om-scogo PostHog Analytics Skill
For implementing product analytics with PostHog - event tracking, user identification, feature flags, and project-specific dashboards.
Sources: PostHog Docs | Product Analytics | Feature Flags
Philosophy
Measure what matters, not everything.
Analytics should answer specific questions:
- Are users getting value? (activation, retention)
- Where do users struggle? (funnels, drop-offs)
- What features drive engagement? (feature usage)
- Is the product growing? (acquisition, referrals)
Don't track everything. Track what informs decisions.
Installation
Next.js (App Router)
npm install posthog-js
// lib/posthog.ts
import posthog from 'posthog-js';
export function initPostHog() {
if (typeof window !== 'undefined' && !posthog.__loaded) {
posthog.init(process.env.NEXT_PUBLIC_POSTHOG_KEY!, {
api_host: process.env.NEXT_PUBLIC_POSTHOG_HOST || 'https://us.i.posthog.com',
person_profiles: 'identified_only', // Only create profiles for identified users
capture_pageview: false, // We'll handle this manually for SPA
capture_pageleave: true,
loaded: (posthog) => {
if (process.env.NODE_ENV === 'development') {
posthog.debug();
}
},
});
}
return posthog;
}
export { posthog };
// app/providers.tsx
'use client';
import { useEffect } from 'react';
import { usePathname, useSearchParams } from 'next/navigation';
import { initPostHog, posthog } from '@/lib/posthog';
export function PostHogProvider({ children }: { children: React.ReactNode }) {
const pathname = usePathname();
const searchParams = useSearchParams();
useEffect(() => {
initPostHog();
}, []);
// Track pageviews
useEffect(() => {
if (pathname) {
let url = window.origin + pathname;
if (searchParams.toString()) {
url += `?${searchParams.toString()}`;
}
posthog.capture('$pageview', { $current_url: url });
}
}, [pathname, searchParams]);
return <>{children}</>;
}
// app/layout.tsx
import { PostHogProvider } from './providers';
export default function RootLayout({ children }: { children: React.ReactNode }) {
return (
<html lang="en">
<body>
<PostHogProvider>
{children}
</PostHogProvider>
</body>
</html>
);
}
React (Vite/CRA)
// src/posthog.ts
import posthog from 'posthog-js';
posthog.init(import.meta.env.VITE_POSTHOG_KEY, {
api_host: import.meta.env.VITE_POSTHOG_HOST || 'https://us.i.posthog.com',
person_profiles: 'identified_only',
});
export { posthog };
// src/main.tsx
import { PostHogProvider } from 'posthog-js/react';
import { posthog } from './posthog';
ReactDOM.createRoot(document.getElementById('root')!).render(
<PostHogProvider client={posthog}>
<App />
</PostHogProvider>
);
Python (FastAPI/Flask)
pip install posthog
# analytics/posthog_client.py
import posthog
from functools import lru_cache
@lru_cache()
def get_posthog():
posthog.project_api_key = os.environ["POSTHOG_API_KEY"]
posthog.host = os.environ.get("POSTHOG_HOST", "https://us.i.posthog.com")
posthog.debug = os.environ.get("ENV") == "development"
return posthog
# Usage
def track_event(user_id: str, event: str, properties: dict = None):
ph = get_posthog()
ph.capture(
distinct_id=user_id,
event=event,
properties=properties or {}
)
def identify_user(user_id: str, properties: dict):
ph = get_posthog()
ph.identify(user_id, properties)
Node.js (Express/Hono)
npm install posthog-node
// lib/posthog.ts
import { PostHog } from 'posthog-node';
const posthog = new PostHog(process.env.POSTHOG_API_KEY!, {
host: process.env.POSTHOG_HOST || 'https://us.i.posthog.com',
});
// Flush on shutdown
process.on('SIGTERM', () => posthog.shutdown());
export { posthog };
// Usage
export function trackEvent(userId: string, event: string, properties?: Record<string, any>) {
