If you run a SaaS business and you’re drowning in user data, you’re not alone. Everyone talks about being “data-driven,” but most dashboards end up as cluttered, confusing messes that don’t actually help you make decisions. This guide is for folks who want to use Mixpanel to build dashboards that actually answer real business questions—without wasting time on vanity metrics or endless busywork.
Let’s break it down step by step, focusing on what works for real SaaS teams.
Why Custom Dashboards Matter (and When They Don’t)
Before you start clicking around, ask yourself: do you really need a custom dashboard? The default Mixpanel templates cover basic stuff, and honestly, sometimes that’s enough. But if you’re tired of digging for the same numbers every week, or you need to track something unique to your product, a custom dashboard is worth your time.
Custom dashboards are great for:
- Keeping your team focused on a few key metrics—like signups, activation, and retention.
- Sharing progress (or problems) with stakeholders, without dumping raw data on them.
- Spotting trends and issues early, so you’re not always reacting late.
They’re not for:
- Tracking every possible event just because you can.
- Impressing execs with charts no one understands.
- Solving bad data collection or unclear goals.
If you’re clear on what you want to know and why, let’s get started.
Step 1: Define the Questions You Actually Need Answered
Don’t open Mixpanel yet. Grab a notepad, whiteboard, or shared doc. Write down 2-5 real questions your dashboard needs to answer. For most SaaS businesses, it’s things like:
- How many users signed up this week?
- How many hit that “aha” moment in onboarding?
- What % of users stick around after 30 days?
- Which features get used the most by paying customers?
- Where are people dropping off in our funnel?
Be specific. If you can’t imagine making a decision based on the answer, leave it off.
Pro tip: If you’re not sure what to track, start with signup, activation, retention, and revenue. Ignore the rest for now.
Step 2: Make Sure Your Events and Properties Are Set Up (and Clean)
Mixpanel is only as useful as your data. If your event tracking is a mess, your dashboard will be useless—or worse, misleading.
- List the events you think you’re tracking (e.g., “User Signed Up”, “Project Created”, “Feature Used”).
- Double-check that these are actually firing in Mixpanel. (Go to the Events section and watch in real time.)
- Check properties: Are you collecting useful details with each event? For example, “plan type”, “user role”, or “source”?
Don’t skip this. If your tracking is broken, fix it first. Otherwise, you’ll spend hours making pretty charts that don’t mean anything.
What to ignore: Don’t try to track every click or page view. Focus on events that tie directly to user or business value.
Step 3: Sketch a Rough Layout for Your Dashboard
Don’t overthink this. You’re not designing the Mona Lisa. Just decide:
- Which 3-5 metrics need to be front and center?
- Do you want to see trends (line graphs) or snapshots (number blocks)?
- Do you need breakdowns—by plan, device, or country?
A dashboard that tries to show everything will help no one. Less is more. If you’re not sure, start simple. You can always add more later.
Step 4: Create a New Dashboard in Mixpanel
Now, open Mixpanel and let’s actually build something.
- In the left sidebar, click Dashboards.
- Hit Create Dashboard (usually a button in the upper right).
- Give it a clear, boring name. Something like “SaaS KPIs Q2 2024” or “User Activation Funnel”—not “Business Insights Portal” (nobody will remember that).
- Set sharing/visibility to match your team’s needs.
You’ve got a blank slate. Time to fill it in.
Step 5: Add Reports (Charts, Funnels, Cohorts, etc.)
Mixpanel dashboards are just a collection of “Reports”—charts, funnels, tables, retention curves, and so on. For each question from Step 1, you’ll usually want one report.
Common SaaS Reports Worth Building
- Line Chart: Signups Over Time
- Event: “User Signed Up”
- Grouped by: Day, Week, or Month (depending on your volume)
- Funnel: Signup → Activation → Paid
- Events: “Signed Up” → “Completed Onboarding” → “Upgraded Plan”
- Shows where you’re losing users in the journey.
- Retention Table: 30-Day User Retention
- Tracks how many new users come back after a week, two weeks, etc.
- Bar Chart: Feature Usage by Plan
- Event: “Feature Used”
- Breakdown: “Plan Type” property
Building Each Report
- Click Add Report on your dashboard.
- Choose the type (Line, Funnel, Retention, etc.).
- Configure the event(s) and filters. This is where you pick exact events and properties.
- Give each report a name that a human would understand—like “Weekly Signups” instead of “Report #3”.
- Click Save to Dashboard.
Pro tip: If you’re not sure which chart type to use, start with line charts and tables. Fancy visualizations rarely add value unless you’re presenting to a crowd.
Step 6: Clean Up, Reorder, and Give Context
Now that your reports are on the dashboard, make it usable:
- Drag and drop to put the most important metrics at the top left.
- Delete any reports that seemed like a good idea but aren’t useful.
- Add descriptions or notes to each chart (Mixpanel lets you add text blocks or annotations).
- Don’t be afraid of whitespace. A cluttered dashboard is a dead dashboard.
What to ignore: Don’t obsess over color schemes or visuals. You’re building a tool for decisions, not an art project.
Step 7: Share and Set Up Alerts (If You Want)
Once you’ve got something you’d actually look at, share it:
- Click Share or Copy Link to send to your team.
- Set permissions so the right folks can view (or edit).
If you want to be notified when things change—like a sudden drop in signups—set up alerts:
- In any report, look for the bell or “Create Alert” option.
- Set thresholds (e.g., “Alert me if weekly signups drop below 100”).
- Don’t go overboard. Too many alerts = everyone ignores them.
Step 8: Review (and Ruthlessly Edit) Every Few Weeks
The best dashboards are living documents. Metrics that mattered last quarter might not matter now. Schedule time to:
- Remove stale or unused charts.
- Add new questions as your business evolves.
- Make sure the data is still accurate (events change, bugs happen).
Pro tip: If nobody looks at a chart for a month, delete it. Dashboards should make life easier, not harder.
What Actually Works (and What Doesn’t)
Works:
- Focusing on 3-5 metrics that tie directly to your SaaS goals.
- Simple, clear charts—no need for fancy stuff.
- Adding short notes to remind everyone what each metric means.
Doesn’t:
- Tracking every metric “just in case.”
- Building dashboards to impress investors or execs, instead of helping your team.
- Ignoring your dashboard for months until a crisis hits.
Keep It Simple—and Iterate
You don’t need a dashboard that does everything. Build something simple that answers your team’s real questions, and use it. If you find yourself ignoring it, that’s a sign to cut clutter or revisit your metrics. Start lean, check your data, and tweak as you go. The best dashboards evolve with your business—they don’t try to predict the future.
And remember: The goal isn’t “more data.” It’s better decisions.