LET’S START THIS SESSIONWITH SOMETHING AWESOME

TRACK EVERYTHINGMIXPANEL 101

BEFORE WE START

A BOOK FORGROWTH HACKERS

Lean AnalyticsUse Data to Build aBetter Startup Faster

By Alistair Croll& Benjamin Yoskovitz

BE CAREFUL ABOUT VANITY METRICS

Vanity metrics make you feel good, but they don’t offer clear guidance for what to do.

✓ PAGE VIEWS.

✓ PAGES/VISITS & TIME ON SITE.

✓ VISITS

✓ BOUNCE RATE.

bit.ly/kgh-metrics

http://example.com/landingpage? utm_medium=ppc& utm_source=adwords& utm_campaign=snowboots

ABOUT UTM PARAMETERS

The simple way to build these links is to use the Google Analytics URL Builder.

MIXPANELGOOD PRACTICES & PITFALLS

WHY MIXPANEL?✓ Easy to measure actions taken by individual users.

✓ Better to track logged in users.

✓ No need of SQL, use the interfaces to build your queries.

✓ You can create segments, funnels, retention charts, send notifications, analyse revenue...

AWESOME THINGS YOU CAN DO

✓ Push revenue data, product info to Mixpanel.

✓ Do not only track successful transactions, track previous steps of transactions to be able to create funnels.

✓ Track every event in your app/site to understand the whole picture.

✓ Combine people with similar behavior.

IT’S EASY TO DO CROSS-PLATFORM ANALYTICS WITH

MIXPANEL. THAT’S WHY AUTODESK IS SWITCHING FROM

GA & FLURRY TO MIXPANEL.

MIXPANEL PRICING

IMPLEMENT THE MIXPANEL SDK

✓ First, create an account.

✓ Embed the javascript library and make sure that it runs on every page. (if you are using a framework, use a package or a gem. On mobile, use the provided SDK)

✓ Push your new local code to your server. (Mixpanel should tell you it starts to get data)

KEEP YOUR DEVELOPMENT DATA SEPARATE FROM YOUR

PRODUCTION DATA. FOR THAT, CREATE A NEW PROJECT.

bit.ly/gist-mixpanel

TRACK YOUR FIRST EVENTS✓ There are only two things you need really need to

know about Mixpanel: events and properties.

mixpanel.track("Video played", { "Video length": 213, "id": "hY7gQr0" });

SEGMENTATIONTHE FIRST RULE OF GH

THE END OF SQL QUERIES :-)

BURBN COULD HAVE USED THE MIXPANEL EVENTS TO FIND THAT THEIR

USERS WERE MAINLY INTERESTED BY THEIR PHOTO FILTERS.

DISABLE AN EVENT✓ Disable events on the Mixpanel object. If passed

no arguments, this function disables tracking of any event. If passed an array of event names, those events will be disabled, but other events will continue to be tracked.

mixpanel.disable();

TRACK LINKS✓ This function will wait up to 300 ms for the

Mixpanel servers to respond. If they have not responded by that time it will head to the link without ensuring that your event has been tracked.

mixpanel.track_links("#menu a", “Clicked Nav Link”, { "Video length": 213, "id": "hY7gQr0" });

THE FUNNELSFIND WHERE YOU LOSE CUSTOMERS AND REDUCE THE FRICTION

UBER USES FUNNELS TO REDUCE THE FRICTION IN THEIR DRIVER-SIGNUP

FLOW.

MAKE YOUR USER EXPERIENCE FRICTIONLESS AND USE THE MIXPANEL

FUNNELS FOR THAT.

