Mixpanel, PostHog, Amplitude. How we measure behaviour — and which events actually tell you something.
Category · Data & Analytics
Measure behaviour, don't just count clicks.
Product analytics measures what users actually do in a product: which steps they take, where they drop off, what brings them back. Mixpanel, PostHog and Amplitude are built for it — funnels, retention curves and cohorts rather than mere page views.
The difference from classic web tracking: this is about events and user journeys, not reach figures for a quarterly report.
Which events matter to us.
We track the few events that carry a decision: activation, the decisive aha moment, return. We like to use PostHog where self-hosting and GDPR sovereignty matter — the data then stays under your own control, which is no side issue given our ISO 27001 requirements.
More events aren't more insight.
Track everything and you drown in dashboards nobody opens. An event is only meaningful if you've decided beforehand which question it answers and what action follows from it. A hundred events without a hypothesis are expensive noise — three good events change a roadmap.