diff --git a/packages/website/package.json b/packages/website/package.json
index b5b4b6119b..3e48a3a269 100644
--- a/packages/website/package.json
+++ b/packages/website/package.json
@@ -11,12 +11,9 @@
         "clean": "shx rm -f public/bundle*",
         "lint": "tslint --project . 'ts/**/*.ts' 'ts/**/*.tsx'",
         "watch_without_deps": "webpack-dev-server --content-base public --https",
-        "deploy_dogfood":
-            "npm run build; aws s3 sync ./public/. s3://dogfood.0xproject.com --profile 0xproject --region us-east-1 --grants read=uri=http://acs.amazonaws.com/groups/global/AllUsers",
-        "deploy_staging":
-            "npm run build; aws s3 sync ./public/. s3://staging-0xproject --profile 0xproject --region us-east-1 --grants read=uri=http://acs.amazonaws.com/groups/global/AllUsers",
-        "deploy_live":
-            "npm run build; aws s3 sync ./public/. s3://0xproject.com --profile 0xproject --region us-east-1 --grants read=uri=http://acs.amazonaws.com/groups/global/AllUsers --exclude *.map.js"
+        "deploy_dogfood": "npm run build; aws s3 sync ./public/. s3://dogfood.0xproject.com --profile 0xproject --region us-east-1 --grants read=uri=http://acs.amazonaws.com/groups/global/AllUsers",
+        "deploy_staging": "npm run build; aws s3 sync ./public/. s3://staging-0xproject --profile 0xproject --region us-east-1 --grants read=uri=http://acs.amazonaws.com/groups/global/AllUsers",
+        "deploy_live": "npm run build; aws s3 sync ./public/. s3://0xproject.com --profile 0xproject --region us-east-1 --grants read=uri=http://acs.amazonaws.com/groups/global/AllUsers --exclude *.map.js"
     },
     "author": "Fabio Berger",
     "license": "Apache-2.0",
@@ -49,7 +46,6 @@
         "react-copy-to-clipboard": "^4.2.3",
         "react-document-title": "^2.0.3",
         "react-dom": "15.6.1",
-        "react-ga": "^2.4.1",
         "react-popper": "^1.0.0-beta.6",
         "react-redux": "^5.0.3",
         "react-router-dom": "^4.1.1",
diff --git a/packages/website/public/index.html b/packages/website/public/index.html
index 060f2c3c2d..a8a61f8adb 100644
--- a/packages/website/public/index.html
+++ b/packages/website/public/index.html
@@ -23,6 +23,12 @@
 </head>
 
 <body style="margin: 0px; min-width: 355px;">
+    <!-- Heap SDK -->
+    <script type="text/javascript">
+        window.heap = window.heap || [], heap.load = function (e, t) { window.heap.appid = e, window.heap.config = t = t || {}; var r = t.forceSSL || "https:" === document.location.protocol, a = document.createElement("script"); a.type = "text/javascript", a.async = !0, a.src = (r ? "https:" : "http:") + "//cdn.heapanalytics.com/js/heap-" + e + ".js"; var n = document.getElementsByTagName("script")[0]; n.parentNode.insertBefore(a, n); for (var o = function (e) { return function () { heap.push([e].concat(Array.prototype.slice.call(arguments, 0))) } }, p = ["addEventProperties", "addUserProperties", "clearEventProperties", "identify", "resetIdentity", "removeEventProperty", "setEventProperties", "track", "unsetEventProperty"], c = 0; c < p.length; c++)heap[p[c]] = o(p[c]) };
+        heap.load("410099666");
+    </script>
+    <!-- End Heap SDK -->
     <!-- Global site tag (gtag.js) - Google Analytics -->
     <script async src="https://www.googletagmanager.com/gtag/js?id=UA-98720122-1"></script>
     <script>
diff --git a/packages/website/ts/blockchain.ts b/packages/website/ts/blockchain.ts
index 0e66983188..954595cefa 100644
--- a/packages/website/ts/blockchain.ts
+++ b/packages/website/ts/blockchain.ts
@@ -795,7 +795,7 @@ export class Blockchain {
         return tokenByAddress;
     }
     private async _onPageLoadInitFireAndForgetAsync(): Promise<void> {
-        await utils.onPageLoadAsync(); // wait for page to load
+        await utils.onPageLoadPromise; // wait for page to load
         const networkIdIfExists = await Blockchain._getInjectedWeb3ProviderNetworkIdIfExistsAsync();
         this.networkId = !_.isUndefined(networkIdIfExists) ? networkIdIfExists : constants.NETWORK_ID_MAINNET;
         const injectedWeb3IfExists = Blockchain._getInjectedWeb3();
diff --git a/packages/website/ts/components/fill_order.tsx b/packages/website/ts/components/fill_order.tsx
index 03ba1183d9..ff63410c32 100644
--- a/packages/website/ts/components/fill_order.tsx
+++ b/packages/website/ts/components/fill_order.tsx
@@ -1,5 +1,5 @@
 import { getOrderHashHex, isValidSignature } from '@0xproject/order-utils';
-import { colors, constants as sharedConstants } from '@0xproject/react-shared';
+import { colors } from '@0xproject/react-shared';
 import { Order as ZeroExOrder } from '@0xproject/types';
 import { BigNumber, logUtils } from '@0xproject/utils';
 import { Web3Wrapper } from '@0xproject/web3-wrapper';
@@ -506,6 +506,10 @@ export class FillOrder extends React.Component<FillOrderProps, FillOrderState> {
 
         await this._checkForUntrackedTokensAndAskToAddAsync();
     }
+    private _trackOrderEvent(eventName: string): void {
+        const parsedOrder = this.state.parsedOrder;
