diff --git a/agenta-web/src/hooks/usePostHogAg.ts b/agenta-web/src/hooks/usePostHogAg.ts
index b70bc9ba14..b19f2d9455 100644
--- a/agenta-web/src/hooks/usePostHogAg.ts
+++ b/agenta-web/src/hooks/usePostHogAg.ts
@@ -1,14 +1,14 @@
-import {useProfileData} from "@/contexts/profile.context"
-import {isDemo} from "@/lib/helpers/utils"
-import {usePostHog} from "posthog-js/react"
 import {useLayoutEffect} from "react"
+import {isDemo, generateOrRetrieveDistinctId} from "@/lib/helpers/utils"
+import {usePostHog} from "posthog-js/react"
+import {useProfileData} from "@/contexts/profile.context"
 
 export const usePostHogAg = () => {
     const trackingEnabled = process.env.NEXT_PUBLIC_TELEMETRY_TRACKING_ENABLED === "true"
     const {user} = useProfileData()
     const posthog = usePostHog()
 
-    const _id: string | null = isDemo() ? user?.email : null!
+    const _id: string = isDemo() ? user?.email : generateOrRetrieveDistinctId()
 
     const capture: typeof posthog.capture = (...args) => {
         if (trackingEnabled && user?.id) {
diff --git a/agenta-web/src/lib/helpers/utils.ts b/agenta-web/src/lib/helpers/utils.ts
index 7b02123a95..69739131ae 100644
--- a/agenta-web/src/lib/helpers/utils.ts
+++ b/agenta-web/src/lib/helpers/utils.ts
@@ -1,3 +1,4 @@
+import {v4 as uuidv4} from "uuid"
 import dynamic from "next/dynamic"
 import {EvaluationType} from "../enums"
 import {GenericObject} from "../Types"
@@ -313,3 +314,12 @@ export const shortPoll = async (
         await delay(delayMs)
     }
 }
+
+export const generateOrRetrieveDistinctId = (): string => {
+    let distinctId = localStorage.getItem("posthog_distinct_id")
+    if (!distinctId) {
+        distinctId = uuidv4()
+        localStorage.setItem("posthog_distinct_id", distinctId)
+    }
+    return distinctId
+}
\ No newline at end of file