Mixpanel vs. Heap: Which Analytics Software is Better [2023]?

If you’re not using Mixpanel or Heap to track and measure your business metrics, you’re missing out BIG TIME.

Of course, it makes no sense to use both analytics platforms at the same time — so which one is better, and what is the difference?

The main difference is that Mixpanel is an event-based analytics platform, requiring manual event tracking for specific user actions, while Heap offers automatic event tracking, capturing all interactions without prior setup.

Additionally, Mixpanel’s pricing is based on data volume, while Heap offers a flat-rate pricing model.

Mixpanel is favored for precision and segmentation, while Heap appeals to those seeking simplicity and retroactive analysis, making it budget-friendly for startups and smaller businesses.

Key Features: Comparison Table

Here’s a handy comparison table to summarize the key features of Mixpanel vs. Heap:

Event Tracking
Automatic Tracking
Funnel Analysis
Retroactive Analysis
Pricing ModelData Volume-basedFlat-rate
Integration OptionsExtensiveExtensive

Introduction to Mixpanel and Heap

When it comes to online analytics, Mixpanel and Heap stand as lighthouses, illuminating the path to understanding user behavior.

Mixpanel is renowned for its event-based tracking, while Heap takes a unique approach, capturing every interaction automatically.

Imagine you’re running an e-commerce store. Mixpanel is like a diligent store manager, carefully noting when each customer enters and exits the store.

Heap, on the other hand, is the observant security camera, capturing every movement, from picking up products to checking out.

What is Mixpanel?

Mixpanel is a powerful analytics platform designed for businesses and app developers. It specializes in event-based tracking, allowing users to monitor and analyze user interactions within websites and mobile apps.

Mixpanel provides insights into user behavior, conversion funnels, and segmentation, empowering businesses to make data-driven decisions for optimizing user experiences, marketing strategies, and product development.

Pros of Mixpanel:

  • Precise event tracking for tailored insights.
  • Funnel analysis to pinpoint user drop-off.
  • Segmentation for targeted marketing.

Cons of Mixpanel:

  • Initial setup can be complex.
  • Pricing can be high for extensive usage.

What is Heap?

Heap is an automatic event tracking and analytics tool. It captures every interaction on websites and mobile apps without the need for manual event setup.

Heap’s unique feature is retroactive analysis, enabling users to ask questions about past user behavior and gain insights even when events weren’t initially tracked.

Heap is known for its simplicity, affordability, and suitability for startups and small to medium-sized businesses.

Pros of Heap:

  • Automatic event tracking for ease of use.
  • Retroactive analysis for deeper insights.
  • Lower entry point for pricing.

Cons of Heap:

  • Limited in-depth event tracking.
  • May not suit highly complex analytics needs.

6 Key Features of Mixpanel

You can expect to use these key features if you choose Mixpanel:

1. Event Tracking:

  • Imagine this as a detailed map of your users’ actions. Mixpanel allows you to track specific events on your website or app. For instance, you can monitor clicks on a “Sign Up” button or product purchases.
  • Tip: Use event tracking to understand how users interact with your site and spot bottlenecks in your conversion funnel.

2. Funnel Analysis:

  • Think of it as a magnifying glass for your user journey. With Mixpanel, you can set up funnels to track the steps users take before reaching a goal, like making a purchase.
  • Tip: Funnels help you pinpoint where users drop off, allowing you to optimize those critical steps for higher conversions.

3. Segmentation:

  • Segmentation is like dividing your audience into different groups for targeted marketing. With Mixpanel, you can segment users based on behavior, demographics, or any custom criteria you define.
  • Tip: Segmenting your audience helps you send personalized messages and offers, improving engagement.

4. A/B Testing:

  • Imagine this as a virtual laboratory. Mixpanel enables A/B testing, where you can experiment with different versions of your website or app to see which one performs better.
  • Tip: A/B testing is essential for optimizing user experience and increasing conversion rates.

5. Retention Analysis:

  • Think of it as a compass pointing you toward loyal users. Mixpanel allows you to analyze user retention over time, showing you how many users return to your site or app.
  • Tip: Retention analysis helps you focus on retaining existing users, which can be more cost-effective than acquiring new ones.