+        analytics.trackOrderEvent(eventName, parsedOrder);
+    }
     private async _onFillOrderClickFireAndForgetAsync(): Promise<void> {
         if (this.props.blockchainErr !== BlockchainErrs.NoError || _.isEmpty(this.props.userAddress)) {
             this.props.dispatcher.updateShouldBlockchainErrDialogBeOpen(true);
@@ -552,14 +556,12 @@ export class FillOrder extends React.Component<FillOrderProps, FillOrderState> {
             });
             return;
         }
-        const networkName = sharedConstants.NETWORK_NAME_BY_ID[this.props.networkId];
-        const eventLabel = `${parsedOrder.metadata.takerToken.symbol}-${networkName}`;
         try {
             const orderFilledAmount: BigNumber = await this.props.blockchain.fillOrderAsync(
                 signedOrder,
                 this.props.orderFillAmount,
             );
-            analytics.logEvent('Portal', 'Fill Order Success', eventLabel, parsedOrder.signedOrder.takerTokenAmount);
+            this._trackOrderEvent('Fill Order Success');
             // After fill completes, let's force fetch the token balances
             this.props.dispatcher.forceTokenStateRefetch();
             this.setState({
@@ -573,7 +575,7 @@ export class FillOrder extends React.Component<FillOrderProps, FillOrderState> {
             this.setState({
                 isFilling: false,
             });
-            analytics.logEvent('Portal', 'Fill Order Failure', eventLabel, parsedOrder.signedOrder.takerTokenAmount);
+            this._trackOrderEvent('Fill Order Failure');
             const errMsg = `${err}`;
             if (utils.didUserDenyWeb3Request(errMsg)) {
                 return;
@@ -628,8 +630,6 @@ export class FillOrder extends React.Component<FillOrderProps, FillOrderState> {
             });
             return;
         }
-        const networkName = sharedConstants.NETWORK_NAME_BY_ID[this.props.networkId];
-        const eventLabel = `${parsedOrder.metadata.makerToken.symbol}-${networkName}`;
         try {
             await this.props.blockchain.cancelOrderAsync(signedOrder, availableTakerTokenAmount);
             this.setState({
@@ -638,7 +638,7 @@ export class FillOrder extends React.Component<FillOrderProps, FillOrderState> {
                 globalErrMsg: '',
                 unavailableTakerAmount: takerTokenAmount,
             });
-            analytics.logEvent('Portal', 'Cancel Order Success', eventLabel, parsedOrder.signedOrder.makerTokenAmount);
+            this._trackOrderEvent('Cancel Order Success');
             return;
         } catch (err) {
             this.setState({
@@ -648,7 +648,7 @@ export class FillOrder extends React.Component<FillOrderProps, FillOrderState> {
             if (utils.didUserDenyWeb3Request(errMsg)) {
                 return;
             }
-            analytics.logEvent('Portal', 'Cancel Order Failure', eventLabel, parsedOrder.signedOrder.makerTokenAmount);
+            this._trackOrderEvent('Cancel Order Failure');
             globalErrMsg = 'Failed to cancel order, please refresh and try again';
             logUtils.log(`${err}`);
             this.setState({
diff --git a/packages/website/ts/components/forms/subscribe_form.tsx b/packages/website/ts/components/forms/subscribe_form.tsx
index 8ef58328eb..761db7517b 100644
--- a/packages/website/ts/components/forms/subscribe_form.tsx
+++ b/packages/website/ts/components/forms/subscribe_form.tsx
@@ -6,6 +6,7 @@ import { Button } from 'ts/components/ui/button';
 import { Container } from 'ts/components/ui/container';
 import { Input } from 'ts/components/ui/input';
 import { Text } from 'ts/components/ui/text';
+import { analytics } from 'ts/utils/analytics';
 import { backendClient } from 'ts/utils/backend_client';
 
 export interface SubscribeFormProps {}
@@ -112,6 +113,9 @@ export class SubscribeForm extends React.Component<SubscribeFormProps, Subscribe
         try {
             const response = await backendClient.subscribeToNewsletterAsync(this.state.emailText);
             const status = response.status === 200 ? SubscribeFormStatus.Success : SubscribeFormStatus.Error;
+            if (status === SubscribeFormStatus.Success) {
+                analytics.identify(this.state.emailText, 'email');
+            }
             this.setState({ status, emailText: '' });
         } catch (error) {
             this._setStatus(SubscribeFormStatus.Error);
diff --git a/packages/website/ts/components/generate_order/generate_order_form.tsx b/packages/website/ts/components/generate_order/generate_order_form.tsx
index d26b5c3fa6..c14ee8659a 100644
--- a/packages/website/ts/components/generate_order/generate_order_form.tsx
+++ b/packages/website/ts/components/generate_order/generate_order_form.tsx
@@ -1,6 +1,6 @@
 import { generatePseudoRandomSalt, getOrderHashHex } from '@0xproject/order-utils';
-import { colors, constants as sharedConstants } from '@0xproject/react-shared';
-import { ECSignature, Order } from '@0xproject/types';
+import { colors } from '@0xproject/react-shared';
