diff --git a/package-lock.json b/package-lock.json
index 8568544..ab444c7 100644
--- a/package-lock.json
+++ b/package-lock.json
@@ -4,6 +4,11 @@
   "lockfileVersion": 1,
   "requires": true,
   "dependencies": {
+    "@amplitude/ua-parser-js": {
+      "version": "0.7.20",
+      "resolved": "https://registry.npmjs.org/@amplitude/ua-parser-js/-/ua-parser-js-0.7.20.tgz",
+      "integrity": "sha512-bmW++BLt1Hg+4HCExLXP+0Jhgy2eTsEevqkVc5o4yYbgwdP/gV3gEQXzyVrMVlWWNLgph/tFIkf5PVlSpCELEg=="
+    },
     "@babel/code-frame": {
       "version": "7.0.0",
       "resolved": "https://registry.npmjs.org/@babel/code-frame/-/code-frame-7.0.0.tgz",
@@ -1910,7 +1915,8 @@
             },
             "ansi-regex": {
               "version": "2.1.1",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "aproba": {
               "version": "1.2.0",
@@ -1928,11 +1934,13 @@
             },
             "balanced-match": {
               "version": "1.0.0",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "brace-expansion": {
               "version": "1.1.11",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "balanced-match": "^1.0.0",
                 "concat-map": "0.0.1"
@@ -1945,15 +1953,18 @@
             },
             "code-point-at": {
               "version": "1.1.0",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "concat-map": {
               "version": "0.0.1",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "console-control-strings": {
               "version": "1.1.0",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "core-util-is": {
               "version": "1.0.2",
@@ -2056,7 +2067,8 @@
             },
             "inherits": {
               "version": "2.0.3",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "ini": {
               "version": "1.3.5",
@@ -2066,6 +2078,7 @@
             "is-fullwidth-code-point": {
               "version": "1.0.0",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "number-is-nan": "^1.0.0"
               }
@@ -2078,17 +2091,20 @@
             "minimatch": {
               "version": "3.0.4",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "brace-expansion": "^1.1.7"
               }
             },
             "minimist": {
               "version": "0.0.8",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "minipass": {
               "version": "2.3.5",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "safe-buffer": "^5.1.2",
                 "yallist": "^3.0.0"
@@ -2105,6 +2121,7 @@
             "mkdirp": {
               "version": "0.5.1",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "minimist": "0.0.8"
               }
@@ -2177,7 +2194,8 @@
             },
             "number-is-nan": {
               "version": "1.0.1",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "object-assign": {
               "version": "4.1.1",
@@ -2187,6 +2205,7 @@
             "once": {
               "version": "1.4.0",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "wrappy": "1"
               }
@@ -2262,7 +2281,8 @@
             },
             "safe-buffer": {
               "version": "5.1.2",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "safer-buffer": {
               "version": "2.1.2",
@@ -2292,6 +2312,7 @@
             "string-width": {
               "version": "1.0.2",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "code-point-at": "^1.0.0",
                 "is-fullwidth-code-point": "^1.0.0",
@@ -2309,6 +2330,7 @@
             "strip-ansi": {
               "version": "3.0.1",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "ansi-regex": "^2.0.0"
               }
@@ -2347,11 +2369,13 @@
             },
             "wrappy": {
               "version": "1.0.2",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "yallist": {
               "version": "3.0.3",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             }
           }
         },
@@ -3059,6 +3083,33 @@
       "resolved": "https://registry.npmjs.org/alphanum-sort/-/alphanum-sort-1.0.2.tgz",
