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Module
Module 5 of 6Lesson 3 of 3~14 min

Choose your product analytics tool

Choosing an analytics tool from a demo or a trend gets expensive when you have to switch later. This lesson compares tool families and several common options, including PostHog, Amplitude, Mixpanel and GA4, using a grid of criteria. The PM can then defend a reasoned recommendation to engineering, data and procurement.

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Lesson objective

By the end of this lesson, you will be able to compare the main families of tools (product analytics, web audience measurement, warehouse-native analytics) and four common tools (PostHog, Amplitude, Mixpanel, GA4) with a criteria grid, and recommend a justified choice for a given product.

Questions this lesson answers

  • How do you choose between PostHog, Amplitude, Mixpanel, and GA4?
  • What is the difference between web audience measurement and product analytics?
  • What criteria should you compare before buying a product analytics tool?

Topics covered

  • product analytics tool
  • PostHog
  • Amplitude
  • Mixpanel
  • GA4
  • warehouse-native analytics

In the glossary

Full glossary

Where it fits

Analyze usage

Where do users drop off, who comes back, and which tool shows it?

Lessons in this module

  1. Build and read a funnel
  2. Cohorts and retention, knowing whether customers stay
  3. Choose your product analytics tool (this lesson)

What you will learn in this module

This lesson is part of the course Instrument a product and use data to make decisions

  • Analyze a conversion funnel, activation and cohort retention, and interpret the resulting curves correctly.
  • Choose a product analytics tool (PostHog, Amplitude, Mixpanel, GA4, data warehouse) based on needs, constraints and cost.

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