<a href="http:&#x2F;&#x2F;snowplowanalytics.com&#x2F;" rel="nofollow">http:&#x2F;&#x2F;snowplowanalytics.com&#x2F;</a>  -- this is an another Open Source project which you can use in house and a loads and loads of predefined metrics and documentation.. but I agree the approach here is simple and rock solid, plus you have complete control of it. Just wondering if JSOB datatype is used to store the unstructured data into Postgres?