+import { ECSignature, Order as ZeroExOrder } from '@0xproject/types';
 import { BigNumber, logUtils } from '@0xproject/utils';
 import * as _ from 'lodash';
 import Dialog from 'material-ui/Dialog';
@@ -20,7 +20,7 @@ import { SwapIcon } from 'ts/components/ui/swap_icon';
 import { Dispatcher } from 'ts/redux/dispatcher';
 import { portalOrderSchema } from 'ts/schemas/portal_order_schema';
 import { validator } from 'ts/schemas/validator';
-import { AlertTypes, BlockchainErrs, HashData, Side, SideToAssetToken, Token, TokenByAddress } from 'ts/types';
+import { AlertTypes, BlockchainErrs, HashData, Order, Side, SideToAssetToken, Token, TokenByAddress } from 'ts/types';
 import { analytics } from 'ts/utils/analytics';
 import { constants } from 'ts/utils/constants';
 import { errorReporter } from 'ts/utils/error_reporter';
@@ -254,7 +254,8 @@ export class GenerateOrderForm extends React.Component<GenerateOrderFormProps, G
             userAddressIfExists,
             debitToken.address,
         );
-        const receiveAmount = this.props.sideToAssetToken[Side.Receive].amount;
+        const receiveToken = this.props.sideToAssetToken[Side.Receive];
+        const receiveAmount = receiveToken.amount;
         if (
             !_.isUndefined(debitToken.amount) &&
             !_.isUndefined(receiveAmount) &&
@@ -264,24 +265,28 @@ export class GenerateOrderForm extends React.Component<GenerateOrderFormProps, G
             debitBalance.gte(debitToken.amount) &&
             debitAllowance.gte(debitToken.amount)
         ) {
-            const didSignSuccessfully = await this._signTransactionAsync();
-            if (didSignSuccessfully) {
-                const networkName = sharedConstants.NETWORK_NAME_BY_ID[this.props.networkId];
-                const eventLabel = `${this.props.tokenByAddress[debitToken.address].symbol}-${networkName}`;
-                analytics.logEvent('Portal', 'Sign Order Success', eventLabel, debitToken.amount.toNumber());
+            const signedOrder = await this._signTransactionAsync();
+            const doesSignedOrderExist = !_.isUndefined(signedOrder);
+            if (doesSignedOrderExist) {
+                analytics.trackOrderEvent('Sign Order Success', signedOrder);
                 this.setState({
                     globalErrMsg: '',
                     shouldShowIncompleteErrs: false,
                 });
             }
-            return didSignSuccessfully;
+            return doesSignedOrderExist;
         } else {
             let globalErrMsg = 'You must fix the above errors in order to generate a valid order';
             if (this.props.userAddress === '') {
                 globalErrMsg = 'You must enable wallet communication';
                 this.props.dispatcher.updateShouldBlockchainErrDialogBeOpen(true);
             }
-            analytics.logEvent('Portal', 'Sign Order Failure', globalErrMsg);
+            analytics.track('Sign Order Failure', {
+                makerTokenAmount: debitToken.amount.toString(),
+                makerToken: this.props.tokenByAddress[debitToken.address].symbol,
+                takerTokenAmount: receiveToken.amount.toString(),
+                takerToken: this.props.tokenByAddress[receiveToken.address].symbol,
+            });
             this.setState({
                 globalErrMsg,
                 shouldShowIncompleteErrs: true,
@@ -289,7 +294,7 @@ export class GenerateOrderForm extends React.Component<GenerateOrderFormProps, G
             return false;
         }
     }
-    private async _signTransactionAsync(): Promise<boolean> {
+    private async _signTransactionAsync(): Promise<Order | undefined> {
         this.setState({
             signingState: SigningState.SIGNING,
         });
@@ -299,11 +304,11 @@ export class GenerateOrderForm extends React.Component<GenerateOrderFormProps, G
             this.setState({
                 signingState: SigningState.UNSIGNED,
             });
-            return false;
+            return undefined;
         }
         const hashData = this.props.hashData;
 
-        const zeroExOrder: Order = {
+        const zeroExOrder: ZeroExOrder = {
             exchangeContractAddress: exchangeContractAddr,
             expirationUnixTimestampSec: hashData.orderExpiryTimestamp,
             feeRecipient: hashData.feeRecipientAddress,
@@ -320,9 +325,10 @@ export class GenerateOrderForm extends React.Component<GenerateOrderFormProps, G
         const orderHash = getOrderHashHex(zeroExOrder);
 
         let globalErrMsg = '';
+        let order;
         try {
             const ecSignature = await this.props.blockchain.signOrderHashAsync(orderHash);
-            const order = utils.generateOrder(
+            order = utils.generateOrder(
                 exchangeContractAddr,
                 this.props.sideToAssetToken,
                 hashData.orderExpiryTimestamp,
@@ -356,7 +362,7 @@ export class GenerateOrderForm extends React.Component<GenerateOrderFormProps, G
             signingState: globalErrMsg === '' ? SigningState.SIGNED : SigningState.UNSIGNED,
