Mixpanel

Introduction

Mixpanel makes analytics self-serve for your product teams and enables everyone to answer questions around user conversion, retention, and activation.

Scope

The MoEngage and Mixpanel integration allow you to import Mixpanel Cohorts into MoEngage to create segments that can be used to target users in future campaigns. You can also leverage MoEngage streams to export your campaign events to Mixpanel to drive deeper analytics into conversions, retention, and product usage.

Benefits and Use Cases

Analyze your users in Mixpanel and engage with them using MoEngage.

The following use-cases provide integration value addition to your analytics + user engagement activities:

E-commerce

Understand the seasonal changes in purchase trends that are happening and send rich push notifications to such users via MoEngage. For example, target the cohort of users who purchase high-value items during summers and send rich push notifications with similar recommended items.

Travel

You can create a cohort in Mixpanel of millennial users who are also premium users of your app and send them popular and unique holiday destination recommendations via MoEngage emails.

E-learning

Understand where your users are dropping off while watching a video series on your platform and bring them back with engaging campaigns! Through insights into user behavior, you are armed with a holistic picture of exactly what actions can trigger a user to return to the app.

Integration 

 

PREREQUISITES

  • Ensure you have login credentials for MoEngage and Mixpanel.
  • Ensure that the MoEngage Streams feature is enabled to export the campaign data from MoEngage.
    For more information, refer to MoEngage Streams.

The Mixpanel Integration with MoEngage consists of two parts:

Cohort Sync from Mixpanel to MoEngage:

Mixpanel to MoEngage integration allows you to export cohorts in Mixpanel to MoEngage and send personalized campaigns to all the users under this cohort from MoEngage. 

Streaming MoEngage Events to Mixpanel

MoEngage to Mixpanel integration allows you to export the campaign interaction events generated after your users engage with the MoEngage campaigns to Mixpanel.

Setting up MoEngage integration on Mixpanel

To setup MoEngage Integration on Mixpanel, follow the below steps:

  1.  Log in to Mixpanel and navigate to Data Management -> Integrations
    Screen Shot 2020-09-10 at 2.03.51 PM.png
  2. On the Integrations page, search MoEngage and click on the CONNECT button. You will see a pop-up to enter the MoEngage credentials as described:
    Screen Shot 2021-07-30 at 5.54.01 PM.png
  3. Fill the following fields from the MoEngage dashboard by navigating to Settings > API Settings:
    Field Action
    USERNAME Type or copy and paste the Data API ID.
    PASSWORD Type or copy and paste the Data API Key.
    MOE-APPKEY Type or copy and paste the App ID.
    MOENGAGE DATACENTER

    MoEngage data center that you signed with you on MoEngage. For more information about the data center that you signed up with, please refer to Data centers in MoEngage.

    GeneralSettings.png
  4. Click save on continue to connect MoEngage as an integration.

For more information, refer to Mixpanel - MoEngage Integration.

Exporting Cohorts from Mixpanel to MoEngage

To export specific cohorts from Mixpanel to MoEngage, follow these steps:

  1. Navigate to the cohorts page on Mixpanel dashboard
    Screen Shot 2020-09-10 at 2.26.29 PM.png
  2. Click on the three dots menu on the right-hand side of any cohort and use the Export to option to export the particular cohort to MoEngage.
    Screen Shot 2020-09-10 at 2.05.50 PM.png
    A pop-up is displayed.
  3. In the Export to MoEngage pop-up, select one of the following:
    Screen Shot 2021-08-26 at 3.05.12 PM.png
    Selection Description
    One-time export Only export the users under the cohort to MoEngage once and the cohort will not sync thereafter.
    Dynamic sync

    Ensure that the updated information of the cohorts like the new users who qualify for this cohort and the existing users who are removed from the cohort are sent to MoEngage every 15 minutes.

  4. Click Begin Sync to export.
  5. Check the export status after you export the cohort as described.
    Screen Shot 2020-09-10 at 2.06.28 PM.png

Using Cohorts in MoEngage Campaigns

Once an export is complete, you would be able to see the cohort as a custom segment in MoEngage like below - 

Screen Shot 2020-09-10 at 4.17.27 PM.png

The custom segment can be used in any MoEngage campaigns to send personalized messages to the users under this segment.

User Mapping between Mixpanel and MoEngage

When you are exporting cohorts from Mixpanel to MoEngage, all users in your Mixpanel cohort will be attempted to be mapped with unique user profiles in MoEngage. We will be relying on a unique user identifier that will be present across Mixpanel and MoEngage users for mapping. This identifier will also be used when sending campaign events from MoEngage to Mixpanel.

