diff --git a/Library/Homebrew/cask/installer.rb b/Library/Homebrew/cask/installer.rb
index 30dac0afc6..ceb2c528e5 100644
--- a/Library/Homebrew/cask/installer.rb
+++ b/Library/Homebrew/cask/installer.rb
@@ -111,7 +111,7 @@ module Cask
       install_artifacts
 
       if @cask.tap&.should_report_analytics?
-        ::Utils::Analytics.report_event("cask_install", @cask.token, on_request: true)
+        ::Utils::Analytics.report_event(:cask_install, @cask.token, on_request: true)
       end
 
       purge_backed_up_versioned_files
diff --git a/Library/Homebrew/extend/os/mac/utils/analytics.rb b/Library/Homebrew/extend/os/mac/utils/analytics.rb
index 6c96066994..f5cf12b1b5 100644
--- a/Library/Homebrew/extend/os/mac/utils/analytics.rb
+++ b/Library/Homebrew/extend/os/mac/utils/analytics.rb
@@ -8,20 +8,16 @@ module Utils
 
       sig { params(verbose: T::Boolean).returns(String) }
       def custom_prefix_label(verbose: false)
-        return generic_custom_prefix_label if Hardware::CPU.arm?
+        return generic_custom_prefix_label(verbose: verbose) if Hardware::CPU.arm?
 
         "non-/usr/local"
       end
 
       sig { params(verbose: T::Boolean).returns(String) }
       def arch_label(verbose: false)
-        if Hardware::CPU.arm?
-          "ARM"
-        elsif Hardware::CPU.in_rosetta2?
-          "Rosetta"
-        else
-          ""
-        end
+        return "Rosetta" if Hardware::CPU.in_rosetta2?
+
+        generic_arch_label(verbose: verbose)
       end
     end
   end
diff --git a/Library/Homebrew/formula_installer.rb b/Library/Homebrew/formula_installer.rb
index 8965f08f7c..6b5bd8a471 100644
--- a/Library/Homebrew/formula_installer.rb
+++ b/Library/Homebrew/formula_installer.rb
@@ -416,7 +416,7 @@ class FormulaInstaller
 
     if formula.tap&.should_report_analytics?
       action = "#{formula.full_name} #{options}".strip
-      Utils::Analytics.report_event("install", action, on_request: installed_on_request?)
+      Utils::Analytics.report_event(:formula_install, action, on_request: installed_on_request?)
     end
 
     self.class.attempted << formula
diff --git a/Library/Homebrew/test/utils/analytics_spec.rb b/Library/Homebrew/test/utils/analytics_spec.rb
index 3f1731d3e9..cb4c24179e 100644
--- a/Library/Homebrew/test/utils/analytics_spec.rb
+++ b/Library/Homebrew/test/utils/analytics_spec.rb
@@ -17,8 +17,10 @@ describe Utils::Analytics do
         allow(Hardware::CPU).to receive(:type).and_return(:intel)
         allow(Hardware::CPU).to receive(:in_rosetta2?).and_return(false)
         allow(Homebrew).to receive(:default_prefix?).and_return(false)
+        expect(described_class.os_arch_prefix_ci).to have_key(:google_prefix)
+        expect(described_class.os_arch_prefix_ci[:google_prefix]).to eq described_class.custom_prefix_label
         expect(described_class.os_arch_prefix_ci).to have_key(:prefix)
-        expect(described_class.os_arch_prefix_ci[:prefix]).to eq described_class.custom_prefix_label
+        expect(described_class.os_arch_prefix_ci[:prefix]).to eq HOMEBREW_PREFIX.to_s
       end
 
