Getting Started with Mixpanel: Implementation 101 (EMEA)

Introduction

In this section, Matt introduces himself and the purpose of the webinar. He also provides some housekeeping information.

Introduction to Mixpanel Implementation 101

• Matt is a strategic customer success manager at Mixpanel.

• The webinar covers Mixpanel implementation 101.

• The webinar is being recorded and will be shared with attendees.

• Attendees can submit questions through Slido or by raising their hand during the session.

• Technical difficulties should be reported immediately.

• All links, resources, and articles will be shared with attendees.

What Should I Track?

In this section, Matt discusses what should be tracked as part of an implementation plan.

Creating a Tracking Plan

• A tracking plan should present business goals and analytics questions while setting up Mixpanel.

• The tracking plan should outline events, event properties, super properties, and user profile properties that align with KPIs and business objectives.

Sample Tracking Plans

This section discusses the importance of sample tracking plans and how they can help in collecting information.

Importance of Focus Metric

• Before starting implementation, identify your focus metric or key KPI.

• Build out and track events to measure, monitor, and improve that metric.

Events, Event Properties, and User Profile Properties

• Events are actions that users take within your app or website.

• Event properties describe events in more detail.

• User profile properties build up a continually evolving picture of your users.

Collecting Stream of Events

• A stream of events is collected against all user actions.

• Properties are collected against each event but may not be relevant for every event.

• Profiles are constantly updated with the most up-to-date information about the user.

Moving from Free to Paid Accounts

This section discusses how to analyze user behavior when moving from free to paid accounts.

Analyzing User Behavior

• Use data on how users move from free to paid accounts.

• Analyze how users move through different parts of the app as their profile changes.

Understanding Mixpanel

In this section, the speaker explains how to test events and properties in Mixpanel. They also discuss the importance of collecting as many properties as possible and planning a tracking plan.

Testing Events and Properties

• Properties are assigned to events in Mixpanel.

• Users are assigned a distinct ID by default, but it can be changed when aliasing users.

• The user's distinct ID can be used to search for all events associated with that user in real-time.

• User profiles show all events associated with that user, including their properties.

Collecting Properties and Planning a Tracking Plan

• It is important to collect as many properties as possible for analysis.

• A tracking plan is a map for implementing Mixpanel and ensuring everything needed is being collected.

• The tracking plan includes what events and properties need to be tracked, along with the relevant KPI or metric they are tied to.

• It is important to consider whether an event or property needs to be tracked based on its relevance to KPI or metrics.

Finding Your Focus Metric

In this section, the speaker discusses finding your focus metric and understanding what you want to achieve with your data.

Understanding Your Focus Metric

• Finding your focus metric involves understanding what you want to achieve with your data.

• No additional bullet points for this section.

KPIs and Metrics for Strategy Implementation

In this section, the speaker discusses the importance of tracking KPIs and metrics to achieve a strategy. They recommend using the Mix Panel Measurement Framework to track usage metrics, level one metrics, and business-specific metrics.

Importance of Tracking KPIs and Metrics

• To achieve a strategy, it is important to track KPIs and metrics.

• The strategy will determine the KPIs that need to be measured.

• Metrics such as weekly engaged users and new users onboarding can help measure engagement.

• Events need to be tracked to understand what people are watching and doing once they're onboarded.

Mix Panel Measurement Framework

• The Mix Panel Measurement Framework recommends having a focus metric at the top based on usage.

• Level one metrics include reach, activation, engagement, retention, and business-specific metrics.

• Sub-metrics can be used to break down individual teams' goals into smaller achievable tasks.

Implementing Data Management Tools in Mixpanel

In this section, the speaker talks about implementing data management tools in Mixpanel. They recommend going back to look at a framework even if you already have data implemented.

Implementing Data Management Tools

• If you already have data implemented in Mixpanel, go back and look at a framework or spec document.

• There are many things that can be done within your current implementation without starting over.

Introduction to Mixpanel

In this section, the speaker introduces Mixpanel and explains how it can be used to collect data.

What is Mixpanel?

• Mixpanel is a tool for collecting data about user behavior in your app or website.

