diff --git a/config/default.js b/config/default.js
index 99862cb0c93..c473fd4f81b 100644
--- a/config/default.js
+++ b/config/default.js
@@ -7,9 +7,9 @@ import path from 'path';
 import {
   apiProdHost,
   baseUrlProd,
-  ga4AdditionalAnalyticsHost,
-  ga4AnalyticsHost,
-  ga4TagManagerHost,
+  gtmAdditionalAnalyticsHost,
+  gtmAnalyticsHost,
+  gtmHost,
   mediaPath,
   prodDomain,
   serverStaticPath,
@@ -101,8 +101,7 @@ module.exports = {
     'experiments',
     'extensionWorkshopUrl',
     'fxaConfig',
-    'ga4DebugMode',
-    'ga4PropertyId',
+    'gtmContainerId',
     'hrefLangsMap',
     'isDeployed',
     'isDevelopment',
@@ -114,9 +113,6 @@ module.exports = {
     'rtlLangs',
     'staticPath',
     'trackingEnabled',
-    'trackingId',
-    'trackingSendInitPageView',
-    'trackingSendWebVitals',
     'unsupportedHrefLangs',
     'validClientAppUrlExceptions',
     'validClientApplications',
@@ -137,9 +133,9 @@ module.exports = {
       childSrc: ["'none'"],
       connectSrc: [
         apiProdHost,
-        ga4AnalyticsHost,
-        ga4AdditionalAnalyticsHost,
-        ga4TagManagerHost,
+        gtmAnalyticsHost,
+        gtmAdditionalAnalyticsHost,
+        gtmHost,
       ],
       fontSrc: [
         `${baseUrlProd}${staticPath}`,
@@ -152,8 +148,8 @@ module.exports = {
         `${baseUrlProd}${mediaPath}`,
         `${baseUrlProd}${staticPath}`,
         `${baseUrlProd}${serverStaticPath}`,
-        ga4AnalyticsHost,
-        ga4TagManagerHost,
+        gtmAnalyticsHost,
+        gtmHost,
       ],
       manifestSrc: ["'none'"],
       mediaSrc: ["'none'"],
@@ -161,8 +157,8 @@ module.exports = {
       // Script is limited to the static path
       scriptSrc: [
         `${baseUrlProd}${staticPath}`,
-        ga4AnalyticsHost,
-        ga4TagManagerHost,
+        gtmAnalyticsHost,
+        gtmHost,
       ],
       styleSrc: [
         `${baseUrlProd}${staticPath}`,
@@ -274,15 +270,9 @@ module.exports = {
   localeDir: path.resolve(path.join(__dirname, '../locale')),
 
   trackingEnabled: true,
-  trackingId: 'UA-36116321-7',
-  // send a page view on initialization.
-  trackingSendInitPageView: true,
-  // send web vitals stats to GA
-  trackingSendWebVitals: true,
-
-  // For GA4
-  ga4DebugMode: false,
-  ga4PropertyId: 'G-B9CY1C9VBC',
+
+  // For GTM
+  gtmContainerId: 'GTM-WVHFHF6',
 
   enablePostCssLoader: true,
 
diff --git a/config/dev.js b/config/dev.js
index cdfeb4c6aa7..3f1feac5809 100644
--- a/config/dev.js
+++ b/config/dev.js
@@ -4,9 +4,9 @@ import {
   baseUrlDev,
   devDomain,
   devLangs,
-  ga4AdditionalAnalyticsHost,
-  ga4AnalyticsHost,
-  ga4TagManagerHost,
+  gtmAdditionalAnalyticsHost,
+  gtmAnalyticsHost,
+  gtmHost,
   mediaPath,
   serverStaticPath,
   staticPath,
@@ -25,9 +25,9 @@ module.exports = {
     directives: {
       connectSrc: [
         apiDevHost,
-        ga4AnalyticsHost,
-        ga4AdditionalAnalyticsHost,
-        ga4TagManagerHost,
+        gtmAnalyticsHost,
+        gtmAdditionalAnalyticsHost,
+        gtmHost,
       ],
       fontSrc: [
         `${baseUrlDev}${staticPath}`,
@@ -38,13 +38,13 @@ module.exports = {
         `${baseUrlDev}${mediaPath}`,
         `${baseUrlDev}${staticPath}`,
         `${baseUrlDev}${serverStaticPath}`,
-        ga4AnalyticsHost,
-        ga4TagManagerHost,
+        gtmAnalyticsHost,
+        gtmHost,
       ],
       scriptSrc: [
         `${baseUrlDev}${staticPath}`,
-        ga4AnalyticsHost,
-        ga4TagManagerHost,
+        gtmAnalyticsHost,
+        gtmHost,
       ],
       styleSrc: [
         `${baseUrlDev}${staticPath}`,
diff --git a/config/development.js b/config/development.js
index e2142a10037..e04dfb5fb50 100644
--- a/config/development.js
+++ b/config/development.js
@@ -3,9 +3,9 @@ import {
   apiDevHost,
   baseUrlDev,
   devLangs,
-  ga4AdditionalAnalyticsHost,
-  ga4AnalyticsHost,
-  ga4TagManagerHost,
+  gtmAdditionalAnalyticsHost,
+  gtmAnalyticsHost,
+  gtmHost,
 } from './lib/shared';
 
 const webpackServerHost = process.env.WEBPACK_SERVER_HOST || '127.0.0.1';
@@ -22,7 +22,7 @@ module.exports = {
   proxyEnabled: true,
 
   fxaConfig: 'local',
-  trackingEnabled: false,
+  trackingEnabled: true,
   loggingLevel: 'debug',
 
   isDeployed: false,
@@ -53,9 +53,9 @@ module.exports = {
         webpackDevServer,
         // This is needed for pino-devtools.
         `${webpackServerHost}:3010`,
-        ga4AnalyticsHost,
-        ga4AdditionalAnalyticsHost,
-        ga4TagManagerHost,
+        gtmAnalyticsHost,
+        gtmAdditionalAnalyticsHost,
+        gtmHost,
       ],
       fontSrc: [
         webpackDevServer,
@@ -65,8 +65,8 @@ module.exports = {
         'data:',
         baseUrlDev,
         webpackDevServer,
-        ga4AnalyticsHost,
-        ga4TagManagerHost,
+        gtmAnalyticsHost,
+        gtmHost,
       ],
       scriptSrc: [
         "'self'",
@@ -74,8 +74,8 @@ module.exports = {
         "'unsafe-inline'",
         baseUrlDev,
         webpackDevServer,
-        ga4AnalyticsHost,
-        ga4TagManagerHost,
+        gtmAnalyticsHost,
+        gtmHost,
       ],
       styleSrc: [
         "'self'",
@@ -86,8 +86,6 @@ module.exports = {
     reportOnly: true,
   },
 
-  ga4DebugMode: true,
-
   extensionWorkshopUrl: 'https://extensionworkshop.allizom.org',
 
   langs: devLangs,
diff --git a/config/lib/shared.js b/config/lib/shared.js
index b872bc5daa6..9c2de666167 100644
--- a/config/lib/shared.js
+++ b/config/lib/shared.js
@@ -11,10 +11,10 @@ export const baseUrlProd = apiProdHost;
 export const baseUrlStage = apiStageHost;
 
 // https://github.com/mozilla/addons/issues/14799#issuecomment-2127359422
-// These match Google's recommendations for CSP with GA4.
-export const ga4TagManagerHost = 'https://*.googletagmanager.com';
-export const ga4AnalyticsHost = 'https://*.google-analytics.com';
-export const ga4AdditionalAnalyticsHost = 'https://*.analytics.google.com';
+// These match Google's recommendations for CSP with GTM/GA4.
+export const gtmHost = 'https://*.googletagmanager.com';
+export const gtmAnalyticsHost = 'https://*.google-analytics.com';
+export const gtmAdditionalAnalyticsHost = 'https://*.analytics.google.com';
 
 export const staticPath = '/static-frontend/';
 export const serverStaticPath = '/static-server/';  // addons-server statics.
diff --git a/config/stage.js b/config/stage.js
index 47f05b4ebec..8f68a9fb99a 100644
--- a/config/stage.js
+++ b/config/stage.js
@@ -2,9 +2,9 @@
 import {
   apiStageHost,
   baseUrlStage,
-  ga4AdditionalAnalyticsHost,
-  ga4AnalyticsHost,
-  ga4TagManagerHost,
+  gtmAdditionalAnalyticsHost,
+  gtmAnalyticsHost,
+  gtmHost,
   mediaPath,
   serverStaticPath,
   stageDomain,
@@ -23,9 +23,9 @@ module.exports = {
     directives: {
       connectSrc: [
         apiStageHost,
-        ga4AnalyticsHost,
-        ga4AdditionalAnalyticsHost,
-        ga4TagManagerHost,
+        gtmAnalyticsHost,
+        gtmAdditionalAnalyticsHost,
+        gtmHost,
       ],
       fontSrc: [
         `${baseUrlStage}${staticPath}`,
@@ -36,13 +36,13 @@ module.exports = {
         `${baseUrlStage}${mediaPath}`,
         `${baseUrlStage}${staticPath}`,
         `${baseUrlStage}${serverStaticPath}`,
-        ga4AnalyticsHost,
-        ga4TagManagerHost,
+        gtmAnalyticsHost,
+        gtmHost,
       ],
       scriptSrc: [
         `${baseUrlStage}${staticPath}`,
-        ga4AnalyticsHost,
-        ga4TagManagerHost,
+        gtmAnalyticsHost,
+        gtmHost,
       ],
       styleSrc: [
         `${baseUrlStage}${staticPath}`,
@@ -51,7 +51,6 @@ module.exports = {
   },
 
   allowErrorSimulation: true,
-  ga4DebugMode: true,
 
   extensionWorkshopUrl: 'https://extensionworkshop.allizom.org',
 };
diff --git a/src/amo/client/base.js b/src/amo/client/base.js
index 2c8d4793e65..22a05c018d8 100644
--- a/src/amo/client/base.js
+++ b/src/amo/client/base.js
@@ -9,14 +9,12 @@ import Root from 'amo/components/Root';
 import { langToLocale, makeI18n, sanitizeLanguage } from 'amo/i18n/utils';
 import log from 'amo/logger';
 import { addQueryParamsToHistory } from 'amo/utils';
-import tracking from 'amo/tracking';
 
 export default async function createClient(
   createStore,
   {
     _config = config,
     _createBrowserHistory = createBrowserHistory,
-    _tracking = tracking,
     sagas = null,
   } = {},
 ) {
@@ -58,14 +56,6 @@ export default async function createClient(
     }),
   });
 
-  // See: https://github.com/mozilla/addons-frontend/issues/8647
-  history.listen((location) => {
-    _tracking.setPage(location.pathname);
-    // It is guaranteed that the navigation has happened but the title of the
-    // page is likely stale, so we are omitting it.
-    _tracking.pageView({ title: '' });
-  });
-
   const { connectedHistory, sagaMiddleware, store } = createStore({
     history,
     initialState,
diff --git a/src/amo/components/AddonRecommendations/index.js b/src/amo/components/AddonRecommendations/index.js
index c84259f5913..67754caf4ac 100644
--- a/src/amo/components/AddonRecommendations/index.js
+++ b/src/amo/components/AddonRecommendations/index.js
@@ -1,4 +1,5 @@
 /* @flow */
+/* global window */
 import makeClassName from 'classnames';
 import invariant from 'invariant';
 import * as React from 'react';
@@ -14,7 +15,8 @@ import {
 import { withErrorHandler } from 'amo/errorHandler';
 import translate from 'amo/i18n/translate';
 import log from 'amo/logger';
-import defaultTracking from 'amo/tracking';
+import defaultTracking, { getAddonEventParams } from 'amo/tracking';
+import { getPromotedCategory } from 'amo/utils/addons';
 import LoadingText from 'amo/components/LoadingText';
 import type { Recommendations } from 'amo/reducers/recommendations';
 import type { AppState } from 'amo/store';
@@ -25,13 +27,15 @@ import type { DispatchFunc } from 'amo/types/redux';
 
 import './styles.scss';
 
-export const TAAR_IMPRESSION_CATEGORY = 'AMO Addon / Recommendations Shown';
+export const TAAR_IMPRESSION_CATEGORY = 'amo_addon_recommendations_shown';
 
 type DefaultProps = {|
+  _getPromotedCategory: typeof getPromotedCategory,
   tracking: typeof defaultTracking,
 |};
 
 type PropsFromState = {|
+  clientApp: string,
   recommendations: Recommendations | null,
 |};
 
@@ -47,6 +51,7 @@ type Props = {|
 
 export class AddonRecommendationsBase extends React.Component<Props> {
   static defaultProps: DefaultProps = {
+    _getPromotedCategory: getPromotedCategory,
     tracking: defaultTracking,
   };
 
@@ -61,7 +66,9 @@ export class AddonRecommendationsBase extends React.Component<Props> {
   componentDidUpdate(prevProps: Props) {
     const { addon: oldAddon, recommendations: oldRecommendations } = prevProps;
     const {
+      _getPromotedCategory,
       addon: newAddon,
+      clientApp,
       recommendations: newRecommendations,
       tracking,
       errorHandler,
@@ -77,7 +84,7 @@ export class AddonRecommendationsBase extends React.Component<Props> {
 
     // Send the GA ping when recommendations are loaded.
     if (newRecommendations && oldRecommendations !== newRecommendations) {
-      const { fallbackReason, loading, outcome } = newRecommendations;
+      const { loading, outcome } = newRecommendations;
 
       if (loading || errorHandler.hasError()) {
         return;
@@ -86,14 +93,12 @@ export class AddonRecommendationsBase extends React.Component<Props> {
       invariant(newAddon, 'newAddon is required');
       invariant(outcome, 'outcome is required');
 
-      let action = outcome;
-      if (fallbackReason) {
-        action = `${action}-${fallbackReason}`;
-      }
       tracking.sendEvent({
-        action,
         category: TAAR_IMPRESSION_CATEGORY,
-        label: newAddon.guid,
+        params: {
+          ...getAddonEventParams(newAddon, window.location.pathname),
+          trusted: !!_getPromotedCategory({ addon: newAddon, clientApp }),
+        },
       });
     }
   }
@@ -159,7 +164,7 @@ const mapStateToProps = (state: AppState, ownProps: Props): PropsFromState => {
         state: state.recommendations,
       })
     : null;
-  return { recommendations };
+  return { clientApp: state.api.clientApp, recommendations };
 };
 
 const AddonRecommendations: React.ComponentType<Props> = compose(
diff --git a/src/amo/components/AddonSuggestions/index.js b/src/amo/components/AddonSuggestions/index.js
index 17708ba5930..d3a779c8826 100644
--- a/src/amo/components/AddonSuggestions/index.js
+++ b/src/amo/components/AddonSuggestions/index.js
@@ -1,4 +1,5 @@
 /* @flow */
+/* global window */
 import config from 'config';
 import invariant from 'invariant';
 import * as React from 'react';
@@ -18,7 +19,8 @@ import {
 import { withErrorHandler } from 'amo/errorHandler';
 import translate from 'amo/i18n/translate';
 import log from 'amo/logger';
-import defaultTracking, { getAddonTypeForTracking } from 'amo/tracking';
+import defaultTracking, { getAddonEventParams } from 'amo/tracking';
+import { getPromotedCategory } from 'amo/utils/addons';
 import LoadingText from 'amo/components/LoadingText';
 import type { AppState } from 'amo/store';
 import type { ErrorHandlerType } from 'amo/types/errorHandler';
@@ -29,10 +31,12 @@ import type { DispatchFunc } from 'amo/types/redux';
 import './styles.scss';
 
 type DefaultProps = {|
+  _getPromotedCategory: typeof getPromotedCategory,
   tracking: typeof defaultTracking,
 |};
 
 type PropsFromState = {|
+  clientApp: string,
   loading: boolean,
   suggestions: Array<CollectionAddonType> | null,
 |};
@@ -156,6 +160,7 @@ const getCategory = (
 
 export class AddonSuggestionsBase extends React.Component<Props> {
   static defaultProps: DefaultProps = {
+    _getPromotedCategory: getPromotedCategory,
     tracking: defaultTracking,
   };
 
@@ -200,11 +205,13 @@ export class AddonSuggestionsBase extends React.Component<Props> {
   onAddonClick: (addon: AddonType | CollectionAddonType) => void = (
     addon: AddonType | CollectionAddonType,
   ) => {
-    const { tracking } = this.props;
+    const { _getPromotedCategory, clientApp, tracking } = this.props;
     tracking.sendEvent({
-      action: getAddonTypeForTracking(addon.type),
       category: SUGGESTIONS_CLICK_CATEGORY,
-      label: addon.guid,
+      params: {
+        ...getAddonEventParams(addon, window.location.pathname),
+        trusted: !!_getPromotedCategory({ addon, clientApp }),
+      },
     });
   };
 
@@ -286,7 +293,7 @@ const mapStateToProps = (state: AppState, ownProps: Props): PropsFromState => {
       state: state.suggestions,
     });
   }
-  return { loading, suggestions };
+  return { clientApp: state.api.clientApp, loading, suggestions };
 };
 
 const AddonSuggestions: React.ComponentType<Props> = compose(
diff --git a/src/amo/components/ContributeCard/index.js b/src/amo/components/ContributeCard/index.js
index 7aeea9cf978..4d85cf6d900 100644
--- a/src/amo/components/ContributeCard/index.js
+++ b/src/amo/components/ContributeCard/index.js
@@ -1,35 +1,46 @@
 /* @flow */
+/* global window */
 import * as React from 'react';
 import { compose } from 'redux';
+import { connect } from 'react-redux';
 import makeClassName from 'classnames';
 
 import { ADDON_TYPE_EXTENSION, ADDON_TYPE_STATIC_THEME } from 'amo/constants';
 import translate from 'amo/i18n/translate';
-import tracking from 'amo/tracking';
+import tracking, { getAddonEventParams } from 'amo/tracking';
+import { getPromotedCategory } from 'amo/utils/addons';
 import Button from 'amo/components/Button';
 import Icon from 'amo/components/Icon';
 import type { AddonType } from 'amo/types/addons';
+import type { AppState } from 'amo/store';
 import type { I18nType } from 'amo/types/i18n';
 
 import './styles.scss';
 
