# Mixpanel — Web Analytics

Mixpanel by Mixpanel, Inc. holds a panel rating of 2.5/5 from 6 AI judges (category median 2.5/5), as of 2026-10-30. Provenance: Rest of world; sovereignty: not determined.

- Vendor: Mixpanel, Inc. (https://mixpanel.com/home/)
- Category: [Web Analytics](https://whats-best.ai/software/web-analytics.md)
- Provenance (editorial classification): Rest of world
- Canonical page: https://whats-best.ai/software/web-analytics/mixpanel
- Alternatives: https://whats-best.ai/software/web-analytics/mixpanel/alternatives ([markdown](https://whats-best.ai/software/web-analytics/mixpanel/alternatives.md))
- Data as of: 2026-11-04 · evaluated 2026-10-30 · oldest source captured 2026-10-29

**AI-generated.** Every score, rationale and verdict here is written by a panel of AI judges from public evidence — an analysis, not a hands-on test. Every fact quotes the vendor page it was read from. No score can be bought. How scores are made: https://whats-best.ai/methodology

## At a glance

- Vendor: Mixpanel, Inc.
- Headquarters: Not stated on the vendor’s pages as of 1 Nov 2026
- Data hosting: Not stated on the vendor’s pages as of 1 Nov 2026
- Free plan: Yes, per the vendor’s own page [S5]

## The panel's verdict

Mixpanel is an event-based product and web analytics platform from Mixpanel, Inc., of San Francisco; persona-weighted totals ranged from 4.9 to 6.2. Its strongest criterion is data ownership, scoring 7-8: export, query, ingestion and pipelines APIs with dedicated EU endpoints, warehouse connectors including Snowflake, events ingested without sampling, and termination terms of 30-day data availability before destruction with a certificate of destruction on request. The weakest criteria are consent and privacy and pricing transparency: we found no public information on a cookieless or consent-free mode, on how visitors are identified, or on IP truncation, and the only stated price is the free tier, with Growth listed as "Starts at $0" and we found no public Enterprise price. The genuine split is conversions and events, spanning 4-7: judges who weighed documented funnels, property breakdowns and retention scored it high, while those needing e-commerce revenue tracking, attribution or shop-system plugins found no public information. Traffic reporting scored 5-7, implementation 4-6, sovereignty 5-6 on an opt-in EU program over US-default storage.

**Speaks for it:**
- Data ownership scored 7-8, the bench's strongest band, on export, query, ingestion and pipelines APIs with dedicated EU endpoints and warehouse connectors including Snowflake.
- All events are ingested without sampling, with query-time sampling confined to Enterprise projects above two billion monthly events.
- Personal information is made available for 30 days after termination, then destroyed, with a certificate of destruction available.
- Funnels, Flows and Retention reports break down by event property or cohort, with conversion rate among the documented measurements.
- The free tier is published with precise limits: unlimited seats, up to 1M events per month and 10K session replays.

**Held against it:**
- Consent and privacy scored 3-4, and we found no public information on a cookieless or consent-free mode, on how visitors are identified, or on IP truncation.
- The privacy statement reserves the right to use and disclose de-identified data for any purpose.
- Growth (up to 20M events per month) is priced only as "Starts at $0", and we found no public Enterprise price, so an annual cost cannot be computed.
- We found no public information on e-commerce tracking of orders, revenue and products, on attribution models, or on conversions sent back to Google Ads or Meta.
- Storage defaults to US servers on Google Cloud Platform, and the documentation states ingestion through a customer data platform cannot be guaranteed to stay within the EU.

**Best for:**
- You build analysis around custom events and properties and want documented funnels, cohorts and retention with raw export into your own warehouse.
- You want to start on the published free tier — unlimited seats, up to 1M events per month, 10K session replays — before committing spend.
- You can select EU residency at project creation, point your SDKs at the EU server, and run your own consent banner.

**Avoid if:**
- You must compute a defensible annual cost from public pages — ask the vendor: the public pages we read do not show it
- You need analytics that runs without a consent banner: default collection captures city, region and country per event, and the privacy statement reserves de-identified data use.
- Your data flows through a customer data platform and EU-only processing is required: the documentation states such ingestion cannot be guaranteed to stay within the EU.
- You need a European chain end to end: the contracting entity is Mixpanel, Inc. of San Francisco and storage defaults to US servers on Google Cloud Platform.