       "integrity": "sha1-l6ERlkmyEa0zaR2fn0hqjsn74KM="
     },
+    "amplitude-js": {
+      "version": "5.8.0",
+      "resolved": "https://registry.npmjs.org/amplitude-js/-/amplitude-js-5.8.0.tgz",
+      "integrity": "sha512-eqlDsAQu/5CQQ6C6ePA9gicjgNHlw/C+DIOFMqsq5uIBQEN8EG4O3YVgQe/R22RxQqFkyBGZSNrBCQwEw42ghQ==",
+      "requires": {
+        "@amplitude/ua-parser-js": "0.7.20",
+        "blueimp-md5": "^2.10.0",
+        "query-string": "5"
+      },
+      "dependencies": {
+        "query-string": {
+          "version": "5.1.1",
+          "resolved": "https://registry.npmjs.org/query-string/-/query-string-5.1.1.tgz",
+          "integrity": "sha512-gjWOsm2SoGlgLEdAGt7a6slVOk9mGiXmPFMqrEhLQ68rhQuBnpfs3+EmlvqKyxnCo9/PPlF+9MtY02S1aFg+Jw==",
+          "requires": {
+            "decode-uri-component": "^0.2.0",
+            "object-assign": "^4.1.0",
+            "strict-uri-encode": "^1.0.0"
+          }
+        },
+        "strict-uri-encode": {
+          "version": "1.1.0",
+          "resolved": "https://registry.npmjs.org/strict-uri-encode/-/strict-uri-encode-1.1.0.tgz",
+          "integrity": "sha1-J5siXfHVgrH1TmWt3UNS4Y+qBxM="
+        }
+      }
+    },
     "ansi-colors": {
       "version": "3.2.3",
       "resolved": "https://registry.npmjs.org/ansi-colors/-/ansi-colors-3.2.3.tgz",
@@ -4102,6 +4153,11 @@
       "resolved": "https://registry.npmjs.org/bluebird/-/bluebird-3.5.2.tgz",
       "integrity": "sha512-dhHTWMI7kMx5whMQntl7Vr9C6BvV10lFXDAasnqnrMYhXVCzzk6IO9Fo2L75jXHT07WrOngL1WDXOp+yYS91Yg=="
     },
+    "blueimp-md5": {
+      "version": "2.12.0",
+      "resolved": "https://registry.npmjs.org/blueimp-md5/-/blueimp-md5-2.12.0.tgz",
+      "integrity": "sha512-zo+HIdIhzojv6F1siQPqPFROyVy7C50KzHv/k/Iz+BtvtVzSHXiMXOpq2wCfNkeBqdCv+V8XOV96tsEt2W/3rQ=="
+    },
     "bn.js": {
       "version": "4.11.8",
       "resolved": "https://registry.npmjs.org/bn.js/-/bn.js-4.11.8.tgz",
@@ -7177,7 +7233,8 @@
         },
         "ansi-regex": {
           "version": "2.1.1",
-          "bundled": true
+          "bundled": true,
+          "optional": true
         },
         "aproba": {
           "version": "1.2.0",
@@ -7195,11 +7252,13 @@
         },
         "balanced-match": {
           "version": "1.0.0",
-          "bundled": true
+          "bundled": true,
+          "optional": true
         },
         "brace-expansion": {
           "version": "1.1.11",
           "bundled": true,
+          "optional": true,
           "requires": {
             "balanced-match": "^1.0.0",
             "concat-map": "0.0.1"
@@ -7212,15 +7271,18 @@
         },
         "code-point-at": {
           "version": "1.1.0",
-          "bundled": true
+          "bundled": true,
+          "optional": true
         },
         "concat-map": {
           "version": "0.0.1",
-          "bundled": true
+          "bundled": true,
+          "optional": true
         },
         "console-control-strings": {
           "version": "1.1.0",
-          "bundled": true
+          "bundled": true,
+          "optional": true
         },
         "core-util-is": {
           "version": "1.0.2",
@@ -7323,7 +7385,8 @@
         },
         "inherits": {
           "version": "2.0.3",
-          "bundled": true
+          "bundled": true,
+          "optional": true
         },
         "ini": {
           "version": "1.3.5",
@@ -7333,6 +7396,7 @@
         "is-fullwidth-code-point": {
           "version": "1.0.0",
           "bundled": true,
+          "optional": true,
           "requires": {
             "number-is-nan": "^1.0.0"
           }
@@ -7345,17 +7409,20 @@
         "minimatch": {
           "version": "3.0.4",
           "bundled": true,
+          "optional": true,
           "requires": {
             "brace-expansion": "^1.1.7"
           }
         },
         "minimist": {
           "version": "0.0.8",
-          "bundled": true
+          "bundled": true,
+          "optional": true
         },
         "minipass": {
           "version": "2.3.5",
           "bundled": true,
+          "optional": true,
