📊 Getting Started with Mixpanel via GTM
Let’s get a bit more technical today.
In the last issue, we discussed connecting your website to Google Analytics 4 using Google Tag Manager (GTM). If you missed it, here’s the link to catch up. We’re building on that same setup here.
This time, we’re talking Mixpanel, something a few of you specifically asked about. I’ll take it from the top in this issue: how to set it up using GTM. Then, subsequently, I’ll move into how to start tracking events (especially conversion-related ones), and some tips I’ve picked up along the way
What is Mixpanel?
Mixpanel helps you see how people interact with your website, what pages they visit, what buttons they click, where they drop off, and so on.
It’s helpful if you're trying to understand what’s working and what’s not, especially across your funnel. Unlike GA4, it’s more focused on users and actions, which is gold when optimizing for signups, leads, or purchases.
Good data helps you stop guessing.
Mixpanel gives you clear visibility into how people move through your site, what draws them in, where they hesitate, and when they convert. That kind of insight helps you focus your energy on the parts of your funnel that move the needle.
So if you care about how marketing drives action (and I know you do), Mixpanel is worth learning.
This guide shows you how to set it up through GTM;
🧭 Step-by-Step Setup
Step 1: Create Your Mixpanel Project
To begin, head over to mixpanel.com and log in to your account. If you don’t have one yet, you can quickly create one for free.
Once you're in, click on Create Project and give your project a name you’ll easily recognize, such as My Website.
Next, go to Settings in the left sidebar. Inside the Project Settings section, copy your Project Token.
Step 2: Add Mixpanel to GTM
Now go to Google Tag Manager and open the GTM container connected to your website.
In the left-hand menu, click on Templates. Under Tag Templates, click New.
In the top-right corner, click Search Gallery.
Search for “Mixpanel” and when it appears, click Add to Workspace.
This installs the official Mixpanel tag into your container, giving you a clean setup without having to paste raw scripts.
Step 3: Set Up the Init Tag
In GTM, go to Tags and click New to create a new tag.
Click on Tag Configuration and select Mixpanel.
For Tag Type, choose init.
Paste in your Project Token.
Leave the Initialization Options as default.
Under Triggering, choose
Initialization – All Pagesto ensure the tag runs on every page of your site.Under Autocapture Mode, click enabled.
Give the tag a name and click Save.
Step 4: Publish and Confirm Everything is Working
In GTM, click Submit, name your version something like Mixpanel Init, and click Publish to push it live.
Next, click Preview, enter your website’s URL, and open your site in a new tab.
In the Tag Assistant panel, look for Mixpanel Init under Tags Fired.
If you see it there, your setup is working, and your site is now connected to Mixpanel.