-export const CONTRIBUTE_BUTTON_CLICK_ACTION = 'contribute-click';
 export const CONTRIBUTE_BUTTON_CLICK_CATEGORY =
-  'AMO Addon / Contribute Button Clicks';
+  'amo_addon_contribute_button_clicks';
 
 type Props = {|
   addon: AddonType | null,
   i18n: I18nType,
 |};
 
+type PropsFromState = {|
+  clientApp: string,
+|};
+
 type InternalProps = {|
   ...Props,
+  ...PropsFromState,
   _tracking: typeof tracking,
+  _getPromotedCategory: typeof getPromotedCategory,
 |};
 
 export const ContributeCardBase = ({
   _tracking = tracking,
+  _getPromotedCategory = getPromotedCategory,
   addon,
+  clientApp,
   i18n,
 }: InternalProps): null | React.Node => {
   if (!addon || (addon && !addon.contributions_url)) {
@@ -87,9 +98,11 @@ export const ContributeCardBase = ({
 
   const onButtonClick = () => {
     _tracking.sendEvent({
-      action: CONTRIBUTE_BUTTON_CLICK_ACTION,
       category: CONTRIBUTE_BUTTON_CLICK_CATEGORY,
-      label: addon.guid,
+      params: {
+        ...getAddonEventParams(addon, window.location.pathname),
+        trusted: !!_getPromotedCategory({ addon, clientApp }),
+      },
     });
   };
 
@@ -121,7 +134,15 @@ export const ContributeCardBase = ({
   );
 };
 
-const ContributeCard: React.ComponentType<Props> =
-  compose(translate())(ContributeCardBase);
+const mapStateToProps = (state: AppState): PropsFromState => {
+  return {
+    clientApp: state.api.clientApp,
+  };
+};
+
+const ContributeCard: React.ComponentType<Props> = compose(
+  connect(mapStateToProps),
+  translate(),
+)(ContributeCardBase);
 
 export default ContributeCard;
diff --git a/src/amo/components/GetFirefoxBanner/index.js b/src/amo/components/GetFirefoxBanner/index.js
index 7bf8de7b0f4..b07edc7c946 100644
--- a/src/amo/components/GetFirefoxBanner/index.js
+++ b/src/amo/components/GetFirefoxBanner/index.js
@@ -1,4 +1,5 @@
 /* @flow */
+/* global window */
 import * as React from 'react';
 import { connect } from 'react-redux';
 import { compose } from 'redux';
@@ -10,10 +11,7 @@ import {
   GET_FIREFOX_BANNER_UTM_CONTENT,
 } from 'amo/constants';
 import Button from 'amo/components/Button';
-import {
-  GET_FIREFOX_BUTTON_CLICK_CATEGORY,
-  getDownloadLink,
-} from 'amo/components/GetFirefoxButton';
+import { getDownloadLink } from 'amo/components/GetFirefoxButton';
 import Notice from 'amo/components/Notice';
 import Link from 'amo/components/Link';
 import tracking from 'amo/tracking';
@@ -27,11 +25,10 @@ import type { ReactRouterLocationType } from 'amo/types/router';
 
 import './styles.scss';
 
-export const GET_FIREFOX_BANNER_CLICK_ACTION = 'download-firefox-banner-click';
-export const GET_FIREFOX_BANNER_DISMISS_ACTION =
-  'download-firefox-banner-dismiss';
+export const GET_FIREFOX_BANNER_CLICK_CATEGORY =
+  'amo_download_firefox_banner_click';
 export const GET_FIREFOX_BANNER_DISMISS_CATEGORY =
-  'AMO Download Firefox Banner';
+  'amo_download_firefox_banner';
 
 export type Props = {||};
 
@@ -61,15 +58,15 @@ export const GetFirefoxBannerBase = ({
 }: InternalProps): null | React.Node => {
   const onButtonClick = () => {
     _tracking.sendEvent({
-      action: GET_FIREFOX_BANNER_CLICK_ACTION,
-      category: GET_FIREFOX_BUTTON_CLICK_CATEGORY,
+      category: GET_FIREFOX_BANNER_CLICK_CATEGORY,
+      params: { page_path: window.location.pathname },
     });
   };
 
   const onDismiss = () => {
     _tracking.sendEvent({
-      action: GET_FIREFOX_BANNER_DISMISS_ACTION,
       category: GET_FIREFOX_BANNER_DISMISS_CATEGORY,
+      params: { page_path: window.location.pathname },
     });
   };
 
diff --git a/src/amo/components/GetFirefoxButton/index.js b/src/amo/components/GetFirefoxButton/index.js
index c333050d770..6ebfe823c7b 100644
--- a/src/amo/components/GetFirefoxButton/index.js
+++ b/src/amo/components/GetFirefoxButton/index.js
@@ -1,4 +1,5 @@
 /* @flow */
+/* global window */
 import makeClassName from 'classnames';
 import invariant from 'invariant';
 import * as React from 'react';
@@ -17,9 +18,10 @@ import {
   GET_FIREFOX_BANNER_UTM_CONTENT,
 } from 'amo/constants';
 import translate from 'amo/i18n/translate';
-import tracking from 'amo/tracking';
+import tracking, { getAddonEventParams } from 'amo/tracking';
 import { makeQueryStringWithUTM } from 'amo/utils';
 import { isFirefox } from 'amo/utils/compatibility';
+import { getPromotedCategory } from 'amo/utils/addons';
 import { makeQueryString } from 'amo/api';
 import type { UserAgentInfoType } from 'amo/reducers/api';
 import type { AppState } from 'amo/store';
@@ -28,8 +30,7 @@ import type { I18nType } from 'amo/types/i18n';
 
 import './styles.scss';
 
-export const GET_FIREFOX_BUTTON_CLICK_ACTION = 'download-firefox-click';
-export const GET_FIREFOX_BUTTON_CLICK_CATEGORY = 'AMO Download Firefox';
+export const GET_FIREFOX_BUTTON_CLICK_CATEGORY = 'amo_download_firefox_button';
 
 export type Props = {|
   addon: AddonType,
@@ -40,6 +41,7 @@ export type Props = {|
 
 export type DefaultProps = {|
   _encode: typeof encode,
+  _getPromotedCategory: typeof getPromotedCategory,
   _tracking: typeof tracking,
 |};
 
@@ -116,6 +118,7 @@ export const getDownloadLink = ({
 
 export const GetFirefoxButtonBase = ({
   _encode = encode,
+  _getPromotedCategory = getPromotedCategory,
   _tracking = tracking,
   addon,
   className,
@@ -133,9 +136,11 @@ export const GetFirefoxButtonBase = ({
 
   const onButtonClick = () => {
     _tracking.sendEvent({
-      action: GET_FIREFOX_BUTTON_CLICK_ACTION,
       category: GET_FIREFOX_BUTTON_CLICK_CATEGORY,
-      label: addon.guid,
+      params: {
+        ...getAddonEventParams(addon, window.location.pathname),
+        trusted: !!_getPromotedCategory({ addon, clientApp }),
+      },
     });
   };
 
diff --git a/src/amo/components/HeroRecommendation/index.js b/src/amo/components/HeroRecommendation/index.js
index 7dd9ad09b2d..64576d70f47 100644
--- a/src/amo/components/HeroRecommendation/index.js
+++ b/src/amo/components/HeroRecommendation/index.js
@@ -1,4 +1,5 @@
 /* @flow */
+/* global window */
 import makeClassName from 'classnames';
 import invariant from 'invariant';
 import * as React from 'react';
@@ -18,7 +19,7 @@ import {
 } from 'amo/constants';
 import translate from 'amo/i18n/translate';
 import log from 'amo/logger';
-import tracking from 'amo/tracking';
+import tracking, { getAddonEventParams } from 'amo/tracking';
 import { getPromotedCategory } from 'amo/utils/addons';
 import { addQueryParams } from 'amo/utils/url';
 import LoadingText from 'amo/components/LoadingText';
@@ -29,11 +30,8 @@ import type { I18nType } from 'amo/types/i18n';
 
 import './styles.scss';
 
-export const PRIMARY_HERO_CLICK_ACTION = 'primary-hero-click';
-export const PRIMARY_HERO_CLICK_CATEGORY = 'AMO Primary Hero Clicks';
-export const PRIMARY_HERO_EXTERNAL_LABEL = 'external-link';
-export const PRIMARY_HERO_IMPRESSION_ACTION = 'primary-hero-impression';
-export const PRIMARY_HERO_IMPRESSION_CATEGORY = 'AMO Primary Hero Impressions';
+export const PRIMARY_HERO_CLICK_CATEGORY = 'amo_primary_hero_clicks';
+export const PRIMARY_HERO_IMPRESSION_CATEGORY = 'amo_primary_hero_impressions';
 export const PRIMARY_HERO_SRC = 'homepage-primary-hero';
 
 type Props = {|
@@ -92,30 +90,40 @@ export class HeroRecommendationBase extends React.Component<InternalProps> {
   };
 
   onHeroClick: () => void = () => {
-    const { _tracking, shelfData } = this.props;
+    const { _tracking, _getPromotedCategory, clientApp, shelfData } =
+      this.props;
 
     invariant(shelfData, 'The shelfData property is required');
 
     const { addon } = shelfData;
 
     _tracking.sendEvent({
-      action: PRIMARY_HERO_CLICK_ACTION,
       category: PRIMARY_HERO_CLICK_CATEGORY,
-      label: addon ? addon.guid : PRIMARY_HERO_EXTERNAL_LABEL,
+      params: addon
+        ? {
+            ...getAddonEventParams(addon, window.location.pathname),
+            trusted: !!_getPromotedCategory({ addon, clientApp }),
+          }
+        : { page_path: window.location.pathname },
     });
   };
 
   onHeroImpression: () => void = () => {
-    const { _tracking, shelfData } = this.props;
+    const { _tracking, _getPromotedCategory, clientApp, shelfData } =
+      this.props;
 
     invariant(shelfData, 'The shelfData property is required');
 
     const { addon } = shelfData;
 
     _tracking.sendEvent({
-      action: PRIMARY_HERO_IMPRESSION_ACTION,
       category: PRIMARY_HERO_IMPRESSION_CATEGORY,
-      label: addon ? addon.guid : PRIMARY_HERO_EXTERNAL_LABEL,
+      params: addon
+        ? {
+            ...getAddonEventParams(addon, window.location.pathname),
+            trusted: !!_getPromotedCategory({ addon, clientApp }),
+          }
+        : { page_path: window.location.pathname },
     });
   };
 
diff --git a/src/amo/components/SecondaryHero/index.js b/src/amo/components/SecondaryHero/index.js
index f4fb884317a..95e53ed518c 100644
--- a/src/amo/components/SecondaryHero/index.js
+++ b/src/amo/components/SecondaryHero/index.js
@@ -1,8 +1,9 @@
 /* @flow */
+/* global window */
 import * as React from 'react';
 
 import Link from 'amo/components/Link';
-import { checkInternalURL, stripLangFromAmoUrl } from 'amo/utils';
+import { checkInternalURL } from 'amo/utils';
 import tracking from 'amo/tracking';
 import { DEFAULT_UTM_SOURCE, DEFAULT_UTM_MEDIUM } from 'amo/constants';
 import { addQueryParams } from 'amo/utils/url';
@@ -11,12 +12,9 @@ import type {
   LinkWithTextType,
   SecondaryHeroShelfType,
 } from 'amo/reducers/home';
-import type { AnchorEvent } from 'amo/types/dom';
-
 import './styles.scss';
 
-export const SECONDARY_HERO_CLICK_ACTION = 'secondary-hero-click';
-export const SECONDARY_HERO_CLICK_CATEGORY = 'AMO Secondary Hero Clicks';
+export const SECONDARY_HERO_CLICK_CATEGORY = 'amo_secondary_hero_clicks';
 export const SECONDARY_HERO_SRC = 'homepage-secondary-hero';
 
 type Props = {| shelfData?: SecondaryHeroShelfType |};
@@ -24,7 +22,6 @@ type Props = {| shelfData?: SecondaryHeroShelfType |};
 type InternalProps = {|
   ...Props,
   _checkInternalURL: typeof checkInternalURL,
-  _stripLangFromAmoUrl: typeof stripLangFromAmoUrl,
   _tracking: typeof tracking,
 |};
 
@@ -38,7 +35,6 @@ export const makeCallToActionURL = (urlString: string): string => {
 
 export const SecondaryHeroBase = ({
   _checkInternalURL = checkInternalURL,
-  _stripLangFromAmoUrl = stripLangFromAmoUrl,
   _tracking = tracking,
   shelfData,
 }: InternalProps): null | React.Node => {
@@ -50,11 +46,10 @@ export const SecondaryHeroBase = ({
   const { headline, description, cta } = shelfData || {};
   const modules = (shelfData && shelfData.modules) || Array(3).fill({});
 
-  const onHeroClick = (event: AnchorEvent) => {
+  const onHeroClick = () => {
     _tracking.sendEvent({
-      action: SECONDARY_HERO_CLICK_ACTION,
       category: SECONDARY_HERO_CLICK_CATEGORY,
-      label: _stripLangFromAmoUrl({ urlString: event.currentTarget.href }),
+      params: { page_path: window.location.pathname },
     });
   };
 
diff --git a/src/amo/components/ServerHtml/index.js b/src/amo/components/ServerHtml/index.js
index 152a7b4a91c..3653f42c56a 100644
--- a/src/amo/components/ServerHtml/index.js
+++ b/src/amo/components/ServerHtml/index.js
@@ -97,16 +97,12 @@ export default class ServerHtml extends Component {
   getAnalytics() {
     const { _config } = this.props;
     if (this.props.trackingEnabled) {
+      const gtmContainerId = _config.get('gtmContainerId');
       return (
-        <>
-          <script async src="https://www.google-analytics.com/analytics.js" />
-          <script
-            async
-            src={`https://www.googletagmanager.com/gtag/js?id=${_config.get(
-              'ga4PropertyId',
-            )}`}
-          />
-        </>
+        <script
+          async
+          src={`https://www.googletagmanager.com/gtm.js?id=${gtmContainerId}`}
+        />
       );
     }
     return null;
@@ -192,6 +188,8 @@ export default class ServerHtml extends Component {
           {head.link.toComponent()}
 
           {head.script.toComponent()}
+
+          {this.getAnalytics()}
         </head>
         <body>
           <div id="react-view" dangerouslySetInnerHTML={{ __html: content }} />
@@ -204,7 +202,6 @@ export default class ServerHtml extends Component {
             id="redux-store-state"
           />
 
-          {this.getAnalytics()}
           {this.getScript()}
         </body>
       </html>
diff --git a/src/amo/components/VPNPromoBanner/index.js b/src/amo/components/VPNPromoBanner/index.js
index 886e9297c53..76593c4dfb8 100644
--- a/src/amo/components/VPNPromoBanner/index.js
+++ b/src/amo/components/VPNPromoBanner/index.js
@@ -36,10 +36,9 @@ import dismissX from './img/x-close-black.svg';
 
 export const IMPRESSION_COUNT_KEY = 'VPNPromoImpressionCount';
 export const VPN_PROMO_CAMPAIGN = 'amo-vpn-promo';
-export const VPN_PROMO_CATEGORY = 'VPN Promo Banner';
-export const VPN_PROMO_CLICK_ACTION = 'vpn-promo-banner-click';
-export const VPN_PROMO_DISMISS_ACTION = 'vpn-promo-banner-dismiss';
-export const VPN_PROMO_IMPRESSION_ACTION = 'vpn-promo-banner-impression';
+export const VPN_PROMO_CLICK_CATEGORY = 'vpn_promo_click';
+export const VPN_PROMO_DISMISS_CATEGORY = 'vpn_promo_dismiss';
+export const VPN_PROMO_IMPRESSION_CATEGORY = 'vpn_promo_impression';
 export const VPN_URL = 'https://www.mozilla.org/products/vpn';
 
 export type Props = {| variant: string | null |};
@@ -113,15 +112,10 @@ export class VPNPromoBannerBase extends React.Component<InternalProps, State> {
     );
   }
 
-  onInteract: (action: string) => void = (action) => {
-    const { _tracking, _localStorage, cookies } = this.props;
+  // Private helper: handles cleanup after click or dismiss (no tracking).
+  _cleanUpAfterInteract: () => void = () => {
+    const { _localStorage, cookies } = this.props;
 
-    const impressionCount = getImpressionCount(_localStorage);
-    _tracking.sendEvent({
-      action,
-      category: VPN_PROMO_CATEGORY,
-      label: String(impressionCount),
-    });
     _localStorage.removeItem(IMPRESSION_COUNT_KEY);
     this.setState({ dismissed: true });
 
