Web analytics dashboard
A hedgehog looking at web analytics
Web Analytics

Privacy-focused web analytics

Web analytics is one of the tools that makes your product self-driving: the lightweight measurement layer that feeds agents traffic context. Built to natively work with session replay, feature flags, experiments, and surveys.

Get started - free

Install with AI in a single prompt

Paste into your terminal or code editor and make AI do the work.

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What does it do?

Mobile hog

Web Analytics is a pre-built dashboard for website traffic – visitors, pageviews, sessions, bounce rate, referrers, UTMs, and Core Web Vitals – without the GA4 maze. Drop in a snippet (or use a no-code install), get real-time data, and optionally skip cookies entirely. Same events power product analytics and session replay when you want to go deeper.

Who is it for?

Web Analytics is used across teams depending on your role.

Role
Use cases
Growth Marketers
See which channels, UTMs, and landing pages drive visits and conversions
Founders
Check traffic health on a pre-built dashboard without waiting on a data team
Product Engineers
Validate deploys – did pageviews, bounce rate, or Web Vitals move after ship?
Growth Engineers
Find high-bounce pages, scroll drop-off, and campaign paths worth fixing
Content & SEO
Rank pages by entrances, bounce, and conversion to prioritize what to rewrite

How do I use it?

There are a few ways to explore Web Analytics.

Check traffic without leaving your editor

Ask PostHog AI about traffic from Cursor, Claude Code, VS Code, or any MCP-compatible agent – then keep coding with the answer in context.

Validate deploys
Did pageviews or bounce rate move on the pages you just shipped?
Diagnose anomalies
Investigate a sudden drop in sessions before you dig into the codebase.
Prioritize what to build
See which referrers, UTMs, or channels are driving visits right now.

Install the PostHog MCP

Learn more
npx @posthog/wizard mcp add

Supports Next.js, React, Python, and

Top features

Web analytics dashboard

Track visitors. Cookies not required.

If you're privacy-focused, our cookieless option means you don't need to add a cookie banner just for your web analytics.

Visitors & pageviews
Track unique visitors and total page views with real-time updates
Sessions & duration
Monitor visit frequency and how long users stay engaged
Bounce rate
See what percentage of users leave after viewing one page
Entry & exit paths
Understand where users start and end their journeys

AI prompts

Query web analytics data to check traffic trends, investigate anomalies, and build dashboards. Works in PostHog AI (in-app chat), PostHog Desktop (our AI code editor), and in your product editor (using the MCP). Already signed in? Click a prompt to try it.

Works with other PostHog tools

Use Web Analytics with these other PostHog apps to maximize shareholder value.

Works with...

  • Product Analytics

    Go deeper than a dashboard by building your own insights and SQL queries from scratch.

  • Session Replay

    Get more context by watching what users actually do on your site. Spot the nuances that quantifiable data doesn't tell you.

  • Surveys

    Get even more context by sending surveys to users. Arrange interviews. Ask questions. Serve pop-ups.

Changelog

Recent updates from the Web Analytics Team.

July 2026(3)

  • Jul 24

    AI traffic gets its own channel

    Visits from AI assistants such as ChatGPT, Claude, and Perplexity are classified in a dedicated Web Analytics AI traffic channel instead of…

  • Jul 24

    Recognize more AI agent traffic

    Electron desktop apps such as Claude and ChatGPT, plus self-declared AI crawlers, are classified as AI agents in Web Analytics.

  • Jul 24

    Query Core Web Vitals with MCP

    The new query-web-vitals MCP tool returns Core Web Vitals path breakdowns with metric, percentile, and threshold options, without…

April 2026(2)

March 2026(1)

February 2026(2)

January 2026(1)

  • Jan 8

    Average time on page

    You can now find average time on page metrics under Web Analytics > Pages reports tab.

December 2025(3)

  • Dec 23

    Marketing Analytics is GA 🔔

    Marketing Analytics is now available to everyone. Track campaigns, costs, and conversions across multiple advertising platforms, all in one…

  • Dec 12

    Map campaigns to non-integrated sources

    Non-integrated conversions (those with UTM parameters that don’t match any integrated campaign data) are now shown in a separate table in…

  • Dec 12

    Installation health for Web Analytics

    There’s a new Health tab that shows how your Web Analytics installation setup is doing at a glance. If something important is missing,…

View full changelog

Questions?

Answers

There are a few ways you can get answers to specific questions about Web Analytics.

  1. Check the docs

    We have an entire docs-wizard dedicated to docs gardening.

  2. Search the community forums

    With over 100 discussions about Web Analytics, there's a good chance your answer is already answered!

  3. Ask PostHog AI

    It's an incredibly useful AI chat that understands the product, docs, community questions, our codebase, GitHub issues, and industry knowledge.

  4. Talk to a human

    Dedicated humans are standing by and ready to assist. Best for questions about volume pricing, terms, and sexy legal stuff.

Recent discussions

View all questions

Feature comparison

GA4
compare
Matomo
compare
Bounce rate
See the percentage of users that leave after one pageview
✓
✓
✓
Conversions
Track actions you want users to take
✓
✓
✓
Custom channel types
Create custom channel types by defining rules that match incoming events
✓
✓
✗
Entry and exit paths
See the pages users first visit and the last ones before they leave
✓
✓
✓
Movement maps
Visualize mouse movements
✗
✓
Outbound clicks
See the links that take users away
✓
✓
✓
Pageviews
Track visitors and their views
✓
✓
✓
Sessions
Track unique sessions and their durations
✓
✓
✓
Traffic breakdown
See where your visitors and conversions are coming from
✓
✓
✓
UTM tracking
Track marketing campaigns with UTM tags
✓
✓
✓
Web vitals
Monitor the performance of your website
✓
✗
✓
Cookieless tracking
Track users without cookies
✓
✓
✓
Snippet install
Install HTML snippet
✓
✓
✓
Search tools
Get keyword data and track search ad performance
✗
✓
✓
Migration from Google Analytics
Migrate data from Google Analytics
✓
✓
✓
Script size
Size of the script that runs on your site
56.8 kb
371 kb
✗

Install

Add a snippet, SDK, or no-code install – then open the pre-built dashboard. Autocapture handles pageviews; cookieless mode is optional.

Get started – free

No credit card required. You get the first 1,000,000 events free every month, then pricing starts at $0.00005/event and reduces with volume.

Install with AI

Run this command in your terminal or AI editor.
npx -y @posthog/wizard@latest

Supports Next.js, React, Python, and

Install without AI

Sign up for a free account and follow the install instructions for your stack.

Get started - free