diff --git a/Library/Homebrew/manpages/brew.1.md.erb b/Library/Homebrew/manpages/brew.1.md.erb
index 92acb86ee3..6e5cfb71d7 100644
--- a/Library/Homebrew/manpages/brew.1.md.erb
+++ b/Library/Homebrew/manpages/brew.1.md.erb
@@ -169,8 +169,6 @@ can take several different forms:
   * `HOMEBREW_NO_ANALYTICS`:
     If set, Homebrew will not send analytics. See: <https://github.com/Homebrew/brew/blob/master/share/doc/homebrew/Analytics.md#analytics>
 
-    *Note:* Homebrew currently disables analytics by default.
-
   * `HOMEBREW_NO_EMOJI`:
     If set, Homebrew will not print the `HOMEBREW_INSTALL_BADGE` on a
     successful build.
diff --git a/Library/Homebrew/utils/analytics.rb b/Library/Homebrew/utils/analytics.rb
index 44e14dd1d3..caf2a15c15 100644
--- a/Library/Homebrew/utils/analytics.rb
+++ b/Library/Homebrew/utils/analytics.rb
@@ -8,7 +8,6 @@ def analytics_label
 end
 
 def report_analytics(type, metadata = {})
-  return unless ENV["HOMEBREW_ANALYTICS"]
   return if ENV["HOMEBREW_NO_ANALYTICS"]
 
   args = %W[
diff --git a/Library/Homebrew/utils/analytics.sh b/Library/Homebrew/utils/analytics.sh
index 20c59fc49b..b0041a1d8f 100644
--- a/Library/Homebrew/utils/analytics.sh
+++ b/Library/Homebrew/utils/analytics.sh
@@ -1,5 +1,4 @@
 setup-analytics() {
-  [[ -z "$HOMEBREW_ANALYTICS" ]] && return
   [[ -n "$HOMEBREW_NO_ANALYTICS" ]] && return
 
   # User UUID file. Used for Homebrew user counting. Can be deleted and
@@ -27,7 +26,6 @@ setup-analytics() {
 }
 
 report-analytics-screenview-command() {
-  [[ -z "$HOMEBREW_ANALYTICS" ]] && return
   [[ -n "$HOMEBREW_NO_ANALYTICS" ]] && return
 
   # Don't report non-official commands.
diff --git a/share/doc/homebrew/Analytics.md b/share/doc/homebrew/Analytics.md
index 75b944d283..fda441146b 100644
--- a/share/doc/homebrew/Analytics.md
+++ b/share/doc/homebrew/Analytics.md
@@ -1,5 +1,5 @@
 # Homebrew's Anonymous Aggregate User Behaviour Analytics
-Homebrew will shortly begin gathering anonymous aggregate user behaviour analytics and reporting these to Google Analytics.
+Homebrew has begun gathering anonymous aggregate user behaviour analytics and reporting these to Google Analytics.
 
 ## Why?
 Homebrew is provided free of charge and run entirely by volunteers in their spare time. As a result, we do not have the resources to do detailed user studies of Homebrew users to decide on how best to design future features and prioritise current work. Anonymous aggregate user analytics allow us to prioritise fixes and features based on how, where and when people use Homebrew. For example:
diff --git a/share/doc/homebrew/brew.1.html b/share/doc/homebrew/brew.1.html
index 4356cf24a4..1f3b5142b0 100644
--- a/share/doc/homebrew/brew.1.html
+++ b/share/doc/homebrew/brew.1.html
@@ -516,9 +516,7 @@ Homebrew uses the GitHub API for features such as <code>brew search</code>.</p>
 the number of parallel jobs to run when building with <code>make</code>(1).</p>
 
 <p><em>Default:</em> the number of available CPU cores.</p></dd>
-<dt><code>HOMEBREW_NO_ANALYTICS</code></dt><dd><p>If set, Homebrew will not send analytics. See: <a href="https://github.com/Homebrew/brew/blob/master/share/doc/homebrew/Analytics.md#analytics" data-bare-link="true">https://github.com/Homebrew/brew/blob/master/share/doc/homebrew/Analytics.md#analytics</a></p>
-
-<p><em>Note:</em> Homebrew currently disables analytics by default.</p></dd>
+<dt><code>HOMEBREW_NO_ANALYTICS</code></dt><dd><p>If set, Homebrew will not send analytics. See: <a href="https://github.com/Homebrew/brew/blob/master/share/doc/homebrew/Analytics.md#analytics" data-bare-link="true">https://github.com/Homebrew/brew/blob/master/share/doc/homebrew/Analytics.md#analytics</a></p></dd>
 <dt><code>HOMEBREW_NO_EMOJI</code></dt><dd><p>If set, Homebrew will not print the <code>HOMEBREW_INSTALL_BADGE</code> on a
 successful build.</p>
 
diff --git a/share/man/man1/brew.1 b/share/man/man1/brew.1
index 5743824a3e..577dd95c82 100644
--- a/share/man/man1/brew.1
+++ b/share/man/man1/brew.1
@@ -723,9 +723,6 @@ If set, instructs Homebrew to use the value of \fBHOMEBREW_MAKE_JOBS\fR as the n
 \fBHOMEBREW_NO_ANALYTICS\fR
 If set, Homebrew will not send analytics\. See: \fIhttps://github\.com/Homebrew/brew/blob/master/share/doc/homebrew/Analytics\.md#analytics\fR
 .
-.IP
-\fINote:\fR Homebrew currently disables analytics by default\.
-.
 .TP
 \fBHOMEBREW_NO_EMOJI\fR
 If set, Homebrew will not print the \fBHOMEBREW_INSTALL_BADGE\fR on a successful build\.