What analytics data can AMP collect?

AMP enables analytics that standard HTML email cannot capture. You can track interactions within the email itself: which carousel slides users viewed, which accordion sections they expanded, how far they scrolled through long-form content, which form fields they completed before abandoning. This in-email behavioral data reveals engagement patterns invisible to traditional open/click tracking.

The amp-analytics component allows sending interaction data to analytics endpoints. You can track form submissions (including partial completions), button clicks, component visibility, and custom events you define. This data flows to your analytics infrastructure, enabling segmentation based on in-email behavior and optimization of AMP experiences over time.

However, AMP's security restrictions limit certain tracking methods. External tracking pixels are prohibited, and standard third-party analytics scripts don't work in AMP's restricted JavaScript environment. You'll need server-side analytics implementations or AMP-compatible analytics providers. AMP analytics offer deeper behavioral insight within the email, but implementing that analytics requires adaptation to AMP's security model, not just dropping in traditional tracking code.