diff --git a/src/lib/db/index.ts b/src/lib/db/index.ts
index 0d576a191ef4..87b905d3e265 100644
--- a/src/lib/db/index.ts
+++ b/src/lib/db/index.ts
@@ -53,6 +53,7 @@ import { IntegrationEventsStore } from '../features/integration-events/integrati
 import { FeatureCollaboratorsReadModel } from '../features/feature-toggle/feature-collaborators-read-model';
 import { createProjectReadModel } from '../features/project/createProjectReadModel';
 import { OnboardingReadModel } from '../features/onboarding/onboarding-read-model';
+import { OnboardingStore } from '../features/onboarding/onboarding-store';
 
 export const createStores = (
     config: IUnleashConfig,
@@ -173,6 +174,7 @@ export const createStores = (
         featureLifecycleStore: new FeatureLifecycleStore(db),
         featureStrategiesReadModel: new FeatureStrategiesReadModel(db),
         onboardingReadModel: new OnboardingReadModel(db),
+        onboardingStore: new OnboardingStore(db),
         featureLifecycleReadModel: new FeatureLifecycleReadModel(
             db,
             config.flagResolver,
diff --git a/src/lib/db/user-store.ts b/src/lib/db/user-store.ts
index f5a2f8acdbc4..2be081ca3b39 100644
--- a/src/lib/db/user-store.ts
+++ b/src/lib/db/user-store.ts
@@ -298,6 +298,15 @@ class UserStore implements IUserStore {
         const row = await this.activeUsers().where({ id }).first();
         return rowToUser(row);
     }
+
+    async getFirstUserDate(): Promise<Date | null> {
+        const firstInstanceUser = await this.db('users')
+            .select('created_at')
+            .orderBy('created_at', 'asc')
+            .first();
+
+        return firstInstanceUser ? firstInstanceUser.created_at : null;
+    }
 }
 
 module.exports = UserStore;
diff --git a/src/lib/features/onboarding/fake-onboarding-store.ts b/src/lib/features/onboarding/fake-onboarding-store.ts
new file mode 100644
index 000000000000..979d15de0a49
--- /dev/null
+++ b/src/lib/features/onboarding/fake-onboarding-store.ts
@@ -0,0 +1,14 @@
+import type {
+    InstanceEvent,
+    IOnboardingStore,
+    ProjectEvent,
+} from './onboarding-store-type';
+
+export class FakeOnboardingStore implements IOnboardingStore {
+    insertProjectEvent(event: ProjectEvent): Promise<void> {
+        throw new Error('Method not implemented.');
+    }
+    insertInstanceEvent(event: InstanceEvent): Promise<void> {
+        throw new Error('Method not implemented.');
+    }
+}
diff --git a/src/lib/features/onboarding/onboarding-service.e2e.test.ts b/src/lib/features/onboarding/onboarding-service.e2e.test.ts
new file mode 100644
index 000000000000..3e751c57ac12
--- /dev/null
+++ b/src/lib/features/onboarding/onboarding-service.e2e.test.ts
@@ -0,0 +1,87 @@
+import type { IUnleashStores } from '../../../lib/types';
+import dbInit, { type ITestDb } from '../../../test/e2e/helpers/database-init';
+import getLogger from '../../../test/fixtures/no-logger';
+import { minutesToMilliseconds } from 'date-fns';
+import { OnboardingService } from './onboarding-service';
+import { createTestConfig } from '../../../test/config/test-config';
+
+let db: ITestDb;
+let stores: IUnleashStores;
+let onboardingService: OnboardingService;
+
+beforeAll(async () => {
+    db = await dbInit('onboarding_store', getLogger);
+    const config = createTestConfig({
+        experimental: { flags: { onboardingMetrics: true } },
+    });
+    stores = db.stores;
+    const { userStore, onboardingStore, projectReadModel } = stores;
+    onboardingService = new OnboardingService(
+        { onboardingStore, userStore, projectReadModel },
+        config,
+    );
+});
+
+afterAll(async () => {
+    await db.destroy();
+});
+
+beforeEach(async () => {
+    jest.useRealTimers();
+});
+
+test('Storing onboarding events', async () => {
+    jest.useFakeTimers();
+    jest.setSystemTime(new Date());
+    const { userStore, featureToggleStore, projectStore, projectReadModel } =
+        stores;
+    const user = await userStore.insert({});
+    await projectStore.create({ id: 'test_project', name: 'irrelevant' });
+    await featureToggleStore.create('test_project', {
