diff --git a/cspell.json b/cspell.json index aa5931ce4d..2dd28a1b97 100644 --- a/cspell.json +++ b/cspell.json @@ -64,6 +64,7 @@ "boto", "Bucketize", "C00m5wrjz", + "cmfkxwfa", "callout", "Cartfile", "CCPA", @@ -101,6 +102,7 @@ "expirable", "falsey", "fbclid", + "featureflags", "feross", "Figjam", "fileobj", @@ -156,6 +158,8 @@ "Mailchimp", "Marketo", "Maxmind", + "misclick", + "misclicking", "mixpanelapi", "Mixpanelers", "moengage", @@ -172,10 +176,13 @@ "mxpnl", "MYAPP", "mytoken", + "Navattic", + "navattic", "nessie", "Next.js", "nextjs", "nextra", + "OADA", "objc", "Onelogin", "onesignal", diff --git a/middleware.ts b/middleware.ts index 9b5df4907d..8728cc6323 100644 --- a/middleware.ts +++ b/middleware.ts @@ -6,10 +6,10 @@ export function middleware() { // Set custom header response.headers.set(`X-Frame-Options`, `deny`); response.headers.set(`X-Content-Type-Options`, `nosniff`); - response.headers.set(`Content-Security-Policy`, `default-src 'self' https://*.mixpanel.com 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"https://www.youtube.com" "https://www.loom.com"), fullscreen=(self "https://www.youtube.com" "https://www.loom.com"), geolocation=(), gyroscope=(), magnetometer=(), microphone=(), midi=(), payment=(), usb=()`); + response.headers.set(`Permissions-Policy`, `accelerometer=(), camera=(), encrypted-media=(self "https://www.youtube.com" "https://www.loom.com" "https://capture.navattic.com"), fullscreen=(self "https://capture.navattic.com" "https://www.youtube.com" "https://www.loom.com"), geolocation=(), gyroscope=(), magnetometer=(), microphone=(), midi=(), payment=(), usb=()`); // Return response return response diff --git a/oada-loop-detail.png b/oada-loop-detail.png new file mode 100644 index 0000000000..b929f99c9d Binary files /dev/null and b/oada-loop-detail.png differ diff --git a/pages/_document.js b/pages/_document.js index 0c06cdea5c..32362190e8 100644 --- a/pages/_document.js +++ b/pages/_document.js @@ -4,6 +4,51 @@ import Script from "next/script"; export default function Document() { return ( + + +
+ + + + {/* Empty script tag as chrome bug fix, see https://stackoverflow.com/a/42969608/943337 */} + + +
diff --git a/pages/guides/glossary.mdx b/pages/guides/glossary.mdx new file mode 100644 index 0000000000..c404db0b16 --- /dev/null +++ b/pages/guides/glossary.mdx @@ -0,0 +1,203 @@ +# Mixpanel Glossary + +Use this glossary to get familiar with the concepts that power Mixpanel—from data tracking and privacy to growth metrics and product strategy. + +Browse by category, or jump directly to the [A–Z list](#az-glossary). + +--- + +## Browse by Category + +
+Product & User Lifecycle Terms + +- [Active User](#active-user) +- [New User](#new-user) +- [Dormant User](#dormant-user) +- [Bounce Rate](#bounce-rate) + +
+ +
+Data & Technical Terms + +- [Autocapture](#autocapture) +- [Identity Management](#identity-management) +- [Ingestion](#ingestion) +- [Software Development Kit (SDK)](#software-development-kit-sdk) +- [First-party Cookies](#first-party-cookies) +- [Third-party Cookies](#third-party-cookies) + +
+ +
+Analysis & Visualization Terms + +- [Annotation](#annotation) +- [Board](#board) +- [Formula](#formula) +- [Stickiness](#stickiness) + +
+ +
+Business Model Terms + +- [Business to Business (B2B)](#business-to-business-b2b) +- [Business to Consumer (B2C)](#business-to-consumer-b2c) +- [Daily Active Users (DAU)](#daily-active-users-dau) +- [Weekly Active Users (WAU)](#weekly-active-users-wau) +- [Monthly Active Users (MAU)](#monthly-active-users-mau) +- [Month-over-Month (MOM)](#month-over-month-mom) +- [Quarter-over-Quarter (QoQ)](#quarter-over-quarter-qoq) +- [Year-over-Year (YoY)](#year-over-year-yoy) +- [Net Promoter Score (NPS)](#net-promoter-score-nps) +- [Marketing Qualified Lead (MQL)](#marketing-qualified-lead-mql) +- [Sales Qualified Lead (SQL)](#sales-qualified-lead-sql) + +
+ +
+Product Development Terms + +- [Feature Flag](#feature-flag) +- [Minimum Viable Product (MVP)](#minimum-viable-product-mvp) +- [Multivariate Test](#multivariate-test) + +
