analytics-dictionary / tool overview / tracking & measurement

Mixpanel

Mixpanel is a product analytics tool focused on user behaviour, funnels, retention and cohorts.

Written by Reflective Data experts · updated Oct 5, 2026

It is event-based and built for product and growth teams, with self-serve reports and strong identity features. Data can be sent from SDKs, servers or synced from a warehouse.

The quality of its insights depends on a clean event taxonomy and identity set-up.

Funnel analysis Product analytics Retention rate

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Multi-touch attribution

Multi-touch attribution spreads credit for a conversion across several touchpoints in the customer journey.

key-event.md

Key event

A key event is an event you mark as especially important to your business. In GA4…

audience.md

Audience

An audience is a group of users defined by shared behaviour or attributes, which you can…

data-stream.md

Data stream

A data stream is a source of data flowing into a GA4 property, such as a…

direct-traffic.md

Direct traffic

Direct traffic is visits where the source could not be determined, often because the visitor typed…

conversion.md

Conversion

A conversion is a visitor completing a valuable action, such as buying, signing up or requesting…

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