Amplitude updated its Privacy Notice on May 14, 2026, with minor revisions to disclosure language. The primary change involves replacing a reference to PathFactory's privacy practices with an explicit disclosure about ZeroClick, a conversion tracking tool used in Amplitude's advertising. The updated text now states that Amplitude uses ZeroClick to track conversions and website visits from advertisements, and directs users to ZeroClick's privacy practices for more information.
The updated Privacy Notice now explicitly discloses that Amplitude uses ZeroClick to track conversions and website visits from advertisements delivered through their ad network. Previously, this specific tracking tool and its purpose were not disclosed in the language provided. The change adds clarity about what advertising-related data collection occurs, and directs users to ZeroClick's separate privacy notice for additional details about how that vendor processes data.
The updated language provides explicit transparency about how Amplitude tracks advertising performance, establishing a disclosure chain that directs users to a third-party vendor's privacy practices. This supports compliance with privacy framework transparency obligations and clarifies the scope of conversion tracking occurring through Amplitude's ad network.
→ Review ZeroClick's privacy practices using the link provided in Amplitude's updated Privacy Notice to understand how conversion and visit data is handled
→ Users may not be aware that conversion tracking occurs through ZeroClick when exposed to Amplitude-served advertisements, unless they read the updated disclosure
Amplitude now explicitly discloses that it uses ZeroClick to track conversions and website visits from advertisements, and directs users to ZeroClick's privacy practices
This change record describes what was added, removed, or modified in the document. Analysis reflects what the updated agreement states or permits. It does not constitute a legal determination about enforceability. Applicability may vary by jurisdiction. Methodology
Amplitude clarified its Privacy Notice to explicitly disclose use of ZeroClick for conversion and website visit tracking in advertising contexts. This appears to be a disclosure addition rather than a material change in data practices, and likely reflects standard vendor transparency requirements under privacy frameworks like GDPR and CCPA that require organizations to disclose third-party tools used for data collection. No new collection authority is being asserted, only documentation of an existing advertising practice. Organizations relying on Amplitude should verify that their own privacy notices and data processing agreements reflect this vendor disclosure.
GDPR (Articles 13-14 transparency obligations), CCPA (disclosure of third-party data collection), state privacy laws with vendor transparency requirements
Full compliance analysis
Obligation analysis, escalation trigger, board language, and recommended action.
Monitor: regulatory citations + obligations. Compliance: full compliance memo.
ConductAtlas provides verified policy intelligence sourced directly from platform documents. All analysis is intended to support, not replace, legal and compliance review. Record CA-C-002133.
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