+ +
+Data Management Terms + +- [Data Lake](#data-lake) +- [Data Warehouse](#data-warehouse) +- [Groups](#groups) +- [Session](#session) + +
+ +
+Compliance & Privacy Terms + +- [General Data Protection Regulation (GDPR)](#general-data-protection-regulation-gdpr) +- [Health Insurance Portability and Accountability Act (HIPAA)](#health-insurance-portability-and-accountability-act-hipaa) +- [Business Associate Agreement (BAA)](#business-associate-agreement-baa) +- [Personally Identifying Information (PII)](#personally-identifying-information-pii) +- [Personal Health Information (PHI)](#personal-health-information-phi) + +
+ +--- + +## A–Z Glossary + +### Active User +People who currently use your product—distinct from just “users.” Active users can be segmented as Daily Active Users (DAU), Weekly Active Users (WAU), or Monthly Active Users (MAU) in Mixpanel. Learn more about tracking user activity in [Events](/docs/data-structure/events-and-properties). + +### Annotation +Short text notes applied to data to provide context. Use [annotations](/docs/features/annotations) in Mixpanel charts to mark events like releases or campaigns. + +### Autocapture +[Autocapture](/docs/tracking-methods/autocapture) is a feature in Mixpanel that automatically collects commonly tracked user behavior data—such as page views, button clicks, form submissions, scrolls, dead clicks, and rage clicks—without requiring custom coding for each event. + +### Business Associate Agreement (BAA) +A legal document defining how vendors handle Protected Health Information (PHI) in compliance with [HIPAA](https://mixpanel.com/legal/mixpanel-hipaa/). + +### Business to Business (B2B) +Selling products or services to other businesses rather than to individual consumers. + +### Business to Consumer (B2C) +Selling products or services directly to individual customers rather than to businesses. + +### Board +A collection of multiple saved insights, reports, and metrics in one view for collaboration. Mixpanel [Boards](/docs/boards) help teams monitor key metrics in real time. + +### Bounce Rate +The percentage of sessions where users had only one pageview. High bounce rates can indicate low engagement or poor onboarding experiences. + +### Daily Active Users (DAU) +The number of distinct users who engage with your product each day. [DAU](https://mixpanel.com/blog/daily-active-users/) is used to measure engagement and growth trends. + +### Data Lake +A centralized repository for storing raw, unstructured data. Data lakes are flexible for large-scale storage and exploration but require transformation for analysis. + +### Data Warehouse +A system for storing processed, structured data optimized for analysis and reporting. Data warehouses are commonly used to feed Mixpanel via [Warehouse Connectors](/docs/tracking-methods/warehouse-connectors). + +### Dormant User +A user who has not completed a specific action in the current period but did in the previous one. Tracking dormant users helps teams identify reactivation opportunities. + +### Feature Flag +A configuration that controls whether a feature is visible or active for certain user groups. [Feature flags](/docs/featureflags) allow for safe rollouts and A/B testing. + +### First-party Cookies +Data packets served by your own website to store user preferences and enable consistent analytics across sessions. + +### Formula +An equation or expression that combines or modifies data from one or more series (e.g. dividing active users by new users). In Mixpanel, formulas can be used to create ratios or derived metrics in reports. + +### General Data Protection Regulation (GDPR) +A European Union regulation that governs how personal data is collected, processed, and stored. Mixpanel supports [GDPR](https://mixpanel.com/legal/mixpanel-gdpr/) compliance through data controls and deletion tools. + +### Groups +Used in Mixpanel to analyze