diff --git a/.changeset/analyze-software-exploration.md b/.changeset/analyze-software-exploration.md
new file mode 100644
index 0000000000..f535f60127
--- /dev/null
+++ b/.changeset/analyze-software-exploration.md
@@ -0,0 +1,5 @@
+---
+'@backstage/plugin-catalog-react': patch
+---
+
+Both `EntityProvider` and `AsyncEntityProvider` contexts now wrap all children with an `AnalyticsContext` containing the corresponding `entityRef`; this opens up the possibility for all events underneath these contexts to be associated with and aggregated by the corresponding entity.
diff --git a/docs/plugins/analytics.md b/docs/plugins/analytics.md
index ccb4e5c5a7..0c2173de5c 100644
--- a/docs/plugins/analytics.md
+++ b/docs/plugins/analytics.md
@@ -301,11 +301,11 @@ it's important to keep each of these levels of detail disaggregated.
   automatically as part of the `extension` in which the `filter` event was
   captured).
 
-- On the flip side, when adding `attributes` to an event, look at existing
-  events and see if the data you are capturing matches the intention, type, or
-  even the content of _their_ `attributes`. For instance, it may be common for
-  events that involve the Catalog to add details like entity `name`, `kind`,
-  and/or `namespace` as `attributes`. Using the same keys in your event will
+- On the flip side, when adding `attributes` to or `context` around an event,
+  look at existing events and see if the data you are capturing matches the
+  intention, type, or even the content of _their_ `attributes` or `context`.
+  For instance, it's common for events that involve the Catalog to include an
+  `entityRef` contextual key. Using the same keys and values in your event will
   ensure that events instrumented across plugins can easily be aggregated.
 
 ### Unit Testing Event Capture
diff --git a/plugins/catalog-react/src/hooks/useEntity.test.tsx b/plugins/catalog-react/src/hooks/useEntity.test.tsx
index 5e86a94180..3a1e5010d3 100644
--- a/plugins/catalog-react/src/hooks/useEntity.test.tsx
+++ b/plugins/catalog-react/src/hooks/useEntity.test.tsx
@@ -23,6 +23,11 @@ import {
   AsyncEntityProvider,
 } from './useEntity';
 import { Entity } from '@backstage/catalog-model';
+import { analyticsApiRef, useAnalytics } from '@backstage/core-plugin-api';
+import { MockAnalyticsApi, TestApiRegistry } from '@backstage/test-utils';
+import { ApiProvider } from '@backstage/core-app-api';
+
+const entity = { metadata: { name: 'my-entity' }, kind: 'MyKind' } as Entity;
 
 describe('useEntity', () => {
   it('should throw if no entity is provided', async () => {
@@ -34,7 +39,6 @@ describe('useEntity', () => {
   });
 
   it('should provide an entity', async () => {
-    const entity = { kind: 'MyEntity' } as Entity;
     const { result } = renderHook(() => useEntity(), {
       wrapper: ({ children }) => (
         <EntityProvider entity={entity} children={children} />
@@ -43,6 +47,24 @@ describe('useEntity', () => {
 
     expect(result.current.entity).toBe(entity);
   });
+
+  it('should provide entityRef analytics context', () => {
+    const analyticsSpy = new MockAnalyticsApi();
+    const apis = TestApiRegistry.from([analyticsApiRef, analyticsSpy]);
+    const { result } = renderHook(() => useAnalytics(), {
+      wrapper: ({ children }) => (
+        <ApiProvider apis={apis}>
+          <EntityProvider entity={entity} children={children} />
+        </ApiProvider>
+      ),
+    });
+
+    result.current.captureEvent('test', 'value');
+
+    expect(analyticsSpy.getEvents()[0]).toMatchObject({
+      context: { entityRef: 'mykind:default/my-entity' },
+    });
+  });
 });
 
 describe('useAsyncEntity', () => {
@@ -60,7 +82,6 @@ describe('useAsyncEntity', () => {
   });
 
   it('should provide an entity', async () => {
-    const entity = { kind: 'MyEntity' } as Entity;
     const refresh = () => {};
     const { result } = renderHook(() => useAsyncEntity(), {
       wrapper: ({ children }) => (
@@ -96,4 +117,43 @@ describe('useAsyncEntity', () => {
     expect(result.current.error).toBe(error);
     expect(result.current.refresh).toBe(undefined);
   });
+
+  it('should provide entityRef analytics context', () => {
+    const analyticsSpy = new MockAnalyticsApi();
+    const apis = TestApiRegistry.from([analyticsApiRef, analyticsSpy]);
+    const { result } = renderHook(() => useAnalytics(), {
+      wrapper: ({ children }) => (
+        <ApiProvider apis={apis}>
+          <AsyncEntityProvider
+            loading={false}
+            entity={entity}
+            refresh={() => {}}
+            children={children}
+          />
+        </ApiProvider>
+      ),
+    });
+
+    result.current.captureEvent('test', 'value');
+
+    expect(analyticsSpy.getEvents()[0]).toMatchObject({
+      context: { entityRef: 'mykind:default/my-entity' },
+    });
+  });
+
+  it('should omit entityRef analytics context', () => {
+    const analyticsSpy = new MockAnalyticsApi();
+    const apis = TestApiRegistry.from([analyticsApiRef, analyticsSpy]);
+    const { result } = renderHook(() => useAnalytics(), {
+      wrapper: ({ children }) => (
+        <ApiProvider apis={apis}>
+          <AsyncEntityProvider loading={false} children={children} />
+        </ApiProvider>
+      ),
+    });
+
+    result.current.captureEvent('test', 'value');
+
+    expect(analyticsSpy.getEvents()[0].context).not.toHaveProperty('entityRef');
+  });
 });
diff --git a/plugins/catalog-react/src/hooks/useEntity.tsx b/plugins/catalog-react/src/hooks/useEntity.tsx
index f654cff777..84b7883c8a 100644
--- a/plugins/catalog-react/src/hooks/useEntity.tsx
+++ b/plugins/catalog-react/src/hooks/useEntity.tsx
@@ -13,7 +13,8 @@
  * See the License for the specific language governing permissions and
  * limitations under the License.
  */
-import { Entity } from '@backstage/catalog-model';
+import { Entity, stringifyEntityRef } from '@backstage/catalog-model';
+import { AnalyticsContext } from '@backstage/core-plugin-api';
 import {
   createVersionedContext,
   createVersionedValueMap,
@@ -66,7 +67,13 @@ export const AsyncEntityProvider = ({
   // consumers might be doing things like `useContext(EntityContext)`
   return (
     <NewEntityContext.Provider value={createVersionedValueMap({ 1: value })}>
-      {children}
+      <AnalyticsContext
+        attributes={{
+          ...(entity ? { entityRef: stringifyEntityRef(entity) } : undefined),
+        }}
+      >
+        {children}
+      </AnalyticsContext>
     </NewEntityContext.Provider>
   );
 };