diff --git a/packages/frontend-2/lib/core/clients/mp.ts b/packages/frontend-2/lib/core/clients/mp.ts
index e78b6357ba..cc461079e8 100644
--- a/packages/frontend-2/lib/core/clients/mp.ts
+++ b/packages/frontend-2/lib/core/clients/mp.ts
@@ -1,6 +1,6 @@
 /* eslint-disable camelcase */
 import { type Nullable, resolveMixpanelServerId } from '@speckle/shared'
-import mixpanel from 'mixpanel-browser'
+import { isString, mapKeys } from 'lodash-es'
 import { useOnAuthStateChange } from '~/lib/auth/composables/auth'
 import {
   HOST_APP,
@@ -16,6 +16,29 @@ function getMixpanelServerId(): string {
   return resolveMixpanelServerId(window.location.hostname)
 }
 
+function useMixpanelUtmCollection() {
+  const route = useRoute()
+  return () => {
+    const campaignKeywords = [
+      'utm_source',
+      'utm_medium',
+      'utm_campaign',
+      'utm_content',
+      'utm_term'
+    ]
+
+    const result: Record<string, string> = {}
+    for (const campaignKeyword of campaignKeywords) {
+      const value = route.query[campaignKeyword]
+      if (value && isString(value)) {
+        result[campaignKeyword] = value
+      }
+    }
+
+    return result
+  }
+}
+
 /**
  * Composable that builds the user (re-)identification function. Needs to be invoked on app
  * init and when the active user changes (e.g. after signing out/in)
@@ -59,8 +82,12 @@ export const useClientsideMixpanelClientBuilder = () => {
   } = useRuntimeConfig()
   const { reidentify } = useMixpanelUserIdentification()
   const onAuthStateChange = useOnAuthStateChange()
+  const logger = useLogger()
+  const collectUtmTags = useMixpanelUtmCollection()
 
   return async (): Promise<Nullable<MixpanelClient>> => {
+    // Dynamic import to be able to suppress loading errors that happen because of adblock
+    const mixpanel = (await import('mixpanel-browser')).default
     if (!mixpanel || !mixpanelTokenId.length || !mixpanelApiHost.length) {
       return null
     }
@@ -70,12 +97,24 @@ export const useClientsideMixpanelClientBuilder = () => {
       api_host: mixpanelApiHost,
       debug: !!import.meta.dev && logCsrEmitProps
     })
+    const utmParams = collectUtmTags()
 
     // Reidentify on auth change
     await onAuthStateChange(() => reidentify(mixpanel), { immediate: true })
 
+    // Track UTM (only on initial visit)
+    if (Object.values(utmParams).length) {
+      const firstTouch = mapKeys(utmParams, (_val, key) => `${key} [first touch]`)
+      const lastTouch = mapKeys(utmParams, (_val, key) => `${key} [last touch]`)
+
+      mixpanel.people.set(lastTouch)
+      mixpanel.people.set_once(firstTouch)
+      mixpanel.register(lastTouch)
+    }
+
     // Track app visit
     mixpanel.track(`Visit ${HOST_APP_DISPLAY_NAME}`)
+    logger.info('MP client initialized')
 
     return mixpanel
   }
diff --git a/packages/frontend-2/plugins/007-mpClient.client.ts b/packages/frontend-2/plugins/007-mpClient.client.ts
index b87039c8a4..b79fd5cfaa 100644
--- a/packages/frontend-2/plugins/007-mpClient.client.ts
+++ b/packages/frontend-2/plugins/007-mpClient.client.ts
@@ -1,7 +1,6 @@
 import { LogicError } from '@speckle/ui-components'
-import { provideApolloClient } from '@vue/apollo-composable'
-import { useApolloClientFromNuxt } from '~/lib/common/composables/graphql'
 import { fakeMixpanelClient, type MixpanelClient } from '~/lib/common/helpers/mp'
+import { useClientsideMixpanelClientBuilder } from '~/lib/core/clients/mp'
 
 /**
  * mixpanel-browser only supports being ran on the client-side (hence the name)! So it's only going to be accessible
@@ -10,17 +9,12 @@ import { fakeMixpanelClient, type MixpanelClient } from '~/lib/common/helpers/mp
 
 export default defineNuxtPlugin(async () => {
   const logger = useLogger()
-  const apollo = useApolloClientFromNuxt()
+  const build = useClientsideMixpanelClientBuilder()
 
   let mixpanel: MixpanelClient | undefined = undefined
 
   try {
     // Dynamic import to allow suppressing loading errors that happen because of adblock
-    const builder = (await import('~/lib/core/clients/mp'))
-      .useClientsideMixpanelClientBuilder
-
-    // Not sure why, but apollo client is inaccessible so we have to explicitly provide it
-    const build = provideApolloClient(apollo)(() => builder())
     mixpanel = (await build()) || undefined
   } catch (e) {
     logger.warn(e, 'Failed to load mixpanel in CSR')
diff --git a/packages/frontend-2/plugins/008-mp.client.ts b/packages/frontend-2/plugins/008-mp.client.ts
index e28263d633..50d256bece 100644
--- a/packages/frontend-2/plugins/008-mp.client.ts
+++ b/packages/frontend-2/plugins/008-mp.client.ts
@@ -1,18 +1,23 @@
 import { useMixpanel } from '~/lib/core/composables/mp'
 import type { RouteLocationNormalized } from 'vue-router'
+import type { Optional } from '@speckle/shared'
 
 export default defineNuxtPlugin(() => {
   const mp = useMixpanel()
   const router = useRouter()
   const route = useRoute()
 
+  let previousPath: Optional<string> = undefined
   const track = (to: RouteLocationNormalized) => {
-    const pathDefinition = getRouteDefinition(to)
     const path = to.path
+    if (path === previousPath) return
+
+    const pathDefinition = getRouteDefinition(to)
     mp.track('Route Visited', {
       path,
       pathDefinition
     })
+    previousPath = path
   }
 
   // Track init page view