diff --git a/Dockerfile b/Dockerfile
index 9cc787155..807f18ec9 100644
--- a/Dockerfile
+++ b/Dockerfile
@@ -116,6 +116,8 @@ WORKDIR ${CML_RUNNER_PATH}
 # SET SPECIFIC ENVIRONMENT VARIABLES
 ENV IN_DOCKER=1
 ENV RUNNER_ALLOW_RUNASROOT=1
+# Environment variable used by cml to detect it's been installed using the docker image.
+ENV _CML_CONTAINER_IMAGE=true
 
 # DEFINE ENTRY POINT AND COMMAND
 # Smart entrypoint understands commands like `bash` or `/bin/sh` but defaults to `cml`;
diff --git a/bin/cml.js b/bin/cml.js
index 836767332..80df965e1 100755
--- a/bin/cml.js
+++ b/bin/cml.js
@@ -48,7 +48,6 @@ const setupOpts = (opts) => {
 
   const { markdownfile } = opts;
   opts.markdownFile = markdownfile;
-  opts.cmlCommand = opts._[0];
   opts.cml = new CML(opts);
 };
 
@@ -76,9 +75,29 @@ const setupLogger = (opts) => {
   });
 };
 
-const setupTelemetry = async (opts) => {
-  const { cml, cmlCommand: action } = opts;
-  opts.telemetryEvent = await jitsuEventPayload({ action, cml });
+const setupTelemetry = async (opts, yargs) => {
+  const { cml, _: command } = opts;
+
+  const options = {};
+  for (const [name, option] of Object.entries(opts.options)) {
+    // Skip options with default values (i.e. not explicitly set by users)
+    if (opts[name] && !yargs.parsed.defaulted[name]) {
+      switch (option.telemetryData) {
+        case 'name':
+          options[name] = null;
+          break;
+        case 'full':
+          options[name] = opts[name];
+          break;
+      }
+    }
+  }
+
+  opts.telemetryEvent = await jitsuEventPayload({
+    action: command.join(':'),
+    extra: { options },
+    cml
+  });
 };
 
 const runPlugin = async ({ $0: executable, command }) => {
@@ -99,6 +118,7 @@ const handleError = (message, error) => {
 
 (async () => {
   setupLogger({ log: 'debug' });
+
   try {
     await yargs
       .env('CML')
diff --git a/bin/cml/asset/publish.js b/bin/cml/asset/publish.js
index d545c0fe2..09fce8e20 100644
--- a/bin/cml/asset/publish.js
+++ b/bin/cml/asset/publish.js
@@ -23,7 +23,11 @@ exports.handler = async (opts) => {
   else await fs.writeFile(file, output);
 };
 
-exports.builder = (yargs) => yargs.env('CML_ASSET').options(exports.options);
+exports.builder = (yargs) =>
+  yargs
+    .env('CML_ASSET')
+    .option('options', { default: exports.options, hidden: true })
+    .options(exports.options);
 
 exports.options = kebabcaseKeys({
   url: {
@@ -51,7 +55,8 @@ exports.options = kebabcaseKeys({
   },
   rmWatermark: {
     type: 'boolean',
-    description: 'Avoid CML watermark.'
+    description: 'Avoid CML watermark.',
+    telemetryData: 'name'
   },
   mimeType: {
     type: 'string',
diff --git a/bin/cml/check/create.js b/bin/cml/check/create.js
index 43637d7b3..89ebcea9b 100755
--- a/bin/cml/check/create.js
+++ b/bin/cml/check/create.js
@@ -10,7 +10,11 @@ exports.handler = async (opts) => {
   await cml.checkCreate({ ...opts, report });
 };
 
-exports.builder = (yargs) => yargs.env('CML_CHECK').options(exports.options);
+exports.builder = (yargs) =>
+  yargs
+    .env('CML_CHECK')
+    .option('options', { default: exports.options, hidden: true })
+    .options(exports.options);
 
 exports.options = kebabcaseKeys({
   token: {
diff --git a/bin/cml/comment/create.js b/bin/cml/comment/create.js
index 8036dca6f..b325b45d0 100644
--- a/bin/cml/comment/create.js
+++ b/bin/cml/comment/create.js
@@ -8,7 +8,11 @@ exports.handler = async (opts) => {
   console.log(await cml.commentCreate(opts));
 };
 
