Insights/Action/Outcome: Hostinger consolidated fragmented marketing and product data into Amplitude to build a unified experimentation culture. By leveraging AI-driven insights from 400+ experiments, the company achieved a 20%+ conversion lift.
Hostinger is a leading AI-driven online business growth platform serving over 5 million people across 150+ countries. We handle more than six billion events per year, giving us a strong foundation of data to build on.
A few years ago, we saw an opportunity to take things further by unifying our product and marketing insights.
At the time, our teams used multiple disconnected tools to monitor customer behavior. While this provided useful signals, we knew that creating a single source of truth would help us unlock the full value of our data.
Getting there meant I had to convince our product managers to move beyond familiar ways of working and embrace a more data-driven approach.
At the time, we ran on two parallel tracks: The marketing team relied on Google Analytics 4 (GA4) data, and the product team used several different tools. We had a small group of analysts connecting the dots, but the available platforms didn’t yet provide us the level of detail we needed to connect user behavior to specific friction points.
It was a classic, almost clichéd, situation in which fragmented data delayed insights and experimentation, while inconsistent data forced us to make assumption-based decisions. At the same time, stakeholders were cautious about shifting toward a more structured approach built around observation, hypothesis, experimenting, and taking action.
As the product analytics team lead, I knew we had a real opportunity to drive a culture shift. It would be much easier if we could consolidate marketing analytics and unlock the potential for experimentation—all of which was possible with Amplitude.
I started by convincing our stakeholders of the power of a “one engine” analytics platform. Establishing a unified, trusted data source would end debates over which platform’s data was correct. We would have one behavioral standard, one governance model, and one experimentation engine powering decisions company‑wide.
Instead of choosing G4 or the other platforms we had, we migrated everything to Amplitude. No other platform could consolidate behavioral analytics, A/B testing, and UX diagnostics into one place through several solutions:
With such a powerful Amplitude environment, we could stop asking, “What happened?” and start asking, “Why did it happen?” without multiple departments jumping between different software tools.
Armed with a litany of newfound tools, we executed a cross‑functional analytics and experimentation rollout across:
A big part of this system involves Amplitude MCP (Model Context Protocol). We’ve connected complex data to human language and use Amplitude’s AI capabilities to bridge the gap between technical data and executive decision making. Any team member can use Amplitude’s internal AI Agent, Dex, to ask about user journeys and get answers complete with visual context. This removes the analysis bottleneck, so the analysts can focus on high-level strategy while the rest of the team handles day-to-day optimization.
The goal was to standardize event taxonomy and KPIs while enabling self‑service insights and testing. We succeeded, and now have 180 monthly active users, interrogating the data themselves.
Backed by Amplitude data, we went from running very few experiments to managing more than 400 A/B tests across 2,000 individual tracking points. Today, we manage experiments across 10+ products and responsibilities.
These experiments have allowed us to target high-leverage activities that can help increase our bottom line.
Our CRO team, for example, has run hundreds of pricing experiments on the checkout cart, and some have reached 20%+ conversion rates. We’ve also improved staff engagement and the success ratio for client onboarding. These are great examples of what’s possible when our product, growth, and engineering teams all work from the same shared dashboards.
We also use Session Replay to pinpoint areas where users may be struggling. Using evidence from heatmaps across marketing sites, the checkout cart, and the hPanel to accelerate fixes and iteration cycles, our team can diagnose why and where users hesitate or drop off. Then, we can validate improvements with before/after comparisons, all in the same place.
In the world of online presence, releasing a feature without tracking is unthinkable. By syncing the marketing sites, the cart, and hPanel, Hostinger avoids metric drift and turns product excellence into a statistically sound, repeatable result.
We can now set up tracking for new products and features with a regular development process. What’s more, access to metric validation, data backfill support, and centralized definitions have improved data trust and accelerated decision-making.
Next up, we’re working to incorporate even more AI-powered Amplitude tools and services into our internal AI engine to enable faster change management and governance. The ultimate goal is to continue unifying product and marketing analytics, shipping continuous experiments, and validating UX changes.
Change is hard, but it’s possible. All you need is a powerhouse platform like Amplitude that meets your ambitions, and anyone can make the climb.
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