diff --git a/doc/user/product_analytics/index.md b/doc/user/product_analytics/index.md
index f7190ba28d154f8fb9a46a5c94f86645c2c00bf3..1b9d20075c09dee37619f2c820ca6ced81e05385 100644
--- a/doc/user/product_analytics/index.md
+++ b/doc/user/product_analytics/index.md
@@ -9,6 +9,7 @@ info: To determine the technical writer assigned to the Stage/Group associated w
 DETAILS:
 **Tier:** Ultimate
 **Offering:** GitLab.com, Self-managed, GitLab Dedicated
+**Status:** Beta
 
 > - Introduced in GitLab 15.4 as an [experiment](../../policy/experiment-beta-support.md#experiment) feature [with a flag](../../administration/feature_flags.md) named `cube_api_proxy`. Disabled by default.
 > - `cube_api_proxy` changed to reference only the [product analytics API](../../api/product_analytics.md) in GitLab 15.6.
@@ -21,6 +22,12 @@ DETAILS:
 > - `product_analytics_dashboards` [enabled](https://gitlab.com/gitlab-org/gitlab/-/issues/398653) by default in GitLab 16.11.
 > - [Enabled on self-managed and GitLab Dedicated](https://gitlab.com/gitlab-org/gitlab/-/issues/444345) in GitLab 16.11.
 > - Feature flag `product_analytics_dashboards` [removed](https://gitlab.com/gitlab-org/gitlab/-/issues/454059) in GitLab 17.1.
+> - [Changed](https://gitlab.com/gitlab-org/gitlab/-/merge_requests/167192) to beta and feature flag `product_analytics_admin_settings` added in GitLab 17.5.
+
+FLAG:
+The availability of this feature is controlled by a feature flag.
+For more information, see the history.
+This feature is not ready for production use.
 
 The product analytics feature empowers you to track user behavior and gain insights into how your
 applications are used and how users interact with your product.
diff --git a/ee/app/controllers/ee/admin/application_settings_controller.rb b/ee/app/controllers/ee/admin/application_settings_controller.rb
index fdcbb803a5745e403a0bedc2deecd8f592b3a127..b8e7b2fc48a296192bb977c434eda6a63e08aecb 100644
--- a/ee/app/controllers/ee/admin/application_settings_controller.rb
+++ b/ee/app/controllers/ee/admin/application_settings_controller.rb
@@ -213,7 +213,8 @@ def seat_link_payload
       end
 
       def analytics
-        not_found unless ::License.feature_available?(:product_analytics)
+        not_found if !::License.feature_available?(:product_analytics) ||
+          ::Feature.disabled?(:product_analytics_admin_settings, :instance)
       end
 
       def push_disable_private_profiles_feature
diff --git a/ee/config/feature_flags/beta/product_analytics_admin_settings.yml b/ee/config/feature_flags/beta/product_analytics_admin_settings.yml
new file mode 100644
index 0000000000000000000000000000000000000000..62a510ce4c4ae809ee906650140a68ec1ee53ba3
--- /dev/null
+++ b/ee/config/feature_flags/beta/product_analytics_admin_settings.yml
@@ -0,0 +1,9 @@
+---
+name: product_analytics_admin_settings
+feature_issue_url: https://gitlab.com/gitlab-org/gitlab/-/issues/493870
+introduced_by_url: https://gitlab.com/gitlab-org/gitlab/-/merge_requests/167192
+rollout_issue_url: https://gitlab.com/gitlab-org/gitlab/-/issues/494428
+milestone: '17.5'
+group: group::platform insights
+type: beta
+default_enabled: false
diff --git a/ee/lib/ee/sidebars/admin/menus/admin_settings_menu.rb b/ee/lib/ee/sidebars/admin/menus/admin_settings_menu.rb
index a8e8447fe0e2293f2513dd3e97e1b95005a5227b..fd926bf996ca11fa31dfff49e5df885b65d34392 100644
--- a/ee/lib/ee/sidebars/admin/menus/admin_settings_menu.rb
+++ b/ee/lib/ee/sidebars/admin/menus/admin_settings_menu.rb
@@ -81,7 +81,8 @@ def security_and_compliance_menu_item
           end
 
           def analytics_menu_item
-            unless ::License.feature_available?(:product_analytics)
+            unless ::License.feature_available?(:product_analytics) &&
+                ::Feature.enabled?(:product_analytics_admin_settings, :instance)
               return ::Sidebars::NilMenuItem.new(item_id: :admin_analytics)
             end
 
diff --git a/ee/spec/controllers/admin/application_settings_controller_spec.rb b/ee/spec/controllers/admin/application_settings_controller_spec.rb
index e9caa8142f68b56b8b55c5abea1353fea948ecc5..ec426f315caac111e6df7d1f04d9242bae55f759 100644
--- a/ee/spec/controllers/admin/application_settings_controller_spec.rb
+++ b/ee/spec/controllers/admin/application_settings_controller_spec.rb
@@ -667,6 +667,18 @@
       end
     end
 
+    context 'when flag is disabled' do
+      before do
+        stub_feature_flags(product_analytics_admin_settings: false)
+      end
+
+      it 'returns not found' do
+        get :analytics
+
+        expect(response).to have_gitlab_http_status(:not_found)
+      end
+    end
+
     context 'when not licensed' do
       before do
         stub_licensed_features(product_analytics: false)