new messaging, update content (#13455)

2026-02-04 03:11:21 +01:00 · 2025-11-04 10:27:24 +00:00
parent b99394a735
commit 650039cbca
123 changed files with 142 additions and 142 deletions
--- a/STYLEGUIDE.md
+++ b/STYLEGUIDE.md
@@ -4,7 +4,7 @@

 This style guide explains our standards and guidelines for contributors to the PostHog documentation.

-PostHog is a product for developers, so our documentation is key to a good developer experience. We want it to be complete and concise, well-written, and easy to understand.
+PostHog is built for developers, so our documentation is key to a good developer experience. We want it to be complete and concise, well-written, and easy to understand.

 ## Guidelines

@@ -86,5 +86,5 @@ When talking about PostHog in content, substitute references to “product analy

 Example: “A data warehouse or product analytics tool like PostHog can be helpful here.” would become “A data warehouse or analytics platform like PostHog can be helpful here.

-Exception would be specific references to our product analytics suite (e.g. when comparing rival product analytics tools to our product analytics product).
+Exception would be specific references to our product analytics suite (e.g. when comparing rival product analytics tools to our product analytics app).

--- a/contents/blog/100-times-more-events.md
+++ b/contents/blog/100-times-more-events.md
@@ -106,6 +106,6 @@ We've therefore already applied this increase to any customers who are paying pe

 After all, PostHog's mission is to increase the number of successful products in the world.

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
--- a/contents/blog/15-million-series-b.md
+++ b/contents/blog/15-million-series-b.md
@@ -34,7 +34,7 @@ PostHog will use the funding to focus on another major input — having the best

 ### About PostHog 

-PostHog is an open source, product analytics platform. PostHog enables software teams to understand user behavior — auto-capturing events, performing product analytics and dashboarding, enabling video replays, and rolling out new features behind feature flags, all based on an open source platform. The product's open source approach enables companies to self-host, removing the need to send data externally. 
+PostHog is an open source, developer platform. PostHog enables software teams to understand user behavior — auto-capturing events, performing product analytics and dashboarding, enabling video replays, and rolling out new features behind feature flags, all based on an open source platform. The product's open source approach enables companies to self-host, removing the need to send data externally. 

 Founded in 2020 by James Hawkins and Tim Glaser, PostHog was a member of Y Combinator's Winter 2020 batch, and has subsequently raised $27m in funding from GV, Y Combinator, and notable angel investors including Jason Warner (CTO, GitHub), Solomon Hykes (Founder, Docker), and others.

@@ -50,6 +50,6 @@ We also run the YC Growth Program, which brings together founder-CEOs who are le

 [press@posthog.com](mailto:press@posthog.com)

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
--- a/contents/blog/Introduction-to-self-service-analytics.md
+++ b/contents/blog/Introduction-to-self-service-analytics.md
@@ -83,9 +83,9 @@ Google Analytics is a self-service analytics platform but that doesn’t mean it
 />
 </BorderWrapper>

-For that, you need a _product_ analytics platform. 
+For that, you need _product_ analytics. 

-There are lots of self-service product analytics platforms, but naturally we think PostHog is the best. Not only is PostHog entirely self-service, but it’s also an all-in-one toolset which offers a full suite of everything from session recording and feature flags to path analysis and cohorts. 
+There are lots of self-service product analytics tools, but naturally we think PostHog provides the best one. Not only is PostHog entirely self-service, but it’s also an all-in-one suite of dev tools which offers a full suite of everything from session recording and feature flags to path analysis and cohorts. 

 PostHog is also unique in that it can be self-hosted on your organization’s existing infrastructure — which means user data stays on your system so that it is safer and more compliant with privacy regulations. This isn’t possible with other self-service analytics platforms, such as Mixpanel or Amplitude, which can be competitive but require you to share data with their systems. 

--- a/contents/blog/async-migrations.md
+++ b/contents/blog/async-migrations.md
@@ -182,6 +182,6 @@ Going forward, we're excited to make this system even better, polishing our upgr

 Oh, and while we don't spin this out into its own tool for others to use, feel free to check out [our codebase](https://github.com/PostHog/posthog/issues/7054) if you have a similar problem - don't worry, it's open source 😉.

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
--- a/contents/blog/best-gdpr-compliant-analytics-tools.md
+++ b/contents/blog/best-gdpr-compliant-analytics-tools.md
@@ -48,7 +48,7 @@ All the tools in this list offer one or more of these methods. We've also chosen

 ![posthog](https://res.cloudinary.com/dmukukwp6/image/upload/v1710055416/posthog.com/contents/images/screenshots/hogflix-dashboard.png)

-[PostHog](https://posthog.com) is an all-in-one, [open-source analytics platform](/blog/best-open-source-analytics-tools) that combines product analytics, session recording, feature flags, and experimentation into a single platform. Think [Amplitude](/blog/best-amplitude-alternatives) + Hotjar + [LaunchDarkly](/blog/best-launchdarkly-alternatives) in one.
+[PostHog](https://posthog.com) is an all-in-one, open-source developer platform that combines [product analytics](/blog/best-open-source-analytics-tools), session recording, feature flags, and experimentation into a single platform. Think [Amplitude](/blog/best-amplitude-alternatives) + Hotjar + [LaunchDarkly](/blog/best-launchdarkly-alternatives) in one.

 PostHog offers EU data hosting, so you can keep all your user data within the EU to comply with the GDPR. Hobbyists can also self-host PostHog Open Source via Docker Compose, though this is only recommended for smaller event volumes in the ~100k per month range. PostHog also supports event autocapture, so you can start collecting useful data immediately without instrumenting events by hand.

--- a/contents/blog/best-growthbook-alternatives.mdx
+++ b/contents/blog/best-growthbook-alternatives.mdx
@@ -26,7 +26,7 @@ import { ComparisonRow } from 'components/ComparisonTable/row'

 ### What is PostHog?

-[PostHog](/) (that's us 👋) is an open source suite of product and data tools. It combines feature flags, A/B testing, product analytics, session replay, and user surveys into one product. This means it's not only an alternative to [GrowthBook](/blog/posthog-vs-growthbook) but also tools like [Mixpanel](/blog/posthog-vs-mixpanel) and [Hotjar](/blog/posthog-vs-hotjar).
+[PostHog](/) (that's us 👋) is an open source suite of dev tools. It combines feature flags, A/B testing, product analytics, session replay, and user surveys into one product. This means it's not only an alternative to [GrowthBook](/blog/posthog-vs-growthbook) but also tools like [Mixpanel](/blog/posthog-vs-mixpanel) and [Hotjar](/blog/posthog-vs-hotjar).

 As of April 2024, 4,661 of the top million websites use PostHog according to [BuiltWith](https://trends.builtwith.com/analytics/PostHog). It also has 17.2k stars on [GitHub](https://github.com/PostHog/posthog), significantly more than GrowthBook's 5.5k.

--- a/contents/blog/best-heap-alternatives.mdx
+++ b/contents/blog/best-heap-alternatives.mdx
@@ -29,7 +29,7 @@ import { ComparisonRow } from 'components/ComparisonTable/row'

 ### What is PostHog?

-[PostHog](https://posthog.com/) (that's us 👋) is an [open-source analytics platform](/blog/best-open-source-analytics-tools) that combines product analytics, session replay, feature flags, A/B testing, and user surveys into one product. This means it's not just an alternative to Heap, but also tools like [LaunchDarkly](/blog/posthog-vs-launchdarkly) and [LogRocket](/blog/posthog-vs-logrocket).
+[PostHog](https://posthog.com/) (that's us 👋) is an open-source developer platform that combines [product analytics](/blog/best-open-source-analytics-tools), session replay, feature flags, A/B testing, and user surveys into one product. This means it's not just an alternative to Heap, but also tools like [LaunchDarkly](/blog/posthog-vs-launchdarkly) and [LogRocket](/blog/posthog-vs-logrocket).

 Typical PostHog users are engineers and product managers at startups and mid-size companies, particularly B2B companies. Customers include [AssemblyAI](/customers/assemblyai), [Hasura](/customers/hasura), [Vendasta](/customers/vendasta), and Airbus.
 
--- a/contents/blog/best-launchdarkly-alternatives.mdx
+++ b/contents/blog/best-launchdarkly-alternatives.mdx
@@ -85,7 +85,7 @@ According to [reviews on G2](https://www.g2.com/products/posthog/reviews), compa
 3. **They need a complete picture of users:** PostHog includes every tool necessary to understand users and improve products. This means creating funnels to track conversion, watching replays to see where users get stuck, testing solutions with A/B tests, and gathering feedback with user surveys.

 > #### Bottom line
-> Being free, self-serve, and sharing many of the same features, PostHog is a great alternative to LaunchDarkly. This is especially true for startups and scale-ups looking for all the product and data tools they need in one.
+> Being free, self-serve, and sharing many of the same features, PostHog is a great alternative to LaunchDarkly. This is especially true for startups and scale-ups looking for all the dev tools they need in one.

 <br />

--- a/contents/blog/best-mixpanel-alternatives.mdx
+++ b/contents/blog/best-mixpanel-alternatives.mdx
@@ -24,7 +24,7 @@ import { ComparisonRow } from 'components/ComparisonTable/row'

 ### What is PostHog?

-PostHog is an open-source product that combines product analytics, session replay, feature flags, A/B testing, and user surveys into one platform. This means it's not just an alternative to Mixpanel, but also Hotjar, [Optimizely](/blog/posthog-vs-optimizely), and [Split](/blog/best-split-alternatives)
+PostHog is an open-source developer platform that combines product analytics, session replay, feature flags, A/B testing, and user surveys into one platform. This means it's not just an alternative to Mixpanel, but also Hotjar, [Optimizely](/blog/posthog-vs-optimizely), and [Split](/blog/best-split-alternatives)
 
 ### Key features

--- a/contents/blog/best-open-source-ab-testing-tools.md
+++ b/contents/blog/best-open-source-ab-testing-tools.md
@@ -31,7 +31,7 @@ In this guide, we're looking at the best free and open-source A/B testing tools.

 ![posthog](https://res.cloudinary.com/dmukukwp6/image/upload/v1710055416/posthog.com/contents/images/screenshots/ab-testing.png)

-[PostHog](https://posthog.com) is an [open-source analytics platform](/blog/best-open-source-analytics-tools) that integrates a comprehensive A/B testing suite with numerous other tools, such as product analytics, feature flags, and session recording. It's designed for product-minded engineers, growth teams, and product managers who need to move fast and iterate based on reliable, actionable insights.
+[PostHog](https://posthog.com) is an open-source developer platform that integrates a comprehensive A/B testing suite with many other tools, such as [product analytics](/blog/best-open-source-analytics-tools), feature flags, and session recording. It's designed for product-minded engineers, growth teams, and product managers who need to move fast and iterate based on reliable, actionable insights.

 [PostHog’s experimentation suite](/product/experimentation-suite) supports multivariate experiments, and targeting by geography, user cohorts, and person properties – all of which is built atop PostHog's multivariate feature flags. PostHog uses a Bayesian approach to calculate the probability of each variant being the best, and whether the results are statistically significant or not.

--- a/contents/blog/best-open-source-analytics-tools.mdx
+++ b/contents/blog/best-open-source-analytics-tools.mdx
@@ -32,7 +32,7 @@ This guide only includes open-source analytics tools that:
 <details>
  <summary>Who maintains this guide?</summary>

-This guide is maintained by [PostHog](https://posthog.com/), an open-source analytics platform. You can suggest additions to this guide by opening an issue on our [website repo](https://github.com/PostHog/posthog.com).
+This guide is maintained by [PostHog](https://posthog.com/), an open-source developer platform. You can suggest additions to this guide by opening an issue on our [website repo](https://github.com/PostHog/posthog.com).

