Mixpanel

Integrate in-app subscription events from RevenueCat with Mixpanel

Mixpanel can be a useful integration tool for seeing all events and revenue that occur for your app even if it’s not active for a period of time. You can use Mixpanel’s array of product analytical tools to help get new customers, and engage and retain old customers.

With our Mixpanel integration, you can:

Formulate a data model using interactions between a user and your product.
Use interactive reports to understand when a user converts and why.

With accurate and up-to-date subscription data in Mixpanel, you'll be set to turbocharge your product analytics ⚡️

Integration at a Glance

Includes Revenue	Supports Negative Revenue	Sends Sandbox Events	Includes Customer Attributes	Sends Transfer Events	Optional Event Types
✅	✅	Requires Token	✅	❌	`non_subscription_purchase_event` `uncancellation_event` `subscription_paused_event` `expiration_event` `billing_issue_event` `product_change_event` `purchase_redeemed_event`

Events

The Mixpanel integration tracks the following events:

Event	Default Event Name	Description	App Store	Play Store	Amazon	Stripe	Promo
Initial Purchase	rc_initial_purchase_event	A new subscription has been purchased.	✅	✅	✅	✅	❌
Trial Started	rc_trial_started_event	The start of an auto-renewing subscription product free trial.	✅	✅	✅	✅	❌
Trial Converted	rc_trial_converted_event	When an auto-renewing subscription product converts from a free trial to normal paid period.	✅	✅	✅	✅	❌
Trial Cancelled	rc_trial_cancelled_event	When a user turns off renewals for an auto-renewing subscription product during a free trial period.	✅	✅	✅	✅	❌
Renewal	rc_renewal_event	An existing subscription has been renewed or a lapsed user has resubscribed.	✅	✅	✅	✅	❌
Cancellation	rc_cancellation_event	A subscription or non-renewing purchase has been cancelled. See cancellation reasons for more details.	✅	✅	✅	✅	✅
Uncancellation	rc_uncancellation_event	A non-expired cancelled subscription has been re-enabled.	✅	✅	✅	❌	❌
Non Subscription Purchase	rc_non_subscription_purchase_event	A customer has made a purchase that will not auto-renew.	✅	✅	✅	✅	✅
Subscription Paused	rc_subscription_paused_event	A subscription has been paused.	❌	✅	❌	❌	❌
Expiration	rc_expiration_event	A subscription has expired and access should be removed. If you have Platform Server Notifications configured, this event will occur as soon as we are notified (within seconds to minutes) of the expiration. If you do not have notifications configured, delays may be approximately 1 hour.	✅	✅	✅	✅	✅
Billing Issues	rc_billing_issue_event	There has been a problem trying to charge the subscriber. This does not mean the subscription has expired. Can be safely ignored if listening to CANCELLATION event + cancel_reason=BILLING_ERROR.	✅	✅	✅	✅	❌
Product Change	rc_product_change_event	A subscriber has changed the product of their subscription. This does not mean the new subscription is in effect immediately. See Managing Subscriptions for more details on updates, downgrades, and crossgrades.	✅	✅	❌	✅	❌
Web Purchase Redeemed	rc_purchase_redeemed	A RevenueCat Billing purchase has been redeemed in your app (via the mobile/Web SDKs) and linked to an App User ID, carrying both App User IDs to connect the customer's journey. See Redemption Links.	—	—	—	—	—

For events that have revenue, such as trial conversions and renewals, RevenueCat will automatically record this amount along with the event in Mixpanel.

Funnels events

Additionally, you can enable Funnels events to be tracked in Mixpanel. These events are triggered when a Customer takes the corresponding action in any of your funnels. To learn more about Funnels, check out our Funnels documentation.

