diff --git a/packages/create-gatsby/package.json b/packages/create-gatsby/package.json
index 05731910d136f..3558a0202c82d 100644
--- a/packages/create-gatsby/package.json
+++ b/packages/create-gatsby/package.json
@@ -30,11 +30,13 @@
     "gatsby-plugin-utils": "^0.4.0-next.0",
     "joi": "^17.2.1",
     "microbundle": "^0.12.4",
+    "node-fetch": "^2.6.1",
     "prettier": "^2.1.2",
     "string-length": "^4.0.1",
     "terminal-link": "^2.1.1",
     "tiny-spin": "^1.0.2",
-    "typescript": "^4.0.5"
+    "typescript": "^4.0.5",
+    "uuid": "3.4.0"
   },
   "repository": {
     "type": "git",
diff --git a/packages/create-gatsby/src/index.ts b/packages/create-gatsby/src/index.ts
index 3a5ef0ed29ac0..dcbea986198c2 100644
--- a/packages/create-gatsby/src/index.ts
+++ b/packages/create-gatsby/src/index.ts
@@ -11,6 +11,11 @@ import { plugin } from "./components/plugin"
 import { makePluginConfigQuestions } from "./plugin-options-form"
 import { center, rule, wrap } from "./components/utils"
 import { stripIndent } from "common-tags"
+import { trackCli } from "./tracking"
+import crypto from "crypto"
+
+const sha256 = (str: string): string =>
+  crypto.createHash(`sha256`).update(str).digest(`hex`)
 
 /**
  * Hide string on windows (for emojis)
@@ -128,6 +133,8 @@ export type PluginConfigMap = Record<string, Record<string, unknown>>
 const removeKey = (plugin: string): string => plugin.split(`:`)[0]
 
 export async function run(): Promise<void> {
+  trackCli(`CREATE_GATSBY_START`)
+
   const { version } = require(`../package.json`)
 
   console.log(c.grey(`create-gatsby version ${version}`))
@@ -137,8 +144,8 @@ export async function run(): Promise<void> {
 
 
 ${center(c.blueBright.bold.underline(`Welcome to Gatsby!`))}
-   
-                
+
+
 `
   )
   console.log(c.red(rule()))
@@ -167,6 +174,23 @@ ${center(c.blueBright.bold.underline(`Welcome to Gatsby!`))}
 
   const data = await enquirer.prompt(questions)
 
+  trackCli(`CREATE_GATSBY_SELECT_OPTION`, {
+    name: `project_name`,
+    valueString: sha256(data.project),
+  })
+  trackCli(`CREATE_GATSBY_SELECT_OPTION`, {
+    name: `CMS`,
+    valueString: data.cms || `none`,
+  })
+  trackCli(`CREATE_GATSBY_SELECT_OPTION`, {
+    name: `CSS_TOOLS`,
+    valueString: data.styling || `none`,
+  })
+  trackCli(`CREATE_GATSBY_SELECT_OPTION`, {
+    name: `PLUGIN`,
+    valueStringArray: data.features || [],
+  })
+
   const messages: Array<string> = [
     `${w(`🛠  `)}Create a new Gatsby site in the folder ${c.magenta(
       data.project
@@ -245,9 +269,14 @@ ${center(c.blueBright.bold.underline(`Welcome to Gatsby!`))}
       `\nGreat! A few of the selections you made need to be configured. Please fill in the options for each plugin now:\n`
     )
 
