Mixpanel on your landing pages
Mixpanel is built to answer what users do after they arrive. LanderLab's webhook gives it the moment they arrived. Each lead is posted to Mixpanel's /track ingestion endpoint, the one Mixpanel recommends for third-party webhooks, as an event with the form's answers, the page, the UTMs, the variant and the visitor's IP as properties.
It fits product and growth teams paying for acquisition: fintech and insurance apps, SaaS trials, course and coaching businesses. When the lead event and the product events share a distinct_id, Funnels and Retention start at the ad.
Landing page leads as Mixpanel events
Each submit becomes a "Lead Submitted" event, with the quiz answers and form fields as event properties and $current_url as the page. The webhook's JSON mode sends the array Mixpanel's /track endpoint takes, so it's one request per lead with no middleware.
Use the person's email, or the ID your product uses, as the distinct_id, and the lead is the first event on the same user your app tracks later.
Funnels and retention, broken down by ad set
With utm_source, utm_campaign and the A/B variant on the lead event, a Mixpanel Funnel can start at the landing page and end at a deposit, a policy bound or a lesson completed. A Retention report split by campaign shows which ad sets bring back users week after week, and which only bring signups.
Save the best campaign's leads as a cohort and you have a profile of the users your ads should look for.
The right location on every lead
A server-side request carries the server's IP, which would put every lead in the same data center city. Mixpanel reads an ip property instead when you send one, and LanderLab has the visitor's IP on every lead. Geography reports then show where your leads really are, which matters when offers, payouts and compliance change by state.
Profiles from the form
Mixpanel keeps people in user profiles, with reserved properties for email, name and phone. A second webhook to Mixpanel's profile endpoint sets them from the form, so the profile your team opens for a user starts with how they came in.