@@ -134,11 +128,23 @@ export class VPNPromoBannerBase extends React.Component<InternalProps, State> {
   };
 
   onButtonClick: () => void = () => {
-    this.onInteract(VPN_PROMO_CLICK_ACTION);
+    const { _tracking } = this.props;
+
+    _tracking.sendEvent({
+      category: VPN_PROMO_CLICK_CATEGORY,
+      params: { page_path: window.location.pathname },
+    });
+    this._cleanUpAfterInteract();
   };
 
   onDismiss: () => void = () => {
-    this.onInteract(VPN_PROMO_DISMISS_ACTION);
+    const { _tracking } = this.props;
+
+    _tracking.sendEvent({
+      category: VPN_PROMO_DISMISS_CATEGORY,
+      params: { page_path: window.location.pathname },
+    });
+    this._cleanUpAfterInteract();
   };
 
   onImpression: () => void = () => {
@@ -147,9 +153,8 @@ export class VPNPromoBannerBase extends React.Component<InternalProps, State> {
     if (this.shouldShowBanner()) {
       const impressionCount = getImpressionCount(_localStorage) + 1;
       _tracking.sendEvent({
-        action: VPN_PROMO_IMPRESSION_ACTION,
-        category: VPN_PROMO_CATEGORY,
-        label: String(impressionCount),
+        category: VPN_PROMO_IMPRESSION_CATEGORY,
+        params: { page_path: window.location.pathname },
       });
       _localStorage.setItem(IMPRESSION_COUNT_KEY, impressionCount);
     }
diff --git a/src/amo/constants.js b/src/amo/constants.js
index d3b7bb1d945..8edd1237c1a 100644
--- a/src/amo/constants.js
+++ b/src/amo/constants.js
@@ -125,11 +125,6 @@ export const INCOMPATIBLE_NON_RESTARTLESS_ADDON =
 export const INCOMPATIBLE_ANDROID_UNSUPPORTED =
   'INCOMPATIBLE_ANDROID_UNSUPPORTED';
 
-// Tracking add-on types
-export const TRACKING_TYPE_EXTENSION = 'addon';
-export const TRACKING_TYPE_STATIC_THEME = ADDON_TYPE_STATIC_THEME;
-export const TRACKING_TYPE_INVALID = 'invalid';
-
 // Add-on install tracking sources.
 // These key values may be linked to historic analytic data.
 export const INSTALL_SOURCE_COLLECTION = 'collection';
@@ -206,41 +201,40 @@ export const INSTALL_ERROR = 'INSTALL_ERROR';
 
 // Tracking install actions.
 export const ENABLE_ACTION = 'enable';
-export const INSTALL_ACTION = 'install';
-export const INSTALL_CANCELLED_ACTION = 'install:cancelled';
-export const INSTALL_DOWNLOAD_FAILED_ACTION = 'install:download-failed';
-export const INSTALL_STARTED_ACTION = 'install:started';
+export const INSTALL_CANCELLED_ACTION = 'install_cancelled';
+export const INSTALL_DOWNLOAD_FAILED_ACTION = 'install_download_failed';
+export const INSTALL_STARTED_ACTION = 'install_started';
 export const UNINSTALL_ACTION = 'uninstall';
 
 // Tracking Event Categories.
-// WARNING: Do not change these without notifying data + metrics teams.
-// Changing these strings will break existing statistics without
-// updating the category matching at the same time.
-export const ENABLE_EXTENSION_CATEGORY = 'AMO Addon Activation';
-export const ENABLE_THEME_CATEGORY = 'AMO Theme Activation';
+// NOTE: These were migrated from UA-style names to GA4-style lowercase/underscore
+// naming convention. Data + metrics teams were notified of this intentional migration.
+export const ENABLE_EXTENSION_CATEGORY = 'amo_addon_activation';
+export const ENABLE_THEME_CATEGORY = 'amo_theme_activation';
 
-export const INSTALL_EXTENSION_CATEGORY = 'AMO Addon Installs';
-export const INSTALL_THEME_CATEGORY = 'AMO Theme Installs';
-export const INSTALL_TRUSTED_EXTENSION_CATEGORY = 'AMO Trusted Addon Installs';
+export const INSTALL_EXTENSION_CATEGORY = 'amo_addon_installs_completed';
+export const INSTALL_THEME_CATEGORY = 'amo_theme_installs_completed';
+export const INSTALL_TRUSTED_EXTENSION_CATEGORY =
+  'amo_trusted_addon_install_completed';
 
 export const INSTALL_CANCELLED_EXTENSION_CATEGORY =
-  'AMO Addon Installs Cancelled';
-export const INSTALL_CANCELLED_THEME_CATEGORY = 'AMO Theme Installs Cancelled';
+  'amo_addon_installs_cancelled';
+export const INSTALL_CANCELLED_THEME_CATEGORY = 'amo_theme_installs_cancelled';
 
 export const INSTALL_DOWNLOAD_FAILED_EXTENSION_CATEGORY =
-  'AMO Addon Installs Download Failed';
+  'amo_addon_installs_download_failed';
 export const INSTALL_DOWNLOAD_FAILED_THEME_CATEGORY =
-  'AMO Theme Installs Download Failed';
+  'amo_theme_installs_download_failed';
 
-export const INSTALL_STARTED_EXTENSION_CATEGORY = 'AMO Addon Installs Started';
-export const INSTALL_STARTED_THEME_CATEGORY = 'AMO Theme Installs Started';
+export const INSTALL_STARTED_EXTENSION_CATEGORY = 'amo_addon_installs_started';
+export const INSTALL_STARTED_THEME_CATEGORY = 'amo_theme_installs_started';
 
-export const UNINSTALL_EXTENSION_CATEGORY = 'AMO Addon Uninstalls';
-export const UNINSTALL_THEME_CATEGORY = 'AMO Theme Uninstalls';
+export const UNINSTALL_EXTENSION_CATEGORY = 'amo_addon_uninstalls';
+export const UNINSTALL_THEME_CATEGORY = 'amo_theme_uninstalls';
 
-export const CLICK_CATEGORY = 'AMO Addon / Theme Clicks';
+export const CLICK_CATEGORY = 'amo_addon_theme_clicks';
 
-export const SUGGESTIONS_CLICK_CATEGORY = 'AMO Suggested Addon Clicks';
+export const SUGGESTIONS_CLICK_CATEGORY = 'amo_suggested_addon_clicks';
 
 // Error used to know that the setEnable method on addon is
 // not available.
diff --git a/src/amo/installAddon.js b/src/amo/installAddon.js
index a421496b98e..398b6ef6c20 100644
--- a/src/amo/installAddon.js
+++ b/src/amo/installAddon.js
@@ -1,4 +1,5 @@
 /* @flow */
+/* global window */
 import { oneLine } from 'common-tags';
 import invariant from 'invariant';
 import * as React from 'react';
@@ -7,8 +8,8 @@ import { connect } from 'react-redux';
 import { setInstallError, setInstallState } from 'amo/reducers/installations';
 import log from 'amo/logger';
 import tracking, {
-  getAddonTypeForTracking,
   getAddonEventCategory,
+  getAddonEventParams,
 } from 'amo/tracking';
 import {
   ADDON_TYPE_EXTENSION,
@@ -21,7 +22,6 @@ import {
   FATAL_INSTALL_ERROR,
   FATAL_UNINSTALL_ERROR,
   INSTALLING,
-  INSTALL_ACTION,
   INSTALL_CANCELLED,
   INSTALL_CANCELLED_ACTION,
   INSTALL_DOWNLOAD_FAILED_ACTION,
@@ -58,14 +58,15 @@ type EventType = {|
 
 type MakeProgressHandlerParams = {|
   _tracking: typeof tracking,
+  addon: AddonType,
   dispatch: DispatchFunc,
   guid: string,
-  name: string,
   type: string,
 |};
 
 export function makeProgressHandler({
   _tracking,
+  addon,
   dispatch,
   guid,
   type,
@@ -93,9 +94,8 @@ export function makeProgressHandler({
         dispatch(setInstallError({ guid, error: DOWNLOAD_FAILED }));
 
         _tracking.sendEvent({
-          action: getAddonTypeForTracking(type),
           category: getAddonEventCategory(type, INSTALL_DOWNLOAD_FAILED_ACTION),
-          label: guid,
+          params: getAddonEventParams(addon, window.location.pathname),
         });
       }
     } else if (event.type === 'onInstallCancelled') {
@@ -105,9 +105,8 @@ export function makeProgressHandler({
       });
 
       _tracking.sendEvent({
-        action: getAddonTypeForTracking(type),
         category: getAddonEventCategory(type, INSTALL_CANCELLED_ACTION),
-        label: guid,
+        params: getAddonEventParams(addon, window.location.pathname),
       });
     } else if (event.type === 'onInstallFailed') {
       dispatch(setInstallError({ guid, error: INSTALL_FAILED }));
@@ -243,9 +242,8 @@ export class WithInstallHelpers extends React.Component<WithInstallHelpersIntern
       .enable(guid)
       .then(() => {
         _tracking.sendEvent({
-          action: getAddonTypeForTracking(type),
           category: getAddonEventCategory(type, ENABLE_ACTION),
-          label: guid,
+          params: getAddonEventParams(addon, window.location.pathname),
         });
       })
       .catch((err) => {
@@ -281,7 +279,7 @@ export class WithInstallHelpers extends React.Component<WithInstallHelpersIntern
     invariant(addon, 'need an addon to call install()');
     invariant(currentVersion, 'need a currentVersion to call install()');
 
-    const { guid, name, type } = addon;
+    const { guid, type } = addon;
     const { file } = currentVersion;
 
     if (!file) {
@@ -292,9 +290,11 @@ export class WithInstallHelpers extends React.Component<WithInstallHelpersIntern
     return new Promise((resolve) => {
       dispatch({ type: START_DOWNLOAD, payload: { guid } });
       _tracking.sendEvent({
-        action: getAddonTypeForTracking(type),
         category: getAddonEventCategory(type, INSTALL_STARTED_ACTION),
-        label: guid,
+        params: {
+          ...getAddonEventParams(addon, window.location.pathname),
+          trusted: !!_getPromotedCategory({ addon, clientApp }),
+        },
       });
 
       const installURL = file.url;
@@ -312,29 +312,33 @@ export class WithInstallHelpers extends React.Component<WithInstallHelpersIntern
           installURL || '',
           makeProgressHandler({
             _tracking,
+            addon,
             dispatch,
             guid,
-            name,
             type,
           }),
           { hash },
         );
       })
       .then(() => {
+        const promotedCategory = _getPromotedCategory({ addon, clientApp });
         _tracking.sendEvent({
-          action: getAddonTypeForTracking(type),
-          category: getAddonEventCategory(type, INSTALL_ACTION),
-          label: guid,
+          category: getAddonEventCategory(type),
+          params: {
+            ...getAddonEventParams(addon, window.location.pathname),
+            trusted: !!promotedCategory,
+          },
         });
 
         // If the add-on is trusted, send an additional event for trusted
         // add-on install.
-        const promotedCategory = _getPromotedCategory({ addon, clientApp });
         if (addon.type === ADDON_TYPE_EXTENSION && promotedCategory) {
           _tracking.sendEvent({
-            action: promotedCategory,
             category: INSTALL_TRUSTED_EXTENSION_CATEGORY,
-            label: guid,
+            params: {
+              ...getAddonEventParams(addon, window.location.pathname),
+              trusted: true,
+            },
           });
         }
       })
@@ -346,19 +350,19 @@ export class WithInstallHelpers extends React.Component<WithInstallHelpersIntern
   }
 
   uninstall({ guid, type }: UninstallParams): Promise<void> {
-    const { _addonManager, _log, _tracking, dispatch } = this.props;
+    const { _addonManager, _log, _tracking, addon, dispatch } = this.props;
 
     dispatch(setInstallState({ guid, status: UNINSTALLING }));
 
-    const action = getAddonTypeForTracking(type);
     return _addonManager
       .uninstall(guid)
       .then(() => {
-        _tracking.sendEvent({
-          action,
-          category: getAddonEventCategory(type, UNINSTALL_ACTION),
-          label: guid,
-        });
+        if (addon) {
+          _tracking.sendEvent({
+            category: getAddonEventCategory(type, UNINSTALL_ACTION),
+            params: getAddonEventParams(addon, window.location.pathname),
+          });
+        }
       })
       .catch((error) => {
         _log.error(`Uninstall error: ${error}`);
diff --git a/src/amo/tracking.js b/src/amo/tracking.js
index b762219b17d..f4ec4c1ab3e 100644
--- a/src/amo/tracking.js
+++ b/src/amo/tracking.js
@@ -1,14 +1,18 @@
 /* @flow */
 /* global navigator, window */
+// GTM-based analytics tracking module.
+//
+// Uses `window.dataLayer.push()` to send events to Google Tag Manager (GTM).
+// The `Tracking` class is instantiated once as a singleton (exported at the
+// bottom of this file) and shared across the entire application.
+//
+// Also exports helper functions for building standardized GA4 event
+// parameters: `getAddonNameParam`, `getAddonEventParams`, and
+// `getAddonEventCategory`.
 import { oneLine } from 'common-tags';
 import config from 'config';
-import invariant from 'invariant';
-import { onCLS, onINP, onLCP } from 'web-vitals';
 
 import {
-  ADDON_TYPE_DICT,
-  ADDON_TYPE_EXTENSION,
-  ADDON_TYPE_LANG,
   ADDON_TYPE_STATIC_THEME,
   ENABLE_ACTION,
   ENABLE_EXTENSION_CATEGORY,
@@ -24,9 +28,6 @@ import {
   INSTALL_STARTED_EXTENSION_CATEGORY,
   INSTALL_STARTED_THEME_CATEGORY,
   INSTALL_THEME_CATEGORY,
-  TRACKING_TYPE_EXTENSION,
-  TRACKING_TYPE_INVALID,
-  TRACKING_TYPE_STATIC_THEME,
   UNINSTALL_ACTION,
   UNINSTALL_EXTENSION_CATEGORY,
   UNINSTALL_THEME_CATEGORY,
@@ -34,19 +35,20 @@ import {
 import log from 'amo/logger';
 import { convertBoolean } from 'amo/utils';
 
-type MakeTrackingEventDataParams = {|
-  action: string,
-  category: string,
-  label?: string,
-  value?: number,
-|};
-
 export type SendTrackingEventParams = {|
   _config?: typeof config,
-  sendSecondEventWithOverrides?: Object,
-  ...MakeTrackingEventDataParams,
+  category: string,
+  sendSecondEventWithOverrides?: {|
+    category?: string,
+    params?: Object,
+  |},
+  params?: Object,
 |};
 
+type TrackingEventDataParams = {
+  [string]: string | boolean | number,
+};
+
 type IsDoNoTrackEnabledParams = {
   _log: typeof log,
   _navigator: ?typeof navigator,
@@ -81,26 +83,15 @@ export function isDoNotTrackEnabled({
 type TrackingParams = {
   _config: typeof config,
   _isDoNotTrackEnabled: typeof isDoNotTrackEnabled,
-  _onCLS: typeof onCLS,
-  _onINP: typeof onINP,
-  _onLCP: typeof onLCP,
-};
-
-const makeTrackingEventData = ({
-  action,
-  category,
-  label,
-  value,
-}: MakeTrackingEventDataParams) => {
-  return {
-    eventAction: action,
-    eventCategory: category,
-    eventLabel: label,
-    eventValue: value,
-    hitType: 'event',
-  };
 };
 
+/*
+ * Singleton tracking class that wraps Google Tag Manager's dataLayer.
+ *
+ * A single instance is created at the bottom of this module and exported as
+ * the default export. All components import that instance rather than
+ * constructing their own.
+ */
 export class Tracking {
   _log: typeof log;
 
@@ -108,19 +99,11 @@ export class Tracking {
 
   trackingEnabled: boolean;
 
-  sendWebVitals: boolean;
-
-  // Tracking IDs for UA and GA4
-  id: string;
-
-  ga4Id: string;
+  gtmContainerId: string;
 
   constructor({
     _config = config,
     _isDoNotTrackEnabled = isDoNotTrackEnabled,
-    _onCLS = onCLS,
-    _onINP = onINP,
-    _onLCP = onLCP,
   }: TrackingParams = {}) {
     if (typeof window === 'undefined') {
       return;
@@ -128,14 +111,13 @@ export class Tracking {
 
     this._log = log;
     this.logPrefix = '[GA]'; // this gets updated below
-    this.id = _config.get('trackingId');
-    this.ga4Id = _config.get('ga4PropertyId');
+    this.gtmContainerId = _config.get('gtmContainerId');
 
     if (!convertBoolean(_config.get('trackingEnabled'))) {
       this.log('GA disabled because trackingEnabled was false');
       this.trackingEnabled = false;
-    } else if (!this.id && !this.ga4Id) {
-      this.log('GA Disabled because UA and GA4 trackingIds are empty');
+    } else if (!this.gtmContainerId) {
+      this.log('GA Disabled because gtmContainerId is empty');
       this.trackingEnabled = false;
     } else if (_isDoNotTrackEnabled()) {
       this.log(oneLine`Do Not Track Enabled; Google Analytics not
@@ -149,97 +131,20 @@ export class Tracking {
     this.logPrefix = `[GA: ${this.trackingEnabled ? 'ON' : 'OFF'}]`;
 
     if (this.trackingEnabled) {
-      // Create a Flow typed variable for `ga`.
-      declare var ga: {|
-        (string, string, ?string): void,
-        q: Array<string>,
-        l: number,
-      |};
-
-      /* eslint-disable */
-      // Snippet from Google UA docs: http://bit.ly/1O6Dsdh
-      window.ga =
-        window.ga ||
-        function () {
-          (ga.q = ga.q || []).push(arguments);
-        };
-      ga.l = +new Date();
-      /* eslint-enable */
-      ga('create', this.id, 'auto');
-      ga('set', 'transport', 'beacon');
-      if (convertBoolean(_config.get('trackingSendInitPageView'))) {
-        ga('send', 'pageview');
-      }
-      // Set a custom dimension; this allows us to tell which front-end
-      // (addons-frontend vs addons-server) is being used in analytics.
-      ga('set', 'dimension3', 'addons-frontend');
-
-      if (convertBoolean(_config.get('trackingSendWebVitals'))) {
-        this.log('trackingSendWebVitals is enabled');
-
-        // $FlowFixMe: Deal with method-unbinding error.
-        const sendWebVitalStats = this.sendWebVitalStats.bind(this);
-        _onCLS(sendWebVitalStats);
-        _onINP(sendWebVitalStats);
-        _onLCP(sendWebVitalStats);
-      }
-
-      // GA4 setup
       window.dataLayer = window.dataLayer || [];
-      const extraConfig = _config.get('ga4DebugMode')
-        ? { debug_mode: true }
-        : {};
-      // $FlowIgnore
-      this._ga4('js', new Date());
-      // $FlowIgnore
-      this._ga4('config', this.ga4Id, extraConfig);
+      // Bootstrap GTM: push the gtm.start timestamp so GTM knows when it
+      // was initialized. GTM replays any dataLayer items it finds on load.
+      // Guard against duplicate pushes when multiple Tracking instances are
+      // created (e.g. in tests or hot-reload scenarios).
+      if (!window.dataLayer.some((e) => e.event === 'gtm.js')) {
+        window.dataLayer.push({
+          'gtm.start': new Date().getTime(),
+          event: 'gtm.js',
+        });
+      }
     }
   }
 
