diff --git a/packages/grafana-runtime/src/services/EchoSrv.ts b/packages/grafana-runtime/src/services/EchoSrv.ts
index 2804574af85..641f4aaae68 100644
--- a/packages/grafana-runtime/src/services/EchoSrv.ts
+++ b/packages/grafana-runtime/src/services/EchoSrv.ts
@@ -24,17 +24,25 @@ export interface EchoMeta {
    */
   sessionId: string;
   /**
-   * The current users username used to login into Grafana e.g. email.
+   * The current user's username used to login into Grafana e.g. email.
    */
   userLogin: string;
   /**
-   * The current users unique identifier.
+   * The current user's unique identifier.
    */
   userId: number;
   /**
    * True when user is logged in into Grafana.
    */
   userSignedIn: boolean;
+  /**
+   * Current user's role
+   */
+  orgRole: string | '';
+  /**
+   * Current user's org
+   */
+  orgId: number;
   /**
    * A millisecond epoch
    */
diff --git a/public/app/core/services/echo/Echo.ts b/public/app/core/services/echo/Echo.ts
index 5640e870cc9..baa22c22aa4 100644
--- a/public/app/core/services/echo/Echo.ts
+++ b/public/app/core/services/echo/Echo.ts
@@ -72,6 +72,8 @@ export class Echo implements EchoSrv {
       userId: contextSrv.user.id,
       userLogin: contextSrv.user.login,
       userSignedIn: contextSrv.user.isSignedIn,
+      orgRole: contextSrv.user.orgRole,
+      orgId: contextSrv.user.orgId,
       screenSize: {
         width: window.innerWidth,
         height: window.innerHeight,
diff --git a/public/app/features/dashboard-scene/panel-edit/PanelOptionsPane.tsx b/public/app/features/dashboard-scene/panel-edit/PanelOptionsPane.tsx
index 62033211381..30e999ca90d 100644
--- a/public/app/features/dashboard-scene/panel-edit/PanelOptionsPane.tsx
+++ b/public/app/features/dashboard-scene/panel-edit/PanelOptionsPane.tsx
@@ -11,7 +11,7 @@ import {
   PluginType,
 } from '@grafana/data';
 import { selectors } from '@grafana/e2e-selectors';
-import { config, locationService } from '@grafana/runtime';
+import { config, locationService, reportInteraction } from '@grafana/runtime';
 import {
   DeepPartial,
   SceneComponentProps,
@@ -33,6 +33,7 @@ import { isUsingAngularPanelPlugin } from '../scene/angular/AngularDeprecation';
 
 import { PanelOptions } from './PanelOptions';
 import { PanelVizTypePicker } from './PanelVizTypePicker';
+import { INTERACTION_EVENT_NAME, INTERACTION_ITEM } from './interaction';
 
 export interface PanelOptionsPaneState extends SceneObjectState {
   isVizPickerOpen?: boolean;
@@ -50,6 +51,10 @@ export class PanelOptionsPane extends SceneObjectBase<PanelOptionsPaneState> {
   private _cachedPluginOptions: Record<string, PluginOptionsCache | undefined> = {};
 
   onToggleVizPicker = () => {
+    reportInteraction(INTERACTION_EVENT_NAME, {
+      item: INTERACTION_ITEM.TOGGLE_DROPDOWN,
+      open: !this.state.isVizPickerOpen,
+    });
     this.setState({ isVizPickerOpen: !this.state.isVizPickerOpen });
   };
 
@@ -57,6 +62,10 @@ export class PanelOptionsPane extends SceneObjectBase<PanelOptionsPaneState> {
     const panel = this.state.panelRef.resolve();
     const { options: prevOptions, fieldConfig: prevFieldConfig, pluginId: prevPluginId } = panel.state;
     const pluginId = options.pluginId;
+    reportInteraction(INTERACTION_EVENT_NAME, {
+      item: INTERACTION_ITEM.SELECT_PANEL_PLUGIN,
+      plugin_id: pluginId,
+    });
 
