diff --git a/.gitlab/issue_templates/Service Ping reporting and monitoring.md b/.gitlab/issue_templates/Service Ping reporting and monitoring.md
index 1c0d221318b5ef5e88b19ae194a6df8d575e2fc3..9a30f71e42ba266ef58d0768367a9a4e3c4ec76e 100644
--- a/.gitlab/issue_templates/Service Ping reporting and monitoring.md	
+++ b/.gitlab/issue_templates/Service Ping reporting and monitoring.md	
@@ -1,6 +1,6 @@
-<!-- This issue template is used by https://about.gitlab.com/handbook/engineering/development/growth/product-intelligence/ for tracking effort around Service Ping reporting for GitLab.com -->
+<!-- This issue template is used by https://about.gitlab.com/handbook/engineering/development/analytics-section/product-intelligence/ for tracking effort around Service Ping reporting for GitLab.com -->
 
-The [Product Intelligence group](https://about.gitlab.com/handbook/engineering/development/growth/product-intelligence/) runs manual reporting of ServicePing for GitLab.com on a weekly basis. This issue captures:
+The [Product Intelligence group](https://about.gitlab.com/handbook/engineering/development/analytics/product-intelligence/) runs manual reporting of ServicePing for GitLab.com on a weekly basis. This issue:
 
 - Captures the work required to complete the reporting process,.
 - Captures the follow-up tasks that are focused on metrics performance verification.
@@ -123,7 +123,7 @@ If you get mentioned, check the failing metric and open an optimization issue.
 <!-- Do not edit below this line -->
 
 /confidential
-/label ~"group::product intelligence" ~"devops::growth" ~backend ~"section::growth" ~"Category:Service Ping"
+/label ~"group::product intelligence" ~"devops::analytics" ~backend ~"section::analytics" ~"Category:Service Ping"
 /epic https://gitlab.com/groups/gitlab-org/-/epics/6000
 /weight 5
 /title Monitor and Generate GitLab.com Service Ping
diff --git a/danger/roulette/Dangerfile b/danger/roulette/Dangerfile
index 0e6af5792cd08d64d8f29939ffd2a1f3f66007ff..c3f7806069c7e0ef552f523ec3d3f168807a15b6 100644
--- a/danger/roulette/Dangerfile
+++ b/danger/roulette/Dangerfile
@@ -55,7 +55,7 @@ end
 OPTIONAL_REVIEW_TEMPLATE = '%{role} review is optional for %{category}'
 NOT_AVAILABLE_TEMPLATES = {
   default: 'No %{role} available',
-  product_intelligence: group_not_available_template('#g_product_intelligence', '@gitlab-org/growth/product-intelligence/engineers'),
+  product_intelligence: group_not_available_template('#g_product_intelligence', '@gitlab-org/analytics-section/product-intelligence/engineers'),
   integrations_be: group_not_available_template('#g_ecosystem_integrations', '@gitlab-org/ecosystem-stage/integrations'),
   integrations_fe: group_not_available_template('#g_ecosystem_integrations', '@gitlab-org/ecosystem-stage/integrations')
 }.freeze
diff --git a/doc/development/code_review.md b/doc/development/code_review.md
index 1225260e600beb0baed6ae53cc998cc057857bc6..4617bea8ad4477e69cf48f3d173b50fc0d7d4a03 100644
--- a/doc/development/code_review.md
+++ b/doc/development/code_review.md
@@ -144,7 +144,7 @@ with [domain expertise](#domain-experts).
    by a [Software Engineer in Test](https://about.gitlab.com/handbook/engineering/quality/#individual-contributors)**.
 1. If your merge request only includes end-to-end changes (*4*) **or** if the MR author is a [Software Engineer in Test](https://about.gitlab.com/handbook/engineering/quality/#individual-contributors), it must be **approved by a [Quality maintainer](https://about.gitlab.com/handbook/engineering/projects/#gitlab_maintainers_qa)**
 1. If your merge request includes a new or updated [application limit](https://about.gitlab.com/handbook/product/product-processes/#introducing-application-limits), it must be **approved by a [product manager](https://about.gitlab.com/company/team/)**.
-1. If your merge request includes Product Intelligence (telemetry or analytics) changes, it should be reviewed and approved by a [Product Intelligence engineer](https://gitlab.com/gitlab-org/growth/product-intelligence/engineers).
+1. If your merge request includes Product Intelligence (telemetry or analytics) changes, it should be reviewed and approved by a [Product Intelligence engineer](https://gitlab.com/gitlab-org/analytics-section/product-intelligence/engineers).
 1. If your merge request includes an addition of, or changes to a [Feature spec](testing_guide/testing_levels.md#frontend-feature-tests), it must be **approved by a [Quality maintainer](https://about.gitlab.com/handbook/engineering/projects/#gitlab_maintainers_qa) or [Quality reviewer](https://about.gitlab.com/handbook/engineering/projects/#gitlab_reviewers_qa)**.
 1. If your merge request introduces a new service to GitLab (Puma, Sidekiq, Gitaly are examples), it must be **approved by a [product manager](https://about.gitlab.com/company/team/)**. See the [process for adding a service component to GitLab](adding_service_component.md) for details.
 1. If your merge request includes changes related to authentication or authorization, it must be **approved by a [Manage:Authentication and Authorization team member](https://about.gitlab.com/company/team/)**. Check the [code review section on the group page](https://about.gitlab.com/handbook/engineering/development/dev/manage/authentication-and-authorization/#additional-considerations) for more details. Patterns for files known to require review from the team are listed in the in the `Authentication and Authorization` section of the [`CODEOWNERS`](https://gitlab.com/gitlab-org/gitlab/-/blob/master/.gitlab/CODEOWNERS) file, and the team will be listed in the approvers section of all merge requests that modify these files.
diff --git a/doc/development/service_ping/metrics_dictionary.md b/doc/development/service_ping/metrics_dictionary.md
index 2adba5d8095478e00b38bc201060cdd781258495..d063c4c7601f26530675ce5e0755d5078f69172f 100644
--- a/doc/development/service_ping/metrics_dictionary.md
+++ b/doc/development/service_ping/metrics_dictionary.md
@@ -205,8 +205,8 @@ instance unique identifier.
 key_path: uuid
 description: GitLab instance unique identifier
 product_category: collection
-product_section: growth
-product_stage: growth
+product_section: analytics
+product_stage: analytics
 product_group: product_intelligence
 value_type: string
 status: active
@@ -301,7 +301,7 @@ bundle exec rails generate gitlab:usage_metric_definition:redis_hll issues users
 