 We maintain separate guides on [open-source feature flag tools](/blog/best-open-source-feature-flag-tools),  [open-source AB testing products](/blog/best-open-source-ab-testing-tools), and [open-source session replay tools](/blog/best-open-source-session-replay-tools).

--- a/contents/blog/best-open-source-business-intelligence-tools.mdx
+++ b/contents/blog/best-open-source-business-intelligence-tools.mdx
@@ -96,7 +96,7 @@ For example, not only can you analyze [A/B tests from warehouse data](/docs/expe
 <details>
  <summary>What tools does PostHog replace?</summary>

-PostHog is less of a traditional replacement for tools like Looker and Tableau and more a replacement for your suite of product and data tools like [Amplitude](/blog/posthog-vs-amplitude), [Mixpanel](/blog/posthog-vs-mixpanel), [Fullstory](/blog/posthog-vs-fullstory), [LaunchDarkly](/blog/posthog-vs-launchdarkly), [Hotjar](/blog/posthog-vs-hotjar), [Sentry](/blog/posthog-vs-sentry), and [Survicate](/blog/best-survicate-alternatives).
+PostHog is less of a traditional replacement for tools like Looker and Tableau and more a replacement for your suite of dev tools like [Amplitude](/blog/posthog-vs-amplitude), [Mixpanel](/blog/posthog-vs-mixpanel), [Fullstory](/blog/posthog-vs-fullstory), [LaunchDarkly](/blog/posthog-vs-launchdarkly), [Hotjar](/blog/posthog-vs-hotjar), [Sentry](/blog/posthog-vs-sentry), and [Survicate](/blog/best-survicate-alternatives).

 </details>
 <details>
--- a/contents/blog/best-open-source-llm-observability-tools.md
+++ b/contents/blog/best-open-source-llm-observability-tools.md
@@ -47,7 +47,7 @@ Its LLM observability product (known as [LLM analytics](/docs/llm-analytics)) in

 #### What makes PostHog special?

-PostHog’s LLM analytics product works with the rest of our product suite. This means you can visualize LLM-related data along product and business data, create custom queries using [SQL](/docs/product-analytics/sql), view [session replays](/docs/session-replay) of AI interactions, [A/B test prompts](/tutorials/llm-ab-tests), and more.
+PostHog’s LLM analytics app works with the rest of our dev tool suite. This means you can visualize LLM-related data along product and business data, create custom queries using [SQL](/docs/product-analytics/sql), view [session replays](/docs/session-replay) of AI interactions, [A/B test prompts](/tutorials/llm-ab-tests), and more.

 PostHog’s hosted Cloud version and all of its LLM analytics features are free to use. It comes with 100k LLM observability events for free every month with 30 day retention. Beyond this, pricing is usage-based and [totally transparent](/pricing). 

--- a/contents/blog/best-open-source-session-replay-tools.md
+++ b/contents/blog/best-open-source-session-replay-tools.md
@@ -36,7 +36,7 @@ Hotjar and [Fullstory](/blog/best-fullstory-alternatives) are popular session re
 ## 1. PostHog
 ![PostHog](https://res.cloudinary.com/dmukukwp6/image/upload/v1710055416/posthog.com/contents/images/screenshots/session-replay.png)

-[PostHog](https://posthog.com/) is an all-in-one, Product OS that offers all the tools required to build better products, including but not limited to [session replay](/product/session-recording).
+[PostHog](https://posthog.com/) is an all-in-one developer platform that offers all the tools required to build better products, including but not limited to [session replay](/product/session-recording).

 PostHog's session replay tool includes console logs and network activity, so you can identify the causes of bugs or performance problems. There's also a playlist feature, allowing you to save similar replays based on specific events or person properties into one list, and you can save recordings offline for safe keeping.

--- a/contents/blog/best-optimizely-alternatives.mdx
+++ b/contents/blog/best-optimizely-alternatives.mdx
@@ -74,7 +74,7 @@ According to [reviews on G2](https://www.g2.com/products/posthog/reviews), compa
 3. **They need a complete picture of users:** PostHog includes every tool necessary to understand users and improve products. This means creating funnels to track conversion, watching replays to see where users get stuck, testing solutions with A/B tests, and gathering feedback with user surveys.

 > #### Bottom line
-> Being free, self-serve, and sharing many of the same features, PostHog is a great alternative to Optimizely. This is especially true for startups and scale-ups looking for product and data tools, though marketing teams may prefer Optimizely for experiments due to its visual editor.
+> Being free, self-serve, and sharing many of the same features, PostHog is a great alternative to Optimizely. This is especially true for startups and scale-ups looking for dev tools, though marketing teams may prefer Optimizely for experiments due to its visual editor.

 <br />

--- a/contents/blog/best-split-alternatives.mdx
+++ b/contents/blog/best-split-alternatives.mdx
@@ -26,7 +26,7 @@ import { ComparisonRow } from 'components/ComparisonTable/row'

 ### What is PostHog?

-[PostHog](/) (that's us 👋) is an open-source product and data platform combining A/B testing, feature flags, product analytics, session replay, and surveys. This means it's not only an alternative to Split but also tools like [Mixpanel](/blog/posthog-vs-mixpanel) and [Hotjar](/blog/posthog-vs-hotjar).
+[PostHog](/) (that's us 👋) is an open-source suite of dev tools combining A/B testing, feature flags, product analytics, session replay, and surveys. This means it's not only an alternative to Split but also tools like [Mixpanel](/blog/posthog-vs-mixpanel) and [Hotjar](/blog/posthog-vs-hotjar).

 PostHog is much more popular than Split. According to [BuiltWith](https://trends.builtwith.com/analytics/PostHog), 4,732 of the top one million sites use PostHog, compared to 177 using Split, as of April 2024.

--- a/contents/blog/best-vwo-alternatives.mdx
+++ b/contents/blog/best-vwo-alternatives.mdx
@@ -26,7 +26,7 @@ import { ComparisonRow } from 'components/ComparisonTable/row'

 ### What is PostHog?

-[PostHog](/) (us 💪) is an open-source suite of product and data tools like A/B testing, feature flags, product analytics, session replay, and user surveys. This means it's not only an alternative to VWO but also tools like [Mixpanel](/blog/posthog-vs-mixpanel) and [Hotjar](/blog/posthog-vs-hotjar).
+[PostHog](/) (us 💪) is an open-source suite of dev tools like A/B testing, feature flags, product analytics, session replay, and user surveys. This means it's not only an alternative to VWO but also tools like [Mixpanel](/blog/posthog-vs-mixpanel) and [Hotjar](/blog/posthog-vs-hotjar).

 According to [BuiltWith](https://trends.builtwith.com/analytics/PostHog), as of April 2024, 5,610 of the top one million websites use PostHog. This is just over half of VWO's 9,183.

--- a/contents/blog/clickhouse-announcement.md
+++ b/contents/blog/clickhouse-announcement.md
@@ -43,6 +43,6 @@ There are several benefits to using ClickHouse over PostgreSQL, such as:

 PostgreSQL is great for managing frequently updated data like users, but for telemetry and event data we’ll default to ClickHouse. And while our app updates ClickHouse with data changes, the source of truth remains PostgreSQL. At the same time, we’ll work hard with existing users and early enthusiasts to migrate over to ClickHouse.

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
--- a/contents/blog/clickhouse-materialized-columns.md
+++ b/contents/blog/clickhouse-materialized-columns.md
@@ -153,7 +153,7 @@ After materializing our top 100 properties and updating our queries, we analyzed

 As a product, we're only scratching the surface of what ClickHouse can do to power product analytics. If you're interested in helping us with these kinds of problems, [we're hiring](https://posthog.com/careers)!

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <NewsletterForm />

--- a/contents/blog/clickhouse-vs-bigquery.md
+++ b/contents/blog/clickhouse-vs-bigquery.md
@@ -28,7 +28,7 @@ At first glance, comparing BigQuery and ClickHouse seems like a David versus Gol

 While they both tackle search and analytics problems, are built on columnar data storage, and are available via managed infrastructure, BigQuery is an established name maintained by one of the infrastructure mob bosses (sorry, I mean *benevolent leaders*), while ClickHouse is a relative newcomer and an open source one at that.

-That said, ClickHouse is exploding in popularity, has a hugely active development community, and is already used by the likes of Spotify, Uber, Cloudflare, and popular analytics platforms like [PostHog](https://posthog.com/). Moreover, it has its origins in another big tech player, Yandex.
+That said, ClickHouse is exploding in popularity, has a hugely active development community, and is already used by the likes of Spotify, Uber, Cloudflare, and popular developer platforms like [PostHog](https://posthog.com/). Moreover, it has its origins in another big tech player, Yandex.

 ### What is ClickHouse?

@@ -142,7 +142,7 @@ In order to effectively connect ClickHouse and BigQuery, data needs to be stream

 The biggest piece of BigQuery’s appeal is that it’s a general-purpose columnar data warehouse that’s tightly integrated with GCP. Data from other databases can easily be streamed to BigQuery, making it ideal for companies that already use GCP. Additionally, because BigQuery charges on a usage basis, it is great for well-financed companies with loads of data (as opposed to smaller companies with loads of data). BigQuery’s customers include P&G, Thomas Cook, 20th Century Fox, Asahi Group, HSBC, Wayfair, and Home Depot. 

-Meanwhile, ClickHouse is designed for companies that need to return aggregations ***quickly.*** For instance, ClickHouse was a fantastic fit for PostHog because we are an analytics platform – we need to return queries like “what is the median time to convert for users who saw a X feature?” in *real time* and *at the speed of click*. ClickHouse dramatically leveled-up our data warehouse from our old Postgres setup, enabling us to deliver billion-event insights efficiently.
+Meanwhile, ClickHouse is designed for companies that need to return aggregations ***quickly.*** For instance, ClickHouse was a fantastic fit for PostHog because we are an developer platform – we need to return queries like “what is the median time to convert for users who saw a X feature?” in *real time* and *at the speed of click*. ClickHouse dramatically leveled-up our data warehouse from our old Postgres setup, enabling us to deliver billion-event insights efficiently.

 Other ClickHouse users include Github, YouTube, Twitter, and Slack, with ClickHouse typically powering [user-facing analytics](/tutorials/embedded-analytics) panels in each product. To be clear, these are **ClickHouse** users, not **ClickHouse Cloud**. ClickHouse Cloud is a very early product, and it hasn’t publicized any customers just yet.

@@ -154,7 +154,7 @@ ClickHouse is incredibly fast, outpacing BigQuery and making it the ideal soluti

 As we’ve outlined, BigQuery and ClickHouse are also often used together, with data first ingested into BigQuery and then streamed into ClickHouse via GCS or a Google Dataflow and Apache Beam mix. 

-ClickHouse specifically is an ideal solution for analytics products like us. Its low-cost, ultra-efficient mechanics delivers analytics at “click of a button” speeds.
+ClickHouse specifically is an ideal solution for developer platforms like us. Its low-cost, ultra-efficient mechanics delivers analytics at “click of a button” speeds.

 ## Further Resources

--- a/contents/blog/clickhouse-vs-druid.md
+++ b/contents/blog/clickhouse-vs-druid.md
@@ -121,7 +121,7 @@ Of course, you can utilize ClickHouse even with these constraints if you utilize
 - Simplified internal architecture
 - Materialized views

-Speaking from experience, if you run a billion-event [product analytics platform](/product) like ours, you should use ClickHouse 😉. 
+Speaking from experience, if you run a billion-event [developer platform](/product) like ours, you should use ClickHouse 😉. 

