Case Study: Ancestry achieves cross-device user insights and improved retention with Mixpanel

Ancestry - Customer Case Study

Ancestry, the world's largest for‑profit genealogy company, needed a faster, more reliable way for product teams to access behavioral data across web and mobile to grow subscriptions. Their Adobe Analytics setup limited mobile visibility and required analysts to produce Tableau visualizations, slowing insights and making it hard for product managers to answer retention and conversion questions independently.

Ancestry switched to Mixpanel—an analytics solution that met requirements for security, ease of use, depth of analysis, and integrations with Tealium and their data warehouse. Mixpanel enabled cross‑device tracking and introduced trustworthy, self‑serve reports (Retention, Funnels, Flows) and tools like Lexicon and event tagging, empowering seven product teams to explore user behavior directly, reduce analyst bottlenecks, and improve engagement, retention, and lifetime value.

Ancestry

Roopa Gidugu

Sr. Technical Product Manager of Product Data