How are unique vs. total users calculated?

Mixpanel’s Segmentation and Insights reports allow you look at your data in terms of totals, uniques, and averages:

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The Formulas report allows you to use either totals or uniques, while Funnels and Retention by default use uniques.

Total

Totals in Segmentation and Insights will count each time an event is fired. In other words, if one person has fired an event 50 times, that will count as 50 when looking at Total.

Unique

Each data point sent to Mixpanel has a distinct_id. The distinct_id is the unique identifier for the user that fired that event. When looking at uniques, Mixpanel counts how many distinct_ids have fired that event.

Read more about Distinct IDs and how they're used throughout Mixpanel.

When comparing data from a Funnel report to a Segmentation report, you will want to use the unique count for an apples-to-apples comparison since Funnel reports always use uniques.

Average

Selecting Average in the Segmentation dropdown will simply take total events fired divided by unique to calculate the average number of events fired per distinct_id.

Selecting Average in the dropdown in the Insights report will allow you to see the average number of times an event was fired over a specific timeframe. So the average number of times a unique user triggered event X.

Practical example

User with distinct_id 123 fired Event A 50 times on June 2, 2016. User with distinct_id 456 fired Event A 100 times on June 2, 2016. User with distinct_id 789 fired Event A 300 times on June 2, 2016.

In Segmentation, you’d see the following values in this example when looking at Event A on June 2, 2016:

Total: 450

Unique: 3

Average: 150