 ### When to use Druid

--- a/contents/blog/clickhouse-vs-postgres.md
+++ b/contents/blog/clickhouse-vs-postgres.md
@@ -20,7 +20,7 @@ Honestly, it is a bit ridiculous to compare Postgres and ClickHouse. The two dat

 So why even compare them? Because most companies that invest in an online analytical processing (OLAP) database like ClickHouse originally used an online transaction processing (OLTP) stack like MySQL or Postgres. PostHog's database journey was no different. 

-In 2020, PostHog used Postgres to store client data. In the beginning, it worked. But usage grew very, very fast. Eventually, that all-purpose Postgres database was tasked to store millions of rows of data. It was obvious Postgres couldn't handle the scale necessary for an analytics platform like PostHog.
+In 2020, PostHog used Postgres to store client data. In the beginning, it worked. But usage grew very, very fast. Eventually, that all-purpose Postgres database was tasked to store millions of rows of data. It was obvious Postgres couldn't handle the scale necessary for a developer platform like PostHog.

 At first, the team tried a ton of hack-y and wacky solutions in attempts to get Postgres to work. Turns out, that wasn’t sustainable (who would’ve thought!). Eventually, PostHog [migrated client data to ClickHouse](/blog/how-we-turned-clickhouse-into-our-eventmansion). Boom! 

--- a/contents/blog/clickhouse-vs-snowflake.md
+++ b/contents/blog/clickhouse-vs-snowflake.md
@@ -122,7 +122,7 @@ Part of Snowflake’s value prop is the broad appeal to both technical and non-t

 ClickHouse and Snowflake are both used for analytics, but ClickHouse is more focused on analytical queries. 

-ClickHouse is a great fit for PostHog because we are an analytics platform – we need to be able to answer questions like “what is the average time to convert for users who saw a certain feature?” in *real time* and *at speed of click*.
+ClickHouse is a great fit for PostHog because we are an developer platform – we need to be able to answer questions like “what is the average time to convert for users who saw a certain feature?” in *real time* and *at speed of click*.

 Traditionally, Snowflake can be considered more of a standard data warehouse or data lake where you can store all your data and then query it. This is a great fit for companies that want to store all their data in one place and then query it.

--- a/contents/blog/collaborating-on-posthog.md
+++ b/contents/blog/collaborating-on-posthog.md
@@ -88,7 +88,7 @@ As always, we welcome and highly encourage you to share any feedback you may hav

 <div style="border: 1px solid #D9D9D9; margin-bottom: 16px; margin-top: 16px;"></div>

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />

--- a/contents/blog/cookieless-analytics.md
+++ b/contents/blog/cookieless-analytics.md
@@ -41,6 +41,6 @@ At PostHog, we’ve built a suite of product analytics tools which you can host

 Safari started blocking third-party cookies back in 2017 and they account for 19% of internet traffic, so you’re likely already having a degraded analytics experience if you rely on third-party cookies for Safari users. It’s better to start putting backup systems in place early to avoid such outcomes. One other benefit of starting early is that ad blockers focus on third-party cookies as a way to restrict ads and tracking, which can significantly corrupt the results you get in your analytics. Moving to a first-party cookie approach lets you continue getting high quality tracking for users who install ad blockers.

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
--- a/contents/blog/customer-support-at-posthog.md
+++ b/contents/blog/customer-support-at-posthog.md
@@ -51,6 +51,6 @@ The beauty of open source is that it’s built on a passionate community of cont

 Would we do things differently if we were starting over? Barely. We might hone in on Slack as our main comms channel earlier in our journey, but we’re otherwise happy with how customer support at PostHog has evolved.

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
--- a/contents/blog/cypress-end-to-end-tests.md
+++ b/contents/blog/cypress-end-to-end-tests.md
@@ -247,6 +247,6 @@ Hey! You made it this far. If you see yourself working on challenging issues at

 Check out our [careers](/careers) page and give us a shout!

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
--- a/contents/blog/data-management-feature.md
+++ b/contents/blog/data-management-feature.md
@@ -103,6 +103,6 @@ These are powerful tools for organizing your data, but we're just scratching the

 As always, we welcome any feedback you may have about this feature. Feel free to open an issue in [our Github repo](https://github.com/PostHog/posthog), join us directly for a [call](https://calendly.com/posthog-feedback) with our Product & Engineering team, or [submit a ticket in our app](https://app.posthog.com/home#supportModal). 

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
--- a/contents/blog/feedback-loops.md
+++ b/contents/blog/feedback-loops.md
@@ -75,7 +75,7 @@ Note how gathering feedback was not an afterthought, but an important part of pl

 I go through all these examples to serve as an intuition pump: feedback loops don't arise out of thin air, but aggressively seeking them yourself allows you to move quicker, come up with solutions you wouldn't have otherwise thought of, and leads to a higher quality product.

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <NewsletterForm />

--- a/contents/blog/frontend-filters-and-backend-sql.md
+++ b/contents/blog/frontend-filters-and-backend-sql.md
@@ -774,7 +774,7 @@ And you can stop recording if you want, or you can keep recording. But the-
 
 Oh, I'm actually going to stop so I don't run out of space.

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
 
--- a/contents/blog/ga4-alternatives.md
+++ b/contents/blog/ga4-alternatives.md
@@ -64,7 +64,7 @@ The following GA4 alternatives all solve one or more of these issues. Some provi
 - **GDPR compliance:** <span className="text-green text-lg">✔</span> (via self-hosting or EU Cloud)
 - **GA data import:** <span className="text-red text-lg">✖</span>

-PostHog is an [all-in-one Product OS](/product) that includes product analytics, session recording and A/B testing – pretty much everything you need to track user behavior in an app or website, basically. Like GA4, PostHog is an event-based platform. It's priced on per event used, though it offers a generous [1 million events for free](/pricing) each month, so many users can use it for free.
+PostHog is an [all-in-one developer platform](/product) that includes product analytics, session recording and A/B testing – pretty much everything you need to track user behavior in an app or website, basically. Like GA4, PostHog is an event-based platform. It's priced on per event used, though it offers a generous [1 million events for free](/pricing) each month, so many users can use it for free.

 As an open-source product, you can see exactly what the team is working on via the [PostHog's public roadmap](/roadmap). Small projects can self-host PostHog to keep complete control of their data, while PostHog Cloud (with US and EU hosting options) is available for those who want a managed SaaS experience.

--- a/contents/blog/hacktoberfest-2020.md
+++ b/contents/blog/hacktoberfest-2020.md
@@ -33,6 +33,6 @@ Finally, we don't want to miss out on the fun. Thus, while you need 4 valid PRs

 Happy Hacktoberfest from our entire team at PostHog. Let's get hacking!

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
--- a/contents/blog/hosthog-blog.md
+++ b/contents/blog/hosthog-blog.md
@@ -53,6 +53,6 @@ If you have a question which isn’t answered here or in the Eventbrite page, yo

 > Join us in London,UK  on February 24th, 2022 for our first ever community meetup. It’s a free event, but spaces are limited — [RSVP to secure your spot](https://www.eventbrite.com/e/hosthog-london-2022-tickets-259372428917). 

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
--- a/contents/blog/how-we-built-an-app-server.md
+++ b/contents/blog/how-we-built-an-app-server.md
@@ -14,7 +14,7 @@ featuredImageType: full
 category: Engineering
 ---

-PostHog's mission is to increase the number of successful products in the world. To achieve it, we're building a comprehensive [suite of analytics and data tools](/product) (see [our roadmap](/roadmap) for what we're working on now). 
+PostHog's mission is to increase the number of successful products in the world. To achieve it, we're building a comprehensive [suite of dev tools](/product) (see [our roadmap](/roadmap) for what we're working on now). 

 Earlier in our history, users frequently asked us for ways to enrich and do more with their data. They wanted to add geographic data to events, get events from CRMs, export and import data from other sources, and more. 

--- a/contents/blog/how-we-turned-clickhouse-into-our-eventmansion.mdx
+++ b/contents/blog/how-we-turned-clickhouse-into-our-eventmansion.mdx
@@ -85,6 +85,6 @@ We’re also currently experimenting with [MaterializedPostgresSQL engine](https

 But that may be a topic for a future blogpost...

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <NewsletterForm />
--- a/contents/blog/is-autocapture-still-bad.md
+++ b/contents/blog/is-autocapture-still-bad.md
@@ -37,7 +37,7 @@ To quote Tony Stark: “An intelligence agency which fears intelligence is, hist

 Yes, too much data can make it hard to separate the signal from the noise, but that’s why it’s important to have the correct tools at your disposal. Too much data is only an issue if you’re unable to interrogate data effectively, or don’t know what you’re looking for. 

-A well-designed product analytics platform that is shaped by user feedback will enable you to sort the wheat from the data chaff easily. Especially when the [infrastructure is designed to function at scale](https://posthog.com/blog/clickhouse-announcement).
+A well-designed product analytics tool that is shaped by user feedback will enable you to sort the wheat from the data chaff easily. Especially when the [infrastructure is designed to function at scale](https://posthog.com/blog/clickhouse-announcement).

 Also, what's the alternative here? Having less data because you can only track the handful of data points you've planned for in advance? That sounds far less appealing.

@@ -47,7 +47,7 @@ Amplitude argues autocapture means you need someone to police and clean the data

 At PostHog, we do this through our [Data Management suite](/docs/user-guides/data-management), which lets you to add tags, descriptions and more to every event you track — whether autocaptured or not. At a glance you can see when an event has been created,  modified, deleted or gone ‘stale’.

-The article also raises the point that someone may make changes to your product which throw off your data without your knowledge. However this isn’t a risk that’s exclusive to autocapture, as it can happen with manual instrumentation as well. Ultimately, no analytics platform can protect your codebase from rogue engineers!
+The article also raises the point that someone may make changes to your product which throw off your data without your knowledge. However this isn’t a risk that’s exclusive to autocapture, as it can happen with manual instrumentation as well. Ultimately, no analytics tool can protect your codebase from rogue engineers!

 ## 3. Autocapture takes the same/more time

--- a/contents/blog/open-source-stack-for-engineers.md
+++ b/contents/blog/open-source-stack-for-engineers.md
@@ -34,7 +34,7 @@ Of course, PostHog isn’t the only [open-source analytics platform](/blog/best-

 Of course, [PostHog](https://posthog.com) may not be the _only_ open source software useful to engineers, but it’s our (completely biased) favorite. 

-PostHog’s all-in-one product analytics platform is a direct alternative to expensive, proprietary tools such as Amplitude, Mixpanel or Heap. It’s entirely self-serve, can be self-hosted or deployed in the cloud, and offers everything from funnel analytics and path analysis to cohort creation and user tracking. Best of all, because PostHog can be deployed on-prem, it’s more suitable for teams worried about [GDPR compliance](/docs/privacy/gdpr-compliance) and [HIPAA compliance](/docs/privacy/hipaa-compliance).
+PostHog’s all-in-one suite of dev tools that is direct alternative to expensive, proprietary tools such as Amplitude, Mixpanel or Heap. It’s entirely self-serve, can be self-hosted or deployed in the cloud, and offers everything from funnel analytics and path analysis to cohort creation and user tracking. Best of all, because PostHog can be deployed on-prem, it’s more suitable for teams worried about [GDPR compliance](/docs/privacy/gdpr-compliance) and [HIPAA compliance](/docs/privacy/hipaa-compliance).

 Unlike proprietary platforms such as Amplitude however, PostHog offers far more than just core analytics. Features such as session recording, feature flags and experimentation mean it can also act as an [open-source alternative to LaunchDarkly](/blog/best-open-source-feature-flag-tools), [HotJar](/blog/best-open-source-session-replay-tools), [VWO](/blog/best-open-source-ab-testing-tools) and more. This means PostHog isn’t just useful to engineers, but also to product managers and other teams which work closely with engineering.
 
