diff --git a/common/script/index.coffee b/common/script/index.coffee
index 0a6425c837..6c32f2777b 100644
--- a/common/script/index.coffee
+++ b/common/script/index.coffee
@@ -455,7 +455,7 @@ api.wrap = (user, main=true) ->
         user.preferences.sleep = !user.preferences.sleep
         cb? null, {}
 
-      revive: (req, cb) ->
+      revive: (req, cb, analytics) ->
         return cb?({code:400, message: "Cannot revive if not dead"}) unless user.stats.hp <= 0
 
         # Reset stats after death
@@ -484,7 +484,15 @@ api.wrap = (user, main=true) ->
           user.items.gear.equipped[item.type] = "#{item.type}_base_0" if user.items.gear.equipped[item.type] is lostItem
           user.items.gear.costume[item.type] = "#{item.type}_base_0" if user.items.gear.costume[item.type] is lostItem
         user.markModified? 'items.gear'
-        mixpanel?.track('Death',{'lostItem':lostItem})
+
+        analyticsData = {
+          uuid: user._id,
+          lostItem: lostItem,
+          gaLabel: lostItem,
+          category: 'behavior'
+        }
+        analytics?.track('Death', analyticsData)
+
         cb? (if item then {code:200,message: i18n.t('messageLostItem', {itemText: item.text(req.language)}, req.language)} else null), user
 
       reset: (req, cb) ->
@@ -510,7 +518,7 @@ api.wrap = (user, main=true) ->
         user.preferences.costume = false
         cb? null, user
 
-      reroll: (req, cb, ga) ->
+      reroll: (req, cb, analytics) ->
         if user.balance < 1
           return cb? {code:401,message: i18n.t('notEnoughGems', req.language)}
         user.balance--
@@ -518,19 +526,37 @@ api.wrap = (user, main=true) ->
           unless task.type is 'reward'
             task.value = 0
         user.stats.hp = 50
-        cb? null, user
-        mixpanel?.track("Acquire Item",{'itemName':'Fortify','acquireMethod':'Gems','gemCost':4})
-        ga?.event('behavior', 'gems', 'reroll').send()
 
-      rebirth: (req, cb, ga) ->
+        analyticsData = {
+          uuid: user._id,
+          acquireMethod: 'Gems',
+          gemCost: 4,
+          category: 'behavior'
+        }
+        analytics?.track('Fortify Potion', analyticsData)
+
+        cb? null, user
+
+      rebirth: (req, cb, analytics) ->
         # Cost is 8 Gems ($2)
         if (user.balance < 2 && user.stats.lvl < api.maxLevel)
           return cb? {code:401,message: i18n.t('notEnoughGems', req.language)}
+
+        analyticsData = {
+          uuid: user._id,
+          category: 'behavior'
+        }
         # only charge people if they are under the max level - ryan
         if user.stats.lvl < api.maxLevel
           user.balance -= 2
-          mixpanel?.track("Acquire Item",{'itemName':'Rebirth','acquireMethod':'Gems','gemCost':8})
-          ga?.event('behavior', 'gems', 'rebirth').send()
+          analyticsData.acquireMethod = 'Gems'
+          analyticsData.gemCost = 8
+        else
+          analyticsData.gemCost = 0
+          analyticsData.acquireMethod = '> 100'
+
+        analytics?.track('Rebirth', analyticsData)
+
         # Save off user's level, for calculating achievement eligibility later
         lvl = api.capByLevel(user.stats.lvl)
         # Turn tasks yellow, zero out streaks
@@ -779,7 +805,7 @@ api.wrap = (user, main=true) ->
         cb? {code:200,message}, _.pick(user,$w 'items stats')
 
