diff --git a/frontend/src/App.tsx b/frontend/src/App.tsx
index 8e208e4..d22c801 100644
--- a/frontend/src/App.tsx
+++ b/frontend/src/App.tsx
@@ -12,6 +12,7 @@ import LicenseSuccessModal from './components/ui/LicenseSuccessModal';
 import VerificationBanner from './components/ui/VerificationBanner';
 import type { FeatureMeta, FeatureGroup, POICategoriesResponse, POICategoryGroup } from './types';
 import { fetchWithRetry, apiUrl } from './lib/api';
+import { trackEvent } from './lib/analytics';
 import { parseUrlState } from './lib/url-state';
 import { INITIAL_VIEW_STATE } from './lib/consts';
 import { useTheme } from './hooks/useTheme';
@@ -91,6 +92,10 @@ export default function App() {
     // Restore from history state (e.g. popstate)
     if (window.history.state?.page) return window.history.state.page;
 
+    // Unknown path — track as 404
+    if (window.location.pathname !== '/') {
+      trackEvent('404', { path: window.location.pathname });
+    }
     return 'home';
   });
 
@@ -122,6 +127,7 @@ export default function App() {
         ? `${window.location.pathname}?${params.toString()}`
         : window.location.pathname;
       window.history.replaceState({}, '', newUrl);
+      trackEvent('Purchase');
       setShowLicenseSuccess(true);
       refreshAuth();
     }
diff --git a/frontend/src/components/home/HomePage.tsx b/frontend/src/components/home/HomePage.tsx
index 171cd39..7c7f471 100644
--- a/frontend/src/components/home/HomePage.tsx
+++ b/frontend/src/components/home/HomePage.tsx
@@ -1,4 +1,4 @@
-import { useState, useEffect } from 'react';
+import { useState, useEffect, useRef } from 'react';
 import { useFadeInRef } from '../../hooks/useFadeIn';
 import HexCanvas from './HexCanvas';
 import ScrollStory from './ScrollStory';
@@ -6,6 +6,7 @@ import BottomIllustration from './BottomIllustration';
 import { TickerValue } from '../ui/TickerValue';
 import { ChevronIcon } from '../ui/icons/ChevronIcon';
 import { LogoIcon } from '../ui/icons/LogoIcon';
+import { trackEvent } from '../../lib/analytics';
 import type { FeatureMeta } from '../../types';
 
 export default function HomePage({
@@ -30,6 +31,35 @@ export default function HomePage({
   const whyRef = useFadeInRef();
   const ctaRef = useFadeInRef();
 
