Google Tag Manager web analytics installation

Create a custom HTML tag

Required

Google Tag Manager (GTM) lets you manage tracking scripts without code changes. You can add PostHog to your site using a custom HTML tag.

Log into your Google Tag Manager account and open your container.
Click Tags > New > Tag Configuration > Custom HTML.
Paste the following code:

Custom HTML Tag
<script>
    !function(t,e){var o,n,p,r;e.__SV||(window.posthog=e,e._i=[],e.init=function(i,s,a){function g(t,e){var o=e.split(".");2==o.length&&(t=t[o[0]],e=o[1]),t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}}(p=t.createElement("script")).type="text/javascript",p.async=!0,p.src=s.api_host.replace(".i.posthog.com","-assets.i.posthog.com")+"/static/array.js",(r=t.getElementsByTagName("script")[0]).parentNode.insertBefore(p,r);var u=e;for(void 0!==a?u=e[a]=[]:a="posthog",u.people=u.people||[],u.toString=function(t){var e="posthog";return"posthog"!==a&&(e+="."+a),t||(e+=" (stub)"),e},u.people.toString=function(){return u.toString(1)+".people (stub)"},o="init capture register register_once register_for_session unregister opt_out_capturing has_opted_out_capturing opt_in_capturing reset isFeatureEnabled getFeatureFlag getFeatureFlagPayload reloadFeatureFlags group identify setPersonProperties setPersonPropertiesForFlags resetPersonPropertiesForFlags setGroupPropertiesForFlags resetGroupPropertiesForFlags resetGroups onFeatureFlags addFeatureFlagsHandler onSessionId getSurveys getActiveMatchingSurveys renderSurvey canRenderSurvey getNextSurveyStep".split(" "),n=0;n<o.length;n++)g(u,o[n]);e._i.push([i,s,a])},e.__SV=1)}(document,window.posthog||[]);
    posthog.init('<ph_project_api_key>', {
        api_host: 'https://us.i.posthog.com',
        defaults: '2026-01-30'
    })
</script>

2
Configure the trigger
Required
1. Under Triggering, select All Pages to load PostHog on every page.
2. Save the tag, then click Submit to publish your changes.
Once published, PostHog will automatically capture pageviews, clicks, and other events on your site.

Send events

Click around and view a couple pages to generate some events. PostHog automatically captures pageviews, clicks, and other interactions for you.

If you'd like, you can also manually capture custom events:

JavaScript
posthog.capture('my_custom_event', { property: 'value' })

4
Next steps
Recommended
After installing PostHog and ensuring autocapture is enabled, head to your web analytics dashboard to see your data. And then check out our getting started guide.
PostHog tip: Web analytics works with anonymous events. This means if you are primarily using PostHog for web analytics, it can be significantly cheaper for you.

Google Tag Manager web analytics installation

Create a custom HTML tag

Configure the trigger

Send events

Next steps

Community questions

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