diff --git a/platformio/telemetry.py b/platformio/telemetry.py
index 5064c3dd..0c8adc52 100644
--- a/platformio/telemetry.py
+++ b/platformio/telemetry.py
@@ -15,59 +15,53 @@
 import atexit
 import hashlib
 import os
-import platform as python_platform
 import queue
 import re
 import threading
 import time
+import traceback
 from collections import deque
-from traceback import format_exc
 
 import requests
 
-from platformio import __title__, __version__, app, exception, util
+from platformio import __title__, __version__, app, exception, fs, util
 from platformio.cli import PlatformioCLI
 from platformio.compat import hashlib_encode_data
 from platformio.debug.config.base import DebugConfigBase
 from platformio.http import HTTPSession, ensure_internet_on
-from platformio.proc import is_ci, is_container
+from platformio.proc import is_ci
 
 KEEP_MAX_REPORTS = 100
 SEND_MAX_EVENTS = 25
-SESSION_TIMEOUT_DURATION = 30 * 60  # secs
 
 
 class MeasurementProtocol:
-    def __init__(self):
+    def __init__(self, events=None):
         self.client_id = app.get_cid()
-        self.session_id = start_session()
+        self._events = events or []
         self._user_properties = {}
-        self._events = []
 
-        caller_id = app.get_session_var("caller_id")
-        if caller_id:
-            self.set_user_property("pio_caller_id", caller_id)
-        self.set_user_property("pio_core_version", __version__)
-        self.set_user_property(
-            "pio_human_actor", int(bool(caller_id or not (is_ci() or is_container())))
-        )
-        self.set_user_property("pio_systype", util.get_systype())
+        self.set_user_property("systype", util.get_systype())
         created_at = app.get_state_item("created_at", None)
         if created_at:
-            self.set_user_property("pio_created_at", int(created_at))
+            self.set_user_property("created_at", int(created_at))
+
+    @staticmethod
+    def event_to_dict(name, params, timestamp=None):
+        event = {"name": name, "params": params}
+        if timestamp is not None:
+            event["timestamp"] = timestamp
+        return event
 
     def set_user_property(self, name, value):
-        self._user_properties[name] = {"value": value}
+        self._user_properties[name] = value
 
     def add_event(self, name, params):
-        params["session_id"] = params.get("session_id", self.session_id)
-        params["engagement_time_msec"] = params.get("engagement_time_msec", 1)
-        self._events.append({"name": name, "params": params})
+        self._events.append(self.event_to_dict(name, params))
 
     def to_payload(self):
         return {
             "client_id": self.client_id,
-            "non_personalized_ads": True,
             "user_properties": self._user_properties,
             "events": self._events,
         }
@@ -75,142 +69,122 @@ class MeasurementProtocol:
 
 @util.singleton
 class TelemetryLogger:
-    MAX_WORKERS = 5
-
     def __init__(self):
-        self._queue = queue.LifoQueue()
-        self._failedque = deque()
+        self._events = deque()
+
+        self._sender_thread = None
+        self._sender_queue = queue.Queue()
+        self._sender_terminated = False
+
         self._http_session = HTTPSession()
         self._http_offline = False
-        self._workers = []
 
-    def log(self, payload):
+    def close(self):
+        self._http_session.close()
+
+    def log_event(self, name, params, timestamp=None, instant_sending=False):
         if not app.get_setting("enable_telemetry") or app.get_session_var(
             "pause_telemetry"
         ):
             return None
-
-        # if network is off-line
-        if self._http_offline:
-            self._failedque.append(payload)
+        timestamp = timestamp or int(time.time())
+        self._events.append(
+            MeasurementProtocol.event_to_dict(name, params, timestamp=timestamp)
+        )
+        if self._http_offline:  # if network is off-line
             return False
-
-        self._queue.put(payload)
-        self._tune_workers()
+        if instant_sending:
+            self.send()
         return True
 