## Scores by judge and criterion

Scores out of 5, each judge scoring independently against the published rubric (v1). "n/r" = not rated: the vendor publishes no price, or the judge found no public information on that criterion.

| Criterion | The E-Commerce Marketing Lead | The Data Protection Officer | The Agency Developer | The Growth Analyst | The Public-Sector Site Owner | The Skeptic |
| --- | --- | --- | --- | --- | --- | --- |
| Traffic, sources & campaign reports | 3/5 | 3/5 | 3/5 | 3/5 | 3.5/5 | 2.5/5 |
| Goals, events, funnels & e-commerce | 2.5/5 | 3/5 | 3/5 | 3.5/5 | 3/5 | 2/5 |
| Consent-free operation & data minimisation | 1.5/5 | 2/5 | 2/5 | 2/5 | 1.5/5 | 1.5/5 |
| Data access, export & self-hosting | 3.5/5 | 3.5/5 | 3.5/5 | 4/5 | 3.5/5 | 3.5/5 |
| Installation, integrations & performance | 2/5 | 2.5/5 | 2/5 | 3/5 | 3/5 | 2/5 |
| European sovereignty | 2.5/5 | 2.5/5 | 3/5 | 3/5 | 2.5/5 | 3/5 |
| Pricing transparency | 2/5 | 1.5/5 | 2/5 | 2/5 | 2/5 | 2/5 |
| **Weighted verdict** | **2.5/5** | **2.5/5** | **2.5/5** | **3/5** | **2.5/5** | **2.5/5** |

### The judges

- **The E-Commerce Marketing Lead** (v1.0): Runs marketing for a Shopware shop selling outdoor gear in Germany and Austria, with a monthly ad budget split between Google, Meta and two price comparison sites. Since the consent banner went live, a third of the orders no longer show a source. Wants revenue per campaign that matches the shop backend, a checkout funnel that shows where carts are left, conversions sent back to the ad platforms, and numbers that hold without a click on "accept".
- **The Data Protection Officer** (v1.0): External data protection officer for eleven mid-sized companies, three of which still ran Universal Analytics when the Austrian authority ruled on it. Reads the data policy before the feature page: which fields are stored, how a visitor is counted without a cookie, whether the IP address is cut before it is written, who the subprocessors are and where. Signs off a site without a banner only when the vendor states its reading of §25 TDDDG in writing.
- **The Agency Developer** (v1.0): Lead developer at a twelve-person web agency that runs forty client sites on WordPress and TYPO3 and a few Shopify shops. Installs the analytics once per site and answers for it for years. Wants a small script or server-side collection, a plugin per CMS, an own tracking domain so ad blockers do not cut the numbers in half, client accounts with their own logins, and a price that does not jump when one client goes viral.
- **The Growth Analyst** (v1.0): Product and growth analyst at a B2B SaaS in Munich with a marketing site, a web app and a mobile app. Needs signups traced from the first campaign click to the first paid invoice, funnels and cohorts on custom events, and the raw events in the company's warehouse every night. Has moved tracking twice and knows that a tool without a raw export means starting the history again from zero.
- **The Public-Sector Site Owner** (v1.0): Web editor for a district administration whose site serves 400,000 residents, from vehicle registration to daycare places. The state data protection authority publishes guidance on analytics, and the council will not show a cookie banner on a public service. Needs to know which pages people search for and where forms are abandoned, with data that stays in Germany or on the municipal data centre's own servers, and a contract the procurement office can sign.
- **The Skeptic** (v1.0): Has seen "no cookie banner needed" on a tool that fingerprints every visitor, "EU-hosted" on a proxy in front of a US data store, and "unlimited" data history that ends with the subscription. Reads that a product is "GDPR-compliant" and asks which ruling the vendor means, what is stored per visit, whether the history can be exported in a format another tool imports — and what leaving would cost.

