diff --git a/app/archive.js b/app/archive.js
index 20766055..572bb071 100644
--- a/app/archive.js
+++ b/app/archive.js
@@ -1,4 +1,4 @@
-/* global LIMITS */
+/* global LIMITS DEFAULTS */
 import { blobStream, concatStream } from './streams';
 
 function isDupe(newFile, array) {
@@ -17,6 +17,9 @@ function isDupe(newFile, array) {
 export default class Archive {
   constructor(files = []) {
     this.files = Array.from(files);
+    this.timeLimit = DEFAULTS.EXPIRE_SECONDS;
+    this.dlimit = 1;
+    this.password = null;
   }
 
   get name() {
@@ -73,5 +76,8 @@ export default class Archive {
 
   clear() {
     this.files = [];
+    this.dlimit = 1;
+    this.timeLimit = DEFAULTS.EXPIRE_SECONDS;
+    this.password = null;
   }
 }
diff --git a/app/controller.js b/app/controller.js
index 47675d6b..95fa9ad3 100644
--- a/app/controller.js
+++ b/app/controller.js
@@ -1,4 +1,4 @@
-/* global DEFAULTS LIMITS */
+/* global LIMITS */
 import FileSender from './fileSender';
 import FileReceiver from './fileReceiver';
 import { copyToClipboard, delay, openLinksInNewTab, percent } from './utils';
@@ -50,37 +50,27 @@ export default function(state, emitter) {
 
   emitter.on('logout', () => {
     state.user.logout();
-    state.timeLimit = DEFAULTS.EXPIRE_SECONDS;
-    state.downloadCount = 1;
+    metrics.loggedOut({ trigger: 'button' });
     emitter.emit('pushState', '/');
   });
 
-  emitter.on('changeLimit', async ({ file, value }) => {
-    const ok = await file.changeLimit(value, state.user);
-    if (!ok) {
-      return;
-    }
-    state.storage.writeFile(file);
-    metrics.changedDownloadLimit(file);
-  });
-
   emitter.on('removeUpload', file => {
     state.archive.remove(file);
     render();
   });
 
-  emitter.on('delete', async ({ file, location }) => {
+  emitter.on('delete', async ownedFile => {
     try {
       metrics.deletedUpload({
-        size: file.size,
-        time: file.time,
-        speed: file.speed,
-        type: file.type,
-        ttl: file.expiresAt - Date.now(),
+        size: ownedFile.size,
+        time: ownedFile.time,
+        speed: ownedFile.speed,
+        type: ownedFile.type,
+        ttl: ownedFile.expiresAt - Date.now(),
         location
       });
-      state.storage.remove(file.id);
-      await file.del();
+      state.storage.remove(ownedFile.id);
+      await ownedFile.del();
     } catch (e) {
       state.raven.captureException(e);
     }
@@ -100,20 +90,35 @@ export default function(state, emitter) {
       state.archive.addFiles(files, maxSize);
     } catch (e) {
       if (e.message === 'fileTooBig' && maxSize < LIMITS.MAX_FILE_SIZE) {
-        state.modal = signupDialog();
-      } else {
-        state.modal = okDialog(
-          state.translate(e.message, {
-            size: bytes(maxSize),
-            count: LIMITS.MAX_FILES_PER_ARCHIVE
-          })
-        );
+        return emitter.emit('signup-cta', 'size');
       }
+      state.modal = okDialog(
+        state.translate(e.message, {
+          size: bytes(maxSize),
+          count: LIMITS.MAX_FILES_PER_ARCHIVE
+        })
+      );
     }
     render();
   });
 
-  emitter.on('upload', async ({ type, dlimit, password }) => {
+  emitter.on('signup-cta', source => {
+    state.modal = signupDialog(source);
+    render();
+  });
+
+  emitter.on('authenticate', async (code, oauthState) => {
+    try {
+      await state.user.finishLogin(code, oauthState);
+      await state.user.syncFileList();
+      emitter.emit('replaceState', '/');
+    } catch (e) {
+      emitter.emit('replaceState', '/error');
+      setTimeout(render);
+    }
+  });
+
+  emitter.on('upload', async () => {
     if (state.storage.files.length >= LIMITS.MAX_ARCHIVES_PER_USER) {
       state.modal = okDialog(
         state.translate('tooManyArchives', {
@@ -122,8 +127,7 @@ export default function(state, emitter) {
       );
       return render();
     }
-    const size = state.archive.size;
-    if (!state.timeLimit) state.timeLimit = DEFAULTS.EXPIRE_SECONDS;
+    const archive = state.archive;
     const sender = new FileSender();
 
     sender.on('progress', updateProgress);
@@ -135,41 +139,38 @@ export default function(state, emitter) {
 
     const links = openLinksInNewTab();
     await delay(200);
+    const start = Date.now();
     try {
-      metrics.startedUpload({ size, type });
-
-      const ownedFile = await sender.upload(
-        state.archive,
-        state.timeLimit,
-        dlimit,
-        state.user.bearerToken
-      );
-      ownedFile.type = type;
+      const ownedFile = await sender.upload(archive, state.user.bearerToken);
       state.storage.totalUploads += 1;
-      metrics.completedUpload(ownedFile);
+      const duration = Date.now() - start;
+      metrics.completedUpload(archive, duration);
 
       state.storage.addFile(ownedFile);
       // TODO integrate password into /upload request
-      if (password) {
-        emitter.emit('password', { password, file: ownedFile });
+      if (archive.password) {
+        emitter.emit('password', {
+          password: archive.password,
+          file: ownedFile
+        });
       }
       state.modal = copyDialog(ownedFile.name, ownedFile.url);
     } catch (err) {
       if (err.message === '0') {
         //cancelled. do nothing
-        metrics.cancelledUpload({ size, type });
+        const duration = Date.now() - start;
+        metrics.cancelledUpload(archive, duration);
         render();
       } else {
         // eslint-disable-next-line no-console
         console.error(err);
         state.raven.captureException(err);
-        metrics.stoppedUpload({ size, type, err });
+        metrics.stoppedUpload(archive);
         emitter.emit('pushState', '/error');
       }
     } finally {
       openLinksInNewTab(links, false);
-      state.archive.clear();
-      state.password = '';
+      archive.clear();
       state.uploading = false;
       state.transfer = null;
       await state.user.syncFileList();
@@ -183,7 +184,6 @@ export default function(state, emitter) {
       render();
       await file.setPassword(password);
       state.storage.writeFile(file);
-      metrics.addedPassword({ size: file.size });
       await delay(1000);
     } catch (err) {
       // eslint-disable-next-line no-console
@@ -220,18 +220,20 @@ export default function(state, emitter) {
     state.transfer.on('complete', render);
     const links = openLinksInNewTab();
     const size = file.size;
+    const start = Date.now();
     try {
-      const start = Date.now();
-      metrics.startedDownload({ size: file.size, ttl: file.ttl });
       const dl = state.transfer.download({
         stream: state.capabilities.streamDownload
       });
       render();
       await dl;
-      const time = Date.now() - start;
-      const speed = size / (time / 1000);
       state.storage.totalDownloads += 1;
-      metrics.completedDownload({ size, time, speed });
+      const duration = Date.now() - start;
+      metrics.completedDownload({
+        size,
+        duration,
+        password_protected: file.requiresPassword
+      });
     } catch (err) {
       if (err.message === '0') {
         // download cancelled
@@ -239,12 +241,16 @@ export default function(state, emitter) {
         render();
       } else {
         // eslint-disable-next-line no-console
-        console.error(err);
         state.transfer = null;
         const location = err.message === '404' ? '/404' : '/error';
         if (location === '/error') {
           state.raven.captureException(err);
-          metrics.stoppedDownload({ size, err });
+          const duration = Date.now() - start;
+          metrics.stoppedDownload({
+            size,
+            duration,
+            password_protected: file.requiresPassword
+          });
         }
         emitter.emit('pushState', location);
       }
@@ -253,9 +259,9 @@ export default function(state, emitter) {
     }
   });
 
-  emitter.on('copy', ({ url, location }) => {
+  emitter.on('copy', ({ url }) => {
     copyToClipboard(url);
-    metrics.copiedLink({ location });
+    // metrics.copiedLink({ location });
   });
 
   setInterval(() => {
diff --git a/app/fileSender.js b/app/fileSender.js
index cc937833..47955068 100644
--- a/app/fileSender.js
+++ b/app/fileSender.js
@@ -1,4 +1,3 @@
-/* global DEFAULTS */
 import Nanobus from 'nanobus';
 import OwnedFile from './ownedFile';
 import Keychain from './keychain';
@@ -42,29 +41,24 @@ export default class FileSender extends Nanobus {
     }
   }
 
