Case Study: VSCO achieves cleaner, more actionable analytics and a data-driven culture with Mixpanel

Why tracking less got VSCO more

VSCO, the photography app used by over 20 million people, had grown into an analytics nightmare: hundreds of millions of tracking events—many redundant, inconsistent across iOS and Android, and poorly implemented—left teams unable to trust or use the data to make product decisions.

Product and engineering leads pared down and consolidated events, fixed and documented consistent tracking, and taught colleagues to use Mixpanel through hands‑on, small-group training. The result: clearer, trusted metrics, half the company with Mixpanel access, and faster, data-informed decisions that support continued product growth.

VSCO

Matt Turner

Product Manager