-    def in_wait(self):
-        return self._queue.unfinished_tasks
-
-    def get_unprocessed(self):
-        items = list(self._failedque)
-        try:
-            while True:
-                items.append(self._queue.get_nowait())
-        except queue.Empty:
-            pass
-        return items
-
-    def _tune_workers(self):
-        for i, w in enumerate(self._workers):
-            if not w.is_alive():
-                del self._workers[i]
-
-        need_nums = min(self._queue.qsize(), self.MAX_WORKERS)
-        active_nums = len(self._workers)
-        if need_nums <= active_nums:
+    def send(self):
+        if not self._events or self._sender_terminated:
             return
-
-        for i in range(need_nums - active_nums):
-            t = threading.Thread(target=self._worker)
-            t.daemon = True
-            t.start()
-            self._workers.append(t)
-
-    def _worker(self):
-        while True:
+        if not self._sender_thread:
+            self._sender_thread = threading.Thread(
+                target=self._sender_worker, daemon=True
+            )
+            self._sender_thread.start()
+        while self._events:
+            events = []
             try:
-                item = self._queue.get()
-                _item = item.copy()
-                self._failedque.append(_item)
-                if self._send(item):
-                    self._failedque.remove(_item)
-                self._queue.task_done()
-            except:  # pylint: disable=bare-except
+                while len(events) < SEND_MAX_EVENTS:
+                    events.append(self._events.popleft())
+            except IndexError:
+                pass
+            self._sender_queue.put(events)
+
+    def _sender_worker(self):
+        while True:
+            if self._sender_terminated:
+                return
+            try:
+                events = self._sender_queue.get()
+                if not self._commit_events(events):
+                    self._events.extend(events)
+                self._sender_queue.task_done()
+            except (queue.Empty, ValueError):
                 pass
 
-    def _send(self, payload):
+    def _commit_events(self, events):
         if self._http_offline:
             return False
+        mp = MeasurementProtocol(events)
+        payload = mp.to_payload()
+        # print("_commit_payload", payload)
         try:
             r = self._http_session.post(
-                "https://www.google-analytics.com/mp/collect",
-                params={
-                    "measurement_id": util.decrypt_message(
-                        __title__, "t5m7rKu6tbqwx8Cw"
-                    ),
-                    "api_secret": util.decrypt_message(
-                        __title__, "48SRy5rmut28ptm7zLjS5sa7tdmhrQ=="
-                    ),
-                },
+                "https://telemetry.platformio.org/collect",
                 json=payload,
-                timeout=1,
+                timeout=(2, 5),  # connect, read
             )
             r.raise_for_status()
             return True
         except requests.exceptions.HTTPError as exc:
             # skip Bad Request
-            if 400 >= exc.response.status_code < 500:
+            if exc.response.status_code >= 400 and exc.response.status_code < 500:
                 return True
         except:  # pylint: disable=bare-except
             pass
         self._http_offline = True
         return False
 
+    def terminate_sender(self):
+        self._sender_terminated = True
 
-@util.memoized("1m")
-def start_session():
-    with app.State(
-        app.resolve_state_path("cache_dir", "session.json"), lock=True
-    ) as state:
-        state.modified = True
-        start_at = state.get("start_at")
-        last_seen_at = state.get("last_seen_at")
+    def is_sending(self):
+        return self._sender_queue.unfinished_tasks
 
-        if (
-            not start_at
-            or not last_seen_at
-            or last_seen_at < (time.time() - SESSION_TIMEOUT_DURATION)
-        ):
-            start_at = last_seen_at = int(time.time())
-            state["start_at"] = state["last_seen_at"] = start_at
-        else:
-            state["last_seen_at"] = int(time.time())
-        return start_at
+    def get_unsent_events(self):
+        result = list(self._events)
+        try:
+            while True:
+                result.extend(self._sender_queue.get_nowait())
+        except queue.Empty:
+            pass
+        return result
+
+
+def log_event(name, params, instant_sending=False):
+    TelemetryLogger().log_event(name, params, instant_sending=instant_sending)
 
 
 def on_platformio_start(cmd_ctx):
+    process_postponed_logs()
     log_command(cmd_ctx)
-    resend_postponed_logs()
 