 ## Metrics Dictionary
 
-[Metrics Dictionary is a separate application](https://gitlab.com/gitlab-org/growth/product-intelligence/metric-dictionary).
+[Metrics Dictionary is a separate application](https://gitlab.com/gitlab-org/analytics-section/product-intelligence/metric-dictionary).
 
 All metrics available in Service Ping are in the [Metrics Dictionary](https://metrics.gitlab.com/).
 
diff --git a/doc/development/service_ping/metrics_instrumentation.md b/doc/development/service_ping/metrics_instrumentation.md
index e1c51713f3cbc6ea6077f75938045874a399ae06..c3cb9d0fff08ef50637ed5d23e4228dbad98b5cf 100644
--- a/doc/development/service_ping/metrics_instrumentation.md
+++ b/doc/development/service_ping/metrics_instrumentation.md
@@ -29,7 +29,7 @@ A metric definition has the [`instrumentation_class`](metrics_dictionary.md) fie
 
 The defined instrumentation class should inherit one of the existing metric classes: `DatabaseMetric`, `RedisMetric`, `RedisHLLMetric`, `NumbersMetric` or `GenericMetric`.
 
-The current convention is that a single instrumentation class corresponds to a single metric. On a rare occasions, there are exceptions to that convention like [Redis metrics](#redis-metrics). To use a single instrumentation class for more than one metric, please reach out to one of the `@gitlab-org/growth/product-intelligence/engineers` members to consult about your case.
+The current convention is that a single instrumentation class corresponds to a single metric. On rare occasions, there are exceptions to that convention like [Redis metrics](#redis-metrics). To use a single instrumentation class for more than one metric, please reach out to one of the `@gitlab-org/analytics-section/product-intelligence/engineers` members to consult about your case.
 
