# Web analytics in PostHog Web - Docs

The [PostHog web app](https://app.posthog.com/web) is home base for web analytics. It's where you read the dashboard, watch traffic arrive in real time, break visits down by channel, page, device, or country, and check whether the goals you care about are converting.

Open **Web analytics** in [PostHog](https://app.posthog.com/web) to see the overview: visitors, pageviews, [sessions](/docs/data/sessions.md), average session duration, and bounce rate, each compared to the previous period. Click any row – a landing page, a referrer, a UTM source – to filter the whole dashboard to it, then jump straight into the [session replays](/docs/session-replay.md) behind the number.

## What you can do here

-   **[Read the dashboard](/docs/web-analytics/dashboard.md)** – visitors, pageviews, paths, channels, referrers, UTMs, world map, retention, and active hours, all filterable.
-   **[Track conversion goals](/docs/web-analytics/conversion-goals.md)** – pick the events that matter and see conversions and conversion rate next to your traffic.
-   **[Watch traffic live](/docs/web-analytics/live.md)** – a real-time feed of events as they arrive, before processing and storage.
-   **[Tie ad spend to conversions](/docs/web-analytics/marketing-analytics.md)** – cost, clicks, CPC, and ROAS per campaign from your connected ad platforms.
-   **[Check web vitals](/docs/web-analytics/web-vitals.md)** – LCP, CLS, INP, and FCP per page, so slow pages show up next to the traffic they're costing you.
-   **Ask [PostHog AI](/docs/posthog-ai.md)** – investigate a spike or drop, build a dashboard, or set filters in plain language. It's an interaction mode inside the web app, not a separate surface. See [investigating traffic with PostHog AI](/docs/web-analytics/investigate-traffic-ai.md).

## Related

-   Get set up end to end in [Start here](/docs/web-analytics/start-here.md).
-   Query the same numbers from your editor over [MCP](/docs/web-analytics/surfaces/mcp.md).
-   Review Self-driving reports about your traffic in [PostHog Desktop](/docs/web-analytics/surfaces/desktop.md).
-   Pull the same data into your own reports with the [API](/docs/web-analytics/surfaces/api.md).
-   Not sure which tool to reach for? See [web vs product analytics](/docs/web-analytics/web-vs-product-analytics.md).

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