           "requires": {
             "safe-buffer": "^5.1.2",
             "yallist": "^3.0.0"
@@ -7372,6 +7439,7 @@
         "mkdirp": {
           "version": "0.5.1",
           "bundled": true,
+          "optional": true,
           "requires": {
             "minimist": "0.0.8"
           }
@@ -7450,7 +7518,8 @@
         },
         "number-is-nan": {
           "version": "1.0.1",
-          "bundled": true
+          "bundled": true,
+          "optional": true
         },
         "object-assign": {
           "version": "4.1.1",
@@ -7460,6 +7529,7 @@
         "once": {
           "version": "1.4.0",
           "bundled": true,
+          "optional": true,
           "requires": {
             "wrappy": "1"
           }
@@ -7535,7 +7605,8 @@
         },
         "safe-buffer": {
           "version": "5.1.2",
-          "bundled": true
+          "bundled": true,
+          "optional": true
         },
         "safer-buffer": {
           "version": "2.1.2",
@@ -7565,6 +7636,7 @@
         "string-width": {
           "version": "1.0.2",
           "bundled": true,
+          "optional": true,
           "requires": {
             "code-point-at": "^1.0.0",
             "is-fullwidth-code-point": "^1.0.0",
@@ -7582,6 +7654,7 @@
         "strip-ansi": {
           "version": "3.0.1",
           "bundled": true,
+          "optional": true,
           "requires": {
             "ansi-regex": "^2.0.0"
           }
@@ -7620,11 +7693,13 @@
         },
         "wrappy": {
           "version": "1.0.2",
-          "bundled": true
+          "bundled": true,
+          "optional": true
         },
         "yallist": {
           "version": "3.0.3",
-          "bundled": true
+          "bundled": true,
+          "optional": true
         }
       }
     },
@@ -9461,7 +9536,8 @@
             },
             "ansi-regex": {
               "version": "2.1.1",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "aproba": {
               "version": "1.2.0",
@@ -9479,11 +9555,13 @@
             },
             "balanced-match": {
               "version": "1.0.0",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "brace-expansion": {
               "version": "1.1.11",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "balanced-match": "^1.0.0",
                 "concat-map": "0.0.1"
@@ -9496,15 +9574,18 @@
             },
             "code-point-at": {
               "version": "1.1.0",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "concat-map": {
               "version": "0.0.1",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "console-control-strings": {
               "version": "1.1.0",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "core-util-is": {
               "version": "1.0.2",
@@ -9607,7 +9688,8 @@
             },
             "inherits": {
               "version": "2.0.3",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "ini": {
               "version": "1.3.5",
@@ -9617,6 +9699,7 @@
             "is-fullwidth-code-point": {
               "version": "1.0.0",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "number-is-nan": "^1.0.0"
               }
@@ -9629,17 +9712,20 @@
             "minimatch": {
               "version": "3.0.4",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "brace-expansion": "^1.1.7"
               }
             },
             "minimist": {
               "version": "0.0.8",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "minipass": {
               "version": "2.3.5",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "safe-buffer": "^5.1.2",
                 "yallist": "^3.0.0"
@@ -9656,6 +9742,7 @@
             "mkdirp": {
               "version": "0.5.1",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "minimist": "0.0.8"
               }
@@ -9728,7 +9815,8 @@
             },
             "number-is-nan": {
               "version": "1.0.1",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "object-assign": {
               "version": "4.1.1",
@@ -9738,6 +9826,7 @@
             "once": {
