diff --git a/package.json b/package.json
index 6174bf5f52..3117ca87b9 100644
--- a/package.json
+++ b/package.json
@@ -115,6 +115,7 @@
     "mocha": "^2.3.3",
     "mongodb": "^2.0.46",
     "mongoskin": "~0.6.1",
+    "nock": "^2.17.0",
     "protractor": "~2.5.1",
     "rewire": "^2.3.3",
     "rimraf": "^2.4.3",
diff --git a/test/api/v3/unit/libs/analyticsService.test.js b/test/api/v3/unit/libs/analyticsService.test.js
new file mode 100644
index 0000000000..99657b270a
--- /dev/null
+++ b/test/api/v3/unit/libs/analyticsService.test.js
@@ -0,0 +1,309 @@
+import analyticsService from '../../../../../website/src/libs/api-v3/analyticsService';
+
+import nock from 'nock';
+
+describe('analyticsService', () => {
+  let amplitudeNock, gaNock;
+
+  beforeEach(() => {
+    amplitudeNock = nock( 'https://api.amplitude.com')
+      .filteringPath(/httpapi.*/g, '')
+      .post('/')
+      .reply(200, {status: 'OK'});
+
+    gaNock = nock( 'http://www.google-analytics.com');
+  });
+
+  describe('#track', () => {
+    let eventType, data;
+
+    beforeEach(() => {
+      eventType = 'Cron';
+      data = {
+        category: 'behavior',
+        uuid: 'unique-user-id',
+        resting: true,
+        cronCount: 5
+      };
+    });
+
+    context('Amplitude', () => {
+      it('calls out to amplitude', () => {
+        return analyticsService.track(eventType, data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('uses a dummy user id if none is provided', () => {
+        delete data.uuid;
+
+        amplitudeNock
+          .filteringPath(/httpapi.*user_id.*no-user-id-was-provided.*/g, '');
+
+        return analyticsService.track(eventType, data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('sets platform as server', () => {
+        amplitudeNock
+          .filteringPath(/httpapi.*platform.*server.*/g, '');
+
+        return analyticsService.track(eventType, data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('sends details about event', () => {
+        amplitudeNock
+          .filteringPath(/httpapi.*event_properties%22%3A%7B%22category%22%3A%22behavior%22%2C%22resting%22%3Atrue%2C%22cronCount%22%3A5%7D%2C%22.*/g, '');
+
+        return analyticsService.track(eventType, data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('sends english item name for gear if itemKey is provided', () => {
+        data.itemKey = 'headAccessory_special_foxEars'
+
+        amplitudeNock
+          .filteringPath(/httpapi.*itemName.*Fox%20Ears.*/g, '');
+
+        return analyticsService.track(eventType, data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('sends english item name for egg if itemKey is provided', () => {
+        data.itemKey = 'Wolf'
+
+        amplitudeNock
+          .filteringPath(/httpapi.*itemName.*Wolf%20Egg.*/g, '');
+
+        return analyticsService.track(eventType, data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('sends english item name for food if itemKey is provided', () => {
+        data.itemKey = 'Cake_Skeleton'
+
+        amplitudeNock
+          .filteringPath(/httpapi.*itemName.*Bare%20Bones%20Cake.*/g, '');
+
+        return analyticsService.track(eventType, data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('sends english item name for hatching potion if itemKey is provided', () => {
+        data.itemKey = 'Golden'
+
+        amplitudeNock
+          .filteringPath(/httpapi.*itemName.*Golden%20Hatching%20Potion.*/g, '');
+
+        return analyticsService.track(eventType, data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('sends english item name for quest if itemKey is provided', () => {