You need to ensure that you are adding an alias for your Mixpanel distinct_id and that the same identifier is used as ID (unique user id) in MoEngage.

For more information on tracking unique user id in MoEngage, refer to 

 

Users in your Mixpanel cohort attempted to map with unique user profiles in MoEngage. If MoEngage systems do not have that user profile, the user is not mapped and not added to the cohort/segment.
In this scenario, you may find fewer users in the MoEngage cohort compared to the Mixpanel cohort. Make sure you have all users in MoEngage before you perform the cohort sync.

Exporting Campaign Data from MoEngage to Mixpanel

Raise a ticket with support@moengage.com with the following details:

  1. Integration Name - Mixpanel
  2. Mixpanel project token - This is available on your Mixpanel Dashboard -> Settings -> Overview -> Access Keys -> Project Token as shown below -
    mixpanelsettings.png
  3. (Optional) Additional events, user attributes, or device attributes that you want to see with each event in Mixpanel. By default, MoEngage will be sending the data points mentioned in the next section to Mixpanel.

All the events sent by MoEngage are displayed in Mixpanel by filtering basis $source = MOENGAGE. These events are sent to Mixpanel in near real-time and use the Mixpanel distinct_id for mapping user profiles between MoEngage and Mixpanel.

 

INFORMATION

Ensure that you are setting the mixpanel_distinct_id as the unique user id in MoEngage.

Export Data

The following data points are by default sent to Mixpanel:

Event Name Event Code Type (for reference only) Channel Description
Card Sent n_c_s Delivery Cards Tracked when a Card notification is sent to the user, doesn't indicate if the notification is delivered to the App Inbox
Card Delivered MOE_CARD_CAMPAIGN_DELIVERED Delivery Cards Tracked when a Card is delivered to the App Inbox after the user has opened the Inbox
Card Viewed

MOE_CARD

_CAMPAIGN_VIEWED

Delivery Cards Tracked when the user views a Card or scrolls down to it in the App Inbox
Card Clicked

MOE_CARD

_CAMPAIGN_CLICKED

Interaction Cards Tracked when the user clicks the Card in the App Inbox
Connector Sent MOE_CONNECTOR_SENT Delivery Connector Tracked when a connector was sent successfully.
Email Sent MOE_EMAIL_SENT Delivery Email Tracked when our system sends an email to a user.
Email Deferred MOE_EMAIL_DEFERRED Delivery Email Tracked when the receiving server is unable to accept your request, email sending will be re-tried in this case
Email Delivered MOE_EMAIL_DELIVERED Delivery Email Tracked when an email is delivered in an inbox
Email Dropped MOE_EMAIL_DROP Delivery Email Tracked when a user opens an email.
Email Bounced

MOE_EMAIL

_HARD_BOUNCE

Delivery Email Tracked when a user clicks on any link in the email.
Email Soft Bounced

MOE_EMAIL

_SOFT_BOUNCE

Delivery Email Tracked when an email is dropped. Email is dropped, when it's part of the bounce list, the unsubscribe list or the spam report list.
Email Opened MOE_EMAIL_OPEN Interaction Email Tracked when our system finds an email is soft bounced. Typically happens when there is a temporary delivery issue.
Email Clicked MOE_EMAIL_CLICK Interaction Email Tracked when our system finds an email is hard bounced. Typically happens when email address doesn't exist.
Email Unsubscribed

MOE_EMAIL

_UNSUBSCRIBE

Interaction Email Tracked when a user marks the email as spam.

Email Spam

Complained

MOE_EMAIL_SPAM Interaction Email Tracked when a user unsubscribes from receiving emails.

In-App Shown

Android

IN_APP_SHOWN Interaction In-App Tracked when an In-App message is shown to the user on Android device.

In-App Clicked

Android

IN_APP_CLICKED Interaction In-App Tracked when a user clicks In-App message on Android device.

In-App Closed

Android

IN_APP_CLOSE_CLICKED Interaction In-App Tracked when a user dismisses In-App message by clicking on close button on Android device.
In-App Shown iOS iOS_IN_APP_SHOWN Interaction In-App Tracked when a In-App message is shown to the user on iOS device.
In-App Clicked iOS iOS_IN_APP_CLICKED Interaction In-App Tracked when a user clicks In-App message on iOS device.
In-App Closed iOS

iOS_IN_APP

_CLOSE_CLICKED

Interaction In-App Tracked when a user dismisses In-App message by clicking on close button on iOS device.