+        name: 'test',
+        createdByUserId: user.id,
+    });
+
+    jest.advanceTimersByTime(minutesToMilliseconds(1));
+    await onboardingService.insert({ type: 'first-user-login' });
+    jest.advanceTimersByTime(minutesToMilliseconds(1));
+    await onboardingService.insert({ type: 'second-user-login' });
+    jest.advanceTimersByTime(minutesToMilliseconds(1));
+    await onboardingService.insert({ type: 'flag-created', flag: 'test' });
+    await onboardingService.insert({ type: 'flag-created', flag: 'test' });
+    await onboardingService.insert({ type: 'flag-created', flag: 'invalid' });
+    jest.advanceTimersByTime(minutesToMilliseconds(1));
+    await onboardingService.insert({ type: 'pre-live', flag: 'test' });
+    await onboardingService.insert({ type: 'pre-live', flag: 'test' });
+    await onboardingService.insert({ type: 'pre-live', flag: 'invalid' });
+    jest.advanceTimersByTime(minutesToMilliseconds(1));
+    await onboardingService.insert({ type: 'live', flag: 'test' });
+    jest.advanceTimersByTime(minutesToMilliseconds(1));
+    await onboardingService.insert({ type: 'live', flag: 'test' });
+    jest.advanceTimersByTime(minutesToMilliseconds(1));
+    await onboardingService.insert({ type: 'live', flag: 'invalid' });
+
+    const { rows: instanceEvents } = await db.rawDatabase.raw(
+        'SELECT * FROM onboarding_events_instance',
+    );
+    expect(instanceEvents).toMatchObject([
+        { event: 'first-user-login', time_to_event: 60 },
+        { event: 'second-user-login', time_to_event: 120 },
+        { event: 'first-flag', time_to_event: 180 },
+        { event: 'first-pre-live', time_to_event: 240 },
+        { event: 'first-live', time_to_event: 300 },
+    ]);
+
+    const { rows: projectEvents } = await db.rawDatabase.raw(
+        'SELECT * FROM onboarding_events_project',
+    );
+    expect(projectEvents).toMatchObject([
+        { event: 'first-flag', time_to_event: 180, project: 'test_project' },
+        {
+            event: 'first-pre-live',
+            time_to_event: 240,
+            project: 'test_project',
+        },
+        { event: 'first-live', time_to_event: 300, project: 'test_project' },
+    ]);
+});
diff --git a/src/lib/features/onboarding/onboarding-service.ts b/src/lib/features/onboarding/onboarding-service.ts
new file mode 100644
index 000000000000..bb88262909dc
--- /dev/null
+++ b/src/lib/features/onboarding/onboarding-service.ts
@@ -0,0 +1,135 @@
+import type {
+    IFlagResolver,
+    IProjectReadModel,
+    IUnleashConfig,
+    IUserStore,
+} from '../../types';
+import type EventEmitter from 'events';
+import type { Logger } from '../../logger';
+import { STAGE_ENTERED, USER_LOGIN } from '../../metric-events';
+import type { NewStage } from '../feature-lifecycle/feature-lifecycle-store-type';
+import type {
+    InstanceEvent,
+    IOnboardingStore,
+    ProjectEvent,
+} from './onboarding-store-type';
+import { millisecondsToSeconds } from 'date-fns';
+
+export class OnboardingService {
+    private flagResolver: IFlagResolver;
+
+    private eventBus: EventEmitter;
+
+    private logger: Logger;
+
+    private onboardingStore: IOnboardingStore;
+
+    private projectReadModel: IProjectReadModel;
+
+    private userStore: IUserStore;
+
+    constructor(
+        {
+            onboardingStore,
+            projectReadModel,
+            userStore,
+        }: {
+            onboardingStore: IOnboardingStore;
+            projectReadModel: IProjectReadModel;
+            userStore: IUserStore;
+        },
+        {
+            flagResolver,
+            eventBus,
+            getLogger,
+        }: Pick<IUnleashConfig, 'flagResolver' | 'eventBus' | 'getLogger'>,
+    ) {
+        this.onboardingStore = onboardingStore;
+        this.projectReadModel = projectReadModel;
+        this.userStore = userStore;
+        this.flagResolver = flagResolver;
+        this.eventBus = eventBus;
+        this.logger = getLogger('onboarding/onboarding-service.ts');
+    }
+
+    listen() {
+        this.eventBus.on(USER_LOGIN, async (event: { loginOrder: number }) => {