posthog.capture({
distinctId: userId,
event,
properties,
});
}
export function identifyUser(userId: string, properties: Record<string, any>) {
posthog.identify({
distinctId: userId,
properties,
});
}
Environment Variables
# .env.local (Next.js) - SAFE: These are meant to be public
NEXT_PUBLIC_POSTHOG_KEY=phc_xxxxxxxxxxxxxxxxxxxx
NEXT_PUBLIC_POSTHOG_HOST=https://us.i.posthog.com
# .env (Backend) - Keep private
POSTHOG_API_KEY=phc_xxxxxxxxxxxxxxxxxxxx
POSTHOG_HOST=https://us.i.posthog.com
Add to credentials.md patterns:
'POSTHOG_API_KEY': r'phc_[A-Za-z0-9]+',
User Identification
When to Identify
// Identify on signup
async function handleSignup(email: string, name: string) {
const user = await createUser(email, name);
posthog.identify(user.id, {
email: user.email,
name: user.name,
created_at: user.createdAt,
plan: 'free',
});
posthog.capture('user_signed_up', {
signup_method: 'email',
});
}
// Identify on login
async function handleLogin(email: string) {
const user = await authenticateUser(email);
posthog.identify(user.id, {
email: user.email,
name: user.name,
plan: user.plan,
last_login: new Date().toISOString(),
});
posthog.capture('user_logged_in');
}
// Reset on logout
function handleLogout() {
posthog.capture('user_logged_out');
posthog.reset(); // Clears identity
}
User Properties
// Standard properties to track
interface UserProperties {
// Identity
email: string;
name: string;
// Lifecycle
created_at: string;
plan: 'free' | 'pro' | 'enterprise';
// Engagement
onboarding_completed: boolean;
feature_count: number;
// Business
company_name?: string;
company_size?: string;
industry?: string;
}
// Update properties when they change
posthog.capture('$set', {
$set: { plan: 'pro' },
});
Event Tracking Patterns
Event Naming Convention
// Format: [object]_[action]
// Use snake_case, past tense for actions
// ✅ Good event names
'user_signed_up'
'feature_created'
'subscription_upgraded'
'onboarding_completed'
'invite_sent'
'file_uploaded'
'search_performed'
'checkout_started'
'payment_completed'
// ❌ Bad event names
'click' // Too vague
'ButtonClick' // Not snake_case
'user signup' // Spaces
'creatingFeature' // Not past tense
Core Events by Category
// === AUTHENTICATION ===
posthog.capture('user_signed_up', {
signup_method: 'google' | 'email' | 'github',
referral_source: 'organic' | 'paid' | 'referral',
});
posthog.capture('user_logged_in', {
login_method: 'google' | 'email' | 'magic_link',
});
posthog.capture('user_logged_out');
posthog.capture('password_reset_requested');
// ===
posthog.capture('onboarding_started');
posthog.capture('onboarding_step_completed', {
step_name: 'profile' | 'preferences' | 'first_action',
step_number: 1,
total_steps: 3,
});
posthog.capture('onboarding_completed', {
duration_seconds: 120,
steps_skipped: 0,
});
posthog.capture('onboarding_skipped', {
skipped_at_step: 2,
});
// === FEATURE USAGE ===
posthog.capture('feature_used', {
feature_name: 'export' | 'share' | 'duplicate',
context: 'dashboard' | 'editor',
});
posthog.capture('[resource]_created', {
resource_type: 'project' | 'document' | 'team',
// Resource-specific properties
});
posthog.capture('[resource]_updated', {
resource_type: 'project',
fields_changed: ['name', 'description'],
});
posthog.capture('[resource]_deleted', {
resource_type: 'project',
});
// === BILLING ===
posthog.capture('pricing_page_viewed', {
current_plan: 'free',
});
posthog.capture('checkout_started', {
plan: 'pro',
billing_period: 'monthly' | 'annual',
price: 29,
});
posthog.capture('subscription_upgraded', {
from_plan: 'free',
to_plan: 'pro',
mrr_change: 29,
});
posthog.capture('subscription_downgraded', {
