Mixpanel Group Analytics allows behavioral data analysis by selected groups, as opposed to individual users.
Historically, Mixpanel grouped events by a single identifier called the distinct_id. This ultimately grouped events by the individual. Mixpanel Group Analytics uses an identifier to group events by something other than the distinct_id. This allows you to group events by identifiers such as company ID, account ID, and billing ID.
Group Analytics is currently in BETA and is subject to change. Reach out to your Customer Success Manager to enable Group Analytics in your reports.
Group By a Custom Identifier
Mixpanel Group Analysis allows you to select the identifier to group your reports by.
By default, Mixpanel groups by the distinct_id, ultimately grouping events by individual user. Alternatively, Group Analytics allows you to group events by a value such as a team ID, a company ID, or another value that connects a group of individuals defined by different distinct_ids.
This will inform on behavior 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)?
Group Analytics Profiles
Much like a people profile, Group Analytics 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. In a 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 enable Group Analytics to change 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.
Reach out to your CSM to enable Group Analytics.
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.