diff --git a/documentation/guides/frontend/analytics.md b/documentation/guides/frontend/analytics.md
index 93e37a3427d..1efc7ed2bb7 100644
--- a/documentation/guides/frontend/analytics.md
+++ b/documentation/guides/frontend/analytics.md
@@ -1,23 +1,130 @@
 # Analytics
 
-Analytics on the frontend requires the Plausible setup to be up and running.
+Openverse uses Plausible for analytics. This document describes how to set up
+and use the Openverse Plausible integration. It is not necessary to set up
+Plausible for general frontend development unless specifically working on custom
+events.
 
-## Starting up
+Running Plausible locally requires Docker and docker-compose.
 
-Bring up the Docker services needed by the frontend. This includes Plausible and
-the PostgreSQL and Clickhouse databases it needs.
+## Plausible set up and first run
 
-```console
+Use the following `just` recipes to set Plausible up locally:
+
+```sh
+# Runs the portion of the docker-compose stack that includes Plausible
 $ just frontend/up
+
+# Sets up Plausible with a default user and the localhost testing site
+# Only necessary the first time you run Plausible locally, when adding
+# new custom events, or any time after you run `just down -v`
+$ just frontend/init
 ```
 
-The `frontend/up` recipe orchestrates the following services: `plausible_ch`,
-`plasible_db` and `plausible`.
+If you have already run `just up` and `just init` at the root of the repository,
+then Plausible is already set up and running the commands above is not
+necessary.
+
+> **Note**
+>
+> `just frontend/up` may take some time on first run as it will need to download
+> various docker images required for the Plausible stack.
+
+## Access Plausible
+
+Plausible is accessible at <http://0.0.0.0:50288>. The default localhost
+username and password are:
+
+- Username: `deploy@example.com`
+- Password: `deploy`
+
+Our setup script will have already added the "localhost" site used for testing
+the Plausible integration on a locally running Openverse frontend. Refer to
+[the frontend quickstart documentation](./quickstart.md) for instructions to set
+up the Openverse frontend locally.
+
+## Custom events
+
+Plausible supports custom events via its "goals" feature.
+[Plausible's documentation for this feature can be found here](https://plausible.io/docs/custom-event-goals).
+
+Sending custom events to Plausible is done by calling the `sendCustomEvents`
+function. For this function to accept a custom event name, you must update the
+`Events` type in `frontend/src/types/analyticts.ts` to include the new event
+name and any payload elements unique to the event.
+
+Custom events must be added to Plausible for it to record them. You may do this
+one of two ways:
+
+- Automatically:
+  1.  Run `just frontend/init`, which automatically extracts the events name
+      from the `Events` type
+- Manually:
+  1.  Visit <http://0.0.0.0:50288/localhost/settings/goals> and click the "+ Add
+      goal" button
+  2.  Select the "custom event" trigger and add the custom event name in the
+      text box
+  3.  Click "add goal" to save the new custom event
+
+**If you are testing custom events added by others, you must also follow this
+process for them to appear in your local environment. `just frontend/init` will
+be the simplest way to do so in those cases, provided the change request
+includes the necessary changes to the `Events` type.**
+
+After adding the custom event, upon receiving at least one instance of the
+event, Plausible will display the event under the "Goal Conversions" section on
+the stats page. It will look like this:
+
+![Plausible "Goal Conversions" example at bottom of site stats page](./goal-conversions.png)
+
+If you are adding a new custom event that includes unique payload elements, you
+can click the custom event name in the "Goal Conversions" section to reveal the
+payload elements and confirm that your payload items appear as expected.
+
+### Sending
+
+To send a custom event from the frontend, use the `sendCustomEvents` function
+generated by the `useAnalytics` composable. For example:
+
+```ts
+import { useAnalytics } from "~/composables/use-analytics"
+
+const { sendCustomEvent } = useAnalytics()
+const handleClick = () => {
+  sendCustomEvent("COOL_EVENT_NAME", {
+    mediaType: props.mediaType,
+  })
+}
+```
+
+**You must set up the custom event following the instructions in the previous
+section before this will do anything.**
+
+### Default payload
 
-Now you should be able to access the following endpoints:
