diff --git a/frontend/src/component/insights/impact-metrics/ImpactMetrics.tsx b/frontend/src/component/insights/impact-metrics/ImpactMetrics.tsx
index 65398a22fe..035879152d 100644
--- a/frontend/src/component/insights/impact-metrics/ImpactMetrics.tsx
+++ b/frontend/src/component/insights/impact-metrics/ImpactMetrics.tsx
@@ -15,16 +15,30 @@ import { useImpactMetricsMetadata } from 'hooks/api/getters/useImpactMetricsMeta
 import { useImpactMetricsData } from 'hooks/api/getters/useImpactMetricsData/useImpactMetricsData';
 import { usePlaceholderData } from '../hooks/usePlaceholderData.js';
 import { ImpactMetricsControls } from './ImpactMetricsControls.tsx';
-import { getDisplayFormat, getTimeUnit } from './time-utils.ts';
+import {
+    getDisplayFormat,
+    getSeriesLabel,
+    getTimeUnit,
+} from './impact-metrics-utils.ts';
 import { fromUnixTime } from 'date-fns';
+import { useSeriesColor } from './hooks/useSeriesColor.ts';
 
 export const ImpactMetrics: FC = () => {
     const theme = useTheme();
+    const getSeriesColor = useSeriesColor();
     const [selectedSeries, setSelectedSeries] = useState<string>('');
     const [selectedRange, setSelectedRange] = useState<
         'hour' | 'day' | 'week' | 'month'
     >('day');
     const [beginAtZero, setBeginAtZero] = useState(false);
+    const [selectedLabels, setSelectedLabels] = useState<
+        Record<string, string[]>
+    >({});
+
+    const handleSeriesChange = (series: string) => {
+        setSelectedSeries(series);
+        setSelectedLabels({}); // labels are series-specific
+    };
 
     const {
         metadata,
@@ -32,12 +46,19 @@ export const ImpactMetrics: FC = () => {
         error: metadataError,
     } = useImpactMetricsMetadata();
     const {
-        data: { start, end, data: timeSeriesData },
+        data: { start, end, series: timeSeriesData, labels: availableLabels },
         loading: dataLoading,
         error: dataError,
     } = useImpactMetricsData(
         selectedSeries
-            ? { series: selectedSeries, range: selectedRange }
+            ? {
+                  series: selectedSeries,
+                  range: selectedRange,
+                  labels:
+                      Object.keys(selectedLabels).length > 0
+                          ? selectedLabels
+                          : undefined,
+              }
             : undefined,
     );
 
@@ -57,7 +78,7 @@ export const ImpactMetrics: FC = () => {
     }, [metadata]);
 
     const data = useMemo(() => {
-        if (!timeSeriesData.length) {
+        if (!timeSeriesData || timeSeriesData.length === 0) {
             return {
                 labels: [],
                 datasets: [
@@ -70,29 +91,75 @@ export const ImpactMetrics: FC = () => {
             };
         }
 
-        const timestamps = timeSeriesData.map(
-            ([epochTimestamp]) => new Date(epochTimestamp * 1000),
-        );
-        const values = timeSeriesData.map(([, value]) => value);
+        if (timeSeriesData.length === 1) {
+            const series = timeSeriesData[0];
+            const timestamps = series.data.map(
+                ([epochTimestamp]) => new Date(epochTimestamp * 1000),
+            );
+            const values = series.data.map(([, value]) => value);
 
-        return {
-            labels: timestamps,
-            datasets: [
-                {
-                    data: values,
-                    borderColor: theme.palette.primary.main,
-                    backgroundColor: theme.palette.primary.light,
-                },
-            ],
-        };
-    }, [timeSeriesData, theme]);
+            return {
+                labels: timestamps,
+                datasets: [
+                    {
+                        data: values,
+                        borderColor: theme.palette.primary.main,
+                        backgroundColor: theme.palette.primary.light,
+                        label: getSeriesLabel(series.metric),
+                    },
+                ],
+            };
+        } else {
+            const allTimestamps = new Set<number>();
+            timeSeriesData.forEach((series) => {
+                series.data.forEach(([timestamp]) => {
+                    allTimestamps.add(timestamp);
+                });
+            });
+            const sortedTimestamps = Array.from(allTimestamps).sort(
+                (a, b) => a - b,
+            );
+            const labels = sortedTimestamps.map(
+                (timestamp) => new Date(timestamp * 1000),
+            );
+
+            const datasets = timeSeriesData.map((series) => {
+                const seriesLabel = getSeriesLabel(series.metric);
+                const color = getSeriesColor(seriesLabel);
+
+                const dataMap = new Map(series.data);
+
+                const data = sortedTimestamps.map(
+                    (timestamp) => dataMap.get(timestamp) ?? null,
+                );
+
+                return {
+                    label: seriesLabel,
+                    data,
+                    borderColor: color,
+                    backgroundColor: color,
+                    fill: false,
+                    spanGaps: false, // Don't connect nulls
+                };
+            });
+
+            return {
+                labels,
+                datasets,
+            };
+        }
+    }, [timeSeriesData, theme, getSeriesColor]);
 