-  async upload(
-    file,
-    timeLimit = DEFAULTS.EXPIRE_SECONDS,
-    dlimit = 1,
-    bearerToken
-  ) {
+  async upload(archive, bearerToken) {
     const start = Date.now();
     if (this.cancelled) {
       throw new Error(0);
     }
     this.msg = 'encryptingFile';
     this.emit('encrypting');
-    const totalSize = encryptedSize(file.size);
-    const encStream = await this.keychain.encryptStream(file.stream);
-    const metadata = await this.keychain.encryptMetadata(file);
+    const totalSize = encryptedSize(archive.size);
+    const encStream = await this.keychain.encryptStream(archive.stream);
+    const metadata = await this.keychain.encryptMetadata(archive);
     const authKeyB64 = await this.keychain.authKeyB64();
 
     this.uploadRequest = uploadWs(
       encStream,
       metadata,
       authKeyB64,
-      timeLimit,
-      dlimit,
+      archive.timeLimit,
+      archive.dlimit,
       bearerToken,
       p => {
         this.progress = [p, totalSize];
@@ -88,18 +82,18 @@ export default class FileSender extends Nanobus {
       const ownedFile = new OwnedFile({
         id: result.id,
         url: `${result.url}#${secretKey}`,
-        name: file.name,
-        size: file.size,
-        manifest: file.manifest,
+        name: archive.name,
+        size: archive.size,
+        manifest: archive.manifest,
         time: time,
-        speed: file.size / (time / 1000),
+        speed: archive.size / (time / 1000),
         createdAt: Date.now(),
-        expiresAt: Date.now() + timeLimit * 1000,
+        expiresAt: Date.now() + archive.timeLimit * 1000,
         secretKey: secretKey,
         nonce: this.keychain.nonce,
         ownerToken: result.ownerToken,
-        dlimit,
-        timeLimit: timeLimit
+        dlimit: archive.dlimit,
+        timeLimit: archive.timeLimit
       });
 
       return ownedFile;
diff --git a/app/metrics.js b/app/metrics.js
index 1f3c25db..3c02e2a7 100644
--- a/app/metrics.js
+++ b/app/metrics.js
@@ -1,296 +1,172 @@
-import testPilotGA from 'testpilot-ga/src/TestPilotGA';
 import storage from './storage';
-
-let hasLocalStorage = false;
-try {
-  hasLocalStorage = typeof localStorage !== 'undefined';
-} catch (e) {
-  // when disabled, any mention of localStorage throws an error
-}
-
-const analytics = new testPilotGA({
-  an: 'Firefox Send',
-  ds: 'web',
-  tid: window.GOOGLE_ANALYTICS_ID
-});
+import { platform } from './utils';
 
 let appState = null;
-let experiment = null;
+// let experiment = null;
+const HOUR = 1000 * 60 * 60;
+const events = [];
+let session_id = Date.now();
+const lang = document.querySelector('html').lang;
 
 export default function initialize(state, emitter) {
   appState = state;
+  if (!appState.user.firstAction) {
+    appState.user.firstAction = appState.route === '/' ? 'upload' : 'download';
+  }
   emitter.on('DOMContentLoaded', () => {
-    addExitHandlers();
-    experiment = storage.enrolled[0];
-    sendEvent(category(), 'visit', {
-      cm5: storage.totalUploads,
-      cm6: storage.files.length,
-      cm7: storage.totalDownloads
+    // experiment = storage.enrolled[0];
+    addEvent('client_visit', {
+      entrypoint: appState.route === '/' ? 'upload' : 'download'
     });
   });
-  emitter.on('exit', exitEvent);
   emitter.on('experiment', experimentEvent);
+  window.addEventListener('unload', submitEvents);
 }
 
-function category() {
-  switch (appState.route) {
-    case '/':
-    case '/share/:id':
-      return 'sender';
-    case '/download/:id/:key':
-    case '/download/:id':
-    case '/completed':
-      return 'recipient';
-    default:
-      return 'other';
-  }
+function sizeOrder(n) {
+  return Math.floor(Math.log10(n));
 }
 
-function sendEvent() {
-  const args = Array.from(arguments);
-  if (experiment && args[2]) {
-    args[2].xid = experiment[0];
-    args[2].xvar = experiment[1];
+function submitEvents() {
+  if (navigator.doNotTrack === '1') {
+    return;
   }
-  return (
-    hasLocalStorage && analytics.sendEvent.apply(analytics, args).catch(() => 0)
+  const data = new Blob(
+    [
+      JSON.stringify({
+        now: Date.now(),
+        session_id,
+        lang,
+        platform: platform(),
+        events
+      })
+    ],
+    { type: 'application/json' }
   );
-}
-
-function urlToMetric(url) {
-  switch (url) {
-    case 'https://www.mozilla.org/':
-      return 'mozilla';
-    case 'https://www.mozilla.org/about/legal':
-      return 'legal';
-    case 'https://testpilot.firefox.com/about':
-      return 'about';
-    case 'https://testpilot.firefox.com/privacy':
-      return 'privacy';
-    case 'https://testpilot.firefox.com/terms':
-      return 'terms';
-    case 'https://www.mozilla.org/privacy/websites/#cookies':
-      return 'cookies';
-    case 'https://github.com/mozilla/send':
-      return 'github';
-    case 'https://twitter.com/FxTestPilot':
-      return 'twitter';
-    case 'https://www.mozilla.org/firefox/new/?scene=2':
-      return 'download-firefox';
-    case 'https://qsurvey.mozilla.com/s3/txp-firefox-send':
-      return 'survey';
-    case 'https://testpilot.firefox.com/':
-    case 'https://testpilot.firefox.com/experiments/send':
-      return 'testpilot';
-    case 'https://www.mozilla.org/firefox/new/?utm_campaign=send-acquisition&utm_medium=referral&utm_source=send.firefox.com':
-      return 'promo';
-    default:
-      return 'other';
+  events.splice(0);
+  if (!navigator.sendBeacon) {
+    return;
   }
+  navigator.sendBeacon('/api/metrics', data);
 }
 
-function setReferrer(state) {
-  if (category() === 'sender') {
-    if (state) {
-      storage.referrer = `${state}-upload`;
-    }
-  } else if (category() === 'recipient') {
-    if (state) {
-      storage.referrer = `${state}-download`;
+async function addEvent(event_type, event_properties) {
+  const user_id = await appState.user.metricId();
+  const device_id = await appState.user.deviceId();
+  events.push({
+    device_id,
+    event_properties,
+    event_type,
+    time: Date.now(),
+    user_id,
+    user_properties: {
+      anonymous: !appState.user.loggedIn,
+      first_action: appState.user.firstAction,
+      active_count: storage.files.length
     }
+  });
+  if (events.length === 25) {
+    submitEvents();
   }
 }
 
-function externalReferrer() {
-  if (/^https:\/\/testpilot\.firefox\.com/.test(document.referrer)) {
-    return 'testpilot';
-  }
-  return 'external';
-}
-
-function takeReferrer() {
-  const referrer = storage.referrer || externalReferrer();
-  storage.referrer = null;
-  return referrer;
-}
-
-function startedUpload(params) {
-  return sendEvent('sender', 'upload-started', {
-    cm1: params.size,
-    cm5: storage.totalUploads,
-    cm6: storage.files.length + 1,
-    cm7: storage.totalDownloads,
-    cd1: params.type,
-    cd5: takeReferrer()
+function cancelledUpload(archive, duration) {
+  return addEvent('client_upload', {
+    download_limit: archive.dlimit,
+    duration: sizeOrder(duration),
+    file_count: archive.numFiles,
+    password_protected: !!archive.password,
+    size: sizeOrder(archive.size),
+    status: 'cancel',
+    time_limit: archive.timeLimit
   });
 }
 
-function cancelledUpload(params) {
-  setReferrer('cancelled');
-  return sendEvent('sender', 'upload-stopped', {
-    cm1: params.size,
-    cm5: storage.totalUploads,
-    cm6: storage.files.length,
-    cm7: storage.totalDownloads,
-    cd1: params.type,
-    cd2: 'cancelled'
+function completedUpload(archive, duration) {
+  return addEvent('client_upload', {
+    download_limit: archive.dlimit,
+    duration: sizeOrder(duration),
+    file_count: archive.numFiles,
+    password_protected: !!archive.password,
+    size: sizeOrder(archive.size),
+    status: 'ok',
+    time_limit: archive.timeLimit
   });
 }
 
