Mixpanel

Product analytics for tracking user behavior. Event-based data model with funnels, retention, flows, and experimentation.

JavaScript SDK Setup

// lib/mixpanel.ts — Initialize Mixpanel JS SDK for a web application.
// Configures persistence, cross-subdomain tracking, and debug mode.
import mixpanel from 'mixpanel-browser'

export function initMixpanel() {
  mixpanel.init(process.env.NEXT_PUBLIC_MIXPANEL_TOKEN!, {
    debug: process.env.NODE_ENV === 'development',
    track_pageview: 'url-with-path',
    persistence: 'localStorage',
    ignore_dnt: false,
    batch_requests: true,
    batch_size: 50,
    batch_flush_interval_ms: 5000,
  })
}

// lib/mixpanel-events.ts — Typed event tracking helpers for Mixpanel.
// Centralizes event names and properties for consistency.
import mixpanel from 'mixpanel-browser'

export function identifyUser(userId: string, traits: Record<string, any>) {
  mixpanel.identify(userId)
  mixpanel.people.set({
    $email: traits.email,
    $name: traits.name,
    plan: traits.plan,
    company: traits.company,
    signed_up_at: traits.createdAt,
  })
}

export function trackSignup(method: string, referrer?: string) {
  mixpanel.track('Sign Up', {
    method,
    referrer: referrer || 'direct',
  })
  mixpanel.people.set_once({ 'First Sign Up Date': new Date().toISOString() })
}

export function trackFeatureUsed(feature: string, details?: Record<string, any>) {
  mixpanel.track('Feature Used', {
    feature,
    ...details,
  })
  mixpanel.people.increment('total_feature_uses')
}

export function trackPurchase(plan: string, amount: number, currency: string) {
  mixpanel.track('Purchase', { plan, amount, currency })
  mixpanel.people.track_charge(amount, { plan })
}

export function trackOnboardingStep(step: number, stepName: string, completed: boolean) {
  mixpanel.track('Onboarding Step', {
    step_number: step,
    step_name: stepName,
    completed,
  })
}

export function resetUser() {
  mixpanel.reset()
}

Server-Side Tracking — Node.js

// lib/mixpanel-server.ts — Server-side Mixpanel tracking with Node.js.
// Use for backend events like payments, API calls, and webhook handlers.
import Mixpanel from 'mixpanel'

const mixpanel = Mixpanel.init(process.env.MIXPANEL_TOKEN!, {
  host: 'api-eu.mixpanel.com', // Use 'api.mixpanel.com' for US residency
})

export function trackServerEvent(
  userId: string,
  event: string,
  properties: Record<string, any> = {}
) {
  mixpanel.track(event, {
    distinct_id: userId,
    ...properties,
  })
}

export function trackSubscription(userId: string, plan: string, mrr: number) {
  mixpanel.track('Subscription Started', {
    distinct_id: userId,
    plan,
    mrr,
    currency: 'usd',
  })
  mixpanel.people.set(userId, {
    plan,
    mrr,
    subscription_date: new Date().toISOString(),
  })
}

export function trackChurn(userId: string, reason: string, daysActive: number) {
  mixpanel.track('Subscription Cancelled', {
    distinct_id: userId,
    reason,
    days_active: daysActive,
  })
  mixpanel.people.set(userId, { plan: 'free', churned: true })
}

Server-Side Tracking — Python

# mixpanel_server.py — Server-side Mixpanel tracking with Python.
# Use for data pipelines, backend services, and batch imports.
from mixpanel import Mixpanel, Consumer

# Batch consumer for high-throughput tracking
mp = Mixpanel(
    'your_project_token',
    consumer=Consumer()  # Default consumer sends immediately
)

def track_event(user_id: str, event: str, properties: dict = None):
    """Track a single event."""
    mp.track(user_id, event, properties or {})

def update_user_profile(user_id: str, properties: dict):
    """Set properties on a user profile."""
    mp.people_set(user_id, properties)

def track_revenue(user_id: str, amount: float, properties: dict = None):
    """Track a revenue event on the user profile."""
    mp.people_track_charge(user_id, amount, properties or {})

def import_historical_event(user_id: str, event: str, timestamp: int, properties: dict):
    """Import a past event with a specific Unix timestamp.
    Requires the API secret for import endpoints."""
    import requests
    import base64
    import json

    data = {
        'event': event,
        'properties': {
            'distinct_id': user_id,
            'time': timestamp,
            **properties,
        }
    }
    encoded = base64.b64encode(json.dumps([data]).encode()).decode()
    requests.post(
        'https://api.mixpanel.com/import',
        params={'strict': 1},
        headers={
            'Content-Type': 'application/json',
            'Authorization': 'Basic ' + base64.b64encode(b'your_api_secret:').decode(),
        },
        json=[data]
    )

Group Analytics

// lib/mixpanel-groups.ts — Group analytics for B2B SaaS.
// Track events at the company/workspace level in addition to user level.
import mixpanel from 'mixpanel-browser'

export function setUserCompany(companyId: string, companyName: string) {
  mixpanel.set_group('company', companyId)
  mixpanel.get_group('company', companyId).set({
    $name: companyName,
    plan: 'enterprise',
    seats: 50,
  })
}

export function trackCompanyEvent(
  companyId: string,
  event: string,
  properties: Record<string, any> = {}
) {
  mixpanel.track_with_groups(event, properties, { company: companyId })
}

Query API

# mixpanel_query.py — Query Mixpanel data via the Insights API.
# Export event data, funnel results, and retention tables.
import requests
from datetime import date, timedelta

PROJECT_ID = 'your_project_id'
SA_USERNAME = 'your_service_account_username'
SA_SECRET = 'your_service_account_secret'

def query_insights(event: str, from_date: date, to_date: date) -> dict:
    """Query event counts from the Insights API."""
    r = requests.get(
        f'https://mixpanel.com/api/2.0/insights',
        auth=(SA_USERNAME, SA_SECRET),
        params={
            'project_id': PROJECT_ID,
            'bookmark': None,
        },
        json={
            'params': {
                'event': [event],
                'type': 'general',
                'from_date': from_date.isoformat(),
                'to_date': to_date.isoformat(),
            }
        }
    )
    return r.json()

def export_raw_events(from_date: date, to_date: date) -> list:
    """Export raw event data for a date range."""
    r = requests.get(
        'https://data.mixpanel.com/api/2.0/export',
        auth=(SA_USERNAME, SA_SECRET),
        params={
            'from_date': from_date.isoformat(),
            'to_date': to_date.isoformat(),
            'project_id': PROJECT_ID,
        },
        stream=True
    )
    import json
    events = []
    for line in r.iter_lines():
        if line:
            events.append(json.loads(line))
    return events