6. Notifications and Messaging:

  • This is like sending a personalized message to your users’ front door. Mixpanel offers messaging features to engage users through in-app or email notifications based on their behavior.
  • Tip: Use targeted notifications to re-engage users who haven’t visited your site in a while or to announce special promotions.

Real-World Case Study: A subscription-based streaming service used Mixpanel to analyze user interactions. By tracking user engagement with different features, they optimized their app, resulting in a 20% increase in premium subscriptions.

6 Key Features of Heap

If you do choose to use Heap, here are some of the main features:

1. Automatic Event Tracking:

  • Picture Heap as your automatic data collector. It captures every interaction on your website or app without manual event setup. From clicks to form submissions, it’s all recorded.
  • Tip: Heap’s automatic tracking provides a complete view of user behavior, even for actions you didn’t anticipate tracking initially.

2. Retroactive Analysis:

  • Heap is your time-traveling analytics tool. You can analyze data retroactively, which means you can ask questions about past user behavior and get answers, even if you didn’t track it initially.
  • Tip: This feature is invaluable for discovering insights about user behavior retrospectively.

3. Segmentation:

  • Similar to Mixpanel, Heap offers segmentation capabilities. You can slice and dice your user data to create custom user groups for targeted analysis.
  • Tip: Segment users based on actions they took in the past to understand their behavior patterns.

4. Conversion Rate Optimization (CRO):

  • Think of Heap as your CRO partner. It helps you identify drop-off points in your conversion funnel, so you can make data-backed optimizations.
  • Tip: Use Heap to spot areas where users are abandoning their journey and make improvements.

5. Lower Entry Pricing:

  • Heap provides a flat-rate pricing model, which can be a cost-effective choice for startups and small businesses. It allows you to access powerful analytics without breaking the bank.
  • Tip: If you’re budget-conscious, Heap’s pricing may be more appealing.

6. Integration Options:

  • Both Mixpanel and Heap offer extensive integration options, allowing you to connect them with other tools and platforms in your tech stack.
  • Tip: Explore integration possibilities to streamline your data flow and enhance your analytics capabilities.

Real-World Case Study: An e-commerce startup implemented Heap and discovered that users were frequently abandoning their shopping carts.

By analyzing the data, they identified a specific form field that caused confusion and quickly made adjustments, reducing cart abandonment by 15%.

Mixpanel vs. Heap: Comparison of Pricing Models

Let’s delve into the comparison of the pricing models for Mixpanel and Heap:

Mixpanel Pricing Model

Anchoring to Data Volume: Mixpanel’s pricing model is anchored to the volume of data you collect and analyze.

This means that the more user data you track, the higher your subscription costs will be.

While this model provides flexibility, it’s essential to be mindful of your data usage to avoid unexpected cost spikes.


  • Pro: Pay-as-you-go flexibility means you can start small and scale up as your business grows.
  • Pro: Customizable pricing based on your actual data usage.
  • Con: Costs can escalate if your website or app experiences a sudden surge in user activity or data events.

Ideal for Larger Enterprises: Mixpanel’s pricing model tends to suit larger enterprises with substantial budgets and well-established user bases.

These businesses often have complex data analytics needs and can benefit from Mixpanel’s advanced features.

Heap Pricing Model

Flat-Rate Pricing: Heap offers a more straightforward pricing model – a flat-rate subscription. With this approach, you pay a fixed fee, regardless of the volume of data you collect or the number of events you track.

This predictability can be attractive to startups and small to medium-sized businesses looking for cost stability.


  • Pro: Predictable pricing makes it easier to budget for analytics expenses.
  • Pro: Affordable entry point for businesses with limited budgets.
  • Con: May not be the most cost-effective option for larger enterprises with extensive data needs.

Ideal for Startups and SMBs: Heap’s flat-rate pricing model is well-suited for startups and small to medium-sized businesses that want robust analytics capabilities without the uncertainty of variable data-driven costs.

It provides accessibility to valuable insights without the financial strain.

Mixpanel Use Cases:

Let’s explore three use cases for both Mixpanel and Heap to help you understand when each platform can be particularly valuable:

1. E-commerce Conversion Optimization:

  • Scenario: You run an e-commerce store and want to boost your conversion rates.
  • Use Case: Mixpanel is ideal for tracking user interactions within your online store. You can set up event tracking to monitor actions like product views, cart additions, and checkouts. By analyzing the data, you can identify where users drop off in the conversion funnel and make targeted improvements to increase conversions.