       # buy is for using Gold, purchase is for Gems (I know, I know...)
-      purchase: (req, cb, ga) ->
+      purchase: (req, cb, analytics) ->
         {type,key}  = req.params
 
         if type is 'gems' and key is 'gem'
@@ -791,7 +817,16 @@ api.wrap = (user, main=true) ->
           user.balance += .25
           user.purchased.plan.gemsBought++
           user.stats.gp -= convRate
-          mixpanel?.track("Acquire Item",{'itemName':key,'acquireMethod':'Gold','goldCost':convRate})
+
+          analyticsData = {
+            uuid: user._id,
+            itemName: key,
+            acquireMethod: 'Gold',
+            goldCost: convRate,
+            category: 'behavior'
+          }
+          analytics?.track('purchase gems', analyticsData)
+
           return cb? {code:200,message:"+1 Gem"}, _.pick(user,$w 'stats balance')
 
         return cb?({code:404,message:":type must be in [eggs,hatchingPotions,food,quests,gear]"},req) unless type in ['eggs','hatchingPotions','food','quests','gear']
@@ -809,11 +844,19 @@ api.wrap = (user, main=true) ->
         else
           user.items[type][key] = 0  unless user.items[type][key] > 0
           user.items[type][key]++
-        mixpanel?.track("Acquire Item",{'itemName':key,'acquireMethod':'Gems','gemCost':item.value})
-        cb? null, _.pick(user,$w 'items balance')
-        ga?.event('behavior', 'gems', key).send()
 
-      releasePets: (req, cb) ->
+        analyticsData = {
+          uuid: user._id,
+          itemName: key,
+          acquireMethod: 'Gems',
+          gemCost: item.value,
+          category: 'behavior'
+        }
+        analytics?.track('acquire item', analyticsData)
+
+        cb? null, _.pick(user,$w 'items balance')
+
+      releasePets: (req, cb, analytics) ->
         if user.balance < 1
           return cb? {code:401,message: i18n.t('notEnoughGems', req.language)}
         else
@@ -824,10 +867,17 @@ api.wrap = (user, main=true) ->
             user.achievements.beastMasterCount = 0
           user.achievements.beastMasterCount++
           user.items.currentPet = ""
-        cb? null, user
-        mixpanel?.track("Acquire Item",{'itemName':'Kennel Key','acquireMethod':'Gems','gemCost':4})
 
-      releaseMounts: (req, cb) ->
+        analyticsData = {
+          uuid: user._id,
+          acquireMethod: 'Gems',
+          gemCost: 4,
+          category: 'behavior'
+        }
+        analytics?.track('release pets', analyticsData)
+        cb? null, user
+
+      releaseMounts: (req, cb, analytics) ->
         if user.balance < 1
           return cb? {code:401,message: i18n.t('notEnoughGems', req.language)}
         else
@@ -838,8 +888,16 @@ api.wrap = (user, main=true) ->
           if not user.achievements.mountMasterCount
             user.achievements.mountMasterCount = 0
           user.achievements.mountMasterCount++
+
+        analyticsData = {
+          uuid: user._id,
+          acquireMethod: 'Gems',
+          gemCost: 4,
+          category: 'behavior'
+        }
+        analytics?.track('release mounts', analyticsData)
+
         cb? null, user
-        mixpanel?.track("Acquire Item",{'itemName':'Kennel Key','acquireMethod':'Gems','gemCost':4})
 
       releaseBoth: (req, cb) ->
         if user.balance < 1.5 and not user.achievements.triadBingo
@@ -847,7 +905,13 @@ api.wrap = (user, main=true) ->
         else
           giveTriadBingo = true
           if not user.achievements.triadBingo
-            mixpanel?.track("Acquire Item",{'itemName':'Kennel Key','acquireMethod':'Gems','gemCost':6})
+            analyticsData = {
+              uuid: user._id,
+              acquireMethod: 'Gems',
+              gemCost: 6,
+              category: 'behavior'
+            }
+            analytics?.track('release pets & mounts', analyticsData)
             user.balance -= 1.5
           user.items.currentMount = ""
           user.items.currentPet = ""
@@ -868,7 +932,7 @@ api.wrap = (user, main=true) ->
         cb? null, user
 
