Standard Group Analytics

Looking for Hierarchical Groups? If your product has a B2B company → user relationship, see Hierarchical Groups instead.

Standard Group Analytics lets you establish event properties other than distinct_id as identifiers by which to analyze your data. By defining group keys — such as company_id, account_id, project_id, or billing_id — you can count uniques, build funnels, and measure retention at the group level rather than (or alongside) the individual user level.

Overview

By default, Mixpanel counts unique users by distinct_id. Group Analytics lets you count uniques by an alternative identifier — one shared by a set of individuals with different distinct_id values. For example, if five users share the same company_id, a “unique companies” count for an event those five users all performed would return 1, not 5.

Each group key you define is independent. Mixpanel does not assume any relationship between group keys or between groups and users. You can define up to 5 group keys per project, and events can carry values for multiple group keys simultaneously.

Group Profiles

Just as User Profiles store metadata about individual users, Group Profiles store metadata about groups. A group profile is identified by a group_key and group_id pair — for example, the group key company with the group ID acme_corp. Group profile properties (like company name, plan tier, or industry) can be used as filters and breakdowns in reports.

Company Analytics (B2B Key)

Company Analytics is a feature within Standard Group Analytics tailored for B2B SaaS. It introduces the concept of a B2B Company Key — a designated group key that represents “company” in your data model. With a B2B Company Key, you get access to the “Number of users who did…” computed property, which lets you segment companies by the count and quality of their active users. For example: “How many trial accounts have more than two users who completed onboarding?”

Note: Company Analytics and Hierarchical Groups solve similar B2B problems but work very differently. Company Analytics sits on top of Standard Group Analytics and does not enforce a company → user identity relationship. Hierarchical Groups does. See the comparison table for help deciding.

Data Model

Events

For an event to be attributed to a group, the event must include the group key as an event property with the group ID as its value. Without the group key property on the event, Mixpanel cannot attribute that event to a group.

{
  "event": "Purchase",
  "properties": {
    "distinct_id": "user_123",
    "time": 1690000000,
    "company_id": "acme_corp",
    "team_id": "engineering",
    "amount": 99.99
  }
}

In this example, if company_id and team_id are both registered as group keys, this event will be attributed to the acme_corp company group and the engineering team group.

Group Profiles

Group profiles are key-value stores of metadata about a specific group. They are identified by the combination of group_key and group_id.

{
  "$group_key": "company_id",
  "$group_id": "acme_corp",
  "$set": {
    "$name": "Acme Corporation",
    "plan": "enterprise",
    "industry": "Technology",
    "employee_count": 500
  }
}

Identity

Standard Group Analytics does not change how distinct_id or user identity works. Users are still identified by distinct_id as normal. Group keys provide an additional, independent axis for counting uniques — they do not replace or modify user identity.

Implementation

Step 1: Define Group Keys in Project Settings

Before sending group data, register your group keys in Project Settings → Group Keys. You can register up to 5 group keys per project. Each group key corresponds to an event property name (e.g., company_id).

Step 2: Send Events with Group Key Properties

Ensure that every event you want attributed to a group includes the group key as an event property. You can do this in two ways:

Option A: Set the group on the user (SDK)

Calling set_group() registers the group key as a super property on the user, so it is automatically attached to all subsequent events.

JavaScript:

// Register the current user to the "acme_corp" company group.
// All future events from this user will include company_id = "acme_corp".
mixpanel.set_group("company_id", "acme_corp");

Python:

# No SDK-level super property for server-side.
# Include the group key directly in event properties (see Option B).

Option B: Include the group key directly on events

For server-side tracking or when you want selective attribution, include the group key property on individual events.

{
  "event": "Invoice Paid",
  "properties": {
    "distinct_id": "user_456",
    "time": 1690000000,
    "company_id": "acme_corp",
    "amount": 2500
  }
}

Step 3: Create Group Profiles

Group profiles are optional but recommended — they let you filter and break down reports by group-level metadata (e.g., company plan, industry).

JavaScript:

// Set properties on the "acme_corp" company group profile
mixpanel.get_group("company_id", "acme_corp").set({
  "$name": "Acme Corporation",
  "plan": "enterprise",
  "industry": "Technology"
});

Python:

from mixpanel import Mixpanel
 
mp = Mixpanel("YOUR_PROJECT_TOKEN")
 
mp.group_set("company_id", "acme_corp", {
    "$name": "Acme Corporation",
    "plan": "enterprise",
    "industry": "Technology"
})

HTTP API:

curl https://api.mixpanel.com/groups \
  --header 'Content-Type: application/json' \
  --data '[
    {
      "$token": "YOUR_PROJECT_TOKEN",
      "$group_key": "company_id",
      "$group_id": "acme_corp",
      "$set": {
        "$name": "Acme Corporation",
        "plan": "enterprise"
      }
    }
  ]'

Step 4: Set Up a B2B Company Key (optional)

If one of your group keys represents “company” and you want access to the “Number of users who did…” computed property, designate that group key as your B2B Company Key in Project Settings → Group Keys.

Warehouse Connector Implementation

When importing data through a Warehouse Connector:

Events: Map your group key columns in the “Map Columns” step. Ensure the column names match the group keys registered in Project Settings.

Group Profiles: Select “Group Table” as the source type. Set the “Group Key” to the group key you want to populate (e.g., company_id), and set the “Group ID” to the column that contains the unique identifier for each group.

Analysis

Once group keys are configured and events are flowing with group key properties:

In Insights, Funnels, Retention, and Flows, use the metric selector to switch from counting by “Unique Users” to counting by your group (e.g., “Unique Companies”).
You can mix metrics in a single Insights report — for example, one metric counting unique users and another counting unique companies.
Group profile properties are available as filters and breakdowns when analyzing by the corresponding group.
User profile properties are available when analyzing by users, but not when analyzing by groups.

FAQ

Does Mixpanel backfill historical events to groups? No. Mixpanel attributes events to groups only from the date the group key was registered in Project Settings. Historical events that contain the group key as a property but were sent before the group key was configured will not be retroactively attributed.

Can I use group profile properties when analyzing by users? Yes. Group properties are available as filters and breakdowns when analyzing by users. The reverse is not true — user properties are not available when analyzing by groups.

How do I export group profiles? Use the Engage API endpoint with the data_group_id parameter.

What’s the difference between Group Analytics and Lookup Tables? Both augment events with metadata, but Group Analytics also indexes your events by the group key. This means you can do funnels, retention, and unique counts by the group key. Lookup Tables only support filtering and breakdowns — they do not support unique counting or sequential analysis by the join key.

Hierarchical Groups Lookup Tables

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