Mixpanel Glossary

A collection of key analytics, data, and product terms every Mixpanel user should know.
Browse by category, or jump directly to an A–Z list with linkable headings.

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A–Z Glossary (canonical anchor targets)

Active User

People who currently use your product (distinct from just “Users”).

Alias

A related user account used to connect two user accounts and their data.

Annotation

Short text notes applied to data to provide context.

Autocapture

The ability to capture user behavior automatically without dedicated instrumentation.

B2B (Business to Business)

Selling to other businesses rather than individual users.

B2C (Business to Consumer)

Selling to individual customers rather than businesses.

BAA (Business Associate Agreement)

Legal document for handling personal health information.

Bounce Rate

The percentage of sessions where users had only one pageview, no autocaptures, and spent less than 10 seconds on the page.

Dashboard

A collection of multiple insights saved in one place for collaboration.

DAU (Daily Active Users)

How many active users you have each day.

Data Lake

A system for storing raw data for ambiguous or unknown purposes.

Data Warehouse

A system for storing processed data for specific, known purposes.

Dormant User

A user who did not complete a specified action within the current period but had completed it in the previous period.

Feature Flag

Used to divide users into groups where a feature is enabled or disabled.

First-party Cookies

Data packets served by the website operator to store user preferences.

Formula

An equation or calculation that modifies data from one or more series.

GDPR

General Data Protection Regulation governing data processing in the EU.

GTM (Go-to Market)

The plan for bringing a new product or feature to market.

Groups

Aggregating events by entities other than individual users (companies, teams, devices).

HIPAA

Health Insurance Portability and Accountability Act.

Identify

The process of collecting, connecting, and combining data to a user; de-anonymizing a user with properties.

Ingestion

The process of getting events users trigger into the analytics platform.

MOM (Month-on-Month)

Tracking performance from one month to the next.

MQL (Marketing Qualified Lead)

A potential customer identified as more likely to convert based on engagement signals.

Multivariate Test

An A/B test with more than two variants.

MVP (Minimum Viable Product)

The simplest version of something built to test an idea.

New User

Someone who was first identified within a specified period.

NPS (Net Promoter Score)

A metric for understanding customer satisfaction and loyalty.

Path

A visualization of users’ activity through a series of actions.

PHI (Personal Health Information)

Information about an individual’s health.

PII (Personal Identifying Information)

Information that can identify a user.

SDK (Software Development Kit)

Tools for building and using a software platform.

Session

A period of time when users are engaged and interacting with your product.

Stickiness

How many times users perform an action within a set period.

Third-party Cookies

Cookies served by external parties.