The events that are tracked for Funnels are:

Event	Default Event Name	Description
Workflow step started	`rc_workflows_step_started_event`	A workflow step started and was displayed to a Customer.
Workflow step completed	`rc_workflows_step_completed_event`	A Customer completed a workflow step by clicking a button or exiting.
Workflow non-checkout completion	`rc_workflows_non_checkout_completion_event`	A Customer ended the workflow through a configured exit without a purchase.
Workflow purchase	`rc_workflows_purchase_event`	A purchase was made through a workflow. This event is separate from a purchase made in your app, and helps you track the performance of your funnel.

Any custom URL parameters present on the funnel URL are forwarded on these events as the page_url_parameters event property, so you can segment and report on them in Mixpanel.

Paywalls events

You can enable events from your RevenueCat Paywalls to be tracked in Mixpanel. These events are triggered when a Customer interacts with any of your Paywalls.

Event	Default Event Name	Description
Paywall impression	`paywall_impression`	A paywall was displayed to a Customer. For multi-step paywalls, this is when the Customer reaches the step that contains packages to purchase, not when the first step is shown.
Paywall close	`paywall_close`	A paywall was closed by a Customer.
Paywall cancel	`paywall_cancel`	A Customer dismissed the payment confirmation on a paywall.
Paywall exit offer	`paywall_exit_offer`	An exit offer was shown on a paywall.
Paywall component interaction	`paywall_component_interacted`	A Customer changed a paywall control (tab, package, purchase button, sheet, etc.). See the paywall component interaction reference for wire payload keys (`_package_id`, `_product_id`), `component_type` values, and how editor-built vs. legacy templates map to the event.

Setup

1. Set Mixpanel User Identity

If you're using the Mixpanel SDK, you can set the Distinct Id to match the RevenueCat App User Id. This way, events sent from the Mixpanel SDK and events sent from RevenueCat can be synced to the same user.

Use the .identify() method on the Mixpanel SDK to set the same App User ID that is set in RevenueCat.

Reserved Mixpanel Customer Attribute

We recommend keeping the Mixpanel SDK identifier the same as RevenueCat's App User ID as described above. Alternatively, if you want Mixpanel events tied to a different identifier, you can set a attribute for $mixpanelDistinctId that is sent with events instead of RevenueCat's App User ID.

If a user has that attribute set it will be used instead of the RevenueCat App User ID in the Mixpanel events.

Swift
Obj-C
Java

Purchases.configure(withAPIKey: "public_sdk_key", appUserID: "my_app_user_id")

// Option 1: Match Mixpanel's SDK identity to RevenueCat's App User ID
Mixpanel.mainInstance().identify(distinctId: "my_app_user_id")

// Option 2: Set different Mixpanel identifier in RevenueCat
Purchases.shared.attribution.setMixpanelDistinctID(Mixpanel.mainInstance().distinctId)

// Configure Purchases SDK
[RCPurchases configureWithAPIKey:@"public_sdk_key" appUserID:@"my_app_user_id"];

// Set App User Id in Mixpanel
[[Mixpanel sharedInstance] identify:@"my_app_user_id"];

// Configure Purchases SDK
Purchases.configure(this, "public_sdk_key", "my_app_user_id");

// Set App User Id in Mixpanel
MixpanelAPI mixpanel =
    MixpanelAPI.getInstance(context, MIXPANEL_TOKEN);

mixpanel.identify("my_app_user_id");

2. Send RevenueCat Events to Mixpanel

After you've set up the Purchases SDK and Mixpanel SDK, you can "turn on" the integration and configure the event names from the RevenueCat dashboard.

Navigate to your project settings in the RevenueCat dashboard and choose 'Mixpanel' from the Integrations menu

Integration setup

Add your Mixpanel Project token
Enter the event names that RevenueCat will send or choose the default event names
Select whether you want sales reported as gross revenue (before app store commission), or after store commission and/or estimated taxes.

Sample Events

Below are sample JSONs that are delivered to Mixpanel for events.

