Open-source product analytics

Track what people do on your website, in your apps, and on your servers. Pug shows it as trends, funnels, retention, and user flows, with one profile per person. It runs without cookies until a visitor consents.

Free up to 100,000 events a month
Self‑host under AGPL-3.0
EU‑hosted cloud

app.pug.sh

Daisy Pugsleyextuser-05299

Events

155Sessions

471Pageviews

First seen 246d agoLast seen 2m agoChrome · Windows

Bangkok, Thailand

OverviewEventsSessionsProperties

Activity

Recent activity

order_completedjust nowUSD 49

page_view2m ago/products/fetch-launcher

search_result_clicked3m agoleash

scroll4m ago70%

page_view5m ago/search

product_viewed1d agoPlush Hedgehog

page_view1d ago/products/plush-hedgehog

Winnie Scruffinsextuser-07587

Events

148Sessions

0Pageviews

First seen 31d agoLast seen 4m agoAndroid

Bengaluru, India

OverviewEventsSessionsProperties

Activity

Recent activity

purchasejust nowUSD 49

screen_view4m agoProduct Detail

product_viewed4m agoPlush Hedgehog

search_result_clicked6m agochew toy

screen_view7m agoSearch

screen_view2d agoHome

product_viewed2d agoSqueaky Bone

checkout.ts

1import { track } from '@pug-sh/browser'

2

3

4

5

6

Insights

Six insight types. Filter and break down any of them by any property you send.

Nothing has to be set up in advance: pick the events and a date range, and the chart covers everything already stored.

Trends.

Any event over time, as a count, unique users, or the sum, average, min, or max of a number. Break down by up to five properties.

1.1Kgithub590newsletter338twitter

6040200

Oct 6Oct 20Nov 4

Funnels.

Conversion through ordered steps, with the drop-off and the average time between each.

100%61%44%32%page_viewsearchadd_to_cartpurchase

Retention.

Of the people who did a start event, how many did a return event in each period after, by cohort.

CohortStart+1+2+3+4+5

Sep 28100%46%38%33%29%27%

Oct 5100%44%35%31%28%

Oct 12100%49%40%34%

Oct 19100%47%37%

Oct 26100%51%

Nov 2100%

User flow.

A Sankey of the paths people take from one event to the next, and where they leave.

//pricing38%/docs34%/blog14%/signup21%/docs/quickstart16%

Segmentation.

One number, such as signups or revenue, split by a property like country or plan. Made for KPI tiles.

Top K.

The most common values of any property, such as pages, referrers, or products, with the rest as “others”.

What product analytics measures Funnel analysis, explained

Unified profiles

One profile per person. Their devices merge into it when they sign in.

A profile shows one person’s events, sessions, and traits, with their latest location, device, and browser.

Before sign-in, events collect under an anonymous ID
identify() at sign-in merges that history into their profile
The same user ID on web, Android, and server is one person
Traits such as plan or email filter every insight

How identity resolution works

app.pug.sh

Profiles

UserPlatformEvents

Daisy Pugsleyuser-05299

ChromeMac OS X

Mobile SafariiOS

d4c8nq2ttkc7391f9a0g

Mobile SafariiOS23

Milo Droolittleuser-06652

ChromeWindows401

Mobile Safari on iOS

Live

Watch events arrive. Each one reaches the map in seconds.

Filter the stream by event, device, or country, and click a visitor to see their session and open their profile.

Check that a new event fires, seconds after you deploy it
Watch a launch: how many people, from where, on which pages
Filter to one event and see the first people use a new feature

Live, insights, and profiles in detail

app.pug.sh

Protomaps © OpenStreetMap

live now+

Updated just now

Search person, event, page, location...Bots hidden1m5m15m30m

All eventsAllAll countries

Focused on checkout_step_completed/checkoutReset

user-051703m

checkout_step_completed/checkout

Singapore, Central · Singapore·02:48

Recent activity

checkout_step_completed/checkout00:18:21
checkout_startedUSD 7200:17:42
page_view/checkout00:17:39
cart_viewedUSD 7200:15:12

user-0062835s

page_view/collections/home

Stockholm · Sweden·19:48

Recent activity

page_view/collections/home00:18:05
page_view/00:17:30

user-031591m

product_viewedUSD 38

Bengaluru, Karnataka · India·00:18

user-0486015s

product_viewedUSD 8

London, England · United Kingdom·18:48

user-005891m

page_view/

Los Angeles, California · United States·10:48

user-034671m

page_view/products/ceramic-bowl-set

Denver, Colorado · United States·11:48

user-090982m

scroll/

Berlin · Germany·19:48

Dashboards

Pin insights to a dashboard. Every tile shares the board’s date range.