+  // Scroll depth tracking
+  const scrolledSections = useRef(new Set<string>());
+  useEffect(() => {
+    const ids = ['how-it-works', 'demo'];
+    const observers: IntersectionObserver[] = [];
+    ids.forEach((id) => {
+      const el = document.getElementById(id);
+      if (!el) return;
+      const observer = new IntersectionObserver(
+        ([entry]) => {
+          if (entry.isIntersecting && !scrolledSections.current.has(id)) {
+            scrolledSections.current.add(id);
+            trackEvent('Scroll Depth', { section: id });
+          }
+        },
+        { threshold: 0.1 }
+      );
+      observer.observe(el);
+      observers.push(observer);
+    });
+    return () => observers.forEach((o) => o.disconnect());
+  }, []);
+
+  // 30s time-on-page event
+  useEffect(() => {
+    const timer = setTimeout(() => trackEvent('Time on Page', { seconds: '30' }), 30000);
+    return () => clearTimeout(timer);
+  }, []);
+
   return (
     <div className="flex-1 overflow-y-auto bg-warm-50 dark:bg-navy-950 relative">
       <div className="relative" style={{ zIndex: 1 }}>
@@ -54,13 +84,17 @@ export default function HomePage({
               </p>
               <div className="flex items-center gap-4 mb-10">
                 <button
-                  onClick={onOpenDashboard}
+                  onClick={() => {
+                    trackEvent('CTA Click', { location: 'hero', label: 'explore_map' });
+                    onOpenDashboard();
+                  }}
                   className="px-7 py-3.5 bg-coral-500 text-white rounded-lg font-semibold hover:bg-coral-600 transition-colors text-base shadow-lg shadow-coral-500/25"
                 >
                   Explore the map
                 </button>
                 <button
                   onClick={() => {
+                    trackEvent('CTA Click', { location: 'hero', label: 'see_difference' });
                     const target = document.getElementById('comparison');
                     if (!target) return;
                     const scroller = target.closest('.overflow-y-auto') as HTMLElement | null;
@@ -106,6 +140,7 @@ export default function HomePage({
             <div className="flex-1" />
             <button
               onClick={() => {
+                trackEvent('CTA Click', { location: 'hero', label: 'see_it_in_action' });
                 const target = document.getElementById('demo');
                 if (!target) return;
                 const scroller = target.closest('.overflow-y-auto') as HTMLElement | null;
@@ -245,7 +280,10 @@ export default function HomePage({
               Don&apos;t leave it to chance.
             </p>
             <button
-              onClick={onOpenDashboard}
+              onClick={() => {
+                trackEvent('CTA Click', { location: 'bottom', label: 'explore_map' });
+                onOpenDashboard();
+              }}
               className="px-8 py-4 bg-coral-500 text-white rounded-lg font-semibold hover:bg-coral-600 transition-colors text-lg shadow-lg shadow-coral-500/25"
             >
               Explore the map
diff --git a/frontend/src/components/home/ScrollStory.tsx b/frontend/src/components/home/ScrollStory.tsx
index 51bdde5..a47e4f7 100644
--- a/frontend/src/components/home/ScrollStory.tsx
+++ b/frontend/src/components/home/ScrollStory.tsx
@@ -1,5 +1,6 @@
 import { useState, useEffect, useRef, useMemo, useDeferredValue } from 'react';
 import MapComponent from '../map/Map';
+import { trackEvent } from '../../lib/analytics';
 import { apiUrl, assertOk, authHeaders, logNonAbortError } from '../../lib/api';
 import { formatValue } from '../../lib/format';
 import { zoomToResolution } from '../../lib/map-utils';
@@ -147,6 +148,7 @@ export default function ScrollStory({ features, theme }: ScrollStoryProps) {
   const [hexData, setHexData] = useState<HexagonData[]>([]);
   const [loading, setLoading] = useState(true);
   const stepRefs = useRef<(HTMLDivElement | null)[]>([]);
+  const trackedSteps = useRef(new Set<number>());
   const abortRef = useRef<AbortController>();
   const fetchTimeoutRef = useRef<ReturnType<typeof setTimeout>>();
   const sectionRef = useRef<HTMLElement>(null);
@@ -182,7 +184,13 @@ export default function ScrollStory({ features, theme }: ScrollStoryProps) {
       if (!el) return;
       const observer = new IntersectionObserver(
         ([entry]) => {
-          if (entry.isIntersecting) setStage(i);
+          if (entry.isIntersecting) {
+            setStage(i);
+            if (!trackedSteps.current.has(i)) {
+              trackedSteps.current.add(i);
+              trackEvent('Scroll Story Step', { step: String(i) });
+            }
+          }
         },
         { rootMargin: '-35% 0px -35% 0px', threshold: 0 }
       );
diff --git a/frontend/src/components/map/MapPage.tsx b/frontend/src/components/map/MapPage.tsx
index 15bffa2..674afe0 100644
--- a/frontend/src/components/map/MapPage.tsx
+++ b/frontend/src/components/map/MapPage.tsx
@@ -27,6 +27,7 @@ import {
   type TravelTimeInitial,
 } from '../../hooks/useTravelTime';
 import { apiUrl, authHeaders, buildFilterString, logNonAbortError } from '../../lib/api';
+import { trackEvent } from '../../lib/analytics';
 import { INITIAL_VIEW_STATE } from '../../lib/consts';
 import { useLicense } from '../../hooks/useLicense';
 import UpgradeModal from '../ui/UpgradeModal';
@@ -261,6 +262,7 @@ export default function MapPage({
         link.download = 'perfect-postcode-export.xlsx';
         link.click();
         URL.revokeObjectURL(link.href);
+        trackEvent('Export');
       })
       .catch((err) => logNonAbortError('Export failed', err))
       .finally(() => setExporting(false));
@@ -270,6 +272,10 @@ export default function MapPage({
     onExportStateChange?.({ onExport: handleExport, exporting });
   }, [handleExport, exporting, onExportStateChange]);
 