-function completedUpload(params) {
-  return sendEvent('sender', 'upload-stopped', {
-    cm1: params.size,
-    cm2: params.time,
-    cm3: params.speed,
-    cm5: storage.totalUploads,
-    cm6: storage.files.length,
-    cm7: storage.totalDownloads,
-    cd1: params.type,
-    cd2: 'completed'
-  });
-}
-
-function addedPassword(params) {
-  return sendEvent('sender', 'password-added', {
-    cm1: params.size,
-    cm5: storage.totalUploads,
-    cm6: storage.files.length,
-    cm7: storage.totalDownloads
-  });
-}
-
-function startedDownload(params) {
-  return sendEvent('recipient', 'download-started', {
-    cm1: params.size,
-    cm4: params.ttl,
-    cm5: storage.totalUploads,
-    cm6: storage.files.length,
-    cm7: storage.totalDownloads
+function stoppedUpload(archive) {
+  return addEvent('client_upload', {
+    download_limit: archive.dlimit,
+    file_count: archive.numFiles,
+    password_protected: !!archive.password,
+    size: sizeOrder(archive.size),
+    status: 'error',
+    time_limit: archive.timeLimit
   });
 }
 
 function stoppedDownload(params) {
-  return sendEvent('recipient', 'download-stopped', {
-    cm1: params.size,
-    cm5: storage.totalUploads,
-    cm6: storage.files.length,
-    cm7: storage.totalDownloads,
-    cd2: 'errored',
-    cd6: params.err
-  });
-}
-
-function cancelledDownload(params) {
-  setReferrer('cancelled');
-  return sendEvent('recipient', 'download-stopped', {
-    cm1: params.size,
-    cm5: storage.totalUploads,
-    cm6: storage.files.length,
-    cm7: storage.totalDownloads,
-    cd2: 'cancelled'
-  });
-}
-
-function stoppedUpload(params) {
-  return sendEvent('sender', 'upload-stopped', {
-    cm1: params.size,
-    cm5: storage.totalUploads,
-    cm6: storage.files.length,
-    cm7: storage.totalDownloads,
-    cd1: params.type,
-    cd2: 'errored',
-    cd6: params.err
-  });
-}
-
-function changedDownloadLimit(params) {
-  return sendEvent('sender', 'download-limit-changed', {
-    cm1: params.size,
-    cm5: storage.totalUploads,
-    cm6: storage.files.length,
-    cm7: storage.totalDownloads,
-    cm8: params.dlimit
+  return addEvent('client_download', {
+    duration: sizeOrder(params.duration),
+    password_protected: params.password_protected,
+    size: sizeOrder(params.size),
+    status: 'error'
   });
 }
 
 function completedDownload(params) {
-  return sendEvent('recipient', 'download-stopped', {
-    cm1: params.size,
-    cm2: params.time,
-    cm3: params.speed,
-    cm5: storage.totalUploads,
-    cm6: storage.files.length,
-    cm7: storage.totalDownloads,
-    cd2: 'completed'
+  return addEvent('client_download', {
+    duration: sizeOrder(params.duration),
+    password_protected: params.password_protected,
+    size: sizeOrder(params.size),
+    status: 'ok'
   });
 }
 
-function deletedUpload(params) {
-  return sendEvent(category(), 'upload-deleted', {
-    cm1: params.size,
-    cm2: params.time,
-    cm3: params.speed,
-    cm4: params.ttl,
-    cm5: storage.totalUploads,
-    cm6: storage.files.length,
-    cm7: storage.totalDownloads,
-    cd1: params.type,
-    cd4: params.location
-  });
-}
-
-function unsupported(params) {
-  return sendEvent(category(), 'unsupported', {
-    cd6: params.err
-  });
-}
-
-function copiedLink(params) {
-  return sendEvent('sender', 'copied', {
-    cd4: params.location
-  });
-}
-
-function exitEvent(target) {
-  return sendEvent(category(), 'exited', {
-    cd3: urlToMetric(target.currentTarget.href)
+function deletedUpload(ownedFile) {
+  return addEvent('client_delete', {
+    age: Math.floor((Date.now() - ownedFile.createdAt) / HOUR),
+    downloaded: ownedFile.dtotal > 0,
+    status: 'ok'
   });
 }
 
 function experimentEvent(params) {
-  return sendEvent(category(), 'experiment', params);
+  return addEvent('client_experiment', params);
 }
 
-// eslint-disable-next-line no-unused-vars
-function addExitHandlers() {
-  const links = Array.from(document.querySelectorAll('a'));
-  links.forEach(l => {
-    if (/^http/.test(l.getAttribute('href'))) {
-      l.addEventListener('click', exitEvent);
-    }
+function submittedSignup(params) {
+  return addEvent('client_login', {
+    status: 'ok',
+    trigger: params.trigger
   });
 }
 
-function restart(state) {
-  setReferrer(state);
-  return sendEvent(category(), 'restarted', {
-    cd2: state
+function canceledSignup(params) {
+  return addEvent('client_login', {
+    status: 'cancel',
+    trigger: params.trigger
   });
 }
 
+function loggedOut(params) {
+  addEvent('client_logout', {
+    status: 'ok',
+    trigger: params.trigger
+  });
+  // flush events and start new anon session
+  submitEvents();
+  session_id = Date.now();
+}
+
 export {
-  copiedLink,
-  startedUpload,
   cancelledUpload,
   stoppedUpload,
   completedUpload,
-  changedDownloadLimit,
   deletedUpload,
-  startedDownload,
-  cancelledDownload,
   stoppedDownload,
   completedDownload,
-  addedPassword,
-  restart,
-  unsupported
+  submittedSignup,
+  canceledSignup,
+  loggedOut
 };
diff --git a/app/ownedFile.js b/app/ownedFile.js
index 3fef67cb..d6d91a53 100644
--- a/app/ownedFile.js
+++ b/app/ownedFile.js
@@ -8,7 +8,6 @@ export default class OwnedFile {
     this.url = obj.url;
     this.name = obj.name;
     this.size = obj.size;
-    this.type = obj.type;
     this.manifest = obj.manifest;
     this.time = obj.time;
     this.speed = obj.speed;
@@ -78,7 +77,6 @@ export default class OwnedFile {
       url: this.url,
       name: this.name,
       size: this.size,
-      type: this.type,
       manifest: this.manifest,
       time: this.time,
       speed: this.speed,
diff --git a/app/routes.js b/app/routes.js
index 6abd558e..8405db9b 100644
--- a/app/routes.js
+++ b/app/routes.js
@@ -11,14 +11,7 @@ module.exports = function(app = choo()) {
   app.route('/error', body(require('./ui/error')));
   app.route('/blank', body(require('./ui/blank')));
   app.route('/oauth', async function(state, emit) {
-    try {
-      await state.user.finishLogin(state.query.code, state.query.state);
-      await state.user.syncFileList();
-      emit('replaceState', '/');
-    } catch (e) {
-      emit('replaceState', '/error');
-      setTimeout(() => emit('render'));
-    }
+    emit('authenticate', state.query.code, state.query.state);
   });
   app.route('*', body(require('./ui/notFound')));
   return app;
diff --git a/app/storage.js b/app/storage.js
index 34837318..d66391e0 100644
--- a/app/storage.js
+++ b/app/storage.js
@@ -1,4 +1,4 @@
-import { isFile } from './utils';
+import { arrayToB64, isFile } from './utils';
 import OwnedFile from './ownedFile';
 
 class Mem {
@@ -58,6 +58,15 @@ class Storage {
     return fs;
   }
 
+  get id() {
+    let id = this.engine.getItem('device_id');
+    if (!id) {
+      id = arrayToB64(crypto.getRandomValues(new Uint8Array(16)));
+      this.engine.setItem('device_id', id);
+    }
+    return id;
+  }
+
   get totalDownloads() {
     return Number(this.engine.getItem('totalDownloads'));
   }
diff --git a/app/ui/account.js b/app/ui/account.js
index 3ddbd83a..cb67b540 100644
--- a/app/ui/account.js
+++ b/app/ui/account.js
@@ -1,6 +1,5 @@
 const html = require('choo/html');
 const Component = require('choo/component');
-const signupDialog = require('./signupDialog');
 
 class Account extends Component {
   constructor(name, state, emit) {
@@ -27,8 +26,7 @@ class Account extends Component {
 
   login(event) {
     event.preventDefault();
-    this.state.modal = signupDialog();
-    this.emit('render');
+    this.emit('signup-cta', 'button');
   }
 
   logout(event) {
diff --git a/app/ui/archiveTile.js b/app/ui/archiveTile.js
index 7a70e6f2..e6f65f33 100644
--- a/app/ui/archiveTile.js
+++ b/app/ui/archiveTile.js
@@ -34,7 +34,7 @@ function password(state) {
         <input
           id="add-password"
           type="checkbox"
-          ${state.password ? 'checked' : ''}
+          ${state.archive.password ? 'checked' : ''}
           autocomplete="off"
           onchange="${togglePasswordInput}"
         />
@@ -44,7 +44,7 @@ function password(state) {
       </div>
       <input
         id="password-input"
-        class="${state.password
+        class="${state.archive.password
           ? ''
           : 'invisible'} border rounded-sm focus:border-blue leading-normal my-2 py-1 px-2 h-8"
         autocomplete="off"
@@ -53,7 +53,7 @@ function password(state) {
         oninput="${inputChanged}"
         onfocus="${focused}"
         placeholder="${state.translate('unlockInputPlaceholder')}"
-        value="${state.password || ''}"
+        value="${state.archive.password || ''}"
       />
       <label
         id="password-msg"
@@ -74,7 +74,7 @@ function password(state) {
       input.classList.add('invisible');
       input.value = '';
       document.getElementById('password-msg').textContent = '';
-      state.password = null;
+      state.archive.password = null;
     }
   }
 
