What gets tracked
Once the extension is enabled and a Project token is set, events flow into Mixpanel automatically. This page explains what is collected and how.
E-commerce events (client-side)
The following events are produced by the shared Marketing tracking data layer and sent to Mixpanel from the customer's browser:
| Event | When it fires |
|---|---|
view_item | A customer opens a product page (or selects a variant/swatch) |
view_item_list | A customer opens a category / product listing page |
view_cart | A customer opens the shopping cart |
add_to_cart | A product is added to the cart |
remove_from_cart | A product is removed from the cart |
add_to_wishlist | A product is added to the wishlist |
begin_checkout | A customer starts checkout |
add_shipping_info | A shipping method is selected during checkout |
add_payment_info | A payment method is selected during checkout |
purchase | An order is placed (success page) |
search | A storefront search is performed (includes the query and result count) |
sign_up | A customer completes registration |
login | A customer logs in |
view_item_list (category/listing pages) is only sent when Track view catalog page event is enabled in
the shared tracking settings. The exact product identifier,
currency, customer group, and any mapped attributes attached to these events are controlled by those same
settings.
Mixpanel tracks every event produced by the shared data layer - only the internal conversion and logout
events are deliberately skipped. Refunds are sent separately, server-side (see below).
The Mixpanel browser library is loaded from Mixpanel's CDN and is fully compatible with Magento's Content Security Policy (CSP) and Full Page Cache.
Customer identity (people profiles)
When a logged-in customer loads any storefront page, the extension sends an identify call plus a people.set with the customer's name, email, and customer group. This happens on every page (not only at login), so a customer's events are always attributed to their profile.
This is also the moment a customer becomes "Mixpanel-active" - only customers identified this way are included in the nightly profile sync.
Refunds (server-side)
Refunds are created in the admin, where there is no browser to send a client-side event, so the extension
sends them to Mixpanel server-side. When a credit memo is saved, a refund event is delivered to
Mixpanel's import API.
The request is deferred until after the admin response has been sent, so saving a credit memo never waits on the Mixpanel call. The send is fire-and-forget: a failure is logged but not retried. Guest refunds that cannot be attributed to a customer (no customer id or email) are skipped.
Suppressing tracking for some visitors
To exclude internal traffic, bots, or specific conditions from tracking, use the Disable Events (JS condition) field in the shared tracking settings.