You can see every search, click, and session a user had before they made a purchase. But answering questions like “Which entry pages drove the most revenue?” still feels harder than it should. The data’s all there, but the connection between specific actions and resulting outcomes isn’t.

With the launch of persisted properties and enhanced session analytics in Amplitude, marketers can easily understand the full purchase journey, from first click to final purchase.

• Connect engagement to outcomes: See exactly which search terms, product discovery methods, and onsite touchpoints drove critical conversion events like purchases, sign-ups, and subscription renewals.
• Optimize channels knowing the value of every visit: Understand which traffic sources actually earn their spend by driving sessions and users who convert.
• Personalize and convert with user and session-level insights: Make sure a VIP gets served the products they’re searching for, and multi-session visitors get reminders to finish their purchase.
• Give AI agents the signal quality to act: When session behavior, search intent, and purchase outcomes are connected, AI agents have the high-quality signal they need to automatically surface the right insights, trigger relevant messages, and continuously optimize campaigns across channels.

Persisted properties: How context travels throughout user journeys

Persisted properties are a new event property type in Amplitude that retain context over multiple touchpoints as users move through their journeys. A search query, a recommendation click, a UTM parameter—each one can be tied to the specific downstream event it influenced.

Take a shopper who engaged with a seasonal ad campaign, searched a product onsite, clicked a recommendation, and came back a week later to complete the purchase. A lot has happened here, but you should be able to ask your data anything: What was the referring campaign? How much revenue was generated by the carousel of product recommendations? How many sessions did it take to generate the conversion event?

The use cases extend beyond ecommerce. A SaaS mobile app can retroactively apply context like referral sources if an install event happened earlier in the session. A streaming service can enrich play events with content metadata like genres. Ultimately, persisted properties help you connect engagement with conversion results and business performance.

If you’re considering implementing persisted properties in Amplitude, you can get it running in a few minutes. We’ve made it:

• No-code: A user-friendly interface directly in Amplitude to set persistence logic
• Customizable: Properties can persist forward or backward within a session or timeframe
• Flexible: Definitions apply retroactively, so you can test and change configurations in real time, without relying on engineering

Enhanced session analytics: Track visits, not events

Enhanced session analytics makes sessions a first-class metric across Amplitude, usable in data tables, charts, formulas, cohorts, and funnels. Marketers can now answer session-based questions natively, like distinguishing between a user who converts five times in one session versus one who converts five times across ten sessions.

While we designed the user sessions chart to answer session-based behavioral questions, we’ve expanded sessions to be accessible throughout all reporting, filtering, and targeting so that you can get an accurate, realistic view of user behavior.

Here’s how we’re implementing sessions everywhere in Amplitude:

• Data tables with global column filters: Get the right cut of session data with one click, instead of filtering each column separately.
• (Live in open beta) New metric explorer chart: Instead of using the segmentation chart for event analysis and the sessions chart for session data, you can now analyze event and session metrics side by side. For example, put total page views and page views per session in a single chart.
• (Live in open beta) Hybrid formulas: Combine event and session metrics, like add-to-carts per session, sessions per user, or cart abandonment rate.
• (Beta in Q3) Cohorts: Target users more finely for retargeting or personalization, such as someone who had three sessions without an add-to-cart event.
• (Beta in Q3) Segment filters: Filter charts with advanced capabilities using events, users, and sessions data.
• (Beta in Q3) Funnels: Scope the conversion funnel to a session, and measure conversions at the session level (how many visits convert, and at what rate).

Together, these let you measure the visit-level patterns that matter most for journey analysis and optimization.

Out-of-the-box ecommerce analytics: Purchase behavior insights

Persisted properties and session data make it easy to see top sellers, drop-off by funnel step, and search terms that drive online conversions.

Key metrics like product-specific revenue, AOV, and cart drop-off are critical, so there’s no need to build from scratch. The most common reports are now available in a preconfigured ecommerce analytics hub in every Amplitude account:

• Purchase by product: Your conversion funnel and drop-off, broken down by item, brand, or category
• Product discovery: How users find products on your website, like discovery methods (on-site search, recommendations, banner, etc.), search term, or UTM campaign

Merchandising and growth teams can easily track ecommerce performance, and then drill deeper with Amplitude’s tables, cohorts, and activation tools.

When data connects, agents can act on it

With Amplitude AI Agents, we’ve gone from manual analysis to fast, proactive, and automated intelligence. But agents are only as good as the data and context they ingest, so implementing persisted properties and session-based reporting connects user behavior and purchase outcomes in a framework that agents can understand.

Amplitude Global Agent and other LLMs can now surface insights based on questions like:

• “Which search terms drive higher-value purchases: ‘sneakers’ or ‘running shoes’?”
• “Do product recommendation modules on my website drive revenue?”
• “What percentage of sessions from paid search end up submitting a lead?”
• Coming soon: “Find users who’ve had two sessions without viewing a product page and sync them to my Meta campaign.”

These improvements to marketing analytics in Amplitude close the gap between seeing what users did and knowing what made them buy.