+        data.itemKey = 'atom1'
+
+        amplitudeNock
+          .filteringPath(/httpapi.*itemName.*Attack%20of%20the%20Mundane%2C%20Part%201%3A%20Dish%20Disaster!.*/g, '');
+
+        return analyticsService.track(eventType, data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('sends english item name for purchased spell if itemKey is provided', () => {
+        data.itemKey = 'seafoam'
+
+        amplitudeNock
+          .filteringPath(/httpapi.*itemName.*Seafoam.*/g, '');
+
+        return analyticsService.track(eventType, data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('sends user data if provided', () => {
+        let stats = { class: 'wizard', exp: 5, gp: 23, hp: 10, lvl: 4, mp: 30 };
+        let user = {
+          stats: stats,
+          contributor: { level: 1 },
+          purchased: { plan: { planId: 'foo-plan' } },
+          flags: {tour: {intro: -2}},
+          habits: [{_id: 'habit'}],
+          dailys: [{_id: 'daily'}],
+          todos: [{_id: 'todo'}],
+          rewards: [{_id: 'reward'}]
+        };
+
+        data.user = user;
+
+        amplitudeNock
+          .filteringPath(/httpapi.*user_properties%22%3A%7B%22Class%22%3A%22wizard%22%2C%22Experience%22%3A5%2C%22Gold%22%3A23%2C%22Health%22%3A10%2C%22Level%22%3A4%2C%22Mana%22%3A30%2C%22tutorialComplete%22%3Atrue%2C%22Number%20Of%20Tasks%22%3A%7B%22habits%22%3A1%2C%22dailys%22%3A1%2C%22todos%22%3A1%2C%22rewards%22%3A1%7D%2C%22contributorLevel%22%3A1%2C%22subscription%22%3A%22foo-plan%22%7D%2C%22.*/g, '');
+
+        return analyticsService.track(eventType, data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+    });
+
+    context('GA', () => {
+      it('calls out to GA', () => {
+        gaNock
+          .post('/collect')
+          .reply(200, {status: 'OK'});
+
+        return analyticsService.track(eventType, data)
+          .then((res) => {
+            gaNock.done();
+          });
+      });
+
+      it('sends details about event', () => {
+        gaNock
+          .post('/collect', /ec=behavior&ea=Cron&v=1&tid=GA_ID&cid=.*&t=event/)
+          .reply(200, {status: 'OK'});
+
+        return analyticsService.track(eventType, data)
+          .then((res) => {
+            gaNock.done();
+          });
+      });
+    });
+  });
+
+  describe('#trackPurchase', () => {
+    let data;
+
+    beforeEach(() => {
+      data = {
+        uuid: 'user-id',
+        sku: 'paypal-checkout',
+        paymentMethod: 'PayPal',
+        itemPurchased: 'Gems',
+        purchaseValue: 8,
+        purchaseType: 'checkout',
+        gift: false,
+        quantity: 1
+      };
+    });
+
+    context('Amplitude', () => {
+      it('calls out to amplitude', () => {
+        return analyticsService.trackPurchase(data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('uses a dummy user id if none is provided', () => {
+        delete data.uuid;
+
+        amplitudeNock
+          .filteringPath(/httpapi.*user_id.*no-user-id-was-provided.*/g, '');
+
+        return analyticsService.trackPurchase(data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('sets platform as server', () => {
+        amplitudeNock
+          .filteringPath(/httpapi.*platform.*server.*/g, '');
+
+        return analyticsService.trackPurchase(data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('sends details about purchase', () => {
+        amplitudeNock
+          .filteringPath(/httpapi.*aypal-checkout%22%2C%22paymentMethod%22%3A%22PayPal%22%2C%22itemPurchased%22%3A%22Gems%22%2C%22purchaseType%22%3A%22checkout%22%2C%22gift%22%3Afalse%2C%22quantity%22%3A1%7D%2C%22event_type%22%3A%22purchase%22%2C%22revenue.*/g, '');