+            if (!this.flagResolver.isEnabled('onboardingMetrics')) return;
+
+            if (event.loginOrder === 0) {
+                await this.insert({ type: 'first-user-login' });
+            }
+            if (event.loginOrder === 1) {
+                await this.insert({
+                    type: 'second-user-login',
+                });
+            }
+        });
+        this.eventBus.on(STAGE_ENTERED, async (stage: NewStage) => {
+            if (!this.flagResolver.isEnabled('onboardingMetrics')) return;
+
+            if (stage.stage === 'initial') {
+                await this.insert({
+                    type: 'flag-created',
+                    flag: stage.feature,
+                });
+            } else if (stage.stage === 'pre-live') {
+                await this.insert({
+                    type: 'pre-live',
+                    flag: stage.feature,
+                });
+            } else if (stage.stage === 'live') {
+                await this.insert({
+                    type: 'live',
+                    flag: stage.feature,
+                });
+            }
+        });
+    }
+
+    async insert(
+        event:
+            | { flag: string; type: ProjectEvent['type'] }
+            | { type: 'first-user-login' | 'second-user-login' },
+    ): Promise<void> {
+        await this.insertInstanceEvent(event);
+        if ('flag' in event) {
+            await this.insertProjectEvent(event);
+        }
+    }
+
+    private async insertInstanceEvent(event: {
+        flag?: string;
+        type: InstanceEvent['type'];
+    }): Promise<void> {
+        const firstInstanceUserDate = await this.userStore.getFirstUserDate();
+        if (!firstInstanceUserDate) return;
+
+        const timeToEvent = millisecondsToSeconds(
+            new Date().getTime() - firstInstanceUserDate.getTime(),
+        );
+        await this.onboardingStore.insertInstanceEvent({
+            type: event.type,
+            timeToEvent,
+        });
+    }
+
+    private async insertProjectEvent(event: {
+        flag: string;
+        type: ProjectEvent['type'];
+    }): Promise<void> {
+        const project = await this.projectReadModel.getFeatureProject(
+            event.flag,
+        );
+        if (!project) return;
+
+        const timeToEvent = millisecondsToSeconds(
+            new Date().getTime() - project.createdAt.getTime(),
+        );
+        await this.onboardingStore.insertProjectEvent({
+            type: event.type,
+            timeToEvent,
+            project: project.project,
+        });
+    }
+}
diff --git a/src/lib/features/onboarding/onboarding-store-type.ts b/src/lib/features/onboarding/onboarding-store-type.ts
new file mode 100644
index 000000000000..bd48b74e3f7f
--- /dev/null
+++ b/src/lib/features/onboarding/onboarding-store-type.ts
@@ -0,0 +1,16 @@
+export type ProjectEvent =
+    | { type: 'flag-created'; project: string; timeToEvent: number }
+    | { type: 'pre-live'; project: string; timeToEvent: number }
+    | { type: 'live'; project: string; timeToEvent: number };
+export type InstanceEvent =
+    | { type: 'flag-created'; timeToEvent: number }
+    | { type: 'pre-live'; timeToEvent: number }
+    | { type: 'live'; timeToEvent: number }
+    | { type: 'first-user-login'; timeToEvent: number }
+    | { type: 'second-user-login'; timeToEvent: number };
+
+export interface IOnboardingStore {
+    insertProjectEvent(event: ProjectEvent): Promise<void>;
+
+    insertInstanceEvent(event: InstanceEvent): Promise<void>;
+}
diff --git a/src/lib/features/onboarding/onboarding-store.ts b/src/lib/features/onboarding/onboarding-store.ts
new file mode 100644
index 000000000000..af132bdb87ca
--- /dev/null
+++ b/src/lib/features/onboarding/onboarding-store.ts
@@ -0,0 +1,72 @@
+import type { Db } from '../../db/db';
+import type {
+    InstanceEvent,
+    IOnboardingStore,
+    ProjectEvent,
+} from './onboarding-store-type';
+
+export type DBProjectEvent = {
+    event: 'first-flag' | 'first-pre-live' | 'first-live';
+    time_to_event: number;
+    project: string;
+};
+
+export type DBInstanceEvent =
+    | {