       it "returns OS_VERSION, ARM and prefix when HOMEBREW_PREFIX is a custom prefix on arm" do
@@ -27,27 +29,38 @@ describe Utils::Analytics do
         allow(Homebrew).to receive(:default_prefix?).and_return(false)
         expect(described_class.os_arch_prefix_ci).to have_key(:arch)
         expect(described_class.os_arch_prefix_ci[:arch]).to eq described_class.arch_label
+        expect(described_class.os_arch_prefix_ci).to have_key(:google_prefix)
+        expect(described_class.os_arch_prefix_ci[:google_prefix]).to eq described_class.custom_prefix_label
         expect(described_class.os_arch_prefix_ci).to have_key(:prefix)
-        expect(described_class.os_arch_prefix_ci[:prefix]).to eq described_class.custom_prefix_label
+        expect(described_class.os_arch_prefix_ci[:prefix]).to eq HOMEBREW_PREFIX.to_s
       end
 
       it "returns OS_VERSION, Rosetta and prefix when HOMEBREW_PREFIX is a custom prefix on Rosetta", :needs_macos do
         allow(Hardware::CPU).to receive(:type).and_return(:intel)
         allow(Hardware::CPU).to receive(:in_rosetta2?).and_return(true)
         allow(Homebrew).to receive(:default_prefix?).and_return(false)
+        expect(described_class.os_arch_prefix_ci).to have_key(:google_prefix)
+        expect(described_class.os_arch_prefix_ci[:google_prefix]).to eq described_class.custom_prefix_label
         expect(described_class.os_arch_prefix_ci).to have_key(:prefix)
-        expect(described_class.os_arch_prefix_ci[:prefix]).to eq described_class.custom_prefix_label
+        expect(described_class.os_arch_prefix_ci[:prefix]).to eq HOMEBREW_PREFIX.to_s
       end
 
       it "does not include prefix when HOMEBREW_PREFIX is the default prefix" do
         allow(Homebrew).to receive(:default_prefix?).and_return(true)
-        expect(described_class.os_arch_prefix_ci).not_to have_key(:prefix)
+        expect(described_class.os_arch_prefix_ci).not_to have_key(:google_prefix)
+        expect(described_class.os_arch_prefix_ci).to have_key(:prefix)
+        expect(described_class.os_arch_prefix_ci[:prefix]).to eq :default
       end
 
       it "includes CI when ENV['CI'] is set" do
         ENV["CI"] = "true"
         expect(described_class.os_arch_prefix_ci).to have_key(:ci)
       end
+
+      it "includes developer when ENV['CI'] is set" do
+        allow(Homebrew::EnvConfig).to receive(:developer?).and_return(true)
+        expect(described_class.os_arch_prefix_ci).to have_key(:developer)
+      end
     end
   end
 
@@ -61,14 +74,14 @@ describe Utils::Analytics do
         ENV["HOMEBREW_NO_ANALYTICS"] = "true"
         expect(described_class).not_to receive(:report_google)
         expect(described_class).not_to receive(:report_influx)
-        described_class.report_event("install", action)
+        described_class.report_event(:install, action)
       end
 
       it "returns nil when HOMEBREW_NO_ANALYTICS_THIS_RUN is true" do
         ENV["HOMEBREW_NO_ANALYTICS_THIS_RUN"] = "true"
         expect(described_class).not_to receive(:report_google)
         expect(described_class).not_to receive(:report_influx)
-        described_class.report_event("install", action)
+        described_class.report_event(:install, action)
       end
 
       it "returns nil when HOMEBREW_ANALYTICS_DEBUG is true" do
@@ -78,7 +91,7 @@ describe Utils::Analytics do
         expect(described_class).to receive(:report_google)
         expect(described_class).to receive(:report_influx)
 
