Analytics should not treat everyone who uses the same browser as the same person. Review the transition from anonymous browsing to login, logout and another login before trusting a PostHog journey that spans several sessions.
The PostHog product catalogue, checked on October 3, 2026, includes Artelo, whose listing describes a platform for artists and online sellers. Its declared technology association does not establish its identity implementation. A shared studio or support workstation is a useful hypothetical setting for the review below, not a claim about its users or tracking behaviour.
Choose an identity strategy deliberately
Decide what the analytical identity represents: a person, an account or a business workspace. These are not interchangeable. Two people can work in the same business, and one person can legitimately belong to several businesses.
Use stable internal identifiers where appropriate and document their scope across environments. Avoid placeholder identifiers shared by every guest or an email field copied into an identifier without a clear policy. Changing the meaning of an identity later can complicate historical interpretation.
The official PostHog identification documentation distinguishes anonymous activity from identified activity and explains the transition between them. The implementation should follow that lifecycle intentionally, including the logout boundary.
Prepare two controlled accounts
Use fictional accounts A and B in an authorized test environment. Start with a clean browser profile, perform one anonymous action, sign into A, perform an identifiable test action and sign out. Then sign into B through the same browser.
Inspect the resulting event identities rather than relying only on the session replay label. The objective is to determine which events the system associates with each account and whether the result matches your documented strategy.
Repeat the sequence with separate browser profiles. This helps distinguish an identity transition problem from a test setup that accidentally reused authentication state. Keep real customer records and private artwork out of the exercise.
Review more than successful login
Add a failed login, an expired session and an account switch from an already open tab. Authentication and analytics can update at different moments, so a reliable review includes those transitions instead of only a clean first visit.
If the application supports workspace switching, inspect the workspace property separately from the person identifier. Combining the two into one ambiguous field can make collaboration look like account churn or merge unrelated business activity.
Document how test traffic is labelled or excluded from operational dashboards. A carefully executed review should not quietly inflate activation or retention figures used by the team the following week.
Treat corrections as a documented boundary
If identities were combined incorrectly, do not assume a configuration change will reconstruct all earlier events perfectly. Record the affected period and the limits of any repair, following the provider's current guidance.
The deliverable is a transition table with expected identity, observed identity and unresolved cases. It supports a technical quality decision, not a blanket privacy or legal compliance claim.
Once identity is coherent, connect it to the PostHog business-event funnel plan. A journey needs both the correct actor and a precise definition of what that actor actually completed.
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