entities beyond individual users—like companies, teams, or devices—by grouping related events. Group analysis is supported via [Group Analytics](/docs/data-structure/group-analytics). + +### Health Insurance Portability and Accountability Act (HIPAA) +A U.S. law that sets standards for protecting sensitive health information known as Protected Health Information (PHI). Mixpanel offers (HIPAA-compliant plans)[/legal/mixpanel-hipaa/] for customers handling medical data. + +### Identity Management +The process of linking an event or session to a known user by assigning a [unique identifier](/docs/tracking-methods/id-management). In Mixpanel, `identify()` ties events to a user profile across sessions. + +### Ingestion +The process of getting event data into Mixpanel from [SDKs](/docs/tracking-methods/sdks), [APIs](https://developer.mixpanel.com/reference/ingestion-api), or [integrations](/docs/tracking-methods/integrations). + +### Marketing Qualified Lead (MQL) +[MQLs](https://mixpanel.com/blog/marketing-qualified-leads/) are potential customers who have shown enough engagement or fit to be passed from marketing to sales for further qualification. + +### Minimum Viable Product (MVP) +The simplest version of a product that allows a team to validate assumptions or test a concept quickly with real users. + +### Monthly Active Users (MAU) +The number of distinct users who engage with your product within a 30-day period. [MAU](https://mixpanel.com/blog/mau/) is commonly used to assess long-term engagement and growth trends. + +### Month-over-Month (MOM) +A measure comparing performance or metrics from one month to the next. Often used to assess growth momentum or seasonality. + +### Multivariate Test +An [experiment](/docs/experiments) that tests more than two variants at once to understand the combined effect of multiple changes on user behavior. + +### Net Promoter Score (NPS) +A customer satisfaction metric that measures how likely users are to recommend your product to others. Typically gathered through surveys asking, “How likely are you to recommend us?” + +### New User +Someone who was first identified within a defined period—such as their first session or signup week. Useful for measuring acquisition and onboarding effectiveness. + +### Personal Health Information (PHI) +Information about an individual's health status or healthcare that can be linked to a specific person. Covered under [HIPAA](https://mixpanel.com/legal/mixpanel-hipaa/) and often referenced in BAAs. + +### Personally Identifying Information (PII) +Any information that can directly or indirectly identify a user, such as names, email addresses, or device IDs. Mixpanel offers a variety of options to [protect user data](/docs/privacy/protecting-user-data). + +### Quarter-over-Quarter (QoQ) +A comparison of a specific metric between one fiscal quarter and the previous quarter. QoQ analysis helps track short-term performance and momentum over time. + +### Sales Qualified Lead (SQL) +A potential customer who has been vetted by sales as ready for direct engagement, typically following initial marketing qualification (MQL). SQLs show intent or fit strong enough to justify outreach by the sales team. + +### Session +A period of continuous user activity within your product. [Sessions](/docs/features/sessions) can be defined by a time window or event-based logic. + +### Software Development Kit (SDK) +A set of tools and libraries that allow developers to send events and user data from their apps to Mixpanel. [Mixpanel SDKs](/docs/tracking-methods/sdks) are available for a wide range of environments. + +### Stickiness +A [retention metric](/docs/reports/retention) showing how frequently users perform an action within a given time period. For example, it helps track how many users return daily or weekly to use a key feature. + +### Third-party Cookies +[Cookies](https://mixpanel.com/blog/cookies-consent-and-the-gdpr-the-role-of-privacy-in-a-product-analytics-strategy/) set