Integrating Segment and Amplitude Data: Easy Steps

Nicholas Samuel • Last Modified: December 29th, 2022

Segment And Amplitude- Featured Image

Are you looking to integrate data from Segment and Amplitude? Don’t worry we have you covered. Every company should put effort towards understanding the behaviour of its product users. Knowing more about user behaviour can help a company come up with new strategies to improve user engagement, retention, and revenue. Amplitude makes this easy for you. Product, marketing, and growth teams can use it to extract insights about user behaviour for making sound business decisions. 

Companies also need a way of personalizing their messages based on user events. This can help a company to activate new users and improve engagement and retention rates. Segment is a good tool for this. 

It can give a huge boost to your marketing techniques, with the impact of this being company growth and more revenue. A combination of these two tools, that is, Segment and Amplitude, can be of great benefit to your company. They can help you understand your customers better and come up with new techniques to retain current customers and attract new ones. 

In this article, we will be discussing how to integrate Segment and Amplitude data. 


This is what you need:

  • A Segment account
  • An Amplitude account

Here’s what you will be looking at:

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Amplitude vs Segment

Amplitude is a user analytics tool for fueling explosive growth. It provides scalable mobile analytics that can help a company to leverage data for user growth. Anyone in your company can use Amplitude to identify the most valuable behavioural patterns within hours. 

On the other hand, Segment is a single hub for customer data. It allows you to collect all your data in one place, then sends it to over 100 third-party tools, Amazon Redshift, or internal systems with the flip of a switch. 

You can use Segment’s libraries and APIs to track users and events, and then send the product’s data to your marketing and analytics platforms with little instrumentation code. It offers support for many platforms including iOS, JavaScript, Node.js, Android, PHP, and others. 

Amplitude and Segment are classified as “Mobile Analytics” and “Analytics Integrator” tools respectively. 

The following are some of the features offered by Amplitude:

  • Real-time user analytics including retention, funnels, revenue analysis, and flexible user segmentation. 
  • Microscope- Helps you to analyze the user behaviour behind any data point. You can also make a comparison between the behaviour of engaged and churned users. 
  • Growth Discovery Engine- Helps you predict behaviours that predict conversation or retention and drive exponential user growth. 

The following are the key features offered by Segment:

  • A single API for integrating third-party tools. 
  • Data replay to backfill new tools with historical data. 
  • Support for SQL to automatically load and transform behavioural data into Amazon Redshift. 

Amplitude is great for managers, and that’s the reason why it’s more preferred than its competitors. Developers prefer Segment over its competitors because it’s easy to scale and maintain third party services. 

Some of the most popular companies that use Segment include StackShare, and Sellsuki. On the other hand, Amplitude is used by companies like OrderAhead, StackShare, and Intuit. When you integrate Segment and Amplitude, you will easily turn your data into actionable insights. 

This will then form the foundation for evidence-based decision making in your company, and the overall impact of this will be company growth and increased revenue. 

How to Integrate Segment and Amplitude Data

Amplitude and Segment have an excellent partnership. You can integrate them and transfer data from one platform to another. When the data is transferred from Segment into Amplitude, it can be processed quickly and displayed on the Amplitude platform for analysis. 

You can also use this integration to send the Amplitude Behavioral Cohorts to other tools via Segment. The following steps will help you integrate Segment and Amplitude data:

Step 1: Create a project in Segment

Create a project for your application in your Segment workspace and enable Amplitude as one of the integrations. 

Amplitude settings: Segment and Amplitude
Image Source: Self

Step 2: Create a project in Amplitude. 

Now that your Segment project is ready, it’s time for you to create a project for your data in Amplitude.

Create a New Project: Segment and Amplitude
Image Source: Self

An API key will be generated when you create the project. 

Step 3: Enter your Amplitude API key. 

When creating a project in amplitude, an API key was generated. You can find the API key from the Amplitude project settings. You should enter your Amplitude API key into the Segment’s Amplitude integration panel. 

API Key: Segment and Amplitude
Image Source: Self

Click the “Save” button to save the API key. 

Edit settings: Segment and Amplitude
Image Source: Self

This will help you define the Amplitude project that you want to send data to. The API key is a randomized, 32-character long string of numbers and letters. Make sure that all alphabetical characters are in lowercase. 

Step 4: Decide on an integration

It’s now time for you to decide on how to integrate Amplitude and Segment and install the right Segment library depending on the type of integration that you have selected for your application. 

Step 5: Track events

Finally, you can begin to track the events. Simply use the Segment’s identify and track methods within your application to assign user IDs and begin to track events. 


Although it’s possible to integrate Segment and Amplitude data using Segment’s libraries, you will encounter a number of limitations. 

These include the following:

  1. The process is lengthy and complex. 

You have to create projects on both platforms and generate an API key in Amplitude. 

  1. Technical expertise may be needed. 

The complexity of the process may require someone with technical expertise to do it. 


This is what you’ve learnt in this article:

  • You’ve learnt the differences between Amplitude and Segment. 
  • You’ve learnt how to integrate Segment and Amplitude data. 

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