SaaS Product Tracking
Full-stack analytics for SaaS: web analytics on the marketing site (PostHog or GA4, deployed via GTM) through to in-app product analytics. PostHog covers both layers on the free tier; GA4 via GTM handles the web layer if you prefer a dedicated web analytics tool. For teams with data residency requirements, we also offer a self-hosted on-prem alternative. GDPR compliance built in from day one.
Full-funnel analytics covering both the marketing site (PostHog or GA4 via GTM) and in-app product behaviour. PostHog free tier handles both layers in one platform at no cost. GDPR-compliant session recording, consent integration, funnels, retention, and cohorts all included. Self-hosted option available for compliance-heavy environments.
SaaS products that need to understand where users drop off in onboarding, which features drive retention, and how landing page traffic converts to active users inside the application.
- Web analytics via PostHog or GA4, deployed through GTM
- In-app product analytics via PostHog free tier or other product analytics tools
- Full funnel from landing page visit to in-app feature usage
- GDPR compliance: session recording data masking, consent integration
Overview
How to know if you need SaaS Product Tracking
- You know how many people visit your landing page but not how many complete onboarding inside the app.
- You have user accounts in your database but no reliable view of which features each cohort actually uses.
- Your analytics stops at the sign-up form. Everything that happens inside the authenticated app is a blind spot.
- You are making product decisions based on support tickets and intuition rather than behavioural data.
- You have a GDPR obligation and are not confident that any product analytics you add will be compliant.
What SaaS Product Tracking covers
- Tracking plan scoped to your product: the events, properties, and user identifiers that answer your current product questions.
- Web analytics setup on your marketing site: PostHog or GA4, deployed and configured via GTM to capture traffic, campaigns, and conversion events from the first visit.
- Tool selection for in-app product analytics where needed: we advise on PostHog or other product analytics tools based on your requirements. Implementation via GTM or in-code depending on your stack.
- Implementation across your marketing site and authenticated application, with proper user identification at sign-in so sessions are joined correctly.
- Full-funnel funnels from landing page visit through sign-up, onboarding steps, and core feature usage.
- Retention and cohort reports so you can see which user segments stay active and which churn within the first 30 days.
- Session recording configured with data masking rules to exclude form inputs, passwords, and any field containing personal data.
- GDPR consent integration: session recording and tracking respects consent state, configured to match your existing cookie banner.
- Feature flag infrastructure set up and ready to use for gradual rollouts and A/B tests.
SaaS Product Tracking outcomes
- A working product analytics implementation covering your full user journey from first visit to in-app activity.
- Funnels, retention reports, and cohorts that answer the product questions you are currently making decisions without.
- GDPR-compliant session recording with data masking built in from the start.
- A tracking plan document recording every event, property, and user identifier so your team can maintain and extend the implementation.
Scope and hours
- Typically 12-30 hours depending on application complexity, the tools selected, and the number of funnels scoped.
- PostHog free tier covers most early-stage products at no licensing cost and handles both web analytics and in-app product analytics in one platform.
- Implementation is via GTM for the marketing site layer and in-code for the application layer. Both approaches are supported across all tools.
- For teams with data residency requirements that prevent using cloud-based analytics, see our On-Prem Data Products track for a separate engagement.
What makes this different
- We start with a tracking plan, not with installation. Without a defined plan, any analytics tool captures data that does not answer a specific question.
- Web analytics and product analytics are treated as one connected system, not two separate implementations. The marketing-to-app funnel only works when both layers join correctly at sign-in.
- GTM is used for the marketing site layer where possible, which keeps the implementation manageable and auditable without requiring a code deployment for every tracking change.
- GDPR compliance is part of the implementation, not an afterthought. Session recording data masking and consent integration are built in from day one.
More Special services
View all Special Services servicesWant to try before you commit?
- Looking to try out Beluacode but not sure about it? You can always ask us for a free audit.
- Free, no strings attached. We deliver the results and wish you a great day.
- You will not be forced to talk to us, no call needed to release the results :)
How we deliver SaaS Product Tracking.
A structured process built around your stack, your team, and your data.
Discovery and tracking plan
We document the product questions your team is currently making decisions without, and define the events, properties, and funnels needed to answer them. Nothing is implemented without a tracking plan.
Tool selection and setup
Where tools are not already decided, we advise based on your requirements. PostHog for both layers is the default recommendation. GA4 via GTM is used for the web layer if preferred. The project or instance is configured with the correct data region, session recording, and ingestion settings.
Marketing site implementation via GTM
Web analytics deployed on your marketing site through GTM: PostHog or GA4 configured to capture landing page visits, campaign attribution, CTA interactions, and conversion events with the anonymous user identifier.
Application implementation in-code
Product analytics deployed inside your authenticated application via the tool's SDK. Identify call configured at sign-in to join anonymous and authenticated sessions. Events instrumented for onboarding steps and core feature interactions.
GDPR and consent
Session recording data masking rules applied. Tracking gated on consent state and integrated with your existing cookie banner.
Funnels, retention, and validation
Funnels, cohorts, and retention reports configured. Validation confirms every event fires correctly with the right properties before handover.
Frequently Asked Questions
Which analytics tool do you recommend?
How is the implementation deployed?
How is GDPR compliance handled?
Do you cover both the marketing site and the app?
We already have GA4 on the marketing site. Does this replace it?
Pairs well with
On-Prem Product Analytics
A self-hosted product analytics stack built for organisations that cannot send user behavioural data to US-based cloud services. Funnels, retention, cohort analysis, and session recording, all running on your own infrastructure, owned entirely by you, with no external data dependency.
Meta and Google Ads Conversion Uplift
A structured package covering the technical infrastructure that improves conversion measurement accuracy and testing quality: server-side tracking, Google Tag Gateway, anti-adblocker routing, and A/B test infrastructure with hypothesis setup driven by your actual data.
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