--- a/contents/blog/optimize-to-posthog.md
+++ b/contents/blog/optimize-to-posthog.md
@@ -17,7 +17,7 @@ tags:

 As is the case with many fan-favorite Google products, their A/B testing platform, Optimize, was recently sunset. 

-PostHog is a great alternative that enables you to set up, run, and track A/B tests. It provides analytics built-in, along with a suite of product tools like feature flags, session replay, and surveys.
+PostHog is a great alternative that enables you to set up, run, and track A/B tests. It provides analytics built-in, along with a suite of dev tools like feature flags, session replay, and surveys.

 We wrote this guide to help you migrate from Optimize and make the most out of the tools PostHog has to offer. 

--- a/contents/blog/posthog-altinity-announce.md
+++ b/contents/blog/posthog-altinity-announce.md
@@ -33,7 +33,7 @@ We think this partnership with Altinity is exciting because, while self-hosted d

 You can find out more about our partnership with Altinity in the PostHog marketplace, where we’ll soon add even more exciting partners to help you get even more from your PostHog deployment. Until then, we’d love to hear your feedback in [our community page](/posts).

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />

--- a/contents/blog/posthog-announces-9-million-dollar-series-A.md
+++ b/contents/blog/posthog-announces-9-million-dollar-series-A.md
@@ -34,7 +34,7 @@ PostHog will use the funding to continue building out its product and engineerin

 **About PostHog**

-PostHog is an open source, product analytics platform. PostHog enables software teams to understand user behavior – auto-capturing events, performing product analytics and dashboarding, enabling video replays, and rolling out new features behind feature flags, all based on their single open source platform. The product’s open source approach enables companies to self-host, removing the need to send data externally. 
+PostHog is an open source developer platform. PostHog enables software teams to understand user behavior – auto-capturing events, performing product analytics and dashboarding, enabling video replays, and rolling out new features behind feature flags, all based on their single open source platform. The product’s open source approach enables companies to self-host, removing the need to send data externally. 

 Founded in 2020 by James Hawkins and Tim Glaser, PostHog was a member of Y Combinator’s Winter 2020 batch, and has subsequent raised $12m in funding from GV, Y Combinator and notable angel investors including Jason Warner (CTO, GitHub), Solomon Hykes (Founder, Docker) and David Cramer (Founder, Sentry).

@@ -49,7 +49,7 @@ We also run the YC Growth Program, which brings together founder-CEOs who are le
 Press contacts
 [press@posthog.com](mailto:press@posthog.com)

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />

--- a/contents/blog/posthog-vs-fullstory.mdx
+++ b/contents/blog/posthog-vs-fullstory.mdx
@@ -24,7 +24,7 @@ import { ComparisonRow } from 'components/ComparisonTable/row'

 PostHog and FullStory are both popular tools for understanding user behavior, but how are they different? Here’s the short answer.

- **PostHog** is an all-in-one product improvement platform built primarily for engineers and technical users. It offers a wide range of features to help teams build better products, including analytics, feature flags, session replays, and more.
+- **PostHog** is an all-in-one developer platform built to help engineers build successful products. It offers a wide range of features to help teams build better products, including analytics, feature flags, session replays, and more.

 - **FullStory** is primarily a session replay tool focused on helping product managers and UX specialists to understand more about how their users interact with product UI. 

@@ -39,7 +39,7 @@ In this comparison, we'll explore, compare and contrast PostHog and FullStory in

 ## How is PostHog different?

-#### 1. PostHog is an all-in-one product improvement platform
+#### 1. PostHog is an all-in-one developer platform
 FullStory includes a few additional features, but it's mostly focused on session replay. In contrast, PostHog is a comprehensive, all-in-one platform that easily replaces an entire stack of traditional tools, such as [LaunchDarkly](/blog/posthog-vs-launchdarkly), [Amplitude](/blog/posthog-vs-amplitude), and FullStory.  

 #### 2. PostHog is for engineers, technical users, _builders_
--- a/contents/blog/posthog-vs-growthbook.mdx
+++ b/contents/blog/posthog-vs-growthbook.mdx
@@ -26,7 +26,7 @@ PostHog and GrowthBook both provide open source, self-serve feature flags and ex

 - [GrowthBook](/blog/best-growthbook-alternatives) is a warehouse-native feature flag and experiments platform. It focuses on integrating with the product and data tools you already use.

- PostHog is an all-in-one product and data platform. Beyond [feature flags](/feature-flags) and [experiments](/experiments), it includes [product analytics](/product-analytics), [session replay](/session-replay), [surveys](/surveys), [CDP](/cdp), and more.
+- PostHog is an all-in-one suite of dev tools. Beyond [feature flags](/feature-flags) and [experiments](/experiments), it includes [product analytics](/product-analytics), [session replay](/session-replay), [surveys](/surveys), [CDP](/cdp), and more.

 In this post, we'll cover these differences in more detail, and answer frequently asked questions about both tools.

@@ -40,7 +40,7 @@ PostHog brings together all the tools engineers need for testing, releasing, and

 PostHog combines usage, performance, and [behavioral data](/product-engineers/behavioral-analytics) with flags and experiments. PostHog’s [data warehouse](/data-warehouse) also enables you to pull in data from external sources.

-Having all these product and data tools together enables you to do better analysis of shipped features and make better decisions about what you are building next. 
+Having all these dev tools together enables you to do better analysis of shipped features and make better decisions about what you are building next. 

 ### 2. PostHog is built for startups and engineers

@@ -65,7 +65,7 @@ PostHog needs none of this. You use the same app and SDKs for managing and evalu

 ### Platform

-Both PostHog and GrowthBook have the infrastructure to use flags and experiments effectively with your current app. PostHog has a wider range of product and data tools built in, while GrowthBook relies on third-party integrations
+Both PostHog and GrowthBook have the infrastructure to use flags and experiments effectively with your current app. PostHog has a wider range of dev tools built in, while GrowthBook relies on third-party integrations

 <ComparisonTable column1="PostHog" column2="GrowthBook">
  <ComparisonRow column1={true} column2={true} feature="Open source" description="Code publicly accessible" />
--- a/contents/blog/posthog-vs-logrocket.mdx
+++ b/contents/blog/posthog-vs-logrocket.mdx
@@ -32,7 +32,7 @@ Want to know how PostHog and LogRocket compare? If you remember nothing else, re

 ### 1. PostHog replaces multiple tools

-LogRocket is a narrow tool. It does one thing – and it does it well. PostHog includes many of the same tools, such as session replay, [error tracking](/docs/error-tracking), and console logs, but augments them with powerful product and data tools, such as product analytics, feature flags, A/B testing, and surveys. It's everything you need to both squash bugs _and_ understand every aspect of user behavior.
+LogRocket is a narrow tool. It does one thing – and it does it well. PostHog includes many of the same tools, such as session replay, [error tracking](/docs/error-tracking), and console logs, but augments them with powerful dev tools, such as product analytics, feature flags, A/B testing, and surveys. It's everything you need to both squash bugs _and_ understand every aspect of user behavior.

 ### 2. PostHog is open source and transparent

@@ -62,7 +62,7 @@ We ship weirdly fast. We update [our changelog](/changelog) every week and often

 ### Product analytics

-While LogRocket offers some product analytics features, it isn’t primarily intended as an analytics platform and lacks many things product managers and engineers require. PostHog is a more capable product analytics platform, offering advanced features such as correlation analysis, custom formulas, and a flexible SQL query editor.
+While LogRocket offers some product analytics features, it isn’t primarily intended as a product analytics tool and lacks many things product managers and engineers require. PostHog is a more capable product analytics app, offering advanced features such as correlation analysis, custom formulas, and a flexible SQL query editor.

 <ComparisonTable column1="PostHog" column2="LogRocket">
  <ComparisonRow column1={true} column2={true} feature="Graphs and trends" description="Build custom insights and visualizations" />
--- a/contents/blog/posthog-vs-matomo.mdx
+++ b/contents/blog/posthog-vs-matomo.mdx
@@ -111,7 +111,7 @@ Product analytics reveals the evolution of both tools. While PostHog has always

 A simple way to compare integrations:

- PostHog has more integrations with data and product tools.
+- PostHog has more integrations with dev tools.
 - Matomo has more integrations with ecommerce and CMS platforms.

 But this doesn't mean either lacks those types of integrations.
--- a/contents/blog/posthog-vs-pendo.mdx
+++ b/contents/blog/posthog-vs-pendo.mdx
@@ -25,7 +25,7 @@ Want to understand the difference between Pendo and PostHog? Here's the short an

 1. Pendo enables users to add in tool-tips and in-app messages. It includes some product analytics tools.

-2. PostHog is an all-in-one product improvement platform that includes the ability to add in-app messages, as well as analytics, feature flags, session replays and more.
+2. PostHog is an all-in-one developer platform that includes the ability to add in-app messages, as well as analytics, feature flags, session replays and more.

 Now it's time for the long answer...

--- a/contents/blog/posthog-vs-sentry.mdx
+++ b/contents/blog/posthog-vs-sentry.mdx
@@ -95,7 +95,7 @@ The core of PostHog and Sentry are different. Sentry focuses entirely on error a

 ### Error and performance monitoring

-Error and performance monitoring is the main focus of Sentry. Although PostHog has a full error tracking product, it's missing some of the tracing and monitoring features that Sentry offers.
+Error and performance monitoring is the main focus of Sentry. Although PostHog has a full error tracking app, it's missing some of the tracing and monitoring features that Sentry offers.

 <ComparisonTable column1="PostHog" column2="Sentry">
  <ComparisonRow column1={true} column2={true} feature="Exception capture" description="Capture errors and exceptions including stack traces" />
--- a/contents/blog/posthog-vs-statsig.mdx
+++ b/contents/blog/posthog-vs-statsig.mdx
@@ -38,7 +38,7 @@ PostHog brings together all the tools engineers need for testing, releasing, and

 ![PostHog homepage features](https://res.cloudinary.com/dmukukwp6/image/upload/v1710055416/posthog.com/contents/images/blog/posthog-vs-statsig/all.png)

-PostHog combines usage, performance, and [behavioral data](/product-engineers/behavioral-analytics) with flags and experiments. Having all these product and data tools together enables you to do better analysis of shipped features and make better decisions about what you are building next. 
+PostHog combines usage, performance, and [behavioral data](/product-engineers/behavioral-analytics) with flags and experiments. Having all these dev tools together enables you to do better analysis of shipped features and make better decisions about what you are building next. 

 ### 2. We're open source and transparent

--- a/contents/blog/product-engineer-tools.md
+++ b/contents/blog/product-engineer-tools.md
@@ -35,7 +35,7 @@ Product engineers supplement talking to users with product analytics and usage d

 For example, you set an OKR to increase feature usage by paid users. To measure and improve this, you need data on the usage of the feature and the areas surrounding the feature. With that data, you can analyze the feature usage conversion, retention, correlated behavior, and more.

-[PostHog](/product#top-features) has a suite of product analytics tools built for this. Product engineers (like [Y Combinator’s](/customers/ycombinator)) use PostHog to capture, organize, analyze, and visualize product usage data. PostHog also has session recordings for going into the details of an individual’s experience with the product.
+[PostHog](/product#top-features) has a suite of developer tools built for this. Product engineers (like [Y Combinator’s](/customers/ycombinator)) use PostHog to capture, organize, analyze, and visualize product usage data. PostHog also has session recordings for going into the details of an individual’s experience with the product.