 Using the instrumentation classes ensures that metrics can fail safe individually, without breaking the entire
  process of Service Ping generation.
diff --git a/doc/development/service_ping/review_guidelines.md b/doc/development/service_ping/review_guidelines.md
index 4ce5b2d577c223e0ed4866152166106ad46234d8..1b00858be7eb549ee7960b4b8ce0f01bf368e7fc 100644
--- a/doc/development/service_ping/review_guidelines.md
+++ b/doc/development/service_ping/review_guidelines.md
@@ -7,7 +7,7 @@ info: To determine the technical writer assigned to the Stage/Group associated w
 # Service Ping review guidelines
 
 This page includes introductory material for a
-[Product Intelligence](https://about.gitlab.com/handbook/engineering/development/growth/product-intelligence/)
+[Product Intelligence](https://about.gitlab.com/handbook/engineering/development/analytics/product-intelligence/)
 review, and is specific to Service Ping related reviews. For broader advice and
 general best practices for code reviews, refer to our [code review guide](../code_review.md).
 
@@ -42,7 +42,7 @@ are regular backend changes.
   - Assign both the `~backend` and `~product intelligence` reviews to another Product Intelligence team member.
   - Assign the maintainer review to someone outside of the Product Intelligence group.
 - Assign an
-  [engineer](https://gitlab.com/groups/gitlab-org/growth/product-intelligence/engineers/-/group_members?with_inherited_permissions=exclude) from the Product Intelligence team for a review.
+  [engineer](https://gitlab.com/groups/gitlab-org/analytics-section/product-intelligence/engineers/-/group_members?with_inherited_permissions=exclude) from the Product Intelligence team for a review.
 - Set the correct attributes in the metric's YAML definition:
   - `product_section`, `product_stage`, `product_group`, `product_category`
   - Provide a clear description of the metric.
@@ -76,7 +76,7 @@ are regular backend changes.
 
 [Danger bot](../dangerbot.md) adds the list of changed Product Intelligence files
 and pings the
-[`@gitlab-org/growth/product-intelligence/engineers`](https://gitlab.com/groups/gitlab-org/growth/product-intelligence/engineers/-/group_members?with_inherited_permissions=exclude) group for merge requests
+[`@gitlab-org/analytics-section/product-intelligence/engineers`](https://gitlab.com/groups/gitlab-org/analytics-section/product-intelligence/engineers/-/group_members?with_inherited_permissions=exclude) group for merge requests
 that are not drafts.
 
 Any of the Product Intelligence engineers can be assigned for the Product Intelligence review.
diff --git a/doc/development/snowplow/infrastructure.md b/doc/development/snowplow/infrastructure.md
index 758c850e89fbcfaaeca5f4c7cec06b5d8bdfe191..ea4653dc91deb2c4820bb8da6db992b8ae99ff5a 100644
--- a/doc/development/snowplow/infrastructure.md
+++ b/doc/development/snowplow/infrastructure.md
@@ -50,7 +50,7 @@ See [Snowplow technology 101](https://github.com/snowplow/snowplow/#snowplow-tec
 
 ### Pseudonymization
 
-In contrast to a typical Snowplow pipeline, after enrichment, GitLab Snowplow events go through a [pseudonymization service](https://gitlab.com/gitlab-org/growth/product-intelligence/snowplow-pseudonymization) in the form of an AWS Lambda service before they are stored in S3 storage.
+In contrast to a typical Snowplow pipeline, after enrichment, GitLab Snowplow events go through a [pseudonymization service](https://gitlab.com/gitlab-org/analytics-section/product-intelligence/snowplow-pseudonymization) in the form of an AWS Lambda service before they are stored in S3 storage.
 