{
    "track_event": {
        "event": "rc_initial_purchase_event",
        "properties": {
            "distinct_id": "12345678-1234-1234-1234-123456789012",
            "token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
            "time": 1541012230,
            "revenue": 4.99,
            "product_id": "monthly_sub",
            "store": "APP_STORE",
            "offer_code": null
        }
    },
    "engage_event": {
        "$append": {
            "$transactions": {
                "$time": 1541012230,
                "$amount": 4.99,
                "product_id": "monthly_sub",
                "store": "APP_STORE"
            }
        },
        "$token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
        "$distinct_id": "12345678-1234-1234-1234-123456789012"
    }
}

{
    "track_event": {
        "event": "rc_trial_started_event",
        "properties": {
            "distinct_id": "12345678-1234-1234-1234-123456789012",
            "token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
            "time": 1541011312,
            "revenue": 0.0,
            "product_id": "monthly_sub",
            "store": "APP_STORE",
            "offer_code": null
        }
    },
    "engage_event": {
        "$append": {
            "$transactions": {
                "$time": 1541011312,
                "$amount": 0.0,
                "product_id": "monthly_sub",
                "store": "APP_STORE"
            }
        },
        "$token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
        "$distinct_id": "12345678-1234-1234-1234-123456789012"
    }
}

{
    "track_event": {
        "event": "rc_trial_converted_event",
        "properties": {
            "distinct_id": "12345678-1234-1234-1234-123456789012",
            "token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
            "time": 1541033435,
            "revenue": 44.99,
            "product_id": "yearly_sub",
            "store": "APP_STORE",
            "offer_code": null
        }
    },
    "engage_event": {
        "$append": {
            "$transactions": {
                "$time": 1541033435,
                "$amount": 44.99,
                "product_id": "yearly_sub",
                "store": "APP_STORE"
            }
        },
        "$token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
        "$distinct_id": "12345678-1234-1234-1234-123456789012"
    }
}

{
    "track_event": {
        "event": "rc_trial_cancelled_event",
        "properties": {
            "distinct_id": "12345678-1234-1234-1234-123456789012",
            "token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
            "time": 1541014060,
            "revenue": 0.0,
            "product_id": "yearly_sub",
            "store": "APP_STORE",
            "offer_code": null
        }
    },
    "engage_event": {
        "$append": {
            "$transactions": {
                "$time": 1541014060,
                "$amount": 0.0,
                "product_id": "yearly_sub",
                "store": "APP_STORE"
            }
        },
        "$token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
        "$distinct_id": "12345678-1234-1234-1234-123456789012"
    }
}

{
    "track_event": {
        "event": "rc_renewal_event",
        "properties": {
            "distinct_id": "12345678-1234-1234-1234-123456789012",
            "token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
            "time": 1541026947,
            "revenue": 4.99,
            "product_id": "monthly_sub",
            "store": "APP_STORE",
            "offer_code": null
        }
    },
    "engage_event": {
        "$append": {
            "$transactions": {
                "$time": 1541026947,
                "$amount": 4.99,
                "product_id": "monthly_sub",
                "store": "APP_STORE"
            }
        },
        "$token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
        "$distinct_id": "12345678-1234-1234-1234-123456789012"
    }
}

{
    "track_event": {
        "event": "rc_cancellation_event",
        "properties": {
            "distinct_id": "12345678-1234-1234-1234-123456789012",
            "token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
            "time": 1552135741,
            "revenue": 0.0,
            "product_id": "monthly_sub",
            "store": "APP_STORE",
            "offer_code": null
        }
    },
    "engage_event": {
        "$append": {
            "$transactions": {
                "$time": "2022-12-09T12:49:01",
                "$amount": 0.0,
                "product_id": "monthly_sub",
                "store": "APP_STORE"
            }
        },
        "$token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
        "$distinct_id": "12345678-1234-1234-1234-123456789012"
    }
}