 ![Session recordings](https://res.cloudinary.com/dmukukwp6/image/upload/v1710055416/posthog.com/contents/images/blog/product-engineer-tools/session-recordings.png)
 <Caption>PostHog's <a href="/product/session-recording">session recordings</a> visualize what users are actually doing in your product</Caption>
--- a/contents/blog/seed-grow-scale-devrel.mdx
+++ b/contents/blog/seed-grow-scale-devrel.mdx
@@ -29,7 +29,7 @@ Needing DevRel doesn't instantly mean you need to hire a team or even have a per

 ### At PostHog...

-PostHog is an open-source product analytics platform. We do have end-users of PostHog that aren't developers. But there are plenty of interactions with PostHog from developers. It is [installed](/docs/self-host), maintained, [integrated](/docs/integrate), and also [used](/using-posthog) by software developers with a product mindset. My current thinking is that a key persona for DevRel at PostHog is someone who would identify themselves as a "Product Engineer" or a product-minded software developer.
+PostHog is an open-source developer platform. We do have end-users of PostHog that aren't developers. But there are plenty of interactions with PostHog from developers. It is [installed](/docs/self-host), maintained, [integrated](/docs/integrate), and also [used](/using-posthog) by software developers with a product mindset. My current thinking is that a key persona for DevRel at PostHog is someone who would identify themselves as a "Product Engineer" or a product-minded software developer.

 ## What will Developer Relations do?

@@ -115,7 +115,7 @@ The "What DevRel roles do you need?" section outlines our likely short-term hiri
 -   **Developer Advocates for external communities**: As we identify key external communities, there's a definite benefit to having developer advocates focused on them. At Nexmo/Vonage, we hired programming language developer advocates (JS, Python, Ruby, PHP, C# .NET, Java etc.) because we believed a communications API platform has potential value to most developers. At PostHog, the advocacy roles are more likely to be focused on:
    -   General web and app technology trends such as Next.js, Gatsby, Supabase, Sanity.io, Netlify, Vercel etc. used by progressive companies who are building new or actively upgrading products. For this, a Jamstack Advocate may be the correct role.
    -   Data storage, manipulation, and transformation technologies such as Snowflake, Data Bricks, Google/BigQuery, Microsoft Azure/SQL Data Warehouse, ETL platforms, etc. A Data Cloud Advocate may be the right role to focus on these technologies.
-   **Create a startup program**: In the same way that every company needs to send email to engage with their customers, every company needs to understand and improve how their customers are using their product. I use this analogy because SendGrid were very successful in their work with startup communities. So, working with startup incubators and accelerators to ensure PostHog is the go-to product analytics platform is a no-brainer to me. Starting with FinTech may be a good approach since it will align with our focus on companies that have a fundamental need for privacy and data control.
+-   **Create a startup program**: In the same way that every company needs to send email to engage with their customers, every company needs to understand and improve how their customers are using their product. I use this analogy because SendGrid were very successful in their work with startup communities. So, working with startup incubators and accelerators to ensure PostHog is the go-to developer platform is a no-brainer to me. Starting with FinTech may be a good approach since it will align with our focus on companies that have a fundamental need for privacy and data control.

 _<sup>††</sup> I can see value in a rotation schedule being across multiple DevRel roles and also into non-DevRel roles._

--- a/contents/blog/send-love-to-open-source.md
+++ b/contents/blog/send-love-to-open-source.md
@@ -58,6 +58,6 @@ Also, getting people who care about open-source projects to star our repo is of

 > Support the projects that make PostHog possible by [heading to the PostHog repo and starring it today!](https://github.com/PostHog/posthog) We'll donate $5 for every star between now and through to the end of Valentine's Day!

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
--- a/contents/blog/sessions-removal.md
+++ b/contents/blog/sessions-removal.md
@@ -53,6 +53,6 @@ In addition to the changes above, we're also significantly improving recordings
 ## What's next?
 We are considering full support for session-based [behavioral analytics](/product-engineers/behavioral-analytics) and want to gather more context on the use cases for this. In particular, we want to make sure users have flexibility around their own concept of sessions, support a full range of analytics (e.g. session count, duration, multi-device sessions), etc.

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
--- a/contents/blog/the-posthog-array-1-16-0.md
+++ b/contents/blog/the-posthog-array-1-16-0.md
@@ -52,7 +52,7 @@ As of right now, if you're on a self-hosted instance, you should head over to 'P

 We also have built apps for currency normalization and GeoIP data, allowing you to convert currency values in events according to up-to-date exchange rates and determine the location of an event based on the user's IP.

-Our overall vision for apps is to enable seamless integration with other relevant data analytics platforms, as well as allow users to more easily customize PostHog's functionality by adding their own logic and data to the event pipeline.
+Our overall vision for apps is to enable seamless integration with other relevant developer platforms, as well as allow users to more easily customize PostHog's functionality by adding their own logic and data to the event pipeline.

 Finally, as is the case with session recording, please report any bugs in the functionality on [GitHub](https://github.com/PostHog/posthog/issues).

--- a/contents/blog/the-state-of-plugins.md
+++ b/contents/blog/the-state-of-plugins.md
@@ -60,7 +60,7 @@ Out of the more than 4,000 teams we have on PostHog Cloud, 50.3% use plugins (in

 However, only 4% of teams use a plugin that is not GeoIP. This is quite low. That said, many plugins weren't available to everyone on cloud until recently, so this is likely to be under-reporting the reality of how many teams would use them.

-The most popular plugin on Cloud (excluding GeoIP) is the Timestamp Parser, which turns timestamp data into date properties. This helps teams answer questions such as ‘_Why did our traffic spike on Tuesday?_’ or ‘_Do we get more purchases at the weekend or not?_’
+The most popular plugin on Cloud (excluding GeoIP) is the Timestamp Parser, which turns timestamp data into date properties. This helps developers answer questions such as ‘_Why did our traffic spike on Tuesday?_’ or ‘_Do we get more purchases at the weekend or not?_’

 ## Plugins on self-hosted PostHog deployments

--- a/contents/blog/track-your-website-with-posthog.md
+++ b/contents/blog/track-your-website-with-posthog.md
@@ -43,7 +43,7 @@ Worried about GDPR but don’t want to self-host? We recently, we offer [PostHog

 ![session recording on posthog](https://res.cloudinary.com/dmukukwp6/image/upload/v1710055416/posthog.com/contents/images/blog/activation-checklist-images/session-recording-posthog.png)

-We’ve built PostHog to be an all-in-one product analytics platform that, unlike tools such as Amplitude or Mixpanel, doesn’t force you to use other tools to plug feature gaps. Using PostHog across your marketing site therefore enables you to benefit from these tools, including [session recording](/manual/recordings), [heatmaps](/manual/toolbar) and [apps](/apps).
+We’ve built PostHog to be an all-in-one developer platform that, unlike tools such as Amplitude or Mixpanel, doesn’t force you to use other tools to plug feature gaps. Using PostHog across your marketing site therefore enables you to benefit from these tools, including [session recording](/manual/recordings), [heatmaps](/manual/toolbar) and [apps](/apps).

 Session recording in particular is useful on a marketing website, as it lets you filter by events to find actual recordings of users who complete certain actions. Want to literally watch how a successful lead differs from an unsuccessful one, or how users navigate your documentation? Now you can. 

--- a/contents/blog/using-posthog.md
+++ b/contents/blog/using-posthog.md
@@ -161,7 +161,7 @@ Simply click on the number of users who completed the step, or dropped off, and

 ## 13. Analyze retrospective data

-With some analytics platforms, you can only look at data once you've started collecting it – you have to define an action, then wait months to gather data for it. In PostHog, you can look at retroactive data easily as we capture information automatically and enable you to make faster decisions. 
+With some analytics tools, you can only look at data once you've started collecting it – you have to define an action, then wait months to gather data for it. In PostHog, you can look at retroactive data easily as we capture information automatically and enable you to make faster decisions. 

 Quoting [MentionMe Software Engineer Lleo Harress](https://posthog.com/customers/mention-me): 

--- a/contents/blog/what-is-a-growth-engineer.md
+++ b/contents/blog/what-is-a-growth-engineer.md
@@ -19,7 +19,7 @@ Every startup loves to see its growth metrics – signups, subscriptions, and re

 In this post, we'll explain the benefits of growth engineers, the type of people who succeed as growth engineers, their skills, what they work on, why you should hire them, and how growth engineering works at PostHog.

-> **Who are we?** [PostHog](/) is an open source suite of product and data tools built to help engineers build successful products. Relevant to this post, we have a team of growth engineers who work to maximize the number of people who get value out of PostHog.
+> **Who are we?** [PostHog](/) is an open source suite of dev tools built to help engineers build successful products. Relevant to this post, we have a team of growth engineers who work to maximize the number of people who get value out of PostHog.

 ## What are the characteristics of a growth engineer?

--- a/contents/blog/what-is-product-analytics.md
+++ b/contents/blog/what-is-product-analytics.md
@@ -88,7 +88,7 @@ Most product analytics tools such as Mixpanel and Amplitude work by capturing us

 PostHog enables you to self-host your product analytics, so you keep data on your infrastructure and don't need to share data with anyone. Not even PostHog. 

-There are many situations where it may be preferable not to share data with a third-party analytics platform, such as a need to protect user information or mitigate the risk of data breaches. Self-hosting your product analytics platform also provides other benefits, such as circumventing ad blockers due to the lack of third-party cookies.
+There are many situations where it may be preferable not to share data with a third-party analytics platform, such as a need to protect user information or mitigate the risk of data breaches. Self-hosting product analytics also provides other benefits, such as circumventing ad blockers due to the lack of third-party cookies.

 > Find out [how to self-host product analytics](/docs/self-host) with PostHog and easily deploy to your infrastructure using DigitalOcean. 

@@ -104,7 +104,7 @@ As a result, Google Analytics is often the preferred tool for specific roles in

 ## What are the best product analytics tools?

-Naturally, we think PostHog is the best product analytics tool available. 
+Naturally, we think PostHog has the best product analytics tool available. 

 Why? PostHog enables you to self-host your analytics, integrates with tools such as data warehouses and offers everything you need to interrogate your data in a simple, visual UI. No SQL required. PostHog also offers many unique features which closed-source competitors do not, such as feature flags and session recording. 

@@ -118,6 +118,6 @@ There are a variety of product analytics tools available to choose from however,

 - [How to achieve B2B product market fit](/blog/how-to-product-market-fit): How to approach finding market fit for a B2B product

-> PostHog is an open-source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open-source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />
--- a/contents/blog/yc-top-companies.md
+++ b/contents/blog/yc-top-companies.md
@@ -24,7 +24,7 @@ It actually is. YC have invested in over 3,000 startups - and they're widely see

 As an open-source company, we document everything we do on our [blog](https://posthog.com/blog), in our [company handbook](https://posthog.com/handbook/company/story), and on our [GitHub repo](https://github.com/posthog/posthog). So it was only natural that we'd also want to document this achievement - as a reminder of how far we've come and where we're going.

-> PostHog is an open source analytics platform you can host yourself. We help you build better products faster, without user data ever leaving your infrastructure.
+> PostHog is an open source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <ArrayCTA />

--- a/contents/customers/mention-me.mdx
+++ b/contents/customers/mention-me.mdx
@@ -26,7 +26,7 @@ As a result of this shift, Mention Me needed to track product data which could r

 ## Self-hosting PostHog

-With a variety of product analytics platforms to choose from, Mention Me hoped to bring in a new tool quickly and start gathering data. However, data security was a concern and the Engineering team knew it could be risky to share any data with third parties.
+With a variety of product analytics tools to choose from, Mention Me hoped to bring in a one quickly and start gathering data. However, data security was a concern and the Engineering team knew it could be risky to share any data with third parties.