from_plan: 'pro',
to_plan: 'free',
reason: 'too_expensive' | 'missing_features' | 'not_using',
});
posthog.capture('subscription_cancelled', {
plan: 'pro',
reason: 'string',
feedback: 'string',
});
// === ERRORS ===
posthog.capture('error_occurred', {
error_type: 'api_error' | 'validation_error' | 'network_error',
error_message: 'string',
error_code: 'string',
page: '/dashboard',
});
React Hook for Tracking
// hooks/useTrack.ts
import { useCallback } from 'react';
import { posthog } from '@/lib/posthog';
export function useTrack() {
const track = useCallback((event: string, properties?: Record<string, any>) => {
posthog.capture(event, {
...properties,
timestamp: new Date().toISOString(),
});
}, []);
return { track };
}
// Usage
function CreateProjectButton() {
const { track } = useTrack();
const handleCreate = async () => {
track('project_creation_started');
try {
const project = await createProject();
track('project_created', {
project_id: project.id,
template_used: project.template,
});
} catch (error) {
track('project_creation_failed', {
error_message: error.message,
});
}
};
return <button Project</button>;
}
Feature Flags
Setup
// Check feature flag (client-side)
import { useFeatureFlagEnabled } from 'posthog-js/react';
function NewFeature() {
const showNewUI = useFeatureFlagEnabled('new-dashboard-ui');
if (showNewUI) {
return <NewDashboard />;
}
return <OldDashboard />;
}
// With payload
import { useFeatureFlagPayload } from 'posthog-js/react';
function PricingPage() {
const pricingConfig = useFeatureFlagPayload('pricing-experiment');
// pricingConfig = { price: 29, showAnnual: true }
return <Pricing config={pricingConfig} />;
}
Server-Side (Next.js)
// app/dashboard/page.tsx
import { PostHog } from 'posthog-node';
import { cookies } from 'next/headers';
async function getFeatureFlags(userId: string) {
const posthog = new PostHog(process.env.POSTHOG_API_KEY!);
const flags = await posthog.getAllFlags(userId);
await posthog.shutdown();
return flags;
}
export default async function Dashboard() {
const cookieStore = cookies();
const userId = cookieStore.get('user_id')?.value;
const flags = await getFeatureFlags(userId);
return (
<div>
{flags['new-dashboard'] && <NewFeature />}
</div>
);
}
A/B Testing
// Track experiment exposure
function ExperimentComponent() {
const variant = useFeatureFlagEnabled('checkout-experiment');
useEffect(() => {
posthog.capture('experiment_viewed', {
experiment: 'checkout-experiment',
variant: variant ? 'test' : 'control',
});
}, [variant]);
return variant ? <NewCheckout /> : <OldCheckout />;
}
Project-Specific Dashboards
SaaS Product
## Essential SaaS Dashboards
### 1. Acquisition Dashboard
**Questions answered:** Where do users come from? What converts?
Insights to create:
- [ ] Signups by source (daily/weekly trend)
- [ ] Signup conversion rate by landing page
- [ ] Time from first visit to signup
- [ ] Signup funnel: Visit → Signup Page → Form Start → Complete
### 2. Activation Dashboard
**Questions answered:** Are new users getting value?
Insights to create:
- [ ] Onboarding completion rate
- [ ] Time to first key action
- [ ] Activation rate (% reaching "aha moment" in first 7 days)
- [ ] Drop-off by onboarding step
- [ ] Feature adoption in first session
### 3. Engagement Dashboard
**Questions answered:** How are users using the product?
Insights to create:
- [ ] DAU/WAU/MAU trends
- [ ] Feature usage heatmap
- [ ] Session duration distribution
- [ ] Actions per session
- [ ] Power users vs casual users
### 4. Retention Dashboard
**Questions answered:** Are users coming back?
Insights to create:
- [ ] Retention cohorts (D1, D7, D30)