-        described_class.report_event("install", action)
+        described_class.report_event(:install, action)
       end
     end
 
diff --git a/Library/Homebrew/utils/analytics.rb b/Library/Homebrew/utils/analytics.rb
index 3b0c395cc3..73e49681de 100644
--- a/Library/Homebrew/utils/analytics.rb
+++ b/Library/Homebrew/utils/analytics.rb
@@ -24,7 +24,7 @@ module Utils
       def report_google(type, metadata = {})
         os = metadata[:el][:os]
         arch = ", #{metadata[:el][:arch]}" if metadata[:el][:arch].present?
-        prefix = ", #{metadata[:el][:prefix]}" if metadata[:el][:prefix].present?
+        prefix = ", #{metadata[:el][:google_prefix]}" if metadata[:el][:google_prefix].present?
         ci = ", CI" if metadata[:el][:CI] == true
 
         metadata[:el] = "#{os}#{arch}#{prefix}#{ci}"
@@ -86,7 +86,7 @@ module Utils
         return unless ENV["HOMEBREW_ANALYTICS_ENABLE_INFLUX"]
 
         # Append general information to device information
-        tags = additional_tags.merge(action: action, on_request: !on_request.nil?)
+        tags = additional_tags.merge(package_and_options: action, on_request: !on_request.nil?)
                               .compact_blank
                               .map { |k, v| "#{k}=#{v.to_s.sub(" ", "\\ ")}" } # convert to key/value parameters
                               .join(",")
@@ -117,15 +117,16 @@ module Utils
         end
       end
 
-      sig { params(category: T.any(String, Symbol), action: String, on_request: T::Boolean).void }
+      sig { params(category: Symbol, action: String, on_request: T::Boolean).void }
       def report_event(category, action, on_request: false)
         return if not_this_run?
         return if disabled?
 
         google_label = os_arch_prefix_ci(verbose: false)
+        google_category = (category == :formula_install) ? "install" : category
 
         report_google(:event,
-                      ec: category,
+                      ec: google_category,
                       ea: action,
                       el: google_label,
                       ev: nil)
@@ -150,7 +151,7 @@ module Utils
         if (options = exception.options.to_a.map(&:to_s).join(" ").presence)
           action = "#{action} #{options}".strip
         end
-        report_event("BuildError", action)
+        report_event(:build_error, action)
       end
 
       def messages_displayed?
@@ -290,10 +291,21 @@ module Utils
       def arch_label(verbose: false)
         if Hardware::CPU.arm?
           "ARM"
+        elsif verbose
+          "x86_64"
         else
           ""
         end
       end
+      alias generic_arch_label arch_label
+
+      sig { returns(String) }
+      def homebrew_version
+        version = HOMEBREW_VERSION.match(/^([\d.]*)-?/)[1]
+        return "#{version}-dev" if HOMEBREW_VERSION.include?("-")
+
+        version
+      end
 
       def clear_os_arch_prefix_ci
         return unless instance_variable_defined?(:@os_arch_prefix_ci)
@@ -305,17 +317,20 @@ module Utils
       def os_arch_prefix_ci(verbose: false)
         @os_arch_prefix_ci ||= begin
           data = {
-            os:        OS_VERSION,
-            developer: Homebrew::EnvConfig.developer?,
-            version:   HOMEBREW_VERSION,
-            system:    HOMEBREW_SYSTEM,
-            ci:        ENV["CI"].present?,
-            arch:      arch_label(verbose: verbose),
-            prefix:    custom_prefix_label(verbose: verbose),
+            version:             homebrew_version,
+            google_prefix:       custom_prefix_label(verbose: verbose),
+            prefix:              HOMEBREW_PREFIX.to_s,
+            ci:                  ENV["CI"].present?,
+            developer:           Homebrew::EnvConfig.developer?,
+            arch:                arch_label(verbose: verbose),
+            os:                  HOMEBREW_SYSTEM,
+            os_name_and_version: OS_VERSION,
           }
+
           unless verbose
             data.delete(:arch) if data[:arch].blank?
-            data.delete(:prefix) if Homebrew.default_prefix?
+            data.delete(:google_prefix) if Homebrew.default_prefix?
+            data[:prefix] = :default if Homebrew.default_prefix?
           end
 
           data