Web analytics in PostHog Web

The PostHog web app is home base for web analytics. It's where you read the dashboard, watch traffic arrive in real time, break visits down by channel, page, device, or country, and check whether the goals you care about are converting.

Open Web analytics in PostHog to see the overview: visitors, pageviews, sessions, average session duration, and bounce rate, each compared to the previous period. Click any row – a landing page, a referrer, a UTM source – to filter the whole dashboard to it, then jump straight into the session replays behind the number.

Before you start

1. Set up Web Analytics – install PostHog on your site so pageviews are captured.
2. Open the web app – no install needed, just sign in to PostHog.

What you can do here

• Read the dashboard – visitors, pageviews, paths, channels, referrers, UTMs, world map, retention, and active hours, all filterable.
• Track conversion goals – pick the events that matter and see conversions and conversion rate next to your traffic.
• Watch traffic live – a real-time feed of events as they arrive, before processing and storage.
• Tie ad spend to conversions – cost, clicks, CPC, and ROAS per campaign from your connected ad platforms.
• Check web vitals – LCP, CLS, INP, and FCP per page, so slow pages show up next to the traffic they're costing you.
• Ask PostHog AI – investigate a spike or drop, build a dashboard, or set filters in plain language. It's an interaction mode inside the web app, not a separate surface. See investigating traffic with PostHog AI.

Self-driving reports

A scout reads your traffic, finds segments that have stepped away from their own baseline, and writes each one up as a report in the Self-driving inbox. To get these reports, set up Self-driving.

Unlike error tracking, these scouts stop at the report. They don't open a draft pull request.

How a traffic change becomes a report

A scout watches your sessions data for the changes a site-wide total hides:

• Acquisition divergence – one channel's session volume stepping away from its own rhythm while overall traffic holds, like an SEO drop, a paused ad account, or a referrer going dark.
• Attribution breakage – campaign traffic that didn't disappear but got reclassified into Direct or Unknown because UTM tagging or referrer propagation broke. The tell is paired opposite moves between channels that net to zero in the total.
• Site-health steps – a landing page whose bounce rate steps above its own history, a 404 surface spiking, or an entry path cliffing.

Each finding is compared against the same window 7, 14, 21, and 28 days back, so day-of-week seasonality doesn't get mistaken for a change. A second scout does the same for web vitals regressions per page, banding each metric by device and connection rather than averaging fast and slow visitors together.

A report only gets filed when the scout has named the specific segment, dated the onset, and can show that the aggregate held – that last part is what makes a segment-level finding worth your time.

Why there is usually no pull request

Web analytics findings are mostly not code problems, and even when they are, the code usually isn't somewhere PostHog can reach. An SEO drop, a paused ad account, a referrer going dark, or a campaign missing its UTM tags lives in your site, your campaign tooling, or your marketing stack – not in a repository a coding agent can open a pull request against.

So both scouts default to filing the finding as a report for a human reviewer. The rare exception is a finding whose fix is well-localized in a repository the scout can confidently name from your project context – a web vitals regression traced to a specific asset, say. That path exists, but it isn't the default, and you shouldn't plan around it.

What you can do with a report

• Read the report – the segment, the date it moved, the queries behind it, and for a web vitals finding, a cause hypothesis and suggested remediation.
• Ask questions – start a discussion with an agent about the report to dig further before you act.
• Follow the activity – the report's activity log shows what happened to it and when.
• Decide what happens next – fix the tagging, restart the ad account, chase the broken redirect, or dismiss the report. It's your call, and nothing happens until you make it.

Related

• Get set up end to end in Start here.
• Query the same numbers from your editor over MCP.
• Pull the same data into your own reports with the API.
• Not sure which tool to reach for? See web vs product analytics.