Amplitude vs Mixpanel

What the numbers say

Most rows agree because both tools answer the same question: what a person does inside a product, across sessions and devices. The few rows that differ describe collection defaults rather than reports. Amplitude’s Browser SDK 2 starts on its own, with page views, sessions, form starts and submissions, file downloads and campaign attribution captured by default, while element clicks and frustration clicks wait for a setting. Mixpanel’s library records nothing automatically until autocapture is switched on in the configuration, and once it is, the list adds scrolls, element clicks, dead clicks and rage clicks. The bot row follows the same logic: Amplitude filters bot traffic in its Block Filters, while Mixpanel’s library drops a short list of crawlers and leaves the rest to an ignore property in your code.

Both ladders count events, and both vendors leave identity plumbing out of the count. Amplitude states that Identify and Group Identify calls do not count toward the monthly volume; Mixpanel excludes identify, alias and merge calls, opt-ins and profile updates. Above the line they part. Mixpanel keeps collecting and blocks reports until you upgrade or the month turns over, at no charge; on Growth the extra events are billed at the start of the next month, and the documentation says a billing limit cannot be set. A non-paying Amplitude account that passes its limit three times is blocked from charts and dashboards, and Amplitude deletes an account that stays over the limit six months after that first block.

The two retention rows read alike for different reasons. Mixpanel’s policy sets two years for events as of 1 September 2025, and a project created before that date keeps five years until its plan changes or moves to Free. Amplitude keeps a year of data available on the free plan and two years on Plus.

Who picks which

Amplitude suits teams that want collection running before anyone writes tracking code, and that keep the marketing side of the work in the same place. Its marketing analytics section reports traffic by channel and campaign and page engagement with bounce, entry and exit rates, there is an official WordPress plugin and a tag manager template, and dashboards go out on a schedule by email or to Slack channels.

Mixpanel suits teams that define their event taxonomy first and want profiles beside events, since it stores user properties that always hold the latest value. A board can be published by link with an optional password or embedded once an owner enables public boards, and warehouse connectors come with a paid event-based plan, as the Mixpanel card notes. There is no vendor WordPress plugin, and the platform rows reflect that.

Questions and answers

Can I move my history from one to the other?

Yes, both directions are documented, and both count toward your bill. Amplitude imports Mixpanel and PostHog projects from the Migrations panel under Data. Mixpanel answers with a free migration service, in beta, for Amplitude projects under 15 million events, and its guide suggests a year of history or less, because imported events land in the month they are received.

What happens when the free allowance runs out?

Collection continues on both, reporting does not. Mixpanel blocks reports for the organization until an upgrade or the next month, without charging for the excess. Amplitude allows three months over the limit, then blocks charts and dashboards, and deletes the account six months after that first block if usage stays over without an upgrade.

Can either keep data in the EU?

Yes, with the choice made at different moments. Amplitude’s EU region belongs to the organization and is set at signup. Mixpanel’s is set project by project at creation, so a team with several projects can end up with data in two regions and no vendor route between them.