+
+        return analyticsService.trackPurchase(data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+
+      it('sends user data if provided', () => {
+        let stats = { class: 'wizard', exp: 5, gp: 23, hp: 10, lvl: 4, mp: 30 };
+        let user = {
+          stats: stats,
+          contributor: { level: 1 },
+          purchased: { plan: { planId: 'foo-plan' } },
+          flags: {tour: {intro: -2}},
+          habits: [{_id: 'habit'}],
+          dailys: [{_id: 'daily'}],
+          todos: [{_id: 'todo'}],
+          rewards: [{_id: 'reward'}]
+        };
+
+        data.user = user;
+
+        amplitudeNock
+          .filteringPath(/httpapi.*user_properties%22%3A%7B%22Class%22%3A%22wizard%22%2C%22Experience%22%3A5%2C%22Gold%22%3A23%2C%22Health%22%3A10%2C%22Level%22%3A4%2C%22Mana%22%3A30%2C%22tutorialComplete%22%3Atrue%2C%22Number%20Of%20Tasks%22%3A%7B%22habits%22%3A1%2C%22dailys%22%3A1%2C%22todos%22%3A1%2C%22rewards%22%3A1%7D%2C%22contributorLevel%22%3A1%2C%22subscription%22%3A%22foo-plan%22%7D%2C%22.*/g, '');
+
+        return analyticsService.trackPurchase(data)
+          .then((res) => {
+            amplitudeNock.done();
+          });
+      });
+    });
+
+    context('GA', () => {
+      it('calls out to GA', () => {
+        gaNock
+          .post('/collect')
+          .reply(200, {status: 'OK'});
+
+        return analyticsService.trackPurchase(data)
+          .then((res) => {
+            gaNock.done();
+          });
+      });
+
+      it('sends details about purchase', () => {
+        gaNock
+          .post('/collect', /ti=user-id&tr=8&v=1&tid=GA_ID&cid=.*&t=transaction/)
+          .reply(200, {status: 'OK'})
+          .post('/collect', /ec=commerce&ea=checkout&el=PayPal&ev=8&v=1&tid=GA_ID&cid=.*&t=event/)
+          .reply(200, {status: 'OK'});
+
+        return analyticsService.trackPurchase(data)
+          .then((res) => {
+            gaNock.done();
+          });
+      });
+    });
+  });
+
+  describe('mockAnalyticsService', () => {
+    it('has stubbed track method', () => {
+      expect(analyticsService.mockAnalyticsService).to.respondTo('track');
+    });
+
+    it('has stubbed trackPurchase method', () => {
+      expect(analyticsService.mockAnalyticsService).to.respondTo('trackPurchase');
+    });
+  });
+});
diff --git a/test/api/v3/unit/middlewares/analytics.test.js b/test/api/v3/unit/middlewares/analytics.test.js
new file mode 100644
index 0000000000..75df6c72dc
--- /dev/null
+++ b/test/api/v3/unit/middlewares/analytics.test.js
@@ -0,0 +1,32 @@
+import {
+  generateRes,
+  generateReq,
+  generateNext,
+} from '../../../../helpers/api-unit.helper';
+import analyticsService from '../../../../../website/src/libs/api-v3/analyticsService'
+import nconf from 'nconf';
+import attachAnalytics from '../../../../../website/src/middlewares/api-v3/analytics';
+
+describe('analytics middleware', function() {
+  let res, req, next;
+
+  beforeEach(() => {
+    res = generateRes();
+    req = generateReq();
+    next = generateNext();
+  });
+
+  it('attaches analytics object res.locals', function() {
+    attachAnalytics(req, res, next);
+
+    expect(res.analytics).to.exist;
+  });
+
+  it('attaches stubbed methods for non-prod environments', () => {
+    attachAnalytics(req, res, next);
+
+    expect(res.analytics.track).to.eql(analyticsService.mockAnalyticsService.track);
+    expect(res.analytics.trackPurchase).to.eql(analyticsService.mockAnalyticsService.trackPurchase);