+  useEffect(() => {
+    if (mapData.licenseRequired) trackEvent('Upgrade Modal Shown');
+  }, [mapData.licenseRequired]);
+
   const mobileLegendMeta = useMemo(
     () => (viewFeature ? features.find((f) => f.name === viewFeature) || null : null),
     [viewFeature, features]
diff --git a/frontend/src/components/map/POIPane.tsx b/frontend/src/components/map/POIPane.tsx
index 32a66fe..b4d6e00 100644
--- a/frontend/src/components/map/POIPane.tsx
+++ b/frontend/src/components/map/POIPane.tsx
@@ -1,5 +1,6 @@
 import { useState, useCallback } from 'react';
 import { useCollapsibleGroups } from '../../hooks/useCollapsibleGroups';
+import { trackEvent } from '../../lib/analytics';
 import type { POICategoryGroup } from '../../types';
 import InfoPopup from '../ui/InfoPopup';
 import { SearchInput } from '../ui/SearchInput';
@@ -31,19 +32,23 @@ export default function POIPane({
 
   const toggleCategory = (category: string) => {
     const newSet = new Set(selectedCategories);
-    if (newSet.has(category)) {
+    const wasSelected = newSet.has(category);
+    if (wasSelected) {
       newSet.delete(category);
     } else {
       newSet.add(category);
     }
+    trackEvent('POI Toggle', { category, selected: String(!wasSelected) });
     onCategoriesChange(newSet);
   };
 
   const selectAll = () => {
+    trackEvent('POI Select All');
     onCategoriesChange(new Set(allCategories));
   };
 
   const selectNone = () => {
+    trackEvent('POI Select None');
     onCategoriesChange(new Set());
   };
 
diff --git a/frontend/src/components/pricing/PricingPage.tsx b/frontend/src/components/pricing/PricingPage.tsx
index 7c7a8ce..9c5733b 100644
--- a/frontend/src/components/pricing/PricingPage.tsx
+++ b/frontend/src/components/pricing/PricingPage.tsx
@@ -3,6 +3,7 @@ import { CheckIcon } from '../ui/icons/CheckIcon';
 import { SpinnerIcon } from '../ui/icons/SpinnerIcon';
 import type { AuthUser } from '../../hooks/useAuth';
 import { useLicense } from '../../hooks/useLicense';
+import { trackEvent } from '../../lib/analytics';
 import { apiUrl } from '../../lib/api';
 
 const FEATURES = [
@@ -58,6 +59,10 @@ export default function PricingPage({
     if (scrollRef.current) setScrolledLeft(scrollRef.current.scrollLeft > 0);
   }, []);
 
+  useEffect(() => {
+    trackEvent('Pricing View');
+  }, []);
+
   useEffect(() => {
     fetch(apiUrl('pricing'))
       .then((res) => {
diff --git a/frontend/src/components/ui/AuthModal.tsx b/frontend/src/components/ui/AuthModal.tsx
index 271bda2..7d98fe0 100644
--- a/frontend/src/components/ui/AuthModal.tsx
+++ b/frontend/src/components/ui/AuthModal.tsx
@@ -1,6 +1,7 @@
-import { useState, useCallback } from 'react';
+import { useState, useCallback, useEffect } from 'react';
 import { CloseIcon } from './icons/CloseIcon';
 import { GoogleIcon } from './icons/GoogleIcon';
+import { trackEvent } from '../../lib/analytics';
 
 type View = 'login' | 'register' | 'forgot';
 
@@ -30,6 +31,10 @@ export default function AuthModal({
   const [password, setPassword] = useState('');
   const [resetSent, setResetSent] = useState(false);
 
+  useEffect(() => {
+    trackEvent('Auth Modal Open', { tab: initialTab });
+  }, []); // eslint-disable-line react-hooks/exhaustive-deps
+
   const switchView = useCallback(
     (newView: View) => {
       setView(newView);
diff --git a/frontend/src/hooks/useAuth.ts b/frontend/src/hooks/useAuth.ts
index 5fc89e9..b488cdc 100644
--- a/frontend/src/hooks/useAuth.ts
+++ b/frontend/src/hooks/useAuth.ts
@@ -1,5 +1,6 @@
 import { useState, useEffect, useCallback } from 'react';
 import pb from '../lib/pocketbase';
+import { trackEvent } from '../lib/analytics';
 