{
    "track_event": {
        "event": "rc_non_subscription_purchase_event",
        "properties": {
            "distinct_id": "12345678-1234-1234-1234-123456789012",
            "token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
            "time": 1559530911,
            "$insert_id": "12345678",
            "revenue": 4.99,
            "product_id": "monthly_sub",
            "store": "APP_STORE",
            "offer_code": null
        }
    },
    "engage_event": {
        "$append": {
            "$transactions": {
                "$time": "2022-12-03T03:01:51",
                "$amount": 4.99,
                "product_id": "monthly_sub",
                "store": "APP_STORE"
            }
        },
        "$token": "abCdEFg01HiJklMN2OpQ3RStu4v5",
        "$distinct_id": "12345678-1234-1234-1234-123456789012"
    }
}

{
    "event": "rc_workflows_step_started_event",
    "properties": {
        "time": 1719730398,
        "distinct_id": "a1b2c3d4e5f6a1b2c3d4e5f6a1b2c3d4",
        "$insert_id": "12345678-1234-1234-1234-1234567890ab",
        "$mp_api_endpoint": "api.mixpanel.com",
        "$mp_api_timestamp_ms": 1719730399037,
        "$mp_event_size": 974,
        "$user_id": "your_user_id",
        "entry_reason": "navigation",
        "environment": "PRODUCTION",
        "is_first_step": true,
        "is_last_step": false,
        "locale": "en-US",
        "mp_processing_time_ms": 1719730399143,
        "page_referrer": "",
        "page_title": "",
        "page_url": "https://your-app.example.com/workflow/step/your-step-id",
        "page_url_parameters": {
            "promo": "summer_sale",
            "ref": "newsletter"
        },
        "screen_height": 1440,
        "screen_width": 2560,
        "source": "customer",
        "step_id": "your_step_id",
        "subscriber_attributes": {},
        "time_zone": "your_time_zone",
        "trace_id": "your_trace_id",
        "user_agent": "your_user_agent",
        "utm_campaign": "set if present",
        "utm_content": "set if present",
        "utm_medium": "set if present",
        "utm_source": "set if present",
        "utm_term": "set if present",
        "workflow_id": "your_workflow_id"
    }
}

{
    "event": "rc_workflows_step_completed_event",
    "properties": {
        "time": 1719730398,
        "distinct_id": "a1b2c3d4e5f6a1b2c3d4e5f6a1b2c3d4",
        "$insert_id": "12345678-1234-1234-1234-1234567890ab",
        "$mp_api_endpoint": "api.mixpanel.com",
        "$mp_api_timestamp_ms": 1719730399037,
        "$mp_event_size": 974,
        "$user_id": "your_user_id",
        "entry_reason": "navigation",
        "environment": "PRODUCTION",
        "is_first_step": true,
        "is_last_step": false,
        "locale": "en-US",
        "mp_processing_time_ms": 1719730399143,
        "page_referrer": "",
        "page_title": "",
        "page_url": "https://your-app.example.com/workflow/step/your-step-id",
        "page_url_parameters": {
            "promo": "summer_sale",
            "ref": "newsletter"
        },
        "screen_height": 1440,
        "screen_width": 2560,
        "source": "customer",
        "step_id": "your_step_id",
        "subscriber_attributes": {},
        "time_zone": "your_time_zone",
        "trace_id": "your_trace_id",
        "user_agent": "your_user_agent",
        "utm_campaign": "set if present",
        "utm_content": "set if present",
        "utm_medium": "set if present",
        "utm_source": "set if present",
        "utm_term": "set if present",
        "workflow_id": "your_workflow_id"
    }
}

