diff --git a/api/app_analytics/migrations/0006_add_labels.py b/api/app_analytics/migrations/0006_add_labels.py
index e3cff2d6d1b7..abd64edc0e6d 100644
--- a/api/app_analytics/migrations/0006_add_labels.py
+++ b/api/app_analytics/migrations/0006_add_labels.py
@@ -1,9 +1,10 @@
 # Generated by Django 4.2.21 on 2025-06-16 16:55
 
-import django.contrib.postgres.fields.hstore
-from django.contrib.postgres.operations import HStoreExtension
+# import django.contrib.postgres.fields.hstore
+# from django.contrib.postgres.operations import HStoreExtension
 
 from django.db import migrations
+from django.db import models
 
 
 class Migration(migrations.Migration):
@@ -13,25 +14,37 @@ class Migration(migrations.Migration):
     ]
 
     operations = [
-        HStoreExtension(),
+        # # The extension usage is annulated by the subsequent migration.
+        # # To avoid the operational overhead of enabling it in some environments,
+        # # we do not create it here anymore.
+        # # However, leave it commented out for reference/history.
+        # HStoreExtension(),
         migrations.AddField(
             model_name="apiusagebucket",
             name="labels",
-            field=django.contrib.postgres.fields.hstore.HStoreField(default=dict),
+            # This field is now a JSONField instead of HStoreField.
+            # field=django.contrib.postgres.fields.hstore.HStoreField(default=dict),
+            field=models.JSONField(default=dict),
         ),
         migrations.AddField(
             model_name="apiusageraw",
             name="labels",
-            field=django.contrib.postgres.fields.hstore.HStoreField(default=dict),
+            # This field is now a JSONField instead of HStoreField.
+            # field=django.contrib.postgres.fields.hstore.HStoreField(default=dict),
+            field=models.JSONField(default=dict),
         ),
         migrations.AddField(
             model_name="featureevaluationbucket",
             name="labels",
-            field=django.contrib.postgres.fields.hstore.HStoreField(default=dict),
+            # This field is now a JSONField instead of HStoreField.
+            # field=django.contrib.postgres.fields.hstore.HStoreField(default=dict),
+            field=models.JSONField(default=dict),
         ),
         migrations.AddField(
             model_name="featureevaluationraw",
             name="labels",
-            field=django.contrib.postgres.fields.hstore.HStoreField(default=dict),
+            # This field is now a JSONField instead of HStoreField.
+            # field=django.contrib.postgres.fields.hstore.HStoreField(default=dict),
+            field=models.JSONField(default=dict),
         ),
     ]
diff --git a/api/app_analytics/migrations/0007_labels_jsonb.py b/api/app_analytics/migrations/0007_labels_jsonb.py
new file mode 100644
index 000000000000..002323d30524
--- /dev/null
+++ b/api/app_analytics/migrations/0007_labels_jsonb.py
@@ -0,0 +1,73 @@
+# Generated by Django 4.2.22 on 2025-07-25 14:09
+
+from django.db import migrations, models
+
+
+class Migration(migrations.Migration):
+
+    dependencies = [
+        ("app_analytics", "0006_add_labels"),
+    ]
+
+    operations = [
+        migrations.SeparateDatabaseAndState(
+            state_operations=[
+                migrations.AlterField(
+                    model_name="apiusagebucket",
+                    name="labels",
+                    field=models.JSONField(default=dict),
+                ),
+                migrations.AlterField(
+                    model_name="apiusageraw",
+                    name="labels",
+                    field=models.JSONField(default=dict),
+                ),
+                migrations.AlterField(
+                    model_name="featureevaluationbucket",
+                    name="labels",
+                    field=models.JSONField(default=dict),
+                ),
+                migrations.AlterField(
+                    model_name="featureevaluationraw",
+                    name="labels",
+                    field=models.JSONField(default=dict),
+                ),
+            ],
+            database_operations=[
+                migrations.RunSQL(
+                    # Only alter the columns that are currently hstore.
+                    # See 0006_add_labels to understand why we are doing this.
+                    sql="""
+                    DO $$
+                    BEGIN
+                        FOR relname IN
+                            SELECT c.relname
+                            FROM pg_class c
+                            JOIN pg_attribute a ON a.attrelid = c.oid
+                            JOIN pg_type t ON a.atttypid = t.oid
+                            WHERE c.relname IN (
+                                'app_analytics_apiusagebucket',
+                                'app_analytics_apiusageraw',
+                                'app_analytics_featureevaluationbucket',
+                                'app_analytics_featureevaluationraw'
+                            )
+                            AND a.attname = 'labels'
+                            AND t.typname = 'hstore'
+                        LOOP
+                            EXECUTE format(
+                                'ALTER TABLE %I
+                                 ALTER COLUMN labels TYPE jsonb USING hstore_to_json(labels),
+                                 ALTER COLUMN labels SET DEFAULT ''{}''::jsonb',
+                                relname
+                            );
+                        END LOOP;
+                    END
+                    $$;
+                    """,
+                    # We don't want hstore in the database at all, 
+                    # so don't do anything for reverse SQL.
+                    reverse_sql="",
+                ),
+            ],
+        ),
+    ]
diff --git a/api/app_analytics/models.py b/api/app_analytics/models.py
index aa55e2e17cbc..72ba2c957608 100644
--- a/api/app_analytics/models.py
+++ b/api/app_analytics/models.py
@@ -1,6 +1,5 @@
 from datetime import timedelta
 
-from django.contrib.postgres.fields import HStoreField
 from django.core.exceptions import ValidationError
 from django.db import models
 from django_lifecycle import (  # type: ignore[import-untyped]
@@ -59,7 +58,7 @@ class APIUsageRaw(models.Model):
     host = models.CharField(max_length=255)
     resource = models.IntegerField(choices=Resource.choices)
     count = models.PositiveIntegerField(default=1)
-    labels = HStoreField(default=dict)
+    labels = models.JSONField(default=dict)
 
     class Meta:
         index_together = (("environment_id", "created_at"),)
@@ -70,7 +69,7 @@ class AbstractBucket(LifecycleModelMixin, models.Model):  # type: ignore[misc]
     created_at = models.DateTimeField()
     total_count = models.PositiveIntegerField()
     environment_id = models.PositiveIntegerField()
-    labels = HStoreField(default=dict)
+    labels = models.JSONField(default=dict)
 
     class Meta:
         abstract = True
@@ -107,7 +106,7 @@ class FeatureEvaluationRaw(models.Model):
     environment_id = models.PositiveIntegerField()
     evaluation_count = models.IntegerField(default=0)
     created_at = models.DateTimeField(auto_now_add=True)
-    labels = HStoreField(default=dict)
+    labels = models.JSONField(default=dict)
 
     # Both stored for tracking multivariate split testing.
     identity_identifier = models.CharField(max_length=2000, null=True, default=None)