+`sendCustomEvent` will automatically include the following payload elements:
 
-- the Plausible UI on [http://localhost:50288](http://localhost:50288)
+- `width`: The width of the screen in pixels at the time of the event
+- `height`: The height of the screen in pixels at the time of the event
+- `timestamp`: ISO formatted UTC timestamp of the time the event was sent
+- `language`: The language the site was in when the event was sent
+- `breakpoint`: One of the Openverse breakpoint values, for determining broad
+  page layout for a given event
+- `ua`: The full user agent string
+- `os`: The operating system of the user, extracted from the user agent string
+- `platform`: The platform of the user, extracted from the user agent string
+- `browser`: The name of the browser vendor, extracted from the user agent
+  string
+- `version`: The browser version, extracted from the user agent string
+- `origin`: The origin of the custom event, in production this will always be
+  `openverse.org` or `production.openverse.org`
+- `pathname`: The path the user was on when the event was triggered
+- `referrer`: The URL of the page that referred the user to the current page, if
+  any
 
-## Shutting down
+While these are included by default, any of them may not be present for a given
+event instance if the information was not available at the time. For example,
+referrer is not available if the page is visited directly.
 
-Refer to the [common instructions](../quickstart.md#shutting-down).
+Payload props unique to individual events may not use the same name as any of
+the props listed above or they will overwrite the default props.
diff --git a/documentation/guides/frontend/goal-conversions.png b/documentation/guides/frontend/goal-conversions.png
new file mode 100644
index 00000000000..947b18d5703
Binary files /dev/null and b/documentation/guides/frontend/goal-conversions.png differ
diff --git a/documentation/guides/frontend/index.md b/documentation/guides/frontend/index.md
index 80e89ab1419..b1a7e0e10ea 100644
--- a/documentation/guides/frontend/index.md
+++ b/documentation/guides/frontend/index.md
@@ -5,4 +5,5 @@
 
 quickstart
 test
+analytics
 ```
diff --git a/frontend/bin/get-custom-event-names.js b/frontend/bin/get-custom-event-names.js
new file mode 100644
index 00000000000..afdbb277ef2
--- /dev/null
+++ b/frontend/bin/get-custom-event-names.js
@@ -0,0 +1,33 @@
+/**
+ * Extract custom event names from the `Events` type in `frontend/src/types/analytics.ts`
+ * This script is used by `setup_plausible.sh` to automatically provision
+ * existing custom events.
+ */
+const fs = require("fs")
+const path = require("path")
+
+const ts = require("typescript")
+
+const analyticsTypesModule = path.resolve(
+  __dirname,
+  "..",
+  "src",
+  "types",
+  "analytics.ts"
+)
+
+function main() {
+  const sourceFile = ts.createSourceFile(
+    analyticsTypesModule,
+    fs.readFileSync(analyticsTypesModule, "utf-8")
+  )
+
+  const eventsType = sourceFile.statements.find(
+    (s) => s.name.escapedText === "Events"
+  )
+  const eventNames = eventsType.type.members.map((m) => m.name.escapedText)
+
+  console.log(eventNames.join(" "))
+}
+
+main()
diff --git a/setup_plausible.sh b/setup_plausible.sh
index 8758bad6225..55f92cc2ae6 100755
--- a/setup_plausible.sh
+++ b/setup_plausible.sh
@@ -19,13 +19,16 @@ docker-compose exec -T "$PLAUSIBLE_DB_SERVICE_NAME" /bin/bash -c "psql -U deploy
   ON CONFLICT (id) DO NOTHING
 	EOF"
 
+authorization_header="Authorization: Bearer aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa"
+local_plausible="http://localhost:50288"
+
 # Create site using API key
 RES=$(curl \
   -X POST \
-  -H "Authorization: Bearer aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa" \
+  -H "$authorization_header" \
   -F 'domain="localhost"' \
   -F 'timezone="UTC"' \
-  http://localhost:50288/api/v1/sites)
+  "$local_plausible/api/v1/sites")
 
 if [[ "$RES" == *"\"error\":\"domain This domain has already been taken"* ]]; then
   echo "Domain already exists."
@@ -35,3 +38,21 @@ else
   echo "Error: $RES"
   exit 1
 fi
+
+# Setup custom events
+custom_events=$(node ./frontend/bin/get-custom-event-names.js)
+
+echo "Verifying custom events:"
+
+for eventName in $custom_events;
+do
+  echo "$eventName"
+  curl \
+    -X PUT \
+    -s --output /dev/null \
+    -H "$authorization_header" \
+    -F 'site_id=localhost' \
+    -F 'goal_type=event' \
+    -F "event_name=$eventName" \
+    "$local_plausible/api/v1/sites/goals"
+done