Each tile keeps its own chart and filters, so one board can hold daily signups, a checkout funnel, and top pages side by side.

KPI, line, area, bar, table, and Sankey tiles
A filter bar that narrows every tile at once
A comparison with the previous period on any tile
Thresholds that color a KPI when it crosses a limit
A public, read-only link to share the board

Query Pug from an AI agent. The MCP server’s twelve tools can only read.

Connect Claude Code, Codex, Cursor, or any other MCP client with a private key. Ask how signups moved last week, or what one customer did before they churned, and the agent runs the insight or pulls the profile.

One project per key, with no way to reach another
No tool for erasing data or sending events
The same API, permissions, and defaults as the dashboard

How the MCP server works

●pugquery_insightstop_k: page_view by $pathname

⎿10 rows

●pugget_insights_filter_schema

⎿signup, page_view, $utmSource

~/shop❯how many people signed up yesterday?

●pugquery_insightstrends: signup, yesterday

⎿1 row

212 people signed up yesterday, 14% more than the day before.

~/shop❯

●pugget_insights_filter_schema

⎿signup, purchase, $utmSource

●pugquery_insightsfunnel: signup → purchase, by $utmSource

⎿3 breakdown rows

newsletter converted best: 31% of last week’s signups went on to purchase, against 18% from github and 12% from twitter.

~/shop❯

Privacy

Nothing is stored on the device until a visitor consents. Pug Cloud runs in the EU.

Cookieless by default

Until a visitor consents, they are counted with a server-side hash instead of a cookie. Its salt is deleted every day, not rotated, so today’s visitors can’t be linked to yesterday’s.

Consent from your banner

Wire your banner to three states: granted, cookieless, or denied. Events from before consent stay anonymous, and nothing links them to the person later.

Erasure that hard-deletes

One API call erases a person by profile ID or by your own user ID. Their events, sessions, aliases, and profile are hard-deleted from ClickHouse and Postgres, and a request ID tells you when it’s done.

Privacy & GDPR How cookieless identity works

Install

Start tracking in two lines. Autocapture does the rest.

Call track() for the events specific to your product, and identify() when someone signs in.

Captured automaticallyfrom init() on

On a servernothing is captured on its own

01Install

$ npm install @pug-sh/browser

02Initializeonce, as the page loads

import { init, identify, track } from '@pug-sh/browser'
init('your-project-id', { apiKey: 'pub_your_key' })

03Track and identify

identify('user_123', { email: 'ada@example.com' })
track('signup', { plan: 'pro' })

Captured automaticallyfrom init() on

page_vieweach page load and route change
clickthe element, its text, and selector
scrollhow far down the page, in percent
form_submiteach submit, after a form_start
rage_clickfour fast clicks in one spot
dead_clicka click that changed nothing

Each one arrives with its location (country, region, city), device, browser, and any UTM parameters.

01Installin build.gradle.kts

implementation("sh.pug:android:0.1.0")

02Initializeonce, in Application.onCreate()

import sh.pug.android.Options
import sh.pug.android.Pug
Pug.init(this, "your-project-id", Options("pub_your_key"))

03Track and identify

Pug.identify("user_123", mapOf("plan" to "pro"))
Pug.track.purchase(amount = 49.0, currency = "USD")

Captured automaticallyfrom init() on

app_openthe app comes to the foreground
app_closethe app leaves the foreground
screen_vieweach activity shown, named by its class
app_installthe first launch, with the store it came from
app_updatethe first launch of a new version

Each one arrives with its location, device model, Android version, app version, locale, and time zone.

01Install

$ flutter pub add pug_flutter

02Initializeonce, at startup

import 'package:pug_flutter/pug_flutter.dart';
await Pug.init('your-project-id', const PugOptions(apiKey: 'pub_your_key'));

03Track and identify

await Pug.identify('user_123', traits: {'plan': 'pro'});
Pug.track.signup(extras: {'plan': 'pro'});

Captured automaticallyfrom init() on

app_openthe app comes to the foreground
app_closethe app goes to the background
screen_vieweach route change, once PugRouteObserver is added
app_installthe first launch on a device
app_updatethe first launch of a new version

Each one arrives with its location, device model, OS version, app version, locale, and network type.

