Step by step guide to implement Mixpanel events using GTM

Mixpanel helps track how users interact with your site or app. Connected with Google Tag Manager (GTM), you can set up event tracking without any hustle. Unlike GA4, which focuses on aggregated analytics, Mixpanel emphasizes event‑based, user‑level tracking with deeper cohort and retention insights. In event based, some of the default events getting captured in Mixpanel are Sign Up, Sign In, Page View, Search, Error, Purchase, Conversion. It also provides deep insights into user behavior, retention, and conversion paths. It supports faster decision-making through real-time analytics, flexible event properties, and powerful cohort analysis. Mixpanel allows multiple product integrations same that GA4 allows like Google Ads, Meta Ads.

Prerequisites

Before setting up Mixpanel in GTM, make sure you have:

• Mixpanel account with project token
• GTM container installed on your site/app
• Basic knowledge of tags, triggers, and variables

Read more here to have more information to understand the benefits to implement Google Tag Manager (GTM).

Steps of implementation

1. Adding the Mixpanel tag template

• Open GTM Dashboard screen → Templates → Search Gallery

• Search “Mixpanel” Template by mixpanel → Add to Workspace

• Review permissions → Confirm Mixpanel appears in Tag Configuration

2. Configure the Mixpanel Tag (Detailed Steps)

• Create new tag → Select Mixpanel Tag

• Enter Project Token (from Mixpanel settings)
• Choose event type: Page View, Click, Form Submission, or custom
• Add optional properties (e.g., page_category, button_text, form_id)
• Attach triggers → Pageview, Click, or Form Submission
• Name tags clearly (e.g. Mixpanel – Signup Form Submit)

3. Troubleshooting & Validation

• Quick validation → Use GTM Preview Mode to confirm tag loads and firing properly

4. Testing Your Setup

• Enable Preview Mode → Enter site URL
• Perform tracked action (click, form submit)
• Check Tag Assistant → Verify event and its relevant properties

• Confirm events in Mixpanel Live View

• Repeat for all triggers

 5. Publish the Setup

• In GTM → Click Submit from your workspace where changes are made
• Add version name/description → Publish container
• Verify events again on live site

Best Practices

• Use clear naming conventions
• Exclude irrelevant events with selectors
• Validate in Mixpanel Live View
• Document setup for stakeholders
• Start simple, scale later

Conclusion

Integrating Mixpanel with GTM gives you a flexible, code‑free way to track user interactions. With proper configuration, testing, and publishing, you’ll capture accurate event data. Unlike GA4’s aggregated approach, Mixpanel’s event‑based tracking lets you dive deeper into cohorts, retention, and user journeys, helping you make smarter product decisions.