Closing the loop: How the enhanced Mixpanel–AppsFlyer integration connects re-engagement to in-app activity

For apps focused on sustainable growth, efficient re-engagement—the strategic effort to bring back dormant or lapsed users—is paramount. But for too long, a critical gap existed for marketers: while they could see when a user was re-engaged through a retargeting campaign attributed by AppsFlyer, they often lost visibility into that user's behavior once they were back inside the app. Naturally, this created a frustrating and incomplete picture of the user journey.

Responding to crucial feedback from our shared customer base, we're excited to announce a significant enhancement to the native integration between Mixpanel and AppsFlyer. Mixpanel now supports a new event type powered by AppsFlyer’s re-engagement and re-attribution postbacks, enabling seamless syncing of this data directly into Mixpanel.

This means that for customers using both platforms, the full user story—from the initial retargeting campaign touchpoint to subsequent in-app behavior and conversion—is now complete.

“As marketers focus on sustainable growth, connecting marketing performance with in-product behavior has become essential. Our enhanced integration with Mixpanel reflects that shift and provides the visibility advertisers need to optimize retargeting strategies, measure true ROI, and deliver more personalized in-app experiences, particularly for brands running large-scale re-engagement campaigns." 

Our long-standing native integration has always been valuable. By syncing key AppsFlyer attribution events, such as app installs and uninstalls, our customers have been able to gain deeper insight into user acquisition and churn, and measure campaign performance directly within Mixpanel’s digital analytics platform.

However, a key challenge remained. When existing users were targeted by re-engagement campaigns, the integration didn’t yet support sending detailed re-engagement data from AppsFlyer to Mixpanel. This created a major blind spot in understanding the true impact of re-engagement strategies on user behavior, retention, and lifetime value.

With this powerful enhanced integration, marketers and product managers can finally connect the dots and take a truly holistic, data-driven approach to retention. Mixpanel users can now…

Instantly connect re-engagement campaign attribution data from AppsFlyer with detailed in-app behavior insights in Mixpanel. Did the user convert after the retargeting ad? Did they adopt the new feature the campaign highlighted? You can now answer these questions with certainty.

Accurately analyze re-engagements and subsequent activity based on AppsFlyer attribution data for specific retargeting campaigns. This allows you to move beyond simply measuring  clicks and truly analyze the impact on deep user activity and retention metrics.

Understand the distinct behaviors of users brought back to the app through different re-engagement efforts. By creating cohorts based on the specific campaign that brought them back, you can tailor in-app messaging and optimize product flows.

Make data-driven decisions on which re-engagement channels, creatives, and strategies are delivering the highest value, by combining AppsFlyer’s attribution data with Mixpanel’s in-depth behavioral insights.

The impact of this seamless data flow is already being felt by our customers, as evidenced by RupaRupa:

"The seamless data flow between AppsFlyer and Mixpanel has significantly enhanced our ability to understand user behavior and the effectiveness of our re-engagement efforts. With the new postbacks, we're seeing much clearer insights that are directly contributing to our growth and retention goals."

This native event capability is now available to all shared customers. By linking your AppsFlyer re-engagement and re-attribution data with Mixpanel’s digital analytics, you can move from siloed data views to a truly connected, actionable customer journey map. Start maximizing your re-engagement ROI and driving sustainable growth by leveraging the full power of the combined AppsFlyer and Mixpanel platform today.