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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.

TLDR

PostHog configured via GTM: template setup, event capture validation, and session recording.

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
  • Web Analytics, Product Analytics, and Session Recording in scope
  • PostHog Cloud or self-hosted (self-hosted adds setup time)

Depending on your existing setup, some steps below can be shortened or skipped entirely.

Delivery roadmap

How we deliver PostHog Setup in Google Tag Manager.

Step 01

Event tracking strategy

Before any GTM work, we define which custom events to implement, what properties to capture, and how the taxonomy maps to your existing tracking.

Step 02

PostHog project and GTM setup

PostHog project settings configured, products activated, GTM template installed with your API key, autocapture adjusted, and custom events implemented per the agreed strategy.

Step 03

CMP and consent integration

PostHog firing rules are synced with your CMP so the tag only loads after consent is given. Works with any CMP, including custom implementations.

Step 04

Validation and documentation

Events verified via PostHog's Live Events view. Event strategy, autocapture rules, masked selectors, and configuration decisions documented for ongoing maintenance.

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 events are not validated or your autocapture is generating noise you cannot interpret.
  • You need a custom event tracking strategy and implementation, not just a base install.

What PostHog Setup via GTM covers

  • An initial event tracking strategy: which custom events to implement, what properties to capture, and how to align them with your existing tracking.
  • Custom events implemented in GTM based on the agreed strategy.
  • Autocapture settings reviewed and adjusted for data quality, not quantity.
  • Session Recording configured.
  • PostHog firing rules synced with your CMP so PostHog only loads after consent is given. Works with any CMP, including custom implementations.
  • Cookieless tracking setup if required

PostHog Setup via GTM outcomes

  • PostHog collecting the right events with validated data from day one, not raw autocapture noise.
  • Session recordings and other tracking features fully compliant or in cookieless mode.
  • Configuration documentation covering all the work we have scoped with walkthrough call.

PostHog Setup via GTM scope and hours

  • 6-12 hours.

What makes our PostHog Setup different

  • We define an event strategy before touching GTM.
  • PostHog is wired to your CMP before anything goes live. Consent state controls whether PostHog loads at all.
  • Validation is done via PostHog's Live Events view, not assumed based on the GTM configuration.

More PostHog services

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Free

Free Generic Tracking

A high-level review of your overall tracking setup: event coverage, obvious configuration errors, attribution quality, and the highest-impact quick wins across your analytics and ad platforms.

Free

Free GTM Container

A surface-level review of your Google Tag Manager container: tag count, obvious duplicates, missing consent triggers, broken references, and the highest-impact issues. Delivered as a written summary.

Free

Free Consent Mode

A basic review of your Google Consent Mode v2 implementation: whether it is configured, which mode is active (Basic or Advanced), and whether consent states appear to be respected by your key tags.

Free

Free Website Performance

A Lighthouse-based snapshot of your Core Web Vitals on key page templates, with a basic assessment of how your tag stack is affecting page speed. Delivered as a written summary with the top tag-related performance issues identified.

Free

Free GA4 Analytics

A spot-check of your GA4 property: event volume, obvious tracking gaps, and a comparison of your reported conversion numbers against expected behaviour. Delivered as a written summary with the top issues identified.

What we wrote about

Further reading on this topic.

Articles and guides related to this service.

01
How to Install PostHog with Google Tag Manager Step-by-step guide to implementing PostHog via GTM without modifying your website code, including GDPR compliance and verification.

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.
Does this include CMP integration?
Yes. We configure PostHog to fire only after the user has given consent, synced with your CMP via GTM. This works with any CMP, including Cookiebot, OneTrust, Osano, and custom-built solutions. If you do not have a CMP, we flag that as a prerequisite before PostHog goes live.

Pairs well with

01

PostHog A/B Testing

A/B test setup and ideation with PostHog Experiments, implemented via GTM or directly in your codebase. We review existing event data to inform test ideas, configure feature flags, set up exposure events, define success metrics, and validate consistent variant assignment.

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 more. Delivered as a prioritised findings report with specific remediation steps.

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