@@ -91,7 +91,7 @@ function password(state) {
     } else {
       pwdmsg.textContent = '';
     }
-    state.password = password;
+    state.archive.password = password;
   }
 
   function focused(event) {
@@ -219,7 +219,7 @@ module.exports = function(state, emit, archive) {
 
   function del(event) {
     event.stopPropagation();
-    emit('delete', { file: archive, location: 'success-screen' });
+    emit('delete', archive);
   }
 
   function share(event) {
@@ -279,11 +279,7 @@ module.exports.wip = function(state, emit) {
     event.preventDefault();
     event.target.disabled = true;
     if (!state.uploading) {
-      emit('upload', {
-        type: 'click',
-        dlimit: state.downloadCount || 1,
-        password: state.password
-      });
+      emit('upload');
     }
   }
 
@@ -333,9 +329,9 @@ module.exports.uploading = function(state, emit) {
     </p>
     <div class="text-xs text-grey-dark w-full mt-2 mb-2">
       ${expiryInfo(state.translate, {
-        dlimit: state.downloadCount || 1,
+        dlimit: state.archive.dlimit,
         dtotal: 0,
-        expiresAt: Date.now() + 500 + state.timeLimit * 1000
+        expiresAt: Date.now() + 500 + state.archive.timeLimit * 1000
       })}
     </div>
     <div class="text-blue text-sm font-medium mt-2">${progressPercent}</div>
diff --git a/app/ui/expiryOptions.js b/app/ui/expiryOptions.js
index f24da37d..3f15d619 100644
--- a/app/ui/expiryOptions.js
+++ b/app/ui/expiryOptions.js
@@ -3,7 +3,6 @@ const html = require('choo/html');
 const raw = require('choo/html/raw');
 const { secondsToL10nId } = require('../utils');
 const selectbox = require('./selectbox');
-const signupDialog = require('./signupDialog');
 
 module.exports = function(state, emit) {
   const el = html`
@@ -29,17 +28,17 @@ module.exports = function(state, emit) {
   const dlCountSelect = el.querySelector('#dlCount');
   el.replaceChild(
     selectbox(
-      state.downloadCount || 1,
+      state.archive.dlimit,
       counts,
       num => state.translate('downloadCount', { num }),
       value => {
         const max = state.user.maxDownloads;
+        state.archive.dlimit = Math.min(value, max);
         if (value > max) {
-          state.modal = signupDialog();
-          value = max;
+          emit('signup-cta', 'count');
+        } else {
+          emit('render');
         }
-        state.downloadCount = value;
-        emit('render');
       },
       'expire-after-dl-count-select'
     ),
@@ -53,7 +52,7 @@ module.exports = function(state, emit) {
   const timeSelect = el.querySelector('#timespan');
   el.replaceChild(
     selectbox(
-      state.timeLimit || 86400,
+      state.archive.timeLimit,
       expires,
       num => {
         const l10n = secondsToL10nId(num);
@@ -61,12 +60,12 @@ module.exports = function(state, emit) {
       },
       value => {
         const max = state.user.maxExpireSeconds;
+        state.archive.timeLimit = Math.min(value, max);
         if (value > max) {
-          state.modal = signupDialog();
-          value = max;
+          emit('signup-cta', 'time');
+        } else {
+          emit('render');
         }
-        state.timeLimit = value;
-        emit('render');
       },
       'expire-after-time-select'
     ),
diff --git a/app/ui/signupDialog.js b/app/ui/signupDialog.js
index d4583adf..e6e9d57d 100644
--- a/app/ui/signupDialog.js
+++ b/app/ui/signupDialog.js
@@ -1,8 +1,9 @@
 /* global LIMITS */
 const html = require('choo/html');
 const { bytes, platform } = require('../utils');
+const { canceledSignup, submittedSignup } = require('../metrics');
 
-module.exports = function() {
+module.exports = function(trigger) {
   return function(state, emit, close) {
     const hidden = platform() === 'android' ? 'hidden' : '';
     let submitting = false;
@@ -37,7 +38,7 @@ module.exports = function() {
       <button
         class="my-4 text-blue hover:text-blue-dark focus:text-blue-darker font-medium"
         title="${state.translate('deletePopupCancel')}"
-        onclick=${close}>${state.translate('deletePopupCancel')}
+        onclick=${cancel}>${state.translate('deletePopupCancel')}
       </button>
     </send-signup-dialog>`;
 
@@ -50,6 +51,11 @@ module.exports = function() {
       return a.length === 2 && a.every(s => s.length > 0);
     }
 
+    function cancel(event) {
+      canceledSignup({ trigger });
+      close(event);
+    }
+
     function submitEmail(event) {
       event.preventDefault();
       if (submitting) {
@@ -59,6 +65,7 @@ module.exports = function() {
 
       const el = document.getElementById('email-input');
       const email = el.value;
+      submittedSignup({ trigger });
       emit('login', emailish(email) ? email : null);
     }
   };
diff --git a/app/user.js b/app/user.js
index def34d9c..3cfb68d3 100644
--- a/app/user.js
+++ b/app/user.js
@@ -9,6 +9,16 @@ import storage from './storage';
 
 const textEncoder = new TextEncoder();
 const textDecoder = new TextDecoder();
+const anonId = arrayToB64(crypto.getRandomValues(new Uint8Array(16)));
+
+async function hashId(id) {
+  const d = new Date();
+  const month = d.getUTCMonth();
+  const year = d.getUTCFullYear();
+  const encoded = textEncoder.encode(`${id}:${year}:${month}`);
+  const hash = await crypto.subtle.digest('SHA-256', encoded);
+  return arrayToB64(new Uint8Array(hash.slice(16)));
+}
 
 export default class User {
   constructor(storage) {
@@ -25,6 +35,14 @@ export default class User {
     this.storage.user = data;
   }
 
+  get firstAction() {
+    return this.storage.get('firstAction');
+  }
+
+  set firstAction(action) {
+    this.storage.set('firstAction', action);
+  }
+
   get avatar() {
     const defaultAvatar = assets.get('user.svg');
     if (this.info.avatarDefault) {
@@ -63,6 +81,14 @@ export default class User {
     return this.loggedIn ? LIMITS.MAX_DOWNLOADS : LIMITS.ANON.MAX_DOWNLOADS;
   }
 
+  async metricId() {
+    return this.loggedIn ? hashId(this.info.uid) : undefined;
+  }
+
+  async deviceId() {
+    return this.loggedIn ? hashId(this.storage.id) : hashId(anonId);
+  }
+
   async login(email) {
     const state = arrayToB64(crypto.getRandomValues(new Uint8Array(16)));
     storage.set('oauthState', state);
diff --git a/docs/docker.md b/docs/docker.md
index 9003412b..d230558a 100644
--- a/docs/docker.md
+++ b/docs/docker.md
@@ -16,7 +16,6 @@ Then you can run either `docker build` or `docker-compose up`.
 | `PORT`           | Port the server will listen on (defaults to 1443).
 | `S3_BUCKET`  | The S3 bucket name.
 | `REDIS_HOST` | Host name of the Redis server.
-| `GOOGLE_ANALYTICS_ID` | Google Analytics ID
 | `SENTRY_CLIENT` | Sentry Client ID
 | `SENTRY_DSN` | Sentry DSN
 | `MAX_FILE_SIZE` | in bytes (defaults to 2147483648)
@@ -28,7 +27,6 @@ Then you can run either `docker build` or `docker-compose up`.
 $ docker run --net=host -e 'NODE_ENV=production' \
   -e 'S3_BUCKET=testpilot-p2p-dev' \
   -e 'REDIS_HOST=dyf9s2r4vo3.bolxr4.0001.usw2.cache.amazonaws.com' \
-  -e 'GOOGLE_ANALYTICS_ID=UA-35433268-78' \
   -e 'SENTRY_CLIENT=https://51e23d7263e348a7a3b90a5357c61cb2@sentry.prod.mozaws.net/168' \
   -e 'SENTRY_DSN=https://51e23d7263e348a7a3b90a5357c61cb2:65e23d7263e348a7a3b90a5357c61c44@sentry.prod.mozaws.net/168' \
   mozilla/send:latest
diff --git a/docs/metrics.md b/docs/metrics.md
index b1c65dbe..79e83583 100644
--- a/docs/metrics.md
+++ b/docs/metrics.md
@@ -39,87 +39,89 @@ We will know this to be true when we can conduct six research tasks (surveys, A/
 * FxA UI Engagement `--- DESIRED OUTCOME --->` Authenticate
 * **STRETCH** App Open or Visit `--- DESIRED OUTCOME --->` Successful Download
 
-## Complete Schema
-
+## Amplitude Schema
 
 Please see, **See Amplitude HTTP API**(https://amplitude.zendesk.com/hc/en-us/articles/204771828) for HTTP API reference.
 
