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PostHog

PostHog Setup in Google Tag Manager

Full PostHog setup via Google Tag Manager across all PostHog products: Web Analytics, Product Analytics, and Session Recording. We configure the PostHog GTM template, validate event capture, and set up session recording without collecting sensitive data.

PostHog Analytics GTM

PostHog configured via GTM: template setup, event capture validation, and session recording with correct data masking for inputs and PII.

Best for

Teams deploying PostHog on a website already using GTM who want product analytics, web analytics, and session recording without a separate code deployment.

  • 6-12 hours, PostHog account required
  • Web Analytics, Product Analytics, and Session Recording in scope
  • Data masking configured for inputs and PII in session recordings
  • PostHog Cloud or self-hosted (self-hosted adds setup time)

Overview

How to know if you need PostHog Setup via GTM

  • You want to deploy PostHog on your site without adding code directly to the application or involving developers for every configuration change.
  • You have a PostHog account but have not confirmed that autocapture events match your expected event taxonomy.
  • Session Recording is enabled but you have not configured data masking for form fields and PII-containing elements.
  • You are using PostHog for product analytics and want its event taxonomy aligned with your existing tracking rather than duplicating implementation effort.
  • You want PostHog's Web Analytics, Product Analytics, and Session Recording products set up correctly in one engagement.

What PostHog Setup via GTM covers

  • PostHog project settings configured and the GTM implementation.
  • Autocapture settings reviewed and adjusted to match your expected event taxonomy.
  • Session Recording & heatmaps configured with appropriate data masking for form fields and PII-containing elements.
  • Custom event tracking set up if in scope, aligned with your existing tracking structure.
  • Event validation via PostHog's Live Events view confirming pageviews, autocapture events, and custom events are captured correctly.

PostHog Setup via GTM outcomes

  • A working PostHog implementation via GTM with Web Analytics, Product Analytics, and Session Recording active.
  • Session recordings that do not capture sensitive input data, with a documented list of masked selectors.
  • Configuration documentation covering autocapture rules, masked selectors, and custom event setup for ongoing maintenance.

PostHog Setup via GTM scope and hours

  • 6-12 hours.
  • A PostHog account (Cloud or self-hosted) is required before work starts. Self-hosted setups add time to the scope.
  • GTM container access required for template installation and configuration.
  • Custom events beyond the standard autocapture set are scoped based on your requirements.

What makes our PostHog Setup different

  • Autocapture settings are reviewed and adjusted, not left on default. Default autocapture can produce noisy event data that is hard to interpret.
  • Session Recording data masking is configured before recordings go live, not added later after sensitive data has already been captured.
  • Event taxonomy is aligned with your existing tracking where applicable, so PostHog data and your other analytics tools tell a consistent story.
  • Validation is done via PostHog's Live Events view, not assumed based on the GTM configuration.

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Our approach

How we deliver PostHog Setup in Google Tag Manager.

A structured process built around your stack, your team, and your data.

01

PostHog project setup

We configure your PostHog project settings, decide which products to activate, and establish the event taxonomy to align with your existing tracking.

02

GTM template configuration

The PostHog GTM template is installed and configured with your project API key, autocapture settings, and the correct pageview and session recording parameters.

03

Session recording data masking

CSS selectors for form fields and PII-containing elements are identified and configured so session recordings do not capture sensitive input data.

04

Event validation

We verify that pageviews, autocapture events, and any custom events match the expected taxonomy in PostHog's Live Events view.

05

Documentation

Configuration decisions, autocapture rules, and the masked selector list are documented for ongoing maintenance.

Frequently Asked Questions

Does PostHog work via GTM without a code change to the application?
Yes. The PostHog GTM template handles the installation. You do not need a developer to add code to your application for the base setup. Custom events that depend on application-layer data may still require development work.
What is autocapture?
PostHog's autocapture automatically tracks clicks, form submissions, and page changes without requiring you to define events manually. It generates a lot of data quickly but requires configuration to match what is actually useful to your team.
How does session recording data masking work?
CSS selectors for form fields and PII-containing elements are configured in PostHog so those elements are blocked from the session recording. Text in masked elements is replaced with placeholder characters before the recording is stored.
Does this work with PostHog Cloud and self-hosted?
Yes. The GTM setup works for both. Self-hosted adds time to the scope because the PostHog instance needs to be reachable and correctly configured before integration work begins.
Can PostHog replace GA4?
PostHog covers Web Analytics and Product Analytics with different strengths to GA4. Whether it replaces GA4 depends on your reporting needs. We do not make that recommendation within this service — we set up PostHog correctly for your use case.

Pairs well with

01

PostHog A/B Testing via Google Tag Manager

A/B test setup, ideation, and creation with PostHog Experiments, managed through Google Tag Manager. We configure feature flags via GTM, set up variant exposure events, define success metrics, and validate consistent variant assignment across sessions.

02

Google Tag Manager Audit

Full programmatic export analysis of your GTM container. Every tag, trigger, and variable reviewed: naming conventions, performance impact per tag, consent compliance, broken references, unused elements, and trigger overlaps. Delivered as a prioritised findings report with specific remediation steps.

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