             globalErrMsg,
         });
-        return globalErrMsg === '';
+        return order;
     }
     private _updateOrderAddress(address?: string): void {
         if (!_.isUndefined(address)) {
diff --git a/packages/website/ts/components/inputs/allowance_toggle.tsx b/packages/website/ts/components/inputs/allowance_toggle.tsx
index 0d5995696c..c444d79b7e 100644
--- a/packages/website/ts/components/inputs/allowance_toggle.tsx
+++ b/packages/website/ts/components/inputs/allowance_toggle.tsx
@@ -1,4 +1,4 @@
-import { constants as sharedConstants, Styles } from '@0xproject/react-shared';
+import { Styles } from '@0xproject/react-shared';
 import { BigNumber, logUtils } from '@0xproject/utils';
 import * as _ from 'lodash';
 import Toggle from 'material-ui/Toggle';
@@ -111,14 +111,16 @@ export class AllowanceToggle extends React.Component<AllowanceToggleProps, Allow
         if (!this._isAllowanceSet()) {
             newAllowanceAmountInBaseUnits = DEFAULT_ALLOWANCE_AMOUNT_IN_BASE_UNITS;
         }
-        const networkName = sharedConstants.NETWORK_NAME_BY_ID[this.props.networkId];
-        const eventLabel = `${this.props.token.symbol}-${networkName}`;
+        const logData = {
+            tokenSymbol: this.props.token.symbol,
+            newAllowance: newAllowanceAmountInBaseUnits.toNumber(),
+        };
         try {
             await this.props.blockchain.setProxyAllowanceAsync(this.props.token, newAllowanceAmountInBaseUnits);
-            analytics.logEvent('Portal', 'Set Allowance Success', eventLabel, newAllowanceAmountInBaseUnits.toNumber());
+            analytics.track('Set Allowances Success', logData);
             await this.props.refetchTokenStateAsync();
         } catch (err) {
-            analytics.logEvent('Portal', 'Set Allowance Failure', eventLabel, newAllowanceAmountInBaseUnits.toNumber());
+            analytics.track('Set Allowance Failure', logData);
             this.setState({
                 isSpinnerVisible: false,
             });
diff --git a/packages/website/ts/components/onboarding/portal_onboarding_flow.tsx b/packages/website/ts/components/onboarding/portal_onboarding_flow.tsx
index 20a8f0a326..a51170735b 100644
--- a/packages/website/ts/components/onboarding/portal_onboarding_flow.tsx
+++ b/packages/website/ts/components/onboarding/portal_onboarding_flow.tsx
@@ -1,4 +1,3 @@
-import { constants as sharedConstants } from '@0xproject/react-shared';
 import * as _ from 'lodash';
 import * as React from 'react';
 import { RouteComponentProps, withRouter } from 'react-router';
@@ -225,20 +224,21 @@ class PlainPortalOnboardingFlow extends React.Component<PortalOnboardingFlowProp
             (this.props.stepIndex === 0 && !this.props.isRunning && this.props.blockchainIsLoaded) ||
             (!this.props.isRunning && !this.props.hasBeenClosed && this.props.blockchainIsLoaded)
         ) {
-            const networkName = sharedConstants.NETWORK_NAME_BY_ID[this.props.networkId];
-            analytics.logEvent('Portal', 'Onboarding Started - Automatic', networkName, this.props.stepIndex);
+            analytics.track('Onboarding Started', {
+                reason: 'automatic',
+                stepIndex: this.props.stepIndex,
+            });
             this.props.updateIsRunning(true);
         }
     }
     private _updateOnboardingStep(stepIndex: number): void {
-        const networkName = sharedConstants.NETWORK_NAME_BY_ID[this.props.networkId];
         this.props.updateOnboardingStep(stepIndex);
-        analytics.logEvent('Portal', 'Update Onboarding Step', networkName, stepIndex);
     }
     private _closeOnboarding(): void {
-        const networkName = sharedConstants.NETWORK_NAME_BY_ID[this.props.networkId];
         this.props.updateIsRunning(false);
-        analytics.logEvent('Portal', 'Onboarding Closed', networkName, this.props.stepIndex);
+        analytics.track('Onboarding Closed', {
+            stepIndex: this.props.stepIndex,
+        });
     }
     private _renderZrxAllowanceToggle(): React.ReactNode {
         const zrxToken = utils.getZrxToken(this.props.tokenByAddress);
diff --git a/packages/website/ts/components/portal/portal.tsx b/packages/website/ts/components/portal/portal.tsx
index f983241fac..ea821d0388 100644
--- a/packages/website/ts/components/portal/portal.tsx
+++ b/packages/website/ts/components/portal/portal.tsx
@@ -1,4 +1,4 @@
-import { colors, constants as sharedConstants } from '@0xproject/react-shared';
+import { colors } from '@0xproject/react-shared';
 import { BigNumber } from '@0xproject/utils';
 import * as _ from 'lodash';
 import * as React from 'react';
@@ -388,10 +388,11 @@ export class Portal extends React.Component<PortalProps, PortalState> {
             startOnboarding
         );
     }
-
     private _startOnboarding(): void {
-        const networkName = sharedConstants.NETWORK_NAME_BY_ID[this.props.networkId];
-        analytics.logEvent('Portal', 'Onboarding Started - Manual', networkName, this.props.portalOnboardingStep);
