Analytics User Guide

Who This Guide Is For

This guide is for marketing and product team members who need to understand what Uvilo tracks and how to find insights in our analytics dashboards. You do not need to be technical — no code knowledge is required.

How Our Analytics Work

Uvilo uses two analytics platforms, each with a different focus:

Google Analytics (GA4) handles the marketing side. It tracks how people find our website (search, social, email campaigns), what they click on before signing up, and which acquisition channels convert best. If your question is “where are our users coming from?”, GA4 is where you look.

PostHog handles the product side. It tracks what users do after they sign up — completing their profile, choosing a coach, taking quizzes, progressing through their coaching journey, and more. If your question is “what are users doing inside the product?”, PostHog is where you look.

Both platforms receive data automatically. You do not need to add tracking code or configure anything to start seeing events — the engineering team has already instrumented the app.

What We Track

Every meaningful user action is recorded as a named event. Events follow a consistent object_action naming pattern, so they are easy to scan and filter.

Acquisition Events (GA4)

These events track how people discover and arrive at Uvilo:

• page_view — someone visited a marketing page (landing page, signup page, etc.)
• cta_clicked — someone clicked a call-to-action button on the marketing site

GA4 also automatically captures UTM parameters (utm_source, utm_medium, utm_campaign) from marketing links, so you can measure which campaigns are driving traffic and signups.

User Lifecycle Events (PostHog + GA4)

These events track a user’s progression through onboarding and into the product. Events marked “Both” appear in both GA4 and PostHog; events marked “PostHog” appear only in PostHog.

• signup_started (Both) — a new user created an account
• signup_completed (Both) — the user verified their email address
• phone_added (PostHog) — the user added a phone number
• phone_verified (PostHog) — the user verified their phone number
• profile_completed (Both) — the user filled in all required profile fields
• coach_assigned (PostHog) — the user selected their AI coach for the first time
• coach_changed (PostHog) — the user switched to a different coach
• journey_step_started (PostHog) — the user began a new step in their coaching journey
• journey_step_completed (PostHog) — the user finished a step in their coaching journey
• domains_assigned (PostHog) — the user selected their life domains for the first time
• domains_changed (PostHog) — the user modified their life domain selections

Quiz Events (PostHog)

• quiz_started — the user began a quiz
• quiz_completed (also in GA4) — the user finished a quiz
• quiz_scored — the system computed the user’s quiz results

Notification Events (PostHog)

• notification_sent — the system sent the user a push, email, or in-app notification

GA4 Conversions

Some events are marked as conversions in GA4. These are the high-value milestones that matter most for measuring acquisition success: signup_started, signup_completed, profile_completed, and quiz_completed. Conversion events appear in GA4’s conversion reports and can be used as goals for ad campaigns.

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Using Google Analytics (GA4)

GA4 is our window into acquisition: where users come from, which marketing channels perform best, and how many visitors convert into signups.

Accessing GA4

1. Go to analytics.google.com
2. Sign in with your Uvilo Google Workspace account
3. Select the Uvilo property from the property selector in the top-left

If you do not see the Uvilo property, ask a team admin to grant you access.

Key Reports

Acquisition Overview (Reports → Acquisition → Overview) — shows how users are finding Uvilo: organic search, paid campaigns, social, direct visits, etc. This is the first place to look when evaluating marketing performance.

Traffic Acquisition (Reports → Acquisition → Traffic acquisition) — breaks down sessions by channel, source, and medium. Use this to compare how different campaigns or platforms are performing. You can filter by utm_campaign to see results for a specific campaign.

Conversions (Reports → Engagement → Conversions) — shows how many users hit each conversion milestone (signup_started, signup_completed, profile_completed, quiz_completed). Use this to understand where the funnel narrows.

User Acquisition (Reports → Acquisition → User acquisition) — similar to Traffic Acquisition but attributes each user to the channel that brought them in for the first time (first-touch attribution).

Common Tasks in GA4

See how a specific campaign is performing: Go to Traffic Acquisition, click “Add filter”, select Session campaign, and type your campaign name. You will see sessions, conversions, and engagement metrics for just that campaign.

Compare channels over time: In any Acquisition report, use the date picker in the top-right to set your date range, then click “Add comparison” to compare two time periods or two channels side by side.

Check conversion rates: Go to the Conversions report and look at the conversion count relative to total users. For funnel analysis (e.g., what percentage of signups complete their profile), you may want to build a custom funnel in the Explore section — see below.

Explorations (Advanced)

GA4’s Explore section (left sidebar → Explore) lets you build custom analyses. The most useful exploration type for Uvilo is the Funnel exploration, which lets you define a sequence of steps (e.g., signup_started → signup_completed → profile_completed → quiz_completed) and see how many users progress through each stage and where they drop off.

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Using PostHog

PostHog is our primary product analytics tool. It captures everything that happens after a user signs up, and it provides powerful tools for understanding user behavior: event feeds, funnels, retention charts, session recordings, and more.

Accessing PostHog

1. Go to us.posthog.com (or the host URL configured for your project)
2. Sign in with your PostHog account
3. Make sure you are in the correct Uvilo project (check the project name in the top-left)

If you do not have an account, ask a team admin to invite you.