-### Event Structure
+## Metric Events
 
-* `app_version` **string** ∙ app version `Android 1.5` or `Web 1.2.5`
-* `country` **string** ∙ Can be captured using [FxA Geo Library](https://github.com/mozilla/fxa-geodb)
-* `device_id` **string** ∙ required, should be a unique hash
-* `event_properties` **dictionary** ∙ [see list below](#event-properties)
-* `event_type` **string** ∙ [see list below](#events)
-* `insert_id` **string** ∙ unique event id used by amplitude to dedupe events
-* `language` **string** ∙ App language
-* `os_name` **string** ∙ `Mac OS X`, `iOS`, `Windows`, etc.
-* `os_version` **string** ∙ `10.01`, `400`, etc
-* `region` **string** ∙ Can be captured using [FxA Geo Library](https://github.com/mozilla/fxa-geodb)
-* `session_id` **long** ∙ start time in ms since epoch (this should only be changed at the start of a session, but sent with each ping), set to -1 if event is out of session, such as expiration
-* `time` **long** ∙ The timestamp of the event in milliseconds since epoch
-* `user_id` **string** ∙ required unless device ID is present, should be a double hash of FxA email
-* `user_properties` **dictionary** ∙ [see list below](#user-properties). All user properties can be passed with all events. Amplitude will automatically drop user properties that do not change
+In support of our KPIs we collect events from two separate contexts, server and client. The events are designed to have minimal correlation between contexts.
 
-### User Properties
+Server events collect lifecycle information about individual uploads but no user information; also time precision is truncated to hour increments. Client events collect information about how users interact with the UI but no upload identifiers.
 
-* `Has account` **boolean** ∙ whether the user is account active
-* `First action` **string** ∙ did this user `upload` or `download` first
-* `Total uploads` **num** ∙ running sum of bundles uploaded
-* `Total upload size` **float** ∙ running sum of total MB uploaded
-* `Total downloads` **num** ∙ running count of bundles downloaded
-* `Total download size` **float** ∙ running sum of total MB downloaded
-* `Total clients` **num** ∙ running tally of total clients sharing a UID
-* `Current uploads` **int** ∙ count of current unexpired files
-* `User agent Browser` **string** ∙ browser or if app `App` derived from UA string
-* `User Agent version` **string** ∙ browser version or if app `App Version` derived from UA string
-* `UTM campaign` **string** ∙ referrer
-* `UTM content` **string** ∙ referrer
-* `UTM medium` **string** ∙ referrer
-* `UTM source` **string** ∙ referrer
-* `UTM term` **string** ∙ referrer
-* `Experiments` **array of strings** ∙ set of experiments the user is in
+### Server Events
 
-### Event Properties
+Server events allow us to aggregate data about file lifecycle without collecting data about individual users. In this context `user_id` and `user_properties` describe the uploaded archive.
 
-1. `Bundle id` **string** ∙ Guid for bundle
-2. `Bundle creation timestamp` **long** ∙ The timestamp of bundle creation in milliseconds since epoch
-3. `Number of files` **int** ∙ Number of files in bundle
-4. `Size of files` **float** ∙ Size of files in MB
-5. `Transfer rate` **float** ∙ rate of transfter in bytes per second
-6. `Total downloads` **int** ∙ number of downloads set
-7. `Total duration` **string** ∙ Time for bundle expiry, one of `5 minutes` `one hour` etc
-8. `Password added` **boolean** ∙ Did the user add a password to the bundle
-9. `Remaining downloads` **int** ∙ number of remaining downloads for a file
-10. `Remaining time` **long** ∙ time until a bundle expires
-11. `Reason transfer stopped` **string** ∙ One of `completed`, `errored` or `canceled`
-12. `FxA prompt trigger` **string** ∙ One of `time options`, `count options`, `bundle size`, `shoulder button`
-13. `Location of URL copy` **string** ∙ Where did the user copy the share url `success-screen` or `upload-list`
-14. `Site exit path` **string** ∙ Name of external link followed ... `download-firefox`, `twitter`, `github`, `cookies`, `terms`, `privacy`, `about`, `legal`, `mozilla`
-15. `Expiry reason` **string** ∙ one of `time limit hit`, `download limit hit`, `user deleted`
-16. `Error code` **String** ∙ Error code if added
+* `session_id` -1 (not part of a session)
+* `user_id` hash of (archive_id + owner_id)
+* `app_version` package.json version
+* `time` timestamp truncated to hour precision
+* `country`
+* `region`
+* `event_type` [server_upload | server_download | server_delete]
+* `user_properties`
+  * `download_limit` set number of downloads
+  * `time_limit` set expiry duration
+  * `size` approximate size (log10)
+  * `anonymous` true if anonymous, false if fxa
+* `event_properties`
+  * `download_count` downloads completed
+  * `ttl` time remaining before expiry truncated to hour
 
-### Event Types
+### Client Events
 
- The following list is of required `event_type` definitions. If adding new event types please use the syntax `Group - verb subject modifier`
+Client events allow us to aggregate data about how the user interface is being used without tracking the lifecycle of individual files. In this context `user_id` and `user_properties` describe the user. The `user_id` and `device_id` change for all users at the beginning of each month.
 