by external domains or services, often used for advertising or cross-site tracking. Mixpanel primarily relies on first-party data for analytics. + +### Weekly Active Users (WAU) +The number of distinct users who engage with your product within a seven-day period. WAU is a key indicator of ongoing engagement and helps teams measure short-term product stickiness. + +### Year-over-Year (YoY) +A comparison of a specific metric (such as revenue, retention, or active users) between one year and the same period in the previous year. YoY analysis helps teams understand long-term trends while accounting for seasonality. diff --git a/pages/guides/guides-by-use-case/benchmarks.mdx b/pages/guides/guides-by-use-case/benchmarks.mdx new file mode 100644 index 0000000000..e0b1ccee3e --- /dev/null +++ b/pages/guides/guides-by-use-case/benchmarks.mdx @@ -0,0 +1,27 @@ +import { Cards } from 'nextra/components' + +# Benchmarks & Analytics Maturity +Understand performance benchmarks and assess your organization’s analytics maturity. Whether you’re setting goals, comparing performance against peers, or looking for ways to advance your analytics practice, these resources will help guide your next steps. + +## Benchmarks +See product performance baselines across conversion, retention, and engagement. Use these as north stars to calibrate goals and identify outliers. + + + + + +## Benchmarks by Industry +Drill into industry-specific norms to set context-rich targets. + + + + + + + +## Analytics Maturity +Assess where your org sits on the analytics maturity curve and chart the next moves to unlock impact. + + + + diff --git a/pages/guides/guides-by-use-case/continuous-innovation.mdx b/pages/guides/guides-by-use-case/continuous-innovation.mdx new file mode 100644 index 0000000000..5345d82185 --- /dev/null +++ b/pages/guides/guides-by-use-case/continuous-innovation.mdx @@ -0,0 +1,240 @@ +import { Callout, Steps } from 'nextra/components' + +# Mixpanel and the Continuous Innovation Loop +The **Observe → Analyze → Decide → Act (OADA)** loop is the framework behind how great teams use Mixpanel to continuously innovate. + +![OADA Loop diagram](/oada-loop-detail.png) + +This loop represents the cycle teams follow to turn data into action by first observing what users do, then analyzing why it happens, deciding what to do next, and finally acting on those insights to drive better outcomes. + +Each phase represents a key moment in the product decision cycle–—and Mixpanel provides the tools to complete that loop faster with every iteration. + + +**Why it matters:** Teams that move through the loop quickly learn what’s working, align faster, and deliver more impactful product improvements. + +--- + +## Why Continuous Innovation Matters + +Building great products isn’t just about speed—–it’s about learning continuously. + +Markets shift, user expectations evolve, and what worked last quarter might not work tomorrow. The teams that win are the ones that turn data into a *habit of improvement* by observing what users do, analyzing why it happens, deciding what to do next, and acting with confidence. + +Teams that move through the OADA loop quickly: +- Learn what’s working and what’s not +- Align on priorities faster +- Deliver more impactful product improvements with each iteration + + +**Pro tip**: Make closing the loop part of every sprint–—observe, analyze, decide, act. + + +Digital innovation isn’t a one-time project. It’s a continuous cycle of learning and improvement. + +--- + +## How Different Industries Use the Continuous Loop + +Mixpanel powers the OADA loop across every industry--helping teams turn data into confident action. + +Whether you’re optimizing user onboarding, increasing checkout conversions, or improving content engagement, the same continuous loop applies. + +Below are examples of how teams in different industries use Mixpanel to measure, learn, and grow faster. + +
+💼 SaaS: Improving Onboarding and Activation + +