2. Mobile App User Onboarding:

  • Scenario: You’ve developed a mobile app and want to ensure a smooth onboarding process.
  • Use Case: Mixpanel allows you to track user engagement with specific app features during onboarding. By understanding which steps are causing friction, you can optimize the onboarding flow, leading to better user retention and satisfaction.

3. Content Marketing Campaign Analysis:

  • Scenario: You’re a content marketer looking to measure the effectiveness of your campaigns.
  • Use Case: Mixpanel can help you track user interactions with your content, such as article views, clicks on call-to-action buttons, and sign-ups. You can segment users based on their content preferences and behaviors, allowing you to tailor your content strategy and improve engagement.

Heap Use Cases:

a). Website User Behavior Analysis:

  • Scenario: You have a website with substantial traffic and want to gain insights into user behavior.
  • Use Case: Heap’s automatic event tracking captures all user interactions on your website, even those you didn’t anticipate tracking initially. This makes it valuable for retroactively analyzing user behavior, identifying drop-off points, and making data-backed optimizations to improve the user experience.

b). Product Usage Monitoring for SaaS:

  • Scenario: You operate a Software as a Service (SaaS) platform and want to understand how users are using your product.
  • Use Case: Heap can help you track user interactions within your SaaS application, from feature usage to login frequency. By segmenting users based on their engagement levels, you can tailor your product development and customer support efforts to meet user needs effectively.

c). A/B Testing and Iterative Improvement:

  • Scenario: You want to continually improve your website or app through A/B testing.
  • Use Case: Heap’s capabilities in A/B testing allow you to experiment with different versions of your digital properties and measure their impact on user behavior. You can track which changes lead to better outcomes and iteratively refine your online presence.

In summary, Mixpanel excels in precise event tracking and segmentation, making it well-suited for optimizing specific actions and content marketing analysis.

Heap’s strengths lie in automatic tracking, retroactive analysis, and A/B testing, making it valuable for broader website behavior analysis and product usage monitoring.

Integration and Compatibility

here’s a quick summary of integration and compatibility for both Mixpanel and Heap:

Mixpanel Integration and Compatibility:

  • Mixpanel offers extensive integration options with various third-party tools, including CRM systems, email marketing platforms, and data warehousing solutions.
  • It has native integrations with popular platforms like Salesforce, Slack, and Google Analytics.
  • Mixpanel provides an API for custom integrations and data export.
  • Compatibility with web and mobile apps allows businesses to track user interactions across different platforms.

Heap Integration and Compatibility:

  • Heap also provides a range of integrations with third-party tools, including marketing automation, customer support, and advertising platforms.
  • It offers pre-built integrations with platforms like HubSpot, Google Ads, and Shopify.
  • Heap’s Event Visualizer simplifies integration setup by allowing non-technical users to track events without coding.
  • Compatible with web and mobile apps, Heap offers flexibility in tracking user behavior across different devices and platforms.


With so many questions about analytics and event tracking, here are answers to some of the common questions:

Is Mixpanel or Heap better for startups?

  • Heap is often preferred for startups due to its flat-rate pricing and automatic event tracking. It provides robust analytics without significant cost fluctuations, making it budget-friendly for smaller businesses.

Which platform is more suitable for in-depth event tracking?

  • Mixpanel excels in in-depth event tracking, allowing precise monitoring of user actions. It’s the go-to choice when you need detailed insights into user behavior.

Are Mixpanel and Heap suitable for mobile app analytics?

  • Yes, both Mixpanel and Heap offer compatibility with mobile apps, enabling tracking and analysis of user interactions within mobile applications.

Which tool is better for retroactive analysis?

  • Heap is the preferred option for retroactive analysis, as it captures all user interactions automatically, allowing you to explore past user behavior even when events weren’t initially tracked.

Mixpanel vs. Heap: Which is Better?

All in all, the choice between Mixpanel and Heap depends on your specific needs and resources.

Mixpanel excels in precise event tracking and segmentation, while Heap offers the convenience of automatic tracking and retroactive analysis.

Assess your business goals, budget, and the complexity of your analytics needs to make an informed decision.

Remember, whichever compass you choose, it will guide you toward the treasure trove of insights that can propel your online business to success.