+    trackCli(`CREATE_GATSBY_SET_PLUGINS_START`)
+
     const enquirer = new Enquirer<Record<string, {}>>()
     enquirer.use(plugin)
+
     pluginConfig = { ...pluginConfig, ...(await enquirer.prompt(config)) }
+
+    trackCli(`CREATE_GATSBY_SET_PLUGINS_STOP`)
   }
 
   console.log(`
@@ -266,6 +295,8 @@ ${c.bold(`Thanks! Here's what we'll now do:`)}
   })
 
   if (!confirm) {
+    trackCli(`CREATE_GATSBY_CANCEL`)
+
     console.log(`OK, bye!`)
     return
   }
@@ -289,7 +320,7 @@ ${c.bold(`Thanks! Here's what we'll now do:`)}
     stripIndent`
     ${w(`🎉  `)}Your new Gatsby site ${c.bold(
       data.project
-    )} has been successfully bootstrapped 
+    )} has been successfully bootstrapped
     at ${c.bold(path.resolve(data.project))}.
     `
   )
@@ -304,4 +335,14 @@ ${c.bold(`Thanks! Here's what we'll now do:`)}
   console.log(`See all commands at\n
   ${c.blueBright(`https://www.gatsbyjs.com/docs/gatsby-cli/`)}
   `)
+
+  trackCli(`CREATE_GATSBY_SUCCESS`)
 }
+
+process.on(`exit`, exitCode => {
+  trackCli(`CREATE_GATSBY_END`, { exitCode })
+
+  if (exitCode === -1) {
+    trackCli(`CREATE_GATSBY_ERROR`)
+  }
+})
diff --git a/packages/create-gatsby/src/tracking.ts b/packages/create-gatsby/src/tracking.ts
new file mode 100644
index 0000000000000..531b5bdd916dc
--- /dev/null
+++ b/packages/create-gatsby/src/tracking.ts
@@ -0,0 +1,46 @@
+import fetch from "node-fetch"
+import uuidv4 from "uuid/v4"
+import { getConfigStore } from "./get-config-store"
+
+const store = getConfigStore()
+const gatsbyCliVersion = require(`../package.json`).version
+const analyticsApi =
+  process.env.GATSBY_TELEMETRY_API || `https://analytics.gatsbyjs.com/events`
+
+const getMachineId = (): string => {
+  let machineId = store.get(`telemetry.machineId`)
+
+  if (typeof machineId !== `string`) {
+    machineId = uuidv4()
+    store.set(`telemetry.machineId`, machineId)
+  }
+
+  return machineId
+}
+
+export interface ITrackCliArgs {
+  name?: string
+  valueString?: string
+  exitCode?: number
+  valueStringArray?: Array<string>
+}
+
+export const trackCli = (eventType: string, args?: ITrackCliArgs): void => {
+  fetch(analyticsApi, {
+    method: `POST`,
+    headers: {
+      "content-type": `application/json`,
+      "user-agent": `create-gatsby:${gatsbyCliVersion}`,
+    },
+    body: JSON.stringify({
+      eventType,
+      time: new Date(),
+      sessionId: uuidv4(),
+      machineId: getMachineId(),
+      componentId: `create-gatsby`,
+      componentVersion: 1,
+      gatsbyCliVersion,
+      ...args,
+    }),
+  }).catch(() => {}) /* do nothing, it's telemetry */
+}
diff --git a/packages/create-gatsby/src/types.d.ts b/packages/create-gatsby/src/types.d.ts
index 0acf19b243a69..105fddd102e9d 100644
--- a/packages/create-gatsby/src/types.d.ts
+++ b/packages/create-gatsby/src/types.d.ts
@@ -1,2 +1,3 @@
 declare module "stream-filter"
 declare module "ansi-wordwrap"
+declare module 'uuid/v4';
diff --git a/packages/gatsby-telemetry/src/in-memory-store.ts b/packages/gatsby-telemetry/src/in-memory-store.ts
index 371480e56dedb..ec4ead3fc611c 100644
--- a/packages/gatsby-telemetry/src/in-memory-store.ts
+++ b/packages/gatsby-telemetry/src/in-memory-store.ts
@@ -1,4 +1,4 @@
-import uuidv4 from "uuid"
+import uuidv4 from "uuid/v4"
 import os from "os"
 import { join } from "path"