 “We [looked at Amplitude](/blog/posthog-vs-amplitude), Mixpanel and Pendo and not only were they far too expensive but it was also very unclear how they worked in terms of data privacy,” said Joe Saunderson, Software Engineer at Mention Me. “We knew we needed to keep everything on our infrastructure because our clients’ privacy is very important to us and we have obligations to store their data safely.”

--- a/contents/docs/advanced/cdp.md
+++ b/contents/docs/advanced/cdp.md
@@ -18,7 +18,7 @@ If you don't have a CDP already set up, you might not need one. PostHog has:
 - [SDKs](/docs/libraries) and [API](/docs/api/capture) to capture data from anywhere.
 - A [data warehouse](/docs/data-warehouse) to easily import and query data from [Stripe](/tutorials/stripe-reports), [Hubspot](/tutorials/hubspot-reports), [Zendesk](/tutorials/zendesk-reports), [S3](docs/data-warehouse/setup/s3), and more.
 - Pre-built and customizable [transformations and destinations](/docs/cdp) for cleaning and sending data to other tools like [webhooks](/docs/cdp/destinations/webhook), [Slack](/docs/cdp/destinations/slack), and more.
- A suite of analysis tools including [SQL querying](/docs/product-analytics/sql) and visualizations.
+- A suite of dev tools including [SQL querying](/docs/product-analytics/sql) and visualizations.

 This means PostHog can act as your single source of truth without needing to set up and pay for another tool.

--- a/contents/docs/ai-engineering/index.mdx
+++ b/contents/docs/ai-engineering/index.mdx
@@ -15,7 +15,7 @@ You'll find this page and its resources useful if you're:
 - A vibe coder or engineer who uses AI agents and tools
 - Just here to try cool AI features in PostHog

-PostHog is all the product tools you need in one. When you add AI on top of that, and with enough data, your product should be able to build itself. That's our long-term vision for AI at PostHog, so we're building the tools you need to get there. 
+PostHog is all the dev tools you need in one. When you add AI on top of that, and with enough data, your product should be able to build itself. That's our long-term vision for AI at PostHog, so we're building the tools you need to get there. 

 It's a bit like the dream of a self-driving car, but for your product.

--- a/contents/docs/cdp/transformations/index.md
+++ b/contents/docs/cdp/transformations/index.md
@@ -18,7 +18,7 @@ PostHog enables you to transform your events in realtime using a variety of pre-

 Need more flexibility? Our [custom transformations](/docs/cdp/transformations/customizing-transformations) enable you to write your own Hog code to transform events exactly how you want. You can modify, enrich, or filter your events using our powerful Hog programming language.

-**Note**: Transformations don't apply to exceptions we capture as part of the error tracking product. If you need to run transformation against your exception data, please [let us know in-app](https://us.posthog.com#panel=support%3Afeedback%3Aerror_tracking%3Alow%3Atrue).
+**Note**: Transformations don't apply to exceptions we capture as part of error tracking. If you need to run transformation against your exception data, please [let us know in-app](https://us.posthog.com#panel=support%3Afeedback%3Aerror_tracking%3Alow%3Atrue).

 ## Filtering

--- a/contents/docs/contribute/index.md
+++ b/contents/docs/contribute/index.md
@@ -23,7 +23,7 @@ Before raising a new issue, please [search within existing ones](https://github.

 ## Deciding what to work on

-We maintain [a list of good first issues](https://github.com/PostHog/posthog/issues?q=is%3Aissue+is%3Aopen+label%3A%22good+first+issue%22) that are a great way to get started contributing to the PostHog open-source product analytics platform. You can also pick up any other open tickets, though they may be more complicated to work with. If in doubt, just leave a comment for the author of the issue! Outside of tickets, if there are small improvements to layout, text, or functionality, feel free to create a pull request directly.
+We maintain [a list of good first issues](https://github.com/PostHog/posthog/issues?q=is%3Aissue+is%3Aopen+label%3A%22good+first+issue%22) that are a great way to get started contributing to the PostHog open-source developer platform. You can also pick up any other open tickets, though they may be more complicated to work with. If in doubt, just leave a comment for the author of the issue! Outside of tickets, if there are small improvements to layout, text, or functionality, feel free to create a pull request directly.

 You can also [update PostHog's documentation, handbook, or write a blog post](/handbook/engineering/posthog-com/developing-the-website). We maintain [a list of good first issues](https://github.com/PostHog/posthog.com/issues?q=is%3Aopen+is%3Aissue+label%3A%22good+first+issue%22) here too. Take a look at our [style guide](https://github.com/PostHog/posthog.com/blob/master/STYLEGUIDE.md) before getting started.

--- a/contents/docs/error-tracking/managing-issues.mdx
+++ b/contents/docs/error-tracking/managing-issues.mdx
@@ -2,7 +2,7 @@
 title: Manage and resolve issues
 ---

-Our error tracking product gives you multiple ways to help you manage issues and work towards resolution. 
+Error tracking gives you multiple ways to help you manage issues and work towards resolution. 

 ## Update issue status

--- a/contents/docs/hog/index.mdx
+++ b/contents/docs/hog/index.mdx
@@ -394,7 +394,7 @@ The "aha" moment came when we realized we could build a real programming languag

 The key insight was this: we can pause and resume our own VM at any point, including right before `fetch()` calls. When a script calls `fetch`, we serialize the entire VM state (stack, bytecode, metadata), pass all of that onto the "fetch service" (via a queue like Kafka), push the response back onto the VM's stack, and resume execution on what might be a completely different machine. It doesn't matter if the fetch was called in a for loop or in an extremely recursive call stack, we can pause and resume the language at will. It's magic.

-During the [MyKonos hackathon](https://posthog.com/blog/mykonos-hackathon) in May we built the first version of Hog, and then productized it over the next 5 months as part of our new CDP product.
+During the [MyKonos hackathon](https://posthog.com/blog/mykonos-hackathon) in May we built the first version of Hog, and then productized it over the next 5 months as part of our new CDP app.

 So that's why we built Hog: to run multi-hop user-provided async scripts in a safe, predictable, and scalable way.

--- a/contents/docs/libraries/wordpress.md
+++ b/contents/docs/libraries/wordpress.md
@@ -4,7 +4,7 @@ icon: >-
  https://res.cloudinary.com/dmukukwp6/image/upload/posthog.com/contents/images/docs/integrate/frameworks/wordpress.svg
 ---

-Getting traffic, usage, and user behavior data about your [WordPress](https://www.wordpress.org/) site is simple with PostHog. Once you have that data, you can discover insights and build dashboards with our suite of analytics tools.
+Getting traffic, usage, and user behavior data about your [WordPress](https://www.wordpress.org/) site is simple with PostHog. Once you have that data, you can discover insights and build dashboards with our suite of dev tools.

 ## How to add PostHog to your WordPress site

--- a/contents/docs/llm-analytics/integrations/index.mdx
+++ b/contents/docs/llm-analytics/integrations/index.mdx
@@ -8,7 +8,7 @@ availability:

 import { CalloutBox } from 'components/Docs/CalloutBox'

-Outside of our native [LLM analytics product](/docs/llm-analytics/start-here), we've teamed up with various third-party platforms to track metrics for LLM apps. 
+Outside of our native [LLM analytics app](/docs/llm-analytics/start-here), we've teamed up with various third-party platforms to track metrics for LLM apps. 

 <CalloutBox title="Note">

--- a/contents/docs/new-to-posthog/activation.mdx
+++ b/contents/docs/new-to-posthog/activation.mdx
@@ -32,7 +32,7 @@ In **Uber's** case, activation was taking a first ride. Once you understand the

 Some products have wide variability in how they get used, like **Pinterest**. Rather than focus on a specific behavior, they counted activation according to the number of days within a month someone used the product. Anything more than four counted as activation.

-Quantity is a totally reasonable factor in activation, too. For **PostHog's** session replay product, we count activation as anyone who has watched at least five replays. Just looking at one or two is more like kicking the tires.
+Quantity is a totally reasonable factor in activation, too. For **PostHog's** session replay app, we count activation as anyone who has watched at least five replays. Just looking at one or two is more like kicking the tires.

 Activation looks different for every product. It can be expressed as a quantity of events, or even as a composite of multiple events.

--- a/contents/example-components.mdx
+++ b/contents/example-components.mdx
@@ -13,7 +13,7 @@ import { ComparisonHeader } from 'components/ComparisonTable/header'

 <Hero
    title="Self-hosted alternative to Google Analytics"
-    subtitle="PostHog’s self-hosted analytics platform helps teams better understand how their products are being used. Unlike Google Analytics, PostHog is open-source and can be deployed on your existing infrastructure."
+    subtitle="PostHog’s self-hosted developer platform equips engineers with the dev tools they need to build successful products. Unlike Google Analytics, PostHog is open-source and can be deployed on your existing infrastructure."
    ctas={[
        <CallToAction href="https://app.posthog.com/signup">Get started - free</CallToAction>,
        <CallToAction href="/demo" type="outline">
--- a/contents/faq.mdx
+++ b/contents/faq.mdx
@@ -8,7 +8,7 @@ showTitle: true

 ### What is PostHog?

-PostHog is an all-in-one suite of product and data tools including product analytics, web analytics, session replay, heatmaps, feature flags, experiments, surveys, and more. Our mission is to equip every developer to build successful products. 
+PostHog is an all-in-one suite of dev tools including product analytics, web analytics, session replay, heatmaps, feature flags, experiments, surveys, and more. Our mission is to equip every developer to build successful products. 

 We're open source, free-to-use, and self-serve.

@@ -19,7 +19,7 @@ PostHog helps developers understand how users use their product, figure out ways
 - Anonymous and identified event capture, supports both autocapture and custom events
 - Frontend and backend SDKs
 - API for capture, flags, creating and managing metadata
- A full product analytics platform with trends, funnels, retention, SQL, and more
+- Product analytics with trends, funnels, retention, SQL, and more
 - A simplified web analytics dashboard with session duration, bounce rates, and channel analysis
 - Session replays with event timeline, console and performance capture, and mobile recording
 - Heatmaps, clickmaps, scrollmaps
--- a/contents/founders/features-sell.md
+++ b/contents/founders/features-sell.md
@@ -58,7 +58,7 @@ We started off as "open source product analytics". This means people instantly k

 As we grew, we quickly built many more products into the platform. Today, we provide product analytics, session recording, feature flags, experimentation and a range of apps. This is when it got harder to describe what we do in a one liner.

-We went for "Open Source Product OS. A suite of product and data tools. Built on the modern data stack.", then immediately included the list of them underneath.
+We went for "Open Source Product OS. A suite of dev tools. Built on the modern data stack.", then immediately included the list of them underneath.

 This created [a large debate](https://github.com/PostHog/posthog.com/issues/3620) internally. 

--- a/contents/founders/hacker-news-premortem.md
+++ b/contents/founders/hacker-news-premortem.md
@@ -97,7 +97,7 @@ Fun fact: [PostHog's pricing page](../../pricing) is the second most popular pla

 ## I can't see the difference between this and X?

-If you're building something in a crowded space, like - say - an analytics product, people need a very good reason to use a tiny new startup's thing, over a better established competitor,
+If you're building something in a crowded space, like - say - product analytics, people need a very good reason to use a tiny new startup's thing, over a better established competitor,

 Reasons they feel this way:

--- a/contents/founders/learnings-from-elon.md
+++ b/contents/founders/learnings-from-elon.md
@@ -102,7 +102,7 @@ Elon’s companies are wildly ambitious. They attract some of the smartest peopl

 We’ve seen this, too. Early on, we were very fortunate to find really great people, but we were choosing from the very small pool. As our ambition has grown, so has the pool of talent we can hire from.