{
    "event": "rc_workflows_non_checkout_completion_event",
    "properties": {
        "time": 1719730398,
        "distinct_id": "a1b2c3d4e5f6a1b2c3d4e5f6a1b2c3d4",
        "$insert_id": "12345678-1234-1234-1234-1234567890ab",
        "$mp_api_endpoint": "api.mixpanel.com",
        "$mp_api_timestamp_ms": 1719730399037,
        "$mp_event_size": 974,
        "$user_id": "your_user_id",
        "entry_reason": "navigation",
        "environment": "PRODUCTION",
        "is_first_step": false,
        "is_last_step": true,
        "locale": "en-US",
        "mp_processing_time_ms": 1719730399143,
        "page_referrer": "",
        "page_title": "",
        "page_url": "https://your-app.example.com/workflow/step/your-step-id",
        "page_url_parameters": {
            "promo": "summer_sale",
            "ref": "newsletter"
        },
        "screen_height": 1440,
        "screen_width": 2560,
        "source": "customer",
        "step_id": "your_step_id",
        "subscriber_attributes": {},
        "time_zone": "your_time_zone",
        "trace_id": "your_trace_id",
        "user_agent": "your_user_agent",
        "utm_campaign": "set if present",
        "utm_content": "set if present",
        "utm_medium": "set if present",
        "utm_source": "set if present",
        "utm_term": "set if present",
        "workflow_id": "your_workflow_id"
    }
}

{
    "event": "rc_workflows_purchase_event",
    "properties": {
        "time": 1719730398,
        "distinct_id": "a1b2c3d4e5f6a1b2c3d4e5f6a1b2c3d4",
        "$insert_id": "12345678-1234-1234-1234-1234567890ab",
        "$mp_api_endpoint": "api.mixpanel.com",
        "$mp_api_timestamp_ms": 1719730399037,
        "$mp_event_size": 974,
        "$user_id": "your_user_id",
        "entry_reason": "navigation",
        "environment": "PRODUCTION",
        "is_first_step": true,
        "is_last_step": false,
        "locale": "en-US",
        "mp_processing_time_ms": 1719730399143,
        "page_referrer": "",
        "page_title": "",
        "page_url": "https://your-app.example.com/workflow/step/your-step-id",
        "page_url_parameters": {
            "promo": "summer_sale",
            "ref": "newsletter"
        },
        "screen_height": 1440,
        "screen_width": 2560,
        "source": "customer",
        "step_id": "your_step_id",
        "subscriber_attributes": {},
        "time_zone": "your_time_zone",
        "trace_id": "your_trace_id",
        "user_agent": "your_user_agent",
        "utm_campaign": "set if present",
        "utm_content": "set if present",
        "utm_medium": "set if present",
        "utm_source": "set if present",
        "utm_term": "set if present",
        "workflow_id": "your_workflow_id"
    }
}

{
    "event": "paywall_impression",
    "properties": {
        "$insert_id": "12345678-1234-1234-1234-1234567890ab",
        "dark_mode": false,
        "display_mode": "full_screen",
        "distinct_id": "your_user_id",
        "environment": "PRODUCTION",
        "locale": "en-US",
        "offering_id": "your_offering_id",
        "paywall_id": "your_paywall_id",
        "paywall_name": "your_paywall_name",
        "platform": "iOS",
        "platform_version": "18.5",
        "sdk_version": "5.62.0",
        "session_id": "your_session_id",
        "subscriber_attributes": {},
        "time": 1719730398,
        "token": "your_mixpanel_token"
    }
}

{
    "event": "paywall_close",
    "properties": {
        "$insert_id": "12345678-1234-1234-1234-1234567890ab",
        "dark_mode": false,
        "display_mode": "full_screen",
        "distinct_id": "your_user_id",
        "environment": "PRODUCTION",
        "locale": "en-US",
        "offering_id": "your_offering_id",
        "paywall_id": "your_paywall_id",
        "paywall_name": "your_paywall_name",
        "platform": "iOS",
        "platform_version": "18.5",
        "sdk_version": "5.62.0",
        "session_id": "your_session_id",
        "subscriber_attributes": {},
        "time": 1719730398,
        "token": "your_mixpanel_token"
    }
}