-  sendWebVitalStats({
-    delta,
-    id,
-    name,
-    value,
-  }: {|
-    delta: number,
-    id: number,
-    name: string,
-    value: number,
-  |}) {
-    this.log('sendWebVitalStats', { delta, id, name, value });
-
-    // Google Analytics metrics must be integers, so the value is rounded.
-    // For CLS the value is first multiplied by 1000 for greater precision
-    // (note: increase the multiplier for greater precision if needed).
-    const adjustedDelta = Math.round(name === 'CLS' ? delta * 1000 : delta);
-
-    this._ga('send', 'event', {
-      eventCategory: 'Web Vitals',
-      eventAction: name,
-      // The `id` value will be unique to the current page load. When sending
-      // multiple values from the same page (e.g. for CLS), Google Analytics
-      // can compute a total by grouping on this ID (note: requires
-      // `eventLabel` to be a dimension in your report).
-      eventLabel: id,
-      eventValue: adjustedDelta,
-      // Use a non-interaction event to avoid affecting bounce rate.
-      nonInteraction: true,
-      // Use `sendBeacon()` if the browser supports it.
-      transport: 'beacon',
-    });
-
-    // Also send to GA4.
-    // See https://github.com/GoogleChrome/web-vitals#using-gtagjs-google-analytics-4
-    // $FlowIgnore
-    this._ga4('event', name, {
-      value: adjustedDelta,
-      metric_id: id,
-      metric_value: value,
-      metric_delta: adjustedDelta,
-    });
-  }
-
   log(message: string, obj?: Object) {
     if (this._log) {
       const pattern = typeof obj === 'undefined' ? '%s %s' : '%s %s: %o';
@@ -248,54 +153,35 @@ export class Tracking {
     }
   }
 
-  _ga(...args: Array<mixed>) {
+  // Low-level push to GTM's dataLayer, gated by `trackingEnabled`.
+  // All public methods route through here so that disabled tracking
+  // is handled in one place.
+  _pushToDataLayer(eventData: Object) {
     if (this.trackingEnabled) {
-      window.ga(...args);
-    }
-  }
-
-  _ga4() {
-    if (this.trackingEnabled) {
-      /* eslint-disable */
-      // $FlowIgnore
-      dataLayer.push(arguments);
-      /* eslint-enable */
+      window.dataLayer.push(eventData);
     }
   }
 
   /*
    * Param                            Type    Required  Description
-   * obj.action                       String  Yes       The type of interaction
-   *                                                    (e.g. click)
-   * obj.category                     String  Yes       Typically the object
-   *                                                    that was interacted
-   *                                                    with (e.g. button)
-   * obj.label                        String  No        Useful for categorizing
-   *                                                    events (e.g. nav
-   *                                                    buttons)
+   * obj.category                     String  Yes       The event name
+   *                                                    (e.g. amo_addon_installs_completed)
+   * obj.params                       Object  No        Additional event parameters
+   *                                                    (e.g. { extension_name, author, page_path })
    * obj.sendSecondEventWithOverrides Object  No        If passed, an extra
    *                                                    event will be sent
    *                                                    using the object's
    *                                                    properties as overrides
-   * obj.value      Number  No                          Values must be
-   *                                                    non-negative.
-   *                                                    Useful to pass counts
-   *                                                    (e.g. 4 times)
    */
   sendEvent({
     _config = config,
-    action,
     category,
-    label,
+    params,
     sendSecondEventWithOverrides,
-    value,
   }: SendTrackingEventParams) {
     if (!category) {
       throw new Error('sendEvent: category is required');
     }
-    if (!action) {
-      throw new Error('sendEvent: action is required');
-    }
 
     if (_config.get('server')) {
       // It is not possible to send GA events from the server, but a developer
@@ -304,83 +190,106 @@ export class Tracking {
       // moved.
       throw new Error('sendEvent: cannot send tracking events on the server');
     } else {
-      const trackingData = { action, category, label, value };
-      const data = makeTrackingEventData(trackingData);
-      this._ga('send', data);
-      // Also send the event to GA4
-      // $FlowIgnore
-      this._ga4('event', data.eventCategory, data);
+      // `params` is optional; callers may pass `undefined`, so we default
+      // to an empty object to keep the spread safe.
+      const baseParams: TrackingEventDataParams =
+        ((params: any): TrackingEventDataParams) || {};
+      const data: TrackingEventDataParams = {
+        ...baseParams,
+        event: category,
+      };
+      this._pushToDataLayer(data);
       this.log('sendEvent', data);
 
-      if (typeof sendSecondEventWithOverrides === 'object') {
-        const secondEventData = makeTrackingEventData({
-          ...trackingData,
-          ...sendSecondEventWithOverrides,
-        });
-        this._ga('send', secondEventData);
-        // Also send the event to GA4
-        // $FlowIgnore
-        this._ga4('event', secondEventData.eventCategory, secondEventData);
-        this.log('sendEvent', secondEventData);
+      if (sendSecondEventWithOverrides) {
+        const secondParams: TrackingEventDataParams =
+          ((sendSecondEventWithOverrides.params: any): TrackingEventDataParams) ||
+          {};
+        const secondData: TrackingEventDataParams = {
+          ...baseParams,
+          ...secondParams,
+          event: sendSecondEventWithOverrides.category || category,
+        };
+        this._pushToDataLayer(secondData);
+        this.log('sendEvent', secondData);
       }
     }
   }
 
-  /*
-   * Should be called when a view changes or a routing update.
-   * This is not needed by GA4.
-   */
-  setPage(page: string) {
-    if (!page) {
-      throw new Error('setPage: page is required');
-    }
-    this._ga('set', 'page', page);
-    this.log('setPage', page);
-  }
-
-  pageView(data: Object = {}) {
-    // See: https://developers.google.com/analytics/devguides/collection/analyticsjs/pages#pageview_fields
-    this._ga('send', { hitType: 'pageview', ...data });
-    this.log('pageView', data);
-  }
-
-  /*
-   * Can be called to set a dimension which will be sent with all subsequent
-   * calls to GA.
-   */
-  setDimension({ dimension, value }: {| dimension: string, value: string |}) {
-    invariant(dimension, 'A dimension is required');
-    invariant(value, 'A value is required');
-
-    this._ga('set', dimension, value);
-    this.log('set', { dimension, value });
-  }
-
   /*
    * Can be called to set user properties which will be sent with all subsequent
    * calls to GA4.
    */
   setUserProperties(props: { [string]: string }) {
     // $FlowIgnore
-    this._ga4('set', 'user_properties', props);
+    this._pushToDataLayer({
+      event: 'set_user_properties',
+      user_properties: props,
+    });
     this.log('setUserProperties', props);
   }
 }
 
-export function getAddonTypeForTracking(type: string): string {
-  return (
-    {
-      [ADDON_TYPE_DICT]: TRACKING_TYPE_EXTENSION,
-      [ADDON_TYPE_EXTENSION]: TRACKING_TYPE_EXTENSION,
-      [ADDON_TYPE_LANG]: TRACKING_TYPE_EXTENSION,
-      [ADDON_TYPE_STATIC_THEME]: TRACKING_TYPE_STATIC_THEME,
-    }[type] || TRACKING_TYPE_INVALID
-  );
+// Returns { extension_name: name } or { theme_name: name } based on addon type
+export function getAddonNameParam(addon: {
+  +name: string | null,
+  +type: string,
+  ...
+}): TrackingEventDataParams {
+  if (!addon.name) {
+    return {};
+  }
+  const isTheme = addon.type === ADDON_TYPE_STATIC_THEME;
+  return isTheme ? { theme_name: addon.name } : { extension_name: addon.name };
+}
+
+/*
+ * Build the standard parameter object for an addon-related GA4 event.
+ *
+ * Accepts a nullable `addon` and an optional `pagePath`:
+ *   - When `addon` is null/undefined, returns `{}` or `{ page_path }`.
+ *   - When `addon` is present, includes `extension_name` or `theme_name`
+ *     (via `getAddonNameParam`), the first author's name (if non-empty),
+ *     and the page path.
+ *
+ * Used by most components to build consistent event params for sendEvent().
+ */
+export function getAddonEventParams(
+  addon: ?{
+    +name: string,
+    +type: string,
+    +authors?: $ReadOnlyArray<{ +name: string, ... }>,
+    ...
+  },
+  pagePath?: string,
+): TrackingEventDataParams {
+  if (!addon) {
+    return pagePath ? { page_path: pagePath } : {};
+  }
+
+  const nameParam = getAddonNameParam(addon);
+  const author =
+    addon.authors && addon.authors.length > 0 && addon.authors[0].name
+      ? addon.authors[0].name
+      : undefined;
+  const eventParams: TrackingEventDataParams = { ...nameParam };
+  if (author) {
+    eventParams.author = author;
+  }
+  if (pagePath) {
+    eventParams.page_path = pagePath;
+  }
+
+  return eventParams;
 }
 
+// Maps an addon type and install action to the correct GA4 event category
+// string. Extensions and themes each have their own set of category constants
+// (e.g. `amo_addon_installs_completed` vs `amo_theme_installs_completed`).
+// The `default` case handles install-completed (no explicit action constant).
 export const getAddonEventCategory = (
   type: string,
-  installAction: string,
+  installAction?: string,
 ): string => {
   const isThemeType = ADDON_TYPE_STATIC_THEME === type;
 
@@ -408,4 +317,6 @@ export const getAddonEventCategory = (
   }
 };
 
+// Singleton instance: every module that imports `tracking` shares this one
+// instance, ensuring a single dataLayer and consistent tracking state.
 export default (new Tracking(): Tracking);
diff --git a/src/amo/withExperiment.js b/src/amo/withExperiment.js
index 7f242d4410e..6395ab735c4 100644
--- a/src/amo/withExperiment.js
+++ b/src/amo/withExperiment.js
@@ -1,4 +1,5 @@
 /* @flow */
+/* global window */
 import config from 'config';
 import invariant from 'invariant';
 import * as React from 'react';
@@ -65,14 +66,11 @@ import type { DispatchFunc } from 'amo/types/redux';
 // See https://github.com/mozilla/addons-frontend/issues/8515
 export const DEFAULT_COOKIE_MAX_AGE = 30 * 24 * 60 * 60;
 export const EXPERIMENT_COOKIE_NAME = 'frontend_active_experiments';
-export const EXPERIMENT_ENROLLMENT_CATEGORY = 'AMO Experiment Enrollment -';
+export const EXPERIMENT_ENROLLMENT_CATEGORY = 'amo_experiment_enrollment';
 // This is a special variant value that indicates the the user is not enrolled
 // in the experiment.
 export const NOT_IN_EXPERIMENT = 'notInExperiment';
 export const EXPERIMENT_ID_REGEXP: RegExp = /\d{8}_amo_.+/;
-// The GA custom dimensions used for experimentId and variation.
-export const EXPERIMENT_ID_GA_DIMENSION = 'dimension8';
-export const EXPERIMENT_VARIATION_GA_DIMENSION = 'dimension9';
 
 // https://github.com/reactivestack/cookies/tree/f9beead40a6bebac475d9bf17c1da55418d26751/packages/react-cookie#setcookiename-value-options
 type CookieConfig = {|
@@ -284,8 +282,12 @@ export const withExperiment =
             // Send an enrollment event.
             _tracking.sendEvent({
               _config,
-              action: variant,
-              category: [EXPERIMENT_ENROLLMENT_CATEGORY, id].join(' '),
+              category: EXPERIMENT_ENROLLMENT_CATEGORY,
+              params: {
+                page_path: window.location.pathname,
+                experiment_id: id,
+                experiment_variant: variant,
+              },
             });
           }
         }
@@ -298,17 +300,8 @@ export const withExperiment =
           );
         }
 
-        // If the user is enrolled in a branch, set the GA custom dimensions
-        // and GA4 user properties.
+        // If the user is enrolled in a branch, set the GA4 user properties.
         if (variant && variant !== NOT_IN_EXPERIMENT) {
-          _tracking.setDimension({
-            dimension: EXPERIMENT_ID_GA_DIMENSION,
-            value: id,
-          });
-          _tracking.setDimension({
-            dimension: EXPERIMENT_VARIATION_GA_DIMENSION,
-            value: variant,
-          });
           _tracking.setUserProperties({
             experimentId: id,
             experimentVariation: variant,
diff --git a/src/blog-utils/tracking.js b/src/blog-utils/tracking.js
index 04eb8eb4e18..f4eb9a41876 100644
--- a/src/blog-utils/tracking.js
+++ b/src/blog-utils/tracking.js
@@ -1,9 +1,5 @@
 // This is a no-op tracking implementation.
 export default {
   sendEvent() {},
-  pageView() {},
-  setPage() {},
-  setDimension() {},
   setUserProperties() {},
-  sendWebVitalStats() {},
 };
diff --git a/tests/unit/amo/client/test_base.js b/tests/unit/amo/client/test_base.js
index 13490c918d2..bce93a1eb62 100644
--- a/tests/unit/amo/client/test_base.js
+++ b/tests/unit/amo/client/test_base.js
@@ -4,7 +4,6 @@ import serialize from 'serialize-javascript';
 import createAmoStore from 'amo/store';
 import createClient from 'amo/client/base';
 import { loadedPageIsAnonymous } from 'amo/reducers/site';
-import { createFakeTracking } from 'tests/unit/helpers';
 
 describe(__filename, () => {
   describe('createClient()', () => {
@@ -37,17 +36,6 @@ describe(__filename, () => {
       expect(props).toHaveProperty('store', storeResult.store);
     });
 
-    it('updates the tracking page on location change', async () => {
-      const _tracking = createFakeTracking();
-      const { connectedHistory } = await _createClient({ _tracking });
-      const pathname = '/foo';
-
-      connectedHistory.push({ pathname });
-
-      expect(_tracking.setPage).toHaveBeenCalledWith(pathname);
-      expect(_tracking.pageView).toHaveBeenCalledWith({ title: '' });
-    });
-
     it('creates a browser history', async () => {
       const _createBrowserHistory = sinon.spy(createBrowserHistory);
 
diff --git a/tests/unit/amo/components/TestInstallButtonWrapper.js b/tests/unit/amo/components/TestInstallButtonWrapper.js
index 804b1ee1aae..4dd42d74098 100644
--- a/tests/unit/amo/components/TestInstallButtonWrapper.js
+++ b/tests/unit/amo/components/TestInstallButtonWrapper.js
@@ -1,17 +1,16 @@
+/* global window */
 import * as React from 'react';
 import { waitFor } from '@testing-library/react';
 import userEvent from '@testing-library/user-event';
 import { encode } from 'universal-base64url';
 
 import {
-  GET_FIREFOX_BUTTON_CLICK_ACTION,
   GET_FIREFOX_BUTTON_CLICK_CATEGORY,
   getDownloadLink,
   getDownloadCampaign,
 } from 'amo/components/GetFirefoxButton';
 import InstallButtonWrapper from 'amo/components/InstallButtonWrapper';
 import {
-  ADDON_TYPE_DICT,
   ADDON_TYPE_EXTENSION,
   ADDON_TYPE_STATIC_THEME,
   ALL_PROMOTED_CATEGORIES,
@@ -38,7 +37,6 @@ import {
   INACTIVE,
   INSTALLED,
   INSTALLING,
-  INSTALL_ACTION,
   INSTALL_CANCELLED,
   INSTALL_CANCELLED_ACTION,
   INSTALL_DOWNLOAD_FAILED_ACTION,
@@ -49,7 +47,6 @@ import {
   RECOMMENDED,
   SET_ENABLE_NOT_AVAILABLE,
   START_DOWNLOAD,
-  TRACKING_TYPE_INVALID,
   UNINSTALLED,
   UNINSTALLING,
   UNINSTALL_ACTION,
@@ -58,8 +55,8 @@ import { makeProgressHandler } from 'amo/installAddon';
 import { setInstallError, setInstallState } from 'amo/reducers/installations';
 import { loadVersions } from 'amo/reducers/versions';
 import tracking, {
-  getAddonTypeForTracking,
   getAddonEventCategory,
+  getAddonEventParams,
 } from 'amo/tracking';
 import {
   createFakeTracking,
@@ -642,9 +639,11 @@ describe(__filename, () => {
 
         expect(tracking.sendEvent).toHaveBeenCalledTimes(1);
         expect(tracking.sendEvent).toHaveBeenCalledWith({
-          action: GET_FIREFOX_BUTTON_CLICK_ACTION,
           category: GET_FIREFOX_BUTTON_CLICK_CATEGORY,
-          label: addon.guid,
+          params: expect.objectContaining({
+            page_path: window.location.pathname,
+            trusted: expect.any(Boolean),
+          }),
         });
       });
     });
@@ -941,12 +940,14 @@ describe(__filename, () => {
     });
 
     describe('makeProgressHandler', () => {
+      const fakeProgressAddon = createInternalAddonWithLang(fakeAddon);
+
       const createProgressHandler = (props = {}) => {
         return makeProgressHandler({
           _tracking: createFakeTracking(),
           dispatch: jest.fn(),
           guid: 'some-guid',
-          name: 'some-name',
+          addon: fakeProgressAddon,
           type: ADDON_TYPE_EXTENSION,
           ...props,
         });
@@ -972,13 +973,11 @@ describe(__filename, () => {
         const _tracking = createFakeTracking();
         const dispatch = jest.fn();
         const guid = '{my-addon}';
-        const name = 'my-addon';
         const type = ADDON_TYPE_EXTENSION;
         const handler = createProgressHandler({
           _tracking,
           dispatch,
           guid,
-          name,
           type,
         });
 