• It allows you to track events and properties that are important to your business.

• You can use this data to analyze user behavior, make informed decisions, and improve your product.

How does Mixpanel work?

• To use Mixpanel, you need to implement the SDK in your app or website.

• Once implemented, you can create events and properties that will be tracked by Mixpanel.

• You can also change the names of events without changing the implementation in your app or website.

• You can hide events from reporting without removing them completely by using the "hide" feature.

• As a project owner, you can drop events completely if they are no longer valuable.

Other features of Mixpanel

• Data audit allows you to take a snapshot of your data and compare it with what you expect.

• You can import and export data from Lexicon, which is useful for building an implementation spec.

• Mixpanel integrates with other tools through its partners page.

Other Sources of Data

In this section, the speaker discusses other sources of data that can be integrated with Mixpanel.

Integration Partners

• The Mixpanel partners page lists all the tools that integrate with Mixpanel.

• Attribution partners include Adjust, AppsFlyer, Branch, and more.

Conclusion

Mixpanel is a powerful tool for collecting and analyzing user behavior data. By implementing its SDK in your app or website, you can track events and properties that are important to your business. Mixpanel also integrates with other tools, making it a versatile solution for data collection and analysis.

Integrating Data into Mixpanel

This section covers how to integrate data into Mixpanel and the different options available.

Integrations and APIs

• Partnerships with MoEngage and other companies allow for easy integration of data.

• Integrations can be found in the "Integrations" tab, while APIs are available through the developer documentation.

• APIs have limits on the amount of data that can be brought in per minute or hour, but do not require a full integration.

Implementing Mixpanel without a Data Pipeline

• The Mixpanel SDK is required for client or server-side implementation.

• Full data pipeline integration is only necessary if the only source of data is a data warehouse like BigQuery or Snowflake.

Using Your Data in Mixpanel

This section covers how to use your tracked data in Mixpanel reports and dashboards.

Building Reports

• Creating a single KPI dashboard for important metrics is recommended.

• There is no limit to the number of reports or dashboards that can be created.

Tracking Metrics

• All tracked metrics can be used in reports, breakdowns, filters, etc.

Introduction

In this section, the speaker introduces the four most important reports in Mixpanel and explains how to access them.

Key Points

• The four most important reports are insights, flows, funnels, and retention.

• Users can access the basics course for each report and example reports directly from the Mixpanel interface.

• It is essential to track data that is related to a KPI or metric and avoid tracking vanity metrics.

Flows Report

In this section, the speaker discusses how Mixpanel displays data in the Flows report.

Key Points

• If a user defines five steps within their flow but it takes more than that to complete it, only the first five steps will be displayed.

• The events that users reach before connecting two events will be shown.

• If users don't reach an event between these steps, then only the events they do reach will be shown.

Help Center

In this section, the speaker explains how to use Mixpanel's help center.

Key Points

• Every page within Mixpanel has a help button that provides information on how to use each report.

• The help center contains articles on all of Mixpanel's reports under analysis.

• Users can contact support or check out the Mixpanel community for additional assistance.

What Should I Track?

In this section, the speaker discusses what types of data should be tracked in Mixpanel.

Key Points

• Events should be related to a KPI or metric and not vanity metrics.

• All data should be used to track KPIs and improve products or apps.

• Even if users have already implemented tracking tools, they should still perform a data audit and clean up their data.

Understanding Data Implementation

In this section, the speaker discusses how to use data once you have all the sources in the report. They also talk about creating reports and dashboards to measure metrics.

Using Data for Reports and Dashboards

• Use data from all sources to create reports.

• Solid implementation is necessary to understand changes in data.

• Create a dashboard that measures metrics and shows if they are improving or changing.

Q&A Session

In this section, the speaker answers questions from the audience related to identity management and switching from Firebase to Mixpanel.

Identity Management Best Practices

• Identify users when they first need access.

• Alias data back once users log in.

• Anonymous sessions will be assigned a distinct ID.

Switching from Firebase to Mixpanel

• You can reuse events and previous information.