 #### Why events need to be pseudonymized
 
@@ -85,7 +85,7 @@ There are several tools that monitor Snowplow events tracking in different stage
   - The number of events that successfully reach Snowplow collectors.
   - The number of events that failed to reach Snowplow collectors.
   - The number of backend events that were sent.
-- [AWS CloudWatch dashboard](https://console.aws.amazon.com/cloudwatch/home?region=us-east-1#dashboards:name=SnowPlow;start=P3D) monitors the state of the events in a processing pipeline. The pipeline starts from Snowplow collectors, goes through to enrichers and pseudonymization, and then up to persistence in an S3 bucket. From S3, the events are imported into the Snowflake Data Warehouse. You must have AWS access rights to view this dashboard. For more information, see [monitoring](https://gitlab.com/gitlab-org/growth/product-intelligence/snowplow-pseudonymization#monitoring) in the Snowplow Events pseudonymization service documentation.
+- [AWS CloudWatch dashboard](https://console.aws.amazon.com/cloudwatch/home?region=us-east-1#dashboards:name=SnowPlow;start=P3D) monitors the state of the events in a processing pipeline. The pipeline starts from Snowplow collectors, goes through to enrichers and pseudonymization, and then up to persistence in an S3 bucket. From S3, the events are imported into the Snowflake Data Warehouse. You must have AWS access rights to view this dashboard. For more information, see [monitoring](https://gitlab.com/gitlab-org/analytics-section/product-intelligence/snowplow-pseudonymization#monitoring) in the Snowplow Events pseudonymization service documentation.
 - [Sisense dashboard](https://app.periscopedata.com/app/gitlab/417669/Snowplow-Summary-Dashboard) provides information about the number of good and bad events imported into the Data Warehouse, in addition to the total number of imported Snowplow events.
 
 For more information, see this [video walk-through](https://www.youtube.com/watch?v=NxPS0aKa_oU).
@@ -93,7 +93,7 @@ For more information, see this [video walk-through](https://www.youtube.com/watc
 ## Related topics
 
 - [Snowplow technology 101](https://github.com/snowplow/snowplow/#snowplow-technology-101)
-- [Snowplow pseudonymization AWS Lambda project](https://gitlab.com/gitlab-org/growth/product-intelligence/snowplow-pseudonymization)
+- [Snowplow pseudonymization AWS Lambda project](https://gitlab.com/gitlab-org/analytics-section/product-intelligence/snowplow-pseudonymization)
 - [Product Intelligence Guide](https://about.gitlab.com/handbook/product/product-intelligence-guide/)
 - [Data Infrastructure](https://about.gitlab.com/handbook/business-technology/data-team/platform/infrastructure/)
 - [Snowplow architecture overview (internal)](https://www.youtube.com/watch?v=eVYJjzspsLU)
diff --git a/doc/development/snowplow/review_guidelines.md b/doc/development/snowplow/review_guidelines.md
index 673166452b7874516ec2d4fd034ef1f609cebfe5..44de849792cca37d23bfaa8ba55ca36d9e5a8c7e 100644
--- a/doc/development/snowplow/review_guidelines.md
+++ b/doc/development/snowplow/review_guidelines.md
@@ -7,7 +7,7 @@ info: To determine the technical writer assigned to the Stage/Group associated w
 # Snowplow review guidelines
 
 This page includes introductory material for a
-[Product Intelligence](https://about.gitlab.com/handbook/engineering/development/growth/product-intelligence/)
+[Product Intelligence](https://about.gitlab.com/handbook/engineering/development/analytics/product-intelligence/)
 review, and is specific to Snowplow related reviews. For broader advice and
 general best practices for code reviews, refer to our [code review guide](../code_review.md).
 
diff --git a/tooling/danger/product_intelligence.rb b/tooling/danger/product_intelligence.rb
index 0f007e970b492f531f02fb26a7aa9c2dbe39de86..621a7b509b0cfac883ca1104a0926668c04716e2 100644
--- a/tooling/danger/product_intelligence.rb
+++ b/tooling/danger/product_intelligence.rb
@@ -7,7 +7,7 @@ module ProductIntelligence
       APPROVED_LABEL = 'product intelligence::approved'
       REVIEW_LABEL = 'product intelligence::review pending'
       CHANGED_FILES_MESSAGE = <<~MSG
-      For the following files, a review from the [Data team and Product Intelligence team](https://gitlab.com/groups/gitlab-org/growth/product-intelligence/engineers/-/group_members?with_inherited_permissions=exclude) is recommended
+      For the following files, a review from the [Data team and Product Intelligence team](https://gitlab.com/groups/gitlab-org/analytics-section/product-intelligence/engineers/-/group_members?with_inherited_permissions=exclude) is recommended
       Please check the ~"product intelligence" [Service Ping guide](https://docs.gitlab.com/ee/development/service_ping/) or the [Snowplow guide](https://docs.gitlab.com/ee/development/snowplow/).
 
       For MR review guidelines, see the [Service Ping review guidelines](https://docs.gitlab.com/ee/development/service_ping/review_guidelines.html) or the [Snowplow review guidelines](https://docs.gitlab.com/ee/development/snowplow/review_guidelines.html).