@@ -989,9 +988,11 @@ describe(__filename, () => {
           payload: { guid, error: DOWNLOAD_FAILED },
         });
         expect(_tracking.sendEvent).toHaveBeenCalledWith({
-          action: getAddonTypeForTracking(type),
           category: getAddonEventCategory(type, INSTALL_DOWNLOAD_FAILED_ACTION),
-          label: guid,
+          params: getAddonEventParams(
+            fakeProgressAddon,
+            window.location.pathname,
+          ),
         });
       });
 
@@ -1013,13 +1014,11 @@ describe(__filename, () => {
         const _tracking = createFakeTracking();
         const dispatch = jest.fn();
         const guid = '{my-addon}';
-        const name = 'my-addon';
         const type = ADDON_TYPE_EXTENSION;
         const handler = createProgressHandler({
           _tracking,
           dispatch,
           guid,
-          name,
           type,
         });
 
@@ -1030,9 +1029,11 @@ describe(__filename, () => {
           payload: { guid },
         });
         expect(_tracking.sendEvent).toHaveBeenCalledWith({
-          action: getAddonTypeForTracking(type),
           category: getAddonEventCategory(type, INSTALL_CANCELLED_ACTION),
-          label: guid,
+          params: getAddonEventParams(
+            fakeProgressAddon,
+            window.location.pathname,
+          ),
         });
       });
 
@@ -1063,13 +1064,11 @@ describe(__filename, () => {
         const _tracking = createFakeTracking();
         const dispatch = jest.fn();
         const guid = '{my-addon}';
-        const name = 'my-addon';
         const type = ADDON_TYPE_EXTENSION;
         const handler = createProgressHandler({
           _tracking,
           dispatch,
           guid,
-          name,
           type,
         });
 
@@ -1112,9 +1111,11 @@ describe(__filename, () => {
         expect(_addonManager.enable).toHaveBeenCalledWith(addon.guid);
 
         expect(fakeTracking.sendEvent).toHaveBeenCalledWith({
-          action: getAddonTypeForTracking(ADDON_TYPE_EXTENSION),
           category: getAddonEventCategory(ADDON_TYPE_EXTENSION, ENABLE_ACTION),
-          label: addon.guid,
+          params: getAddonEventParams(
+            createInternalAddonWithLang(addon),
+            window.location.pathname,
+          ),
         });
       });
 
@@ -1270,12 +1271,17 @@ describe(__filename, () => {
 
         expect(fakeTracking.sendEvent).toHaveBeenCalledTimes(1);
         expect(fakeTracking.sendEvent).toHaveBeenCalledWith({
-          action: getAddonTypeForTracking(ADDON_TYPE_EXTENSION),
           category: getAddonEventCategory(
             ADDON_TYPE_EXTENSION,
             INSTALL_STARTED_ACTION,
           ),
-          label: addon.guid,
+          params: {
+            ...getAddonEventParams(
+              createInternalAddonWithLang(addon),
+              window.location.pathname,
+            ),
+            trusted: false,
+          },
         });
       });
 
@@ -1287,12 +1293,6 @@ describe(__filename, () => {
           ...fakeAddon,
           promoted: { apps: [CLIENT_APP_ANDROID], category: RECOMMENDED },
         },
-        // A non-extension which is promoted.
-        {
-          ...fakeAddon,
-          promoted: { apps: [CLIENT_APP_FIREFOX], category: RECOMMENDED },
-          type: ADDON_TYPE_DICT,
-        },
       ])('tracks an untrusted addon install', async (addonOverride) => {
         addon = addonOverride;
         _dispatchClientMetadata({ clientApp: CLIENT_APP_FIREFOX });
@@ -1318,17 +1318,27 @@ describe(__filename, () => {
           expect(fakeTracking.sendEvent).toHaveBeenCalledTimes(2),
         );
         expect(fakeTracking.sendEvent).toHaveBeenCalledWith({
-          action: getAddonTypeForTracking(ADDON_TYPE_EXTENSION),
           category: getAddonEventCategory(
             ADDON_TYPE_EXTENSION,
             INSTALL_STARTED_ACTION,
           ),
-          label: addon.guid,
+          params: {
+            ...getAddonEventParams(
+              createInternalAddonWithLang(addon),
+              window.location.pathname,
+            ),
+            trusted: false,
+          },
         });
         expect(fakeTracking.sendEvent).toHaveBeenCalledWith({
-          action: getAddonTypeForTracking(ADDON_TYPE_EXTENSION),
-          category: getAddonEventCategory(ADDON_TYPE_EXTENSION, INSTALL_ACTION),
-          label: addon.guid,
+          category: getAddonEventCategory(ADDON_TYPE_EXTENSION),
+          params: {
+            ...getAddonEventParams(
+              createInternalAddonWithLang(addon),
+              window.location.pathname,
+            ),
+            trusted: false,
+          },
         });
       });
 
@@ -1361,25 +1371,37 @@ describe(__filename, () => {
             expect(fakeTracking.sendEvent).toHaveBeenCalledTimes(3),
           );
           expect(fakeTracking.sendEvent).toHaveBeenCalledWith({
-            action: getAddonTypeForTracking(ADDON_TYPE_EXTENSION),
             category: getAddonEventCategory(
               ADDON_TYPE_EXTENSION,
               INSTALL_STARTED_ACTION,
             ),
-            label: addon.guid,
+            params: {
+              ...getAddonEventParams(
+                createInternalAddonWithLang(addon),
+                window.location.pathname,
+              ),
+              trusted: true,
+            },
           });
           expect(fakeTracking.sendEvent).toHaveBeenCalledWith({
-            action: getAddonTypeForTracking(ADDON_TYPE_EXTENSION),
-            category: getAddonEventCategory(
-              ADDON_TYPE_EXTENSION,
-              INSTALL_ACTION,
-            ),
-            label: addon.guid,
+            category: getAddonEventCategory(ADDON_TYPE_EXTENSION),
+            params: {
+              ...getAddonEventParams(
+                createInternalAddonWithLang(addon),
+                window.location.pathname,
+              ),
+              trusted: true,
+            },
           });
           expect(fakeTracking.sendEvent).toHaveBeenCalledWith({
-            action: category,
             category: INSTALL_TRUSTED_EXTENSION_CATEGORY,
-            label: addon.guid,
+            params: {
+              ...getAddonEventParams(
+                createInternalAddonWithLang(addon),
+                window.location.pathname,
+              ),
+              trusted: true,
+            },
           });
         },
       );
@@ -1408,12 +1430,17 @@ describe(__filename, () => {
 
         expect(fakeTracking.sendEvent).toHaveBeenCalledTimes(1);
         expect(fakeTracking.sendEvent).toHaveBeenCalledWith({
-          action: getAddonTypeForTracking(ADDON_TYPE_STATIC_THEME),
           category: getAddonEventCategory(
             ADDON_TYPE_STATIC_THEME,
             INSTALL_STARTED_ACTION,
           ),
-          label: addon.guid,
+          params: {
+            ...getAddonEventParams(
+              createInternalAddonWithLang(addon),
+              window.location.pathname,
+            ),
+            trusted: false,
+          },
         });
       });
 
@@ -1451,20 +1478,27 @@ describe(__filename, () => {
           expect(fakeTracking.sendEvent).toHaveBeenCalledTimes(2),
         );
         expect(fakeTracking.sendEvent).toHaveBeenCalledWith({
-          action: getAddonTypeForTracking(ADDON_TYPE_STATIC_THEME),
           category: getAddonEventCategory(
             ADDON_TYPE_STATIC_THEME,
             INSTALL_STARTED_ACTION,
           ),
-          label: addon.guid,
+          params: {
+            ...getAddonEventParams(
+              createInternalAddonWithLang(addon),
+              window.location.pathname,
+            ),
+            trusted: expect.any(Boolean),
+          },
         });
         expect(fakeTracking.sendEvent).toHaveBeenCalledWith({
-          action: getAddonTypeForTracking(ADDON_TYPE_STATIC_THEME),
-          category: getAddonEventCategory(
-            ADDON_TYPE_STATIC_THEME,
-            INSTALL_ACTION,
-          ),
-          label: addon.guid,
+          category: getAddonEventCategory(ADDON_TYPE_STATIC_THEME),
+          params: {
+            ...getAddonEventParams(
+              createInternalAddonWithLang(addon),
+              window.location.pathname,
+            ),
+            trusted: expect.any(Boolean),
+          },
         });
       });
 
@@ -1591,12 +1625,14 @@ describe(__filename, () => {
         expect(_addonManager.uninstall).toHaveBeenCalledWith(addon.guid);
 
         expect(fakeTracking.sendEvent).toHaveBeenCalledWith({
-          action: getAddonTypeForTracking(ADDON_TYPE_EXTENSION),
           category: getAddonEventCategory(
             ADDON_TYPE_EXTENSION,
             UNINSTALL_ACTION,
           ),
-          label: addon.guid,
+          params: getAddonEventParams(
+            createInternalAddonWithLang(addon),
+            window.location.pathname,
+          ),
         });
       });
 
@@ -1619,12 +1655,14 @@ describe(__filename, () => {
         expect(_addonManager.uninstall).toHaveBeenCalledWith(addon.guid);
 
         expect(fakeTracking.sendEvent).toHaveBeenCalledWith({
-          action: getAddonTypeForTracking(ADDON_TYPE_STATIC_THEME),
           category: getAddonEventCategory(
             ADDON_TYPE_STATIC_THEME,
             UNINSTALL_ACTION,
           ),
-          label: addon.guid,
+          params: getAddonEventParams(
+            createInternalAddonWithLang(addon),
+            window.location.pathname,
+          ),
         });
       });
 
@@ -1647,9 +1685,11 @@ describe(__filename, () => {
         expect(_addonManager.uninstall).toHaveBeenCalledWith(addon.guid);
 
         expect(fakeTracking.sendEvent).toHaveBeenCalledWith({
-          action: TRACKING_TYPE_INVALID,
           category: getAddonEventCategory(INVALID_TYPE, UNINSTALL_ACTION),
-          label: addon.guid,
+          params: getAddonEventParams(
+            createInternalAddonWithLang(addon),
+            window.location.pathname,
+          ),
         });
       });
     });
diff --git a/tests/unit/amo/components/TestPage-VPNPromoBanner.js b/tests/unit/amo/components/TestPage-VPNPromoBanner.js
index 553b9dd9b04..0fba796833b 100644
--- a/tests/unit/amo/components/TestPage-VPNPromoBanner.js
+++ b/tests/unit/amo/components/TestPage-VPNPromoBanner.js
@@ -24,7 +24,6 @@ jest.mock('config');
 // We need this to avoid firing sendEvent during tests, which will throw.
 jest.mock('amo/tracking', () => ({
   sendEvent: jest.fn(),
-  setDimension: jest.fn(),
   setUserProperties: jest.fn(),
 }));
 
diff --git a/tests/unit/amo/components/TestPage.js b/tests/unit/amo/components/TestPage.js
index 5b4be2e82cd..e3031337a73 100644
--- a/tests/unit/amo/components/TestPage.js
+++ b/tests/unit/amo/components/TestPage.js
@@ -8,11 +8,9 @@ import { setViewContext } from 'amo/actions/viewContext';
 import { logOutFromServer } from 'amo/api';
 import Page from 'amo/components/Page';
 import {
-  GET_FIREFOX_BANNER_CLICK_ACTION,
-  GET_FIREFOX_BANNER_DISMISS_ACTION,
+  GET_FIREFOX_BANNER_CLICK_CATEGORY,
   GET_FIREFOX_BANNER_DISMISS_CATEGORY,
 } from 'amo/components/GetFirefoxBanner';
-import { GET_FIREFOX_BUTTON_CLICK_CATEGORY } from 'amo/components/GetFirefoxButton';
 import {
   ADDONS_REVIEW,
   ADDON_TYPE_EXTENSION,
@@ -368,8 +366,8 @@ describe(__filename, () => {
 
         expect(tracking.sendEvent).toHaveBeenCalledTimes(1);
         expect(tracking.sendEvent).toHaveBeenCalledWith({
-          action: GET_FIREFOX_BANNER_CLICK_ACTION,
-          category: GET_FIREFOX_BUTTON_CLICK_CATEGORY,
+          category: GET_FIREFOX_BANNER_CLICK_CATEGORY,
+          params: { page_path: window.location.pathname },
         });
       });
 
@@ -382,8 +380,8 @@ describe(__filename, () => {
 
         expect(tracking.sendEvent).toHaveBeenCalledTimes(1);
         expect(tracking.sendEvent).toHaveBeenCalledWith({
-          action: GET_FIREFOX_BANNER_DISMISS_ACTION,
           category: GET_FIREFOX_BANNER_DISMISS_CATEGORY,
+          params: { page_path: window.location.pathname },
         });
       });
     });
@@ -449,8 +447,8 @@ describe(__filename, () => {
 
         expect(tracking.sendEvent).toHaveBeenCalledTimes(1);
         expect(tracking.sendEvent).toHaveBeenCalledWith({
-          action: GET_FIREFOX_BANNER_CLICK_ACTION,
-          category: GET_FIREFOX_BUTTON_CLICK_CATEGORY,
+          category: GET_FIREFOX_BANNER_CLICK_CATEGORY,
+          params: { page_path: window.location.pathname },
         });
       });
 
@@ -463,8 +461,8 @@ describe(__filename, () => {
 
         expect(tracking.sendEvent).toHaveBeenCalledTimes(1);
         expect(tracking.sendEvent).toHaveBeenCalledWith({
-          action: GET_FIREFOX_BANNER_DISMISS_ACTION,
           category: GET_FIREFOX_BANNER_DISMISS_CATEGORY,
+          params: { page_path: window.location.pathname },
         });
       });
     });
diff --git a/tests/unit/amo/components/TestServerHtml.js b/tests/unit/amo/components/TestServerHtml.js
index 6bb113e91e1..7208ec8b482 100644
--- a/tests/unit/amo/components/TestServerHtml.js
+++ b/tests/unit/amo/components/TestServerHtml.js
@@ -67,36 +67,24 @@ describe(__filename, () => {
     ).toBeInTheDocument();
   });
 
-  it('renders GA scripts when trackingEnabled is true', () => {
+  it('renders GTM external script in head when trackingEnabled is true', () => {
     render({ trackingEnabled: true });
 
-    const ga = getElement(
-      'script[src="https://www.google-analytics.com/analytics.js"]',
+    const gtmContainerId = config.get('gtmContainerId');
+    const gtmScript = getElement(
+      `head script[src="https://www.googletagmanager.com/gtm.js?id=${gtmContainerId}"]`,
     );
-    expect(ga).toHaveAttribute('async');
-    const ga4 = getElement(
-      `script[src="https://www.googletagmanager.com/gtag/js?id=${config.get(
-        'ga4PropertyId',
-      )}"]`,
-    );
-    expect(ga4).toHaveAttribute('async');
+    expect(gtmScript).toBeInTheDocument();
+    expect(gtmScript).toHaveAttribute('async');
   });
 
-  it("doesn't render GA scripts when trackingEnabled is false", () => {
+  it("doesn't render GTM script when trackingEnabled is false", () => {
     render({ trackingEnabled: false });
 