The Activity Feed

The Activity page (left sidebar → Activity) shows a real-time stream of events as they happen. This is useful for verifying that tracking is working (“I just signed up a test user — did the events fire?”) and for getting a feel for what users are doing right now.

You can filter the activity feed by event name, user, or time range. Click on any event to see its full properties.

Events & Properties

The Events page (left sidebar → Data Management → Events) lists every event type we track, along with how often each event fires. Click on an event name to see its properties (the metadata attached to each event, such as quiz_handle, coach_id, or onboarding_track).

This is a good reference when you are building a new insight and need to know what data is available.

Insights (Charts and Tables)

Insights is where you build charts, tables, and visualizations. Go to left sidebar → Product Analytics → Insights, then click “New insight.” PostHog offers several insight types:

Trends — the most common type. Shows event counts (or unique users) over time. Use this to answer questions like “how many quizzes were completed this week?” or “how is signup volume trending?” You can break down by any event property — for example, break down quiz_completed by quiz_handle to see which quizzes are most popular.

Funnels — shows conversion through a sequence of steps. Define the steps (e.g., signup_started → profile_completed → quiz_completed) and PostHog will show you the drop-off at each stage, the overall conversion rate, and the median time between steps. This is the go-to tool for understanding where users get stuck in onboarding.

Retention — shows how many users come back after their first visit or first action. Use this to answer “of the users who signed up last month, how many completed a quiz within 7 days?”

User Paths — visualizes the sequence of events users take. This is useful for discovery: rather than testing a hypothesis, you can explore what users actually do after signing up and spot unexpected patterns.

Lifecycle — categorizes users into new, returning, resurrecting, and dormant. Use this to monitor the health of your user base over time.

Persons (User Profiles)

The Persons page (left sidebar → Persons & Groups) shows individual user profiles. Click on any user to see their complete event history, their properties (onboarding track, coach, country, etc.), and their session recordings.

This is invaluable for qualitative research. If you see an unusual pattern in the data (e.g., a user who started three quizzes but never completed one), you can pull up their profile and watch their session recording to understand why.

Note on alpha/beta testing: During our alpha/beta phase, users are identifiable by email in PostHog (this is a temporary setting that will be turned off before production). You can search for specific users by email in the Persons page.

Session Recordings

PostHog records user sessions so you can watch exactly what a user saw and did. Go to left sidebar → Session Replay to browse recordings. You can filter by event (e.g., “show me sessions where quiz_started fired but quiz_completed did not”) to find sessions where users struggled.

Session recordings are one of the most powerful tools for understanding user experience. They complement quantitative data — numbers tell you what is happening, recordings tell you why.

Feature Flags

PostHog manages our feature flags, which control gradual rollouts and A/B tests. Go to left sidebar → Feature Flags to see active flags. If you are running an experiment, the feature flag value is included as a property on relevant events, so you can filter any insight by flag value to compare variant performance.

Dashboards

Dashboards collect multiple insights into a single view. Go to left sidebar → Dashboards to see existing dashboards or create a new one. As we build out our analytics practice, we will create standard dashboards for onboarding performance, quiz engagement, and coaching journey progression.

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Common Questions and Where to Find Answers

Question	Tool	Where to Look
Where are our users coming from?	GA4	Acquisition → Traffic acquisition
Which campaign drove the most signups?	GA4	Traffic acquisition, filter by campaign
How many users signed up this week?	GA4 or PostHog	GA4: Conversions report. PostHog: Trends insight on signup_started
What percentage of signups complete their profile?	PostHog	Funnel: signup_started → profile_completed
Where do users drop off in onboarding?	PostHog	Funnel: signup_started → signup_completed → profile_completed → coach_assigned → domains_assigned → quiz_completed
Which quizzes are most popular?	PostHog	Trends insight on quiz_completed, broken down by quiz_handle
Are users progressing through their coaching journey?	PostHog	Trends insight on journey_step_completed over time
Why did a specific user abandon a quiz?	PostHog	Persons → find user → Session Recordings
How is retention looking?	PostHog	Retention insight: first event = signup_started, returning event = quiz_completed (or any engagement event)
Is our A/B test winning?	PostHog	Trends or Funnel insight, broken down by the feature flag property

Glossary

• Event — a recorded user action or system action (e.g., signup_started, quiz_completed)
• Property — metadata attached to an event (e.g., quiz_handle, coach_id, onboarding_track)
• Conversion — a high-value event that represents a key milestone (marked in GA4 as a conversion event)
• UTM parameters — tags added to marketing URLs to identify the source, medium, and campaign (utm_source, utm_medium, utm_campaign)
• Distinct ID — the unique identifier PostHog uses to track a user across sessions (maps to the user’s database ID after signup)
• Funnel — a sequence of events analyzed to see how many users progress from one step to the next
• Retention — measurement of how many users return after their initial engagement
• Session recording — a video-like replay of a user’s interaction with the product, captured by PostHog
• Feature flag — a toggle that controls whether a feature is visible to a user, used for gradual rollouts and A/B tests
• Onboarding track — the variant of the onboarding flow a user was assigned to (specific, expedited, or comprehensive); used as a segmentation property across all analytics