How to Build Cohorts and Segments in Mixpanel for Deeper Insights

In the digital world, user data is not just about numbers. Real growth begins when you understand the behavioral patterns behind that data. This is exactly where Mixpanel’s “Cohort” and “Segment” features come into play.

With these tools, you can group users not just by who they are but by what they do, shaping your engagement strategies accordingly. However, to use this analytical power effectively, you need the right setup and strategy — and that’s where Omtera’s Mixpanel Partnership makes a difference.

Omtera and Mixpanel Partnership: Turning Data into Impact

As Mixpanel’s official partner in Turkiye and the EMEA region, Omtera provides strategic support to businesses on their data-driven growth journey.

By combining Mixpanel’s powerful analytics infrastructure with cohort and segment strategies tailored to your business goals, Omtera helps transform raw user data into meaningful insights.

Omtera’s contribution goes far beyond technical implementation:

• Builds the correct event tracking structure.
• Customizes cohort and segment definitions according to strategic goals.
• Makes data easily visualized through dashboards and reports.
• Integrates Mixpanel with platforms like Braze, HubSpot, and Snowflake to create an end-to-end analytics ecosystem.

This approach helps businesses understand not only who their users are but also why they behave the way they do.

Brands using Mixpanel with Omtera don’t just monitor their users — they have conversations through their behavior.

What Is a Cohort and Why Is It Important?

A cohort represents a group of users who share similar characteristics or behaviors.
In Mixpanel, cohorts are defined by whether users have performed (or not performed) a specific action.

For example:

• Users who made a payment in the last 30 days
• Users who installed the mobile app but didn’t register
• Users who interacted with a specific variant in an A/B test

With these cohorts, you can:

• Create targeted marketing campaigns
• Detect user churn in advance
• Identify the right groups for product optimization

The unique power of Mixpanel lies in the automatic updating of cohorts.
As user behavior changes, cohorts are dynamically refreshed — a major advantage for real-time analysis.

What Is a Segment? How Is It Different from a Cohort?

Segments let you group users based on specific attributes or filters.
For example, you can segment users by:

• Country, device, or browser type
• Age, gender, or subscription plan
• Frequency of a particular event

Cohorts are behavior-based, while segments are based on user attributes.
This distinction increases analytical depth.

Example:

“Users in Turkiye who visited the checkout page in the last 7 days but didn’t complete a purchase”
can be identified using both a segment (country) and a cohort (behavior).

How to Create a Cohort in Mixpanel: Step-by-Step Guide

1. Go to the Analysis Panel:
   Open the “Cohorts” section in Mixpanel’s main menu.
2. Create a New Cohort:
   Click the “Create Cohort” button.
3. Define Criteria:
   Choose the events that users have or haven’t completed.
   Example: Users who performed “Add to Cart” but not “Checkout Completed.”
4. Set the Time Range:
   For instance, actions taken within the last 14 days.
5. Save and Label the Cohort:
   Give your cohort a meaningful name (e.g., “Cart Abandoners”).
6. Share or Export:
   You can export Mixpanel cohorts directly to marketing automation or CRM tools like Braze or HubSpot.

Omtera’s tip: Always include the date and behavior type in your cohort names.
This provides clarity during data analysis processes.

How to Create a Segment in Mixpanel: Step-by-Step

1. Go to Reports → Insights.
2. Add a Filter: Define segments based on user attributes.
3. Perform Event-Based Analysis: Use “Event Properties” to measure specific actions.
4. Drill Down with Breakdown: Compare conversion rates by attributes like “device type.”
5. Visualize the Results: Use bar charts, funnels, or other graphs to track segment performance.

Omtera’s Role: Expert Guidance in Cohort and Segment Strategies

Omtera is not just a Mixpanel implementation team;
it is a strategic data analytics consultant that guides businesses in building growth strategies.

Omtera’s Mixpanel experts:

• Rebuild your data model based on your business goals
• Clean unnecessary or incorrect events
• Generate insights that guide product decisions through cohort and segment analysis
• Improve data literacy across teams and optimize dashboards for each department

As a result, marketing, product, and tech teams work together through a single source of truth.

Omtera’s Mixpanel consulting doesn’t just analyze — it drives data that leads to action.

Real-World Example: Increasing Conversion with Cohort and Segment Analysis

For example, an e-commerce platform noticed a low purchase rate after users added products to their carts.
With Omtera’s guidance, Mixpanel cohorts were created for:

• Users who added to cart but didn’t check out
• Users who added items to favorites but didn’t move them to cart

These cohorts were synced to email and push notification campaigns.
Result: Conversion rates increased by 27% within two weeks.

This clearly shows how well-executed cohort and segment strategies can lead to real business outcomes.

Building a Data-Driven Culture with Mixpanel and Omtera

Cohort and segment analysis are not just reporting activities;
they are the foundation of a company-wide data-driven decision-making culture.

Omtera helps companies adopt Mixpanel not just as a tool,
but as an integral part of their growth culture.

Thanks to this culture:

• Product teams understand which features create value.
• Marketing teams deliver the right message to the right audience.
• Executives base investments on measurable insights.

The Key to Understanding Your Data: Cohort and Segment Analysis

User data alone has no meaning if it’s only collected;
it drives growth when analyzed the right way.

With Mixpanel’s cohort and segment capabilities,
you can understand user behavior at both micro and macro levels.

And with Omtera’s Mixpanel partnership,
these analyses don’t just stay on dashboards, they turn into real strategic actions.

If you want to do more than just monitor your data create impact with it, meet Omtera’s Mixpanel experts today.

Book a consulting session and turn your data into growth.

FAQ (Frequently Asked Questions)

What is a cohort in Mixpanel?
A group of users with similar behaviors or characteristics. For example, “users who made a payment in their first week.”

Do cohorts update automatically?
Yes. Mixpanel cohorts update dynamically as user behavior changes.

What’s the difference between a segment and a cohort?
Segments group users by attributes (country, device, age, etc.), while cohorts group them by behavior.

What does Omtera’s Mixpanel consulting include?
Full-cycle support including event tracking setup, data cleanup, cohort/segment strategy, dashboard design, and team training.