-| Event | Event Properties | Description |
-|-------|------------------|-------------|
-| `{ Uploader, Downloader, Unsupported } - visit` | `none` | When a user visits the site, or opens the app, grouped by interface at open. Note, a number of API properties and User Properties should be set with this event |
-|`{ Uploader, Downloader, Unsupported } - exit` | `none` | When a user exits the site via click event on a link that directs to another domain |
-| `Uploader - start bundle upload` | `1, 2, 3, 4, 6, 7, 8, 16 (if applicable)` | When a user begins to upload a bundle for the site |
-| `Uploader - stop bundle upload` | `1, 2, 3, 4, 5, 6, 7, 8, 11, 16 (if applicable)` | When a user stops an upload or an upload stops for any reason |
-| `Uploader - delete bundle` | `1, 2, 3, 4, 6, 7, 8, 9, 10` | When a user deletes their bundle |
-| `Uploader - copy bundle url` | `1, 13` | When a user copies the url of a bundle they create |
-| `Uploader - dismiss copy bundle dialog` | `1` | When a user dismisses the bundle copy dialog |
-| `{ Uploader, Downloader } - start bundle download` | `1, 2, 3, 4, 6, 7, 8, 9, 10, 16 (if applicable)` | When a user begins to download a bundle. Remaining downloads should be decremented after event. |
-| `{ Uploader, Downloader } - stop bundle download` | `1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 16 (if applicable)` | When a a download ends for any reason |
-| `Downloader - click try send cta` | `1` | When a downloader clicks the prompt to try Firefox Send |
-| `Downloader - unlock bundle success` | `1` | When a downloader successfully unlocks a file |
-| `Downloader - unlock bundle failure` | `1` | When a downloader fails to unlock a file (only send once per session) |
-| `Uploader - trigger signup cta` | `12` | When an uploader triggers the CTA via change to expiry options |
-| `Signup - interact with email` | `12` | when a user inputs anything into the email submission form |
-| `Signup - cancel signup` | `12` | When a user opts out of signing up |
-| `Signup - submit signup` | `12` | When a user submits a sign up to fxa and we begin OAuth dance |
-| `Server - expire bundle` | `1, 2, 3, 4, 6, 7, 8, 9, 10, 15` | when the server expires a bundle for any reason |
-| `Error` | `16` | Fallback event for any errors that occur. Use the error code event property to specify an error type |
+* `session_id` timestamp
+* `user_id` hash of (fxa_id + Date.year + Date.month)
+* `device_id` hash of (localStorage random id + Date.year + Date.month)
+* `platform` [web | android]
+* `country`
+* `region`
+* `language`
+* `time` timestamp
+* `os_name`
+* `event_type` [client_visit | client_upload | client_download | client_delete | client_login | client_logout]
+* `event_properties`
+  * `browser`
+  * `browser_version`
+  * `status` [ ok | error | cancel ]
+  * Event specific properties (see below)
+* `user_properties`
+  * `active_count` number of active uploads
+  * `anonymous` true if anonymous, false if fxa
+  * `experiments` list of experiment ids the user is participating in
+  * `first_action` how this use came to Send the first time [ upload | download ]
+
+#### Visit Event
+
+  * `entrypoint` [ upload | download ]
+
+#### Upload Event
+
+  * `download_limit` download limit
+  * `file_count` number of files
+  * `password_protected` boolean
+  * `size` approximate size (log10)
+  * `time_limit` time limit
+  * `duration` approximate transfer duration (log10)
+
+#### Download Event
+
+  * `password_protected` boolean
+  * `size` approximate size (log10)
+  * `duration` approximate transfer duration (log10)
+
+#### Delete Event
+
+  * `age` hours since uploaded
+  * `downloaded` downloaded at least once
+
+#### Login Event
+
+  * `trigger` [button | time | count | size]
+
+#### Logout Event
+
+  * `trigger` [button | timeout]
diff --git a/package-lock.json b/package-lock.json
index db46d793..c41f1591 100644
--- a/package-lock.json
+++ b/package-lock.json
@@ -1825,9 +1825,9 @@
       }
     },
     "aws-sdk": {
-      "version": "2.400.0",
-      "resolved": "https://registry.npmjs.org/aws-sdk/-/aws-sdk-2.400.0.tgz",
-      "integrity": "sha512-FJjRXajLnI52F0C1E4nFARk/907x4ZuffwFd6jiBQfaepT03wsY1PcJNEQ5CNHYA2qxAx4HezL2pKySEX+g87g==",
+      "version": "2.401.0",
+      "resolved": "https://registry.npmjs.org/aws-sdk/-/aws-sdk-2.401.0.tgz",
+      "integrity": "sha512-mOI4gzKoP/g8Q0ToAaqTh7TijGG9PvGVVUkKmurXqBKy7GTPmy4JizfVkTrM+iBg7RAsx5H2lBxBFpdEFBa5fg==",
       "requires": {
         "buffer": "4.9.1",
         "events": "1.1.1",
@@ -2054,6 +2054,11 @@
         "tweetnacl": "^0.14.3"
       }
     },
+    "big-integer": {
+      "version": "1.6.41",
+      "resolved": "https://registry.npmjs.org/big-integer/-/big-integer-1.6.41.tgz",
+      "integrity": "sha512-d5AT9lMTYJ/ZE/4gzxb+5ttPcRWljVsvv7lF1w9KzkPhVUhBtHrjDo1J8swfZKepfLsliDhYa31zRYwcD0Yg9w=="
+    },
     "big.js": {
       "version": "5.2.2",
       "resolved": "https://registry.npmjs.org/big.js/-/big.js-5.2.2.tgz",
@@ -3275,6 +3280,14 @@
         "sha.js": "^2.4.8"
       }
     },
+    "cron": {
+      "version": "1.5.0",
+      "resolved": "https://registry.npmjs.org/cron/-/cron-1.5.0.tgz",
+      "integrity": "sha512-j7zMFLrcSta53xqOvETUt8ge+PM14GtF47gEGJJeVlM6qP24/eWHSgtiWiEiKBR2sHS8xZaBQZq4D7vFXg8dcQ==",
+      "requires": {
+        "moment-timezone": "^0.5.x"
+      }
+    },
     "cross-env": {
       "version": "5.2.0",
       "resolved": "https://registry.npmjs.org/cross-env/-/cross-env-5.2.0.tgz",
@@ -4851,9 +4864,9 @@
       "dev": true
     },
     "esm": {
-      "version": "3.2.4",
-      "resolved": "https://registry.npmjs.org/esm/-/esm-3.2.4.tgz",
-      "integrity": "sha512-wOuWtQCkkwD1WKQN/k3RsyGSSN+AmiUzdKftn8vaC+uV9JesYmQlODJxgXaaRz0LaaFIlUxZaUu5NPiUAjKAAA=="
+      "version": "3.1.1",
+      "resolved": "https://registry.npmjs.org/esm/-/esm-3.1.1.tgz",
+      "integrity": "sha512-Md2pR4IbR37UqubbgbA4+wiBorOEFB05Oo+g4WJW7W2ajiOhUfjZt77NzzCoQdrCb40GdKcflitm+XHDF053OQ=="
     },
     "espree": {
       "version": "5.0.0",
@@ -5772,24 +5785,28 @@
       "dependencies": {
         "abbrev": {
           "version": "1.1.1",
-          "bundled": true,
+          "resolved": false,
+          "integrity": "sha512-nne9/IiQ/hzIhY6pdDnbBtz7DjPTKrY00P/zvPSm5pOFkl6xuGrGnXn/VtTNNfNtAfZ9/1RtehkszU9qcTii0Q==",
           "dev": true,
           "optional": true
         },
         "ansi-regex": {
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@@ -6156,7 +6218,8 @@
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@@ -6225,7 +6296,8 @@
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@@ -6234,7 +6306,8 @@
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@@ -6242,13 +6315,15 @@
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@@ -6263,13 +6338,15 @@
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@@ -6278,12 +6355,14 @@
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@@ -6300,6 +6379,26 @@
       "integrity": "sha1-GwqzvVU7Kg1jmdKcDj6gslIHgyc=",
       "dev": true
     },
+    "fxa-geodb": {
+      "version": "1.0.4",
+      "resolved": "https://registry.npmjs.org/fxa-geodb/-/fxa-geodb-1.0.4.tgz",
+      "integrity": "sha512-f+uNgA+6OxmLAHhZvMztwPrByhkaVmSrKcb5Q1TI7Zz/onSQPYCJs388are7nWQdXI94pncqmSPxmT9kOUllEA==",
+      "requires": {
+        "bluebird": "3.5.2",
+        "cron": "1.5.0",
+        "maxmind": "2.8.0",
+        "mkdirp": "0.5.1",
+        "mozlog": "2.2.0",
+        "request": "2.88.0"
+      },
+      "dependencies": {
+        "bluebird": {
+          "version": "3.5.2",
+          "resolved": "https://registry.npmjs.org/bluebird/-/bluebird-3.5.2.tgz",
+          "integrity": "sha512-dhHTWMI7kMx5whMQntl7Vr9C6BvV10lFXDAasnqnrMYhXVCzzk6IO9Fo2L75jXHT07WrOngL1WDXOp+yYS91Yg=="
+        }
+      }
+    },
     "g-status": {
       "version": "2.0.2",
       "resolved": "https://registry.npmjs.org/g-status/-/g-status-2.0.2.tgz",
@@ -8732,6 +8831,15 @@
       "integrity": "sha512-3Zs9P/0zzwTob2pdgT0CHZuMbnSUSp8MB1bddfm+HDmnFWHGT4jvEZRf+2RuPoa+cjdn/z25SEt5gFTqdhvJAg==",
       "dev": true
     },
+    "maxmind": {
+      "version": "2.8.0",
+      "resolved": "https://registry.npmjs.org/maxmind/-/maxmind-2.8.0.tgz",
+      "integrity": "sha512-U3/jQRUoMf4pQ/Tm7JNtGRaM9z82fATB2TiGgs0kEKMPZn/UbOnlyGMRItJ2+KWrwjz9a7PqRzy3/haq9XfUOQ==",
+      "requires": {
+        "big-integer": "^1.6.31",
+        "tiny-lru": "^1.6.1"
+      }
+    },
     "md5": {
       "version": "2.2.1",
       "resolved": "https://registry.npmjs.org/md5/-/md5-2.2.1.tgz",
@@ -9077,6 +9185,14 @@
       "resolved": "https://registry.npmjs.org/moment/-/moment-2.22.2.tgz",
       "integrity": "sha1-PCV/mDn8DpP/UxSWMiOeuQeD/2Y="
     },
+    "moment-timezone": {
+      "version": "0.5.23",
+      "resolved": "https://registry.npmjs.org/moment-timezone/-/moment-timezone-0.5.23.tgz",