     const hasError = metadataError || dataError;
     const isLoading = metadataLoading || dataLoading;
     const shouldShowPlaceholder = !selectedSeries || isLoading || hasError;
     const notEnoughData = useMemo(
-        () => !isLoading && !data.datasets.some((d) => d.data.length > 1),
-        [data, isLoading],
+        () =>
+            !isLoading &&
+            (!timeSeriesData ||
+                timeSeriesData.length === 0 ||
+                !data.datasets.some((d) => d.data.length > 1)),
+        [data, isLoading, timeSeriesData],
     );
 
     const minTime = start
@@ -124,13 +191,16 @@ export const ImpactMetrics: FC = () => {
                     >
                         <ImpactMetricsControls
                             selectedSeries={selectedSeries}
-                            onSeriesChange={setSelectedSeries}
+                            onSeriesChange={handleSeriesChange}
                             selectedRange={selectedRange}
                             onRangeChange={setSelectedRange}
                             beginAtZero={beginAtZero}
                             onBeginAtZeroChange={setBeginAtZero}
                             metricSeries={metricSeries}
                             loading={metadataLoading}
+                            selectedLabels={selectedLabels}
+                            onLabelsChange={setSelectedLabels}
+                            availableLabels={availableLabels}
                         />
 
                         {!selectedSeries && !isLoading ? (
@@ -189,7 +259,15 @@ export const ImpactMetrics: FC = () => {
                                       },
                                       plugins: {
                                           legend: {
-                                              display: false,
+                                              display:
+                                                  timeSeriesData &&
+                                                  timeSeriesData.length > 1,
+                                              position: 'bottom' as const,
+                                              labels: {
+                                                  usePointStyle: true,
+                                                  boxWidth: 8,
+                                                  padding: 12,
+                                              },
                                           },
                                       },
                                       animations: {
diff --git a/frontend/src/component/insights/impact-metrics/ImpactMetricsControls.tsx b/frontend/src/component/insights/impact-metrics/ImpactMetricsControls.tsx
index 3c782ee0b8..3c9e9dc681 100644
--- a/frontend/src/component/insights/impact-metrics/ImpactMetricsControls.tsx
+++ b/frontend/src/component/insights/impact-metrics/ImpactMetricsControls.tsx
@@ -10,8 +10,10 @@ import {
     Autocomplete,
     TextField,
     Typography,
+    Chip,
 } from '@mui/material';
 import type { ImpactMetricsSeries } from 'hooks/api/getters/useImpactMetricsMetadata/useImpactMetricsMetadata';
+import type { ImpactMetricsLabels } from 'hooks/api/getters/useImpactMetricsData/useImpactMetricsData';
 import { Highlighter } from 'component/common/Highlighter/Highlighter';
 
 export interface ImpactMetricsControlsProps {
@@ -23,6 +25,9 @@ export interface ImpactMetricsControlsProps {
     onBeginAtZeroChange: (beginAtZero: boolean) => void;
     metricSeries: (ImpactMetricsSeries & { name: string })[];
     loading?: boolean;
+    selectedLabels: Record<string, string[]>;
+    onLabelsChange: (labels: Record<string, string[]>) => void;
+    availableLabels?: ImpactMetricsLabels;
 }
 
