Campaign Overview

Campaigns allow you to create a series of messages with the rich event-based targeting available in Messages.  It also provides overall controls such as rate limiting and control groups to help improve the end user experience and measure the impact of your messages strategy.

 Campaign Deprecation

The Campaigns feature is disabled for new Mixpanel projects. Mixpanel Messages will offer most of the functionality that is offered by Campaigns, including property based targeting and recurring messages.

For more information about how to move existing messages from Campaigns to the Messages tab, see this section.

Legacy customers still have access to Campaigns on existing projects.


Like all of Mixpanel, your campaigns are 100% customizable to your app or website. Campaigns will help drive customers through your funnel as you tell your product story to drive user retention and re-engagement. Campaigns also allow you to see the overarching performance of all the messages in your campaign series, offering you the ability to analyze how your messages perform against a control group.

Create A Campaign

Campaigns are a part of Mixpanel People. The process is much like building a Message, with a couple of small differences.

Note: You cannot create In-App notifications as a part of Campaigns. Only Email, Push, SMS and Webhooks are supported.

To build a Campaign:

1. Select Campaign from the Take Action dropdown located at the top of a Mixpanel project.


2. Select Create message and pick the type of message to send.


3. Compose the message. This process is the same for building any Mixpanel message.


4. Specify the target criteria.


5. Specify the delivery settings.


Only messages added to Campaigns will be subject to controls such as rate limiting.

By default, all new or moved messages will get added at the bottom of your Campaigns list, with the lowest priority. You can then reprioritize the messages in Campaigns and toggle sending on or off. Message prioritization lets you determine the priority in which the messages will be sent to your users. Priority is used to decide which message to send when a user may qualify for multiple messages at the same time.

Managing Campaigns

Messages can be moved from Campaigns and to the Messages tab, and it is important to note that moving a message does not duplicate it. Additionally, when a message is moved, the sending status will automatically be turned off.

  • For regular messages, you will have to manually turn sending back on.
  • For campaigns, the message will be moved to the lowest priority space. You should review the prioritization of your messages and, once satisfied with their order, you will then have to manually turn sending back on for the moved message.

To move a message between the Messages from the Campaign tab, select the Move to Messages icon next to Message Analytics in the Messages tab. You cannot move a message from Messages to Campaigns.


After you have created or moved your messages, the next step is to set their priority.

Note: This means it is possible for a user to receive messages in a different order than the messages are prioritized if the user qualifies for a lower priority message before qualifying for a higher priority message, based on each of the messages targeting criteria.

Reprioritize a Campaign

Reprioritizing a Campaign that is already sending will only affect those users who have not yet received that specific message. Like all messages, users who have already been sent a message will not be sent it again, even if it is re-prioritized. The next time your users are evaluated to identify profiles that qualify for your Campaigns, they will be sent a message based on the new prioritization.

Campaign Analytics

On the Campaign tab, the Overview section displays the total number of messages sent from your Campaigns in the past 90 days.


Additionally, aggregate statistics like open rate and spam rate of your email messages are calculated by taking the total number of messages that were opened for all messages listed in your Campaigns and dividing that by the total number of messages that were sent from your Campaigns, over the most recent 90 days.

For more information on how Campaign analytics are calculated, see this additional help article on how message analytics work.

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