 export interface AuthUser {
   id: string;
@@ -52,6 +53,7 @@ export function useAuth() {
     try {
       const result = await pb.collection('users').authWithPassword(email, password);
       setUser(recordToUser(result.record));
+      trackEvent('Login', { method: 'email' });
     } catch (err) {
       const msg = err instanceof Error ? err.message : 'Login failed';
       setError(msg);
@@ -73,6 +75,7 @@ export function useAuth() {
       // Auto-login after registration
       const result = await pb.collection('users').authWithPassword(email, password);
       setUser(recordToUser(result.record));
+      trackEvent('Register');
     } catch (err) {
       const msg = err instanceof Error ? err.message : 'Registration failed';
       setError(msg);
@@ -88,6 +91,7 @@ export function useAuth() {
     try {
       const result = await pb.collection('users').authWithOAuth2({ provider });
       setUser(recordToUser(result.record));
+      trackEvent('Login', { method: provider });
     } catch (err) {
       const msg = err instanceof Error ? err.message : 'OAuth login failed';
       setError(msg);
@@ -98,6 +102,7 @@ export function useAuth() {
   }, []);
 
   const logout = useCallback(() => {
+    trackEvent('Logout');
     pb.authStore.clear();
     setUser(null);
   }, []);
diff --git a/frontend/src/hooks/useFilters.ts b/frontend/src/hooks/useFilters.ts
index f12d975..7ebcd24 100644
--- a/frontend/src/hooks/useFilters.ts
+++ b/frontend/src/hooks/useFilters.ts
@@ -1,5 +1,6 @@
 import { useState, useCallback, useMemo } from 'react';
 import type { FeatureMeta, FeatureFilters } from '../types';
+import { trackEvent } from '../lib/analytics';
 
 interface UseFiltersOptions {
   initialFilters: FeatureFilters;
@@ -29,6 +30,7 @@ export function useFilters({ initialFilters, features }: UseFiltersOptions) {
     (name: string) => {
       const meta = features.find((f) => f.name === name);
       if (!meta) return;
+      trackEvent('Filter Add', { feature: name });
       if (meta.type === 'enum' && meta.values) {
         setFilters((prev) => ({ ...prev, [name]: [...meta.values!] }));
       } else if (meta.type === 'numeric' && meta.histogram) {
@@ -45,6 +47,7 @@ export function useFilters({ initialFilters, features }: UseFiltersOptions) {
   }, []);
 
   const handleRemoveFilter = useCallback((name: string) => {
+    trackEvent('Filter Remove', { feature: name });
     setFilters((prev) => {
       const next = { ...prev };
       delete next[name];
@@ -84,6 +87,7 @@ export function useFilters({ initialFilters, features }: UseFiltersOptions) {
   }, []);
 
   const handleTogglePin = useCallback((name: string) => {
+    trackEvent('Filter Pin', { feature: name });
     setPinnedFeature((prev) => (prev === name ? null : name));
   }, []);
 
diff --git a/frontend/src/hooks/useHexagonSelection.ts b/frontend/src/hooks/useHexagonSelection.ts
index bb87b93..96f727d 100644
--- a/frontend/src/hooks/useHexagonSelection.ts
+++ b/frontend/src/hooks/useHexagonSelection.ts
@@ -1,4 +1,5 @@
 import { useState, useCallback } from 'react';
+import { trackEvent } from '../lib/analytics';
 import type {
   FeatureMeta,
   FeatureFilters,
@@ -107,6 +108,7 @@ export function useHexagonSelection({ filters, features, resolution }: UseHexago
         setSelectedPostcodeGeometry(null);
       } else {
         const type = isPostcode ? 'postcode' : 'hexagon';
+        trackEvent('Hexagon Click', { type });
         setSelectedHexagon({ id, type, resolution });
         setSelectedPostcodeGeometry(isPostcode && geometry ? geometry : null);
         setProperties([]);
@@ -138,6 +140,7 @@ export function useHexagonSelection({ filters, features, resolution }: UseHexago
 
   const handleViewPropertiesFromArea = useCallback(() => {
     if (selectedHexagon && selectedHexagon.type === 'hexagon') {
+      trackEvent('View Properties');
       setRightPaneTab('properties');
       setPropertiesOffset(0);
       fetchHexagonProperties(selectedHexagon.id, selectedHexagon.resolution, 0);
@@ -167,6 +170,7 @@ export function useHexagonSelection({ filters, features, resolution }: UseHexago
 
