Mixpanel Group Analytics allows behavioral data analysis at a customized group level (such as account, device—or any other way you want to assess your business).
Historically, Mixpanel grouped events by a single identifier called the distinct_id. This ultimately grouped events by the individual user. Group Analytics allows you to use an identifier other than the distinct_id, such as company ID, account ID, project ID, or billing ID.
Group Analytics is available as an add-on package to customers on Growth plan and Enterprise plans. Customers on the Growth plan can buy this add-on online (customers get 6 group keys) and customers on the Enterprise plans (customers can choose between 3 or 6 group keys) can reach out to their Customer Success Manager or the Mixpanel Sales Team (via Contact Sales on the pricing page) to enable Group Analytics in their reports.
Group By a Custom Identifier
Mixpanel Group Analysis allows you to select alternative unique identifiers in reports.
By default, Mixpanel counts unique users by distinct_id. Group Analytics allows you to uniquely count events by an alternative identifier, such as company ID, invite ID, or another value shared by a group of individuals with different distinct_ids.
This allows behavioral analysis from a business or group level, as opposed to an individual level. You can answer questions such as:
- What companies are engaging the most with a product?
- In instances where there are more than one user per account, such as a video streaming service, how are events triggered at an account level?
- What groups convert through a funnel to a goal event (as opposed to what individual users convert)?
Much like a user profile, Group profiles are a collection of properties and event history specific to a group.
Group Profiles have an activity feed that shows the events performed by users in a group, and it displays the properties unique to that group.
To access a group profile:
1- Go to Explore (under the “Users” icon on the main navigation menu).
2- Click the Analyze uniques by dropdown above the query builder.
3- Select the group identifier.
4- Groups profiles will populate the Explore report.
Example Use Case
An example use of Group Analytics is a business to business (or B2B) software company. Most B2B companies measure important KPIs at the company level instead of the individual user level.
The company might want to know how to target their customers for plan upgrades. When looking at potential targets for plan upgrades, the company can group by “Company Identifier” and target companies that use the product the most, as opposed to individual users.
This allows for the identification of companies that exhibit high likelihood of upgrading their plan, as opposed to individuals.
Change the Group Identifier
Choose a group identifier from a Mixpanel report. Note that you must have purchased the Group Analytics package in order to access the group by identifier.
To change the identifier in a report:
1. Go to a report.
2. Click the Analyze uniques by dropdown above the query builder.
3. Select the group identifier.
4. The report will now display results grouped by the newly selected group identifier.
To view the set up guides for Group Analytics, follow the instructions connected to the library you are using found in Mixpanel's Developer Documentation.
Group Keys in Project Settings
Group keys are project specific, and the group key should be set up before group data is sent. Note Mixpanel does not backfill historical data before the group key was implemented.
Group keys must be event properties. All events need to have a defined group key on them in order to be attributed to a group.
To administer group keys, navigate to your Project Settings. Click +Add Group Key under the GROUP KEYS section.
Enter an event property to attribute the group key to. You can also enter a display name for the group key. Click Save.
Upload Group Profiles Using Explore
It is possible to create Group Profiles by CSV upload as an alternative to the groups API. Follow the instructions here to learn how to upload Group Profiles using the Explore report.