- [ ] Churn rate by plan
- [ ] Reactivation rate
- [ ] Last action before churn
- [ ] Features correlated with retention
### 5. Revenue Dashboard
**Questions answered:** Is the business growing?
Insights to create:
- [ ] MRR trend
- [ ] Upgrades vs downgrades
- [ ] Trial to paid conversion
- [ ] Revenue by plan
- [ ] LTV by acquisition source
E-Commerce
## Essential E-Commerce Dashboards
### 1. Conversion Funnel
Insights to create:
- [ ] Full funnel: Browse → PDP → Add to Cart → Checkout → Purchase
- [ ] Cart abandonment rate
- [ ] Checkout drop-off by step
- [ ] Payment failure rate
### 2. Product Performance
Insights to create:
- [ ] Product views → purchases (by product)
- [ ] Add to cart rate by category
- [ ] Search → purchase correlation
- [ ] Cross-sell effectiveness
### 3. Customer Dashboard
Insights to create:
- [ ] Repeat purchase rate
- [ ] Average order value trend
- [ ] Customer lifetime value
- [ ] Purchase frequency distribution
Content/Media
## Essential Content Dashboards
### 1. Consumption Dashboard
Insights to create:
- [ ] Content views by type
- [ ] Read/watch completion rate
- [ ] Time on content
- [ ] Scroll depth distribution
### 2. Engagement Dashboard
Insights to create:
- [ ] Shares by content
- [ ] Comments per article
- [ ] Save/bookmark rate
- [ ] Return visits to same content
### 3. Growth Dashboard
Insights to create:
- [ ] New vs returning visitors
- [ ] Email signup rate
- [ ] Referral traffic sources
AI/LLM Application
## Essential AI App Dashboards
### 1. Usage Dashboard
Insights to create:
- [ ] Queries per user per day
- [ ] Token usage distribution
- [ ] Response time p50/p95
- [ ] Error rate by query type
### 2. Quality Dashboard
Insights to create:
- [ ] User feedback (thumbs up/down)
- [ ] Regeneration rate (user asked for new response)
- [ ] Edit rate (user modified AI output)
- [ ] Follow-up query rate
### 3. Cost Dashboard
Insights to create:
- [ ] Token cost per user
- [ ] Cost by model
- [ ] Cost by feature
- [ ] Efficiency trends (value/cost)
Creating Dashboards
Using PostHog MCP
When setting up analytics for a project:
1. First, check existing dashboards:
- Use `dashboards-get-all` to list current dashboards
2. Create project-appropriate dashboards:
- Use `dashboard-create` with descriptive name
3. Create insights for each dashboard:
- Use `query-run` to test queries
- Use `insight-create-from-query` to save
- Use `add-insight-to-dashboard` to organize
4. Set up key funnels:
- Signup funnel
- Onboarding funnel
- Purchase/conversion funnel
Dashboard Creation Workflow
// Example: Creating SaaS dashboards via MCP
// 1. Create dashboard
const dashboard = await mcp_posthog_dashboard_create({
name: "Activation Metrics",
description: "Track new user activation and onboarding",
tags: ["saas", "activation"],
});
// 2. Create insights
const signupFunnel = await mcp_posthog_query_run({
query: {
kind: "InsightVizNode",
source: {
kind: "FunnelsQuery",
series: [
{ kind: "EventsNode", event: "user_signed_up", name: "Signed Up" },
{ kind: "EventsNode", event: "onboarding_started", name: "Started Onboarding" },
{ kind: "EventsNode", event: "onboarding_completed", name: "Completed Onboarding" },
{ kind: "EventsNode", event: "first_value_action", name: "First Value" },
],
dateRange: { date_from: "-30d" },
},
},
});
// 3. Save and add to dashboard
const insight = await mcp_posthog_insight_create_from_query({
name: "Signup to Activation Funnel",
query: signupFunnel.query,
favorited: true,
});
await mcp_posthog_add_insight_to_dashboard({
insightId: insight.id,
dashboardId: dashboard.id,
});
Privacy & Compliance
GDPR Compliance
// Opt-out handling
export function handleCookieConsent(consent: boolean) {
if (consent) {
posthog.opt_in_capturing();
} else {
posthog.opt_out_capturing();
