diff --git a/r2/r2/lib/tracking.py b/r2/r2/lib/tracking.py
index 20991879b..38e5efca4 100644
--- a/r2/r2/lib/tracking.py
+++ b/r2/r2/lib/tracking.py
@@ -128,7 +128,7 @@ def _decrypt(encrypted, secret):
 
 def get_site():
     """Return the name of the current "site" (subreddit)."""
-    return c.site.name if c.site else ""
+    return c.site.analytics_name if c.site else ""
 
 
 def get_srpath():
diff --git a/r2/r2/models/subreddit.py b/r2/r2/models/subreddit.py
index 821dd458d..92b93d8db 100644
--- a/r2/r2/models/subreddit.py
+++ b/r2/r2/models/subreddit.py
@@ -85,6 +85,10 @@ class BaseSite(object):
     def path(self):
         return "/r/%s/" % self.name
 
+    @property
+    def analytics_name(self):
+        return self.name
+
     def is_moderator_with_perms(self, user, *perms):
         rel = self.is_moderator(user)
         if rel:
@@ -1364,6 +1368,12 @@ class LabeledMulti(MultiReddit, tdb_cassandra.Thing):
     def name(self):
         return self.path.split('/')[-1]
 
+    @property
+    def analytics_name(self):
+        # classify as "multi" (as for unnamed multis) until our traffic system
+        # is smarter
+        return 'multi'
+
     def can_view(self, user):
         return user == self.owner or self.visibility == 'public'