diff --git a/.changeset/cost-insights-hot-cheetahs-shout.md b/.changeset/cost-insights-hot-cheetahs-shout.md
new file mode 100644
index 0000000000..3d9fa31378
--- /dev/null
+++ b/.changeset/cost-insights-hot-cheetahs-shout.md
@@ -0,0 +1,5 @@
+---
+'@backstage/plugin-cost-insights': patch
+---
+
+Add support for non-SKU breakdowns for entities in the product panels.
diff --git a/app-config.yaml b/app-config.yaml
index 3b476981e4..54d564de7d 100644
--- a/app-config.yaml
+++ b/app-config.yaml
@@ -290,6 +290,9 @@ costInsights:
     bigQuery:
       name: BigQuery
       icon: search
+    events:
+      name: Events
+      icon: data
   metrics:
     DAU:
       name: Daily Active Users
diff --git a/plugins/cost-insights/src/components/ProductInsightsCard/ProductEntityDialog.tsx b/plugins/cost-insights/src/components/ProductInsightsCard/ProductEntityDialog.tsx
index c01ab67ecc..d617c0df35 100644
--- a/plugins/cost-insights/src/components/ProductInsightsCard/ProductEntityDialog.tsx
+++ b/plugins/cost-insights/src/components/ProductInsightsCard/ProductEntityDialog.tsx
@@ -29,7 +29,7 @@ function createRenderer(col: keyof RowData, classes: Record<string, string>) {
     const row = rowData as RowData;
     const rowStyles = classnames(classes.row, {
       [classes.rowTotal]: row.id === 'total',
-      [classes.colFirst]: col === 'sku',
+      [classes.colFirst]: col === 'label',
       [classes.colLast]: col === 'ratio',
     });
 
@@ -50,7 +50,7 @@ function createRenderer(col: keyof RowData, classes: Record<string, string>) {
           />
         );
       default:
-        return <Typography className={rowStyles}>{row.sku}</Typography>;
+        return <Typography className={rowStyles}>{row.label}</Typography>;
     }
   };
 }
@@ -63,7 +63,7 @@ function createSorter(field?: keyof Omit<RowData, 'id'>) {
     const b = data2 as RowData;
     if (a.id === 'total') return 1;
     if (b.id === 'total') return 1;
-    if (field === 'sku') return a.sku.localeCompare(b.sku);
+    if (field === 'label') return a.label.localeCompare(b.label);
 
     return field
       ? a[field] - b[field]
@@ -80,7 +80,7 @@ const defaultEntity: Entity = {
 
 type RowData = {
   id: string;
-  sku: string;
+  label: string;
   previous: number;
   current: number;
   ratio: number;
@@ -93,6 +93,7 @@ type ProductEntityDialogOptions = Partial<
 type ProductEntityDialogProps = {
   open: boolean;
   entity?: Entity;
+  entitiesLabel: string;
   options?: ProductEntityDialogOptions;
   onClose: () => void;
 };
@@ -100,6 +101,7 @@ type ProductEntityDialogProps = {
 export const ProductEntityDialog = ({
   open,
   entity = defaultEntity,
+  entitiesLabel,
   options = {},
   onClose,
 }: ProductEntityDialogProps) => {
@@ -118,10 +120,12 @@ export const ProductEntityDialog = ({
 
   const columns: TableColumn[] = [
     {
-      field: 'sku',
-      title: <Typography className={firstColClasses}>SKU</Typography>,
-      render: createRenderer('sku', classes),
-      customSort: createSorter('sku'),
+      field: 'label',
+      title: (
+        <Typography className={firstColClasses}>{entitiesLabel}</Typography>
+      ),
+      render: createRenderer('label', classes),
+      customSort: createSorter('label'),
       width: '33.33%',
     },
     {
@@ -154,14 +158,14 @@ export const ProductEntityDialog = ({
   const rowData: RowData[] = entity.entities
     .map(e => ({
       id: e.id || 'Unknown',
-      sku: e.id || 'Unknown',
+      label: e.id || 'Unknown',
       previous: e.aggregation[0],
       current: e.aggregation[1],
       ratio: e.change.ratio,
     }))
     .concat({
       id: 'total',
-      sku: 'Total',
+      label: 'Total',
       previous: entity.aggregation[0],
       current: entity.aggregation[1],
       ratio: entity.change.ratio,
diff --git a/plugins/cost-insights/src/components/ProductInsightsCard/ProductInsightsChart.tsx b/plugins/cost-insights/src/components/ProductInsightsCard/ProductInsightsChart.tsx
index 221a99708b..2c26f62574 100644
--- a/plugins/cost-insights/src/components/ProductInsightsCard/ProductInsightsChart.tsx
+++ b/plugins/cost-insights/src/components/ProductInsightsCard/ProductInsightsChart.tsx
@@ -66,9 +66,9 @@ export const ProductInsightsChart = ({
   const [selectLabel, setSelected] = useState<Maybe<string>>();
   const isSelected = useMemo(() => !isUndefined(selectLabel), [selectLabel]);
   const isClickable = useMemo(() => {
-    const skus =
+    const breakdownEntities =
       entity.entities.find(e => e.id === activeLabel)?.entities ?? [];
-    return skus.length > 0;
+    return breakdownEntities.length > 0;
   }, [entity, activeLabel]);
 
