> For the complete documentation index, see [llms.txt](https://docs.amply.tools/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.amply.tools/getting-started/what-is-amply.md). # What is Amply A deeper look at the product: the problem Amply solves, the model it uses, and where it stops. ## The decision layer for in-app experience Most mobile apps run on paid acquisition, multiple ad creatives, Custom Product Pages, subscription monetization, and continuous experimentation. The outside of the funnel is dynamic. Inside the app, experience is usually static. One onboarding for everyone. One paywall screen for everyone. Logic scattered across code and feature flags. Every meaningful change needs a release. Amply closes that gap. It is a decision layer between the context a user arrives with and the experience the app shows them. You configure the decisions remotely, the SDK executes them, and you can change them without shipping a new build. ## Scenarios, not screens Amply is not a screen builder. You build scenarios. A scenario describes: * **When it starts** — which event, attribute, or entry condition triggers it * **Who it applies to** — audience rules over session, device, user, and custom data * **What runs** — the sequence of screens, deeplinks, or actions the app performs * **When it ends** — completion, time limit, or explicit stop Screens and deeplinks are execution details. The scenario is what you own in the dashboard. ## What you can do with Amply These are the cases Amply is built for. **Entry-based onboarding routing.** Different ads and Custom Product Pages lead users to different onboarding screens in your app. Organic users get the default. All routing is configured remotely via deeplink campaigns. **In-app rating prompts at the right moment.** Fire the platform's native rate-review prompt at a specific event and only for users who meet your targeting rules — a successful purchase, a milestone, a positive in-app feedback answer. **Post-trial recovery.** Detect trial end, fire a deeplink campaign that routes to your recovery or offer screen, cap the frequency so users don't see it repeatedly. **Reactivation after inactivity.** Detect that a user hasn't opened the app in N days, route them to a reactivation screen you already have in the app. **Seasonal and event-based campaigns.** Create time-bound campaigns for a holiday or promotion, target the audience, let them deactivate automatically. ## What Amply is not Amply is deliberately narrow. It is not: * A BI dashboard * A push notification platform * A full marketing automation suite * A replacement for RevenueCat * A cross-channel enterprise engagement system * A CMS for in-app content * An A/B testing platform If you need those, keep the tools you use. Amply coordinates with them. ## Who Amply is for Amply is built for teams that actively manage growth and monetization in mobile apps and want to move fast. * **Solo founders** running one or several apps who cannot ship a release every time a paywall needs adjusting. * **Small and mid-size mobile teams** who want remote control over onboarding and paywalls without standing up internal tooling. * **Growth and product managers** who own conversion metrics and need a tool they can operate without a developer in the loop for every change. * **Performance marketing teams** running paid traffic who need the in-app experience to match the ad that brought the user in. If you are an enterprise with omnichannel messaging, cross-device orchestration, and a dedicated customer data platform, Amply is probably not the shape of tool you need. Amply solves a narrower, sharper problem. ## How it works, briefly The SDK runs in your app and collects session, device, and event data. When an event fires or a screen loads, the SDK checks the campaigns you have published. If a campaign matches, the SDK executes its action — opening a deeplink to one of your app's screens, prompting a native rate review, or handing off to your own code. You manage the scenarios in the Amply dashboard. You publish changes from the dashboard. The SDK picks them up on the next session. For the full picture, see [How Amply fits](/getting-started/how-amply-fits.md). ## How Amply differs from adjacent tools **Versus enterprise engagement platforms.** Enterprise platforms focus on omnichannel messaging, cross-device orchestration, and enterprise data infrastructure. Amply is narrower by design — in-app routing, onboarding orchestration, entry-based flows. If you have a dedicated customer data platform and a large operations team, Amply is not the right shape. **Versus feature flag tools.** Feature flags toggle code paths. Amply orchestrates user-visible campaigns with targeting, triggers, and frequency rules built in. You can use both; they solve different problems. **Versus A/B testing tools.** Amply is not an A/B testing tool — it controls *which scenario a user enters*, not which variant of a widget they see. Use your experimentation tool for the variant test; use Amply for the in-app decision layer around it. **Versus your analytics tool.** Amply has its own event stream for targeting. It is not a BI or product analytics replacement — you should continue to send events to your analytics tool for reporting and exploration. ## A note on scope Amply is built to be lightweight enough for a solo founder to operate and powerful enough to grow with a team. It stays narrow on purpose. When a feature would push Amply into push notifications, BI, or full customer lifecycle management, we say no. The value is in doing one thing — the in-app decision layer — well. ## Related * [How Amply fits](/getting-started/how-amply-fits.md) — architecture view of where Amply sits in your stack * [Quickstart](/getting-started/quickstart.md) — get a working integration in under an hour * [User Guide](/user-guide/overview.md) — build your first campaign * [Developer Guide](/developer-guide/installation.md) — integrate the SDK --- # Agent Instructions This documentation is published with GitBook. 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