}
}
// Check consent status
const hasConsent = posthog.has_opted_in_capturing();
// Initialize with consent check
posthog.init(key, {
opt_out_capturing_by_default: true, // Require explicit opt-in
respect_dnt: true, // Respect Do Not Track
});
Data to Never Track
// ❌ NEVER track these
posthog.capture('event', {
password: '...', // Credentials
credit_card: '...', // Payment info
ssn: '...', // Government IDs
medical_info: '...', // Health data
full_address: '...', // Detailed location
});
// ✅ OK to track
posthog.capture('event', {
country: 'US', // General location
plan: 'pro', // Product info
feature_used: 'export', // Usage
});
Property Sanitization
// lib/analytics.ts
const SENSITIVE_KEYS = ['password', 'token', 'secret', 'credit', 'ssn'];
function sanitizeProperties(props: Record<string, any>): Record<string, any> {
return Object.fromEntries(
Object.entries(props).filter(([key]) =>
!SENSITIVE_KEYS.some(sensitive => key.toLowerCase().includes(sensitive))
)
);
}
export function safeCapture(event: string, properties?: Record<string, any>) {
posthog.capture(event, sanitizeProperties(properties || {}));
}
Testing Analytics
Development Mode
// Disable in development
if (process.env.NODE_ENV === 'development') {
posthog.opt_out_capturing();
// Or use debug mode
posthog.debug();
}
E2E Testing
// playwright/fixtures.ts
import { test as base } from '@playwright/test';
export const test = base.extend({
page: async ({ page }, use) => {
// Mock PostHog to capture events
await page.addInitScript(() => {
window.capturedEvents = [];
window.posthog = {
capture: (event, props) => {
window.capturedEvents.push({ event, props });
},
identify: () => {},
reset: () => {},
};
});
await use(page);
},
});
// In tests
test('tracks signup event', async ({ page }) => {
await page.goto('/signup');
await page.fill('[name=email]', 'test@example.com');
await page.click('button[type=submit]');
const events = await page.evaluate(() => window.capturedEvents);
expect(events).toContainEqual({
event: 'user_signed_up',
props: expect.objectContaining({ signup_method: 'email' }),
});
});
Debugging
PostHog Toolbar
// Enable toolbar for debugging
posthog.init(key, {
// ...
loaded: (posthog) => {
if (process.env.NODE_ENV === 'development') {
posthog.debug();
// Toolbar available via PostHog dashboard
}
},
});
Event Debugging
// Log all events in development
posthog.init(key, {
_onCapture: (eventName, eventData) => {
if (process.env.NODE_ENV === 'development') {
console.log('PostHog Event:', eventName, eventData);
}
},
});
Quick Reference
Event Checklist by User Lifecycle
## Must-Track Events
### Acquisition
- [ ] `page_viewed` (automatic with capture_pageview)
- [ ] `user_signed_up`
- [ ] `user_logged_in`
### Activation
- [ ] `onboarding_started`
- [ ] `onboarding_step_completed`
- [ ] `onboarding_completed`
- [ ] `first_[key_action]` (your "aha moment")
### Engagement
- [ ] `[feature]_used`
- [ ] `[resource]_created`
- [ ] `search_performed`
- [ ] `invite_sent`
### Revenue
- [ ] `pricing_page_viewed`
- [ ] `checkout_started`
- [ ] `subscription_upgraded`
- [ ] `subscription_cancelled`
### Retention
- [ ] `session_started`
- [ ] `feature_[x]_used` (power features)
Dashboard Templates
| Project Type | Key Dashboards |
|---|---|
| SaaS | Acquisition, Activation, Engagement, Retention, Revenue |
| E-Commerce | Conversion Funnel, Product Performance, Customer LTV |
| Content | Consumption, Engagement, Growth |
| AI/LLM | Usage, Quality, Cost |
| Mobile App | Installs, Onboarding, DAU/MAU, Crashes |
Properties to Always Include
// Auto-enriched by PostHog
$current_url
$browser
$device_type
$os
// Add these yourself
user_plan // 'free' | 'pro' | 'enterprise'
user_role // 'admin' | 'member'
company_id // For B2B
feature_context // Where in the app