+      "integrity": "sha512-WHFH85DkCfiNMDX5D3X7hpNH3/PUhjTGcD0U1SgfBGZxJ3qUmJh5FdvaFjcClxOvB3rzdfj4oRffbI38jEnC1w==",
+      "requires": {
+        "moment": ">= 2.9.0"
+      }
+    },
     "morgan": {
       "version": "1.9.1",
       "resolved": "https://registry.npmjs.org/morgan/-/morgan-1.9.1.tgz",
@@ -15047,14 +15163,14 @@
       }
     },
     "terser": {
-      "version": "3.16.1",
-      "resolved": "https://registry.npmjs.org/terser/-/terser-3.16.1.tgz",
-      "integrity": "sha512-JDJjgleBROeek2iBcSNzOHLKsB/MdDf+E/BOAJ0Tk9r7p9/fVobfv7LMJ/g/k3v9SXdmjZnIlFd5nfn/Rt0Xow==",
+      "version": "3.14.1",
+      "resolved": "https://registry.npmjs.org/terser/-/terser-3.14.1.tgz",
+      "integrity": "sha512-NSo3E99QDbYSMeJaEk9YW2lTg3qS9V0aKGlb+PlOrei1X02r1wSBHCNX/O+yeTRFSWPKPIGj6MqvvdqV4rnVGw==",
       "dev": true,
       "requires": {
         "commander": "~2.17.1",
         "source-map": "~0.6.1",
-        "source-map-support": "~0.5.9"
+        "source-map-support": "~0.5.6"
       },
       "dependencies": {
         "source-map": {
@@ -15066,9 +15182,9 @@
       }
     },
     "terser-webpack-plugin": {
-      "version": "1.2.2",
-      "resolved": "https://registry.npmjs.org/terser-webpack-plugin/-/terser-webpack-plugin-1.2.2.tgz",
-      "integrity": "sha512-1DMkTk286BzmfylAvLXwpJrI7dWa5BnFmscV/2dCr8+c56egFcbaeFAl7+sujAjdmpLam21XRdhA4oifLyiWWg==",
+      "version": "1.2.1",
+      "resolved": "https://registry.npmjs.org/terser-webpack-plugin/-/terser-webpack-plugin-1.2.1.tgz",
+      "integrity": "sha512-GGSt+gbT0oKcMDmPx4SRSfJPE1XaN3kQRWG4ghxKQw9cn5G9x6aCKSsgYdvyM0na9NJ4Drv0RG6jbBByZ5CMjw==",
       "dev": true,
       "requires": {
         "cacache": "^11.0.2",
@@ -15076,7 +15192,7 @@
         "schema-utils": "^1.0.0",
         "serialize-javascript": "^1.4.0",
         "source-map": "^0.6.1",
-        "terser": "^3.16.1",
+        "terser": "^3.8.1",
         "webpack-sources": "^1.1.0",
         "worker-farm": "^1.5.2"
       },
@@ -15285,12 +15401,6 @@
         }
       }
     },
-    "testpilot-ga": {
-      "version": "0.3.0",
-      "resolved": "https://registry.npmjs.org/testpilot-ga/-/testpilot-ga-0.3.0.tgz",
-      "integrity": "sha512-z4PJbw3KK0R0iflA+u/3BhWZrtsLHLu+0rMviMd8H1wp8qPV0rggNBjsKckBJCcXq4uEjXETGZzApHH7Tovpzw==",
-      "dev": true
-    },
     "text-encoding": {
       "version": "0.6.4",
       "resolved": "https://registry.npmjs.org/text-encoding/-/text-encoding-0.6.4.tgz",
@@ -15344,6 +15454,11 @@
       "integrity": "sha1-QFQRqOfmM5/mTbmiNN4R3DHgK9Q=",
       "dev": true
     },
+    "tiny-lru": {
+      "version": "1.6.4",
+      "resolved": "https://registry.npmjs.org/tiny-lru/-/tiny-lru-1.6.4.tgz",
+      "integrity": "sha512-Et+J3Css66XPSLWjLF9wmgbECsGiExlEL+jxsFerTQF6N6dpxswDTPAfIrAbQKO5c1uhgq2xvo5zMk1W+kBDNA=="
+    },
     "tmp": {
       "version": "0.0.33",
       "resolved": "https://registry.npmjs.org/tmp/-/tmp-0.0.33.tgz",
@@ -15540,6 +15655,11 @@
       "resolved": "https://registry.npmjs.org/typedarray/-/typedarray-0.0.6.tgz",
       "integrity": "sha1-hnrHTjhkGHsdPUfZlqeOxciDB3c="
     },
+    "ua-parser-js": {
+      "version": "0.7.19",
+      "resolved": "https://registry.npmjs.org/ua-parser-js/-/ua-parser-js-0.7.19.tgz",
+      "integrity": "sha512-T3PVJ6uz8i0HzPxOF9SWzWAlfN/DavlpQqepn22xgve/5QecC+XMCAtmUNnY7C9StehaV6exjUCI801lOI7QlQ=="
+    },
     "uglify-js": {
       "version": "3.4.9",
       "resolved": "https://registry.npmjs.org/uglify-js/-/uglify-js-3.4.9.tgz",
diff --git a/package.json b/package.json
index e34a01ec..7a17b6cc 100644
--- a/package.json
+++ b/package.json
@@ -119,7 +119,6 @@
     "svgo": "^1.1.1",
     "svgo-loader": "^2.2.0",
     "tailwindcss": "^0.7.4",
-    "testpilot-ga": "^0.3.0",
     "val-loader": "^1.1.1",
     "wdio-docker-service": "^1.4.2",
     "wdio-dot-reporter": "0.0.10",
@@ -144,12 +143,14 @@
     "express-ws": "github:dannycoates/express-ws",
     "fluent": "^0.10.0",
     "fluent-langneg": "^0.1.1",
+    "fxa-geodb": "^1.0.4",
     "helmet": "^3.15.0",
     "mkdirp": "^0.5.1",
     "mozlog": "^2.2.0",
     "node-fetch": "^2.3.0",
     "raven": "^2.6.4",
     "redis": "^2.8.0",
+    "ua-parser-js": "^0.7.19",
     "websocket-stream": "^5.1.2"
   },
   "availableLanguages": [
diff --git a/server/amplitude.js b/server/amplitude.js
new file mode 100644
index 00000000..ee9cc785
--- /dev/null
+++ b/server/amplitude.js
@@ -0,0 +1,161 @@
+const crypto = require('crypto');
+const geoip = require('fxa-geodb')();
+const fetch = require('node-fetch');
+const config = require('./config');
+const pkg = require('../package.json');
+
+const HOUR = 1000 * 60 * 60;
+
+function truncateToHour(timestamp) {
+  return Math.floor(timestamp / HOUR) * HOUR;
+}
+
+function orderOfMagnitude(n) {
+  return Math.floor(Math.log10(n));
+}
+
+function userId(fileId, ownerId) {
+  const hash = crypto.createHash('sha256');
+  hash.update(fileId);
+  hash.update(ownerId);
+  return hash.digest('hex').substring(32);
+}
+
+function location(ip) {
+  try {
+    return geoip(ip);
+  } catch (e) {
+    return {};
+  }
+}
+
+function statUploadEvent(data) {
+  const loc = location(data.ip);
+  const event = {
+    session_id: -1,
+    country: loc.country,
+    region: loc.state,
+    user_id: userId(data.id, data.owner),
+    app_version: pkg.version,
+    time: truncateToHour(Date.now()),
+    event_type: 'server_upload',
+    user_properties: {
+      download_limit: data.dlimit,
+      time_limit: data.timeLimit,
+      size: orderOfMagnitude(data.size),
+      anonymous: data.anonymous
+    },
+    event_id: 0
+  };
+  return sendBatch([event]);
+}
+
+function statDownloadEvent(data) {
+  const loc = location(data.ip);
+  const event = {
+    session_id: -1,
+    country: loc.country,
+    region: loc.state,
+    user_id: userId(data.id, data.owner),
+    app_version: pkg.version,
+    time: truncateToHour(Date.now()),
+    event_type: 'server_download',
+    event_properties: {
+      download_count: data.download_count,
+      ttl: data.ttl
+    },
+    event_id: data.download_count
+  };
+  return sendBatch([event]);
+}
+
+function statDeleteEvent(data) {
+  const loc = location(data.ip);
+  const event = {
+    session_id: -1,
+    country: loc.country,
+    region: loc.state,
+    user_id: userId(data.id, data.owner),
+    app_version: pkg.version,
+    time: truncateToHour(Date.now()),
+    event_type: 'server_delete',
+    event_properties: {
+      download_count: data.download_count,
+      ttl: data.ttl
+    },
+    event_id: data.download_count + 1
+  };
+  return sendBatch([event]);
+}
+
+function clientEvent(event, ua, language, session_id, deltaT, platform, ip) {
+  const loc = location(ip);
+  const ep = event.event_properties || {};
+  const up = event.user_properties || {};
+  const event_properties = {
+    browser: ua.browser.name,
+    browser_version: ua.browser.version,
+    status: ep.status,
+
+    age: ep.age,
+    downloaded: ep.downloaded,
+    download_limit: ep.download_limit,
+    duration: ep.duration,
+    file_count: ep.file_count,
+    password_protected: ep.password_protected,
+    size: ep.size,
+    time_limit: ep.time_limit,
+    trigger: ep.trigger,
+    ttl: ep.ttl
+  };
+  const user_properties = {
+    active_count: up.active_count,
+    anonymous: up.anonymous,
+    experiments: up.experiments,
+    first_action: up.first_action
+  };
+  return {
+    app_version: pkg.version,
+    country: loc.country,
+    device_id: event.device_id,
+    event_properties,
+    event_type: event.event_type,
+    language,
+    os_name: ua.os.name,
+    os_version: ua.os.version,
+    platform,
+    region: loc.state,
+    session_id,
+    time: event.time + deltaT,
+    user_id: event.user_id,
+    user_properties
+  };
+}
+
+async function sendBatch(events, timeout = 1000) {
+  if (!config.amplitude_id) {
+    return 200;
+  }
+  try {
+    const result = await fetch('https://api.amplitude.com/batch', {
+      method: 'POST',
+      headers: { 'Content-Type': 'application/json' },
+      body: JSON.stringify({
+        api_key: config.amplitude_id,
+        events
+      }),
+      timeout
+    });
+    return result.status;
+  } catch (e) {
+    return 500;
+  }
+}
+
+module.exports = {
+  statUploadEvent,
+  statDownloadEvent,
+  statDeleteEvent,
+  clientEvent,
+  sendBatch
+};
diff --git a/server/config.js b/server/config.js
index 5a037544..e0f0bbca 100644
--- a/server/config.js
+++ b/server/config.js
@@ -80,6 +80,11 @@ const conf = convict({
     arg: 'port',
     env: 'PORT'
   },
+  amplitude_id: {
+    format: String,
+    default: '',
+    env: 'AMPLITUDE_ID'
+  },
   analytics_id: {
     format: String,
     default: '',
diff --git a/server/initScript.js b/server/initScript.js
index 0bd35902..73072def 100644
--- a/server/initScript.js
+++ b/server/initScript.js
@@ -24,11 +24,6 @@ var SENTRY_ID = '${config.sentry_id}';
 `;
 }
 
