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DylanBaker/dbt_mixpanel

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Mixpanel

This package models Mixpanel data from Fivetran's connector. It uses data in the format described by this ERD.

This package enables you to better understand user activity and retention through your event data. This dbt package

  • De-duplicatates events
  • Pivots out custom event properties from JSONs into an enriched events table
  • Creates a daily timeline of each type of event, complete with trailing and daily metrics of user activity and retention
  • Creates a monthly timeline of each type of event, complete with metrics about user activity, retention, and churn

Models

This package contains transformation models. The primary outputs of this package are described below. Intermediate models are used to create these output models.

model description
mixpanel_event Each record represents a de-duplicated Mixpanel event. This includes the default event properties collected by Mixpanel, along with any declared custom columns and event-specific properties.
mixpanel_daily_events Each record represents a day's activity for a type of event, as reflected in user metrics. These include the number of new, repeat, and returning/resurrecting users, as well as trailing 7-day and 28-day unique users.
mixpanel_monthly_events Each record represents a month of activity for a type of event, as reflected in user metrics. These include the number of new, repeat, returning/resurrecting, and churned users, as well as the total active monthly users (regardless of event type).
mixpanel_sessions Each record represents a unique user session, including metrics reflecting the actions taken during the session.

Macros

analyze_funnel

You can use the analyze_funnel(event_funnel, group_by_column, conversion_criteria) macro to produce a funnel between a given list of event types.

It returns the following:

  • The number of events and users at each step
  • The overall user and event conversion % between the top of the funnel and each step
  • The relative user and event conversion % between subsequent steps

    Note: The relative order of the steps is determined by their event volume, not the order in which they are input.

The macro takes the following as arguments:

  • event_funnel: List of event types (not case sensitive). Example input: '['play_song', 'stop_song', 'exit']
  • group_by_column: (Optional) A column by which you want to segment the funnel (this macro pulls data from the mixpanel_event model). The default value is None.
  • conversion_criteria: (Optional) A WHERE clause that will be applied when selecting from mixpanel_event. Example: To limit all events in the funnel to the United States, you'd provide conversion_criteria = 'country_code = "US"'. To limit the events to only song play events to the US, you'd input conversion_criteria = 'country_code = "US"' OR event_type != 'play_song'.

Installation Instructions

Check dbt Hub for the latest installation instructions, or read the dbt docs for more information on installing packages.

Configuration

By default, this package looks for your Mixpanel data in the mixpanel schema of your target database. If this is not where your Mixpanel data is, add the following configuration to your dbt_project.yml file:

# dbt_project.yml

...
config-version: 2

vars:
  mixpanel:
    mixpanel_database: your_database_name
    mixpanel_schema: your_schema_name

Custom Columns

By default, this package selects the default columns collected by Mixpanel. However, you likely have custom properties or columns that you'd like to include in the mixpanel_event model.

If there are properties in the mixpanel.event.properties JSON blob that you'd like to pivot out into columns, add the following variable to your dbt_project.yml file:

# dbt_project.yml

...
config-version: 2

vars:
  mixpanel:
    event_properties_to_pivot: ['the', 'list', 'of', 'property', 'fields']

And if there are columns in your source mixpanel.event table that are not the Mixpanel default columns, add the following variable to your dbt_project.yml file to include them:

# dbt_project.yml

...
config-version: 2

vars:
  mixpanel:
    event_custom_columns: ['the', 'list', 'of', 'column', 'names']

Event Date Range

Becuase of the typical volume of event data, you may want to limit this package's models to work with a recent date range of your Mixpanel data.

By default, the package looks at all events since January 1, 2010. To change this start date, add the following variable to your dbt_project.yml file:

# dbt_project.yml

...
config-version: 2

vars:
  mixpanel:
    date_range_start: 'yyyy-mm-dd'

Timeline Event Filters

There are two timeline models in this package, mixpanel_daily_events and mixpanel_monthly_events. Each timeline model aggregates activity metrics for each type of tracked event. However, you may want to place filters on all or individual events, or even completely filter out certain events.

To filter events in these timeline models, add the following variable to your dbt_project.yml file. It will be applied as a WHERE clause when selecting from mixpanel_event.

# dbt_project.yml

...
config-version: 2

vars:
  mixpanel:

    # Example 1: Limit all events to the US
    timeline_criteria: 'country_code = "US"'

    # Example 2: Only limit 'play_song' events to the US
    timeline_criteria: 'event_type != "play_song" OR country_code = "US"'

Contributions

Additional contributions to this package are very welcome! Please create issues or open PRs against master. Check out this post on the best workflow for contributing to a package.

Resources:

Contributors

fivetran-jamiefivetran-chloe

Issues