Mixpanel Marketing Analytics - Mixpanel
Mixpanel Marketing Analytics
Inside Mixpanel

Mixpanel Marketing Analytics

Last edited: May 17, 2023 Published: May 2, 2023

Mixpanel now supports robust marketing analytics out of the box, enabling marketing and growth teams to gather insights across today’s evolving acquisition channels and collaborate with product teams on a full user journey funnel.

Amir Movafaghi CEO @ Mixpanel

Mixpanel launched over a decade ago as an analytics tool for product teams. But here’s a little secret: More than half of our users today are actually on marketing teams. There are two reasons why.

  1. Product and marketing teams have to collaborate very closely to drive growth, especially when the goal is product-led growth (PLG). That makes it important to use the same analytics tool.
  2. Traditional marketing analytics tools were built for just the web, but marketing channels have evolved. Mixpanel’s event-based data model helps marketers analyze the endless user behavioral data around everything from ads to purchases across channels and campaign effectiveness by cohorts.

Though we’ve loved to see this adoption of Mixpanel by marketers and growth teams, we also understand it can take extra effort for them to get optimum value out of a tool designed for product teams.

That’s why today we’re announcing Mixpanel Marketing Analytics, including several new Mixpanel features and capabilities to enable support for robust marketing analytics out of the box. These additions make it easier for marketing teams to get all the insights to drive growth across today’s evolving channels and collaborate with product teams on a full user journey funnel.

What’s new in Mixpanel?

To make Mixpanel more powerful for marketing teams, we’ve added a data tables view, multi-touch attribution analysis (now in beta), identity resolution, custom buckets for grouping demographic and user behavior breakdowns, ad-network data support for understanding campaign effectiveness, and integration with a system that developers and marketers alike love: Google Tag Manager.

These features will sound familiar to anyone who’s used traditional web analytics tools like Google Analytics. But in Mixpanel, they come in a better-looking, easier-to-use design (🙂) and can be leveraged to unlock a richer analysis of the full user journey. This makes it seamless to do things like join attribution data with in-product engagement so you can see how truly valuable your acquisition channels are for bringing in healthy customers.

You can read more about all the new full user journey analysis use cases we’re unlocking with Mixpanel Marketing Analytics here.

Even more, you can check out our public Mixpanel Marketing Analytics Board to see what it looks like, and you can easily get started creating your own Board like it today in Mixpanel with our new Marketing KPIs template.

Everything announced today, including the new Marketing KPIs template, is available on any of our plans—from free to Enterprise. With all of this, we believe Mixpanel becomes the best analytics tool to exceed the needs of most of today’s marketing and growth teams. But the launch of Mixpanel Marketing Analytics is more than just this collection of new features; it’s a commitment to continue adding power and functionality to ensure we’re the best tool for every marketing and growth team.

Why it’s time to move on from web analytics

I teased it earlier, but the elephant in the room here is Google Analytics. Introduced in 1995 as Urchin, one of the first web analytics tools, a lot has changed in the 28 years since. Even Google has acknowledged this with the announcement it’s finally sunsetting the web-based GA Universal this July in favor of its new, event-based GA4.

The move is overdue. And here’s why. The initial focus for web performance marketing was to drive traffic to websites and track the conversion, or signups, on that traffic. Over time, the cost and effort went up significantly to acquire customers, and at the same time, websites evolved to become experiences vs. another channel for driving business. That’s where event analytics comes in.

With an event-based data model, you can still measure all the same acquisition and conversion metrics as legacy web analytics, but you also get the added bonus of seeing engagement, retention, and subsequent conversion events in the connected web or app product. This unlocks a whole new dimension to both understand your channels’ ability to contribute to growth and improve your strategy.

We’ve been pioneering event analytics for over a decade

At Mixpanel, we’ve been perfecting event analytics since 2009, with a special focus on packaging its power in an easy-to-use design. This is how we can offer more metrics and analysis than GA while maintaining a frictionless user experience.

By adding more functionality for marketers and growth teams in Mixpanel, the same tool their partnering product teams use, we’re also aiming to tear down silos and save companies time and money. There’s no more need for standalone web analytics tools, and with Mixpanel’s rich collaboration features—like the ability to add context to your team analysis with text and media or embed it across productivity tools like Figma, Notion, and Slack—we strive to be the analytics tool teams want to work in together.

We’re building analytics for everyone

Making it easier for marketers and growth teams to fully embrace Mixpanel is just another way we’re lowering the barrier to entry for event analytics for everyone.

We have a generous free plan and online transparent pricing to make purchasing faster. And if you’re using Google Tag Manager, CDP like Twilio Segment, or even have data you want to upload from a CSV file, Mixpanel implementation can happen in a matter of minutes. To add to that, we now have multiple templates to help you visualize your metrics as soon as you’re up and running. We do all this because we really believe in the value we can create, and want to get right to showing you instead of telling you.

Okay, now get together, dig in, and let us know what you think 📈

Gain insights into how best to convert, engage, and retain your users with Mixpanel’s powerful, self-serve analytics. Try it for free.

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