diff --git a/website/Makefile b/website/Makefile
index 82b2cedc1..934ed941e 100644
--- a/website/Makefile
+++ b/website/Makefile
@@ -8,7 +8,7 @@ build:
 		--tty \
 		--volume "$(shell pwd):/website" \
 		hashicorp/middleman-hashicorp:${VERSION} \
-		bundle exec middleman build --verbose --clean
+		ENV=production bundle exec middleman build --verbose --clean
 
 website:
 	@echo "==> Starting website in Docker..."
diff --git a/website/config.rb b/website/config.rb
index 63b2de323..38ef7eb6f 100644
--- a/website/config.rb
+++ b/website/config.rb
@@ -8,6 +8,16 @@ activate :hashicorp do |h|
 end
 
 helpers do
+  # Returns a segment tracking ID such that local development is not
+  # tracked to production systems.
+  def segmentId()
+    if (ENV['ENV'] == 'production')
+      'AjXdfmTTk1I9q9dfyePuDFHBrz1tCO3l'
+    else
+      '0EXTgkNx0Ydje2PGXVbRhpKKoe5wtzcE'
+    end
+  end
+
   # Returns the FQDN of the image URL.
   #
   # @param [String] path
diff --git a/website/source/assets/javascripts/analytics.js b/website/source/assets/javascripts/analytics.js
new file mode 100644
index 000000000..17ca06dd9
--- /dev/null
+++ b/website/source/assets/javascripts/analytics.js
@@ -0,0 +1,9 @@
+document.addEventListener('DOMContentLoaded', () => {
+  track('.downloads .download a', el => {
+    return {
+      event: 'Download',
+      category: 'Button',
+      label: `Packer | v${el.href.match(/\/(\d+\.\d+\.\d+)\//)[1]}`
+    }
+  })
+})
diff --git a/website/source/assets/javascripts/application.js b/website/source/assets/javascripts/application.js
index 5d2365e14..ae70e571d 100644
--- a/website/source/assets/javascripts/application.js
+++ b/website/source/assets/javascripts/application.js
@@ -3,3 +3,6 @@
 
 //= require hashicorp/mega-nav
 //= require hashicorp/sidebar
+//= require hashicorp/analytics
+
+//= require analytics
diff --git a/website/source/layouts/layout.erb b/website/source/layouts/layout.erb
index ab0f53361..aa476c059 100644
--- a/website/source/layouts/layout.erb
+++ b/website/source/layouts/layout.erb
@@ -119,14 +119,16 @@
     </div>
 
     <script>
-      (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
-      (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
-      m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
-      })(window,document,'script','//www.google-analytics.com/analytics.js','ga');
-
-      ga('create', 'UA-43075859-1', 'packer.io');
-      ga('require', 'linkid');
-      ga('send', 'pageview', location.pathname);
+      // ga async load
+      window['GoogleAnalyticsObject'] = 'ga';
+      window['ga'] = window['ga'] || function() {
+        (window['ga'].q = window['ga'].q || []).push(arguments)
+      };
+      // analytics.js
+      !function(){var analytics=window.analytics=window.analytics||[];if(!analytics.initialize)if(analytics.invoked)window.console&&console.error&&console.error("Segment snippet included twice.");else{analytics.invoked=!0;analytics.methods=["trackSubmit","trackClick","trackLink","trackForm","pageview","identify","reset","group","track","ready","alias","debug","page","once","off","on"];analytics.factory=function(t){return function(){var e=Array.prototype.slice.call(arguments);e.unshift(t);analytics.push(e);return analytics}};for(var t=0;t<analytics.methods.length;t++){var e=analytics.methods[t];analytics[e]=analytics.factory(e)}analytics.load=function(t){var e=document.createElement("script");e.type="text/javascript";e.async=!0;e.src=("https:"===document.location.protocol?"https://":"http://")+"cdn.segment.com/analytics.js/v1/"+t+"/analytics.min.js";var n=document.getElementsByTagName("script")[0];n.parentNode.insertBefore(e,n)};analytics.SNIPPET_VERSION="4.0.0";
+      analytics.load("<%= segmentId %>");
+      analytics.page();
+      }}();
     </script>
 
     <script type="application/ld+json">