What should I track?

The power of Mixpanel is that you choose exactly what data you want to see instead of automatically receiving default, one-size-fits-all metrics. This allows you to focus on specific user behavior that’s relevant and actionable to help grow your business. Learn more about why Mixpanel measures Events instead of page views.

With Mixpanel, you define your own Events and Properties to build a completely customized analytics solution for your site or app.

Take a step back: what exactly are Events and Properties?

When deciding what to track, consider the following:

What are my business goals?

What questions are you ultimately trying to answer with your data? What is the ultimate action you want users to take? For example, are you trying to increase sales, decrease customer churn, get more subscribers, encourage more shares, etc.

We recommend using the AARRR! analytics framework to help you determine your goals and understand how you can use Mixpanel to achieve those goals.

What basic steps do my customers take to get to this goal?

Map out the high-level actions that a user takes on your site or in your app leading up to the goal action. For example, if your primary business goal is to increase sales, your key action is purchase. Before users purchase, they:

  1. Sign up for an account
  2. Browse for items
  3. Put an item in their cart
  4. Add payment information
  5. Complete purchase

These actions have a direct relationship with the end goal, and they are easy to measure. They give actionable insights into how customers engage. So these five actions would likely be your Events.

For additional guidance, create a tracking plan and see sample tracking plans by business type.

Use human-friendly names

Developers implementing Mixpanel are sometimes tempted to use camel case, underscores, or obscure function names. We recommend choosing names that are easy to understand yet also convey the precise meaning for your Events.

So for the example above, instead of calling the signup Event something like “newuser_su_done,” simply call it “Sign up complete” - that way, anyone looking at your project understand what action triggers that Event.

Learn more about naming Events and Properties.

Tracking traditional metrics

Mixpanel Events determine the data you’ll receive, which means what you’ll track is completely up to you.

On top of choosing key Events, some Mixpanel users still like to track more traditional metrics. Here are some resources to help you do that:

Additional resources

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