Set up Mixpanel

Mixpanel is an analytics partner integrated with Adjust. Our integration lets Mixpanel receive data measured in Adjust through automated callbacks. Use this data with the partners' tools for analytics and insights.

In this article, learn how to set up measurement with Mixpanel for your app. This includes activating the integration and choosing what data Adjust can share with Mixpanel.

Before you begin


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  • For help finding your credentials, contact your Mixpanel representative.

Select Mixpanel and your app in Campaign Lab

  1. Under Campaign Lab, select Partners.
  2. Select New partner > Mixpanel. Select Next to move to the next screen.
  3. In the App selection screen, choose the app for which you want to create the link, and enable the integration to share data with Mixpanel.
  4. Select Next.

Enable data sharing

Enable data sharing to activate the integration with Mixpanel. To enable data sharing:

  1. Enter your TOKEN.

Once you enable data sharing with Mixpanel, Adjust automatically sends Mixpanel the following data, by default:

  • install
  • uninstall
  • reinstall
  • reattributionReinstall
  • reattribution
  • event

Set your data sharing options

If you’re working with a multi-platform app with data sharing enabled for multiple platforms, you can:

  1. Separate data sharing options at the platform-level by selecting Use platform-specific settings.
  2. Set the same data sharing settings for multiple platforms by selecting Use global settings.

Now, under What will be shared by default?, review the activities that Adjust shares with Mixpanel by default:

  • install
  • uninstall
  • reinstall
  • reattributionReinstall
  • reattribution
  • event

Send additional data

Choose the amount and type of data that you want to share with Mixpanel through callbacks. Mixpanel may use this information to optimize performance.

To send additional data, you can review and customize the following:

In-app revenue (from in-app purchases)

Sharing in-app revenue lets Mixpanel receive revenue amounts along with your revenue event data. You need to map events that generate revenue to share this data.

Map parameters

You usually need to map parameters to share custom data with Mixpanel.

Map events

Map events that you want to share to the values that Mixpanel can receive. Data for unmapped events is not shared with Mixpanel.

Under Map events, follow these steps to choose the in-app events you want to directly send to Mixpanel.

  1. Select Map event.
  2. In the Adjust event list, choose the Adjust event that you want to share with Mixpanel.
  3. In the Partner event list, choose or enter a custom event name that you want to map the Adjust event to. You might have to map an event to several values.
  4. Select Apply.

Now Mixpanel will receive in-app event data for each of your linked events.

Map parameters

Partner parameters (available in Adjust SDK version 4.0+) let Adjust collect custom data points from your app and send them to Mixpanel. This lets Mixpanel receive custom event details for each of your linked events.

Before adding new partner parameters to the Adjust SDK, make sure no pre-existing partner parameters already fit your requirements.

To share partner parameters to Mixpanel, follow these steps.

  1. Set up partner parameters within the Adjust SDK: iOS, Android
  2. Check the Parameters data sharing checkbox.
  3. Map your events.

If you set up partner parameters within the Adjust SDK without setting up parameter sharing in the dashboard, Adjust forwards the parameters as named in the Adjust SDK.

Enable Mixpanel for your app

In the Setup review screen, you can review your choices. You can also go back and make changes to:

  • Your selected app
  • Data sharing options

Select Enable partner to enable Mixpanel for your app. Analytics partners don't work with links for campaigns. Once enabled, our integration sends attribution and in-app event data via automated callbacks.

Partner specific setup instructions

You should primarily use the Mixpanel server-to-server integration if you are not using the Mixpanel SDK in the app. If you are using the Mixpanel SDK, you can use adjust's in-app attribution data access to inject the attribution data into the Mixpanel SDK locally, as described in the documentation.

Predefined parameters

Mixpanel allows you to send a set of predefined parameters. If you attach any of these parameters to an event in your adjust SDK, these will be forwarded to Mixpanel. You can find out more about attaching partner parameters in the SDK readme specific to the SDK or SDKs you are working with. Below is a list of the defined parameters that Mixpanel accepts:

Parameter key > Value

  • product_id > product ID of a transaction
  • product_spec > product specification

If you would like to find out more about how to leverage this integration for your use cases, check out our one pager with Mixpanel . In case of any questions related to the information provided on the one pager, please reach out to .

Mixpanel only accepts callbacks that contain their distinct ID. To send the Mixpanel's distinct ID called "mixpanel_uuid" in your callbacks, set it up as a session partner parameter in the Adjust SDK as "mixpanel_uuid".

The current flow must look like this:

On the Mixpanel side:

  • The user downloads the app (has not signed up)
  • Mixpanel is initialized and a random distinct ID is generated (random12345)
  • SDK tracks a few events under distinct_id random12345
  • User signs up as email(USER-A), you call identify(USER-A)
  • SDK tracks events moving forward as email(USER-A)
  • The server merges events from email(USER-A) and random12345

Proposed solution on Adjust side

  • The client reads Mixpanel distinct_id (random12345 for example)
  • The client sends random12345 to Adjust as a session partner parameter before the launch of Adjust SDK
  • Adjust will send install/events using random12345 so everything is under 1 profile.

For more information about this and any other setup requirements, please contact your Mixpanel representative.

List of all parameters forwarded to Mixpanel

Mixpanel requires Adjust to send the following parameters (data points) with your callbacks:

{android_id}Android ID (Android only)
{gps_adid}Google Play Store advertising ID
{idfa}ID for advertisers (iOS only)
{idfv}Uppercase iOS ID for vendors
{ip_address}Device IP address
{os_name}Device operating system
{revenue_usd}Revenue, in US dollars
{adgroup_name}Adgroup name, as taken from the tracker
{campaign_name}Campaign name, as taken from the tracker
{created_at}Activity timestamp
{creative_name}Creative name, as taken from the tracker
{network_name}Network name, as taken from the tracker