 export const ImpactMetricsControls: FC<ImpactMetricsControlsProps> = ({
@@ -34,86 +39,166 @@ export const ImpactMetricsControls: FC<ImpactMetricsControlsProps> = ({
     onBeginAtZeroChange,
     metricSeries,
     loading = false,
-}) => (
-    <Box
-        sx={(theme) => ({
-            display: 'flex',
-            flexDirection: 'column',
-            gap: theme.spacing(3),
-            maxWidth: 400,
-        })}
-    >
-        <Typography variant='body2' color='text.secondary'>
-            Select a custom metric to see its value over time. This can help you
-            understand the impact of your feature rollout on key outcomes, such
-            as system performance, usage patterns or error rates.
-        </Typography>
+    selectedLabels,
+    onLabelsChange,
+    availableLabels,
+}) => {
+    const handleLabelChange = (labelKey: string, values: string[]) => {
+        const newLabels = { ...selectedLabels };
+        if (values.length === 0) {
+            delete newLabels[labelKey];
+        } else {
+            newLabels[labelKey] = values;
+        }
+        onLabelsChange(newLabels);
+    };
 
-        <Autocomplete
-            options={metricSeries}
-            getOptionLabel={(option) => option.name}
-            value={
-                metricSeries.find((option) => option.name === selectedSeries) ||
-                null
-            }
-            onChange={(_, newValue) => onSeriesChange(newValue?.name || '')}
-            disabled={loading}
-            renderOption={(props, option, { inputValue }) => (
-                <Box component='li' {...props}>
-                    <Box sx={{ display: 'flex', flexDirection: 'column' }}>
-                        <Typography variant='body2'>
-                            <Highlighter search={inputValue}>
-                                {option.name}
-                            </Highlighter>
-                        </Typography>
-                        <Typography variant='caption' color='text.secondary'>
-                            <Highlighter search={inputValue}>
-                                {option.help}
-                            </Highlighter>
-                        </Typography>
+    const clearAllLabels = () => {
+        onLabelsChange({});
+    };
+
+    return (
+        <Box
+            sx={(theme) => ({
+                display: 'flex',
+                flexDirection: 'column',
+                gap: theme.spacing(3),
+                maxWidth: 400,
+            })}
+        >
+            <Typography variant='body2' color='text.secondary'>
+                Select a custom metric to see its value over time. This can help
+                you understand the impact of your feature rollout on key
+                outcomes, such as system performance, usage patterns or error
+                rates.
+            </Typography>
+
+            <Autocomplete
+                options={metricSeries}
+                getOptionLabel={(option) => option.name}
+                value={
+                    metricSeries.find(
+                        (option) => option.name === selectedSeries,
+                    ) || null
+                }
+                onChange={(_, newValue) => onSeriesChange(newValue?.name || '')}
+                disabled={loading}
+                renderOption={(props, option, { inputValue }) => (
+                    <Box component='li' {...props}>
+                        <Box sx={{ display: 'flex', flexDirection: 'column' }}>
+                            <Typography variant='body2'>
+                                <Highlighter search={inputValue}>
+                                    {option.name}
+                                </Highlighter>
+                            </Typography>
+                            <Typography
+                                variant='caption'
+                                color='text.secondary'
+                            >
+                                <Highlighter search={inputValue}>
+                                    {option.help}
+                                </Highlighter>
+                            </Typography>
+                        </Box>
                     </Box>
+                )}
+                renderInput={(params) => (
+                    <TextField
+                        {...params}
+                        label='Data series'
+                        placeholder='Search for a metric…'
+                        variant='outlined'
+                        size='small'
+                    />
+                )}
+                noOptionsText='No metrics available'
+                sx={{ minWidth: 300 }}
+            />
+
+            <FormControl variant='outlined' size='small' sx={{ minWidth: 200 }}>
+                <InputLabel id='range-select-label'>Time</InputLabel>
+                <Select
+                    labelId='range-select-label'
+                    value={selectedRange}
+                    onChange={(e) =>
+                        onRangeChange(
+                            e.target.value as 'hour' | 'day' | 'week' | 'month',
+                        )
+                    }
+                    label='Time Range'
+                >
+                    <MenuItem value='hour'>Last hour</MenuItem>
+                    <MenuItem value='day'>Last 24 hours</MenuItem>
+                    <MenuItem value='week'>Last 7 days</MenuItem>
+                    <MenuItem value='month'>Last 30 days</MenuItem>
+                </Select>
+            </FormControl>
+
+            <FormControlLabel
+                control={
+                    <Checkbox
+                        checked={beginAtZero}
+                        onChange={(e) => onBeginAtZeroChange(e.target.checked)}
+                    />
+                }
+                label='Begin at zero'
+            />
+
+            {availableLabels && Object.keys(availableLabels).length > 0 && (
+                <Box sx={{ display: 'flex', flexDirection: 'column', gap: 2 }}>
+                    <Box sx={{ display: 'flex', alignItems: 'center', gap: 1 }}>
+                        <Typography variant='subtitle2'>
+                            Filter by labels
+                        </Typography>
+                        {Object.keys(selectedLabels).length > 0 && (