               "version": "1.4.0",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "wrappy": "1"
               }
@@ -9813,7 +9902,8 @@
             },
             "safe-buffer": {
               "version": "5.1.2",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "safer-buffer": {
               "version": "2.1.2",
@@ -9843,6 +9933,7 @@
             "string-width": {
               "version": "1.0.2",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "code-point-at": "^1.0.0",
                 "is-fullwidth-code-point": "^1.0.0",
@@ -9860,6 +9951,7 @@
             "strip-ansi": {
               "version": "3.0.1",
               "bundled": true,
+              "optional": true,
               "requires": {
                 "ansi-regex": "^2.0.0"
               }
@@ -9898,11 +9990,13 @@
             },
             "wrappy": {
               "version": "1.0.2",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             },
             "yallist": {
               "version": "3.0.3",
-              "bundled": true
+              "bundled": true,
+              "optional": true
             }
           }
         },
diff --git a/package.json b/package.json
index b12e4ca..e63139f 100644
--- a/package.json
+++ b/package.json
@@ -12,6 +12,7 @@
     "@rehooks/component-size": "^1.0.2",
     "@svgr/webpack": "2.4.1",
     "ajv": "^6.10.0",
+    "amplitude-js": "^5.8.0",
     "axios": "^0.18.1",
     "babel-core": "7.0.0-bridge.0",
     "babel-eslint": "9.0.0",
diff --git a/src/App.js b/src/App.js
index 474ef97..8b2b365 100644
--- a/src/App.js
+++ b/src/App.js
@@ -1,4 +1,5 @@
 import React, { Component } from 'react';
+import amplitude from 'amplitude-js';
 import {
   Router,
   Location,
@@ -15,7 +16,10 @@ import {
   NotificationsRedesign,
 } from './pages';
 
-// @TODO: abstract further once confirmed this works.
+
+// Initalize Amplitude for this session.
+amplitude.init('752af9db0250fe93d507f42362a2977d');
+
 function gtag () {
   window.dataLayer = window.dataLayer || [];
   window.dataLayer.push(arguments);
diff --git a/src/pages/NotificationsRedesign/index.js b/src/pages/NotificationsRedesign/index.js
index 62feece..ad66da8 100644
--- a/src/pages/NotificationsRedesign/index.js
+++ b/src/pages/NotificationsRedesign/index.js
@@ -1,5 +1,6 @@
 import React from 'react';
 import moment from 'moment';
+import amplitude from 'amplitude-js';
 import { Redirect } from "@reach/router";
 import { compose } from 'recompose';
 import { withNotificationsProvider } from '../../providers/Notifications';
@@ -41,22 +42,16 @@ export const Mode = {
   OLD: 3
 };
 
-// @TODO: abstract further once confirmed this works.
-function gtag () {
-  window.dataLayer = window.dataLayer || [];
-  window.dataLayer.push(arguments);
-}
-
-function gaTrackNotificationStaged (value) {
-  gtag('event', 'notification_staged', {
+function logNotificationRead (value) {
+  amplitude.getInstance().logEvent('notification_read', {
     event_category: 'notification',
     event_label: 'Notification read',
     value
   });
 }
 
-function gaTrackNotificationRead (value) {
-  gtag('event', 'notification_read', {
+function logNotificationArchived (value) {
+  amplitude.getInstance().logEvent('notification_archived', {
     event_category: 'notification',
     event_label: 'Notification archived',
     value
@@ -266,14 +261,14 @@ class NotificationsPage extends React.Component {
   }
 
   enhancedOnStageThread = (thread_id, repository) => {
-    gaTrackNotificationStaged(thread_id);
+    logNotificationRead(thread_id);
     this.props.storageApi.incrStat('stagedCount');
     this.props.storageApi.incrStat(repository + '-stagedCount', '__REPO__');
     this.props.notificationsApi.stageThread(thread_id);
   }
 
   enhancedOnMarkAsRead = (thread_id, repository) => {
-    gaTrackNotificationRead(thread_id);
+    logNotificationArchived(thread_id);
     this.props.storageApi.incrStat('stagedCount');
     this.props.storageApi.incrStat(repository + '-stagedCount', '__REPO__');
     this.props.notificationsApi.markAsRead(thread_id);