+  });
+});
+
diff --git a/website/src/libs/api-v3/analyticsService.js b/website/src/libs/api-v3/analyticsService.js
new file mode 100644
index 0000000000..6e460097eb
--- /dev/null
+++ b/website/src/libs/api-v3/analyticsService.js
@@ -0,0 +1,240 @@
+/* eslint-disable camelcase */
+import nconf from 'nconf';
+import Amplitude from 'amplitude';
+import Q from 'q';
+import googleAnalytics from 'universal-analytics';
+import {
+  each,
+  omit,
+} from 'lodash';
+import { content as Content } from '../../../../common';
+
+require('coffee-script');
+require('../../libs/i18n');
+
+const AMPLIUDE_TOKEN = nconf.get('AMPLITUDE_KEY');
+const GA_TOKEN = nconf.get('GA_ID');
+const GA_POSSIBLE_LABELS = ['gaLabel', 'itemKey'];
+const GA_POSSIBLE_VALUES = ['gaValue', 'gemCost', 'goldCost'];
+const AMPLITUDE_PROPERTIES_TO_SCRUB = ['uuid', 'user', 'purchaseValue', 'gaLabel', 'gaValue'];
+
+let amplitude = new Amplitude(AMPLIUDE_TOKEN);
+let ga = googleAnalytics(GA_TOKEN);
+
+let _lookUpItemName = (itemKey) => {
+  if (!itemKey) return;
+
+  let gear = Content.gear.flat[itemKey];
+  let egg = Content.eggs[itemKey];
+  let food = Content.food[itemKey];
+  let hatchingPotion = Content.hatchingPotions[itemKey];
+  let quest = Content.quests[itemKey];
+  let spell = Content.special[itemKey];
+
+  let itemName;
+
+  if (gear) {
+    itemName = gear.text();
+  } else if (egg) {
+    itemName = `${egg.text()} Egg`;
+  } else if (food) {
+    itemName = food.text();
+  } else if (hatchingPotion) {
+    itemName = `${hatchingPotion.text()} Hatching Potion`;
+  } else if (quest) {
+    itemName = quest.text();
+  } else if (spell) {
+    itemName = spell.text();
+  }
+
+  return itemName;
+};
+
+let _formatUserData = (user) => {
+  let properties = {};
+
+  if (user.stats) {
+    properties.Class = user.stats.class;
+    properties.Experience = Math.floor(user.stats.exp);
+    properties.Gold = Math.floor(user.stats.gp);
+    properties.Health = Math.ceil(user.stats.hp);
+    properties.Level = user.stats.lvl;
+    properties.Mana = Math.floor(user.stats.mp);
+  }
+
+  properties.tutorialComplete = user.flags && user.flags.tour && user.flags.tour.intro === -2;
+
+  if (user.habits && user.dailys && user.todos && user.rewards) {
+    properties['Number Of Tasks'] = {
+      habits: user.habits.length,
+      dailys: user.dailys.length,
+      todos: user.todos.length,
+      rewards: user.rewards.length,
+    };
+  }
+
+  if (user.contributor && user.contributor.level) {
+    properties.contributorLevel = user.contributor.level;
+  }
+
+  if (user.purchased && user.purchased.plan.planId) {
+    properties.subscription = user.purchased.plan.planId;
+  }
+
+  return properties;
+};
+
+
+let _formatDataForAmplitude = (data) => {
+  let event_properties = omit(data, AMPLITUDE_PROPERTIES_TO_SCRUB);
+
+  let ampData = {
+    user_id: data.uuid || 'no-user-id-was-provided',
+    platform: 'server',
+    event_properties,
+  };
+
+  if (data.user) {
+    ampData.user_properties = _formatUserData(data.user);
+  }
+
+  let itemName = _lookUpItemName(data.itemKey);
+
+  if (itemName) {
+    event_properties.itemName = itemName;
+  }
+
+  return ampData;
+};
+
+let _sendDataToAmplitude = (eventType, data) => {
+  let amplitudeData = _formatDataForAmplitude(data);
+
+  amplitudeData.event_type = eventType;
+
+  return Q.promise((resolve, reject) => {
+    amplitude.track(amplitudeData)
+      .then(resolve)
+      .catch(reject);
+  });
+};
+
+let _generateLabelForGoogleAnalytics = (data) => {
+  let label;
+
