Mixpanel Glossary

Active User

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

New User

Someone who was first identified within a specified period.

Dormant User

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

Bounce Rate

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

Alias

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

Autocapture

The ability to capture user behavior automatically without dedicated instrumentation.

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.

SDK (Software Development Kit)

Tools for building and using a software platform.

First-party Cookies

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

Third-party Cookies

Cookies served by external parties.

Annotation

Short text notes applied to data to provide context.

Dashboard

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

Formula

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

Stickiness

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

B2B (Business to Business)

Selling to other businesses rather than individual users.

B2C (Business to Consumer)

Selling to individual customers rather than businesses.

DAU (Daily Active Users)

How many active users you have each day.

MOM (Month-on-Month)

Tracking performance from one month to the next.

NPS (Net Promoter Score)

A metric for understanding customer satisfaction and loyalty.

MQL (Marketing Qualified Lead)

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

Feature Flag

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

MVP (Minimum Viable Product)

The simplest version of something built to test an idea.

Multivariate Test

An A/B test with more than two variants.

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.

Groups

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

Session

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

GDPR

General Data Protection Regulation governing data processing in the EU.

HIPAA

Health Insurance Portability and Accountability Act.

BAA (Business Associate Agreement)

Legal document for handling personal health information.

PII (Personal Identifying Information)

Information that can identify a user.

PHI (Personal Health Information)

Information about an individual’s health.

GTM (Go-to Market)

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

Path

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