diff --git a/packages/backend-core/src/events/processors/PosthogProcessor.ts b/packages/backend-core/src/events/processors/PosthogProcessor.ts
index eb12db1dc4..9d68d3919a 100644
--- a/packages/backend-core/src/events/processors/PosthogProcessor.ts
+++ b/packages/backend-core/src/events/processors/PosthogProcessor.ts
@@ -5,6 +5,22 @@ import env from "../../environment"
 import * as context from "../../context"
 const pkg = require("../../../package.json")
 
+const EXCLUDED_EVENTS: Event[] = [
+  Event.USER_UPDATED,
+  Event.EMAIL_SMTP_UPDATED,
+  Event.AUTH_SSO_UPDATED,
+  Event.APP_UPDATED,
+  Event.ROLE_UPDATED,
+  Event.DATASOURCE_UPDATED,
+  Event.QUERY_UPDATED,
+  Event.TABLE_UPDATED,
+  Event.VIEW_UPDATED,
+  Event.VIEW_FILTER_UPDATED,
+  Event.VIEW_CALCULATION_UPDATED,
+  Event.AUTOMATION_TRIGGER_UPDATED,
+  Event.USER_GROUP_UPDATED,
+]
+
 export default class PosthogProcessor implements EventProcessor {
   posthog: PostHog
 
@@ -21,6 +37,11 @@ export default class PosthogProcessor implements EventProcessor {
     properties: BaseEvent,
     timestamp?: string | number
   ): Promise<void> {
+    // don't send excluded events
+    if (EXCLUDED_EVENTS.includes(event)) {
+      return
+    }
+
     properties.version = pkg.version
     properties.service = env.SERVICE
     properties.environment = identity.environment
diff --git a/packages/backend-core/src/events/processors/tests/PosthogProcessor.spec.ts b/packages/backend-core/src/events/processors/tests/PosthogProcessor.spec.ts
new file mode 100644
index 0000000000..4a6d55b272
--- /dev/null
+++ b/packages/backend-core/src/events/processors/tests/PosthogProcessor.spec.ts
@@ -0,0 +1,40 @@
+import PosthogProcessor from "../PosthogProcessor"
+import { Event, IdentityType, Hosting } from "@budibase/types"
+
+const newIdentity = () => {
+  return {
+    id: "test",
+    type: IdentityType.USER,
+    hosting: Hosting.SELF,
+    environment: "test",
+  }
+}
+
+describe("PosthogProcessor", () => {
+  beforeEach(() => {
+    jest.clearAllMocks()
+  })
+
+  describe("processEvent", () => {
+    it("processes event", () => {
+      const processor = new PosthogProcessor("test")
+
+      const identity = newIdentity()
+      const properties = {}
+
+      processor.processEvent(Event.APP_CREATED, identity, properties)
+
+      expect(processor.posthog.capture).toHaveBeenCalledTimes(1)
+    })
+
+    it("honours exclusions", () => {
+      const processor = new PosthogProcessor("test")
+
+      const identity = newIdentity()
+      const properties = {}
+
+      processor.processEvent(Event.AUTH_SSO_UPDATED, identity, properties)
+      expect(processor.posthog.capture).toHaveBeenCalledTimes(0)
+    })
+  })
+})
diff --git a/packages/backend-core/src/events/publishers/license.ts b/packages/backend-core/src/events/publishers/license.ts
index 44dafd84ce..1adc71652e 100644
--- a/packages/backend-core/src/events/publishers/license.ts
+++ b/packages/backend-core/src/events/publishers/license.ts
@@ -20,12 +20,6 @@ export async function downgraded(license: License) {
   await publishEvent(Event.LICENSE_DOWNGRADED, properties)
 }
 
-// TODO
-export async function updated(license: License) {
-  const properties: LicenseUpdatedEvent = {}
-  await publishEvent(Event.LICENSE_UPDATED, properties)
-}
-
 // TODO
 export async function activated(license: License) {
   const properties: LicenseActivatedEvent = {}
diff --git a/packages/backend-core/tests/utilities/mocks/index.js b/packages/backend-core/tests/utilities/mocks/index.js
index 3dd5c854c0..6aa1c4a54f 100644
--- a/packages/backend-core/tests/utilities/mocks/index.js
+++ b/packages/backend-core/tests/utilities/mocks/index.js
@@ -1,7 +1,9 @@
+const posthog = require("./posthog")
 const events = require("./events")
 const date = require("./date")
 
 module.exports = {
+  posthog,
   date,
   events,
 }
diff --git a/packages/backend-core/tests/utilities/mocks/posthog.ts b/packages/backend-core/tests/utilities/mocks/posthog.ts
new file mode 100644
index 0000000000..e9cc653ccc
--- /dev/null
+++ b/packages/backend-core/tests/utilities/mocks/posthog.ts
@@ -0,0 +1,7 @@
+jest.mock("posthog-node", () => {
+  return jest.fn().mockImplementation(() => {
+    return {
+      capture: jest.fn(),
+    }
+  })
+})
diff --git a/packages/builder/src/analytics/PosthogClient.js b/packages/builder/src/analytics/PosthogClient.js
index 0b9f052906..c1e596358f 100644
--- a/packages/builder/src/analytics/PosthogClient.js
+++ b/packages/builder/src/analytics/PosthogClient.js
@@ -1,5 +1,7 @@
 import posthog from "posthog-js"
 import { Events } from "./constants"
+import { get } from "svelte/store"
+import { admin } from "../stores/portal"
 
 export default class PosthogClient {
   constructor(token) {
@@ -9,9 +11,15 @@ export default class PosthogClient {
   init() {
     if (!this.token) return
 
+    // enable page views in cloud only
+    let capturePageViews = false
+    if (get(admin).cloud) {
+      capturePageViews = true
+    }
+
     posthog.init(this.token, {
       autocapture: false,
-      capture_pageview: true,
+      capture_pageview: capturePageViews,
     })
     posthog.set_config({ persistence: "cookie" })
 
diff --git a/packages/builder/src/stores/portal/auth.js b/packages/builder/src/stores/portal/auth.js
index 8ac19ab785..9d2d9cf42e 100644
--- a/packages/builder/src/stores/portal/auth.js
+++ b/packages/builder/src/stores/portal/auth.js
@@ -139,6 +139,11 @@ export function createAuthStore() {
       await setOrganisation(tenantId)
     },
     getSelf: async () => {
+      // for analytics, we need to make sure the environment has been loaded
+      // before setting the user
+      if (!get(admin).loaded) {
+        await admin.init()
+      }
       // We need to catch this locally as we never want this to fail, even
       // though normally we never want to swallow API errors at the store level.
       // We're either logged in or we aren't.
diff --git a/packages/types/src/sdk/events/event.ts b/packages/types/src/sdk/events/event.ts
index f0e023df51..d7086370ec 100644
--- a/packages/types/src/sdk/events/event.ts
+++ b/packages/types/src/sdk/events/event.ts
@@ -135,7 +135,6 @@ export enum Event {
   // LICENSE
   LICENSE_UPGRADED = "license:upgraded",
   LICENSE_DOWNGRADED = "license:downgraded",
-  LICENSE_UPDATED = "license:updated",
   LICENSE_ACTIVATED = "license:activated",
 
   // ACCOUNT