Mixpanel acquires DoubleLoop to accelerate digital continuous innovation

I’m excited to share that we’re acquiring DoubleLoop to accelerate Mixpanel’s ability to connect product metrics to business outcomes with AI.

One of the biggest challenges we hear from our customers isn’t a lack of data; it’s a lack of context.

Metrics without the business context are just numbers. Strategy blurs, priorities clash, and it becomes difficult to understand what work is truly driving impact.

In August 2025, we shipped Metric Trees to help teams move beyond single metrics toward a collaborative and shared context of how metrics together drive business outcomes. With Metric Trees, teams have the data access, context, and agency to deliver results.

Metric Trees are powerful, but identifying the right set of measures and the true relationship between them can be hard and slow. Fortunately, DoubleLoop shared a similar passion for solving this.

When we first met the DoubleLoop team, we were immediately struck by their passion and their focus on solving one core problem: helping teams escape the feature factory to have a real impact. It was clear that we share a deep belief in a world where every team can act on data and drive meaningful results.

DoubleLoop’s AI-powered approach accelerates the process of surfacing and structuring the metrics that matter, aligned with strategic priorities, and company and market context.

As DoubleLoop CEO, Dan Schmidt, explains:

"We founded DoubleLoop to help product teams escape the feature factory and drive impact. Inside Mixpanel, Metric Trees and AI can do what’s never been possible before—connect business goals directly to user behavior—at a scale that empowers thousands of teams to know with confidence which levers truly drive growth.”

Metric Trees give every product leader and growth team the clarity, alignment, and context they need to turn data into execution and immediate impact. DoubleLoop accelerates this process for everyone.

“Teams proficient in digital analytics still lack the context of how their work impacts business objectives. DoubleLoop's AI-automated value frameworks, consulting experience, and market insights help teams connect how product decisions map to business results faster than ever. This acquisition reinforces Mixpanel as the place where product data and product strategy finally converge.”

Together, Mixpanel and DoubleLoop enable teams to become outcome-driven faster than ever—powering digital continuous innovation grounded on value frameworks that directly connect product performance to business results. With our combined platform, we’re the only solution that combines deep analytics, AI automation, and strategic expertise in one integrated solution.

This is just the beginning. We look forward to the future we'll build together, empowering every team to act with confidence and turn data into unstoppable momentum.