Airbook & Amplitude Analytics: 6 Essential SQL Metrics for User Demographics Analysis

Rishikesh Ranjan
November 28, 2023


In data analytics, understanding the nuances of user demographics and behavior is an art. The digital age has brought us a wealth of information, yet sifting through this data to create actionable insights remains a tough challenge. This is where user demographic metrics come into play, serving as the compass in the vast ocean of data analysis.

Why are these metrics pivotal? Imagine having a detailed map that shows where your users come from and also reveals their behaviors, preferences, and interaction patterns. This is valuable and crucial in tailoring strategies that resonate with your audience. From the depths of Amplitude Analytics to the robust capabilities of Airbook SQL, mastering these tools is a second nature to being a data maestro, putting together insights that drive informed decisions.

Enter Amplitude and Airbook—a duo that transforms data analysis from a complex puzzle into an insightful journey. Amplitude Analytics stands at the forefront of user behavior, demographics and event tracking, offering a window into the world of user metrics through its intricate analysis capabilities. Whether it's segmenting audiences or tracking user engagement, Amplitude tracks everything piece of raw data that is needed to build meaningful narratives.

But what about harnessing this data for comprehensive and exploratory analysis? That's where Airbook comes into action. Leveraging Airbook for data analysis upgrades your insights, allowing you to merge Amplitude's rich data with the power of SQL. This synergy helps you in accessing information and weaving it into a story that speaks volumes about user behavior.

This blog serves as your step-by-step guide to unlocking these insights. From exploring product metrics with Amplitude Analytics and Airbook to optimizing user engagement analysis with SQL and Amplitude, we will dive into effective strategies for user demographics analysis. Integrating Amplitude data with Airbook opens a new door of possibilities, offering detailed insights that are both actionable and impactful.

So, are you ready? Let's dive into the world of Amplitude Analytics and Airbook, where every click, every user, and every metric tells a story waiting to be discovered.

User Demographics Metrics to Track

In Amplitude Analytics, understanding your user base is key to crafting experiences that resonate. By using SQL for data analysis, we dissect user demographics, revealing patterns and preferences that are vital for strategic decision-making. Let's dive into the key user demographics metrics that you can track using Amplitude Analytics, and create by practical SQL queries in Airbook.

User Distribution by Country

Definition: This metric shows the number of users categorized by the country they are located in.
SQL Query
SELECT country, COUNT(DISTINCT user_id) AS user_count
FROM amplitude.event
GROUP BY country;

Understanding user distribution by country is crucial for global strategy development. It enables you to identify key markets and adapt your product and service offerings to suit different cultural and regional preferences. This insight guides localized marketing efforts, ensuring that campaigns resonate with specific audiences. It also aids in compliance with regional regulations and understanding the impact of geopolitical factors on user behavior.

User Distribution by City

Definition: This metric counts users based on the city they reside in.
SQL Query
SELECT city, COUNT(DISTINCT user_id) AS user_count
FROM amplitude.event
GROUP BY city;

Analyzing user distribution by city offers invaluable insights for hyper-localized strategies. This level of detail helps in identifying urban trends and preferences, which is pivotal for location-based marketing and service offerings. It also allows for the customization of products and services to meet the unique needs of users in specific cities, improving user experience and satisfaction.

Device Brand Usage

Definition: Measures the count of users segmented by the brand of their device.
SQL Query
SELECT device_brand, COUNT(DISTINCT user_id) AS user_count
FROM amplitude.event
GROUP BY device_brand;

Tracking "device brand usage" helps in understanding the technological preferences of the user base. This information is vital for optimizing the app's performance on popular brands, ensuring a seamless user experience. It also assists in targeted advertising and partnerships with device manufacturers. Understanding brand preferences also provides insights into the socio-economic demographics of users, as certain brands may be more prevalent in specific income or age groups.

Device Type Distribution

Definition: Reflects the count of users divided by the type of device they use, like mobile, tablet, etc.
SQL Query
SELECT device_type, COUNT(DISTINCT user_id) AS user_count
FROM amplitude.event
GROUP BY device_type;

Knowing the distribution of device types used by your audience is key to designing user interfaces and experiences. This metric informs whether to prioritize mobile, tablet, or desktop optimization. It also helps in predicting user behavior patterns, as different devices are used differently. For instance, mobile users might prefer quick, on-the-go interactions, while desktop users might engage more deeply.

Language Preferences

Definition: Shows the count of users based on the language setting of their device or app.
SQL Query
SELECT language, COUNT(DISTINCT user_id) AS user_count
FROM amplitude.event
GROUP BY language;

Language preference data is essential for creating culturally relevant and accessible content. It guides the localization of the app interface, marketing materials, and customer support. Understanding language preferences also helps in identifying potential new markets for expansion and ensures inclusivity, making users feel valued and understood in their native language.

Operating System Usage

Definition: The count of users segmented by the operating system of their device.
SQL Query
SELECT os_name, COUNT(DISTINCT user_id) AS user_count
FROM amplitude.event
GROUP BY os_name;

Analyzing operating system usage informs technical development priorities. It enables businesses to optimize their applications for the most used operating systems, ensuring compatibility and smooth performance. This metric also provides insights into user behavior and preferences, as different operating systems may offer different features and user experiences. It guides cross-platform strategies and ensure equitable resource allocation for development and testing across various systems.

These user demographics metrics, powered by Amplitude Analytics and SQL, are instrumental in painting a comprehensive picture of your user base. Utilizing Airbook for data analysis further enriches this understanding, offering a platform for in-depth exploration and insightful decision-making. By integrating these metrics, you gain a strategic edge in user engagement analysis, unlocking new opportunities for growth and user satisfaction.

Step-by-Step Guide on how to do it with Airbook & SQL

Click here to see the guide: Airbook & Amplitude Analytics: Essential SQL Metrics


As we wrap up our exploration of user demographics metrics through the powerful lenses of Amplitude Analytics and Airbook SQL, it's clear that the insights gained are more than just numbers and graphs—they are the life of informed, data-driven decision-making. By leveraging Airbook's comprehensive data analysis capabilities, you transform raw data into a treasure trove of actionable insights, offering a deeper understanding of user behaviors and preferences.

The journey through data is an ongoing one. The metrics we discussed, from user distribution by country to operating system usage, provide a vital foundation for understanding your audience. But the true magic lies in continuously experimenting and refining your strategies. Integrating Amplitude data with Airbook not only simplifies this process but also amplifies the impact of your findings.

We encourage you to dive deeper, using the step-by-step guide to data analysis with SQL and Amplitude provided in this blog. Explore user metrics and product metrics, and see how they reshape your approach to user engagement and product development.

Each query, each analysis, brings you closer to optimizing your strategies and improving your user experience.

The fusion of Amplitude Analytics and Airbook opens new horizons in data analytics. It's an invitation to start the journey of discovery, where every piece of data holds the potential to unlock new opportunities and drive your business forward. So, take these tools, apply these insights, and let the data guide your path to success.

For more insights and strategies on using data for business growth, stay tuned to our blog. Embrace the power of data analytics with Airbook and Amplitude Analytics, and transform the way you understand and interact with your users.


What is the significance of user demographic metrics in data analytics?
How do Amplitude and Airbook enhance data analysis?
Why is understanding user distribution by country and city important?
How does knowledge of device brand and type usage benefit businesses?
Why is it important to understand users' language preferences and operating system usage?
How can leveraging Airbook for data analysis with Amplitude Analytics transform business strategies?
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