Mixpanel is a business analytics platform that allows you to export events from Mixpanel into other platforms to perform deeper analysis. The data collected can then be used to build custom reports and measure user engagement and retention.
The Braze and Mixpanel integration allows you to import Mixpanel Cohorts into Braze to create Braze segments that can be used to target users in future Braze campaigns or Canvases. You can also leverage Braze Currents to export your Braze events to Mixpanel to drive deeper analytics into conversions, retention, and product usage.
|Mixpanel account||A Mixpanel account is required to take advantage of this partnership.|
|Currents||In order to export data back into Mixpanel, you need to have Braze Currents set up for your account.|
Data import integration
Use Braze and Mixpanel’s partnership to configure your integration and import Mixpanel cohorts directly into Braze for retargeting, creating a full loop of data from one system to another. This allows you to perform a deeper analysis using Mixpanel and seamlessly execute your strategies using Braze.
Any integration you set up will count towards your account’s data point volume.
In adherence to Mixpanel’s data retention policies, events sent before January 1, 2010 will be removed during import.
Step 1: Get the Braze data import key
In Braze, navigate to Partner Integrations > Technology Partners and select Mixpanel. Here, you will find the REST endpoint and generate your Braze data import key.
If you are using the older navigation, you can find Technology Partners under Integrations.
Once generated, you can create a new key or invalidate an existing one. The data import key and the REST endpoint are used in the next step when setting up a postback in Mixpanel’s dashboard.
Step 2: Set up the Braze integration in Mixpanel
In Mixpanel, navigate to Data Management > Integrations. Next, select the Braze integration tab and click Connect. In the prompt that appears, provide the Braze data import key and REST endpoint, and click Continue.
Step 3: Export a Mixpanel cohort to Braze
In Mixpanel, navigate to Data Management > Cohorts. Select the cohort to send to Braze and then select Export to Braze. Lastly, select a one-time sync or dynamic sync. Selecting dynamic sync will sync your Braze cohort every 15 minutes to match users in Mixpanel.
Step 4: Segment users in Braze
In Braze, to create a segment of these users, navigate to Segments under Engagement, name your segment, and select Mixpanel_Cohorts as the filter. Next, use the “includes” option and choose the cohort you created in Mixpanel.
Once saved, you can reference this segment during Canvas or campaign creation in the targeting users step.
Data export integration
A full list of the events that can be exported from Braze to Mixpanel can be found below. All events sent to Mixpanel will include the user’s
external_user_id as the Mixpanel Distinct ID. At this time, Braze does not send event data for users who do not have their
You can export two types of events to Mixpanel: Message Engagement Events consisting of the Braze Events directly related to message sending, and Customer Behavior Events including other app or website activity such as sessions, custom events, and purchases tracked through the platform. All custom events are prefixed with
[Braze Custom Event]. Custom event properties and purchase event properties are prefixed with
[Custom event property] and
[Purchase property], respectively.
Contact your account manager or open a support ticket if you need access to additional event entitlements.
Step 1: Get Mixpanel credentials
In your Mixpanel dashboard, click into the Project Settingsin either a new or existing project. Here you will find the Mixpanel API secret and Mixpanel Token. These credentials will be used in the next step to create your Currents connection.
Step 2: Create Braze Current
In Braze, navigate to Currents > + Create Current > Create Mixpanel Export. Provide an integration name, contact email, Mixpanel API secret, and Mixpanel token in the listed fields. Next, select the events you want to track; a list of available events is provided. Lastly, click Launch Current
Check out Mixpanel’s integration docs to learn more.
Supported Currents events
- Custom event:
- Install Attribution:
- App (first session, news feed impression, session end, session start)
- Subscription (global state change):
- Subscription Group (state change):
- Exit (matched audience, performed event)
- Experiment Step (conversion, split entry)
- Content Card (abort, click, dismiss, impression, send)
- Email (abort, bounce, click, delivery, markasspam, open, send, softbounce, unsubscribe)
- In-app message (abort, click, impression)
- News Feed card (abort, click, impression)
- Push notification (abort, bounce, iOSforeground, open, send)
- SMS (abort, carrier send, delivery, delivery failure, inbound recieve, rejection, send, short link click)
- Webhook (abort, send)
- WhatsApp (abort, delivery, failure, inbound recieve, read, send)