Product analytics is now table stakes for any SaaS business past £500k ARR. The right tool tells you which features drive activation, where users drop out of onboarding, and which cohorts are about to churn. The wrong tool dumps event data into a black hole that nobody reads. We work with UK and EU SaaS teams from seed to Series B — here's how the leading platforms compare in 2026.
PostHog has quietly become the best-value choice for technical UK SaaS teams — you get analytics, session replay, feature flags and experiments in one tool with an EU cloud option. June is the fastest path to useful B2B analytics. Amplitude wins once you have a dedicated product analytics team and the budget to match.
Yes. GA4 is for marketing-funnel analytics — sessions, sources, page-level conversions. Product analytics is for in-product behaviour — feature usage, activation, retention by cohort. You need both; they answer different questions.
Self-host PostHog or use its free EU cloud tier — you'll get analytics, session replay and feature flags for free up to 1m events/month. Most pre-Series A teams never outgrow this.
Two engineering sprints, done right. Sprint one: agree the event taxonomy with the product team and instrument the top 30 events. Sprint two: build the activation, engagement and retention dashboards. After that, it's ongoing maintenance — typically a day a month.
PostHog if your team is technical and you want to consolidate analytics, session replay and feature flags in one tool. Mixpanel if you want the most polished pure-analytics UI and don't care about flags or replay. We can run a comparison against your specific stack if it helps.