+  each(GA_POSSIBLE_LABELS, (key) => {
+    if (data[key]) {
+      label = data[key];
+      return false; // exit each early
+    }
+  });
+
+  return label;
+};
+
+let _generateValueForGoogleAnalytics = (data) => {
+  let value;
+
+  each(GA_POSSIBLE_VALUES, (key) => {
+    if (data[key]) {
+      value = data[key];
+      return false; // exit each early
+    }
+  });
+
+  return value;
+};
+
+let _sendDataToGoogle = (eventType, data) => {
+  let eventData = {
+    ec: data.category,
+    ea: eventType,
+  };
+
+  let label = _generateLabelForGoogleAnalytics(data);
+
+  if (label) {
+    eventData.el = label;
+  }
+
+  let value = _generateValueForGoogleAnalytics(data);
+
+  if (value) {
+    eventData.ev = value;
+  }
+
+  return Q.promise((resolve, reject) => {
+    ga.event(eventData, (err) => {
+      if (err) return reject(err);
+      resolve();
+    });
+  });
+};
+
+let _sendPurchaseDataToAmplitude = (data) => {
+  let amplitudeData = _formatDataForAmplitude(data);
+
+  amplitudeData.event_type = 'purchase';
+  amplitudeData.revenue = data.purchaseValue;
+
+  return Q.promise((resolve, reject) => {
+    amplitude.track(amplitudeData)
+      .then(resolve)
+      .catch(reject);
+  });
+};
+
+let _sendPurchaseDataToGoogle = (data) => {
+  let label = data.paymentMethod;
+  let type = data.purchaseType;
+  let price = data.purchaseValue;
+  let qty = data.quantity;
+  let sku = data.sku;
+  let itemKey = data.itemPurchased;
+  let variation = type;
+
+  if (data.gift) variation += ' - Gift';
+
+  let eventData = {
+    ec: 'commerce',
+    ea: type,
+    el: label,
+    ev: price,
+  };
+
+  return Q.promise((resolve) => {
+    ga.event(eventData).send();
+
+    ga.transaction(data.uuid, price)
+      .item(price, qty, sku, itemKey, variation)
+      .send();
+
+    resolve();
+  });
+};
+
+function track (eventType, data) {
+  return Q.all([
+    _sendDataToAmplitude(eventType, data),
+    _sendDataToGoogle(eventType, data),
+  ]);
+}
+
+function trackPurchase (data) {
+  return Q.all([
+    _sendPurchaseDataToAmplitude(data),
+    _sendPurchaseDataToGoogle(data),
+  ]);
+}
+
+// Stub for non-prod environments
+let mockAnalyticsService = {
+  track: () => { },
+  trackPurchase: () => { },
+};
+
+export default {
+  track,
+  trackPurchase,
+  mockAnalyticsService,
+};
diff --git a/website/src/middlewares/api-v3/analytics.js b/website/src/middlewares/api-v3/analytics.js
new file mode 100644
index 0000000000..e4872fad56
--- /dev/null
+++ b/website/src/middlewares/api-v3/analytics.js
@@ -0,0 +1,23 @@
+import nconf from 'nconf';
+import {
+ track,
+ trackPurchase,
+ mockAnalyticsService,
+} from '../../libs/api-v3/analyticsService';
+
+let service;
+
+if (nconf.get('IS_PROD')) {
+  service = {
+    track,
+    trackPurchase,
+  };
+} else {
+  service = mockAnalyticsService;
+}
+
+export default function attachAnalytics (req, res, next) {
+  res.analytics = service;
+
+  next();
+}
diff --git a/website/src/middlewares/api-v3/index.js b/website/src/middlewares/api-v3/index.js
index 4d2053fe2b..82b85eee11 100644
--- a/website/src/middlewares/api-v3/index.js
+++ b/website/src/middlewares/api-v3/index.js
@@ -1,5 +1,6 @@
 // This module is only used to attach middlewares to the express app
 
+import analytics from './analytics';
 import errorHandler from './errorHandler';
 import bodyParser from 'body-parser';
 
@@ -11,6 +12,8 @@ export default function attachMiddlewares (app) {
   }));
   app.use(bodyParser.json());
 
+  app.use(analytics);
+
   // Error handler middleware, define as the last one
   app.use(errorHandler);
 }