 
-def log_event(name, params):
-    mp = MeasurementProtocol()
-    mp.add_event(name, params)
-    TelemetryLogger().log(mp.to_payload())
+def on_platformio_end():
+    TelemetryLogger().send()
 
 
 def log_command(ctx):
-    path_args = PlatformioCLI.reveal_cmd_path_args(ctx)
     params = {
-        "page_title": " ".join([arg.title() for arg in path_args]),
-        "page_path": "/".join(path_args),
-        "pio_user_agent": app.get_user_agent(),
-        "pio_python_version": python_platform.python_version(),
+        "path_args": PlatformioCLI.reveal_cmd_path_args(ctx),
     }
     if is_ci():
         params["ci_actor"] = resolve_ci_actor() or "Unknown"
-    log_event("page_view", params)
+    log_event("cmd_run", params)
 
 
 def resolve_ci_actor():
@@ -229,35 +203,6 @@ def resolve_ci_actor():
     return None
 
 
-def log_exception(e):
-    skip_conditions = [
-        isinstance(e, cls)
-        for cls in (
-            IOError,
-            exception.ReturnErrorCode,
-            exception.UserSideException,
-        )
-    ]
-    if any(skip_conditions):
-        return
-    is_fatal = any(
-        [
-            not isinstance(e, exception.PlatformioException),
-            "Error" in e.__class__.__name__,
-        ]
-    )
-    description = "%s: %s" % (
-        type(e).__name__,
-        " ".join(reversed(format_exc().split("\n"))) if is_fatal else str(e),
-    )
-    params = {
-        "description": description[:100].strip(),
-        "is_fatal": int(is_fatal),
-        "pio_user_agent": app.get_user_agent(),
-    }
-    log_event("pio_exception", params)
-
-
 def dump_project_env_params(config, env, platform):
     non_sensitive_data = [
         "platform",
@@ -270,77 +215,113 @@ def dump_project_env_params(config, env, platform):
     ]
     section = f"env:{env}"
     params = {
-        f"pio_{option}": config.get(section, option)
+        option: config.get(section, option)
         for option in non_sensitive_data
         if config.has_option(section, option)
     }
-    params["pio_pid"] = hashlib.sha1(hashlib_encode_data(config.path)).hexdigest()
-    params["pio_platform_name"] = platform.name
-    params["pio_platform_version"] = platform.version
-    params["pio_framework"] = params.get("pio_framework", "__bare_metal__")
-    # join multi-value options
-    for key, value in params.items():
-        if isinstance(value, list):
-            params[key] = ", ".join(value)
+    params["pid"] = hashlib.sha1(hashlib_encode_data(config.path)).hexdigest()
+    params["platform_name"] = platform.name
+    params["platform_version"] = platform.version
     return params
 
 
-def log_platform_run(
-    platform, project_config, project_env, targets=None, elapsed_time=None
-):
+def log_platform_run(platform, project_config, project_env, targets=None):
     params = dump_project_env_params(project_config, project_env, platform)
     if targets:
-        params["targets"] = ", ".join(targets)
-    if elapsed_time:
-        params["engagement_time_msec"] = int(elapsed_time * 1000)
-    log_event("pio_platform_run", params)
+        params["targets"] = targets
+    log_event("platform_run", params, instant_sending=True)
+
+
+def log_exception(exc):
+    skip_conditions = [
+        isinstance(exc, cls)
+        for cls in (
+            IOError,
+            exception.ReturnErrorCode,
+            exception.UserSideException,
+        )
+    ]
+    skip_conditions.append(not isinstance(exc, Exception))
+    if any(skip_conditions):
+        return
+    is_fatal = any(
+        [
+            not isinstance(exc, exception.PlatformioException),
+            "Error" in exc.__class__.__name__,
+        ]
+    )
+
+    def _strip_module_path(match):
+        module_path = match.group(1).replace(fs.get_source_dir() + os.sep, "")
+        sp_folder_name = "site-packages"
+        sp_pos = module_path.find(sp_folder_name)
+        if sp_pos != -1:
+            module_path = module_path[sp_pos + len(sp_folder_name) + 1 :]
+        module_path = fs.to_unix_path(module_path)
+        return f'File "{module_path}",'
+
+    trace = re.sub(
+        r'File "([^"]+)",',
+        _strip_module_path,
+        traceback.format_exc(),
+        flags=re.MULTILINE,
+    )
+
+    params = {
+        "name": exc.__class__.__name__,
+        "description": str(exc),
+        "traceback": trace,
+        "is_fatal": is_fatal,
+    }
+    log_event("exception", params)
 
