What Is Mixpanel?

Mixpanel is a powerful analytics platform designed to help businesses understand how users interact with their products. It allows you to track user actions, analyze user behavior, and gain insights into customer engagement and retention. With Mixpanel, companies can make data-driven decisions by measuring key metrics like user growth, product usage, and the effectiveness of marketing campaigns. It's especially popular for its ability to handle event-based tracking and detailed user segmentation.

Product Type: Analytics
Integration Type: Starter Kit
Event Source Type: Web
Event Scope: Full-Funnel Events

Capabilities

Event Tracking and Analysis:
- Event-Based Analytics: The integration captures and sends user actions (events) to Mixpanel, allowing you to track and analyze how users interact with your product. The main endpoint used for this is https://api.mixpanel.com/import?strict=1&project_id=$$PROJECT_ID$$, which handles the import of event data into Mixpanel.
- Segmentation: By including user identifiers and properties in the data sent to the above endpoint, the integration enables Mixpanel to segment users based on their behavior and attributes, facilitating targeted analysis.
- Funnels: The events sent through this integration to the import endpoint can be used to create funnel reports in Mixpanel, helping you visualize and understand user journeys and conversion rates.
User Profile Management:
- User Profiles: The integration supports the creation and updating of user profiles by sending identify events to the https://api.mixpanel.com/engage#profile-set endpoint. This allows you to store and manage detailed information about individual users, including their properties and engagement history.
- Identity Management: By sending both anonymous and identified user data to the profile-set endpoint, the integration helps Mixpanel merge user actions into unified profiles, ensuring that all user interactions are tracked accurately.
Data Management and Integration:
- Data Import: The integration facilitates the direct import of event and user profile data into Mixpanel through the import and profile-set endpoints. This ensures that server-side data is captured and available for analysis within the platform.
Security and Compliance:
- Data Privacy and Security: The integration uses secure authentication methods (username and password) to protect data as it is transmitted to Mixpanel. This ensures that sensitive information is handled securely and complies with data protection standards.

Limitations

Advanced Reporting and Insights: While the integration sends data to Mixpanel, it does not handle the creation of dashboards, custom reports, or visualizations—these are done within the Mixpanel platform itself.
A/B Testing and Experimentation: The integration does not directly support A/B testing or in-product messaging; these would require additional implementation within Mixpanel.
Collaboration and Access Control: These features are related to how users interact with the Mixpanel interface and are not part of the data integration.

Starter Kit Setup Guide

1. Gather Credentials

User Name: Your login username for your Mixpanel account.
Token: A project's token, found in the Access Keys section of a project's settings overview page.
Password: The password you use to log into your Mixpanel account.
Project ID: Found under Project Settings within the Project Details section.

2. Add a Mixpanel Integration

From the integration library, add a Mixpanel integration. Then, fill out the Connection Parameters:

Connection Parameter	Description
`USERNAME`	This is your login username for Mixpanel.
`TOKEN`	Your project token under project settings.
`PASSWORD`	Your login password.
`PROJECT_ID`	The ID number of the project.

3. Configure Event Mapping

MetaRouter provides all of the event mappings that Mixpanel integrations typically require. You may add custom events, parameters, or mappings in accordance with Mixpanel's API documentation.

4. Deploy to Pipeline

In the Pipelines tab, add your Mixpanel integration.
Select the correct integration revision.
Click Add Integration to finalize deployment.

Event Mappings

Event Specific

Identify

Output Key	Description	Expected Input
`$token` Required	String: Project token.	`$$TOKEN$$`
`$distinct_id` Required	String: The unique identifier of the user who performed the event.	`anonymousId`
`$set`	Object: A Mixpanel operation that updates or creates properties in a user profile with the specified values.	`traits`

Default

Output Key	Description	Expected Input
`event` Required	String: The name of the event being tracked.	Expression – returns `input.event` for track events, otherwise `input.type`
`properties`	Object: A set of key-value pairs that describe the event.	`properties`
`properties.time` Required	Number: The timestamp of the event, in milliseconds since Unix epoch.	Expression – converts the event timestamp to milliseconds since epoch
`properties.distinct_id` Required	String: A unique identifier for the user.	`anonymousId`
`properties.URL`	String: The URL of the page where the event occurred.	`context.page.url`
`properties.$anon_id`	String: A unique identifier for the anonymous user.	`anonymousId`
`properties.$insert_id`	String: A unique identifier for this event, used to deduplicate events.	`messageId`
`properties.$identified_id` Required	String: A unique identifier for the identified user.	`userId`

Required & Recommended Identifiers

These identifiers must be mapped to Mixpanel in order for successful user matching to occur. Without these IDs, any events sent to Mixpanel may not be accurately reflected in reporting. For your convenience, required and recommended IDs are mapped as Global parameters to ensure they are added to every event.

Attribute	Example	Sync Injector Required?
`$distinct_id` Required	`abc123`	No
`$identified_id` Required	`user123`	No
`$anon_id` Recommended	`anon456`	No

Integration Validation

Coordinate with your Mixpanel representative, or use the Mixpanel dashboard, to confirm that events are being received and processed correctly on their backend.

Additional Mixpanel Documentation