## European sovereignty — proven facts

Built only from facts on the vendor's own pages; a dimension we could not prove is left open, never scored as zero. Headline: not determined.

| Dimension | Finding | Points | Source |
|---|---|---|---|
| Legal entity | Not determined | — | — |
| Hosting location | Not determined | — | — |
| Hosting options | Not determined | — | — |
| Open source | Not determined | — | — |
| Data processing agreement | Not determined | — | — |
| Transfer impact assessment | Not determined | — | — |

## Key facts

Each fact is the vendor's own statement, cited to the source page it was read from ([S*n*] → Sources).

**Compliance**
- Audit rights: once per calendar year · yes · yes [S7]
- Breach notification: without undue delay [S7]
- CCPA: yes [S7]
- CCPA no sale: yes [S7]
- Children minimum age: 13 [S6]
- Data subject rights: yes · yes [S7]
- Deidentified data: reserves right to use and disclose de-identified data for any purpose where permitted [S6]
- Dnt honored: yes [S6]
- DPA law enforcement notice: yes · yes [S7]
- DPA panel cooperation: EU DPAs · UK ICO · Swiss FDPIC [S6]
- DPA roles: mixpanel · customer [S7]
- Dpf arbitration: yes [S6]
- Dpf certification: EU-U.S. Data Privacy Framework · UK Extension · Swiss-U.S. Data Privacy Framework · yes [S6]
- Dpf certification: yes · yes · yes [S7]
- Frameworks referenced: GDPR · CCPA [S9]
- Ftc enforcement: subject to FTC regulatory enforcement powers [S6]
- GDPR assistance: 32 to 36 · yes [S7]
- Gpc honored: yes [S6]
- HIPAA baa: yes [S7]
- No CCPA sale: no [S6]
- No infrastructure access during audit: no [S7]
- Notices contact: compliance@mixpanel.com [S7]
- Pia assistance: yes · yes [S7]
- Precedence: Order Form · DPA · Agreement [S7]
- Profiling: builds individual profiles using third-party tools, updated in real time [S6]
- Scc supersedes audit: yes [S7]
- Sccs: EU Standard Contractual Clauses offered to customers in EU, UK and Switzerland [S6]
- Sccs dispute venue: Ireland · option 1 [S7]
- Security safeguards: administrative, technical, and physical safeguards [S6]
- Sensitive personal info: does not use or disclose sensitive personal information for purposes residents may limit [S6]
- Sensitive personal info: no [S7]
- SSO internal access: yes · yes [S7]

**Data**
- Access correction deletion: Account Settings · compliance@mixpanel.com · yes [S6]
- CSV export limits: 10000 · 50000 [S10]
- Export view users CSV: yes [S10]
- Portability: yes [S6]
- Processing duration: 90 [S7]
- Retention criteria: retained as long as necessary for provision, legal obligations, disputes, agreements [S6]
- Retention post termination: 30 · yes [S7]

**Hosting**
- Cloud provider: Google [S8]
- Data centers: United States · European Union [S6]
- Default region: US · Google Cloud Platform [S9]
- EU endpoint migration deadline: July 2026 · August 18, 2025 [S9]
- EU export endpoint: data-eu.mixpanel.com/api/2.0/export · Raw Data Export · data.mixpanel.com/api/2.0/export [S9]
- EU ingestion endpoint: api-eu.mixpanel.com · Ingestion · api.mixpanel.com [S9]
- EU lexicon endpoint: eu.mixpanel.com/api/app/projects · Lexicon Schemas · mixpanel.com/api/app/projects [S9]
- EU pipelines endpoint: data-eu.mixpanel.com/api/2.0/nessie · Data Pipelines · data.mixpanel.com/api/2.0/nessie [S9]
- EU query endpoint: eu.mixpanel.com/api · Query · mixpanel.com/api [S9]
- EU residency option: EU Data Residency Program · yes [S9]
- Locations: if purchased · US · US · EU · India [S7]