   const legendTitle = `Cost ${entity.change.ratio <= 0 ? 'Savings' : 'Growth'}`;
@@ -122,10 +122,13 @@ export const ProductInsightsChart = ({
 
     const activeEntity = findAlways(entity.entities, e => e.id === id);
     const ratio = activeEntity.change.ratio;
-    const skus = activeEntity.entities;
-    const subtitle = `${skus.length} ${pluralOf(skus.length, 'SKU')}`;
+    const breakdownEntities = activeEntity.entities;
+    const subtitle = `${breakdownEntities.length} ${pluralOf(
+      breakdownEntities.length,
+      entity.entitiesLabel || 'SKU',
+    )}`;
 
-    if (skus.length) {
+    if (breakdownEntities.length) {
       return (
         <BarChartTooltip
           title={title}
@@ -151,7 +154,7 @@ export const ProductInsightsChart = ({
       );
     }
 
-    // If an entity doesn't have any skus, there aren't any costs to break down.
+    // If an entity doesn't have any sub-entities, there aren't any costs to break down.
     return (
       <BarChartTooltip
         title={title}
@@ -197,6 +200,7 @@ export const ProductInsightsChart = ({
           onClose={() => setSelected(undefined)}
           entity={entity.entities.find(e => e.id === selectLabel)}
           options={options}
+          entitiesLabel={entity.entitiesLabel || 'SKU'}
         />
       )}
     </Box>
diff --git a/plugins/cost-insights/src/types/Entity.ts b/plugins/cost-insights/src/types/Entity.ts
index 83347f05c3..52f6271bb4 100644
--- a/plugins/cost-insights/src/types/Entity.ts
+++ b/plugins/cost-insights/src/types/Entity.ts
@@ -22,6 +22,7 @@ export interface Entity {
   aggregation: [number, number];
   entities: Entity[];
   change: ChangeStatistic;
+  entitiesLabel?: string;
 }
 
 /*
diff --git a/plugins/cost-insights/src/utils/mockData.ts b/plugins/cost-insights/src/utils/mockData.ts
index 98eab19b41..76bdf5f08f 100644
--- a/plugins/cost-insights/src/utils/mockData.ts
+++ b/plugins/cost-insights/src/utils/mockData.ts
@@ -812,7 +812,7 @@ export const SampleComputeEngineInsights: Entity = {
           id: 'Sample SKU A',
           aggregation: [1_000, 2_000],
           change: {
-            ratio: 0.5,
+            ratio: 1,
             amount: 1_000,
           },
           entities: [],
@@ -849,6 +849,92 @@ export const SampleComputeEngineInsights: Entity = {
   ],
 };
 
+export const SampleEventsInsights: Entity = {
+  id: 'events',
+  aggregation: [20_000, 10_000],
+  change: {
+    ratio: -0.5,
+    amount: -10_000,
+  },
+  entitiesLabel: 'Product',
+  entities: [
+    {
+      id: 'entity-a',
+      aggregation: [15_000, 7_000],
+      change: {
+        ratio: -0.53333333333,
+        amount: -8_000,
+      },
+      entities: [
+        {
+          id: 'Sample Product A',
+          aggregation: [5_000, 2_000],
+          change: {
+            ratio: -0.6,
+            amount: -3_000,
+          },
+          entities: [],
+        },
+        {
+          id: 'Sample Product B',
+          aggregation: [7_000, 2_500],
+          change: {
+            ratio: -0.64285714285,
+            amount: -4_500,
+          },
+          entities: [],
+        },
+        {
+          id: 'Sample Product C',
+          aggregation: [3_000, 2_500],
+          change: {
+            ratio: -0.16666666666,
+            amount: -500,
+          },
+          entities: [],
+        },
+      ],
+    },
+    {
+      id: 'entity-b',
+      aggregation: [5_000, 3_000],
+      change: {
+        ratio: -0.4,
+        amount: -2_000,
+      },
+      entities: [
+        {
+          id: 'Sample Product A',
+          aggregation: [2_000, 1_000],
+          change: {
+            ratio: -0.5,
+            amount: -1_000,
+          },
+          entities: [],
+        },
+        {
+          id: 'Sample Product B',
+          aggregation: [1_000, 1_500],
+          change: {
+            ratio: 0.5,
+            amount: 500,
+          },
+          entities: [],
+        },
+        {
+          id: 'Sample Product C',
+          aggregation: [2_000, 500],
+          change: {
+            ratio: -0.75,
+            amount: -1_500,
+          },
+          entities: [],
+        },
+      ],
+    },
+  ],
+};
+
 export function entityOf(product: string): Entity {
   switch (product) {
     case 'computeEngine':
@@ -859,6 +945,8 @@ export function entityOf(product: string): Entity {
       return SampleCloudStorageInsights;
     case 'bigQuery':
       return SampleBigQueryInsights;
+    case 'events':
+      return SampleEventsInsights;
     default:
       throw new Error(
         `Cannot get insights for ${product}. Make sure product matches product property in app-info.yaml`,