A SaaS team observes where new users drop off during onboarding, analyzes key behaviors to uncover friction points, decides which improvements will reduce time-to-value, and acts by testing guided experiences that drive activation and retention. + +--- + +**Observe**

+The team monitors early-user activity using **Session Replay**, **Heatmaps**, and **Autocapture** to see how new users interact with the onboarding flow: *Account Created → Tutorial Completed → Key Action Taken*. They set up **Alerts** to track sudden drops in completion. + +--- + +**Analyze**

+Using **Funnels**, **Flows**, and **Cohorts**, the team identifies where users are stalling and compares completion across personas. Behavioral trends show that users who skip the advanced configuration step activate faster. + +| Tool | Observation | Insight | +|------|--------------|----------| +| **Funnels & Flows** | 45% drop-off between “Account Created” and “Tutorial Completed” | Users struggle with early onboarding complexity. | +| **Cohorts** | Different activation rates by persona | Simpler onboarding correlates with higher early success. | +| **Session Replay** | Confusion at advanced setup screens | Users hesitate when asked to complete optional steps too soon. | + +--- + +**Decide**

+The team uses **Metric Trees** to understand which metrics--like “First Value Reached”--drive long-term retention. They decide to move optional setup later in the journey and emphasize the first “aha” moment sooner. + +--- + +**Act**

+They test this change through **Experiments**, rolling out a new guided flow to a subset of users. When the experiment shows faster activation and higher retention, they launch it to all users using **Feature Flags**. + +--- + +**✨ Result:** Activation improves 15%, and new users reach value faster with fewer drop-offs. +

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+🛍️ eCommerce: Increasing Checkout Conversion + +

An eCommerce team observes shopper behavior throughout checkout, analyzes patterns to uncover mobile friction, decides which optimizations will improve conversion, and acts by testing streamlined checkout designs. + +--- + +**Observe**

+Using **Session Replay**, **Heatmaps**, and **Autocapture**, the team tracks the path from *Product Viewed → Added to Cart → Checkout Started → Purchase Completed* to see where users abandon the flow. + +--- + +**Analyze**

+Through **Funnels**, **Cohorts**, and **Retention**, the team identifies a 40% drop-off at payment on mobile devices. + +| Tool | Observation | Insight | +|------|--------------|----------| +| **Funnels** | 40% mobile drop-off at payment | Checkout fields are too dense for mobile screens. | +| **Session Replay & Heatmaps** | Users zoom and misclick on payment fields | UI not optimized for mobile input. | + +--- + +**Decide**

+The team leverages **Metric Trees** to link checkout completion to revenue impact. They decide to simplify payment forms and surface the most-used payment options first. + +--- + +**Act**

+They deploy a **Feature Flag** to release the redesigned checkout to 50% of traffic and use **Experiments** to confirm conversion improvements before rolling it out universally. + +--- + +**✨ Result:** Checkout completion rises 20%, and mobile shoppers complete purchases faster with fewer errors. +

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+🎬 Media & Entertainment: Boosting Viewer Retention + +

A streaming platform observes viewer engagement across content, analyzes which experiences retain audiences, decides how to personalize recommendations, and acts by iterating on what drives continued watching. + +--- + +**Observe**

+The team uses **Session Replay**, **Autocapture**, and **Alerts** to track *Episode Started → Episode Completed → Next Episode Started* events, identifying drop-offs by series and genre. + +--- + +**Analyze**

+They turn to **Retention** and **Cohorts** to learn which viewers come back. **Funnels & Flows** show most viewers stop after Episode 2, and qualitative data confirms weak recommendations at that point. + +| Tool | Observation | Insight | +|------|--------------|----------| +| **Retention & Cohorts** | Only 30% return for Episode 3 | Low content continuity beyond early episodes. | +| **Funnels & Flows** | Drop-off after Episode 2 | Weak recommendations between episodes. | + +--- + +**Decide**

+Using **Metric Trees**, the team connects “Episode Completion Rate” to “Viewer Retention.” They decide to insert a personalized “Up Next” prompt and ratings flow to strengthen recommendations. + +--- + +**Act**

+They run an **Experiment** on the "Up Next" prompt. After positive results that indicate viewers who see the new recommendations have longer sessions and higher continuation rates, they expand rollout to all viewers using **Feature Flags**. + + +--- + +**✨ Result:** Viewer retention improves 25%, with stronger engagement across new series launches. +

