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Amplitude vs BigQuery ML

Amplitude logo

Amplitude

Technology

The digital analytics platform to understand your users

From
Free
Rated
-
Full reviewWebsite
BigQuery ML logo

BigQuery ML

Machine Learning

Machine learning in BigQuery using SQL

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Amplitude metered on event volume, so instrumenting more of a product raises the bill even if the audience does not grow; BigQuery ML not available in BigQuery's Standard edition, so the cheapest tier cannot use it
  • They diverge on capability: Amplitude covers Event tracking, BigQuery ML covers SQL-based ML.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Amplitude and BigQuery ML actually diverge.

Attributes where Amplitude and BigQuery ML differ
AttributeAmplitudeBigQuery ML
Pricing modelUnknownusage-based
PlatformsWeb, Ios, Android, ApiWeb
CategoryTechnologyMachine Learning
Founded20122008

Identical on both: starting price (Free), free tier (Yes), user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Amplitude

  • Event tracking
  • User segmentation
  • Funnel analysis
  • Retention analysis
  • Cohort analysis
  • A/B testing
  • Revenue analytics
  • Predictive analytics

Only in BigQuery ML

  • SQL-based ML
  • AutoML Tables
  • Model export
  • Prediction functions
  • Feature preprocessing
  • Vertex AI
  • TensorFlow
  • Cloud Storage

Both cover

  • BigQuery

What people use each for

The jobs each tool is most often brought in to do.

Amplitude

  • User behavior analysisnot BigQuery ML
  • Feature adoption trackingnot BigQuery ML
  • Conversion rate optimizationnot BigQuery ML
  • Customer journey mappingnot BigQuery ML
  • Retention improvementnot BigQuery ML

BigQuery ML

  • Training models in SQL without exporting datanot Amplitude
  • Linear and logistic regression on warehouse datanot Amplitude
  • K-means clustering and matrix factorisation for recommendationsnot Amplitude
  • Time series forecasting with ARIMA_PLUSnot Amplitude
  • Running imported ONNX, TensorFlow or XGBoost models against BigQuery datanot Amplitude

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Amplitude

  • Metered on event volume, so instrumenting more of a product raises the bill even if the audience does not grow
  • The free plan covers 2M events a month
  • The Plus plan scales to 70M events, above which pricing is custom
  • Growth and Enterprise pricing is not published

BigQuery ML

  • Not available in BigQuery's Standard edition, so the cheapest tier cannot use it
  • Billed through BigQuery compute and storage rather than as its own product, so training cost tracks data scanned
  • Remote models incur extra Agent Platform charges on top
  • Externally trained model types such as boosted trees and AutoML run through Agent Platform rather than inside BigQuery

Pricing, plan by plan

Amplitude

Free
  • StarterFree
    • 2 million events per month
  • Plus$49/month
    • $0.049 per MTU
    • Up to 300k MTUs
    • Advanced analytics
  • GrowthFree
    • Causal insights
    • Feature experimentation
    • Real-time streaming
  • EnterpriseFree
    • Cross-product analysis
    • Advanced permissions
    • Dedicated account manager

BigQuery ML

Free
  • Free TierFree
    • 10GB storage
    • 1TB queries
  • On-Demand$5/TB
    • Pay per TB scanned
    • ML training costs

Which should you pick?

Choose Amplitude if

  • You need event tracking.
  • You want to start without paying.
  • You work on Web, Ios, Android, Api.
  • You also want user segmentation.
Amplitude review

Choose BigQuery ML if

  • You need sql-based ml.
  • You want to start without paying.
  • You also want automl tables.
BigQuery ML review

Questions people ask

Is Amplitude or BigQuery ML better?
Neither clearly leads. Amplitude starts at Free and BigQuery ML at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Amplitude or BigQuery ML?
Amplitude starts at Free and BigQuery ML at Free.
Does Amplitude or BigQuery ML run on more platforms?
Amplitude runs on Web, Ios, Android, Api. BigQuery ML runs on Web.
Can I use Amplitude for free?
Both have a free tier, so you can try either at no cost before committing.
What is Amplitude best used for?
Amplitude is most often used for user behavior analysis, feature adoption tracking, conversion rate optimization, customer journey mapping. Of those, user behavior analysis and feature adoption tracking are not what BigQuery ML is typically brought in for.
What can Amplitude do that BigQuery ML cannot?
Amplitude covers Event tracking, User segmentation, Funnel analysis, Retention analysis. BigQuery ML covers SQL-based ML, AutoML Tables, Model export, Prediction functions. Both handle BigQuery.

Answered from the vendors’ own pages

Amplitude: Does Amplitude have a free plan?

Yes, Amplitude offers a free Starter plan with 2 million events per month and access to the entire platform including analytics, session replay, and experimentation features.

Source
BigQuery ML: How much does Google Cloud BigQuery ML cost?

BigQuery ML pricing is not specified separately on Google Cloud's pricing page. It follows the same pay-as-you-go model as BigQuery, charging per terabyte of data scanned during analysis. Customers receive $300 in free credits and can use 20+ products free up to monthly limits.

Source
Amplitude: What is Amplitude's pricing based on?

Amplitude's pricing is based on the number of monthly tracked users (MTUs), data volume, and advanced features selected. The Plus plan starts at $49 per month with a rate of $0.049 per MTU.

Source
BigQuery ML: Does Google Cloud offer a free trial?

Yes, new customers get $300 in free credits and all customers can use 20+ Google Cloud products free up to their monthly usage limits.

Source
Amplitude: What analytics features does every Amplitude plan include?

Every plan includes access to the full platform: analytics, session replay, feature experimentation, web experimentation, guides and surveys, activation, and AI tools like AI Feedback and AI Assistant.

Source
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