-exports.builder = (yargs) => yargs.env('CML_COMMENT').options(exports.options);
+exports.builder = (yargs) =>
+  yargs
+    .env('CML_COMMENT')
+    .option('options', { default: exports.options, hidden: true })
+    .options(exports.options);
 
 exports.options = kebabcaseKeys({
   pr: {
@@ -30,7 +34,8 @@ exports.options = kebabcaseKeys({
   publishUrl: {
     type: 'string',
     default: 'https://asset.cml.dev',
-    description: 'Self-hosted image server URL'
+    description: 'Self-hosted image server URL',
+    telemetryData: 'name'
   },
   watch: {
     type: 'boolean',
@@ -44,7 +49,8 @@ exports.options = kebabcaseKeys({
   native: {
     type: 'boolean',
     description:
-      "Uses driver's native capabilities to upload assets instead of CML's storage; not available on GitHub"
+      "Uses driver's native capabilities to upload assets instead of CML's storage; not available on GitHub",
+    telemetryData: 'name'
   },
   update: {
     type: 'boolean',
@@ -55,6 +61,7 @@ exports.options = kebabcaseKeys({
   rmWatermark: {
     type: 'boolean',
     description:
-      'Avoid watermark; CML needs a watermark to be able to distinguish CML comments from others'
+      'Avoid watermark; CML needs a watermark to be able to distinguish CML comments from others',
+    telemetryData: 'name'
   }
 });
diff --git a/bin/cml/pr.js b/bin/cml/pr.js
index 65930cbfb..4e9f6b3a3 100644
--- a/bin/cml/pr.js
+++ b/bin/cml/pr.js
@@ -16,5 +16,6 @@ exports.builder = (yargs) =>
         ])
       )
     )
+    .option('options', { default: options, hidden: true })
     .check(({ globpath }) => globpath)
     .strict();
diff --git a/bin/cml/pr/create.js b/bin/cml/pr/create.js
index 3e8274104..dc98eda9c 100755
--- a/bin/cml/pr/create.js
+++ b/bin/cml/pr/create.js
@@ -15,7 +15,11 @@ exports.handler = async (opts) => {
   console.log(link);
 };
 
-exports.builder = (yargs) => yargs.env('CML_PR').options(exports.options);
+exports.builder = (yargs) =>
+  yargs
+    .env('CML_PR')
+    .option('options', { default: exports.options, hidden: true })
+    .options(exports.options);
 
 exports.options = kebabcaseKeys({
   md: {
diff --git a/bin/cml/repo/prepare.js b/bin/cml/repo/prepare.js
index b3218f788..302f75c5c 100644
--- a/bin/cml/repo/prepare.js
+++ b/bin/cml/repo/prepare.js
@@ -10,7 +10,11 @@ exports.handler = async (opts) => {
   await cml.ci(opts);
 };
 
-exports.builder = (yargs) => yargs.env('CML_REPO').options(exports.options);
+exports.builder = (yargs) =>
+  yargs
+    .env('CML_REPO')
+    .option('options', { default: exports.options, hidden: true })
+    .options(exports.options);
 
 exports.options = kebabcaseKeys({
   unshallow: {
diff --git a/bin/cml/runner.js b/bin/cml/runner.js
index f294d4369..c97d0a0c5 100644
--- a/bin/cml/runner.js
+++ b/bin/cml/runner.js
@@ -16,5 +16,6 @@ exports.builder = (yargs) =>
         ])
       )
     )
+    .option('options', { default: options, hidden: true })
     .check(() => process.argv.some((arg) => arg.startsWith('-')))
     .strict();
diff --git a/bin/cml/runner/launch.js b/bin/cml/runner/launch.js
index 8b568db12..bc9c2e5af 100755
--- a/bin/cml/runner/launch.js
+++ b/bin/cml/runner/launch.js
@@ -418,7 +418,11 @@ exports.handler = async (opts) => {
   }
 };
 
-exports.builder = (yargs) => yargs.env('CML_RUNNER').options(exports.options);
+exports.builder = (yargs) =>
+  yargs
+    .env('CML_RUNNER')
+    .option('options', { default: exports.options, hidden: true })
+    .options(exports.options);
 