**Integrations**
- Become a partner requirements: published public-facing documentation and a detailed setup guide [S4]
- Cdp EU limitation: CDP ingestion cannot be guaranteed to stay within EU [S9]
- Count: 100 [S3]
- Marketing tools count: 100 [S2]
- Partner ab tasty: AB Tasty · A / B Testing / Experimentation [S4]
- Partner appcues: Appcues · Onboarding / Walkthrough [S4]
- Partner categories: A / B Testing / Experimentation · Advertising · Attribution / Deep Linking · Business Intelligence · CRM · Chat · Collaboration · Customer Data Platform · Customer Success · Dashboarding · Data Migration · Data Pipeline · Data Privacy / Co… [S4]
- Partner custify: Custify · Customer Success [S4]
- Partner figma: Figma [S4]
- Partner forest admin: Forest Admin [S4]
- Partner hubspot: HubSpot · CRM [S4]
- Partner kochava: Kochava · Advertising [S4]
- Partner product fruits: Product Fruits · Onboarding / Walkthrough [S4]
- Partner program: yes [S4]
- Partner snowflake: Snowflake · Data Warehouse [S4]
- Partner statsig: Statsig · Feature Flagging [S4]
- Partner suprstack: SuprStack Inc · no [S4]
- Partner survicate: Survicate · Surveys [S4]
- Partner userguiding: UserGuiding · Onboarding / Walkthrough [S4]
- Partner zoho: Zoho [S4]
- Sdk EU config: SDKs require setting server location to EU at initialization [S9]
- Survicate features: Survey responses as Mixpanel events and user properties · Behavior-triggered in-product surveys · Cohort building from satisfaction data · AI-powered analysis and automatic categorization · 400+ survey templates with advanced targeting · M… [S4]
- Third party cookies: third-party cookies from AdRoll, AdScale, AppNexus, BidSwitch, Bing, Bizible, Casale Media, DoubleClick, Facebook, G2, Google Analytics, Google Tag Manager, LinkedIn, Loom, Marketo, Microsoft, PubMatic, Reddit, Rubicon, Segment, Shopify, S… [S6]
- Warehouse connectors: yes [S2]

**Legal**
- Data processing role: processor on behalf of customers [S6]
- DPA last updated: 2026-06-02 [S7]
- Entity: Mixpanel, Inc. [S6]
- EU representative: MIXPANEL S.L. · Avenida Diagonal, 442 - P. 3 PTA. 1 08037, Barcelona, Spain [S6]
- France post death instructions: yes [S6]
- Privacy contact email: compliance@mixpanel.com [S6]
- Security contact email: security@mixpanel.com [S6]
- Statement last updated: 2026-08-21 [S6]
- Supervisory complaint: yes [S6]
- Transparency report: yes [S6]
- UK representative: MIXPANEL UK LIMITED. · 71-75 Shelton Street, Covent Garden, London, United Kingdom, WC2H 9JQ [S6]

**Pricing**
- Enterprise includes: unlimited · custom · 1T [S5]
- Free includes: unlimited · 1000 · 1000000 · 10 · 10000 [S5]
- Free plan: free forever · usd · 0 [S5]
- Free plan report limit: unlimited · 5 [S10]
- Free tier: yes [S1]
- Growth includes: 5 · 5000 · 50 · 20000000 · 500000 [S5]
- Growth start price: volume discounts available · usd · 0 [S5]
- Startup program: yes [S3]
- Startup program: 8000000 · yes · 5 · yes [S5]

