Amplitude · Daily · 07:00 your time
Yesterday's Amplitude numbers, emailed at 7:00.
Active users, new users, sessions per user and session length for your project, each vs the previous day, last week and last month. Computed from Amplitude's Dashboard REST API, never generated.
- From
- Morning Pulse <noreply@mail.morningpulse.app>
- Subject
- Morning Pulse — Fri, Oct 16
Morning Pulse App
Friday, October 16, 2026
Hello Alex,
Here are your numbers:
Fieldnote
Web
| KPI | Period | Value |
|---|---|---|
| Active Users ampActiveUsers |
Oct 15 | 1,846 |
| ▲ +4.1% vs. previous day▲ +7.9% vs. last week▲ +12.6% vs. last month | ||
| New Users ampNewUsers |
Oct 15 | 132 |
| ▼ -6.4% vs. previous day▲ +3.1% vs. last week▲ +18.0% vs. last month | ||
| Sessions per User ampSessions |
Oct 15 | 2.3 |
| ▲ +0.9% vs. previous day▲ +2.6% vs. last week▲ +4.5% vs. last month | ||
| Avg Session Length ampAvg |
Oct 15 | 4m 12s |
| ▲ +3.7% vs. previous day▼ -2.2% vs. last week▲ +8.3% vs. last month | ||
01 — Build vs run
Daily totals look simple. Weekly ones aren't.
| Problem | Your script | Morning Pulse |
|---|---|---|
| Unique users | Your scriptAdd up a week of daily active users and someone active five days counts as five people. | Morning PulseWeekly and monthly Active Users is the average day. It is never summed. |
| Late events | Your scriptOffline devices send events late, so yesterday's row keeps rising after you've read it. | Morning PulseThe last 10 days are re-read on every run, and each row is dated with the day it covers. |
| Time zone | Your scriptA 7:00 UTC run can read a day that hasn't ended in your project. | Morning PulseOnly days that have ended in your project's time zone. |
| Session averages | Your scriptAveraging daily sessions per user weighs a 20-user day like a 2,000-user one. | Morning PulseSessions per user is weighted by active users, and session length by sessions. |
| Numbers | Your scriptAn LLM summarizing the JSON can round, swap or invent a percentage. | Morning PulseArithmetic in code. No model writes a number. |
02 — What's inside
Four numbers. Enough to know if your product had a normal day.
Daily totals for your Amplitude project. Quick setup adds Active Users, New Users and Sessions per User with 90 days of history. Aggregation is how days add up when you pick a weekly or monthly KPI instead of a daily one.
| KPI | Aggregation | |
|---|---|---|
| Active UsersampActiveUsersPeople who did at least one active event that day. | daily average · never summed | People who did at least one active event that day. |
| New UsersampNewUsersPeople seen for the first time that day. | sum | People seen for the first time that day. |
| Sessions per UserampSessionsPerUserAverage sessions per active user. | weighted by active users | Average sessions per active user. |
| Avg Session LengthampAvgSessionLengthAverage time per session. | weighted by sessions | Average time per session. |
Why recent days can rise
- The same person active on Monday and Tuesday is one person. Adding daily active users counts them twice, so weekly and monthly Active Users show the average day. That is not Amplitude's weekly active users chart, which counts each person once across the week. Expect the two to differ.
- Offline devices send their events when they reconnect, so the last few days can still rise slightly. Morning Pulse re-reads the last 10 days on every run, so later emails and trends use the updated totals.
- Days are cut in your project's time zone and read only once they've ended there. If your project's time zone is well behind yours, the 7:00 email shows the last finished day, dated.
03 — How it works
Set it up once. Read it every morning.
-
01
Create a secret key
In Amplitude, open Organization settings > API Keys, pick your project and click Generate Secret Key. Name it Morning Pulse. You need the Manager or Admin role.
-
02
Paste both keys
Pick US or EU and your project's time zone. Quick setup adds your KPIs with 90 days of history.
-
03
Read it at 7:00
Yesterday's project totals, each dated with the day it covers.
Amplitude has no read-only key. Here is what we do with yours.
An Amplitude key pair can also export raw events and delete users. Morning Pulse's code allows three Amplitude endpoints, all daily totals, and nothing else.
Reads
- Daily active users and new users for the project
- Sessions per user and average session length
Never
- Reads individual events, user IDs, device IDs, user properties or cohorts
- Exports events or deletes users
- Sends your keys outside the region you chose
- Keeps your keys after you disconnect
04 — FAQ
Amplitude questions, answered straight.
Which Amplitude numbers are in the email?
Active users, new users, sessions per user and average session length. They are daily totals for the Amplitude project you connect, each compared with the previous day, last week and last month. There is no breakdown by event, platform, country or cohort.
Why doesn't weekly Active Users match Amplitude's weekly active users?
Amplitude's weekly count includes each person once across the week. Morning Pulse shows the average day, because daily active users can't be added up. Use Amplitude when you need unique weekly or monthly users.
Why did yesterday's number go up after the email?
Devices that were offline send their events when they reconnect, so the last few days can still rise slightly. Morning Pulse re-reads the last 10 days on every run, so later emails and trends use the updated totals.
Why not just use Amplitude's own reports?
If Amplitude is the only tool you check and its own reports work for you, you may not need Morning Pulse. Morning Pulse sends the same layout every morning, one row per KPI with three comparisons computed in code, and it can put GA4, Search Console, App Store, Google Play, Stripe and Shopify in the same email. It sends email, not Slack messages.
What can Morning Pulse do with my keys?
Amplitude has no read-only key, so the pair could also export raw events or delete users. Morning Pulse only calls Amplitude's daily totals endpoints for active users, new users and sessions. It never reads individual events, user IDs, device IDs, user properties or cohorts. Use a secret key created just for Morning Pulse. Both keys are encrypted at rest and sent only to the region you chose. Disconnecting deletes our copy; to revoke access, delete the secret key in Amplitude.
Which region and time zone do I pick?
US if you sign in at app.amplitude.com, EU if you sign in at app.eu.amplitude.com. For the time zone, use the one in Amplitude > Project settings, so days in the email follow your project's days.
How much does it cost?
Free is €0 forever: Amplitude can be your one source, with 3 KPIs (quick setup picks active users, new users and sessions per user) and the daily email, with no card. Starter is €4/month or €40/year: unlimited KPIs, so average session length too, and all seven sources for 1 app. Pro is €8/month or €80/year: unlimited apps, anomaly alert emails (not for Amplitude KPIs), weekly, monthly and quarterly emails, unlimited recipients, read-only team access and a morning brief on WhatsApp (paid Pro by card only, not the trial or Shopify billing; EU, India and Canada numbers). Your first Starter or Pro subscription starts with a 14-day trial, and checkout asks for a card. See pricing.
Same email, other sources
All seven sources →
GA4
Search Console
App Store
Google Play
Stripe
ShopifyYour Amplitude numbers, tomorrow at 7:00.
Free: 3 KPIs from one source, no card.