Prerequisite: Guide to Mixpanel Basics
This guide assumes that you already have a foundational understanding of the Mixpanel data model. If you haven't already done so, please take time to review the Guide to Mixpanel Basics before proceeding with this guide.
Mixpanel includes several reports that analyze your user base.
Use Mixpanel’s Explore report to filter users and gain a deeper understanding of how they interact with your website or application.
Filter users into groups called cohorts and import that group into other reports. Use Predict to hypothesize the likelihood of a user action based on previous events triggered by that user.
Mixpanel’s Explore report aggregates and organizes a collection of user profiles. This facilitates a granular view into the behavior of individual users or groups of users. Explore can be used to:
- Count users based on behavior.
- Explore their unique history.
- Update user profiles.
- Build a message for a targeted demographic.
- Create cohorts of groups of users.
You can select Show profiles or Show Users in the Explore report. If you select Show profiles, the Explore report will only show users that have at least one user profile property set. If you select Show users, the Explore report will show all users who have completed any event.
Learn more about the Explore feature here.
A cohort is a group of users who share a certain set of properties or have performed a particular combination or frequency of events. Once a cohort is created in your project, you can use it to group and filter data in other Mixpanel reports.
Learn more about Cohorts here.
Predict uses machine learning to hypothesize the likelihood of user conversion. Grades are given to users based on previous behavior, where an ‘A’ grade are users very likely to convert and ‘D’ are users unlikely to convert.
Select an event and Predict will tell you how likely it is that users will complete it.
Learn more about the Predict report here.
Total Users vs. Unique Users
It is important to consider how to aggregate and sum user actions. Mixpanel reports values according to events, but it is important to distinguish the total number of events versus the total number of users that perform an event.
A total count is the total amount of times an event is fired. For example, if one person fires an event 50 times, that will count as 50 when looking at Total.
When looking at unique values, Mixpanel counts how many distinct_ids have fired that event. In other words, this counts the number of users that perform an event.
It is possible to select count type in Insights reports. Funnels and Retention reports always count uniques.
Learn more about the differences in user counts here.
Next Step: Messages and Experiments