Mobile In-App

Shown

MOE_IN_APP_SHOWN Interaction In-App V3 Tracked when a user is shown an in-app version 3 campaign

Mobile In-App

Clicked

MOE_IN_APP_CLICKED Interaction In-App V3 Tracked when a user clicks an in-app version 3 campaign

Mobile In-App

Dismissed

MOE_IN_APP_DISMISSED Interaction In-App V3 Tracked when a user closes an in-app version 3 campaign
Notification Received Android NOTIFICA TION_RECEIVED_MOE Delivery Push Tracked when a user receives a notification on an Android device.
Notification Clicked Android NOTIFICA TION_CLICKED_MOE Interaction Push Tracked when a user clicks notification on an Android device.
Notification Sent iOS n_i_s Delivery Push Tracked when a user receives a notification on an iOS device.

NOTIFICATION

_RECEIVED

_IOS_MOE

NOTIFICATION_RECEIVED

_IOS_MOE

Delivery Push Tracked when App in foreground and user receives the notification on iOS.
Notification Clicked iOS

NOTIFICA TION_CLICKED

_IOS_MOE

Interaction Push Tracked when a user clicks notification on an iOS device.

Notification

Received Web

NOTIFICATION_RECEIVED

_WEB_MOE

Delivery Push Tracked when a user receives a notification on a browser.

Notification

Clicked Web

NOTIFICATION_CLICKED

_WEB_MOE

Interaction Push Tracked when a user clicks notification on the browser.

On-site

Message

Shown

MOE_ONSITE

_MESSAGE_SHOWN

Interaction On-site Tracked when an on-site messaging campaign is shown to a user

On-site

Message

Clicked

MOE_ONSITE

_MESSAGE_CLICKED

Interaction On-site Tracked when an on-site messaging campaign is clicked by a user

On-site

Message

Closed

MOE_ONSITE

_MESSAGE_CLOSED

Interaction On-site Tracked when an on-site messaging campaign is closed by a user
Web Personalization Message Shown

MOE_WEBP

_MESSAGE_SHOWN

Interaction Web Personalization Tracked when a web personalization campaign is shown to a user
Web Personalization Message Clicked

MOE_WEBP_MESSAGE

_CLICKED

Interaction Web Personalization Tracked when a web personalization campaign is clicked by a user
Web Personalization Message Closed

MOE_WEBP_MESSAGE

_CLOSED

Interaction Web Personalization Tracked when a web personalization campaign is closed by a user
SMS Sent SMS_SENT Delivery SMS Tracked when our system sends SMS to a user.
SMS Delivered SMS_DELIVERED Delivery SMS Tracked when our system receives a delivery receipt for the SMS sent to a user.
User Entered Flow USER_ENTERED_FLOW Delivery Flows Tracked when a user falls in the target audience and has qualified for entry in the Flow.
User Exited Flow USER_EXITED_FLOW Delivery Flows Tracked when a user exits from a Stop Cell of the Flow.
User Added To Control Group

MOE_CAMPAIGN

_CONTROL_GROUP

Delivery All Campaigns Tracked when a user is added to a control group
User Removed From Control Group

MOE_USER_REMOVED

_FROM_CONTROL_GROUP

Delivery All Campaigns Tracked when a user is removed from a control group
User Removed From Campaign Due to Control Group

MOE_CAMPAIGN_USER_

REMOVED_DUE

_TO_CONTROL_GROUP

Delivery All Campaigns Tracked when a user is removed from a campaign due to the user being a part of the control group
 

Points to remember for events sent to Mixpanel

  • All events sent to Mixpanel have UID by default. This captures the value of the ID which is present in a unique user profile in MoEngage. This is also used to match a user in Mixpanel basis the value of the mixpanel_distinct_id.
  • All campaign events have campaign_id, campaign_name, campaign_type, campaign_channel by default.
  • All email campaign events have email_id as moe_email_id by default.
  • All push campaign events have push_id as moe_push_id by default.
  • All SMS campaign events have a mobile number as moe_mobile_number by default. 
  • All campaign events of the campaign are a part of MoEngage Flows have two additional attributes parent_flow_id and parent_flow_name are present.
  • All campaigns having multiple variations or locales have the following additional
    • attributes  variation_id
    • locale_id
    • locale_name
  • All events have moengage_user_id by default. This is a MoEngage internal user identifier and is populated with each event in MoEngage.
  • All events generated from the mobile app contain a moengage_device_id, which is a MoEngage internal identifier.

Troubleshooting

The user count for the segment is 0?

Please check if the custom segment name is "All users". All users is reserved for MoEngage and cannot be used as the custom segment name.

The segment is not showing up on MoEngage dashboard? 

Please check archived segments on MoEngage. You can check your archived segments here. Please unarchive your segment and then retry.  

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