+        analytics.track('Onboarding Started', {
+            reason: 'manual',
+            stepIndex: this.props.portalOnboardingStep,
+        });
         this.props.dispatcher.updatePortalOnboardingShowing(true);
     }
     private _renderWalletSection(): React.ReactNode {
diff --git a/packages/website/ts/components/relayer_index/relayer_grid_tile.tsx b/packages/website/ts/components/relayer_index/relayer_grid_tile.tsx
index 431cf145b5..193dd237a0 100644
--- a/packages/website/ts/components/relayer_index/relayer_grid_tile.tsx
+++ b/packages/website/ts/components/relayer_index/relayer_grid_tile.tsx
@@ -1,4 +1,4 @@
-import { constants as sharedConstants, Styles } from '@0xproject/react-shared';
+import { Styles } from '@0xproject/react-shared';
 import * as _ from 'lodash';
 import { GridTile as PlainGridTile } from 'material-ui/GridList';
 import * as React from 'react';
@@ -64,10 +64,10 @@ export const RelayerGridTile: React.StatelessComponent<RelayerGridTileProps> = (
     const link = props.relayerInfo.appUrl || props.relayerInfo.url;
     const topTokens = props.relayerInfo.topTokens;
     const weeklyTxnVolume = props.relayerInfo.weeklyTxnVolume;
-    const networkName = sharedConstants.NETWORK_NAME_BY_ID[props.networkId];
-    const eventLabel = `${props.relayerInfo.name}-${networkName}`;
     const onClick = () => {
-        analytics.logEvent('Portal', 'Relayer Click', eventLabel);
+        analytics.track('Relayer Click', {
+            name: props.relayerInfo.name,
+        });
         utils.openUrl(link);
     };
     const headerImageUrl = props.relayerInfo.logoImgUrl;
diff --git a/packages/website/ts/components/relayer_index/relayer_top_tokens.tsx b/packages/website/ts/components/relayer_index/relayer_top_tokens.tsx
index c48b672e91..f3787bd272 100644
--- a/packages/website/ts/components/relayer_index/relayer_top_tokens.tsx
+++ b/packages/website/ts/components/relayer_index/relayer_top_tokens.tsx
@@ -1,9 +1,4 @@
-import {
-    colors,
-    constants as sharedConstants,
-    EtherscanLinkSuffixes,
-    utils as sharedUtils,
-} from '@0xproject/react-shared';
+import { colors, EtherscanLinkSuffixes, utils as sharedUtils } from '@0xproject/react-shared';
 import * as _ from 'lodash';
 import * as React from 'react';
 
@@ -46,11 +41,11 @@ class TokenLink extends React.Component<TokenLinkProps, TokenLinkState> {
         };
     }
     public render(): React.ReactNode {
-        const networkName = sharedConstants.NETWORK_NAME_BY_ID[this.props.networkId];
-        const eventLabel = `${this.props.tokenInfo.symbol}-${networkName}`;
         const onClick = (event: React.MouseEvent<HTMLElement>) => {
             event.stopPropagation();
-            analytics.logEvent('Portal', 'Token Click', eventLabel);
+            analytics.track('Token Click', {
+                tokenSymbol: this.props.tokenInfo.symbol,
+            });
             const tokenLink = this._tokenLinkFromToken(this.props.tokenInfo, this.props.networkId);
             utils.openUrl(tokenLink);
         };
diff --git a/packages/website/ts/components/wallet/wallet.tsx b/packages/website/ts/components/wallet/wallet.tsx
index 6c1c495d7f..e462ab3e07 100644
--- a/packages/website/ts/components/wallet/wallet.tsx
+++ b/packages/website/ts/components/wallet/wallet.tsx
@@ -1,4 +1,4 @@
-import { constants as sharedConstants, EtherscanLinkSuffixes, utils as sharedUtils } from '@0xproject/react-shared';
+import { EtherscanLinkSuffixes, utils as sharedUtils } from '@0xproject/react-shared';
 import { BigNumber, errorUtils } from '@0xproject/utils';
 import * as _ from 'lodash';
 
@@ -488,19 +488,17 @@ export class Wallet extends React.Component<WalletProps, WalletState> {
         );
     }
     private _openWrappedEtherActionRow(wrappedEtherDirection: Side): void {
-        const networkName = sharedConstants.NETWORK_NAME_BY_ID[this.props.networkId];
         const action =
             wrappedEtherDirection === Side.Deposit ? 'Wallet - Wrap ETH Opened' : 'Wallet - Unwrap WETH Opened';
-        analytics.logEvent('Portal', action, networkName);
+        analytics.track(action);
         this.setState({
             wrappedEtherDirection,
         });
     }
     private _closeWrappedEtherActionRow(wrappedEtherDirection: Side): void {
-        const networkName = sharedConstants.NETWORK_NAME_BY_ID[this.props.networkId];
         const action =
             wrappedEtherDirection === Side.Deposit ? 'Wallet - Wrap ETH Closed' : 'Wallet - Unwrap WETH Closed';
-        analytics.logEvent('Portal', action, networkName);
+        analytics.track(action);
         this.setState({
             wrappedEtherDirection: undefined,
         });
diff --git a/packages/website/ts/components/wallet/wrap_ether_item.tsx b/packages/website/ts/components/wallet/wrap_ether_item.tsx
index 2b4cf93fe8..2b85b69be7 100644
--- a/packages/website/ts/components/wallet/wrap_ether_item.tsx
+++ b/packages/website/ts/components/wallet/wrap_ether_item.tsx
@@ -1,4 +1,4 @@
