How Lemon Uses Mixpanel to Power Growth in Latin America’s Crypto Wallet Market

Lemon is one of Latin America’s fastest-growing crypto wallets, designed to bridge the gap between fiat money and cryptocurrency. The company’s mission is to make digital assets accessible to everyone -from first-time users to crypto savvy customers- through a retail focused wallet.

As Lemon expanded across Argentina, Peru, and beyond, understanding user behavior became more complex. The team’s first analytics stack, built on Amplitude, played a key role in fostering a culture of measurement and experimentation. However, as the company scaled, the need for faster, more flexible insights grew. 

With ambitious goals around product adoption and growth, Lemon needed a solution that was not only powerful but also quick to implement and easy to adopt across the organization.

Despite a culture of data-driven decision-making, Lemon struggled with fragmented insights and inconsistent event tracking:

“Transactional data told us when something happened, but not how users interacted with the app. We didn’t know if people were tapping buttons, seeing screens, or dropping off.” – Lucas de la Torre, Head of Product Management, Lemon

Over time, event tracking and taxonomy became inconsistent between teams, making it difficult to obtain a clear picture of user behavior:

“Some teams overloaded events, others tracked nothing, and there was no central responsibility for taxonomy. The information we received was very difficult to convert into relevant insights.” – Lucas de la Torre, Head of Product Management, Lemon

Ahead of renewal, Lemon conducted a strategic review of its analytics infrastructure to determine whether to continue refining its current setup or transition to a platform more closely aligned with its organizational priorities of agility, transparency, and teamwork.

After evaluating Amplitude, PostHog, and Mixpanel, Lemon chose Mixpanel, partnering with Bildung Data, a leading Growth Engineering consultancy in Latin America. Bildung Data helped ensure a fast, smooth migration and guided the Lemon team through setup best practices, training, and hands-on support.

“Mixpanel made adoption easier because the platform itself is so friendly. With Bildung Data guiding us, we aligned product and engineering on how events should work, and the migration was much simpler than expected.” – Lucas de la Torre, Head of Product Management, Lemon

How the Migration Worked

1. Structured Migration Plan: Bildung Data worked closely with Lemon and Mixpanel to define a clear timeline, milestones, and responsibilities for the migration.
2. Centralized Event Taxonomy: Together, the teams defined a standardized event structure that both product and engineering teams could use reliably.
3. Hands-On Support: Bildung Data provided workshops, technical guidance, and best practices to prevent common pitfalls and ensure data integrity.
4. Immediate Adoption: Mixpanel’s intuitive interface encouraged cross-team usage from day one, reducing the learning curve and avoiding adoption delays.

“The key was having a clear taxonomy and a strong guide from Bildung Data. The platform is powerful, but with their support, we got it running quickly and confidently.” – Lucas de la Torre, Head of Product Management, Lemon

After more than a year with Mixpanel, Lemon has embedded analytics across its product lifecycle- from planning and design to launch and optimization, realizing significant business impact:

1. North Star Metric tracking

Lemon tracks daily and monthly active users as their North Star metric. Mixpanel enables them to pinpoint which products and flows drive engagement, helping prioritize roadmap decision.

“Mixpanel allows us to quickly see how products affect our North Star metric, so we can plan what to build or iterate with confidence.” – Lucas de la Torre, Head of Product Management, Lemon

2. Lightning-fast analysis

Mixpanel gives teams speed and flexibility to explore data, generating crucial insights in real-time:

“Anyone can build 40 charts in an hour. If something catches your eye, you can keep digging until you find an insight. That agility is priceless.” – Lucas de la Torre, Head of Product Management, Lemon

3. Feature launch validation

When Lemon launched QR code payments across Argentina, Mixpanel was critical. With more than 60 QR code generation entities involved, failures could have easily gone undetected.

“Mixpanel let us see which QR codes were failing and act immediately, reducing issues to the minimum and delivering a seamless experience to users.” – Lucas de la Torre, Head of Product Management, Lemon

4. Broad company adoption

Unlike their previous analytics tool, Mixpanel adoption has steadily expanded across the organization. Product and Design teams use it to analyze funnels and optimize usability, while Engineering relies on it to validate performance. Compliance and Operations teams also leverage Mixpanel to ensure smooth onboarding and transactions, making it a company-wide source of truth for product data.

“Mixpanel isn’t just for Product (teams). Today, everyone uses it, and adoption has only grown over time.” – Lucas de la Torre, Head of Product Management, Lemon

Lessons for other teams

Lemon’s journey offers key insights for any organization considering a migration to Mixpanel:

1. Alignment Matters: Ensure product and engineering agree on event definitions and taxonomy.
2. Usability Drives Adoption: Choose a platform that is intuitive and easy to use across teams.
3. Data for Smarter Decisions: Balance data with product intuition to make informed, confident choices.

“Not every decision needs data, but with Mixpanel, we always know where we stand.” – Lucas de la Torre, Head of Product Management, Lemon

Impact at a Glance

• Company-wide adoption across multiple teams
• North Star tracking embedded in daily decision-making
• Feature launch validation for QR payments across 60+ integrations.
• Rapid analysis of up to 40 charts created in an hour

For Lemon, Mixpanel and Bildung Data transformed analytics from a complicated, fragmented process into a seamless, high-value tool for growth. By ensuring a fast migration, intuitive interface, and immediate actionable insights, Lemon empowered its teams to make smarter decisions, accelerate product adoption, and drive regional expansion.