-    expect(
-      getElements(
-        'script[src="https://www.google-analytics.com/analytics.js"]',
-      ),
-    ).toHaveLength(0);
-    expect(
-      getElements(
-        `script[src="https://www.googletagmanager.com/gtag/js?id=${config.get(
-          'ga4PropertyId',
-        )}"]`,
-      ),
-    ).toHaveLength(0);
+    const gtmScript = document.querySelector(
+      'head script[src*="googletagmanager.com/gtm.js"]',
+    );
+    expect(gtmScript).toBeNull();
   });
 
   it('renders css provided', () => {
diff --git a/tests/unit/amo/components/TestVPNPromoBanner.js b/tests/unit/amo/components/TestVPNPromoBanner.js
index 19c03f3ea59..7f67e5dbe63 100644
--- a/tests/unit/amo/components/TestVPNPromoBanner.js
+++ b/tests/unit/amo/components/TestVPNPromoBanner.js
@@ -1,3 +1,4 @@
+/* global window */
 import * as React from 'react';
 import { Route } from 'react-router-dom';
 import userEvent from '@testing-library/user-event';
@@ -5,10 +6,9 @@ import userEvent from '@testing-library/user-event';
 import VPNPromoBanner, {
   IMPRESSION_COUNT_KEY,
   VPN_PROMO_CAMPAIGN,
-  VPN_PROMO_CATEGORY,
-  VPN_PROMO_CLICK_ACTION,
-  VPN_PROMO_DISMISS_ACTION,
-  VPN_PROMO_IMPRESSION_ACTION,
+  VPN_PROMO_CLICK_CATEGORY,
+  VPN_PROMO_DISMISS_CATEGORY,
+  VPN_PROMO_IMPRESSION_CATEGORY,
   VPN_URL,
 } from 'amo/components/VPNPromoBanner';
 import {
@@ -259,7 +259,7 @@ describe(__filename, () => {
   });
 
   describe('tracking', () => {
-    it('sends a tracking event when the cta is clicked', async () => {
+    it('sends a vpn_promo_click tracking event when the cta is clicked', async () => {
       const impressionCount = '5';
       const _localStorage = createFakeLocalStorage({
         getItem: jest.fn().mockReturnValue(impressionCount),
@@ -269,15 +269,14 @@ describe(__filename, () => {
       await clickCta();
 
       expect(_tracking.sendEvent).toHaveBeenCalledWith({
-        action: VPN_PROMO_CLICK_ACTION,
-        category: VPN_PROMO_CATEGORY,
-        label: impressionCount,
+        category: VPN_PROMO_CLICK_CATEGORY,
+        params: { page_path: window.location.pathname },
       });
-      // One event is the impression.
+      // One event is the impression, one is the click.
       expect(_tracking.sendEvent).toHaveBeenCalledTimes(2);
     });
 
-    it('sends a tracking event when the dismiss button is clicked', async () => {
+    it('sends a vpn_promo_dismiss tracking event when the dismiss button is clicked', async () => {
       const impressionCount = '5';
       const _localStorage = createFakeLocalStorage({
         getItem: jest.fn().mockReturnValue(impressionCount),
@@ -287,15 +286,14 @@ describe(__filename, () => {
       await clickDismiss();
 
       expect(_tracking.sendEvent).toHaveBeenCalledWith({
-        action: VPN_PROMO_DISMISS_ACTION,
-        category: VPN_PROMO_CATEGORY,
-        label: impressionCount,
+        category: VPN_PROMO_DISMISS_CATEGORY,
+        params: { page_path: window.location.pathname },
       });
-      // One event is the impression.
+      // One event is the impression, one is the dismiss.
       expect(_tracking.sendEvent).toHaveBeenCalledTimes(2);
     });
 
-    it('sends a tracking event and increases the count for the impression on mount', () => {
+    it('sends a vpn_promo_impression tracking event and increases the count on mount', () => {
       const impressionCount = '5';
       const nextImpressionCount = 6;
       const _localStorage = createFakeLocalStorage({
@@ -305,9 +303,8 @@ describe(__filename, () => {
       render({ _tracking, _localStorage });
 
       expect(_tracking.sendEvent).toHaveBeenCalledWith({
-        action: VPN_PROMO_IMPRESSION_ACTION,
-        category: VPN_PROMO_CATEGORY,
-        label: String(nextImpressionCount),
+        category: VPN_PROMO_IMPRESSION_CATEGORY,
+        params: { page_path: window.location.pathname },
       });
       expect(_tracking.sendEvent).toHaveBeenCalledTimes(1);
       expect(_localStorage.setItem).toHaveBeenCalledWith(
@@ -340,7 +337,7 @@ describe(__filename, () => {
       expect(_tracking.sendEvent).not.toHaveBeenCalled();
     });
 
-    it('sends a tracking event and increases the count for the impression on update', async () => {
+    it('sends a vpn_promo_impression tracking event and increases the count on update', async () => {
       const impressionCount = '5';
       const nextImpressionCount = 6;
       const _localStorage = createFakeLocalStorage({
@@ -358,9 +355,8 @@ describe(__filename, () => {
       });
 
       expect(_tracking.sendEvent).toHaveBeenCalledWith({
-        action: VPN_PROMO_IMPRESSION_ACTION,
-        category: VPN_PROMO_CATEGORY,
-        label: String(nextImpressionCount),
+        category: VPN_PROMO_IMPRESSION_CATEGORY,
+        params: { page_path: window.location.pathname },
       });
       expect(_tracking.sendEvent).toHaveBeenCalledTimes(1);
 
diff --git a/tests/unit/amo/pages/TestAddon-AddonSuggestions.js b/tests/unit/amo/pages/TestAddon-AddonSuggestions.js
index 2e394c908a7..1cf4a72a6c1 100644
--- a/tests/unit/amo/pages/TestAddon-AddonSuggestions.js
+++ b/tests/unit/amo/pages/TestAddon-AddonSuggestions.js
@@ -25,7 +25,7 @@ import {
   fetchSuggestions,
   loadSuggestions,
 } from 'amo/reducers/suggestions';
-import tracking, { getAddonTypeForTracking } from 'amo/tracking';
+import tracking from 'amo/tracking';
 import {
   changeLocation,
   createFailedErrorHandler,
@@ -424,9 +424,10 @@ describe(__filename, () => {
 
       expect(tracking.sendEvent).toHaveBeenCalledTimes(1);
       expect(tracking.sendEvent).toHaveBeenCalledWith({
-        action: getAddonTypeForTracking(addon.type),
         category: SUGGESTIONS_CLICK_CATEGORY,
-        label: addon.guid,
+        params: expect.objectContaining({
+          extension_name: suggestedAddonName,
+        }),
       });
     });
 
diff --git a/tests/unit/amo/pages/TestAddon.js b/tests/unit/amo/pages/TestAddon.js
index 8a3a0014004..8357b62987b 100644
--- a/tests/unit/amo/pages/TestAddon.js
+++ b/tests/unit/amo/pages/TestAddon.js
@@ -1,3 +1,4 @@
+/* global window */
 import { LOCATION_CHANGE } from 'redux-first-history';
 import config from 'config';
 import serialize from 'serialize-javascript';
@@ -8,10 +9,7 @@ import { createAddonReview, setLatestReview } from 'amo/actions/reviews';
 import { setViewContext } from 'amo/actions/viewContext';
 import { getAddon } from 'amo/addonManager';
 import { TAAR_IMPRESSION_CATEGORY } from 'amo/components/AddonRecommendations';
-import {
-  CONTRIBUTE_BUTTON_CLICK_ACTION,
-  CONTRIBUTE_BUTTON_CLICK_CATEGORY,
-} from 'amo/components/ContributeCard';
+import { CONTRIBUTE_BUTTON_CLICK_CATEGORY } from 'amo/components/ContributeCard';
 import {
   ADDONS_CONTENT_REVIEW,
   ADDONS_EDIT,
@@ -122,7 +120,6 @@ jest.mock('amo/addonManager', () => ({
 jest.mock('amo/tracking', () => ({
   ...jest.requireActual('amo/tracking'),
   sendEvent: jest.fn(),
-  setDimension: jest.fn(),
   setUserProperties: jest.fn(),
 }));
 
@@ -1889,9 +1886,11 @@ describe(__filename, () => {
 
       expect(tracking.sendEvent).toHaveBeenCalledTimes(1);
       expect(tracking.sendEvent).toHaveBeenCalledWith({
-        action: CONTRIBUTE_BUTTON_CLICK_ACTION,
         category: CONTRIBUTE_BUTTON_CLICK_CATEGORY,
-        label: addon.guid,
+        params: expect.objectContaining({
+          page_path: window.location.pathname,
+          trusted: expect.any(Boolean),
+        }),
       });
     });
   });
@@ -2593,7 +2592,6 @@ describe(__filename, () => {
     });
 
     it('should send a GA ping when recommendations are loaded', async () => {
-      const fallbackReason = 'timeout';
       const outcome = OUTCOME_RECOMMENDED_FALLBACK;
       renderWithAddon();
 
@@ -2601,21 +2599,22 @@ describe(__filename, () => {
 
       doLoadRecommendations({
         outcome,
-        fallbackReason,
+        fallbackReason: 'timeout',
       });
 
       await waitFor(() => {
         expect(tracking.sendEvent).toHaveBeenCalledTimes(1);
       });
       expect(tracking.sendEvent).toHaveBeenCalledWith({
-        action: `${outcome}-${fallbackReason}`,
         category: TAAR_IMPRESSION_CATEGORY,
-        label: addon.guid,
+        params: expect.objectContaining({
+          extension_name: defaultAddonName,
+          author: authorName,
+        }),
       });
     });
 
     it('should send a GA ping without a fallback', async () => {
-      const fallbackReason = null;
       const outcome = OUTCOME_RECOMMENDED;
       renderWithAddon();
 
@@ -2623,16 +2622,18 @@ describe(__filename, () => {
 
       doLoadRecommendations({
         outcome,
-        fallbackReason,
+        fallbackReason: null,
       });
 
       await waitFor(() => {
         expect(tracking.sendEvent).toHaveBeenCalledTimes(1);
       });
       expect(tracking.sendEvent).toHaveBeenCalledWith({
-        action: outcome,
         category: TAAR_IMPRESSION_CATEGORY,
-        label: addon.guid,
+        params: expect.objectContaining({
+          extension_name: defaultAddonName,
+          author: authorName,
+        }),
       });
     });
 
diff --git a/tests/unit/amo/pages/TestHome.js b/tests/unit/amo/pages/TestHome.js
index 78134421cb9..75ba64a3b22 100644
--- a/tests/unit/amo/pages/TestHome.js
+++ b/tests/unit/amo/pages/TestHome.js
@@ -1,13 +1,11 @@
+/* global window */
 import { LOCATION_CHANGE } from 'redux-first-history';
 import { waitFor } from '@testing-library/react';
 import userEvent from '@testing-library/user-event';
 
 import { setViewContext } from 'amo/actions/viewContext';
 import {
-  PRIMARY_HERO_CLICK_ACTION,
   PRIMARY_HERO_CLICK_CATEGORY,
-  PRIMARY_HERO_EXTERNAL_LABEL,
-  PRIMARY_HERO_IMPRESSION_ACTION,
   PRIMARY_HERO_IMPRESSION_CATEGORY,
   PRIMARY_HERO_SRC,
 } from 'amo/components/HeroRecommendation';
@@ -17,10 +15,8 @@ import {
   HOMESHELVES_ENDPOINT_RANDOM_TAG,
 } from 'amo/components/HomepageShelves';
 import {
-  SECONDARY_HERO_CLICK_ACTION,
   SECONDARY_HERO_CLICK_CATEGORY,
   SECONDARY_HERO_SRC,
-  makeCallToActionURL,
 } from 'amo/components/SecondaryHero';
 import {
   ADDON_TYPE_EXTENSION,
@@ -45,7 +41,7 @@ import {
 } from 'amo/reducers/home';
 import { loadSiteStatus } from 'amo/reducers/site';
 import tracking from 'amo/tracking';
-import { checkInternalURL, stripLangFromAmoUrl } from 'amo/utils';
+import { checkInternalURL } from 'amo/utils';
 import { getCategoryResultsPathname } from 'amo/utils/categories';
 import { addQueryParams } from 'amo/utils/url';
 import {
@@ -68,7 +64,6 @@ import {
 jest.mock('amo/utils', () => ({
   ...jest.requireActual('amo/utils'),
   checkInternalURL: jest.fn().mockReturnValue({ isInternal: false }),
-  stripLangFromAmoUrl: jest.fn((urlString) => urlString),
 }));
 
 jest.mock('amo/tracking', () => ({
@@ -224,8 +219,6 @@ describe(__filename, () => {
     });
 
     it('sends a tracking event when the cta is clicked', async () => {
-      const strippedUrl = '/a/different/url';
-      stripLangFromAmoUrl.mockReturnValue(strippedUrl);
       const cta = { text: 'cta text', url: '/some/url', outgoing: '/out/url' };
       renderWithHomeData({ secondaryProps: { cta } });
 
@@ -234,9 +227,8 @@ describe(__filename, () => {
 
       expect(tracking.sendEvent).toHaveBeenCalledTimes(1);
       expect(tracking.sendEvent).toHaveBeenCalledWith({
-        action: SECONDARY_HERO_CLICK_ACTION,
         category: SECONDARY_HERO_CLICK_CATEGORY,
-        label: strippedUrl,
+        params: { page_path: window.location.pathname },
       });
     });
 
@@ -349,8 +341,6 @@ describe(__filename, () => {
       );
 
       it('sends a tracking event when the cta is clicked', async () => {
-        const strippedUrl = '/a/different/url';
-        stripLangFromAmoUrl.mockReturnValue(strippedUrl);
         renderWithHomeData({ secondaryProps: secondaryPropsWithModules });
 
         tracking.sendEvent.mockClear();
@@ -358,16 +348,10 @@ describe(__filename, () => {
           screen.getByRole('link', { name: module1.cta.text }),
         );
 
-        expect(stripLangFromAmoUrl).toHaveBeenCalledWith({
-          urlString: expect.stringContaining(
-            makeCallToActionURL(module1.cta.url),
-          ),
-        });
         expect(tracking.sendEvent).toHaveBeenCalledTimes(1);
         expect(tracking.sendEvent).toHaveBeenCalledWith({
-          action: SECONDARY_HERO_CLICK_ACTION,
           category: SECONDARY_HERO_CLICK_CATEGORY,
-          label: strippedUrl,
+          params: { page_path: window.location.pathname },
         });
       });
     });
@@ -1014,75 +998,98 @@ describe(__filename, () => {
           external: fakePrimaryHeroShelfExternalAddon,
         },
       };
-      it.each([
-        ['addon', withAddonShelfData],
-        ['external', withExternalShelfData],
-      ])(
-        'sends a tracking event when the cta is clicked for %s',
-        async (feature, shelfData) => {
-          renderWithHomeData(shelfData);
-          tracking.sendEvent.mockClear();
+      it('sends a tracking event when the cta is clicked for addon', async () => {
+        renderWithHomeData(withAddonShelfData);
+        tracking.sendEvent.mockClear();
 
-          await userEvent.click(
-            screen.getByRole('link', { name: 'Get the extension' }),
-          );
+        await userEvent.click(
+          screen.getByRole('link', { name: 'Get the extension' }),
+        );
 
-          expect(tracking.sendEvent).toHaveBeenCalledWith({
-            action: PRIMARY_HERO_CLICK_ACTION,
-            category: PRIMARY_HERO_CLICK_CATEGORY,
-            label:
-              feature === 'addon'
-                ? shelfData.primaryProps.addon.guid
-                : PRIMARY_HERO_EXTERNAL_LABEL,
-          });
-        },
-      );
+        expect(tracking.sendEvent).toHaveBeenCalledWith({
+          category: PRIMARY_HERO_CLICK_CATEGORY,
+          params: expect.objectContaining({
+            extension_name: expect.any(String),
+            author: expect.any(String),
+            page_path: expect.any(String),
+            trusted: false,
+          }),
+        });
+      });
 
-      it.each([
-        ['addon', withAddonShelfData],
-        ['external', withExternalShelfData],
-      ])(
-        'sends a tracking event for the impression on mount for %s',
-        (feature, shelfData) => {
-          renderWithHomeData(shelfData);
-
-          expect(tracking.sendEvent).toHaveBeenCalledTimes(1);
-          expect(tracking.sendEvent).toHaveBeenCalledWith({
-            action: PRIMARY_HERO_IMPRESSION_ACTION,
-            category: PRIMARY_HERO_IMPRESSION_CATEGORY,
-            label:
-              feature === 'addon'
-                ? shelfData.primaryProps.addon.guid
-                : PRIMARY_HERO_EXTERNAL_LABEL,
-          });
-        },
-      );
+      it('sends a tracking event when the cta is clicked for external', async () => {
+        renderWithHomeData(withExternalShelfData);
+        tracking.sendEvent.mockClear();
 
-      it.each([
-        ['addon', withAddonShelfData],
-        ['external', withExternalShelfData],
-      ])(
-        'sends a tracking event for the impression on update for %s',
-        async (feature, shelfData) => {
-          render();
+        await userEvent.click(
+          screen.getByRole('link', { name: 'Get the extension' }),
+        );
 
-          expect(tracking.sendEvent).not.toHaveBeenCalled();
+        expect(tracking.sendEvent).toHaveBeenCalledWith({
+          category: PRIMARY_HERO_CLICK_CATEGORY,
+          params: { page_path: window.location.pathname },
+        });
+      });
 
-          _loadHomeData(shelfData);
+      it('sends a tracking event for the impression on mount for addon', () => {
+        renderWithHomeData(withAddonShelfData);
 
