Mixpanel Acquires DoubleLoop to Advance AI-Driven Product and Revenue Insights

Mixpanel, a global leader in digital analytics, has announced the acquisition of DoubleLoop, an innovator in AI-powered business value frameworks. This move reinforces Mixpanel’s commitment to helping product and marketing teams rapidly identify and act on key business growth drivers through intelligent, AI-driven analytics.

Earlier this year, Mixpanel introduced Metric Trees, a visualization tool that helps teams understand how product metrics connect to business outcomes. By combining Metric Trees with Mixpanel’s robust suite of capabilities – including behavioral analysis, session replay, experimentation, and feature flagging – organizations can gain a comprehensive understanding of what drives growth and customer engagement.

The analytics landscape is undergoing a transformation as businesses move away from vanity metrics toward structured hierarchies that reveal true cause-and-effect relationships. At the same time, teams are under increasing pressure to translate strategy into measurable results quickly. For many, the manual alignment of metrics to strategic goals has been a major bottleneck – a challenge this acquisition aims to eliminate.

“Metrics without context and relationships are just numbers,” said Jen Taylor, CEO of Mixpanel. “Teams need to know not only which metrics matter, but how those metrics are aligned and connected. That’s why we launched Metric Trees, and the market response has been phenomenal. With DoubleLoop, we can make this game-changing capability more accessible by infusing AI directly into the process to build hierarchies directly from strategy and real-world context.”

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Founded by CEO Dan Schmidt and CTO Sumit Gupta, DoubleLoop was created to address a common challenge among product teams — releasing new features without a clear link to measurable business outcomes. According to Schmidt, 65% of projects fail to deliver quantifiable results. DoubleLoop’s proprietary AI transforms strategic plans into computational models, automatically generating metric trees rooted in company-specific context and industry best practices. This allows teams to instantly connect their work to business outcomes and continually refine those links as new data emerges.

“We founded DoubleLoop to help product teams escape the feature factory and drive impact,” said Schmidt. “Inside Mixpanel, Metric Trees and AI can do what’s never been possible before: connect business goals directly to user behavior — at a scale that empowers thousands of teams to know with confidence which levers truly drive growth.”

Organizations already using Mixpanel’s Metric Trees report stronger alignment between product performance and business outcomes. They can visualize how each initiative contributes to strategic goals and take informed action with measurable confidence.

“Metric Trees are about having a sustained, executive-level view of your product, not just ad hoc analysis,” said Karl Thumm, Senior Director of Data and Analytics at Zola. “The added functionality around metric definitions and the ability to double-click into deeper insights makes it core to truly managing your product properly.”

By integrating DoubleLoop’s AI-driven modeling with Mixpanel’s powerful analytics ecosystem, the company is redefining how teams connect product performance to revenue outcomes – empowering businesses to make smarter, faster, and more impactful decisions.