**Product**
- Access controls: yes · yes [S8]
- AI agents: AI agents that continuously monitor product and surface insights [S1]
- AI features: Mixpanel AI · Mixpanel Agent · Mixpanel Headless · Agent Intelligence · Mixpanel MCP · AI Data Governance [S3]
- AI governance: Context Engine · Verified Mode [S1]
- AI modules: Mixpanel AI · Mixpanel Agent · Mixpanel Headless · Agent Intelligence · Mixpanel MCP · AI Data Governance [S2]
- All plans include: Mixpanel AI, Analytics, Session Replay, Heatmaps, Experiments, Feature Flags [S5]
- Breakdowns: properties or cohorts, not both simultaneously · yes [S10]
- Business sizes: Enterprise · Small & Midsize · Startup Program [S2]
- Cache refresh: yes [S10]
- Code review: yes · yes [S8]
- Cohorts: Precise segmentation and cohort analysis [S3]
- Compare competitors listed: Amplitude · Heap · Pendo · Google Analytics · PostHog · Fullstory · Adobe Analytics · Statsig [S2]
- Comparisons: yes · yes · yes [S10]
- Conversion rate page optimization: per-page conversion rate and campaign ROI insights [S2]
- Customer mau increase: 19 [S3]
- Customer retention increase: 18 [S3]
- Customers conversion uplift claim: 12 [S2]
- Data connectors: yes [S3]
- Data residency setting location: Data storage location visible under Project Settings > Data Residency [S9]
- Date range default: Last 30 days · yes [S10]
- Default properties collected: Events, City, Region, Country code, Geo Source, API endpoint, API timestamp, Time zone, Time processed (UTC), User property update timestamp, Browser, Browser version, Device, Current URL [S7]
- EU ingestion no data unless endpoint: No data ingested into EU project unless implementation sends to EU Ingestion URL [S9]
- EU project creation: Enable EU residency by selecting the option at project creation and using the EU subdomain for API calls [S9]
- EU project URL indicator: eu.mixpanel.com · mixpanel.com [S9]
- EU SSO support: IdP-initiated SSO can direct to eu.mixpanel.com by prepending eu. to postback URL [S9]
- Event tracking engineering: Detailed event tracking for engineering teams [S3]
- Find interesting segments: not available for Frequency Retention; user properties not yet supported · segment analysis · time comparison · email · yes [S10]
- First time filter: yes [S10]
- Funnels retention: Funnel analysis to find drop-off points and boost conversion and retention [S3]
- GDPR tools: yes · yes · yes [S8]
- Global filters: yes [S10]
- Industries served: Finance · Media & Entertainment · B2B SaaS · Ecommerce · Healthcare [S2]
- Inline filters: yes [S10]
- Integration collections: Cohorts out of Mixpanel · Events into Mixpanel · Events out of Mixpanel · Formatted for Experiments Report · Schemas Synch · Support of Mixpanel's EU Servers · Supported Partner [S4]
- Journey dropoff analysis: user journey drop-off identification [S2]
- Lawful request notice: yes [S6]
- Measurements: total events · unique users · total sessions · conversion rate · retention rate · aggregate property [S10]
- Minute level granularity: yes [S10]
- Modules: Mixpanel AI · Analytics · Session Replay · Experiments · Metric Trees [S1]
- Monitoring: application servers · infrastructure · network environment [S8]
- Platform modules: Product Analytics · Web Analytics · Mobile Analytics · Experiments · Metric Trees · Session Replay · Security & Privacy [S2]
- Prior DPA versions: DPA Prior to June 2026 · DPA Prior to September 2024 · Prior CDPA addendum [S7]
- Query result caching: up to 1 hour · up to 12 hours · up to 7 days · up to 1 day · up to 14 days · up to 2 days · up to 3 days [S10]
- Query sampling no ingestion sampling: yes · yes [S10]
- Query time sampling: Enterprise · projects with over 2 billion monthly events · 10 [S10]
- Real time self serve: Real-time, self-serve access to user behavior and trends [S3]
- Report types: Insights, Funnels, Flows, Retention and other advanced reports [S10]

**Subprocessors**
- List URL: https://mixpanel.com/legal/subprocessor-list [S7]
- Notice period: 30 [S7]
- Objection: 30 · compliance@mixpanel.com [S7]

**Support**
- Resources offerings: Docs & Guides · Mixpanel University · Contact Support · Troubleshooting FAQs [S2]
- Trial entry points: yes · yes [S2]

16 more facts on the canonical page: https://whats-best.ai/software/web-analytics/mixpanel

## Questions

### Is Mixpanel European?

No. whats-best.ai classifies Mixpanel as Rest of world.

### Where does Mixpanel store data?

Not stated on the vendor’s pages as of 1 Nov 2026.

### Does Mixpanel have a free plan?

Yes. Mixpanel has a free plan, per [the vendor’s page captured 29 Oct 2026](https://whats-best.ai/evidence/12257).