01Install

$ npm install @pug-sh/node

02Initializeonce per process

import { Pug } from '@pug-sh/node'
const pug = new Pug({ apiKey: process.env.PUG_PRIVATE_KEY })

03Track and identify

pug.track('user_123', 'order_completed', { amount: 49.0 })
await pug.identify('user_123', { email: 'ada@example.com' })

On a servernothing is captured on its own

Each event is a track() call that names the user
Events carry no location, since the request comes from your server, not the visitor
Closing the client on shutdown sends whatever is still queued

Read a profilewith the same private key

const profile = await pug.profiles.getByExternalId('user_123')

01Install

$ go get github.com/pug-sh/sdk-go

02Initializeonce per process

import pug "github.com/pug-sh/sdk-go"
client, err := pug.New(pug.Options{APIKey: os.Getenv("PUG_PRIVATE_KEY")})
if err != nil {
    log.Fatal(err)
}

03Track and identify

defer client.Close(ctx)
client.Track("user_123", "signup", pug.String("plan", "pro"))
client.Identify("user_123", pug.Email("ada@example.com"))

On a servernothing is captured on its own

Each event is a track() call that names the user
Events carry no location, since the request comes from your server, not the visitor
Closing the client on shutdown sends whatever is still queued

Read a profilewith the same private key

profile, err := client.Profiles.GetByExternalID(ctx, "user_123")

01Install

$ bundle add pug-sh

02Initializeonce per process

require "pug"
pug = Pug::Client.new(api_key: ENV.fetch("PUG_PRIVATE_KEY"))

03Track and identify

pug.track("user_123", "order_completed", amount: 49.0)
pug.identify("user_123", email: "ada@example.com", plan: "pro")

On a servernothing is captured on its own

Each event is a track() call that names the user
Events carry no location, since the request comes from your server, not the visitor
Closing the client on shutdown sends whatever is still queued

Read a profilewith the same private key

profile = pug.profiles.get_by_external_id("user_123")

Self-host

Run it on your servers, or use ours. Pug Cloud runs the same open-source code.

SDKs track() and identify()
Dashboard Static files on any web server

pugOne Go binary

pug server:3000
pug worker eventsscales out
pug worker profileidentify, alias, upsert
pug worker complianceerasure
pug worker emailsign-in links

Dragonflyor Redis 7+ The daily salt, kept off disk
NATSJetStream Queues every event
ClickHouse Every event
PostgreSQL15+ Accounts, boards, and profiles

Run it as one process or many.

pug start runs the server and every worker in one process, on a small node. In production, each role is its own image, for amd64 and arm64.

Self-hosting docs
Point the SDKs at your server.

Set endpoint to its URL in any of the six SDKs. Leave it out, and events go to Pug Cloud.

Connect your SDKs
Use SSO on your servers and on Pug Cloud.

Okta, Entra ID, and Google Workspace sign-in work on both, with no SSO tax.

How SSO works

Pricing

Priced by events alone. Every feature is on every plan, including the free one.

Pug Cloud

$0up to 100k events a month

Past that, $1 a month plus usage, at per-event rates that fall as you grow.

Start free

5 years of history (1 year while free)
SSO with Okta, Entra ID, or Google Workspace
No per-seat or per-project fees
No credit card to start
Email support

Pay as you go

$37.00a month

Events per month

Type an exact count, or shorthand like 2.5M.

Cost by tier
Tier	Per 1M	Events	Cost
First 100k	Free	100,000	$0.00
100k to 2M	$40	900,000	$36.00
2M to 15M	$23
15M to 50M	$15
50M to 100M	$14
100M to 250M	$10
Over 250M	$7
Base fee			$1.00

Self-hosted.

Free forever under AGPL-3.0. The whole stack runs on your servers, with no event limit beyond your hardware and support on GitHub and Discord.

Self-hosting guide

Custom.

For very high volume, longer history, or an annual contract, we set up a plan with its own rates and allowance.

Email hello@pug.sh

Pricing FAQ Compare the cost with other tools

Send your first event.

Create a project, add the snippet, and watch the Live view fill up. Or open the demo first: the real dashboard on a sample pet shop, with no sign-up.

Start free Live demo

Questions? Email hello@pug.sh

Open-source product analytics

Six insight types. Filter and break down any of them by any property you send.

Trends.

Funnels.

Retention.

User flow.

Segmentation.

Top K.

One profile per person. Their devices merge into it when they sign in.

Watch events arrive. Each one reaches the map in seconds.

Pin insights to a dashboard. Every tile shares the board’s date range.

Query Pug from an AI agent. The MCP server’s twelve tools can only read.

Nothing is stored on the device until a visitor consents. Pug Cloud runs in the EU.

Cookieless by default

Consent from your banner

Erasure that hard-deletes

Start tracking in two lines. Autocapture does the rest.

Run it on your servers, or use ours. Pug Cloud runs the same open-source code.

Run it as one process or many.

Point the SDKs at your server.

Use SSO on your servers and on Pug Cloud.

Priced by events alone. Every feature is on every plan, including the free one.

Pug Cloud

Self-hosted.

Custom.

Send your first event.