in minutes without writing any line of code. Its fault-tolerant architecture makes sure that your data is secure and consistent. Hevo provides you with a truly efficient and fully automated solution to manage data in real-time and always have analysis-ready data at Tableau.

Hevo focuses on three simple steps to get you started:

  • Connect: Connect Hevo with Amplitude and various other product analytics & marketing data sources by simply logging in with your credentials, free of cost.
  • Integrate: Consolidate your user behavior & customer data from several sources in Hevo’s Managed Data Integration Platform and automatically transform it into an analysis-ready form.
  • Visualize: Connect Hevo with your desired BI tool such as Tableau and visualize your unified user behavior and marketing data easily to gain better insights.

As can be seen, you are simply required to enter the corresponding credentials to implement this fully automated data pipeline without using any code.

The detailed documentation of the functionality offered can be found here.

Let’s look at some salient features of Hevo:

  • Fully Managed: It requires no management and maintenance as Hevo is a fully automated platform.
  • Data Transformation: It provides a simple interface to perfect, modify, and enrich the data you want to transfer. 
  • Real-Time: Hevo offers real-time data migration. So, your data is always ready for analysis.
  • Schema Management: Hevo can automatically detect the schema of the incoming data and maps it to the destination schema.
  • Live Monitoring: Advanced monitoring gives you a one-stop view to watch all the activities that occur within pipelines.
  • Live Support: Hevo team is available round the clock to extend exceptional support to its customers through chat, email, and support call.

Explore more about Hevo and Sign up here for a 14-day free trial!.

Conclusion

In this article, you learned about Amplitude, Tableau, and two different methods to implement an Amplitude Tableau Integration to load your Amplitude project and event data to Tableau for analysis. You can use the manual methods to import that data into Tableau and visualize it to gather important insights. But if you want to automate your data flow and seamlessly load Amplitude data, you can use Hevo Data. It will let you load your data from Amplitude to a BI tool of your choice, for free!

visit our website to explore hevo

Hevo provides access to the most accurate and real-time data without any coding. You will have the flexibility to choose the data warehouse and BI tools such as Power BI, Looker, Tableau, etc. Hevo offers data integrations from 100+ Data sources.

Give Hevo a try and sign up for a 14-day free trial today.

Visualize Your Amplitude Data In Tableau Easily