Case Study: OkCupid achieves better matchmaking, increased engagement, and faster product launches with Amplitude

How OkCupid Uses Analytics to Help People Find Love

OkCupid, a long-running online dating platform, faced the challenge of turning vast, messy user data into actionable insights that improve matching, onboarding, engagement, and retention—especially as user behavior shifted during COVID-19. The team needed to understand individual user journeys and different intents (long-term vs. casual) without getting bogged down in manual SQL or slow BI processes.

They built a customer data stack using mParticle for event collection, Looker for traditional BI, and Amplitude for deep product analytics. Amplitude lets teams map time-series journeys, identify cohorts and leading indicators, QA events in real time, and share dashboards across product and data teams—enabling faster A/B tests and feature launches. The result: quicker, data-driven product iterations, stronger engagement and retention, and continued scale (millions of introductions and connections weekly) as users shifted to deeper in-app conversations.

OkCupid

Nick Aldershof

OkCupid