Web analytics
Contents
Web analytics gives you a simple dashboard of the numbers every website team looks at – visitors, pageviews, sessions, bounce rate, top pages, and where your traffic came from. It's built for people who really liked GA3, without the setup tax.
Because it runs on the same events as the rest of PostHog, a traffic number is never a dead end. Click through from a landing page to the session replays behind it, tie ad spend to conversions in marketing analytics.
Where you can use it
Explore your traffic in the PostHog web app, or pull the same numbers into your editor and your own reports.
PostHog Web
The dashboard, live traffic, conversion goals, and marketing analytics, with replays one click away.
Explore your traffic →PostHog MCP
Check traffic, diagnose marketing setup, and read heatmaps from any MCP client or AI editor.
Query traffic →API
Send traffic in, and pull visitors, sessions, and heatmap data into your own reports.
Use the API →PostHog also sends traffic out on a schedule: a weekly digest of visitors, pageviews, sessions, bounce rate, top pages, and traffic sources arrives by email and as an in-app notification, so the numbers reach you without anyone opening the dashboard.
Where its data comes from
Web analytics runs on the traffic your site already sends to PostHog. Pageviews and sessions come from the SDK, channels and campaigns are derived from each session's entry referrer and UTM tags, and marketing analytics adds cost data pulled from your ad platforms.
Sessions and pageviews
Every $pageview the SDK captures, grouped into sessions with entry paths, duration, and bounce.
Channels and campaigns
Channel type derived at ingestion from each session's entry referrer, UTM tags, and ad click IDs.
See channel types →Ad platform sources
Cost, clicks, and impressions synced from Google, Meta, LinkedIn, TikTok, Reddit, and Bing ads.
Connect ad platforms →Bot and AI traffic
Crawlers, AI agents, and automation classified at query time so you can measure or exclude them.
Classify bot traffic →