Mixpanel

In the Analytics section within Integrations, you can connect your Mixpanel account to Superwall:

This integration provides two-way data flow:

1. Event Tracking: Sends detailed subscription lifecycle events to Mixpanel.
2. User Profile Updates: Updates user profiles with revenue data and transaction history.

Required Fields

Fill out the following fields and click the Enable Mixpanel button at the bottom right to save your changes:

• Region: Data residency region for your Mixpanel project.
• Project Token: Your Mixpanel project token (Mixpanel → Settings → Project Settings → Project Token).
• Total Spend Property: The name of the user property to track cumulative spend.
• Sales Reporting: Whether to report Proceeds after store taxes & fees or Revenue. Choose between Proceeds (after store taxes & fees) or Revenue.

Features

• Automatic Event Mapping: Converts Superwall events to Mixpanel-friendly event names
• Revenue Tracking: Tracks both price (gross) and proceeds (net after fees)
• User Profile Enrichment: Maintains cumulative spend and transaction history
• Multi-Region Support: Works with US, EU, and IN data residency regions
• Sandbox Isolation: Separate tracking for production and sandbox events
• Refund Handling: Automatically adjusts revenue metrics for refunds

Configuration

Required Settings

Optional Settings

Example Configuration

{
  "integration_id": "mixpanel",
  "region": "US",
  "project_token": "your_production_token_here",
  "sandbox_project_token": "your_sandbox_token_here",
  "total_spend_property": "lifetime_revenue",
  "sales_reporting": "Proceeds"
}

Event Mapping

Superwall events are transformed into standardized Mixpanel events with the sw_ prefix:

Trial Events

Intro Offer Events

Subscription Events

Other Events

Event Properties

Every Mixpanel event includes all fields from the Superwall webhook data object as properties:

Core Properties

• distinct_id: User identifier (uses originalAppUserId or falls back to originalTransactionId)
• time: Unix timestamp in seconds
• $insert_id: Unique event ID (prevents duplicates)
• token: Your Mixpanel project token

Webhook Data Properties

All fields from the webhook are included:

• id, name, cancelReason, exchangeRate
• isSmallBusiness, periodType, countryCode
• price, proceeds, priceInPurchasedCurrency
• taxPercentage, commissionPercentage, takehomePercentage
• offerCode, isFamilyShare, expirationAt
• transactionId, originalTransactionId, originalAppUserId
• store, purchasedAt, currencyCode, productId
• environment, isTrialConversion, newProductId
• bundleId, ts

User Profile Updates

The integration performs two profile updates for revenue events:

1. Transaction History

Appends transaction details to the $transactions array:

{
  "$transactions": {
    "$amount": 9.99,
    "$time": "2025-01-01T12:00:00.000Z",
    // Plus all webhook data fields
  }
}

2. Cumulative Spend

Updates the total spend property (configurable):

{
  "lifetime_revenue": 129.99  // Incremented by transaction amount
}

Revenue Reporting Options

Price vs Proceeds

The sales_reporting setting determines which value is used for revenue:

Examples

Gross Revenue (Price):

• Transaction price: $9.99
• Store commission (30%): $3.00
• Your proceeds: $6.99
• Reported to Mixpanel: $9.99

Net Revenue (Proceeds):

• Transaction price: $9.99
• Store commission (30%): $3.00
• Your proceeds: $6.99
• Reported to Mixpanel: $6.99

Sandbox Handling

With Sandbox Token

If sandbox_project_token is configured:

• Production events → Production project
• Sandbox events → Sandbox project

Without Sandbox Token

If sandbox_project_token is empty:

• Production events → Production project
• Sandbox events → Skipped (not sent to Mixpanel)

Refund Handling

Refunds are automatically detected when price < 0:

• Event type: sw_refund
• Transaction amount: Negative value
• Cumulative spend: Decremented by refund amount

Example:

• Original purchase: +$9.99
• Refund event: -$9.99
• Net effect on lifetime revenue: $0.00

Data Residency

Mixpanel supports three data residency regions:

User Identification

The integration uses the following hierarchy for user identification:

1. Primary: originalAppUserId (if available)
2. Fallback: originalTransactionId (always present)

This ensures consistent user tracking even for:

• Legacy users without app user IDs
• Family sharing scenarios
• Cross-platform subscriptions

Testing the Integration

1. Validate Credentials

The integration automatically validates your credentials by sending a test event when configured.

2. Test Event Properties

Test events include:

• Event: sw_test
• Basic properties to verify connection
• No revenue impact

3. Verify in Mixpanel

Check your Mixpanel project:

1. Live View → Verify events arriving
2. Users → Check profile updates
3. Reports → Confirm revenue tracking

Troubleshooting

Events Not Appearing

1. Check Token: Verify project token is correct
2. Check Region: Ensure region matches your Mixpanel project
3. Check Environment: Sandbox events need sandbox token
4. Check Distinct ID: User must have valid identifier

Revenue Not Tracking

1. Check Sales Reporting: Verify Price vs Proceeds setting
2. Check Property Name: Confirm total_spend_property exists
3. Check Event Type: Only revenue events update spend
4. Check Refunds: Negative amounts decrease total

Duplicate Events

The integration uses $insert_id to prevent duplicates:

• Format: eventId-eventName
• Example: abc123-renewal

Mixpanel automatically deduplicates events with the same $insert_id.

Best Practices

1. Use Consistent User IDs: Send user IDs to app stores for better tracking
2. Set Up Both Tokens: Configure sandbox token for complete testing
3. Choose Revenue Model: Decide between gross (Price) vs net (Proceeds)
4. Monitor Both Projects: Check production and sandbox regularly
5. Handle Refunds: Ensure your analytics account for negative revenue

Rate Limits

Mixpanel has the following limits:

• Events: 2,000 requests/second
• Profile Updates: 2,000 requests/second
• Batch Size: 2MB per request

The integration sends events individually, well within these limits.

Data Privacy

• PII Handling: User IDs are pseudonymous by default
• GDPR Compliance: Use EU region for European users
• Data Retention: Follows your Mixpanel project settings
• Deletion Requests: Handle via Mixpanel's privacy tools