Mixpanel’s mission is to increase the rate of innovation. Companies use Mixpanel to analyze how & why users engage, convert, and retain in real-time on web, mobile, and IoT devices, and then use the data to improve their products.

Our integration will forward audience information on your users to your Mixpanel account using Mixpanel People Attributes.


In order to activate audience forwarding to Mixpanel, you must have the Mixpanel API Token for the account that you wish to forward data to. The token can be found on your Mixpanel dashboard by clicking on the “Account” link, then selecting the “Projects” tab.

User Identity Mapping

When forwarding audience data to Mixpanel, mParticle will send

  • Android Device IDs
  • IDFAs,
  • IDFVs
  • Customer IDs

Forwarding Audiences

mParticle will forward a single Mixpanel People Attribute called SegmentMembership. SegmentMembership’s value will be a comma-separated list of mParticle audience IDs that the user is a member of, wrapped in single quotes (e.g. “‘123’,’456’,’789’”).

Deactivating and Deleting Connections

Since mParticle does not directly maintain user segments in Mixpanel, it will not delete user segments when the corresponding mParticle audience connection is deleted or deactivated. When a deletion or deactivation occurs, mParticle will not update the Mixpanel People Attributes to remove the audience from each user.

Configuration Settings

Setting Name Data Type Default Value Description
Token string Mixpanel API Token. Project token, which you can find by clicking the gear icon your project.
Create One User Attribute Per Audience bool False If enabled, mParticle will forward membership information for each audience as a separate Mixpanel People Attribute. For example, if you’re forwarding an audience named “New Users”, mParticle will forward membership information for this audience in a Mixpanel People Attribute called “In New Users”, with a value of “true” or “false”.
Use Mixpanel People bool False This setting must be set to Yes in order for the audience integration to work.

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