     // clear custom options
     let newFieldConfig: FieldConfigSource = {
diff --git a/public/app/features/dashboard-scene/panel-edit/PanelVizTypePicker.tsx b/public/app/features/dashboard-scene/panel-edit/PanelVizTypePicker.tsx
index 2e180642bc9..aee54b2f90e 100644
--- a/public/app/features/dashboard-scene/panel-edit/PanelVizTypePicker.tsx
+++ b/public/app/features/dashboard-scene/panel-edit/PanelVizTypePicker.tsx
@@ -4,6 +4,7 @@ import { useLocalStorage } from 'react-use';
 
 import { GrafanaTheme2, PanelData, SelectableValue } from '@grafana/data';
 import { selectors } from '@grafana/e2e-selectors';
+import { reportInteraction } from '@grafana/runtime';
 import { VizPanel } from '@grafana/scenes';
 import { Button, CustomScrollbar, Field, FilterInput, RadioButtonGroup, useStyles2 } from '@grafana/ui';
 import { LS_VISUALIZATION_SELECT_TAB_KEY, LS_WIDGET_SELECT_TAB_KEY } from 'app/core/constants';
@@ -14,6 +15,8 @@ import { VizTypeChangeDetails } from 'app/features/panel/components/VizTypePicke
 
 import { PanelModelCompatibilityWrapper } from '../utils/PanelModelCompatibilityWrapper';
 
+import { INTERACTION_EVENT_NAME, INTERACTION_ITEM } from './interaction';
+
 export interface Props {
   data?: PanelData;
   panel: VizPanel;
@@ -25,6 +28,13 @@ export function PanelVizTypePicker({ panel, data, onChange, onClose }: Props) {
   const styles = useStyles2(getStyles);
   const [searchQuery, setSearchQuery] = useState('');
 
+  const handleSearchChange = (value: string) => {
+    if (value) {
+      reportInteraction(INTERACTION_EVENT_NAME, { item: INTERACTION_ITEM.SEARCH, query: value });
+    }
+    setSearchQuery(value);
+  };
+
   const isWidgetEnabled = false;
   const tabKey = isWidgetEnabled ? LS_WIDGET_SELECT_TAB_KEY : LS_VISUALIZATION_SELECT_TAB_KEY;
   const defaultTab = isWidgetEnabled ? VisualizationSelectPaneTab.Widgets : VisualizationSelectPaneTab.Visualizations;
@@ -40,6 +50,14 @@ export function PanelVizTypePicker({ panel, data, onChange, onClose }: Props) {
     []
   );
   const [listMode, setListMode] = useLocalStorage(tabKey, defaultTab);
+  const handleListModeChange = (value: VisualizationSelectPaneTab) => {
+    reportInteraction(INTERACTION_EVENT_NAME, {
+      item: INTERACTION_ITEM.CHANGE_TAB,
+      tab: VisualizationSelectPaneTab[value],
+    });
+    setListMode(value);
+  };
+
   useEffect(() => {
     if (listMode && !supportedListModes.has(listMode)) {
       setListMode(defaultTab);
@@ -57,7 +75,7 @@ export function PanelVizTypePicker({ panel, data, onChange, onClose }: Props) {
         <FilterInput
           className={styles.filter}
           value={searchQuery}
-          onChange={setSearchQuery}
+          onChange={handleSearchChange}
           autoFocus={true}
           placeholder="Search for..."
         />
@@ -71,7 +89,7 @@ export function PanelVizTypePicker({ panel, data, onChange, onClose }: Props) {
         />
       </div>
       <Field className={styles.customFieldMargin}>
-        <RadioButtonGroup options={radioOptions} value={listMode} onChange={setListMode} fullWidth />
+        <RadioButtonGroup options={radioOptions} value={listMode} onChange={handleListModeChange} fullWidth />
       </Field>
       <CustomScrollbar>
         {listMode === VisualizationSelectPaneTab.Visualizations && (
diff --git a/public/app/features/dashboard-scene/panel-edit/interaction.ts b/public/app/features/dashboard-scene/panel-edit/interaction.ts
new file mode 100644
index 00000000000..4ba515b5223
--- /dev/null
+++ b/public/app/features/dashboard-scene/panel-edit/interaction.ts
@@ -0,0 +1,7 @@
+export const INTERACTION_EVENT_NAME = 'dashboards_panel_plugin_picker_clicked';
+export const INTERACTION_ITEM = {
+  TOGGLE_DROPDOWN: 'toggle_panel_plugin_picker',
+  SELECT_PANEL_PLUGIN: 'select_panel_plugin',
+  CHANGE_TAB: 'change_tab', // for ref - PanelVizTypePicker
+  SEARCH: 'search', // for ref - PanelVizTypePicker
+};