-import { constants as sharedConstants, Styles } from '@0xproject/react-shared';
+import { Styles } from '@0xproject/react-shared';
 import { BigNumber, logUtils } from '@0xproject/utils';
 import { Web3Wrapper } from '@0xproject/web3-wrapper';
 import * as _ from 'lodash';
@@ -188,20 +188,23 @@ export class WrapEtherItem extends React.Component<WrapEtherItemProps, WrapEther
         this.setState({
             isEthConversionHappening: true,
         });
-        const networkName = sharedConstants.NETWORK_NAME_BY_ID[this.props.networkId];
+        const etherToken = this.props.etherToken;
+        const amountToConvert = this.state.currentInputAmount;
+        const ethAmount = Web3Wrapper.toUnitAmount(amountToConvert, constants.DECIMAL_PLACES_ETH).toString();
+        const tokenAmount = Web3Wrapper.toUnitAmount(amountToConvert, etherToken.decimals).toString();
         try {
-            const etherToken = this.props.etherToken;
-            const amountToConvert = this.state.currentInputAmount;
             if (this.props.direction === Side.Deposit) {
                 await this.props.blockchain.convertEthToWrappedEthTokensAsync(etherToken.address, amountToConvert);
-                const ethAmount = Web3Wrapper.toUnitAmount(amountToConvert, constants.DECIMAL_PLACES_ETH);
-                this.props.dispatcher.showFlashMessage(`Successfully wrapped ${ethAmount.toString()} ETH to WETH`);
-                analytics.logEvent('Portal', 'Wrap ETH Successfully', networkName);
+                this.props.dispatcher.showFlashMessage(`Successfully wrapped ${ethAmount} ETH to WETH`);
+                analytics.track('Wrap ETH Success', {
+                    amount: ethAmount,
+                });
             } else {
                 await this.props.blockchain.convertWrappedEthTokensToEthAsync(etherToken.address, amountToConvert);
-                const tokenAmount = Web3Wrapper.toUnitAmount(amountToConvert, etherToken.decimals);
-                this.props.dispatcher.showFlashMessage(`Successfully unwrapped ${tokenAmount.toString()} WETH to ETH`);
-                analytics.logEvent('Portal', 'Unwrap WETH Successfully', networkName);
+                this.props.dispatcher.showFlashMessage(`Successfully unwrapped ${tokenAmount} WETH to ETH`);
+                analytics.track('Unwrap WETH Success', {
+                    amount: tokenAmount,
+                });
             }
             await this.props.refetchEthTokenStateAsync();
             this.props.onConversionSuccessful();
@@ -214,10 +217,14 @@ export class WrapEtherItem extends React.Component<WrapEtherItemProps, WrapEther
                 logUtils.log(err.stack);
                 if (this.props.direction === Side.Deposit) {
                     this.props.dispatcher.showFlashMessage('Failed to wrap your ETH. Please try again.');
-                    analytics.logEvent('Portal', 'Wrap ETH Failed', networkName);
+                    analytics.track('Wrap ETH Failure', {
+                        amount: ethAmount,
+                    });
                 } else {
                     this.props.dispatcher.showFlashMessage('Failed to unwrap your WETH. Please try again.');
-                    analytics.logEvent('Portal', 'Unwrap WETH Failed', networkName);
+                    analytics.track('Unwrap WETH Failed', {
+                        amount: tokenAmount,
+                    });
                 }
                 await errorReporter.reportAsync(err);
             }
diff --git a/packages/website/ts/index.tsx b/packages/website/ts/index.tsx
index c7ccfdf1f0..4838df6b4e 100644
--- a/packages/website/ts/index.tsx
+++ b/packages/website/ts/index.tsx
@@ -16,7 +16,6 @@ import { trackedTokenStorage } from 'ts/local_storage/tracked_token_storage';
 import { tradeHistoryStorage } from 'ts/local_storage/trade_history_storage';
 import { store } from 'ts/redux/store';
 import { WebsiteLegacyPaths, WebsitePaths } from 'ts/types';
-import { analytics } from 'ts/utils/analytics';
 import { muiTheme } from 'ts/utils/mui_theme';
 import { utils } from 'ts/utils/utils';
 // Polyfills
@@ -74,10 +73,6 @@ const LazyEthereumTypesDocumentation = createLazyComponent('Documentation', asyn
     System.import<any>(/* webpackChunkName: "ethereumTypesDocs" */ 'ts/containers/ethereum_types_documentation'),
 );
 
-analytics.init();
-// tslint:disable-next-line:no-floating-promises
-analytics.logProviderAsync((window as any).web3);
-
 render(
     <Router>
         <div>
diff --git a/packages/website/ts/pages/wiki/wiki.tsx b/packages/website/ts/pages/wiki/wiki.tsx
index 9659900be6..55f532b110 100644
--- a/packages/website/ts/pages/wiki/wiki.tsx
+++ b/packages/website/ts/pages/wiki/wiki.tsx
@@ -205,7 +205,7 @@ export class Wiki extends React.Component<WikiProps, WikiState> {
                         articlesBySection,
                     },
                     async () => {
-                        await utils.onPageLoadAsync();
+                        await utils.onPageLoadPromise;
                         const hash = this.props.location.hash.slice(1);