+          event: 'first-flag' | 'first-pre-live' | 'first-live';
+          time_to_event: number;
+          project?: string;
+      }
+    | {
+          event: 'first-user-login' | 'second-user-login';
+          time_to_event: number;
+      };
+
+const projectEventLookup: Record<
+    ProjectEvent['type'],
+    DBProjectEvent['event']
+> = {
+    'flag-created': 'first-flag',
+    'pre-live': 'first-pre-live',
+    live: 'first-live',
+};
+
+const instanceEventLookup: Record<
+    InstanceEvent['type'],
+    DBInstanceEvent['event']
+> = {
+    'flag-created': 'first-flag',
+    'pre-live': 'first-pre-live',
+    live: 'first-live',
+    'first-user-login': 'first-user-login',
+    'second-user-login': 'second-user-login',
+};
+
+export class OnboardingStore implements IOnboardingStore {
+    private db: Db;
+
+    constructor(db: Db) {
+        this.db = db;
+    }
+
+    async insertInstanceEvent(event: InstanceEvent): Promise<void> {
+        await this.db('onboarding_events_instance')
+            .insert({
+                event: instanceEventLookup[event.type],
+                time_to_event: event.timeToEvent,
+            })
+            .onConflict()
+            .ignore();
+    }
+
+    async insertProjectEvent(event: ProjectEvent): Promise<void> {
+        await this.db<DBProjectEvent>('onboarding_events_project')
+            .insert({
+                event: projectEventLookup[event.type],
+                time_to_event: event.timeToEvent,
+                project: event.project,
+            })
+            .onConflict()
+            .ignore();
+    }
+}
diff --git a/src/lib/features/project/fake-project-read-model.ts b/src/lib/features/project/fake-project-read-model.ts
index 9b7b81287a8d..1d9e40b8f7cd 100644
--- a/src/lib/features/project/fake-project-read-model.ts
+++ b/src/lib/features/project/fake-project-read-model.ts
@@ -5,6 +5,9 @@ import type {
 } from './project-read-model-type';
 
 export class FakeProjectReadModel implements IProjectReadModel {
+    getFeatureProject(): Promise<{ project: string; createdAt: Date } | null> {
+        return Promise.resolve(null);
+    }
     getProjectsForAdminUi(): Promise<ProjectForUi[]> {
         return Promise.resolve([]);
     }
diff --git a/src/lib/features/project/project-read-model-type.ts b/src/lib/features/project/project-read-model-type.ts
index ff5e31284c72..4487d31f0839 100644
--- a/src/lib/features/project/project-read-model-type.ts
+++ b/src/lib/features/project/project-read-model-type.ts
@@ -37,4 +37,7 @@ export interface IProjectReadModel {
     getProjectsForInsights(
         query?: IProjectQuery,
     ): Promise<ProjectForInsights[]>;
+    getFeatureProject(
+        featureName: string,
+    ): Promise<{ project: string; createdAt: Date } | null>;
 }
diff --git a/src/lib/features/project/project-read-model.ts b/src/lib/features/project/project-read-model.ts
index 4bdd703e067a..c793543d81ba 100644
--- a/src/lib/features/project/project-read-model.ts
+++ b/src/lib/features/project/project-read-model.ts
@@ -62,6 +62,22 @@ export class ProjectReadModel implements IProjectReadModel {
         this.flagResolver = flagResolver;
     }
 
+    async getFeatureProject(
+        featureName: string,
+    ): Promise<{ project: string; createdAt: Date } | null> {
+        const result = await this.db<{ project: string; created_at: Date }>(
+            'features',
+        )
+            .join('projects', 'features.project', '=', 'projects.id')
+            .select('features.project', 'projects.created_at')
+            .where('features.name', featureName)
+            .first();
+
+        if (!result) return null;
+
+        return { project: result.project, createdAt: result.created_at };
+    }
+
     async getProjectsForAdminUi(
         query?: IProjectQuery,
         userId?: number,
diff --git a/src/lib/features/project/project-store.ts b/src/lib/features/project/project-store.ts
index f926d5cb045c..4dfb65e778ea 100644
--- a/src/lib/features/project/project-store.ts
+++ b/src/lib/features/project/project-store.ts
@@ -302,7 +302,7 @@ class ProjectStore implements IProjectStore {