-let ga = '';
-if (config.analytics_id) {
-  ga = `var GOOGLE_ANALYTICS_ID = '${config.analytics_id}';`;
-}
-
 module.exports = function(state) {
   const authConfig = state.authConfig
     ? `var AUTH_CONFIG = ${JSON.stringify(state.authConfig)};`
@@ -71,7 +66,6 @@ module.exports = function(state) {
     state.downloadMetadata ? raw(JSON.stringify(state.downloadMetadata)) : '{}'
   };
   ${authConfig};
-  ${ga}
   ${sentry}
   `;
   return state.cspNonce
diff --git a/server/routes/delete.js b/server/routes/delete.js
index 71ada5f9..757b015b 100644
--- a/server/routes/delete.js
+++ b/server/routes/delete.js
@@ -1,9 +1,20 @@
 const storage = require('../storage');
+const { statDeleteEvent } = require('../amplitude');
 
 module.exports = async function(req, res) {
   try {
-    await storage.del(req.params.id);
+    const id = req.params.id;
+    const meta = req.meta;
+    const ttl = await storage.ttl(id);
+    await storage.del(id);
     res.sendStatus(200);
+    statDeleteEvent({
+      id,
+      ip: req.ip,
+      owner: meta.owner,
+      download_count: meta.dl,
+      ttl
+    });
   } catch (e) {
     res.sendStatus(404);
   }
diff --git a/server/routes/download.js b/server/routes/download.js
index 2f37de22..7828c880 100644
--- a/server/routes/download.js
+++ b/server/routes/download.js
@@ -1,6 +1,7 @@
 const storage = require('../storage');
 const mozlog = require('../log');
 const log = mozlog('send.download');
+const { statDownloadEvent } = require('../amplitude');
 
 module.exports = async function(req, res) {
   const id = req.params.id;
@@ -21,6 +22,14 @@ module.exports = async function(req, res) {
 
       const dl = meta.dl + 1;
       const dlimit = meta.dlimit;
+      const ttl = await storage.ttl(id);
+      statDownloadEvent({
+        id,
+        ip: req.ip,
+        owner: meta.owner,
+        download_count: dl,
+        ttl
+      });
       try {
         if (dl >= dlimit) {
           await storage.del(id);
diff --git a/server/routes/index.js b/server/routes/index.js
index 5bc43d8c..3bc99b87 100644
--- a/server/routes/index.js
+++ b/server/routes/index.js
@@ -1,6 +1,7 @@
 const crypto = require('crypto');
 const express = require('express');
 const helmet = require('helmet');
+const uaparser = require('ua-parser-js');
 const storage = require('../storage');
 const config = require('../config');
 const auth = require('../middleware/auth');
@@ -12,6 +13,7 @@ const IS_DEV = config.env === 'development';
 const ID_REGEX = '([0-9a-fA-F]{10})';
 
 module.exports = function(app) {
+  app.set('trust proxy', true);
   app.use(helmet());
   app.use(
     helmet.hsts({
@@ -19,6 +21,10 @@ module.exports = function(app) {
       force: !IS_DEV
     })
   );
+  app.use(function(req, res, next) {
+    req.ua = uaparser(req.header('user-agent'));
+    next();
+  });
   app.use(function(req, res, next) {
     req.cspNonce = crypto.randomBytes(16).toString('hex');
     next();
@@ -35,12 +41,10 @@ module.exports = function(app) {
             'wss://send.firefox.com',
             'https://*.dev.lcip.org',
             'https://*.accounts.firefox.com',
-            'https://sentry.prod.mozaws.net',
-            'https://www.google-analytics.com'
+            'https://sentry.prod.mozaws.net'
           ],
           imgSrc: [
             "'self'",
-            'https://www.google-analytics.com',
             'https://*.dev.lcip.org',
             'https://firefoxusercontent.com'
           ],
@@ -92,7 +96,7 @@ module.exports = function(app) {
     require('./params')
   );
   app.post(`/api/info/:id${ID_REGEX}`, auth.owner, require('./info'));
-
+  app.post('/api/metrics', require('./metrics'));
   app.get('/__version__', function(req, res) {
     res.sendFile(require.resolve('../../dist/version.json'));
   });
diff --git a/server/routes/metrics.js b/server/routes/metrics.js
new file mode 100644
index 00000000..0d8015c1
--- /dev/null
+++ b/server/routes/metrics.js
@@ -0,0 +1,23 @@
+const { sendBatch, clientEvent } = require('../amplitude');
+
+module.exports = async function(req, res) {
+  try {
+    const data = req.body;
+    const deltaT = Date.now() - data.now;
+    const events = data.events.map(e =>
+      clientEvent(
+        e,
+        req.ua,
+        data.lang,
+        data.session_id + deltaT,
+        deltaT,
+        data.platform,
+        req.ip
+      )
+    );
+    const status = await sendBatch(events);
+    res.sendStatus(status);
+  } catch (e) {
+    res.sendStatus(500);
+  }
+};
diff --git a/server/routes/ws.js b/server/routes/ws.js
index e70c4cf1..49089d47 100644
--- a/server/routes/ws.js
+++ b/server/routes/ws.js
@@ -5,6 +5,7 @@ const mozlog = require('../log');
 const Limiter = require('../limiter');
 const wsStream = require('websocket-stream/stream');
 const fxa = require('../fxa');
+const { statUploadEvent } = require('../amplitude');
 
 const { Duplex } = require('stream');
 
@@ -105,6 +106,15 @@ module.exports = function(ws, req) {
         // in order to avoid having to check socket state and clean
         // up storage, possibly with an exception that we can catch.
         ws.send(JSON.stringify({ ok: true }));
+        statUploadEvent({
+          id: newId,
+          ip: req.ip,
+          owner,
+          dlimit,
+          timeLimit,
+          anonymous: !user,
+          size: limiter.length
+        });
       }
     } catch (e) {
       log.error('upload', e);
diff --git a/test/backend/delete-tests.js b/test/backend/delete-tests.js
index 1de32349..2984b34b 100644
--- a/test/backend/delete-tests.js
+++ b/test/backend/delete-tests.js
@@ -2,7 +2,8 @@ const sinon = require('sinon');
 const proxyquire = require('proxyquire').noCallThru();
 
 const storage = {
-  del: sinon.stub()
+  del: sinon.stub(),
+  ttl: sinon.stub()
 };
 
 function request(id) {
diff --git a/webpack.config.js b/webpack.config.js
index e7943cdd..b33f4c86 100644
--- a/webpack.config.js
+++ b/webpack.config.js
@@ -101,7 +101,6 @@ const web = {
               path.resolve(__dirname, 'common'),
               // some dependencies need to get re-babeled because we
               // have different targets than their default configs
-              path.resolve(__dirname, 'node_modules/testpilot-ga/src'),
               path.resolve(__dirname, 'node_modules/fluent'),
               path.resolve(__dirname, 'node_modules/fluent-intl-polyfill'),
               path.resolve(__dirname, 'node_modules/intl-pluralrules')