                         sharedUtils.scrollToHash(hash, sharedConstants.SCROLL_CONTAINER_ID);
                     },
diff --git a/packages/website/ts/redux/analyticsMiddleware.ts b/packages/website/ts/redux/analyticsMiddleware.ts
new file mode 100644
index 0000000000..1ef9b6ad79
--- /dev/null
+++ b/packages/website/ts/redux/analyticsMiddleware.ts
@@ -0,0 +1,41 @@
+import { Middleware } from 'redux';
+import { State } from 'ts/redux/reducer';
+import { ActionTypes } from 'ts/types';
+import { analytics } from 'ts/utils/analytics';
+
+export const analyticsMiddleware: Middleware = store => next => action => {
+    const nextAction = next(action);
+    const nextState = (store.getState() as any) as State;
+    switch (action.type) {
+        case ActionTypes.UpdateInjectedProviderName:
+            analytics.addEventProperties({
+                injectedProviderName: nextState.injectedProviderName,
+            });
+            break;
+        case ActionTypes.UpdateNetworkId:
+            analytics.addEventProperties({
+                networkId: nextState.networkId,
+            });
+            break;
+        case ActionTypes.UpdateUserAddress:
+            analytics.addUserProperties({
+                ethAddress: nextState.userAddress,
+            });
+            break;
+        case ActionTypes.UpdateUserEtherBalance:
+            if (nextState.userEtherBalanceInWei) {
+                analytics.addUserProperties({
+                    ethBalance: nextState.userEtherBalanceInWei.toString(),
+                });
+            }
+            break;
+        case ActionTypes.UpdatePortalOnboardingStep:
+            analytics.track('Update Onboarding Step', {
+                stepIndex: nextState.portalOnboardingStep,
+            });
+            break;
+        default:
+            break;
+    }
+    return nextAction;
+};
diff --git a/packages/website/ts/redux/store.ts b/packages/website/ts/redux/store.ts
index 2672e3f613..0062413711 100644
--- a/packages/website/ts/redux/store.ts
+++ b/packages/website/ts/redux/store.ts
@@ -1,7 +1,8 @@
 import * as _ from 'lodash';
-import { createStore, Store as ReduxStore } from 'redux';
-import { devToolsEnhancer } from 'redux-devtools-extension/developmentOnly';
+import { applyMiddleware, createStore, Store as ReduxStore } from 'redux';
+import { composeWithDevTools } from 'redux-devtools-extension/developmentOnly';
 import { stateStorage } from 'ts/local_storage/state_storage';
+import { analyticsMiddleware } from 'ts/redux/analyticsMiddleware';
 import { reducer, State } from 'ts/redux/reducer';
 
 const ONE_SECOND = 1000;
@@ -9,7 +10,7 @@ const ONE_SECOND = 1000;
 export const store: ReduxStore<State> = createStore(
     reducer,
     stateStorage.getPersistedDefaultState(),
-    devToolsEnhancer({ name: '0x Website Redux Store' }),
+    composeWithDevTools(applyMiddleware(analyticsMiddleware)),
 );
 store.subscribe(
     _.throttle(() => {
diff --git a/packages/website/ts/types.ts b/packages/website/ts/types.ts
index e8dc694f60..f107b3b5e2 100644
--- a/packages/website/ts/types.ts
+++ b/packages/website/ts/types.ts
@@ -516,8 +516,10 @@ export interface OutdatedWrappedEtherByNetworkId {
     };
 }
 
-export interface ItemByAddress<T> {
-    [address: string]: T;
+export type ItemByAddress<T> = ObjectMap<T>;
+
+export interface ObjectMap<T> {
+    [key: string]: T;
 }
 
 export type TokenStateByAddress = ItemByAddress<TokenState>;
diff --git a/packages/website/ts/utils/analytics.ts b/packages/website/ts/utils/analytics.ts
index f4bfa083ff..e5a1ddfa40 100644
--- a/packages/website/ts/utils/analytics.ts
+++ b/packages/website/ts/utils/analytics.ts
@@ -1,27 +1,83 @@
 import * as _ from 'lodash';
-import * as ReactGA from 'react-ga';
-import { InjectedWeb3 } from 'ts/types';
-import { configs } from 'ts/utils/configs';
+import { ObjectMap, Order } from 'ts/types';
 import { utils } from 'ts/utils/utils';
 
-export const analytics = {
-    init(): void {
-        ReactGA.initialize(configs.GOOGLE_ANALYTICS_ID);
-    },
-    logEvent(category: string, action: string, label: string, value?: any): void {
-        ReactGA.event({
-            category,
-            action,
-            label,
-            value,
-        });
-    },
-    async logProviderAsync(web3IfExists: InjectedWeb3): Promise<void> {
-        await utils.onPageLoadAsync();
-        const providerType =
-            !_.isUndefined(web3IfExists) && !_.isUndefined(web3IfExists.currentProvider)
-                ? utils.getProviderType(web3IfExists.currentProvider)
-                : 'NONE';
-        ReactGA.ga('set', 'dimension1', providerType);
-    },
-};
+export interface HeapAnalytics {
+    loaded: boolean;
+    identify(id: string, idType: string): void;
+    track(eventName: string, eventProperties?: ObjectMap<string | number>): void;
+    resetIdentity(): void;
+    addUserProperties(properties: ObjectMap<string | number>): void;
+    addEventProperties(properties: ObjectMap<string | number>): void;
