When users unsubscribe from Mixpanel emails, it gets tracked as a people property ($unsubscribed) on users’ people profiles, with the value set to the timestamp the user unsubscribed. Additionally, an event called Notifications Unsubscribed will be sent to your project. This event will be sent with a Campaign property, set to the Message from which the user clicked to unsubscribe.
Note: While the Campaign property will display the message from which the user unsubscribed, they will still be unsubscribed from all messages going forward.
Since people properties show the state of a user in the present point in time and not a historical view of the user over time, it’s not possible to view unsubscribe data for messages over time using the $unsubscribed property using one of Mixpanel’s out-of-the-box reports.
That said, you do have a few options for tracking unsubscribe data over time:
Use the Segmentation report to see unsubscribe data over time
- Select "Notification Unsubscribed" from the event dropdown in the Segmentation report.
- Adjust the date range to view unsubscribes for a particular period of time.
- To view unsubscribe data segmented by message select Campaign in the property drown. (Note that this is only the campaign from which the user unsubscribed).
Custom unsubscribe link
It is possible to look at email message unsubscribe data over time if you set up a custom unsubscribe page (i.e., you create your own unsubscribe link instead checking the default Mixpanel unsubscribe box).