• Developer documentation provides information on how to plug Firebase data into Mixpanel.

• Update tracking code with project key at top of tracking code.

Profile Change History Log

This section covers the profile change history log and how to track changes in profiles.

Can You See the Profile Change History Log?

• It is not possible to see the profile change history log.

• Once the profile information has been updated, it reflects that recent state.

• The information is collected within the event properties if you're tracking both at the same time.

Which Properties Cause Changes in Profiles?

• User properties are ones that can change should they need to.

• User properties would be updated every time if they're being set.

• Events and event properties are immutable so once they've been set, they do not change.

Collecting Event and Profile Properties

This section covers collecting event and profile properties.

Can You Collect Both Event and Profile Properties?

• Yes, you don't have to collect just event or just profile properties; they can be the same thing.

• The profile property could be about the device, location, or account type for a user.

• It's also stored as a profile property at the same time or a user property at the same time.

Dropping Unfired Events

This section covers dropping unfired events.

Can I Bulk Drop All of My Events That Haven't Fired in The Past Month?

• Yes, it's entirely possible to bulk drop all of your events that haven't fired in the past month.

• On Lexicon's right-hand side, there is a volume column showing events collected in 30 days.

• Sort this column and select anything with zero next to it then click drop.

Tracking Attribution in Mixpanel

This section covers tracking attribution in Mixpanel.

How to Track Attribution in Mixpanel?

• Mixpanel tracks some attribution by default, such as UTM properties.

• There is some attribution that we can't do, such as when a user is taken from social media app and then they go into the app store and download.

• For this, you may want to use an attribution partner such as Branch or AppsFlyer or Adjust.

How Many Events Are Too Much?

This section covers how many events are too much.

How Many Events Are Too Much?

• You need to track all of the events that you need to measure your metrics.

• If you have all of your metrics covered by 20 events, that should be enough.

• The number of events you need to track will depend on the plan you have and the number of events required for tracking different things.

Tracking Opening Pages in New Tabs

This section covers tracking opening pages in new tabs.

Should Opening a Page and a New Tab Be Tracked In The Same Session?

• Yes, it should be tracked in the same session.

• Sessions in Mixpanel are defined as usually half an hour without a user triggering any new events.

• If a user is only triggering certain events even in a new tab, it's still being stored in the cookie so we'd still collect that against the same user.

Filtering Between Companies

This section covers filtering between companies.

What Is The Best Way To Filter Between Companies As A SaaS Company With Multiple Company Environments?

• Add all of the different events into one single project and then filter them based on a naming convention at the front.

• Use Mixpanel's tool called group analytics, which lets you analyze users based on company types they're in.

• You can also add a tag when highlighting events to create a tag that identifies each company.

Mixpanel: Mobile App Marketing and Analytics

In this section, the speaker discusses the tools required for mobile app marketing and analytics, the number of events or properties that can be integrated into Mixpanel, how to name different events with the same name, tracking subscription data monthly, and whether Mixpanel tracks only if users give consent.

Required Tools for Mobile App Marketing and Analytics

• Use Google Analytics for tracking ad performance.

• Use Branch and AppsFlyer for additional attribution data.

• Use Mixpanel as a user analytics tool to understand what your users are doing after they've interacted with your ads.

Limitations on Events and Properties

• No limit on events or properties that can be integrated into Mixpanel.

• The number of properties that can be sent with each individual event is 255.

Naming Different Events with the Same Name

• It is not recommended to have different events with the same name.

• If you select multiple events in Mixpanel, an option comes up to merge them so they appear as one thing.

• You can create a custom event within a funnel and add different events in it. They will appear as one event in a stage of the funnel.

Tracking Subscription Data Monthly

• Subscription data can be tracked by using properties attached to defined events or heartbeat events that update and bring the most recent state.

Consent for Tracking

• Users must give consent before being tracked by Mixpanel.

• Legal documentation in their help center outlines this further.

Using Mixpanel

In this section, the speaker talks about how to continue subscriptions and support for non-secure transit setup.

Continuing Subscriptions and Support for Non-Secure Transit Setup

• To continue subscriptions, use events and properties that are collected.

