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Connect your PostHog account to trigger email automations based on product analytics events. Send emails when users perform (or don’t perform) specific actions in your product.

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What is PostHog?

PostHog is an open-source product analytics platform that tracks user behavior, feature usage, and more. It’s popular with SaaS teams who want self-hosted analytics.

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Prerequisites

Before setting up the integration, ensure your PostHog setup includes user emails: 
// When a user logs in, identify them with their email
posthog.identify(userId, {
  email: 'user@example.com',
  name: 'John Doe'
});
Events from anonymous users (without email) are automatically skipped. Only events from identified users with an email address will trigger automations in Sequenzy.

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Connecting PostHog

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Step 1: Get Your Webhook Configuration

  1. Go to Settings → Integrations in Sequenzy
  2. Find PostHog under Product Analytics
  3. Click Connect
  4. Copy the Webhook URL and Webhook Secret shown

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Step 2: Create Webhook Destination in PostHog

  1. Go to your PostHog Dashboard
  2. Navigate to Data Pipelines → Destinations
  3. Click + New → Destination
  4. Search for “Webhook” in the list and click + Create
  5. Configure the webhook:
    • Webhook URL: Paste your Sequenzy webhook URL
    • Headers: Add X-Webhook-Secret with your secret from Step 1
  6. Optionally filter which events to send (or send all - we’ll handle filtering)
  7. Click Create & Enable
PostHog webhook destination configuration

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Step 3: Complete Connection in Sequenzy

  1. Return to Sequenzy’s PostHog connection modal
  2. Click Connect PostHog
That’s it! PostHog events will now flow into Sequenzy.

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What Gets Synced

All PostHog events are accepted by default, including pageviews ($pageview). When an event is received, Sequenzy:
  1. Checks for an email in the event properties (email, user_email, $email, or nested user.email)
  2. Skips events without email - anonymous events are silently ignored
  3. Creates or updates the subscriber with that email
  4. Records the event with the product. prefix (e.g., product.$pageview, product.feature_used)
  5. Triggers any automations listening for that event

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Event Naming

PostHog events are prefixed with product. in Sequenzy:
PostHog EventSequenzy Event
feature_usedproduct.feature_used
onboarding_completedproduct.onboarding_completed
$pageviewproduct.$pageview

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Synced Attributes

Event properties (excluding internal PostHog fields) are stored as subscriber attributes:
AttributeSource
posthogDistinctIdPostHog distinct_id
Custom propertiesAny non-internal event properties

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Using with Automations

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Feature Adoption Sequence

Trigger emails when users haven’t used a key feature:
  1. Go to Automations → Create New
  2. Set trigger to Event Received → product.signup_completed
  3. Add a Wait step: 3 days
  4. Add a Condition: Check if product.feature_used was NOT received
  5. Send a “Did you know about this feature?” email

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Onboarding Based on Product Usage

Send different onboarding based on what users do: 
Trigger: product.signup_completed
├── Wait 1 day
├── Check: product.first_project_created received?
│   ├── Yes → Send "Great start!" email
│   └── No → Send "Need help getting started?" email

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Re-engagement for Inactive Users

Target users who stopped using the product:
  1. Create a segment: “No product. events in last 14 days”
  2. Send a re-engagement campaign to this segment

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Event Properties as Variables

Use PostHog event properties in your emails: 
Hi {{firstName}},

We noticed you used {{featureName}} - here are some tips to get more out of it!

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Event Allowlist (Optional)

By default, all PostHog events are synced. To sync only specific events:
  1. Go to Settings → Integrations
  2. Click the gear icon next to PostHog
  3. Toggle Only sync selected events
  4. Add event names to the allowlist
This is useful if you have high-volume events (like $pageview) that you don’t need in Sequenzy.

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Troubleshooting

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Events Not Appearing

  1. Verify the webhook URL is correct in PostHog
  2. Check that the X-Webhook-Secret header matches your Sequenzy secret
  3. Most common issue: Events don’t have an email - call posthog.identify() with user email when they log in

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Subscriber Not Created

Events without email are silently skipped. Ensure:
  1. You’re calling posthog.identify(userId, { email: '...' }) when users log in
  2. The email is in one of these fields: email, user_email, $email, userEmail, or user.email (nested)
  3. The email is a valid format

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Anonymous Events Being Skipped

This is expected behavior. Sequenzy can’t send emails to anonymous users, so we skip events without email addresses. Once a user is identified with posthog.identify(), all their subsequent events will be synced.

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Missing Event Properties

PostHog internal fields (starting with $) are excluded by default. If you need specific properties, make sure they’re included in your PostHog event without the $ prefix.

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FAQ

Both work! The webhook destination feature is available in PostHog Cloud and self-hosted installations.
They’re silently skipped. Sequenzy needs an email to match events to subscribers. Make sure you call posthog.identify() with the user’s email when they log in.
Yes! Pageviews ($pageview) are synced like any other event, as long as the user has been identified with an email. They’ll appear as product.$pageview in Sequenzy.
Yes, you can configure event filtering in PostHog’s webhook destination settings, or use Sequenzy’s event allowlist feature in the integration settings.
Events are processed in real-time. Most events appear in Sequenzy within seconds of being sent from PostHog.
Yes, PostHog integration is included at no extra cost.