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Marketing

PostHog

Portrait of Robert Klimant, co-founder of Roelu Studio
Robert KlimantCo-founder

What is PostHog?

PostHog is an open-source product analytics platform that bundles event tracking, session replay, feature flags, A/B testing, heatmaps, and surveys into a single tool. It can be self-hosted or used as a managed cloud service. PostHog was founded in 2020 and has become a common choice for product and growth teams that want product analytics without stitching together five different vendors.

Why it matters

Most analytics stacks are a Frankenstein — Google Analytics for traffic, Mixpanel or Amplitude for product events, Hotjar for heatmaps, LaunchDarkly for feature flags, Optimizely for A/B tests. Each one is a separate bill, a separate snippet, a separate model of the user. PostHog collapses that into one tool, which means cleaner data, lower cost, and less time wasted reconciling dashboards that disagree. It is part of the Roelu stack by default because it gives marketing and product teams a shared source of truth without forcing engineering to integrate four vendors. The trade-off is depth — for very specialized use cases, the specialist tools still win.

How it works

Engineering adds the PostHog snippet or SDK to the site and the product. From there, events fire automatically for common interactions, and custom events get added for the actions the business actually cares about — signup completed, plan upgraded, demo booked. PostHog stores the events, ties them to user profiles, and exposes the data through dashboards, funnels, retention reports, and cohorts. Feature flags get toggled in the same interface to control rollouts and run experiments. Session replays let teams watch real sessions to understand why a funnel is leaking. The whole stack runs on first-party data, which makes it more resilient to ad-blockers and tracking restrictions than third-party analytics.

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