   const handleLocationSearch = useCallback(
     (postcode: string, geometry: PostcodeGeometry) => {
+      trackEvent('Postcode Search');
       setSelectedHexagon({ id: postcode, type: 'postcode', resolution });
       setSelectedPostcodeGeometry(geometry);
       setProperties([]);
diff --git a/frontend/src/hooks/useLicense.ts b/frontend/src/hooks/useLicense.ts
index ecd3543..b911ebf 100644
--- a/frontend/src/hooks/useLicense.ts
+++ b/frontend/src/hooks/useLicense.ts
@@ -1,11 +1,13 @@
 import { useState, useCallback } from 'react';
 import { apiUrl, authHeaders, assertOk } from '../lib/api';
+import { trackEvent } from '../lib/analytics';
 
 export function useLicense() {
   const [checkingOut, setCheckingOut] = useState(false);
   const [error, setError] = useState<string | null>(null);
 
   const startCheckout = useCallback(async (referralCode?: string) => {
+    trackEvent('Checkout Start', { has_referral: String(!!referralCode) });
     setCheckingOut(true);
     setError(null);
     try {
@@ -22,6 +24,7 @@ export function useLicense() {
       assertOk(res, 'Checkout');
       const data = await res.json();
       if (data.url) {
+        trackEvent('Checkout Redirect');
         window.location.href = data.url;
       }
     } catch (err) {
diff --git a/frontend/src/hooks/usePlausible.ts b/frontend/src/hooks/usePlausible.ts
index 1a08391..3deba87 100644
--- a/frontend/src/hooks/usePlausible.ts
+++ b/frontend/src/hooks/usePlausible.ts
@@ -7,5 +7,6 @@ plausibleInit({
   captureOnLocalhost: true,
   logging: true,
   fileDownloads: true,
+  outboundLinks: true,
   hashBasedRouting: true,
 });
diff --git a/frontend/src/hooks/useSavedSearches.ts b/frontend/src/hooks/useSavedSearches.ts
index c987f96..5c05361 100644
--- a/frontend/src/hooks/useSavedSearches.ts
+++ b/frontend/src/hooks/useSavedSearches.ts
@@ -1,6 +1,7 @@
 import { useState, useCallback } from 'react';
 import pb from '../lib/pocketbase';
 import { apiUrl, authHeaders } from '../lib/api';
+import { trackEvent } from '../lib/analytics';
 
 export interface SavedSearch {
   id: string;
@@ -66,6 +67,7 @@ export function useSavedSearches(userId: string | null) {
         formData.append('screenshot', screenshotBlob, 'screenshot.png');
 
         await pb.collection('saved_searches').create(formData);
+        trackEvent('Search Save');
         await fetchSearches();
       } catch (err) {
         const msg = err instanceof Error ? err.message : 'Failed to save search';
@@ -82,6 +84,7 @@ export function useSavedSearches(userId: string | null) {
     setError(null);
     try {
       await pb.collection('saved_searches').delete(id);
+      trackEvent('Search Delete');
       setSearches((prev) => prev.filter((s) => s.id !== id));
     } catch (err) {
       setError(err instanceof Error ? err.message : 'Failed to delete search');
diff --git a/frontend/src/lib/analytics.ts b/frontend/src/lib/analytics.ts
new file mode 100644
index 0000000..22f7e19
--- /dev/null
+++ b/frontend/src/lib/analytics.ts
@@ -0,0 +1,19 @@
+import { track } from '@plausible-analytics/tracker';
+
+export function trackEvent(name: string, props?: Record<string, string | number | boolean>) {
+  const stringProps: Record<string, string> | undefined = props
+    ? Object.fromEntries(Object.entries(props).map(([k, v]) => [k, String(v)]))
+    : undefined;
+  track(name, { props: stringProps });
+}
+
+export function trackRevenue(
+  name: string,
+  amountPence: number,
+  props?: Record<string, string | number | boolean>
+) {
+  const stringProps = props
+    ? Object.fromEntries(Object.entries(props).map(([k, v]) => [k, String(v)]))
+    : undefined;
+  track(name, { props: stringProps, revenue: { amount: amountPence / 100, currency: 'GBP' } });
+}