Mixpanel vs Google Analytics

Although Mixpanel and Google Analytics offer some overlapping features, the two products have grown to possess unique strengths. Understanding these strengths and knowing where features crossover will ensure proper use of the appropriate analytics tool.

Strengths Unique to Mixpanel

Mixpanel distinguishes itself from Google Analytics with several important features. Mixpanel provides powerful product insights, the ability to actively engage with users, and legendary customer service. This differentiation is achieved through:

  1. Custom Event Driven Data Models: Mixpanel allows users to easily define events to track, ensuring a flexibility that promotes focused and meaningful analytics.
  2. Powerful Product Insights: Mixpanel equips its users with tools that use statistical methodologies from modern data science, removing the need to write complicated code.
  3. Customer Support: Mixpanel provides award-winning customer support to all Mixpanel users, regardless of plan type.
  4. Messaging: Mixpanel Messages make sending targeted messages easy, and provides robust analysis on the recipients of those targeted messages.
  5. Machine Learning Suite: Mixpanel offers an intuitive machine learning user interface that uses modeling to uncover concealed insights within a data set.

Features shared by Mixpanel and Google Analytics

There are some considerable differences in the features with the same name that are offered in Mixpanel and Google Analytics. These differences include:

  1. Funnels: Mixpanel allows users to retroactively build and actively edit funnels, facilitating a dynamic and updatable analysis of conversions.
  2. Retention: Mixpanel retention constructs a floating time window for every user. This is a more reliable way to measure true retention across a population.
  3. Cross-platform Tracking: All Mixpanel reports incorporate users’ movement across platforms. Google Analytics 360 offers cross-platform data in certain reports, but this requires additional code after initial implementation.
  4. Integrations: Google Analytics 360 has integrations with all core Google services, while both integrate with many third-party data stores. Mixpanel seamlessly outputs data to several third-party services.
  5. Dashboard: Google Analytics 360 allows users to publicly share dashboards. Mixpanel dashboards distill vital information from multiple reports.

Strengths Unique to Google Analytics 360

Google Analytics started with an emphasis on advertising attributions, so that continues to be a core property as the product has grown. Some features unique to Google Analytics 360 include:

  1. Attribution: Google Analytics 360 generates attribution reports that display how advertising translates into revenue.
  2. Tag Manager: Google Tag Manager allows non-technical users to inject tracking and page logic into their web pages via a rule-based editor.
  3. Data Studio: Google Analytics 360 Data Studio connects data, offers visualization tools, and provides a collaboration platform similar to those seen in G Suite products.

Lastly, it is important to recognize that both Mixpanel and Google Analytics offer a basic free plan and more comprehensive paid plan. Head to the Mixpanel pricing guide for a full feature breakdown.

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