How Praktika Accelerated Experimentation & Achieved 20x Revenue Growth

Insights/Action/Outcome: Praktika needed a real-time, trustworthy view of user behavior to evolve its AI language tutor product quickly and effectively. The team adopted Amplitude from day one as its single source of truth for experimentation, performance monitoring, and strategic decisions across all teams. This enabled rapid iteration, stronger retention, and significant business impact, contributing to Praktika’s 20x revenue growth from 2023 to 2024.

Praktika is an AI language tutor app that helps learners practice real conversations with AI tutors to improve speaking fluency and confidence. The app is available in English, Spanish, French, Japanese, Korean, German, Portuguese, and Italian on iOS and Android. Because our product evolves quickly across nine languages and multiple markets, we rely heavily on accurate, real-time visibility to understand how learners progress and how new features affect their outcomes. Amplitude plays a central role in making that possible.

Working in an AI-native environment means we iterate fast. To make reliable decisions, we need to understand how changes affect the learning experience from the moment a user downloads the app.

Starting with Amplitude from day one

When we started building Praktika, we faced a clear decision: either invest time and resources in creating a full internal data stack or adopt a platform that could provide us with deep behavioral visibility immediately. For a young startup, building our own solution would have required months of engineering work and significant capital. We chose the more efficient path.

Amplitude became our source of truth from day one. Having structured behavioral analytics available from the start allowed us to track our monetization funnel, observe how cohorts evolve, analyze session quality, and understand usage patterns across the app—all without dedicating a team to data infrastructure.

This foundation made it easier to bring new features to market quickly and understand their impact right away.

Running experiments at the pace our product demands

Experimentation is at the core of how we build Praktika. We consistently test new features, conversation models, learning paths, and pricing variations, other than having a deep layer of product personalization. Because our users span diverse regions, languages, and acquisition channels, analyzing behavior by user segment is essential.

Amplitude helps us understand how learners interact with our AI tutors, whether new voice-based conversation flows lead to more speaking practice, and how personalized learning paths influence retention. These insights shape our roadmap, helping us prioritize features that deliver real learning outcomes.

Amplitude’s growing AI capabilities also enable us to explore data more easily. Tools like AI dashboards and Amplitude MCP improve how we navigate complex metrics and run experiments with greater confidence.

Aligning the organization

In order for Praktka to be one of the leading language learning apps in the world, everyone at the company is customer and metric-obsessed, regardless of the department. And because Amplitude is intuitive and accessible, every team at Praktika uses it. Engineers rely on it to analyze feature performance. Leadership uses it to guide strategic decisions. Finance uses it for investor reporting. Our support team uses it to understand subscription behavior and user journeys.

Amplitude has become the connective tissue that links our teams together. Everyone works from the same dashboards and aligns on the same data.

Avoiding a custom analytics stack has also kept our operation lean. Building and maintaining an internal solution would have cost far more than we could justify at our stage, likely hundreds of thousands annually. Amplitude gives us that capability without the overhead.

Turning insight into product improvement and growth

We have come a long way from a 3-person team serving our first customer three years ago to 15 million downloads and over 2 million monthly active users last year. Every meaningful improvement we’ve made in Praktika has been grounded in insights from Amplitude. Tracking how users progress through learning paths, identifying which types of tasks lead to improved speaking confidence, and observing how session quality evolves have shaped our product decisions. It also helps us ensure learners see tangible progress as early as possible.

Amplitude has been essential for evaluating the impact of major features like our voice-based conversation flows, real-life task modules, and personalized learning paths. Understanding usage patterns at this depth keeps our product aligned with how learners actually study—and what helps them improve.

Our results reflect that approach. We increased revenue by more than 20 times from 2023 to 2024, with exceptional growth continuing in 2025. Clear data, fast iteration, and a shared source of truth have contributed significantly to that acceleration.

Supporting a culture of continuous discovery

One of the most valuable aspects of Amplitude is how often it reveals new insights we weren’t actively searching for. Sometimes a single chart prompts us to rethink a feature or explore a new product dimension.

This cycle of discovery and iteration helps us maintain momentum and continuously refine the learning experience.

Why Amplitude is the right fit for our team

Amplitude gives us velocity, alignment, and confidence. We move fast, and we need clear data to support that speed. Having a platform we trust allows us to make decisions based on facts rather than assumptions.

Our experience with the Amplitude team has also been excellent. We work closely with Sela Wooldridge, who supports us through feature adoption, experimentation best practices, and overall analytics strategy.

Looking forward, we know that without Amplitude, our decision-making and product development processes would slow down dramatically. Rebuilding this capability internally would be costly and distracting. Using Amplitude from day one was absolutely the right choice for us.