 exports.options = kebabcaseKeys({
   labels: {
@@ -454,13 +458,15 @@ exports.options = kebabcaseKeys({
     type: 'boolean',
     conflicts: ['single', 'reuseIdle'],
     description:
-      "Don't launch a new runner if an existing one has the same name or overlapping labels"
+      "Don't launch a new runner if an existing one has the same name or overlapping labels",
+    telemetryData: 'name'
   },
   reuseIdle: {
     type: 'boolean',
     conflicts: ['reuse', 'single'],
     description:
-      "Creates a new runner only if the matching labels don't exist or are already busy"
+      "Creates a new runner only if the matching labels don't exist or are already busy",
+    telemetryData: 'name'
   },
   workdir: {
     type: 'string',
@@ -476,7 +482,8 @@ exports.options = kebabcaseKeys({
   cloud: {
     type: 'string',
     choices: ['aws', 'azure', 'gcp', 'kubernetes'],
-    description: 'Cloud to deploy the runner'
+    description: 'Cloud to deploy the runner',
+    telemetryData: 'full'
   },
   cloudRegion: {
     type: 'string',
@@ -529,12 +536,14 @@ exports.options = kebabcaseKeys({
     type: 'number',
     default: -1,
     description:
-      'Maximum spot instance bidding price in USD. Defaults to the current spot bidding price'
+      'Maximum spot instance bidding price in USD. Defaults to the current spot bidding price',
+    telemetryData: 'name'
   },
   cloudStartupScript: {
     type: 'string',
     description:
-      'Run the provided Base64-encoded Linux shell script during the instance initialization'
+      'Run the provided Base64-encoded Linux shell script during the instance initialization',
+    telemetryData: 'name'
   },
   cloudAwsSecurityGroup: {
     type: 'string',
diff --git a/bin/cml/tensorboard/connect.e2e.test.js b/bin/cml/tensorboard/connect.e2e.test.js
index f4dec0840..1b3f0b40e 100644
--- a/bin/cml/tensorboard/connect.e2e.test.js
+++ b/bin/cml/tensorboard/connect.e2e.test.js
@@ -34,7 +34,7 @@ describe('tbLink', () => {
       error = err;
     }
 
-    expect(error.message).toBe(`Tensorboard took too long. ${message}`);
+    expect(error.message).toBe(`Tensorboard took too long`);
   });
 
   test('valid url is returned', async () => {
diff --git a/bin/cml/tensorboard/connect.js b/bin/cml/tensorboard/connect.js
index 809d50809..7e0b073f3 100644
--- a/bin/cml/tensorboard/connect.js
+++ b/bin/cml/tensorboard/connect.js
@@ -3,6 +3,7 @@ const kebabcaseKeys = require('kebabcase-keys');
 const { spawn } = require('child_process');
 const { homedir } = require('os');
 const tempy = require('tempy');
+const winston = require('winston');
 
 const { exec, watermarkUri, sleep } = require('../../../src/utils');
 
@@ -28,8 +29,8 @@ const tbLink = async (opts = {}) => {
     chrono = chrono + chronoStep;
   }
 
-  const error = await fs.readFile(stderror, 'utf8');
-  throw new Error(`Tensorboard took too long. ${error}`);
+  winston.error(await fs.readFile(stderror, 'utf8'));
+  throw new Error(`Tensorboard took too long`);
 };
 
 const launchAndWaitLink = async (opts = {}) => {
@@ -51,8 +52,8 @@ const launchAndWaitLink = async (opts = {}) => {
   proc.unref();
   proc.on('exit', async (code, signal) => {
     if (code || signal) {
-      const error = await fs.readFile(stderrPath, 'utf8');
-      throw new Error(`Tensorboard failed with error: ${error}`);
+      winston.error(await fs.readFile(stderrPath, 'utf8'));
+      throw new Error(`Tensorboard failed with error ${code || signal}`);
     }
   });
 
@@ -95,7 +96,10 @@ exports.handler = async (opts) => {
 };
 
 exports.builder = (yargs) =>
-  yargs.env('CML_TENSORBOARD').options(exports.options);
+  yargs
+    .env('CML_TENSORBOARD')
+    .option('options', { default: exports.options, hidden: true })
+    .options(exports.options);
 
 exports.options = kebabcaseKeys({
   credentials: {
@@ -136,6 +140,7 @@ exports.options = kebabcaseKeys({
   },
   rmWatermark: {
     type: 'boolean',
-    description: 'Avoid CML watermark'
+    description: 'Avoid CML watermark',
+    telemetryData: 'name'
   }
 });
diff --git a/bin/cml/workflow/rerun.js b/bin/cml/workflow/rerun.js
index 18c5f0936..40639434f 100644
--- a/bin/cml/workflow/rerun.js
+++ b/bin/cml/workflow/rerun.js
@@ -8,7 +8,11 @@ exports.handler = async (opts) => {
   await cml.pipelineRerun(opts);
 };
 
