diff --git a/app/routes/action.send-rating.ts b/app/routes/action.send-rating.ts
index 452061ce1..bac146130 100644
--- a/app/routes/action.send-rating.ts
+++ b/app/routes/action.send-rating.ts
@@ -3,17 +3,12 @@ import { json, redirect } from "@remix-run/node";
 import { BannerState } from "~/components/UserFeedback";
 import { userRatingFieldname } from "~/components/UserFeedback/RatingBox";
 import { getSessionForContext } from "~/services/session";
-import { PostHog } from "posthog-node";
 import { config } from "~/services/env/web";
 import { bannerStateName } from "~/services/feedback/handleFeedback";
+import { getPosthogClient } from "~/services/analytics/posthogClient.server";
 
 export const loader = () => redirect("/");
 
-const { POSTHOG_API_KEY, POSTHOG_API_HOST, ENVIRONMENT } = config();
-const posthogClient = POSTHOG_API_KEY
-  ? new PostHog(POSTHOG_API_KEY, { host: POSTHOG_API_HOST })
-  : undefined;
-
 export const action = async ({ request }: ActionFunctionArgs) => {
   const { searchParams } = new URL(request.url);
   const clientJavaScriptAvailable = searchParams.get("js") === "true";
@@ -37,8 +32,8 @@ export const action = async ({ request }: ActionFunctionArgs) => {
 
   const headers = { "Set-Cookie": await commitSession(session) };
 
-  posthogClient?.capture({
-    distinctId: ENVIRONMENT,
+  getPosthogClient()?.capture({
+    distinctId: config().ENVIRONMENT,
     event: "rating given",
     // eslint-disable-next-line camelcase
     properties: { wasHelpful: userRatings[url], $current_url: url, context },
diff --git a/app/routes/shared/step.tsx b/app/routes/shared/step.tsx
index fb72035ab..e8b9c62be 100644
--- a/app/routes/shared/step.tsx
+++ b/app/routes/shared/step.tsx
@@ -41,6 +41,7 @@ import { navItemsFromFlowSpecifics } from "~/services/flowNavigation";
 import type { z } from "zod";
 import type { CollectionSchemas } from "~/services/cms/schemas";
 import { getButtonNavigationProps } from "~/util/getButtonNavigationProps";
+import { sendCustomEvent } from "~/services/analytics/customEvent";
 
 const structureCmsContent = (
   formPageContent: z.infer<
@@ -221,6 +222,11 @@ export const action = async ({ params, request }: ActionFunctionArgs) => {
     data: flowSession.data,
     guards: flowSpecifics[flowId].guards,
   });
+
+  const customEventName = flowController.getMeta(stepId)?.customEventName;
+  if (customEventName)
+    void sendCustomEvent(customEventName, validationResult.data, request);
+
   return redirect(flowController.getNext(stepId).url, { headers });
 };
 
