Product analytics for SaaS

A SaaS lives or dies on activation and retention. Pug captures every in-app event, ties it to a person, and answers the two questions that matter: are new users activating, and are they coming back?

Activation funnels

Measure signup → setup → first value step by step, and see exactly where new accounts stall — over autocaptured events, no manual instrumentation to start.

Retention cohorts

Group users by signup week and watch the return curve. Filter any cohort by plan, source, or trait to find what makes users stick.

A profile per account

Anonymous trial activity merges into one profile on identify(). Traits like plan and seat count live on the person and filter every insight.

Own your data

Self-host the whole stack under AGPL-3.0 so customer behavior never leaves your infrastructure — a real advantage when you sell to security-conscious buyers.

Start with activation, not vanity metrics

Most SaaS dashboards count signups and page views. What predicts revenue is whether a new account reaches its first real outcome. Build that path as a funnel, and Pug shows the drop-off at each step so you know which part of onboarding to fix.

Then make retention the scoreboard

Acquisition without retention is a leaky bucket. Cohort retention grids show whether the changes you ship actually keep users — and whether newer cohorts retain better than older ones. That trend, not a single number, is the signal.

Built on well-known events like signup, subscription_started, invite_sent — generate a tracking plan.

Free analytics for startups

FAQ

Common questions

What product-analytics questions can a SaaS answer with Pug?

The core ones: which onboarding steps lose new accounts (funnels), whether cohorts come back over time (retention), what paths users take through the app (user flows), and who each event belongs to (unified profiles). All of it runs over autocaptured events plus your own named events.

Do I have to instrument every event up front?

No. Autocapture records page views, clicks, scrolls, and form interactions after one init(), so you get data immediately. Add named track() calls for the few business events — like subscription_started — that you want to build funnels and cohorts on.

Can I keep customer data on my own servers?

Yes. Pug is open source under AGPL-3.0 and self-hostable on a single Go binary, so raw events stay inside your infrastructure. That ownership is itself a selling point when your buyers care about where their data lives.

See it in a real product.

Pug is open-source product analytics with unified profiles — autocapture, funnels, retention, and flows. Self-host under AGPL-3.0, or use the free cloud beta.

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