diff --git a/common/script/index.coffee b/common/script/index.coffee
index b16bfe44db..a787f43286 100644
--- a/common/script/index.coffee
+++ b/common/script/index.coffee
@@ -472,7 +472,7 @@ api.wrap = (user, main=true) ->
             task.value = 0
         user.stats.hp = 50
         cb? null, user
-        ga?.event('purchase', 'reroll').send()
+        ga?.event('behavior', 'gems', 'reroll').send()
 
       rebirth: (req, cb, ga) ->
         # Cost is 8 Gems ($2)
@@ -533,7 +533,7 @@ api.wrap = (user, main=true) ->
         user.stats.buffs = {}
         # user.markModified? 'stats'
         cb? null, user
-        ga?.event('purchase', 'Rebirth').send()
+        ga?.event('behavior', 'gems', 'rebirth').send()
 
       allocateNow: (req, cb) ->
         _.times user.stats.points, user.fns.autoAllocate
@@ -749,7 +749,7 @@ api.wrap = (user, main=true) ->
           user.items[type][key] = 0  unless user.items[type][key] > 0
           user.items[type][key]++
         cb? null, _.pick(user,$w 'items balance')
-        ga?.event('purchase', key).send()
+        ga?.event('behavior', 'gems', key).send()
 
       releasePets: (req, cb) ->
         if user.balance < 1
@@ -898,7 +898,7 @@ api.wrap = (user, main=true) ->
         user.balance -= cost
         user.markModified? 'purchased'
         cb? null, _.pick(user,$w 'purchased preferences')
-        ga?.event('purchase', path).send()
+        ga?.event('behavior', 'gems', path).send()
 
       # ------
       # Classes
@@ -937,7 +937,7 @@ api.wrap = (user, main=true) ->
             user.balance -= .75
           _.merge user.stats, {str: 0, con: 0, per: 0, int: 0, points: user.stats.lvl}
           user.flags.classSelected = false
-          ga?.event('purchase', 'changeClass').send()
+          ga?.event('behavior', 'gems', 'changeClass').send()
           #'stats.points': this is handled on the server
         cb? null, _.pick(user,$w 'stats flags items preferences')
 
@@ -1567,7 +1567,7 @@ api.wrap = (user, main=true) ->
       # Analytics
       user.flags.cronCount?=0
       user.flags.cronCount++
-      options.ga?.event('cron', user.flags.cronCount).send(); #TODO userId for cohort
+      options.ga?.event('behavior', 'cron', 'cron', user.flags.cronCount).send(); #TODO userId for cohort
 
       # After all is said and done, progress up user's effect on quest, return those values & reset the user's
       progress = user.party.quest.progress; _progress = _.cloneDeep progress
diff --git a/website/public/js/services/guideServices.js b/website/public/js/services/guideServices.js
index d29ec01d2b..2deed9da4e 100644
--- a/website/public/js/services/guideServices.js
+++ b/website/public/js/services/guideServices.js
@@ -165,7 +165,7 @@ function($rootScope, User, $timeout, $state) {
           $state.go(step.state);
           return $timeout(function(){});
         }
-        window.ga && ga('send', 'event', 'tour', k, i+1);
+        window.ga && ga('send', 'event', 'behavior', 'tour', k, i+1);
       }
       step.onHide = function(){
         if (step.final) { // -2 indicates complete
diff --git a/website/src/controllers/auth.js b/website/src/controllers/auth.js
index a21d4ebc76..e468aa4975 100644
--- a/website/src/controllers/auth.js
+++ b/website/src/controllers/auth.js
@@ -110,7 +110,7 @@ api.registerUser = function(req, res, next) {
         newUser.preferences = newUser.preferences || {};
         newUser.preferences.language = req.language; // User language detected from browser, not saved
         var user = new User(newUser);
-        ga.event('register', 'Local').send();
+        ga.event('acquisition', 'register', 'local').send();
         user.save(function(err, savedUser){
           // Clean previous email preferences
           EmailUnsubscription.remove({email: savedUser.auth.local.email}, function(){
@@ -194,7 +194,7 @@ api.loginSocial = function(req, res, next) {
         cb.apply(cb, arguments);
       });
 
-      ga.event('register', network).send();
+      ga.event('acquisition', 'register', network).send();
     }]
   }, function(err, results){
     if (err) return res.json(401, {err: err.toString ? err.toString() : err});
diff --git a/website/src/controllers/payments/index.js b/website/src/controllers/payments/index.js
index 639fe18ebf..f117a48bc5 100644
--- a/website/src/controllers/payments/index.js
+++ b/website/src/controllers/payments/index.js
@@ -69,7 +69,7 @@ exports.createSubscription = function(data, cb) {
   revealMysteryItems(recipient);
   if(isProduction) {
     if (!data.gift) utils.txnEmail(data.user, 'subscription-begins');
-    utils.ga.event('subscribe', data.paymentMethod).send();
+    utils.ga.event('commerce', 'subscribe', data.paymentMethod, block.price).send();
     utils.ga.transaction(data.user._id, block.price).item(block.price, 1, data.paymentMethod.toLowerCase() + '-subscription', data.paymentMethod).send();
   }
   data.user.purchased.txnCount++;
@@ -105,7 +105,7 @@ exports.cancelSubscription = function(data, cb) {
 
   data.user.save(cb);
   utils.txnEmail(data.user, 'cancel-subscription');
-  utils.ga.event('unsubscribe', data.paymentMethod).send();
+  utils.ga.event('commerce', 'unsubscribe', data.paymentMethod).send();
 }
 
 exports.buyGems = function(data, cb) {
@@ -114,7 +114,7 @@ exports.buyGems = function(data, cb) {
   data.user.purchased.txnCount++;
   if(isProduction) {
     if (!data.gift) utils.txnEmail(data.user, 'donation');
-    utils.ga.event('checkout', data.paymentMethod).send();
+    utils.ga.event('commerce', 'checkout', data.paymentMethod, amt).send();
     //TODO ga.transaction to reflect whether this is gift or self-purchase
     utils.ga.transaction(data.user._id, amt).item(amt, 1, data.paymentMethod.toLowerCase() + "-checkout", "Gems > " + data.paymentMethod).send();
   }