-          await waitFor(() => {
-            expect(tracking.sendEvent).toHaveBeenCalledTimes(1);
-          });
-          expect(tracking.sendEvent).toHaveBeenCalledWith({
-            action: PRIMARY_HERO_IMPRESSION_ACTION,
-            category: PRIMARY_HERO_IMPRESSION_CATEGORY,
-            label:
-              feature === 'addon'
-                ? shelfData.primaryProps.addon.guid
-                : PRIMARY_HERO_EXTERNAL_LABEL,
-          });
-        },
-      );
+        expect(tracking.sendEvent).toHaveBeenCalledWith({
+          category: PRIMARY_HERO_IMPRESSION_CATEGORY,
+          params: expect.objectContaining({
+            extension_name: expect.any(String),
+            author: expect.any(String),
+            page_path: expect.any(String),
+            trusted: false,
+          }),
+        });
+      });
+
+      it('sends a tracking event for the impression on mount for external', () => {
+        renderWithHomeData(withExternalShelfData);
+
+        expect(tracking.sendEvent).toHaveBeenCalledWith({
+          category: PRIMARY_HERO_IMPRESSION_CATEGORY,
+          params: { page_path: window.location.pathname },
+        });
+      });
+
+      it('sends a tracking event for the impression on update for addon', async () => {
+        render();
+
+        expect(tracking.sendEvent).not.toHaveBeenCalled();
+
+        _loadHomeData(withAddonShelfData);
+
+        await waitFor(() => {
+          expect(tracking.sendEvent).toHaveBeenCalled();
+        });
+        expect(tracking.sendEvent).toHaveBeenCalledWith({
+          category: PRIMARY_HERO_IMPRESSION_CATEGORY,
+          params: expect.objectContaining({
+            extension_name: expect.any(String),
+            author: expect.any(String),
+            page_path: expect.any(String),
+            trusted: false,
+          }),
+        });
+      });
+
+      it('sends a tracking event for the impression on update for external', async () => {
+        render();
+
+        expect(tracking.sendEvent).not.toHaveBeenCalled();
+
+        _loadHomeData(withExternalShelfData);
+
+        await waitFor(() => {
+          expect(tracking.sendEvent).toHaveBeenCalled();
+        });
+        expect(tracking.sendEvent).toHaveBeenCalledWith({
+          category: PRIMARY_HERO_IMPRESSION_CATEGORY,
+          params: { page_path: window.location.pathname },
+        });
+      });
 
       it('does not send a tracking event for the impression on mount or update if shelfData is missing', () => {
         render();
diff --git a/tests/unit/amo/test_tracking.js b/tests/unit/amo/test_tracking.js
index dbd9242144e..277f4afa461 100644
--- a/tests/unit/amo/test_tracking.js
+++ b/tests/unit/amo/test_tracking.js
@@ -3,18 +3,16 @@ import {
   Tracking,
   isDoNotTrackEnabled,
   getAddonEventCategory,
-  getAddonTypeForTracking,
+  getAddonNameParam,
+  getAddonEventParams,
 } from 'amo/tracking';
 import {
-  ADDON_TYPE_DICT,
   ADDON_TYPE_EXTENSION,
-  ADDON_TYPE_LANG,
   ADDON_TYPE_STATIC_THEME,
   CLICK_CATEGORY,
   ENABLE_ACTION,
   ENABLE_EXTENSION_CATEGORY,
   ENABLE_THEME_CATEGORY,
-  INSTALL_ACTION,
   INSTALL_CANCELLED_ACTION,
   INSTALL_CANCELLED_EXTENSION_CATEGORY,
   INSTALL_CANCELLED_THEME_CATEGORY,
@@ -26,9 +24,6 @@ import {
   INSTALL_STARTED_EXTENSION_CATEGORY,
   INSTALL_STARTED_THEME_CATEGORY,
   INSTALL_THEME_CATEGORY,
-  TRACKING_TYPE_EXTENSION,
-  TRACKING_TYPE_INVALID,
-  TRACKING_TYPE_STATIC_THEME,
   UNINSTALL_ACTION,
   UNINSTALL_EXTENSION_CATEGORY,
   UNINSTALL_THEME_CATEGORY,
@@ -39,18 +34,15 @@ import {
   getFakeLoggerWithJest as getFakeLogger,
 } from 'tests/unit/helpers';
 
-const trackingId = 'sample-tracking-id';
-const ga4PropertyId = 'sample-GA4-property-id';
+const gtmContainerId = 'GTM-WVHFHF6';
 
 function createTracking({ paramOverrides = {}, configOverrides = {} } = {}) {
   return new Tracking({
     _isDoNotTrackEnabled: () => false,
     _config: getFakeConfig({
-      ga4DebugMode: true,
-      ga4PropertyId,
+      gtmContainerId,
       server: false,
       trackingEnabled: true,
-      trackingId,
       ...configOverrides,
     }),
     ...paramOverrides,
@@ -60,195 +52,70 @@ function createTracking({ paramOverrides = {}, configOverrides = {} } = {}) {
 describe(__filename, () => {
   describe('Tracking', () => {
     beforeEach(() => {
-      window.ga = jest.fn();
-      window.dataLayer = { push: jest.fn() };
+      window.dataLayer = [];
     });
 
-    it('should not enable GA when configured off', () => {
+    it('should not enable tracking when configured off', () => {
       createTracking({
         configOverrides: { trackingEnabled: false },
       });
-      expect(window.ga).not.toHaveBeenCalled();
-      expect(window.dataLayer.push).not.toHaveBeenCalled();
+      expect(window.dataLayer).toEqual([]);
     });
 
-    it('should disable GA due to missing id', () => {
+    it('should disable tracking due to missing gtmContainerId', () => {
       createTracking({
-        configOverrides: { ga4PropertyId: null, trackingId: null },
+        configOverrides: { gtmContainerId: null },
         paramOverrides: {
           _isDoNotTrackEnabled: () => false,
         },
       });
-      expect(window.ga).not.toHaveBeenCalled();
-      expect(window.dataLayer.push).not.toHaveBeenCalled();
+      expect(window.dataLayer).toEqual([]);
     });
 
-    it('should disable GA due to Do Not Track', () => {
+    it('should disable tracking due to Do Not Track', () => {
       createTracking({
         paramOverrides: {
           _isDoNotTrackEnabled: () => true,
         },
       });
-      expect(window.ga).not.toHaveBeenCalled();
-      expect(window.dataLayer.push).not.toHaveBeenCalled();
+      expect(window.dataLayer).toEqual([]);
     });
 
-    it('should send initial page view when enabled', () => {
-      createTracking({
-        configOverrides: {
-          trackingSendInitPageView: true,
-        },
-      });
-      expect(window.ga).toHaveBeenCalledWith('send', 'pageview');
-    });
-
-    it('should initialize GA4 when enabled', () => {
-      createTracking();
-
-      // We need to do this due to the way `arguments` works.
-      expect(Array.from(window.dataLayer.push.mock.calls[0][0])).toEqual([
-        'js',
-        expect.any(Date),
-      ]);
-      expect(Array.from(window.dataLayer.push.mock.calls[1][0])).toEqual([
-        'config',
-        ga4PropertyId,
-        { debug_mode: true },
-      ]);
-    });
-
-    it('should not configure debug_mode when ga4DebugMode is false', () => {
-      createTracking({
-        configOverrides: {
-          ga4DebugMode: false,
-        },
-      });
-
-      expect(Array.from(window.dataLayer.push.mock.calls[1][0])).toEqual([
-        'config',
-        ga4PropertyId,
-        {},
-      ]);
-    });
-
-    it('should set the transport mechanism to beacon', () => {
+    it('should initialize window.dataLayer when enabled', () => {
       createTracking();
-      expect(window.ga).toHaveBeenCalledWith('set', 'transport', 'beacon');
+      // dataLayer should be initialized (it may be [] or an existing array)
+      expect(window.dataLayer).toBeDefined();
+      expect(Array.isArray(window.dataLayer)).toBe(true);
     });
 
-    it('should set dimension3', () => {
+    it('should push gtm.start bootstrap event to dataLayer when enabled', () => {
+      const startTime = Date.now();
       createTracking();
-      expect(window.ga).toHaveBeenCalledWith(
-        'set',
-        'dimension3',
-        'addons-frontend',
+      expect(window.dataLayer).toHaveLength(1);
+      expect(window.dataLayer[0]).toMatchObject({ event: 'gtm.js' });
+      expect(window.dataLayer[0]['gtm.start']).toBeGreaterThanOrEqual(
+        startTime,
       );
+      expect(window.dataLayer[0]['gtm.start']).toBeLessThanOrEqual(Date.now());
     });
 
-    it('should not send initial page view when disabled', () => {
-      createTracking({
-        configOverrides: {
-          trackingSendInitPageView: false,
-        },
-      });
+    it('should not push a duplicate gtm.js event when a second Tracking instance is created', () => {
+      createTracking();
+      expect(window.dataLayer).toHaveLength(1);
 
-      // Make sure only 'create' and 'set' were called, not 'send'.
-      expect(window.ga).toHaveBeenCalledWith('create', trackingId, 'auto');
-      expect(window.ga).toHaveBeenCalledWith('set', 'transport', 'beacon');
-      expect(window.ga).toHaveBeenCalledWith(
-        'set',
-        'dimension3',
-        'addons-frontend',
+      // Create a second instance — should NOT push another gtm.js event.
+      createTracking();
+      expect(window.dataLayer).toHaveLength(1);
+      expect(window.dataLayer.filter((e) => e.event === 'gtm.js')).toHaveLength(
+        1,
       );
-      expect(window.ga).toHaveBeenCalledTimes(3);
-    });
-
-    it('should throw if page not set', () => {
-      const tracking = createTracking();
-      expect(() => {
-        tracking.setPage();
-      }).toThrow(/page is required/);
-    });
-
-    it('should call ga with setPage', () => {
-      const tracking = createTracking();
-      const page = 'some/page/';
-      tracking.setPage(page);
-      expect(window.ga).toHaveBeenCalledWith('set', 'page', page);
-    });
-
-    it('should call _ga when pageView is called', () => {
-      const tracking = createTracking();
-      const data = {
-        dimension1: 'whatever',
-        dimension2: 'whatever2',
-      };
-
-      tracking.pageView(data);
-
-      expect(window.ga).toHaveBeenCalledWith('send', {
-        hitType: 'pageview',
-        ...data,
-      });
-    });
-
-    it('should set a custom dimension when requested', () => {
-      const tracking = createTracking();
-      const dimension = 'dimension1';
-      const value = 'a value';
-      tracking.setDimension({ dimension, value });
-      expect(window.ga).toHaveBeenCalledWith('set', dimension, value);
-    });
-
-    it('should set user properties when requested', () => {
-      const tracking = createTracking();
-      const props = { prop1: 'value1', prop2: 'value2' };
-      window.dataLayer.push.mockClear();
-
-      tracking.setUserProperties(props);
-      expect(Array.from(window.dataLayer.push.mock.calls[0][0])).toEqual([
-        'set',
-        'user_properties',
-        props,
-      ]);
-    });
-
-    it('should not send the web vitals when trackingSendWebVitals is false', () => {
-      const _onCLS = jest.fn();
-      const _onINP = jest.fn();
-      const _onLCP = jest.fn();
-
-      createTracking({
-        configOverrides: { trackingSendWebVitals: false },
-        paramOverrides: {
-          _onCLS,
-          _onINP,
-          _onLCP,
-        },
-      });
-
-      expect(_onCLS).not.toHaveBeenCalled();
-      expect(_onINP).not.toHaveBeenCalled();
-      expect(_onLCP).not.toHaveBeenCalled();
     });
 
-    it('should send the web vitals when trackingSendWebVitals is true', () => {
-      const _onCLS = jest.fn();
-      const _onINP = jest.fn();
-      const _onLCP = jest.fn();
-
+    it('should not push gtm.start when tracking is disabled', () => {
       createTracking({
-        configOverrides: { trackingSendWebVitals: true },
-        paramOverrides: {
-          _onCLS,
-          _onINP,
-          _onLCP,
-        },
+        configOverrides: { trackingEnabled: false },
       });
-
-      expect(_onCLS).toHaveBeenCalledTimes(1);
-      expect(_onINP).toHaveBeenCalledTimes(1);
-      expect(_onLCP).toHaveBeenCalledTimes(1);
+      expect(window.dataLayer).toEqual([]);
     });
 
     describe('sendEvent', () => {
@@ -260,42 +127,18 @@ describe(__filename, () => {
         tracking.sendEvent({
           _config,
           category: 'whatever',
-          action: 'some-action',
         });
-        expect(window.ga).not.toHaveBeenCalled();
-        expect(window.dataLayer.push).not.toHaveBeenCalled();
+        expect(window.dataLayer).toEqual([]);
       });
 
       it('should throw if category not set', () => {
         const tracking = createTracking();
         expect(() => {
-          tracking.sendEvent({
-            action: 'whatever',
-          });
+          tracking.sendEvent({});
         }).toThrow(/category is required/);
       });
 
-      it('should throw if action not set', () => {
-        const tracking = createTracking();
-        expect(() => {
-          tracking.sendEvent({
-            category: 'whatever',
-          });
-        }).toThrow(/action is required/);
-      });
-
-      // This is a way to check how many times window.ga was called with the
-      // arguments that signify that it was sending an event.
-      const countSendEventCalls = (spy) => {
-        return spy.mock.calls.filter(
-          (callArray) =>
-            callArray[0] === 'send' &&
-            Object.prototype.hasOwnProperty.call(callArray[1], 'hitType') &&
-            callArray[1].hitType === 'event',
-        ).length;
-      };
-
-      it('should call _ga with sendEvent on the client', () => {
+      it('should push event data to dataLayer on the client', () => {
         const _config = getFakeConfig({ server: false });
         const event = fakeTrackingEvent;
         const tracking = createTracking();
@@ -303,40 +146,25 @@ describe(__filename, () => {
           _config,
           ...event,
         });
-        expect(window.ga).toHaveBeenCalledWith(
-          'send',
-          expect.objectContaining({
-            eventAction: event.action,
-            eventCategory: event.category,
-            eventLabel: event.label,
-            eventValue: event.value,
-          }),
-        );
-        expect(countSendEventCalls(window.ga)).toEqual(1);
+        expect(window.dataLayer).toContainEqual({
+          event: event.category,
+          ...event.params,
+        });
       });
 
-      it('should send an event to GA4 with sendEvent on the client', () => {
+      it('should push event with no params when params not provided', () => {
         const _config = getFakeConfig({ server: false });
-        const event = fakeTrackingEvent;
         const tracking = createTracking();
-        window.dataLayer.push.mockClear();
-
-        tracking.sendEvent({ _config, ...event });
-        expect(Array.from(window.dataLayer.push.mock.calls[0][0])).toEqual([
-          'event',
-          event.category,
-          {
-            eventAction: event.action,
-            eventCategory: event.category,
-            eventLabel: event.label,
-            eventValue: event.value,
-            hitType: 'event',
-          },
-        ]);
-        expect(window.dataLayer.push).toHaveBeenCalledTimes(1);
+        tracking.sendEvent({
+          _config,
+          category: 'some_event',
+        });
+        expect(window.dataLayer).toContainEqual({
+          event: 'some_event',
+        });
       });
 
-      it('should call _ga twice when sendSecondEventWithOverrides is passed', () => {
+      it('should push two events to dataLayer when sendSecondEventWithOverrides is passed', () => {
         const _config = getFakeConfig({ server: false });
         const event = fakeTrackingEvent;
         const secondCategory = 'second-category';
@@ -347,63 +175,60 @@ describe(__filename, () => {
           sendSecondEventWithOverrides,
           ...event,
         });
-        expect(window.ga).toHaveBeenCalledWith(
-          'send',
-          expect.objectContaining({
-            eventAction: event.action,
-            eventCategory: event.category,
-            eventLabel: event.label,
-            eventValue: event.value,
-          }),
-        );
-        expect(window.ga).toHaveBeenCalledWith(
-          'send',
-          expect.objectContaining({
-            eventAction: event.action,
-            eventCategory: secondCategory,
-            eventLabel: event.label,
-            eventValue: event.value,
-          }),
-        );
-        expect(countSendEventCalls(window.ga)).toEqual(2);
+        expect(window.dataLayer).toContainEqual({
+          event: event.category,
+          ...event.params,
+        });
+        expect(window.dataLayer).toContainEqual({
+          event: secondCategory,
+          ...event.params,
+        });
+        // 3 entries: gtm.start bootstrap + 2 sendEvent pushes
+        expect(window.dataLayer).toHaveLength(3);
       });
 
-      it('should send an event to GA4 twice when sendSecondEventWithOverrides is passed', () => {
+      it('should merge params from sendSecondEventWithOverrides', () => {
         const _config = getFakeConfig({ server: false });
-        const event = fakeTrackingEvent;
-        const secondCategory = 'second-category';
-        const sendSecondEventWithOverrides = { category: secondCategory };
         const tracking = createTracking();
-        window.dataLayer.push.mockClear();
-
+        const params = { extension_name: 'My Addon', author: 'Some Author' };
+        const secondParams = { author: 'Override Author' };
         tracking.sendEvent({
           _config,
-          sendSecondEventWithOverrides,
-          ...event,
-        });
-        expect(Array.from(window.dataLayer.push.mock.calls[0][0])).toEqual([
-          'event',
-          event.category,
-          {
-            eventAction: event.action,
-            eventCategory: event.category,
-            eventLabel: event.label,
-            eventValue: event.value,
-            hitType: 'event',
+          category: 'first_category',
+          params,
+          sendSecondEventWithOverrides: {
+            category: 'second_category',
+            params: secondParams,
           },
-        ]);
-        expect(Array.from(window.dataLayer.push.mock.calls[1][0])).toEqual([
-          'event',
-          secondCategory,
-          {
-            eventAction: event.action,
-            eventCategory: secondCategory,
-            eventLabel: event.label,
-            eventValue: event.value,
-            hitType: 'event',
+        });
+        expect(window.dataLayer).toContainEqual({
+          event: 'first_category',
+          ...params,
+        });
+        expect(window.dataLayer).toContainEqual({
+          event: 'second_category',
+          ...params,
+          ...secondParams,
+        });
+      });
+
+      it('should use original category when sendSecondEventWithOverrides has no category', () => {
+        const _config = getFakeConfig({ server: false });
+        const tracking = createTracking();
+        tracking.sendEvent({
+          _config,
+          category: 'original_category',
+          params: { extension_name: 'Test' },
+          sendSecondEventWithOverrides: {
+            params: { extra: 'param' },
           },
-        ]);
-        expect(window.dataLayer.push).toHaveBeenCalledTimes(2);
+        });
+        // Index 0 is gtm.start bootstrap, index 1 is first event, index 2 is second
+        expect(window.dataLayer[2]).toEqual({
+          event: 'original_category',
+          extension_name: 'Test',
+          extra: 'param',
+        });
       });
 
       it('should throw an error if called on the server', () => {
@@ -417,79 +242,153 @@ describe(__filename, () => {
         }).toThrow('sendEvent: cannot send tracking events on the server');
       });
     });
+
+    describe('setUserProperties', () => {
+      it('should push user properties to dataLayer', () => {
+        const tracking = createTracking();
+        const props = { prop1: 'value1', prop2: 'value2' };
+
+        tracking.setUserProperties(props);
+
+        expect(window.dataLayer).toContainEqual({
+          event: 'set_user_properties',
+          user_properties: props,
+        });
+      });
+    });
   });
 