{
    "event": "paywall_cancel",
    "properties": {
        "$insert_id": "12345678-1234-1234-1234-1234567890ab",
        "dark_mode": false,
        "display_mode": "full_screen",
        "distinct_id": "your_user_id",
        "environment": "PRODUCTION",
        "locale": "en-US",
        "offering_id": "your_offering_id",
        "paywall_id": "your_paywall_id",
        "paywall_name": "your_paywall_name",
        "platform": "iOS",
        "platform_version": "18.5",
        "sdk_version": "5.62.0",
        "session_id": "your_session_id",
        "subscriber_attributes": {},
        "time": 1719730398,
        "token": "your_mixpanel_token"
    }
}

{
    "event": "paywall_exit_offer",
    "properties": {
        "$insert_id": "12345678-1234-1234-1234-1234567890ab",
        "dark_mode": false,
        "display_mode": "full_screen",
        "distinct_id": "your_user_id",
        "environment": "PRODUCTION",
        "locale": "en-US",
        "offering_id": "your_offering_id",
        "paywall_id": "your_paywall_id",
        "paywall_name": "your_paywall_name",
        "platform": "iOS",
        "platform_version": "18.5",
        "sdk_version": "5.62.0",
        "session_id": "your_session_id",
        "subscriber_attributes": {},
        "time": 1719730398,
        "token": "your_mixpanel_token"
    }
}

{
    "event": "paywall_component_interacted",
    "properties": {
        "$insert_id": "12345678-1234-1234-1234-1234567890ab",
        "dark_mode": false,
        "display_mode": "full_screen",
        "distinct_id": "your_user_id",
        "environment": "PRODUCTION",
        "locale": "en-US",
        "offering_id": "your_offering_id",
        "paywall_id": "your_paywall_id",
        "paywall_name": "your_paywall_name",
        "paywall_revision": 1,
        "platform": "iOS",
        "platform_version": "18.5",
        "sdk_version": "5.62.0",
        "session_id": "your_session_id",
        "subscriber_attributes": {},
        "time": 1719730398,
        "token": "your_mixpanel_token",
        "component_type": "package",
        "component_value": "selected",
        "component_name": "annual_pkg",
        "origin_package_id": "monthly",
        "destination_package_id": "annual",
        "origin_product_id": "prod_monthly",
        "destination_product_id": "prod_annual"
    }
}

Subscription Status Attribute

Whenever RevenueCat sends an event to Mixpanel, we'll update the rc_subscription_status user attribute with any applicable changes, using one of the following values:

Status	Description
active	The customer has an active, paid subscription which is set to renew at their next renewal date.
intro	The customer has an active, paid subscription through a paid introductory offer.
cancelled	The customer has a paid subscription which is set to expire at their next renewal date.
grace_period	The customer has a paid subscription which has entered a grace period after failing to renew successfully.
trial	The customer is in a trial period which is set to convert to paid at the end of their trial period.
cancelled_trial	The customer is in a trial period which is set to expire at the end of their trial period.
grace_period_trial	The customer was in a trial period and has now entered a grace period after failing to renew successfully.
expired	The customer's subscription has expired.
promotional	The customer has access to an entitlement through a RevenueCat Granted Entitlement
expired_promotional	The customer previously had access to an entitlement through a RevenueCat Granted Entitlement that has since expired.
paused	The customer has a paid subscription which has been paused and is set to resume at some future date.

For customers with multiple active subscriptions, this attribute will represent the status of only the subscription for which the most recent event occurred.

Please note that since this attribute is set and updated when events are delivered, subscribers with events prior to our release of this attribute (during November 2023) will not have this attribute set until/unless a future event (renewal, cancellation, etc) occurs.

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Integration at a Glance​

Events​

Funnels events​

Paywalls events​

Setup​

1. Set Mixpanel User Identity​

Reserved Mixpanel Customer Attribute​

2. Send RevenueCat Events to Mixpanel​

Sample Events​

Subscription Status Attribute​