+                            <Chip
+                                label='Clear all'
+                                size='small'
+                                variant='outlined'
+                                onClick={clearAllLabels}
+                            />
+                        )}
+                    </Box>
+
+                    {Object.entries(availableLabels).map(
+                        ([labelKey, values]) => (
+                            <Autocomplete
+                                key={labelKey}
+                                multiple
+                                options={values}
+                                value={selectedLabels[labelKey] || []}
+                                onChange={(_, newValues) =>
+                                    handleLabelChange(labelKey, newValues)
+                                }
+                                renderTags={(value, getTagProps) =>
+                                    value.map((option, index) => {
+                                        const { key, ...chipProps } =
+                                            getTagProps({ index });
+                                        return (
+                                            <Chip
+                                                {...chipProps}
+                                                key={key}
+                                                label={option}
+                                                size='small'
+                                            />
+                                        );
+                                    })
+                                }
+                                renderInput={(params) => (
+                                    <TextField
+                                        {...params}
+                                        label={labelKey}
+                                        placeholder='Select values...'
+                                        variant='outlined'
+                                        size='small'
+                                    />
+                                )}
+                                sx={{ minWidth: 300 }}
+                            />
+                        ),
+                    )}
                 </Box>
             )}
-            renderInput={(params) => (
-                <TextField
-                    {...params}
-                    label='Data series'
-                    placeholder='Search for a metric…'
-                    variant='outlined'
-                    size='small'
-                />
-            )}
-            noOptionsText='No metrics available'
-            sx={{ minWidth: 300 }}
-        />
-
-        <FormControl variant='outlined' size='small' sx={{ minWidth: 200 }}>
-            <InputLabel id='range-select-label'>Time</InputLabel>
-            <Select
-                labelId='range-select-label'
-                value={selectedRange}
-                onChange={(e) =>
-                    onRangeChange(
-                        e.target.value as 'hour' | 'day' | 'week' | 'month',
-                    )
-                }
-                label='Time Range'
-            >
-                <MenuItem value='hour'>Last hour</MenuItem>
-                <MenuItem value='day'>Last 24 hours</MenuItem>
-                <MenuItem value='week'>Last 7 days</MenuItem>
-                <MenuItem value='month'>Last 30 days</MenuItem>
-            </Select>
-        </FormControl>
-
-        <FormControlLabel
-            control={
-                <Checkbox
-                    checked={beginAtZero}
-                    onChange={(e) => onBeginAtZeroChange(e.target.checked)}
-                />
-            }
-            label='Begin at zero'
-        />
-    </Box>
-);
+        </Box>
+    );
+};
diff --git a/frontend/src/component/insights/impact-metrics/hooks/useSeriesColor.ts b/frontend/src/component/insights/impact-metrics/hooks/useSeriesColor.ts
new file mode 100644
index 0000000000..a8a0f3f6e5
--- /dev/null
+++ b/frontend/src/component/insights/impact-metrics/hooks/useSeriesColor.ts
@@ -0,0 +1,17 @@
+import { useTheme } from '@mui/material';
+
+export const useSeriesColor = () => {
+    const theme = useTheme();
+    const colors = theme.palette.charts.series;
+
+    return (seriesLabel: string): string => {
+        let hash = 0;
+        for (let i = 0; i < seriesLabel.length; i++) {
+            const char = seriesLabel.charCodeAt(i);
+            hash = (hash << 5) - hash + char;
+            hash = hash & hash; // Convert to 32-bit integer
+        }
+        const index = Math.abs(hash) % colors.length;
+        return colors[index];
+    };
+};
diff --git a/frontend/src/component/insights/impact-metrics/time-utils.ts b/frontend/src/component/insights/impact-metrics/impact-metrics-utils.ts
similarity index 54%
rename from frontend/src/component/insights/impact-metrics/time-utils.ts
rename to frontend/src/component/insights/impact-metrics/impact-metrics-utils.ts
index 5d0e814427..2f62e26676 100644
--- a/frontend/src/component/insights/impact-metrics/time-utils.ts
+++ b/frontend/src/component/insights/impact-metrics/impact-metrics-utils.ts
@@ -25,3 +25,26 @@ export const getDisplayFormat = (selectedRange: string) => {
             return 'MMM dd HH:mm';
     }
 };
+
+export const getSeriesLabel = (metric: Record<string, string>): string => {
+    const { __name__, ...labels } = metric;
+
+    const labelParts = Object.entries(labels)
+        .filter(([key, value]) => key !== '__name__' && value)
+        .map(([key, value]) => `${key}=${value}`)
+        .join(', ');
+
+    if (!__name__ && !labelParts) {
+        return 'Series';
+    }
+
+    if (!__name__) {
+        return labelParts;
+    }
+
+    if (!labelParts) {
+        return __name__;
+    }
+
+    return `${__name__} (${labelParts})`;
+};
diff --git a/frontend/src/hooks/api/getters/useImpactMetricsData/useImpactMetricsData.ts b/frontend/src/hooks/api/getters/useImpactMetricsData/useImpactMetricsData.ts
index fcda63f519..930611435b 100644
--- a/frontend/src/hooks/api/getters/useImpactMetricsData/useImpactMetricsData.ts
+++ b/frontend/src/hooks/api/getters/useImpactMetricsData/useImpactMetricsData.ts
@@ -3,9 +3,25 @@ import { formatApiPath } from 'utils/formatPath';
 