TRACK FORM SUBMISSION✓ This function will wait up to 300 ms for the

Mixpanel servers to respond. If they have not responded by that time it will head to the link without ensuring that your event has been tracked.

mixpanel.track_forms("#register", “Created account”, { "age": 21, "gender": "male" });

ADDING SUPERPROPERTIES✓ Register a set of super properties, which are

included with all events. This will overwrite previous super property values.

mixpanel.register({ "producer": “HBO” }, 355);

mixpanel.register_once({ "producer": “HBO” }, 355);

GET SPECIFIC DATA

// Returns the value of the super property mixpanel.get_property("producer");

// Returns the current distinct id of the user mixpanel.get_distinct_id();

CREATE A USER PROFILE mixpanel.identify("13487"); // important

mixpanel.people.set({ "$first_name": "Jay", "$last_name": "Gatsby", "$created": "2015-03-09T10:02:00", "$email": "jay.gatsby@gmail.com" });

ABOUT PEOPLE PROPERTIES // Increment/decrement people properties. mixpanel.people.increment("points", 5);

// Append a value to a list-valued property mixpanel.people.append("visited", "home");

// Append a value to a list-valued property mixpanel.people.track_charge(9.99);

REMOVING PEOPLE PROPERTIES

// Permanently clear all revenue report mixpanel.people.clear_charges();

// Permanently deletes the current user mixpanel.people.delete_user();

AS YOU CAN SEE, PROPERTIES FALL INTO TWO CAMPS: EVENT SPECIFIC AND USER SPECIFIC.

RETENTIONTRACK IF THE CHANGES YOU MAKE TO YOUR APP INCREASE RETENTION

BE CAREFUL ABOUT THE DISTINCT_ID. IT IS THE ONLY IDENTIFIER MIXPANEL USES.

EXPLORESEE WHO YOUR CUSTOMERS ARE AND WHAT THEY HAVE DONE

FORMULASAN EASY WAY TO WRITE FORMULAS AND LEARN FROM YOUR DATA

LIVE VIEWWATCH YOUR EVENTS IN REAL-TIME

A/B TESTINGTHE POWER TO TEST YOUR IDEA LIKE A SCIENCE EXPERIMENT

INSIGHTSTHE BEST WAY TO ANALYZE YOUR USER PROFILES

VENMO DISCOVERED USERS WITH MORE THAN FIVE FRIENDS WERE

30% MORE LIKELY TO MAKE A PAYMENT

DEEZER DISCOVERED THAT USERS WHO PLAY MORE THAN 10 SONGS THE FIRST TIME PAY SOONER FOR THE SERVICE

NOTIFICATIONSSEND YOUR USERS MESSAGES BASED ON THEIR ACTIONS

1. Choose the type of your notification and compose your message.

2. Target users that meet the criterias you’ve defined.

3. Then schedule the delivery.

AIRBNB USED NOTIFICATIONS TO CONVERT PREVIOUS

TRAVELLERS INTO NEW HOSTS.

MOMENT > CHANNEL > COPY

WHAT THEY FOUND OUT IS THAT THE RIGHT MOMENT IS 2X MORE EFFECTIVE (CTR) THAN THE

RIGHT CHANNEL.

LOOK FOR THE TIME IT TAKES A USER TO CONVERT AND KNOW YOUR CONVERSION PATH AND

ITS LENGTH.

SURVEYSBUILD SURVEYS, TARGET YOUR USERS, AND ANALYZE THE RESPONSES

REVENUETHE METRIC TO ASSESS YOUR BUSINESS’S PERFORMANCE

HOW TO TRACK THINGS SERVER-SIDE

✓ Use the library for your specific technology: php, python, node, ruby, java, ios, android… (check the mixpanel github)

✓ For a quick start, check the README.md.

DON’T TRACK EVERYTHING. OVER-TRACKING MAKES YOU

LOSE SIGHT OF WHAT YOU REALLY NEED TO WATCH.

THE ULTIMATE TRACKING

THINK ABOUT THE ACTIONABLE METRICS THAT MATTER TO YOUR BUSINESS MODEL.

DRAW A LINE IN THE SAND, SET A GOAL AND REASSES ON A WEEKLY BASIS AND FOCUS,

FOCUS, FOCUS.

CAPTURING IS GOOD, LEARNING IS BETTER.

TO LEARN MORE ABOUT MIXPANEL, CHECK THE MIXPANEL UNIVERSITY.

IF YOU ARE MORE INTERESTED ABOUT REAL STARTUP USE

CASES, CHECK THE MIXPANEL EDUCATION.

mixpanel.com/tshirt

THANK YOUQUESTIONS?