-exports.builder = (yargs) => yargs.env('CML_WORKFLOW').options(exports.options);
+exports.builder = (yargs) =>
+  yargs
+    .env('CML_WORKFLOW')
+    .option('options', { default: exports.options, hidden: true })
+    .options(exports.options);
 
 exports.options = kebabcaseKeys({
   id: {
diff --git a/package-lock.json b/package-lock.json
index b12751de9..41a5ee36b 100644
--- a/package-lock.json
+++ b/package-lock.json
@@ -26,6 +26,7 @@
         "git-url-parse": "^13.1.0",
         "globby": "^11.0.4",
         "https-proxy-agent": "^5.0.1",
+        "is-docker": "^2.2.1",
         "js-base64": "^3.7.2",
         "kebabcase-keys": "^1.0.0",
         "node-fetch": "^2.6.5",
@@ -3967,6 +3968,20 @@
         "url": "https://github.com/sponsors/wooorm"
       }
     },
+    "node_modules/is-docker": {
+      "version": "2.2.1",
+      "resolved": "https://registry.npmjs.org/is-docker/-/is-docker-2.2.1.tgz",
+      "integrity": "sha512-F+i2BKsFrH66iaUFc0woD8sLy8getkwTwtOBjvs56Cx4CgJDeKQeqfz8wAYiSb8JOprWhHH5p77PbmYCvvUuXQ==",
+      "bin": {
+        "is-docker": "cli.js"
+      },
+      "engines": {
+        "node": ">=8"
+      },
+      "funding": {
+        "url": "https://github.com/sponsors/sindresorhus"
+      }
+    },
     "node_modules/is-extglob": {
       "version": "2.1.1",
       "license": "MIT",
@@ -10137,6 +10152,11 @@
     "is-decimal": {
       "version": "1.0.4"
     },
+    "is-docker": {
+      "version": "2.2.1",
+      "resolved": "https://registry.npmjs.org/is-docker/-/is-docker-2.2.1.tgz",
+      "integrity": "sha512-F+i2BKsFrH66iaUFc0woD8sLy8getkwTwtOBjvs56Cx4CgJDeKQeqfz8wAYiSb8JOprWhHH5p77PbmYCvvUuXQ=="
+    },
     "is-extglob": {
       "version": "2.1.1"
     },
diff --git a/package.json b/package.json
index 73d2b48ec..48f03c75d 100644
--- a/package.json
+++ b/package.json
@@ -84,6 +84,7 @@
     "git-url-parse": "^13.1.0",
     "globby": "^11.0.4",
     "https-proxy-agent": "^5.0.1",
+    "is-docker": "2.2.1",
     "js-base64": "^3.7.2",
     "kebabcase-keys": "^1.0.0",
     "node-fetch": "^2.6.5",
diff --git a/src/analytics.e2e.test.js b/src/analytics.e2e.test.js
index 1a632892b..365bba3ac 100644
--- a/src/analytics.e2e.test.js
+++ b/src/analytics.e2e.test.js
@@ -8,8 +8,9 @@ describe('analytics tests', () => {
     const cml = new CML({ repo: REPO, token: TOKEN });
     const action = 'test';
     const cloud = 'azure';
+    const container = 'cml';
     const more = { one: 1, two: 2 };
-    const extra = { cloud, ...more };
+    const extra = { cloud, container, ...more };
     const error = 'Ouch!';
     const regex = /\d+\.\d+\.\d+/;
 
@@ -25,7 +26,7 @@ describe('analytics tests', () => {
     expect(pl.backend).toBe(cloud);
     expect(pl.error).toBe(error);
     expect(Object.keys(pl.extra).sort()).toEqual(
-      ['ci'].concat(Object.keys(more)).sort()
+      ['ci', 'container'].concat(Object.keys(more)).sort()
     );
 
     if (isCI()) {
diff --git a/src/analytics.js b/src/analytics.js
index 239651569..bb810f3be 100644
--- a/src/analytics.js
+++ b/src/analytics.js
@@ -9,6 +9,7 @@ const { scrypt } = require('crypto');
 const { v4: uuidv4, v5: uuidv5, parse } = require('uuid');
 const { userConfigDir } = require('appdirs');
 const winston = require('winston');
+const isDocker = require('is-docker');
 
 const { version: VERSION } = require('../package.json');
 const { exec, fileExists, getos } = require('./utils');
@@ -150,7 +151,6 @@ const jitsuEventPayload = async ({
 } = {}) => {
   try {
     const { cloud: backend = '', ...extraRest } = extra;
-    extraRest.ci = guessCI();
 
     const osname = OS();
     let { release = os.release() } = await getos();
@@ -171,7 +171,12 @@ const jitsuEventPayload = async ({
       os_version: release,
       backend,
       error,
-      extra: extraRest
+      extra: {
+        ...extraRest,
+        ci: guessCI(),
+        container:
+          process.env._CML_CONTAINER_IMAGE === 'true' ? 'cml' : isDocker()
+      }
     };
   } catch (err) {
     return {};