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.

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.

Related

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