diff --git a/app/services/analytics/customEvent.ts b/app/services/analytics/customEvent.ts
new file mode 100644
index 000000000..b81c6df59
--- /dev/null
+++ b/app/services/analytics/customEvent.ts
@@ -0,0 +1,33 @@
+import { hasTrackingConsent } from "./gdprCookie.server";
+import { config } from "../env/web";
+import { parse } from "cookie";
+import { getPosthogClient } from "./posthogClient.server";
+
+function idFromCookie(request: Request) {
+  // Note: can't use cookie.parse(): https://github.com/remix-run/remix/discussions/5198
+  // Returns ENVIRONMENT if posthog's distinct_id can't be extracted
+  const { POSTHOG_API_KEY, ENVIRONMENT } = config();
+  if (!POSTHOG_API_KEY) return ENVIRONMENT;
+  const parsedCookie = parse(request.headers.get("Cookie") ?? "");
+  const phCookieString = parsedCookie[`ph_${POSTHOG_API_KEY}_posthog`] ?? "{}";
+  const phCookieObject = JSON.parse(phCookieString) as Record<string, string>;
+  return phCookieObject["distinct_id"] ?? ENVIRONMENT;
+}
+
+export async function sendCustomEvent(
+  eventName: string,
+  context: Record<string, any>,
+  request: Request,
+) {
+  if (!(await hasTrackingConsent({ request }))) return;
+
+  getPosthogClient()?.capture({
+    distinctId: idFromCookie(request),
+    event: eventName,
+    properties: {
+      // eslint-disable-next-line camelcase
+      $current_url: new URL(request.url).pathname,
+      ...context,
+    },
+  });
+}
diff --git a/app/services/analytics/posthogClient.server.ts b/app/services/analytics/posthogClient.server.ts
new file mode 100644
index 000000000..862993b19
--- /dev/null
+++ b/app/services/analytics/posthogClient.server.ts
@@ -0,0 +1,9 @@
+import { PostHog } from "posthog-node";
+import { config } from "../env/web";
+
+const { POSTHOG_API_KEY, POSTHOG_API_HOST } = config();
+const posthogClient = POSTHOG_API_KEY
+  ? new PostHog(POSTHOG_API_KEY, { host: POSTHOG_API_HOST })
+  : undefined;
+
+export const getPosthogClient = () => posthogClient;
diff --git a/app/services/feedback/handleFeedback.ts b/app/services/feedback/handleFeedback.ts
index b0acfd948..0d8c2d681 100644
--- a/app/services/feedback/handleFeedback.ts
+++ b/app/services/feedback/handleFeedback.ts
@@ -7,13 +7,8 @@ import {
 import { userRatingFieldname } from "~/components/UserFeedback/RatingBox";
 import { validationError } from "remix-validated-form";
 import { config } from "../env/web";
-import { PostHog } from "posthog-node";
 import { type Session, redirect } from "@remix-run/node";
-
-const { POSTHOG_API_KEY, POSTHOG_API_HOST, ENVIRONMENT } = config();
-const posthogClient = POSTHOG_API_KEY
-  ? new PostHog(POSTHOG_API_KEY, { host: POSTHOG_API_HOST })
-  : undefined;
+import { getPosthogClient } from "../analytics/posthogClient.server";
 
 export const bannerStateName = "bannerState";
 
@@ -35,8 +30,8 @@ export const handleFeedback = async (formData: FormData, request: Request) => {
     return validationError(result.error, result.submittedData);
   }
   bannerState[pathname] = BannerState.FeedbackGiven;
-  posthogClient?.capture({
-    distinctId: ENVIRONMENT,
+  getPosthogClient()?.capture({
+    distinctId: config().ENVIRONMENT,
     event: "feedback given",
     properties: {
       wasHelpful: userRating[pathname],
diff --git a/app/services/flow/buildFlowController.ts b/app/services/flow/buildFlowController.ts
index aa5614ffe..a938e8214 100644
--- a/app/services/flow/buildFlowController.ts
+++ b/app/services/flow/buildFlowController.ts
@@ -12,6 +12,7 @@ type StateMachine = ReturnType<
 export type Config = MachineConfig<Context, any, StateMachineEvents>;
 export type Guards = Record<string, (context: Context) => boolean>;
 export type Meta = {
+  customEventName?: string;
   progressPosition: number | undefined;
   isUneditable: boolean | undefined;
   done: (context: Context) => boolean | undefined;
@@ -70,18 +71,15 @@ export const buildFlowController = ({
   const isInitialStepId = (currentStepId: string) =>
     initialStepId === normalizeStepId(currentStepId);
 
+  const getMeta = (currentStepId: string): Meta | undefined =>
+    machine.getStateNodeByPath(normalizeStepId(currentStepId)).meta;
+
   return {
-    getMeta: (currentStepId: string): Meta => {
-      return machine.getStateNodeByPath(normalizeStepId(currentStepId)).meta;
-    },
-    isDone: (currentStepId: string) => {
-      const meta: Meta = machine.getStateNodeByPath(currentStepId).meta;
-      return meta && "done" in meta && meta.done(context) === true;
-    },
-    isUneditable: (currentStepId: string) => {
-      const meta: Meta = machine.getStateNodeByPath(currentStepId).meta;
-      return meta && meta.isUneditable === true;
-    },
+    getMeta,
+    isDone: (currentStepId: string) =>
+      Boolean(getMeta(currentStepId)?.done(context)),
+    isUneditable: (currentStepId: string) =>
+      Boolean(getMeta(currentStepId)?.isUneditable),
     getFlow: () => config,
     isInitial: isInitialStepId,
     isFinal: (currentStepId: string) =>