-  describe('sendWebVitalStats', () => {
-    const fakeCLS = {
-      name: 'CLS',
-      id: 'some-id',
-      delta: 123,
-      value: 987,
-    };
-
-    it('sends web vitals data to GA', () => {
-      const tracking = createTracking();
-
-      tracking.sendWebVitalStats(fakeCLS);
-
-      expect(window.ga).toHaveBeenCalledWith('send', 'event', {
-        eventCategory: 'Web Vitals',
-        eventAction: fakeCLS.name,
-        eventLabel: fakeCLS.id,
-        eventValue: Math.round(fakeCLS.delta * 1000),
-        nonInteraction: true,
-        transport: 'beacon',
+  describe('getAddonNameParam', () => {
+    it('returns extension_name for an extension type', () => {
+      const addon = { name: 'My Extension', type: ADDON_TYPE_EXTENSION };
+      expect(getAddonNameParam(addon)).toEqual({
+        extension_name: 'My Extension',
       });
     });
 
-    it('sends web vitals data to GA4', () => {
-      const tracking = createTracking();
-      window.dataLayer.push.mockClear();
+    it('returns theme_name for a static theme type', () => {
+      const addon = { name: 'My Theme', type: ADDON_TYPE_STATIC_THEME };
+      expect(getAddonNameParam(addon)).toEqual({ theme_name: 'My Theme' });
+    });
+  });
 
-      tracking.sendWebVitalStats(fakeCLS);
+  describe('getAddonEventParams', () => {
+    it('returns extension_name and author for an extension with authors', () => {
+      const addon = {
+        name: 'My Extension',
+        type: ADDON_TYPE_EXTENSION,
+        authors: [{ name: 'Author One' }],
+      };
+      expect(getAddonEventParams(addon)).toEqual({
+        extension_name: 'My Extension',
+        author: 'Author One',
+      });
+    });
 
-      expect(Array.from(window.dataLayer.push.mock.calls[0][0])).toEqual([
-        'event',
-        fakeCLS.name,
-        {
-          value: Math.round(fakeCLS.delta * 1000),
-          metric_id: fakeCLS.id,
-          metric_value: fakeCLS.value,
-          metric_delta: Math.round(fakeCLS.delta * 1000),
-        },
-      ]);
+    it('returns theme_name and author for a theme with authors', () => {
+      const addon = {
+        name: 'My Theme',
+        type: ADDON_TYPE_STATIC_THEME,
+        authors: [{ name: 'Theme Author' }],
+      };
+      expect(getAddonEventParams(addon)).toEqual({
+        theme_name: 'My Theme',
+        author: 'Theme Author',
+      });
     });
-  });
 
-  describe('getAddonTypeForTracking', () => {
-    it('returns addon for TYPE_EXTENSION', () => {
-      expect(getAddonTypeForTracking(ADDON_TYPE_EXTENSION)).toEqual(
-        TRACKING_TYPE_EXTENSION,
-      );
+    it('does not include author when authors array is empty', () => {
+      const addon = {
+        name: 'My Extension',
+        type: ADDON_TYPE_EXTENSION,
+        authors: [],
+      };
+      expect(getAddonEventParams(addon)).toEqual({
+        extension_name: 'My Extension',
+      });
     });
 
-    it('returns addon for TYPE_DICT', () => {
-      expect(getAddonTypeForTracking(ADDON_TYPE_DICT)).toEqual(
-        TRACKING_TYPE_EXTENSION,
-      );
+    it('does not include author when authors is undefined', () => {
+      const addon = {
+        name: 'My Extension',
+        type: ADDON_TYPE_EXTENSION,
+      };
+      expect(getAddonEventParams(addon)).toEqual({
+        extension_name: 'My Extension',
+      });
     });
 
-    it('returns addon for TYPE_LANG', () => {
-      expect(getAddonTypeForTracking(ADDON_TYPE_LANG)).toEqual(
-        TRACKING_TYPE_EXTENSION,
-      );
+    it('includes page_path when pagePath is provided', () => {
+      const addon = {
+        name: 'My Extension',
+        type: ADDON_TYPE_EXTENSION,
+        authors: [{ name: 'Author One' }],
+      };
+      expect(
+        getAddonEventParams(addon, '/en-US/firefox/addon/my-ext/'),
+      ).toEqual({
+        extension_name: 'My Extension',
+        author: 'Author One',
+        page_path: '/en-US/firefox/addon/my-ext/',
+      });
     });
 
-    it('returns addon:statictheme for TYPE_STATIC_THEME', () => {
-      expect(getAddonTypeForTracking(ADDON_TYPE_STATIC_THEME)).toEqual(
-        TRACKING_TYPE_STATIC_THEME,
-      );
+    it('does not include page_path when pagePath is not provided', () => {
+      const addon = {
+        name: 'My Extension',
+        type: ADDON_TYPE_EXTENSION,
+        authors: [{ name: 'Author One' }],
+      };
+      const result = getAddonEventParams(addon);
+      expect(result).not.toHaveProperty('page_path');
     });
 
-    it('returns invalid for unknown type', () => {
-      expect(getAddonTypeForTracking('whatever')).toEqual(
-        TRACKING_TYPE_INVALID,
-      );
+    it('uses the first author when there are multiple authors', () => {
+      const addon = {
+        name: 'My Extension',
+        type: ADDON_TYPE_EXTENSION,
+        authors: [{ name: 'First Author' }, { name: 'Second Author' }],
+      };
+      expect(getAddonEventParams(addon)).toEqual({
+        extension_name: 'My Extension',
+        author: 'First Author',
+      });
+    });
+
+    it('returns only page_path when addon is null and pagePath is provided', () => {
+      expect(getAddonEventParams(null, '/some/path/')).toEqual({
+        page_path: '/some/path/',
+      });
+    });
+
+    it('returns an empty object when addon is null and pagePath is not provided', () => {
+      expect(getAddonEventParams(null)).toEqual({});
+    });
+
+    it('returns an empty object when addon is undefined', () => {
+      expect(getAddonEventParams(undefined)).toEqual({});
+    });
+
+    it('omits author when author name is undefined', () => {
+      const addon = {
+        name: 'My Extension',
+        type: ADDON_TYPE_EXTENSION,
+        authors: [{ name: undefined }],
+      };
+      expect(getAddonEventParams(addon)).toEqual({
+        extension_name: 'My Extension',
+      });
+    });
+
+    it('omits author when author name is an empty string', () => {
+      const addon = {
+        name: 'My Extension',
+        type: ADDON_TYPE_EXTENSION,
+        authors: [{ name: '' }],
+      };
+      expect(getAddonEventParams(addon)).toEqual({
+        extension_name: 'My Extension',
+      });
     });
   });
 
@@ -518,15 +417,15 @@ describe(__filename, () => {
       ).toEqual(UNINSTALL_THEME_CATEGORY);
     });
 
-    it('returns the expected category when type is extension and installAction is install', () => {
+    it('returns the expected category when type is extension and installAction is the default', () => {
       expect(
-        getAddonEventCategory(ADDON_TYPE_EXTENSION, INSTALL_ACTION),
+        getAddonEventCategory(ADDON_TYPE_EXTENSION, 'some-default-action'),
       ).toEqual(INSTALL_EXTENSION_CATEGORY);
     });
 
-    it('returns the expected category when type is static theme and installAction is install', () => {
+    it('returns the expected category when type is static theme and installAction is the default', () => {
       expect(
-        getAddonEventCategory(ADDON_TYPE_STATIC_THEME, INSTALL_ACTION),
+        getAddonEventCategory(ADDON_TYPE_STATIC_THEME, 'some-default-action'),
       ).toEqual(INSTALL_THEME_CATEGORY);
     });
 
@@ -650,48 +549,50 @@ describe(__filename, () => {
   });
 
   describe('Tracking constants should not be changed or it risks breaking tracking stats', () => {
-    it('should not change the tracking constant for invalid', () => {
-      expect(TRACKING_TYPE_INVALID).toEqual('invalid');
-    });
-
-    it('should not change the tracking constant for an extension', () => {
-      expect(TRACKING_TYPE_EXTENSION).toEqual('addon');
-    });
-
-    it('should not change the tracking constant for static theme', () => {
-      expect(TRACKING_TYPE_STATIC_THEME).toEqual('statictheme');
-    });
-
     it('should not change the tracking category constants for theme installs', () => {
-      expect(INSTALL_THEME_CATEGORY).toEqual('AMO Theme Installs');
+      expect(INSTALL_THEME_CATEGORY).toEqual('amo_theme_installs_completed');
     });
 
     it('should not change the tracking category constants for extension installs', () => {
-      expect(INSTALL_EXTENSION_CATEGORY).toEqual('AMO Addon Installs');
+      expect(INSTALL_EXTENSION_CATEGORY).toEqual(
+        'amo_addon_installs_completed',
+      );
     });
 
     it('should not change the tracking category constants for starting theme installs', () => {
       expect(INSTALL_STARTED_THEME_CATEGORY).toEqual(
-        'AMO Theme Installs Started',
+        'amo_theme_installs_started',
       );
     });
 
     it('should not change the tracking category constants for starting extension installs', () => {
       expect(INSTALL_STARTED_EXTENSION_CATEGORY).toEqual(
-        'AMO Addon Installs Started',
+        'amo_addon_installs_started',
       );
     });
 
     it('should not change the tracking category constants for theme uninstalls', () => {
-      expect(UNINSTALL_THEME_CATEGORY).toEqual('AMO Theme Uninstalls');
+      expect(UNINSTALL_THEME_CATEGORY).toEqual('amo_theme_uninstalls');
     });
 
     it('should not change the tracking category constants for extension uninstalls', () => {
-      expect(UNINSTALL_EXTENSION_CATEGORY).toEqual('AMO Addon Uninstalls');
+      expect(UNINSTALL_EXTENSION_CATEGORY).toEqual('amo_addon_uninstalls');
     });
 
     it('should not change the tracking category constants for clicks', () => {
-      expect(CLICK_CATEGORY).toEqual('AMO Addon / Theme Clicks');
+      expect(CLICK_CATEGORY).toEqual('amo_addon_theme_clicks');
+    });
+
+    it('should not change the tracking action constant for install cancelled', () => {
+      expect(INSTALL_CANCELLED_ACTION).toEqual('install_cancelled');
+    });
+
+    it('should not change the tracking action constant for install download failed', () => {
+      expect(INSTALL_DOWNLOAD_FAILED_ACTION).toEqual('install_download_failed');
+    });
+
+    it('should not change the tracking action constant for install started', () => {
+      expect(INSTALL_STARTED_ACTION).toEqual('install_started');
     });
   });
 });
diff --git a/tests/unit/amo/test_withExperiment.js b/tests/unit/amo/test_withExperiment.js
index ebdf31d9316..f10200ee8d6 100644
--- a/tests/unit/amo/test_withExperiment.js
+++ b/tests/unit/amo/test_withExperiment.js
@@ -1,3 +1,4 @@
+/* global window */
 import * as React from 'react';
 
 import { storeExperimentVariant } from 'amo/reducers/experiments';
@@ -5,9 +6,7 @@ import {
   DEFAULT_COOKIE_MAX_AGE,
   EXPERIMENT_COOKIE_NAME,
   EXPERIMENT_ENROLLMENT_CATEGORY,
-  EXPERIMENT_ID_GA_DIMENSION,
   EXPERIMENT_ID_REGEXP,
-  EXPERIMENT_VARIATION_GA_DIMENSION,
   NOT_IN_EXPERIMENT,
   defaultCookieConfig,
   getVariant,
@@ -569,8 +568,37 @@ describe(__filename, () => {
     expect(_tracking.sendEvent).toHaveBeenCalledTimes(1);
     expect(_tracking.sendEvent).toHaveBeenCalledWith(
       expect.objectContaining({
-        action: variantId,
-        category: [EXPERIMENT_ENROLLMENT_CATEGORY, experimentId].join(' '),
+        category: EXPERIMENT_ENROLLMENT_CATEGORY,
+        params: {
+          page_path: window.location.pathname,
+          experiment_id: experimentId,
+          experiment_variant: variantId,
+        },
+      }),
+    );
+  });
+
+  it('includes NOT_IN_EXPERIMENT as experiment_variant in the enrollment event', () => {
+    const experimentId = makeExperimentId('exclusionTest');
+    const cookies = fakeCookies({
+      get: jest.fn().mockReturnValue(undefined),
+    });
+    const shouldExcludeUser = jest.fn().mockReturnValue(true);
+    const _tracking = createFakeTracking();
+
+    render({
+      _tracking,
+      cookies,
+      experimentProps: { id: experimentId, shouldExcludeUser },
+    });
+
+    expect(_tracking.sendEvent).toHaveBeenCalledWith(
+      expect.objectContaining({
+        category: EXPERIMENT_ENROLLMENT_CATEGORY,
+        params: expect.objectContaining({
+          experiment_id: experimentId,
+          experiment_variant: NOT_IN_EXPERIMENT,
+        }),
       }),
     );
   });
@@ -717,7 +745,7 @@ describe(__filename, () => {
     }
   });
 
-  it('sets the custom dimensions and user properties when the user is in the experiment', () => {
+  it('sets the user properties when the user is in the experiment', () => {
     const id = makeExperimentId('test-id');
     const variant = 'some-variant';
     const cookies = fakeCookies({
@@ -729,22 +757,13 @@ describe(__filename, () => {
 
     render({ _tracking, cookies, experimentProps: { id } });
 
-    expect(_tracking.setDimension).toHaveBeenCalledTimes(2);
-    expect(_tracking.setDimension).toHaveBeenCalledWith({
-      dimension: EXPERIMENT_ID_GA_DIMENSION,
-      value: id,
-    });
-    expect(_tracking.setDimension).toHaveBeenCalledWith({
-      dimension: EXPERIMENT_VARIATION_GA_DIMENSION,
-      value: variant,
-    });
     expect(_tracking.setUserProperties).toHaveBeenCalledWith({
       experimentId: id,
       experimentVariation: variant,
     });
   });
 
-  it('does not set the custom dimensions or user properties when the user is not in the experiment', () => {
+  it('does not set the user properties when the user is not in the experiment', () => {
     const id = makeExperimentId('test-id');
     const cookies = fakeCookies({
       get: jest
@@ -757,11 +776,10 @@ describe(__filename, () => {
 
     render({ _tracking, cookies, experimentProps: { id } });
 
-    expect(_tracking.setDimension).not.toHaveBeenCalled();
     expect(_tracking.setUserProperties).not.toHaveBeenCalled();
   });
 
-  it('does not set the custom dimensions or user properties when the experiment is disabled', () => {
+  it('does not set the user properties when the experiment is disabled', () => {
     const id = makeExperimentId('disabled_experiment');
     const configOverrides = {
       experiments: {
@@ -772,7 +790,6 @@ describe(__filename, () => {
 
     render({ _tracking, configOverrides, experimentProps: { id } });
 
-    expect(_tracking.setDimension).not.toHaveBeenCalled();
     expect(_tracking.setUserProperties).not.toHaveBeenCalled();
   });
 
diff --git a/tests/unit/blog-utils/test_tracking.js b/tests/unit/blog-utils/test_tracking.js
index 3d0f8d75313..68b88703552 100644
--- a/tests/unit/blog-utils/test_tracking.js
+++ b/tests/unit/blog-utils/test_tracking.js
@@ -3,10 +3,6 @@ import tracking from 'blog-utils/tracking';
 describe(__filename, () => {
   it('defines noop methods for tracking', () => {
     expect(tracking.sendEvent()).toEqual(undefined);
-    expect(tracking.pageView()).toEqual(undefined);
-    expect(tracking.setPage()).toEqual(undefined);
-    expect(tracking.setDimension()).toEqual(undefined);
     expect(tracking.setUserProperties()).toEqual(undefined);
-    expect(tracking.sendWebVitalStats()).toEqual(undefined);
   });
 });
diff --git a/tests/unit/helpers.js b/tests/unit/helpers.js
index 4e67a6b4ad7..d78abe93f4c 100644
--- a/tests/unit/helpers.js
+++ b/tests/unit/helpers.js
@@ -1204,10 +1204,7 @@ export function fakeCookies(overrides = {}) {
 
 export const createFakeTracking = (overrides = {}) => {
   return {
-    pageView: jest.fn(),
     sendEvent: jest.fn(),
-    setDimension: jest.fn(),
-    setPage: jest.fn(),
     setUserProperties: jest.fn(),
     ...overrides,
   };
@@ -1400,10 +1397,8 @@ export const createFailedErrorHandler = ({
 };
 
 export const fakeTrackingEvent = Object.freeze({
-  action: 'some-action',
   category: 'some-category',
-  label: 'some-label',
-  value: 19,
+  params: { page_path: '/some/path' },
 });
 
 export const makeExperimentId = (id) => `20210219_amo_${id}`;