Inside Mixpanel

Introducing Custom Events

You may want to see how active users use your product but who an active user is differs for each company. Custom events solve this problem because they’re flexible enough to let you define a group of users however you’d like. And it works all throughout Mixpanel’s reports.

A custom event is a special type of event that you define using existing events and properties. You can create a custom event from the funnel builder UI, after which it will appear in the “Select an event” menu. With that in place, any time a user performs any of the events specified in your custom event, they will be included in that step. Let’s take a look at a more concrete example.

Example

Imagine your business has two ways for users to spend money: they can purchase an item from your store or subscribe to a service that you offer. You represent each of these actions with Mixpanel events named “Item purchased” and “Subscription created” respectively. Later, you decide that you want to setup a funnel to track how many users are logging in and then spending any money at all. So what do you do?

With Custom Events, you can create a custom event containing “Item purchased” and “Subscription created” and then save it as “Spent money”. Now you can use “Spent money” as a funnel step just like a regular event. Then, any time a user performs an “Item purchased” or “Subscription created” action, they’ll be included in that step.

Build custom events with multiple properties

Another benefit of Custom Events is the ability to filter on multiple properties instead of just one. When you define a new event to be included in a custom event, you can add property filters that must also match for the event to count in a funnel step.

As a basic example, let’s say you want to build a sign-up funnel but restrict it to users that came from Google, use Google Chrome, and live in Mountain View. You can create a new custom event that includes the “sign up” event and add filters to specify that “Initial Referrer” contains “google,” “Browser” equals “Google Chrome,” and “City” equals “Mountain View.” We’ll call the new event “Sign up – Googler.”

Now when you specify a funnel step with the “Sign up – Googler” event, it will only contain sign-up events that match all of those properties.

Get the latest from Mixpanel
This field is required.