+    removeEventProperty(property: string): void;
+    clearEventProperties(): void;
+}
+export class Analytics {
+    private _heap: HeapAnalytics;
+    public static init(): Analytics {
+        return new Analytics(Analytics.getHeap());
+    }
+    public static getHeap(): HeapAnalytics {
+        const heap = (window as any).heap;
+        if (!_.isUndefined(heap)) {
+            return heap;
+        } else {
+            throw new Error('Could not find the Heap SDK on the page.');
+        }
+    }
+    constructor(heap: HeapAnalytics) {
+        this._heap = heap;
+    }
+    // tslint:disable:no-floating-promises
+    // HeapAnalytics Wrappers
+    public identify(id: string, idType: string): void {
+        this._heapLoadedGuardAsync(() => this._heap.identify(id, idType));
+    }
+    public track(eventName: string, eventProperties?: ObjectMap<string | number>): void {
+        this._heapLoadedGuardAsync(() => this._heap.track(eventName, eventProperties));
+    }
+    public resetIdentity(): void {
+        this._heapLoadedGuardAsync(() => this._heap.resetIdentity());
+    }
+    public addUserProperties(properties: ObjectMap<string | number>): void {
+        this._heapLoadedGuardAsync(() => this._heap.addUserProperties(properties));
+    }
+    public addEventProperties(properties: ObjectMap<string | number>): void {
+        this._heapLoadedGuardAsync(() => this._heap.addEventProperties(properties));
+    }
+    public removeEventProperty(property: string): void {
+        this._heapLoadedGuardAsync(() => this._heap.removeEventProperty(property));
+    }
+    public clearEventProperties(): void {
+        this._heapLoadedGuardAsync(() => this._heap.clearEventProperties());
+    }
+    // tslint:enable:no-floating-promises
+    // Custom methods
+    public trackOrderEvent(eventName: string, order: Order): void {
+        const orderLoggingData = {
+            takerTokenAmount: order.signedOrder.takerTokenAmount,
+            makeTokenAmount: order.signedOrder.makerTokenAmount,
+            takerToken: order.metadata.takerToken.symbol,
+            makerToken: order.metadata.makerToken.symbol,
+        };
+        this.track(eventName, orderLoggingData);
+    }
+    /**
+     * Heap is not available as a UMD module, and additionally has the strange property of replacing itself with
+     * a different object once it's loaded.
+     * Instead of having an await call before every analytics use, we opt to have the awaiting logic in here by
+     * guarding every API call with the guard below.
+     */
+    private async _heapLoadedGuardAsync(callback: () => void): Promise<void> {
+        if (this._heap.loaded) {
+            callback();
+            return undefined;
+        }
+        await utils.onPageLoadPromise;
+        // HACK: Reset heap to loaded heap
+        this._heap = (window as any).heap;
+        callback();
+    }
+}
+
+export const analytics = Analytics.init();
diff --git a/packages/website/ts/utils/utils.ts b/packages/website/ts/utils/utils.ts
index 8c76a7592d..9c5e12ec7c 100644
--- a/packages/website/ts/utils/utils.ts
+++ b/packages/website/ts/utils/utils.ts
@@ -313,14 +313,13 @@ export const utils = {
         const baseUrl = `https://${window.location.hostname}${hasPort ? `:${port}` : ''}`;
         return baseUrl;
     },
-    async onPageLoadAsync(): Promise<void> {
+    onPageLoadPromise: new Promise((resolve, _reject) => {
         if (document.readyState === 'complete') {
-            return; // Already loaded
+            resolve();
+            return;
         }
-        return new Promise<void>((resolve, _reject) => {
-            window.onload = () => resolve();
-        });
-    },
+        window.onload = resolve;
+    }),
     getProviderType(provider: Provider): Providers | string {
         const constructorName = provider.constructor.name;
         let parsedProviderName = constructorName;
diff --git a/yarn.lock b/yarn.lock
index 9c373aaa5c..8582b38978 100644
--- a/yarn.lock
+++ b/yarn.lock
@@ -9858,13 +9858,6 @@ react-event-listener@^0.4.5:
     prop-types "^15.5.4"
     warning "^3.0.0"
 
-react-ga@^2.4.1:
-  version "2.4.1"
-  resolved "https://registry.yarnpkg.com/react-ga/-/react-ga-2.4.1.tgz#dfbd5f028ed39a07067f7a8bf57dc0d240000767"
-  optionalDependencies:
-    prop-types "^15.6.0"
-    react "^15.6.2 || ^16.0"
-
 react-highlight@0xproject/react-highlight:
   version "0.10.0"
   resolved "https://codeload.github.com/0xproject/react-highlight/tar.gz/83bbb4a09801abd341e2b9041cd884885a4a2098"
@@ -9990,15 +9983,6 @@ react@^15.5.4:
     object-assign "^4.1.0"
     prop-types "^15.5.10"
 
-"react@^15.6.2 || ^16.0":
-  version "16.3.2"
-  resolved "https://registry.yarnpkg.com/react/-/react-16.3.2.tgz#fdc8420398533a1e58872f59091b272ce2f91ea9"
-  dependencies:
-    fbjs "^0.8.16"
-    loose-envify "^1.1.0"
-    object-assign "^4.1.1"
-    prop-types "^15.6.0"
-
 read-chunk@^2.1.0:
   version "2.1.0"
   resolved "https://registry.yarnpkg.com/read-chunk/-/read-chunk-2.1.0.tgz#6a04c0928005ed9d42e1a6ac5600e19cbc7ff655"
