Mixpanel Integration


Mixpanel is a mobile analytics company focused on helping you optimize the in-app user experience.  Since the acquisition analytics we provide can provide extra context when doing user segmentation in their tool, we’ve built a data integration with them to be able to pass that information into their system.  This article outlines how to send attributed install information to their platform for analytics.

The integration works by sending install notifications to the Mixpanel API using their Mixpanel HTTP Specification documentation and creating a user profile. You simply need to enable the postback URL (to send install notifications & append attribution information to a user’s profile) in your Attribution Analytics account for each one of your mobile apps.

Enabling the Postback URL

To enable the postback URL for Mixpanel in Attribution Analytics:

  1. In the main navigation, under the Partners section, click Integrated Partners.
  2. On the Integrated Partners page, search for “Mixpanel” and click the Enable button.
  3. In the Choose Partner: Verify Postback Events dialog box, in the Mixpanel Token box, enter your Mixpanel credentials, toggle the Install postback to On (blue color) and click Confirm.
    Confirm Mixpanel Postback

Sending Install Notifications

Sending attribution information for installs is a very important part of achieving a more granular analysis from Mixpanel. Enabling the postback URL will send Mixpanel the following information about each install.

  • {mixpanel_distinct_id}Unique identifier that you use to identify your users and match with Mixpanel data. NOTE: Conditional macro that uses available value based on this order: ios_ifa, odin, android_id, device_id, mac_address_sha1
  • MIXPANEL_TOKEN – Needs to replaced with the token Mixpanel provides when you created your account. It is located in your Mixpanel dashboard.
  • {device_ip} – Device IP of the user’s device on install.
  • {publisher_name} – Name of the publisher as defined in Attribution Analytics.
  • {site_name} – Name of the app as defined in Attribution Analytics.
  • {offer_name} – Name of the campaign as defined in Attribution Analytics.
  • {sub_publisher} – Name of the sub publisher as defined in Attribution Analytics. For more information, visit Effective TUNE Links.
  • {sub_campaign} – Value of sub campaign as defined in Attribution Analytics. For more information, visit Effective TUNE Links.
  • {sub_site} – Value of the sub site as defined in Attribution Analytics. For more information, visit Effective TUNE Links.
  • {sub_adgroup} – Value of sub adgroup as defined in Attribution Analytics. For more information, visit Effective TUNE Links.
  • {sub_ad} -The value of sub ad as defined in Attribution Analytics. For more information, visit Effective TUNE Links.

Mixpanel Reporting with Attribution Analytics Data

After you have the postback URL set up to send attribution information from Attribution Analytics to Mixpanel, you’ll be able to segment your reports by the various parameters. The main “Trends” report will have the Attribution Analytics properties with which you can segment your data.

In the following screenshot, we have selected to segment our data by Attribution Analytics Offer:

You’ll be able to use the Attribution Analytics attribution data in the funnel, segmentation, as well as the retention and people reports. We have included several screenshots of the various reports in the Mixpanel platform for reference.

The following screenshot is a Funnel report selecting a specific Attribution Analytics partner and segmenting by Attribution Analytics offer:

The following screenshot is the Segmentation report for App Installs grouped by the Attribution Analytics Partner:

The following screenshot is the Retention report grouped by Attribution Analytics partner and Attribution Analytics offer:

Lastly, the following screenshot is a People report where you can show details for a specific person that came from a Attribution Analytics offer:



Leave a reply
  • Is there any way to send historical attribution information to MixPanel, or only from real time install data per this guide? We'd ideally like to be able to segment based on data from 3-12 months ago, before we enabled this integration.

    • Grace  •  September 22, 2015

      By default, we only send your real-time attribution data once an integration is enabled. However, you can always export your historical data and request that they ingest the data via the exported .csv file. In this manner, they would have your historical data as well as all of your real-time attribution data moving forward. You can learn how to export your data here.

  • John Loo  •  November 12, 2015


    I am still unclear on the need / value-add for sending the install notifications as well as the post back URLs for install-events? Isn't this redundant? Also why the 2 post back notifications , if they are both for install events? what is the distinguishing factor?

    Thank you

    • Grace  •  November 12, 2015

      The postback URLs are how we send the attribution information to Mixpanel. Without the postbacks in place, your attribution information cannot be sent to Mixpanel. As to why there are 2 different postbacks for Mixpanel, the information is being sent to two different Mixpanel endpoints for different uses. The second postback sends the attribution information to Mixpanel to be used specifically for user profiles (as seen in the last screenshot).

  • Igor  •  November 16, 2015

    I want to add the macro, which will add "Organic" into {publisher_name} when the install is not attributed to any publisher. However, it doesn't work this way. Why is that?

    • Grace  •  November 19, 2015

      The already inlcuded {publisher_name} macro returns 0 (NULL) when an install has not been attributed to an advertising partner and is therefore an organic install. So you won't need to add a macro to achieve this. Simply look for 0 (NULL) values for the publisher name and those will be your organics.