       # buy is for gear, purchase is for gem-purchaseables (i know, I know...)
-      buy: (req, cb) ->
+      buy: (req, cb, analytics) ->
         {key} = req.params
 
         item = if key is 'potion' then content.potion
@@ -909,10 +973,19 @@ api.wrap = (user, main=true) ->
           message ?= i18n.t('messageBought', {itemText: item.text(req.language)}, req.language)
           if item.last then user.fns.ultimateGear()
         user.stats.gp -= item.value
-        mixpanel?.track("Acquire Item",{'itemName':key,'acquireMethod':'Gold','goldCost':item.value})
+
+        analyticsData = {
+          uuid: user._id,
+          itemName: key,
+          acquireMethod: 'Gold',
+          goldCost: item.value,
+          category: 'behavior'
+        }
+        analytics?.track('acquire item', analyticsData)
+
         cb? {code:200, message}, _.pick(user,$w 'items achievements stats flags')
 
-      buyMysterySet: (req, cb)->
+      buyMysterySet: (req, cb, analytics)->
         return cb?({code:401, message:"You don't have enough Mystic Hourglasses"}) unless user.purchased.plan.consecutive.trinkets>0
         mysterySet = content.timeTravelerStore(user.items.gear.owned)?[req.params.key]
         if window?.confirm?
@@ -920,7 +993,14 @@ api.wrap = (user, main=true) ->
         return cb?({code:404, message:"Mystery set not found, or set already owned"}) unless mysterySet
         _.each mysterySet.items, (i)->
           user.items.gear.owned[i.key]=true
-          mixpanel?.track("Acquire Item",{'itemName':i.key,'acquireMethod':'Hourglass'})
+          analyticsData = {
+            uuid: user._id,
+            itemName: i.key,
+            acquireMethod: 'Hourglass',
+            category: 'behavior'
+          }
+          analytics?.track('acquire item', analyticsData)
+
         user.purchased.plan.consecutive.trinkets--
         cb? null, _.pick(user,$w 'items purchased.plan.consecutive')
 
@@ -964,7 +1044,7 @@ api.wrap = (user, main=true) ->
         user.items.hatchingPotions[hatchingPotion]--
         cb? {code:200, message:i18n.t('messageHatched', req.language)}, user.items
 
-      unlock: (req, cb, ga) ->
+      unlock: (req, cb, analytics) ->
         {path} = req.query
         fullSet = ~path.indexOf(",")
         cost =
@@ -991,17 +1071,36 @@ api.wrap = (user, main=true) ->
           user.fns.dotSet "purchased." + path, true
         user.balance -= cost
         if ~path.indexOf('gear.') then user.markModified? 'gear.owned' else user.markModified? 'purchased'
+        
+        analyticsData = {
+          uuid: user._id,
+          itemName: path,
+          itemType: 'customization',
+          acquireMethod: 'Gems',
+          gemCost: (cost/.25),
+          category: 'behavior'
+        }
+        analytics?.track('acquire item', analyticsData)
+
         cb? null, _.pick(user,$w 'purchased preferences items')
-        mixpanel?.track("Acquire Item",{'itemName':'Customizations','acquireMethod':'Gems','gemCost':(cost / .25)})
-        ga?.event('behavior', 'gems', path).send()
 
       # ------
       # Classes
       # ------
 
-      changeClass: (req, cb, ga) ->
+      changeClass: (req, cb, analytics) ->
         klass = req.query?.class
         if klass in ['warrior','rogue','wizard','healer']
+
+          analyticsData = {
+            uuid: user._id,
+            class: klass,
+            acquireMethod: 'Gems',
+            gemCost: 3,
+            category: 'behavior'
+          }
+          analytics?.track('change class', analyticsData)
+
           user.stats.class = klass
           user.flags.classSelected = true
           # Clear their gear and equip their new class's gear (can still equip old gear from inventory)
@@ -1032,8 +1131,6 @@ api.wrap = (user, main=true) ->
             user.balance -= .75
           _.merge user.stats, {str: 0, con: 0, per: 0, int: 0, points: api.capByLevel(user.stats.lvl)}
           user.flags.classSelected = false
-          mixpanel?.track("Acquire Item",{'itemName':klass,'acquireMethod':'Gems','gemCost':3})
-          ga?.event('behavior', 'gems', 'changeClass').send()
           #'stats.points': this is handled on the server
         cb? null, _.pick(user,$w 'stats flags items preferences')
 