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+💰 Fintech: Increasing Feature Adoption and Retention + +

A fintech product team observes user engagement with budgeting tools, analyzes setup friction, decides how to improve adoption, and acts by optimizing flows that drive retention. + +--- + +**Observe**

+They track customer actions with **Session Replay** and **Autocapture**, focusing on *Account Linked → Budget Created → Spending Reviewed → Budget Adjusted*. **Alerts** notify them of sudden drops in budget creation. + +--- + +**Analyze**

+Using **Funnels**, **Cohorts**, and **Retention**, they find that users linking smaller financial institutions often fail to complete setup. + +| Tool | Observation | Insight | +|------|--------------|----------| +| **Funnels & Cohorts** | Users stop after linking a bank account | Authentication errors block progress. | +| **Retention Reports** | Users who finish setup return 2× more often | Early success predicts long-term retention. | + +--- + +**Decide**

+The team uses **Metric Trees** to link budgeting feature adoption to retention KPIs. They decide to improve error handling and prompt users to set alerts immediately after creating a budget. + +--- + +**Act**

+They run an **Experiment** on a new “Set Alert” flow. After positive results, they expand rollout to all customers using **Feature Flags**. + +--- + +**✨ Result:** Budget feature adoption increases 30%, and retention rises 15% as users set up alerts sooner. +

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+🎮 Gaming: Driving Player Engagement and In-App Purchases + +

A gaming studio observes player behavior across levels, analyzes progression data to uncover friction, decides what changes will improve engagement, and acts by launching prompts that drive completion and purchases. + +--- + +**Observe**

+The team uses **Session Replay**, **Heatmaps**, and **Autocapture** to track *Level Started → Level Completed → In-App Purchase Made*, identifying the points where players churn. + +--- + +**Analyze**

+They turn to **Funnels** and **Cohorts** on player feedback to understand why drop-offs occur. Players who use “Power-Ups” progress faster, and replays show many ignore in-game hint icons. + +| Tool | Observation | Insight | +|------|--------------|----------| +| **Funnels & Cohorts** | High player drop-off after Level 3 | Repeated failures at one level lead to early churn. | +| **Session Replay & Heatmaps** | Players miss hint icons | Poor visual placement of key gameplay aids. | + +--- + +**Decide**

+Using **Metric Trees**, the team links early-level completions to retention and in-app purchases. They decide to introduce Power-Up tutorials earlier to help players progress. + +--- + +**Act**

+They run an **Experiment** on a new “Use Power-Up” tutorial and measure results. When they see improved completion and monetization metrics, they expand it to all players using **Feature Flags**. + +--- + +**✨ Result:** Level completion improves 35%, and in-app purchases increase 20%, driving sustained engagement. +

+
+ +No matter your industry, the OADA loop helps you turn insights into action-—and Mixpanel gives you the tools to complete that loop faster with every iteration. + +--- + +## Learn More + +Want to understand the strategy behind continuous innovation? Check out our blog on [How Digital Continuous Innovation Drives Sustainable Enterprise Growth](https://mixpanel.com/blog/digital-continuous-innovation/) to see how leading enterprises use the OADA framework to connect data, decisions, and action—–and build a culture of sustainable growth. diff --git a/pages/guides/guides-by-use-case/mixpanel-introduction.mdx b/pages/guides/guides-by-use-case/mixpanel-introduction.mdx new file mode 100644 index 0000000000..2d89248b66 --- /dev/null +++ b/pages/guides/guides-by-use-case/mixpanel-introduction.mdx @@ -0,0 +1,118 @@ +# Mixpanel Introduction + +Mixpanel is a **digital analytics platform** that helps teams continuously improve their products by turning data into action. At its core, Mixpanel supports a **continuous innovation loop**—helping you observe what users do, analyze why it happens, decide what to do next, and act on those insights. + +> **Why it matters:** Teams use Mixpanel to learn faster, align decisions across functions, and measure the impact of every product change. + +--- + +## See Mixpanel in Action + +

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