What kind of data does Mixpanel capture for messages sent and messages opened?

Certain types of Mixpanel messages will automatically send Message Sent and Message Open events, as well as properties with those events, so you can analyze the effectiveness of your communication within the rest of your Engagement reports. You can analyze these events either in Segmentation or Insights by selecting Message Sent or Message Open from the dropdown. You can also analyze these events from the Analytics button within your Messages tab:

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What types of messages automatically send events?

  • Email: Message Sent and Message Opened

    Message Sent is logged the moment the email is sent from Mixpanel's mailing server. Message Opened is logged when an email is opened on a customer's mail client

  • Push: Message Sent, $campaign_received, $app_open

    Message Sent is logged when the push notification is handed off from Mixpanel to APNs/GCM. $campaign_received is logged when an iOS push notification is delivered to a user who already has the application opened. $app_open is logged when a user opens the application from the corresponding push notification

  • In-app: Message Sent, Message Opened

    Message Sent is logged when an in-app message is displayed to the user. Message Opened is logged when the user clicks on the message.

  • SMS: Message Sent

    Message Sent is logged when the SMS message is delivered from Mixpanel's text server.

  • Surveys: Show Survey (For historical use only - Mixpanel Mobile Surveys were deprecated in March 2017 and are no longer supported)

Message Sent event name and properties

  • Event name: Message Sent
  • Event properties:
    • distinct_id
    • time
    • delivery_id
    • sent_to (i.e. the email address, push token, or phone number the message was sent to)*
    • Message (i.e. Message name)
    • Variant (i.e. the variant information)
    • Message Type (e.g. 'email' or 'in-app')

Raw data export names

  • Event name: $campaign_delivery
  • Event properties:
    • distinct_id
    • time
    • delivery_id
    • sent_to (i.e. the email address, push token, or phone number the message was sent to)*
    • campaign_id (i.e. Message name)
    • message_id (i.e., the variant information)
    • message_type (e.g. 'email' or 'in-app')

Message Open raw event name and properties

  • Event name: Message Opened
  • Event properties:
    • distinct_id
    • time
    • delivery_id
    • Message (i.e. Message name)
    • Variant (i.e. the variant information)
    • Message Type (e.g. 'email' or 'in-app')

Raw data export names

  • Event name: $campaign_open
  • Event properties:
    • distinct_id
    • time
    • delivery_id
    • campaign_id (i.e. Message name)
    • message_id (i.e., the variant information)
    • message_type (e.g. 'email' or 'in-app'

Related Topic: Here.

More on Push Open Events

$app_open: This event is triggered if the user opens the application from a push notification. This allows us to track the open rate of push notifications. By default, the $app_open event does not automatically trigger on every app open, though you can certainly add custom code to ensure this behavior. Read more about tracking app open events.

$campaign_received: This event is triggered when a user is in the app and the push notification displays as a banner.

*sent_to is only included on "Message Sent" events fired after 10/17/2017