Mixpanel offers an array of analytical tools that provide actionable insight into both a product and its users. After events are successfully and predictably being sent to a Mixpanel project, Mixpanel Analysis reports can be used. This article will succinctly introduce three Mixpanel reports, including:
- Insights: Segment and filter event data for meaningful data analysis.
- Funnels: Measure how customers move through a series of events.
- Retention: Quantify how often users return and engage with an application.
These are only three of many reports that Mixpanel offers. Visit this link to get a comprehensive list of Analysis reports and the corresponding documentation.
Start Your Mixpanel Journey
This article is part 3 of 5 of Mixpanel's ‘Start Your Journey’. Click the link to view the previous article covering setting up event tracking.
Insights reports are an efficient tool used for analyzing event data. The ability to quickly segment and filter events by property can uncover insights that are easy to miss when looking at total event aggregations.
Analyze the Data
Insights reports can display total event count, and can further segment and filter that information by event and user properties.
Segmenting the data breaks down an event by property. This facilitates granular understanding of an event. For example, selecting a ‘Song Played’ event with no segmentation will display the event count alone:
By selecting ‘Breakdown’, however, the ‘Song Played’ event can be segmented by a property.
Segmenting by the property ‘City’, the event is now broken into occurrences by location.
While segmenting the data is an excellent way to get a broken down view, it is also possible to filter the data. Filtering data hides irrelevant values, focusing on only desired values. This is done by clicking the ‘+Filter’ icon.
Insights is an excellent starting point to acquire actionable information. Insights reports can uncover the need for product changes, but also serve as an indicator about other reports that should be built for further analysis.
Funnels measure how many users perform a sequence of events. The percentage of users that move from each step of the sequence is calculated, as well as the total percentage of users that make it through the entire sequence. Funnels are the primary tool used to analyze a user’s journey through an application, uncovering any barriers preventing them from reaching an end goal.
Analyze the Data
Creating a funnel is as simple as entering the Funnels report in Mixpanel, selecting a sequence of events to track, and determining how much time end-users have to complete these steps.
After building a funnel, specify the entry time period users can enter the funnel. This will help control the users that enter the funnel, thus building a more granular look at the end-user journey through a website or application. This time period specifically specifies the range that a user can enter the funnel.
Funnel reports will display each step of the funnel, and display the number of users and the percentage of total users that progress from one funnel step to the next funnel step.
Funnels are also built using loose ordering to account for the many different paths users take to get to a common endpoint.
Retention reports quantify how often users return to a product or perform an action within a product. Retention is the leading metric in determining how “sticky” a product or feature is, and can promote product changes that encourage subsequent user interaction.
Analyze the Data
There are three different types of Retention reports in Mixpanel: Recurring, First Time, and Addiction. All three reports provide a look into how sticky a product is, and how often users repeat actions on a website or application.
Building a retention report is as simple as selecting the events that are to be analyzed. The report will return a report how often users repeat an event over time.
For example, it is possible to see how often an individual user comes back to repeat an event such as a playing a song.
The retention report will group unique users by the time that they fire the event. If looking at a the weekly view, this will group users by a seven day period.
Each row contains the users and displays how many times they subsequently repeated an event, such as playing a song.
Next Step: Explore Your Users