Livestorm Gets Clarity, Acts Faster, and Doubles New Regional Sales

Insight/Action/Outcome: With Amplitude’s Twilio Segment integration, Livestorm gained a single source of truth for its entire growth funnel. Analytics revealed which campaigns drove conversions and how they tied directly to revenue. Insights, such as AI search traffic converting 3x more than SEO and an untapped opportunity in localized content, informed smarter campaigns. With more actionable data and more targeted campaigns, Livestorm drives growth based on data, not guesswork.

Data is everything for our business. Just as a presenter uses a live poll to get a better sense of their audience, we couldn’t run Livestorm efficiently or at the same velocity without having actionable data.

Livestorm is an accessible webinar platform built to suit any need. Meticulously designed and easy to use, Livestorm enables organizations and groups of any size to connect and engage simply and powerfully, wherever their audience may be.

As head of growth, I run a team focused on acquisition, activation, and sales alignment. Because our biggest goals are generating net new revenue and keeping retention high, every campaign, every conversion, and every touchpoint matters. We run campaigns that drive traffic to our websites and convert in one of three ways:

• Booking a sales meeting
• Downloading marketing content
• Signing up for our paid product

My team's biggest challenge isn’t launching the campaigns—it’s proving to company leadership how our work affects revenue. How exactly were our campaigns driving signups, demos, and paid customers, and how could we adjust our activities to maximize our efforts?

Wishing for a clear view across the entire funnel

To answer those questions, we needed a single, reliable source of truth to measure conversions across the funnel, from the moment a visitor lands on our site to long-term retention. Just as important was getting clarity around which campaigns drove which conversions, which product features kept users engaged, and where new growth opportunities were hiding.

Manual reports weren’t cutting it. They took hours to compile and slowed our response to market changes. Instead of looking in the rearview mirror, we wanted the ability to surface issues and opportunities instantly, which would help us make confident decisions in minutes.

That’s where Amplitude came in, and it’s been a core part of our workflows ever since.

Clean data begins with a seamless integration

For us, everything starts with the native integration between Amplitude and Twilio Segment CDP. Segment collects user attributes and events across our website and platform, then streams them directly into Amplitude. We have complete confidence in the accuracy of the data, as it consistently comes from one source.

But accuracy alone isn’t enough. Speed matters, too. When we launch a campaign or release a new feature, we can start monitoring performance details right away. Because Segment and Amplitude are seamlessly connected, every event, attribute, and user action is instantly visible. That means we can react in minutes and make adjustments before small issues become big ones.

With all our data in Amplitude, we can track the entire customer journey, including website conversions, product engagement, and customer retention. In just a few clicks, I can filter down to a specific user group or drill into an individual event stream to get more details about a user. That flexibility makes it easy to understand behavior at both micro and macro levels.

The result is clarity. Dashboards and reports make it easy to slice data by campaign, channel, or audience. We get a complete view of which campaigns drive the most conversions, which conversions are most efficient, and how those actions ultimately relate to revenue.

Two metrics tell the story best: visitors who convert to users or qualified leads, and free users or prospects who convert to paid customers. Amplitude is the gold standard for tracking both these metrics, giving us the confidence to know exactly which efforts are driving real growth.

Data that sparks action and shapes strategy

More than just answering specific questions, Amplitude guides our way forward.

Localization jump-starts growth

Customers in Germany had asked for product translations and localized marketing assets, but we needed hard data to confirm the investment made sense.

We used Amplitude to replicate our website reporting and split it by locale, and that data encouraged us to move forward. After launching content local to the German market, Amplitude showed higher conversion rates from German visitors, validating our efforts.

Even though the /de locale contributes to only ~5% of our monthly organic traffic, we're seeing a strong +60% opportunity creation year over year, and we've more than doubled our sales new revenue in the DACH region compared to last year.

Understanding search traffic

Using Amplitude, we discovered that visitors arriving from AI search tools, such as ChatGPT or Claude, convert 3x better than traditional SEO traffic. From Q1 to Q3 this year, AI search grew from 3% to 8.5% of total signups. AI search signups became Livestorm’s second-highest source of signup-to-paid conversions (12.5%), outperforming traditional channels like word of mouth (8.8%), integration marketplaces (7.9%), review marketplaces (5%), social media (4.9%), and Google search (4%).

These AI-generated recommendations bring in high-intent visitors, and this insight revealed a major shift in how users discover Livestorm. In response, the team doubled down on AI-optimized content and community engagement on platforms like Reddit and Quora.

It only took half an hour in Amplitude to uncover the trend. I don’t think we ever would have spotted it without Amplitude, and it continues to shape our growth priorities.

Reacting and acting faster

Whenever conversions or product usage drop, Amplitude alerts us right away. Alerts allow our teams to respond quickly, whether the cause is a bug, outage, or simply a seasonal variation. Timing is everything in growth marketing, and alerts help us be more reactive, understand the impact of seasonality, and adapt campaigns accordingly.

As if that's not enough, Amplitude also saves us a lot of time. Not having Amplitude would probably double the time it takes for our analysis. Reports that once took hours to build now take less than 10 minutes, and we can share them instantly. Using Amplitude saves users anywhere from 12–20 hours on reporting and analysis each month, giving us more time to interpret results, discuss the analysis, and shape strategy.

Owning our success

Apart from relying on Amplitude to improve our product and boost growth, the platform helps us live one of our core values—ownership—more fully than before.

You can’t truly own a problem or project without data. We’ve adopted Amplitude company-wide, and now all teams have the insights they need to confirm assumptions, test ideas, and make decisions with confidence.

• Our product managers rely on it to track usage and feature adoption, helping them steer product development in the right direction and ensure customers continue to renew.
• Every day, teams share Amplitude links in Slack, tickets, and email threads.
• Even our executives use Amplitude to monitor global metrics across our website and platform.

No one has to guess anymore, and that knowledge gives everyone more ownership of their lane.

Amplitude has become a single source of truth that helps every team stay aligned as we grow. With Amplitude, we’re not waiting for results. We’re optimizing the funnel live and moving toward a flawlessly executed outcome.