-We now get hundreds, sometimes thousands, of applicants for every role. Engineers have noticed how challenging it looks to build a huge suite of products – we've [built eight already](https://posthog.com/) and have a [list of 30 more](https://newsletter.posthog.com/i/140404838/map-everything-your-users-want).
+We now get hundreds, sometimes thousands, of applicants for every role. Engineers have noticed how challenging it looks to build a huge suite of dev tools – we've [built eight already](https://posthog.com/) and have a [list of 30 more](https://newsletter.posthog.com/i/140404838/map-everything-your-users-want).

 > **Takeaway:** Your ambition – and how you communicate it – can make all the difference. And, as we constantly remind people, [talent compounds](/handbook/values#6-talent-compounds).

--- a/contents/founders/measure-product-market-fit.md
+++ b/contents/founders/measure-product-market-fit.md
@@ -256,7 +256,7 @@ Retention is _the main_ lagging indicator of product-market fit for any type of

 You'll want to track active users over a long(ish) period of time – weeks or months, rather than days. It's best to track events or actions where a user is experiencing the _real value_ of your product. Again, logging in does not count!

-For our product PostHog, an [all-in-one analytics platform](http://posthog.com/), this might look like:
+For our product PostHog, an [all-in-one developer platform](http://posthog.com/), this might look like:

 > Show `unique users` who performed a `discovery` for the first time in the last `12 months` and then came back to perform a `discovery` on any of the next months.

--- a/contents/founders/multi-product-pricing.md
+++ b/contents/founders/multi-product-pricing.md
@@ -40,7 +40,7 @@ Our only company goal at this point was to get 5 reference, paying customers. By

 This journey has repeated itself with session replay. 

-Since the free and paid session replay products are largely the same, except for a usage limit with the free product, focusing on more demanding, paid users improved the product for everyone and drove word-of-mouth growth.
+Since the free and paid session replay apps are largely the same, except for a usage limit with the free product, focusing on more demanding, paid users improved the product for everyone and drove word-of-mouth growth.

 And, better yet, it's very easy to justify making improvements for paying customers, since it's long-term sustainable.

--- a/contents/founders/north-star-metrics.md
+++ b/contents/founders/north-star-metrics.md
@@ -113,7 +113,7 @@ We feel retaining users is the first step on the path to profitability and a met

 ## How to track your North Star metric

-Needless to say, a product analytics platform like PostHog is essential for tracking any North Star metric. Tools like Google Analytics simply don't offer the [depth of insight needed](/customers/mention-me), which also rules out popular privacy-first alternatives like [Plausible](/blog/posthog-vs-plausible), [Fathom](/blog/best-fathom-alternatives), and Umami.
+Needless to say, a developer platform like PostHog is essential for tracking any North Star metric. Tools like Google Analytics simply don't offer the [depth of insight needed](/customers/mention-me), which also rules out popular privacy-first alternatives like [Plausible](/blog/posthog-vs-plausible), [Fathom](/blog/best-fathom-alternatives), and Umami.

 **If you're already using PostHog**, we recommend creating a dashboard featuring your chosen North Star metric (plus other [key product metrics](/blog/b2b-saas-product-metrics)) and adding it to your PostHog project homepage. This ensures you and your team can keep an eye on progress each time you login. Better still, you can have regular updates on any insight or dashboard delivered to a Slack group on any schedule you choose – subscriptions are accessible via the '...' menu. Read our [product manual](/using-posthog) for guidance on the different types of insights you can create.

--- a/contents/founders/product-360.md
+++ b/contents/founders/product-360.md
@@ -126,6 +126,6 @@ I suspect we were right at two people that product was something that fell to us

 However, we were wrong that once we had product market fit for our open-source product, to continue making detailed decisions about prioritization. At this stage, we didn't know every user ourselves any more, and there was too much data to hold in our heads - that's where more focused product people can do a better job than founders or the engineering team at deciding what to build.

->PostHog is an open-source product analytics tool which enables teams to build better products faster without sharing their user data with third parties.
+>PostHog is an open-source developer platform that helps people build successful products. We help you debug and ship your product faster.

 <NewsletterForm />
--- a/contents/handbook/brand/press.md
+++ b/contents/handbook/brand/press.md
@@ -59,7 +59,7 @@ News

 ## About PostHog

-PostHog is an open source, product analytics platform. PostHog enables software teams to understand user behavior – auto-capturing events, performing product analytics and dashboarding, enabling video replays, and rolling out new features behind feature flags, all based on their single open source platform. The product’s open source approach enables companies to self-host, removing the need to send data externally.
+PostHog is an open source developer platform. PostHog enables software teams to understand user behavior – auto-capturing events, performing product analytics and dashboarding, enabling video replays, and rolling out new features behind feature flags, all based on their single open source platform. The product’s open source approach enables companies to self-host, removing the need to send data externally.

 Founded in 2020 by James Hawkins and Tim Glaser, PostHog was a member of Y Combinator’s Winter 2020 batch, and has subsequent raised $12m in funding from GV, Y Combinator and notable angel investors including Jason Warner (CTO, GitHub), Solomon Hykes (Founder, Docker).

--- a/contents/handbook/content/docs-style-guide.mdx
+++ b/contents/handbook/content/docs-style-guide.mdx
@@ -269,7 +269,7 @@ You can also use components <TeamMember name="Edwin Lim" photo /> <TeamMember na

 ### Quest log

-The `<QuestLog>` component is for syllabus-style pages. Inspired by video games, it outlines each section as a "quest" to give the reader a visual roadmap of what's needed to reach a larger goal or milestone – like fully adopting our error tracking product.
+The `<QuestLog>` component is for syllabus-style pages. Inspired by video games, it outlines each section as a "quest" to give the reader a visual roadmap of what's needed to reach a larger goal or milestone – like fully adopting our error tracking app.

 <ProductScreenshot
    imageLight="https://res.cloudinary.com/dmukukwp6/image/upload/SCR_20250731_oiej_cdce484c1c.png"
--- a/contents/handbook/engineering/product-engineering.md
+++ b/contents/handbook/engineering/product-engineering.md
@@ -80,7 +80,7 @@ There are plenty of other techniques, that you can do in parallel to get a signa

 * **Ask internally for help.** There are lots of people that can help you. The CS team talk to users all the time, the support team have a strong sense of pain points, other product engineers have all talked to users, James and Tim have a broader view of how PostHog is doing, the marketing team can help you get usage or validate demand.

-* **Interviews.** Our Product Managers regularly run interviews, ask to be included and give a heads up what you're trying to learn about, or just message users directly! You can even embed your calendar in our surveys product to book your own user interviews. You will need lots of existing potentially relevant customers for this to make sense, since response rates are typically low.
+* **Interviews.** Our Product Managers regularly run interviews, ask to be included and give a heads up what you're trying to learn about, or just message users directly! You can even embed your calendar in our surveys app to book your own user interviews. You will need lots of existing potentially relevant customers for this to make sense, since response rates are typically low.

 * **Listen to the internet.** We have a #brand-mentions channel in Slack that monitors for social mentions by customers, or get us to post a question here if you need.

--- a/contents/handbook/growth/marketing/influencers.md
+++ b/contents/handbook/growth/marketing/influencers.md
@@ -55,7 +55,7 @@ Some of the influencers we sponsor include:
 - Make sure they tell their audience to "mention them on sign up" or "say that they heard about PostHog from them" so we can track the attribution.

 - We generally let influencers decide on what the ad read is like so that it best fits their audience. We can provide guidance on what to talk about though. These points are helpful to share:
-  - PostHog is an all-in-one suite of product and data tools for developers.
+  - PostHog is an all-in-one suite of dev tools helping people build successful products.
  - This means product analytics, web analytics, session replay, A/B testing, feature flags, error tracking, LLM analytics, surveys, and more.
  - We also have a CDP for sending data to 50+ destinations and a data warehouse product that lets you connect to external sources like your database, Stripe or Hubspot to query with SQL (or no code insights) alongside your product data.
  - The goal of these tools is to help founders and engineers understand their customers,  how they are using products, the success of their features, and the journeys of their visitors.
--- a/contents/handbook/growth/marketing/open-source-sponsorship.mdx
+++ b/contents/handbook/growth/marketing/open-source-sponsorship.mdx
@@ -42,7 +42,7 @@ We currently sponsor:

 ## Open source sponsorship

-PostHog is an open-source product analytics platform built on top of many other amazing open-source projects. We believe in open-source and the [open-core model](https://en.wikipedia.org/wiki/Open-core_model). However, many open-source projects go underfunded.
+PostHog is an open-source developer platform built on top of many other amazing open-source projects. We believe in open-source and the [open-core model](https://en.wikipedia.org/wiki/Open-core_model). However, many open-source projects go underfunded.

 We are investing in open-source, not just as a business, but directly via sponsorship in key projects we benefit from every day. We're doing this for three reasons:

--- a/contents/handbook/growth/sales/utilization-by-business-type.md
+++ b/contents/handbook/growth/sales/utilization-by-business-type.md
@@ -4,7 +4,7 @@ sidebar: Handbook
 showTitle: true
 ---

-This guide provides detailed instructions on how to achieve key business metrics using PostHog's analytics platform. Each business type has specific metrics that matter most, and this guide shows you exactly how to set up PostHog to track and optimize for those metrics.
+This guide provides detailed instructions on how to achieve key business metrics using PostHog. Each business type has specific metrics that matter most, and this guide shows you exactly how to set up PostHog to track and optimize for those metrics.

 ## B2B SaaS

--- a/contents/handbook/growth/sales/why-buy-posthog.md
+++ b/contents/handbook/growth/sales/why-buy-posthog.md
@@ -62,7 +62,7 @@ By deploying our simple JavaScript snippet on your website you’ll capture all

 ### One-liner

-> A complete analytics platform which fits into your existing data stack.
+> A complete developer platform which fits into your existing data stack.

 ### Summary

--- a/contents/index.mdx
+++ b/contents/index.mdx
@@ -134,7 +134,7 @@ Here are some examples of how we charge for most popular products:

 ## "How can AI help analyze data and build products faster?"

-We have several teams working on AI on a handful of fronts. PostHog Ai works across the Product OS platform – and it's _way_ more than just generating insights.
+We have several teams working on AI on a handful of fronts. PostHog AI works across PostHog – and it's _way_ more than just generating insights.

 PostHog AI helps you automate monotonous tasks of gathering context and summarizing information – and will soon have the ability to make code changes to fix bugs and improve software.

--- a/contents/newsletter/building-ai-features.md
+++ b/contents/newsletter/building-ai-features.md
@@ -250,7 +250,7 @@ Building AI-powered features shouldn’t be the responsibility of some “AI guy

 There are a few ways you can encourage this:

-   **Build primitives and make your AI functionality composable**, so teams don’t need to re-invent prompts, streaming, consent, evals, and [analytics](/llm-analytics). This helps teams focus on unique and value-added AI functionality.
+-   **Build primitives and make your AI functionality composable**, so teams don’t need to re-invent prompts, streaming, consent, evals, and [analytics](/llm-analytics). This helps developers focus on unique and value-added AI functionality.

 -   **Have a consistent UX pattern across your app.** For us, that’s [Max](/max). This prevents death by a thousand AI widgets.

--- a/contents/newsletter/wtf-is-activation.md
+++ b/contents/newsletter/wtf-is-activation.md
@@ -24,7 +24,7 @@ So why isn't there a simple, universal definition? Because:

 2. **It’s rarely a single event.** You want users to do many actions in your product: complete onboarding, upload a file, share a link, watch a video. Activation could mean doing any of these, or a combination of them.

-3. **Activating may mean doing something multiple times.** Someone might need to do the action multiple times in order to get it. For example, to activate into our session replay product means analyzing not one, but five replays.
+3. **Activating may mean doing something multiple times.** Someone might need to do the action multiple times in order to get it. For example, to activate into our session replay app means analyzing not one, but five replays.

