Mixpanel connector tools
The Mixpanel connector tools in Mark (Optimizely Agent Platform) provide a powerful integration that lets you query detailed user profiles and export raw event data for in-depth behavioral auditing. By utilizing JavaScript Query Language (JQL), you can perform sophisticated analytics, such as funnel and retention reporting, to uncover hidden patterns in user interactions. Furthermore, the ability to manage and create cohorts lets you translate these insights into targeted segments.
Complete the following steps to add the Mixpanel connector in Mark:
Configure the Mixpanel connector
Configure your Mixpanel service account (optional)
Note
If you already have a Mixpanel service account, skip this section and go to Add the connector on the Connectors page. You need your service account username and secret to complete the Settings step.
A Mixpanel service account is a special type of user intended to represent a non-human entity such as a script or back-end service. To create a service account, complete the following steps:
- Go to your Mixpanel organization or project settings.
- Click Service Accounts.
- Click Add Service Account.
- Copy the Username and Secret. You use these credentials in the next section.
For information, go to Service accounts in the Mixpanel documentation.
Configure the connector on the Connectors page
When you click Configure, Mark opens the Configure Mixpanel dialog. If the connector is not installed yet, an Install modal displays first. The dialog then has two steps: Settings, where you enter the details the connector needs to authenticate, and Tools, where you choose which tools to enable.
As a Mark administrator, complete the following steps:
- Go to Connectors.
- (Optional) Enter Mixpanel in the Enter name field, or use the Provider, Active Status, and Provider Type filters to find the connector.
- Click Configure on the Mixpanel tile.
Note The Install modal only displays if the connector is not installed yet. Installing adds the connector to your organization and makes its tools available. You install a connector once, for everyone.
- On the Settings step, complete the following, and then click Next. The app stores these settings and applies them to everyone in your organization.
- Enter your Mixpanel Project ID. Find this ID in your Mixpanel project settings.
- Select the region where Mixpanel stores your data.
- Enter your Service Account Username and Service Account Secret.
- On the Tools step, select the tools that users can use by default, and then click Save. Each tool displays its type, such as Read, Create, Update, or Delete. Use the search field to find a tool, or click Deselect all to clear the selection. Tools that you do not select still display on the connector's Tools tab, but remain disabled until you select them.
After you configure the connector, the Mixpanel tile displays Connect for you and for every Mark user in your organization. Click Connect to connect it.
Mixpanel connector tools
After you add the Mixpanel connector, the following tools are available in Mark.
Click a tool's name to expand it and learn when to use it, its required and optional parameters, and example prompts for calling the tool. If you do not provide a required parameter, Mark prompts you for it.
Use cases
The following use cases show how to combine the Mixpanel connector tools to support common marketing, experimentation, content, and operations workflows.
Marketing and audience segmentation
- Identify high-value segments for campaigns – Use the mixpanel_query_profiles tool to find users who have a specific "Lifetime Value" or "Plan Type" and reside in a certain region. Use the mixpanel_create_cohort tool to create this group as a "VIP Audience" that syncs to your email or ad platforms for targeted messaging.
- Campaign attribution and funnel analysis – Use mixpanel_execute_jql_query to build a funnel that tracks users from a "Marketing Campaign Click" event to a "Sign up" and finally a "Purchase". This helps you see exactly where potential customers drop off in your marketing journey.
- Identify "At-Risk" users for re-engagement – Query for users who have not performed a key "Value Event" (for example, "Article Read" or "Dashboard Login") in the last 14 days. Use the mixpanel_export_events tool to export these profiles and trigger a personalized "We miss you" email campaign.
A/B experimentation and component optimization
- Analyze experiment results – If you are running an A/B test where the variant is tracked as an event property (for example, variant_id = "A"), use the mixpanel_execute_jql_query tool to compare the conversion rates or average order values between groups.
- Behavioral deep dives for variations – For a specific test variant that performed poorly, use mixpanel_export_events to look at the raw event stream of a sample of users. This can reveal technical errors or friction points unique to that experience.
- Post-test audience creation – When you conclude an experiment, use the mixpanel_create_cohort tool to group users who interacted with the winning feature. This lets you monitor their long-term retention compared to the rest of your user base.
Content pipeline and engagement
- Content performance strategy – Use JQL queries to aggregate which content categories (for example, "Tutorials" and "Case Studies") generate the most downstream conversions. This data informs your Content Marketing Platform (CMP) strategy on what topics to prioritize.
- Personalized content recommendations – Use the mixpanel_query_profiles tool to identify a "Most Viewed Category." Mark can then use this information to suggest similar content pieces or draft personalized newsletters using the content tools.
- Track the content-to-conversion path – Analyze how many "Blog Post Views" a user typically has before they perform a "Trial Start." This helps marketing teams understand the true ROI of their top-of-funnel content.
General operations
- Snapshot reports – Use the mixpanel_execute_jql_query tool to get a count of daily active users or specific event totals to include in your weekly status reports.
- User journey mapping – Export raw event data for "Power Users" to visualize the most common paths they take through your application and optimize the UI for newer users.
Note
If you use Opti ID, administrators can turn off generative AI in the Opti ID Admin Center. See Turn generative AI off across Optimizely applications.