• For support with non-secure transit setup, check out the Mixpanel community or contact the support engineering team.

Developer Documents

In this section, the speaker talks about developer documents and how to get help from the Mixpanel community.

Getting Help from Developer Documents and Mixpanel Community

• The developer documents are tech-heavy but can be helpful.

• The Mixpanel community has many people who can provide assistance, including developers, support teams, and other customers.

• If you need more resources beyond what is available in the community or developer documents, contact Mixpanel on an as-needed basis.

Tracking Website vs. App Data

In this section, the speaker discusses whether to create separate projects for tracking website vs. app data.

Tracking Website vs. App Data

• You can create two separate projects to track website vs. app data or tag events through one project.

• Tagging events allows you to differentiate between web and app data.

User Properties Limitations

In this section, the speaker explains user property limitations in Mixpanel.

User Properties Limitations

• There is a limit of 255 properties per event coming through.

• If you want to add more properties than that per event coming through, it's up to you.

Differences Between Mixpanel and Amplitude

In this section, the speaker compares Mixpanel with Amplitude.

Differences Between Mixpanel and Amplitude

• Both products do similar things, but the main differences are in what you want to achieve and who you want to go with.

• Mixpanel has been around longer, has a stronger engineering team, and an in-depth services team.

Tracking Multiple Devices for the Same User

In this section, the speaker explains how to track multiple devices for the same user.

Tracking Multiple Devices for the Same User

• Use distinct ID when aliasing is done.

• If people are logging in differently, it's possible to track multiple users for the same device.

• If people are using the same account (e.g., sharing Netflix accounts), it's difficult to know unless there is some sort of divider that says this is one user and this is another.

Troubleshooting Mixed Panel Data

In this section, the speaker talks about troubleshooting mixed panel data.

Troubleshooting Mixed Panel Data

• Use MaxMind for location data. If it's incorrect, submit it to support.

• For undefined country code region showing up as undefined, send it through to support.

• It can be hard to trust data.

Best Practices for Mixpanel Implementation

This section covers best practices for creating good user profiles, implementing Mixpanel for an app, and using metrics on both sides of a marketplace.

Creating Good User Profiles

• Collect as many user profiles as possible.

• Follow best practices for creating good user profiles.

Implementing Mixpanel for an App

• Non-techies can implement Mixpanel using copy and paste code.

• Use tracking codes like mixpanel.track and the name of your event and properties.

• Copy the code into headers or app code.

Using Metrics on Both Sides of a Marketplace

• Use two separate frameworks for each side of the marketplace.

• Link them together where possible.

• Understand that key metrics and KPIs will be different for each side.

Deleting Events in Mixpanel

This section covers deleting events in Mixpanel, naming conventions, additional resources to learn from, finding out how extensive people in your team are using Mixpanel, and stopping events from firing.

Deleting Events in Mixpanel

• Developers need to delete events one by one if they have not been set to "dropped."

• Export data from Lexicon to see which events have been dropped.

Naming Conventions

• Name events based on what they're doing and actions taken.

• Change names in Lexicon display so you don't have to decide on naming conventions day one.

Additional Resources to Learn From

• Elena will send documents through with links included in this presentation.

Finding Out How Extensive People Are Using Mixpanel

• Go to project settings and then Mixpanel usage tab.

• Shows number of people looking at your project in the last 12 weeks, number of queries, and popular reports and dashboards.

Stopping Events from Firing

• Dropping events only stops them from coming into Mixpanel but they are still being fired.

Feedback and Resources

In this section, the speaker requests feedback from the audience and provides resources for further learning.

Feedback

• The speaker asks for feedback on what the audience liked, didn't like, or needs more information about.

• The speaker mentions that feedback is valuable and will be sent through email.

• The speaker concludes by thanking the audience for their time and hoping that the session was useful.

Resources

• The implementation course link is provided.

• Links to three-step evaluation and implementation documentation are given.

• Various resources such as help center, developer documentations, ebooks, blogs, articles, white papers, customer stories, case studies are mentioned.

• The community is recommended as a resource to reach out to if needed.