### What are the best alternatives to Mixpanel?

As of 4 Nov 2026, the panel rates [Matomo (4/5)](https://whats-best.ai/software/web-analytics/matomo), [Piwik PRO Analytics Suite (3.5/5)](https://whats-best.ai/software/web-analytics/piwik-pro) and [Pirsch Analytics (3.5/5)](https://whats-best.ai/software/web-analytics/pirsch) highest among the other 17 Web Analytics products evaluated. Ratings that look equal are rounded to half stars; the order uses the unrounded rating, then the name. The highest-rated European alternative is [Piwik PRO Analytics Suite](https://whats-best.ai/software/web-analytics/piwik-pro) (EU-Made). Ratings are the AI panel’s opinion, formed from public evidence: [how scores are made](https://whats-best.ai/methodology#ordering). The full list, with European products first: [Mixpanel alternatives](https://whats-best.ai/software/web-analytics/mixpanel/alternatives).

## What this page leaves out

- 24 product facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 14 compliance facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 12 integrations facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 9 support facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 8 pricing facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material.
- 1 hosting fact could not be confirmed on the vendor’s page as captured and was left out of this page and of the panel’s material.
- 1 legal fact could not be confirmed on the vendor’s page as captured and was left out of this page and of the panel’s material.
- 3 sovereignty dimensions could not be confirmed on the vendor’s own pages and are shown as unknown.
- 6 of the readings below were written against an earlier fact sheet — a fact has been corrected, added or pulled since. Until the panel next runs on this product you are reading the older judgement.

## Sources

- [S1] Vendor homepage: https://mixpanel.com/home/ (checked 2026-10-29)
- [S2] Features page (web analytics): https://mixpanel.com/platform/web-analytics/ (checked 2026-10-29)
- [S3] Features page (product analytics): https://mixpanel.com/platform/product-analytics/ (checked 2026-10-29)
- [S4] Integrations page: https://mixpanel.com/partners/integrations (checked 2026-10-29)
- [S5] Pricing page: https://mixpanel.com/pricing/ (checked 2026-10-29)
- [S6] Privacy policy: https://mixpanel.com/legal/privacy-policy/ (checked 2026-10-29)
- [S7] Data processing agreement (dpa): https://mixpanel.com/legal/dpa/ (checked 2026-10-29)
- [S8] Security / trust page: https://mixpanel.com/legal/security-overview/ (checked 2026-10-29)
- [S9] Documentation (EU data residency): https://docs.mixpanel.com/docs/privacy/eu-residency (checked 2026-10-29)
- [S10] Traffic, sources & campaign reports — found from sitemap: https://docs.mixpanel.com/docs/reports (checked 2026-10-29)
- [S11] Traffic, sources & campaign reports — found from sitemap: https://docs.mixpanel.com/docs/tracking-best-practices/traffic-attribution (checked 2026-11-01)
- [S12] Goals, events, funnels & e-commerce — found from sitemap: https://docs.mixpanel.com/reference/funnels-query (checked 2026-11-01)
- [S13] Goals, events, funnels & e-commerce — found from sitemap: https://docs.mixpanel.com/reference/retention-query (checked 2026-11-01)
- [S14] Consent-free operation & data minimisation — found from sitemap: https://docs.mixpanel.com/docs/privacy/gdpr-compliance (checked 2026-11-01)
- [S15] Consent-free operation & data minimisation — found from sitemap: https://docs.mixpanel.com/docs/privacy/protecting-user-data (checked 2026-11-01)
- [S16] Data access, export & self-hosting — found from sitemap: https://docs.mixpanel.com/reference/raw-data-export-api (checked 2026-11-01)
- [S17] Data access, export & self-hosting — found from sitemap: https://docs.mixpanel.com/reference/raw-event-export (checked 2026-11-01)
- [S18] Installation, integrations & performance — found from sitemap: https://docs.mixpanel.com/docs/quickstart/install-mixpanel (checked 2026-11-01)
- [S19] Installation, integrations & performance — found from sitemap: https://docs.mixpanel.com/docs/tracking-best-practices/server-side-best-practices (checked 2026-11-01)

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Cite as: whats-best.ai, "Mixpanel — Web Analytics", AI panel analysis, as of 2026-11-04. https://whats-best.ai/software/web-analytics/mixpanel

Corrections: https://whats-best.ai/correct/1148?target=page