How Tactiq leveraged Mixpanel to scale from 10,000 to 1 million users

Tactiq is an AI-powered note-taking tool that works seamlessly in-browser for remote meetings on Google Meet, Zoom, and Microsoft Teams. With headquarters in Sydney, Australia, and team members in APAC, US, LatAm, South East Asia and Europe, the Series A SaaS company has achieved over 1 million users on the Chrome Web Store through a product-led growth (PLG) strategy.

From its earliest prototype in 2019, Tactiq made a foundational decision: to make Mixpanel the center of its data stack. As an AI startup operating in an emerging category with fast-evolving user behavior, Tactiq needed instant visibility into what users were doing, how new features were performing, and where to focus next.

Mixpanel became the company’s shared operating system — a single platform used by everyone in the organization to monitor health, analyze growth, and make decisions. From the first 10,000 Chrome extension installs to more than 1 million users today, every milestone was guided by Mixpanel insights.

As an AI SaaS organization, the company operates in what Tactiq’s co-founder and CEO, Ksenia Svechnikova calls a “complex domain” — a space with no playbook and unpredictable user behavior. The team needed a way to:

• Understand new usage patterns emerging from AI-driven features
• Continuously test hypotheses and respond to real behavior
• Align every team, from engineering to marketing, around shared data
• Scale analytics to match explosive user and event growth

“Without Mixpanel, you simply can’t make product decisions. Understanding user behavior isn’t optional for us — it’s fundamental,” says Ksenia Svechnikova, co-founder and CEO at Tactiq.

Why Mixpanel

Tactiq chose Mixpanel over other tools like Amplitude and Google Analytics for its event-based model, ease of use, and versatility.

• Unified data for all teams: Engineering, product, marketing, customer success, and executives use the same dashboards and metrics.
• Real-time insights: Funnels, cohorts, and retention data available instantly to guide product decisions.
• Group (account) Analytics: Essential for identifying growing teams and triggering product-led sales conversations.
• Attribution analysis: Built-in, multi-touch attribution lets marketing tie acquisition channels directly to engagement and retention.
• Governance and permissions: Enterprise features like SSO and event naming reviews maintain consistency at scale.

Mixpanel as Tactiq’s decision engine

Mixpanel powers every decision at Tactiq from product launches to growth campaigns. The company uses a “probe → sense → respond” framework to develop new AI capabilities:

1. Probe: Ship small, experimental features.
2. Sense: Use Mixpanel to analyze emerging behavioral patterns.
3. Respond: Double down or pivot based on user response.

This loop allows Tactiq to operate at high velocity while staying data-grounded.

Example: AI summaries from previous meetings

Mixpanel revealed that users frequently revisited past meeting summaries during recurring meetings. By studying funnels and comparing cohorts (new vs. returning users), the team confirmed this as a core behavior—leading to the launch of a “previous meeting summary” feature. Engagement immediately increased, validating the insight.

Company-wide adoption

Every department relies on Mixpanel:

• Product & Engineering: Track feature health, user activation, and regressions.
• Marketing: Attribute growth to specific channels and campaigns.
• Customer Success: Use Group Analytics to identify fast-growing teams for enterprise outreach.
• Executives: Review dashboards weekly to steer strategic goals.

“Every decision at Tactiq starts in Mixpanel. Engineers, marketers, product managers, even customer success — everyone lives there”, Svechnikova says.

Scaling product-led growth

Mixpanel’s event-based data model enables Tactiq to seamlessly track users across its website, Chrome extension, web app, and Mac app, providing an end-to-end view of the user journey. As usage exploded, the team upgraded through Mixpanel’s Free → Growth → Enterprise plans, unlocking governance, layered permissions, and scalable infrastructure without disruption.

• From 10,000 to 1 million users: Mixpanel data guided product improvements, marketing optimization, and PLG loops that powered 100x growth.
• $10M Series A: Mixpanel insights and visuals were featured in Tactiq’s investor deck, helping validate traction and conversion metrics.
• Faster iteration: Teams track ~30 metrics across boards weekly, making data-based decisions in hours, not weeks.
• Product-led sales acceleration: Group Analytics identifies when team accounts are ready for enterprise conversion.
• Cross-functional alignment: A single source of truth eliminates silos across product, marketing, and customer success.

“Mixpanel helped us scale from 10,000 users to over 1 million. It’s the backbone of our growth story”, Svechnikova states.

Favorite capabilities

• Boards: Track KPIs and project outcomes for every initiative.
• Group Analytics: Power PLG → PLS transition.
• Attribution: Multi-touch visibility into acquisition and retention.
• Governance & SSO: Scale data access safely as teams grow.

As Tactiq continues scaling toward tens of millions of users, Mixpanel remains central to:

• Expanding AI features with real-time behavioral insights
• Optimizing the PLG funnel and automating enterprise signals
• Empowering every team to make faster, smarter, user-driven decisions

“AI is a complex domain where user behavior is constantly evolving. Mixpanel helps us make sense of that complexity and respond intelligently”, Svechnikova concludes.