         project: IProjectInsert & IProjectSettings,
     ): Promise<IProject> {
         const row = await this.db(TABLE)
-            .insert(this.fieldToRow(project))
+            .insert({ ...this.fieldToRow(project), created_at: new Date() })
             .returning('*');
         const settingsRow = await this.db(SETTINGS_TABLE)
             .insert({
diff --git a/src/lib/types/stores.ts b/src/lib/types/stores.ts
index 38228a5e46ac..634bfedca46d 100644
--- a/src/lib/types/stores.ts
+++ b/src/lib/types/stores.ts
@@ -50,6 +50,7 @@ import type { IntegrationEventsStore } from '../features/integration-events/inte
 import { IFeatureCollaboratorsReadModel } from '../features/feature-toggle/types/feature-collaborators-read-model-type';
 import type { IProjectReadModel } from '../features/project/project-read-model-type';
 import { IOnboardingReadModel } from '../features/onboarding/onboarding-read-model-type';
+import { IOnboardingStore } from '../features/onboarding/onboarding-store-type';
 
 export interface IUnleashStores {
     accessStore: IAccessStore;
@@ -104,6 +105,7 @@ export interface IUnleashStores {
     featureCollaboratorsReadModel: IFeatureCollaboratorsReadModel;
     projectReadModel: IProjectReadModel;
     onboardingReadModel: IOnboardingReadModel;
+    onboardingStore: IOnboardingStore;
 }
 
 export {
@@ -157,4 +159,5 @@ export {
     IOnboardingReadModel,
     type IntegrationEventsStore,
     type IProjectReadModel,
+    IOnboardingStore,
 };
diff --git a/src/lib/types/stores/user-store.ts b/src/lib/types/stores/user-store.ts
index 73f5484d6c38..2ca1f39a1e32 100644
--- a/src/lib/types/stores/user-store.ts
+++ b/src/lib/types/stores/user-store.ts
@@ -34,6 +34,7 @@ export interface IUserStore extends Store<IUser, number> {
         disallowNPreviousPasswords: number,
     ): Promise<void>;
     getPasswordsPreviouslyUsed(userId: number): Promise<string[]>;
+    getFirstUserDate(): Promise<Date | null>;
     incLoginAttempts(user: IUser): Promise<void>;
     successfullyLogin(user: IUser): Promise<number>;
     count(): Promise<number>;
diff --git a/src/test/fixtures/fake-user-store.ts b/src/test/fixtures/fake-user-store.ts
index 0dda7cbe8142..a201d70c4029 100644
--- a/src/test/fixtures/fake-user-store.ts
+++ b/src/test/fixtures/fake-user-store.ts
@@ -17,6 +17,22 @@ class UserStoreMock implements IUserStore {
         this.previousPasswords = new Map();
     }
 
+    async getFirstUserDate(): Promise<Date | null> {
+        if (this.data.length === 0) {
+            return null;
+        }
+        const oldestUser = this.data.reduce((oldest, user) => {
+            if (!user.createdAt) {
+                return oldest;
+            }
+            return !oldest.createdAt || user.createdAt < oldest.createdAt
+                ? user
+                : oldest;
+        }, this.data[0]);
+
+        return oldestUser.createdAt || null;
+    }
+
     getPasswordsPreviouslyUsed(userId: number): Promise<string[]> {
         return Promise.resolve(this.previousPasswords.get(userId) || []);
     }
diff --git a/src/test/fixtures/store.ts b/src/test/fixtures/store.ts
index 9cf6167dcd49..fa3d60eb052e 100644
--- a/src/test/fixtures/store.ts
+++ b/src/test/fixtures/store.ts
@@ -53,6 +53,7 @@ import { FakeLargestResourcesReadModel } from '../../lib/features/metrics/sizes/
 import { FakeFeatureCollaboratorsReadModel } from '../../lib/features/feature-toggle/fake-feature-collaborators-read-model';
 import { createFakeProjectReadModel } from '../../lib/features/project/createProjectReadModel';
 import { FakeOnboardingReadModel } from '../../lib/features/onboarding/fake-onboarding-read-model';
+import { FakeOnboardingStore } from '../../lib/features/onboarding/fake-onboarding-store';
 
 const db = {
     select: () => ({
@@ -115,6 +116,7 @@ const createStores: () => IUnleashStores = () => {
         integrationEventsStore: {} as IntegrationEventsStore,
         featureCollaboratorsReadModel: new FakeFeatureCollaboratorsReadModel(),
         projectReadModel: createFakeProjectReadModel(),
+        onboardingStore: new FakeOnboardingStore(),
     };
 };