 export type TimeSeriesData = [number, number][];
 
+export type ImpactMetricsLabels = Record<string, string[]>;
+
+export type ImpactMetricsSeries = {
+    metric: Record<string, string>;
+    data: TimeSeriesData;
+};
+
+export type ImpactMetricsResponse = {
+    start?: string;
+    end?: string;
+    step?: string;
+    series: ImpactMetricsSeries[];
+    labels?: ImpactMetricsLabels;
+};
+
 export type ImpactMetricsQuery = {
     series: string;
     range: 'hour' | 'day' | 'week' | 'month';
+    labels?: Record<string, string[]>;
 };
 
 export const useImpactMetricsData = (query?: ImpactMetricsQuery) => {
@@ -17,30 +33,45 @@ export const useImpactMetricsData = (query?: ImpactMetricsQuery) => {
             series: query.series,
             range: query.range,
         });
+
+        if (query.labels && Object.keys(query.labels).length > 0) {
+            // Send labels as they are - the backend will handle the formatting
+            const labelsParam = Object.entries(query.labels).reduce(
+                (acc, [key, values]) => {
+                    if (values.length > 0) {
+                        acc[key] = values;
+                    }
+                    return acc;
+                },
+                {} as Record<string, string[]>,
+            );
+
+            if (Object.keys(labelsParam).length > 0) {
+                params.append('labels', JSON.stringify(labelsParam));
+            }
+        }
+
         return `api/admin/impact-metrics/?${params.toString()}`;
     };
 
     const PATH = createPath();
 
-    const { data, refetch, loading, error } = useApiGetter<{
-        start?: string;
-        end?: string;
-        step?: string;
-        data: TimeSeriesData;
-    }>(
-        shouldFetch ? formatApiPath(PATH) : null,
-        shouldFetch
-            ? () => fetcher(formatApiPath(PATH), 'Impact metrics data')
-            : () => Promise.resolve([]),
-        {
-            refreshInterval: 30 * 1_000,
-            revalidateOnFocus: true,
-        },
-    );
+    const { data, refetch, loading, error } =
+        useApiGetter<ImpactMetricsResponse>(
+            shouldFetch ? formatApiPath(PATH) : null,
+            shouldFetch
+                ? () => fetcher(formatApiPath(PATH), 'Impact metrics data')
+                : () => Promise.resolve([]),
+            {
+                refreshInterval: 30 * 1_000,
+                revalidateOnFocus: true,
+            },
+        );
 
     return {
         data: data || {
-            data: [],
+            series: [],
+            labels: {},
         },
         refetch,
         loading: shouldFetch ? loading : false,