@@ -1059,7 +1156,7 @@ api.wrap = (user, main=true) ->
         user.markModified? 'items.special.valentineReceived'
         cb? null, 'items.special'
 
-      openMysteryItem: (req,cb,ga) ->
+      openMysteryItem: (req,cb,analytics) ->
         item = user.purchased.plan?.mysteryItems?.shift()
         return cb?(code:400,message:"Empty") unless item
         item = content.gear.flat[item]
@@ -1068,6 +1165,15 @@ api.wrap = (user, main=true) ->
         # Could show {code:200} message, but it's yellow with no icon. This is round-about, but prettier. FIXME
         (user._tmp?={}).drop = {type: 'gear', dialog: "#{item.text(req.language)} inside!"} if typeof window != 'undefined'
         #cb? {code:200, message:"#{item.text} inside!"}, user.items.gear.owned
+
+        analyticsData = {
+          uuid: user._id,
+          itemName: item,
+          acquireMethod: 'Subscriber',
+          category: 'behavior'
+        }
+        analytics?.track('open mystery item', analyticsData)
+
         cb? null, user.items.gear.owned
 
       readNYE: (req,cb) ->
@@ -1462,7 +1568,7 @@ api.wrap = (user, main=true) ->
           else "str" # if all else fails, dump into STR
       )()]++
 
-    updateStats: (stats, req) ->
+    updateStats: (stats, req, analytics) ->
       # Game Over (death)
       return user.stats.hp=0 if stats.hp <= 0
 
@@ -1516,7 +1622,15 @@ api.wrap = (user, main=true) ->
           user.items.quests[k]++
           (user.flags.levelDrops ?= {})[k] = true
           user.markModified? 'flags.levelDrops'
-          mixpanel?.track("Acquire Item",{'itemName':k,'acquireMethod':'Drop'})
+
+          analyticsData = {
+            uuid: user._id,
+            itemName: 'quest drop: ' + k,
+            acquireMethod: 'Drop',
+            category: 'behavior'
+          }
+          analytics?.track('acquire item', analyticsData)
+
           user._tmp.drop = _.defaults content.quests[k],
             type: 'Quest'
             dialog: i18n.t('messageFoundQuest', {questText: content.quests[k].text(req.language)}, req.language)
@@ -1694,7 +1808,7 @@ api.wrap = (user, main=true) ->
       user.flags.cronCount++
 
       analyticsData = {
-        gaCategory: 'behavior',
+        category: 'behavior',
         gaLabel: user.flags.cronCount,
         uuid: user._id,
         user: user,
diff --git a/package.json b/package.json
index 19022c9826..1e29c6c579 100644
--- a/package.json
+++ b/package.json
@@ -42,7 +42,6 @@
     "lodash": "~2.4.1",
     "loggly": "~1.0.8",
     "method-override": "~2.2.0",
-    "mixpanel": "^0.2.1",
     "moment": "~2.8.3",
     "mongoose": "~3.8.23",
     "mongoose-id-autoinc": "~2013.7.14-4",
diff --git a/website/src/controllers/user.js b/website/src/controllers/user.js
index adb35d9328..7f39d2af79 100644
--- a/website/src/controllers/user.js
+++ b/website/src/controllers/user.js
@@ -8,7 +8,7 @@ var async = require('async');
 var shared = require('../../../common');
 var User = require('./../models/user').model;
 var utils = require('./../utils');
-var ga = utils.ga;
+var analytics = utils.analytics;
 var Group = require('./../models/group').model;
 var Challenge = require('./../models/challenge').model;
 var moment = require('moment');
@@ -535,7 +535,7 @@ _.each(shared.wrap({}).ops, function(op,k){
           if (err) return next(err);
           res.json(200,response);
         })
-      }, ga);
+      }, analytics);
     }
   }
 })