 One thing is certain, though. You can’t build a successful product without nailing it. Read on to understand why.

--- a/contents/product-engineers/10x-engineers-do-user-interviews.md
+++ b/contents/product-engineers/10x-engineers-do-user-interviews.md
@@ -36,13 +36,13 @@ Information moves quickly and in both directions, boosting the signal. By increa

 Companies still need product managers, but it's easier to ship faster and better work when engineers behave like [product engineers](/blog/what-is-a-product-engineer) and [talk to users](/newsletter/talk-to-users). And in doing so, product managers are freed from writing tickets to spend more time exploring bigger opportunities.

-> 💬 **Sidenote:** PostHog's session recording feature came about because one of our engineers took the time to talk to a user and realized the best solution was integrating recordings with our existing product analytics tool. One hackathon later, we had a prototype. Session recording is now a core part of our product and was a key driver in our strategy shift from a pure, self-hosted product analytics tool to an all-in-one product OS.
+> 💬 **Sidenote:** PostHog's session recording feature came about because one of our engineers took the time to talk to a user and realized the best solution was integrating recordings with our existing product analytics tool. One hackathon later, we had a prototype. Session recording is now a core part of our product and was a key driver in our strategy shift from a pure, self-hosted product analytics tool to an all-in-one developer platform.

 ## How to talk to users (as an engineer)

 Automation is crucial here. Too much friction and you’ll ride an initial burst of motivation followed by regression to the old way of heads-down coding.

-Step one is to find users to talk to. You can define your segment using company traits, user traits, and [behavioral information](/product-engineers/behavioral-analytics). A data warehouse or analytics platform like PostHog can be helpful here.
+Step one is to find users to talk to. You can define your segment using company traits, user traits, and [behavioral information](/product-engineers/behavioral-analytics). A developer platform like PostHog can be helpful here.

 Next, it's time to bulk email your segment. The simplest way is to email out a Calendly link in batches via bcc’ed using a message like this:

--- a/contents/product-engineers/aarrr-pirate-funnel.md
+++ b/contents/product-engineers/aarrr-pirate-funnel.md
@@ -50,7 +50,7 @@ Tracking the five pirate metrics will give you a complete, end-to-end view of us

 McClure visualized the AARRR funnel in a table like the one below, though you could also create a funnel insight, or just build a dashboard of related metrics.  

-This version is what the funnel might look like for our product, PostHog, an [all-in-one analytics platform](https://posthog.com/) comprising product analytics, session replay, feature flags, and A/B testing.
+This version is what the funnel might look like for our product, PostHog, an [all-in-one developer platform](https://posthog.com/) comprising product analytics, session replay, feature flags, and A/B testing.

 ![aarrr funnel breakdown](https://res.cloudinary.com/dmukukwp6/image/upload/v1710055416/posthog.com/contents/images/blog/aarrr-pirate-funnel/arrrr-funnel-table.png)

--- a/contents/product-engineers/b2b-saas-product-metrics.md
+++ b/contents/product-engineers/b2b-saas-product-metrics.md
@@ -105,7 +105,7 @@ At PostHog, our main product metric is [Discoveries](/handbook/product/metrics),

 We view this figure as more important than the number of active users. If the number of Discoveries is growing, we know we're on the right path. 

-**Is it useful?** You're in serious trouble if you're not tracking feature usage, and it's where a [product analytics platform](/product) like PostHog is vital. Trying to do this with Google Analytics is a losing battle.
+**Is it useful?** You're in serious trouble if you're not tracking feature usage, and it's where a [developer platform](/product) like PostHog is vital. Trying to do this with Google Analytics is a losing battle.

 ### Net Promoter Score (NPS)

@@ -215,7 +215,7 @@ To help get you started, we've chosen five metrics that are useful for any B2B p

 You don't need to measure all of these to be successful, and other metrics might be better for your specific product, but they're a good starting point.

-And if you're in need a product analytics platform to track them, learn [how we can help](/product).
+And if you're in need product analytics to track them, learn [how we can help](/product-analytics).

 ## Further reading

--- a/contents/product-engineers/feature-flag-benefits-use-cases.md
+++ b/contents/product-engineers/feature-flag-benefits-use-cases.md
@@ -112,7 +112,7 @@ Feature flags also enable you to run alphas and betas of new features easily. Ea

 There are many tools you can use to leverage feature flags and capture their benefits. Choosing the right one can be difficult, so we put together a summary and comparison of some of the top options:

- **PostHog** is a suite of product and data tools built for engineers. It includes many product tools including feature flags, A/B testing, and experimentation. The feature flags tools have multi-variate flags, percentage and property release conditions, integrations with popular languages, bootstrapping, local evaluation, and more.
+- **PostHog** is a suite of dev tools built for engineers. It includes tools like feature flags, A/B testing, and experimentation. The feature flags tools have multi-variate flags, percentage and property release conditions, integrations with popular languages, bootstrapping, local evaluation, and more.

 - **Optimizely** is a digital experience platform that orchestrates, monetizes, and experiments with content. Their experimentation tool enables web and feature experimentation to test and optimize every custom touchpoint.

--- a/contents/product-engineers/measuring-feature-success.md
+++ b/contents/product-engineers/measuring-feature-success.md
@@ -109,7 +109,7 @@ Success after launch looks like continued growth in usage metrics. It also looks

 If the feature has a large enough impact, it may even inspire a marketing push or case study.

-If a large feature is successful to warrant dedicated, sustained work, such as session recordings or group analytics, we might plan to [charge for it](/handbook/engineering/feature-pricing). If this is the case, then success becomes users paying for it. As an example, charging for our feature flags product is a goal for Q2 2023. Follow-on goals are likely growing the revenue of the product. 
+If a large feature is successful to warrant dedicated, sustained work, such as session recordings or group analytics, we might plan to [charge for it](/handbook/engineering/feature-pricing). If this is the case, then success becomes users paying for it. As an example, charging for our feature flags app is a goal for Q2 2023. Follow-on goals are likely growing the revenue of the product. 

 The success of the feature post-launch determines future effort and investment in that feature or related features. If a feature gets a lot of usage and feedback, then we often develop plans to continue working on ideas related to it.

--- a/contents/product-engineers/product-survey-questions.md
+++ b/contents/product-engineers/product-survey-questions.md
@@ -158,7 +158,7 @@ Once you [implement your product survey](/tutorials/survey) and get all the data

 2. **Start monitoring customer satisfaction** – Run repeated surveys asking the same questions to give you an idea of user perceptions over time. You can use this to track the impact of changes and identify areas requiring change.

-3. **Update your product roadmap** – Finally, you can prioritize future development and make data-driven decisions. Ultimately, the goal of product tools (and PostHog) is to help you build better products. Knowing what users think about your product and what they want to see next is a great way to do that.
+3. **Update your product roadmap** – Finally, you can prioritize future development and make data-driven decisions. Ultimately, the goal of dev tools (and PostHog) is to help you build better products. Knowing what users think about your product and what they want to see next is a great way to do that.

 As an all-in-one platform, PostHog is uniquely placed to do all of the above. In addition to surveys, we also do product analytics, session replay, feature flags, and A/B testing. If this sounds useful to you, [check us out](https://app.posthog.com/signup).

--- a/contents/product-engineers/real-user-monitoring.md
+++ b/contents/product-engineers/real-user-monitoring.md
@@ -59,7 +59,7 @@ For large companies, this is critical. These promises are often solidified in a

 ## How to setup real user monitoring with PostHog

-Setup happens over three stages: capture, analyze, and action. PostHog, as an all-in-one product OS, has the tools to do all three.
+Setup happens over three stages: capture, analyze, and action. PostHog, as an all-in-one developer platform, has the tools to do all three.

 > Not a PostHog user? [Get started for free](https://app.posthog.com/signup?utm_source=real-user-monitoring-blog) – all users get 1 million events and 5k recordings free every month, no card required.

@@ -73,7 +73,7 @@ Session replays capture a visual of exactly how users are interacting with your

 To capture errors, query speed, and other events relevant to the real usage of your product, you need a way to know when those events happen in your code. This could be an error boundary, web vital report, or a server profiler. Many frameworks, like React and [Next.js](/tutorials/nextjs-monitoring), have functions for these built-in, others you must build them yourself. Once set up, when an event happens, capture it with one of our [SDKs](/docs/libraries/js) or with our [API](/docs/api/capture).

-Alternatively, for error capture, you can use our [error tracking product](/docs/error-tracking).
+Alternatively, for error capture, you can use our [error tracking app](/docs/error-tracking).

 ### 2. Analyze

--- a/contents/product-engineers/sql-for-analytics.md
+++ b/contents/product-engineers/sql-for-analytics.md
@@ -86,7 +86,7 @@ As an output from the query on your data, you get a result. The result takes the
 ]
 ```

-Most analytics platforms transform the data from the result into a visual such as a table, formatted page, or graph. This enables further analysis.
+Most analytics tools transform the data from the result into a visual such as a table, formatted page, or graph. This enables further analysis.

 ![SQL insight](https://res.cloudinary.com/dmukukwp6/image/upload/v1710055416/posthog.com/contents/images/blog/sql-for-analytics/sql.png)

--- a/contents/product-engineers/trunk-based-development.md
+++ b/contents/product-engineers/trunk-based-development.md
@@ -59,7 +59,7 @@ The `main` or trunk branch is the most important branch for two reasons:

 By merging to `main` regularly, everyone can be confident `main` is stable and the most up-to-date code. Developers do not need to search for healthy branches. 

-It also enables engineers to be more confident in continuously deploying it. This helps teams ship more and maintain momentum. 
+It also enables engineers to be more confident in continuously deploying it. This helps them ship more and maintain momentum. 

 ### 3. Reviewable PRs

--- a/contents/tutorials/anthropic-analytics.md
+++ b/contents/tutorials/anthropic-analytics.md
@@ -10,7 +10,7 @@ tags:

 Tracking your Claude usage, costs, and latency is crucial to understanding how your users are interacting with your AI and LLM-powered features.

-In this tutorial, we'll build a basic Next.js app, implement the Claude API, and capture these events automatically using PostHog's LLM analytics product.
+In this tutorial, we'll build a basic Next.js app, implement the Claude API, and capture these events automatically using PostHog LLM analytics.

 ## 1. Creating a Next.js app

--- a/contents/tutorials/churn-rate.mdx
+++ b/contents/tutorials/churn-rate.mdx
@@ -80,7 +80,7 @@ You can learn more about lifecycle charts in our [product manual](/manual/lifecy

 ## Step 3: Lowering churn

-Now that we calculated and visualized the churn rate in our product, we can figure out ways to lower it. Being an all-in-one product OS, PostHog has tools to help you with this, and they connect to your data and the work you’ve already done.
+Now that we calculated and visualized the churn rate in our product, we can figure out ways to lower it. Being an all-in-one developer platform, PostHog has tools to help you with this, and they connect to your data and the work you’ve already done.

 ### Session recordings

--- a/contents/tutorials/electron-analytics.mdx
+++ b/contents/tutorials/electron-analytics.mdx
@@ -10,7 +10,7 @@ tags:

 Electron enables you to easily create cross-platform desktop apps. Knowing how users are using those apps is the job of analytics, which PostHog makes easy.

-This tutorial shows you how to create a basic Electron app and then set up PostHog for analytics, session replay, and the rest of PostHog's suite of products.
+This tutorial shows you how to create a basic Electron app and then set up PostHog for analytics, session replay, and the rest of PostHog's suite of dev tools.

 ## Creating our Electron app

--- a/Show More
+++ b/Show More