 
 def log_debug_started(debug_config: DebugConfigBase):
     log_event(
-        "pio_debug_started",
+        "debug_started",
         dump_project_env_params(
             debug_config.project_config, debug_config.env_name, debug_config.platform
         ),
     )
 
 
-def log_debug_exception(description, debug_config: DebugConfigBase):
+def log_debug_exception(exc, debug_config: DebugConfigBase):
     # cleanup sensitive information, such as paths
-    description = description.replace("Traceback (most recent call last):", "")
-    description = description.replace("\\", "/")
+    description = fs.to_unix_path(str(exc))
     description = re.sub(
         r'(^|\s+|")(?:[a-z]\:)?((/[^"/]+)+)(\s+|"|$)',
         lambda m: " %s " % os.path.join(*m.group(2).split("/")[-2:]),
         description,
         re.I | re.M,
     )
-    description = re.sub(r"\s+", " ", description, flags=re.M)
     params = {
-        "description": description[:100].strip(),
-        "pio_user_agent": app.get_user_agent(),
+        "name": exc.__class__.__name__,
+        "description": description.strip(),
     }
     params.update(
         dump_project_env_params(
             debug_config.project_config, debug_config.env_name, debug_config.platform
         )
     )
-    log_event("pio_debug_exception", params)
+    log_event("debug_exception", params)
 
 
 @atexit.register
 def _finalize():
     timeout = 1000  # msec
     elapsed = 0
+    telemetry = TelemetryLogger()
+    telemetry.terminate_sender()
     try:
         while elapsed < timeout:
-            if not TelemetryLogger().in_wait():
+            if not telemetry.is_sending():
                 break
             time.sleep(0.2)
             elapsed += 200
-        postpone_logs(TelemetryLogger().get_unprocessed())
     except KeyboardInterrupt:
         pass
+    postpone_events(telemetry.get_unsent_events())
+    telemetry.close()
 
 
 def load_postponed_events():
@@ -353,9 +334,9 @@ def load_postponed_events():
         return state.get("events", [])
 
 
-def save_postponed_events(items):
+def save_postponed_events(events):
     state_path = app.resolve_state_path("cache_dir", "telemetry.json")
-    if not items:
+    if not events:
         try:
             if os.path.isfile(state_path):
                 os.remove(state_path)
@@ -363,33 +344,38 @@ def save_postponed_events(items):
             pass
         return None
     with app.State(state_path, lock=True) as state:
-        state["events"] = items
+        state["events"] = events
         state.modified = True
     return True
 
 
-def postpone_logs(payloads):
-    if not payloads:
+def postpone_events(events):
+    if not events:
         return None
     postponed_events = load_postponed_events() or []
-    timestamp_micros = int(time.time() * 1000000)
-    for payload in payloads:
-        for event in payload.get("events", []):
-            event["timestamp_micros"] = timestamp_micros
-            postponed_events.append(event)
+    timestamp = int(time.time())
+    for event in events:
+        if "timestamp" not in event:
+            event["timestamp"] = timestamp
+        postponed_events.append(event)
     save_postponed_events(postponed_events[KEEP_MAX_REPORTS * -1 :])
     return True
 
 
-def resend_postponed_logs():
-    events = load_postponed_events()
-    if not events or not ensure_internet_on():
+def process_postponed_logs():
+    if not ensure_internet_on():
         return None
-    save_postponed_events(events[SEND_MAX_EVENTS:])  # clean
-    mp = MeasurementProtocol()
-    payload = mp.to_payload()
-    payload["events"] = events[0:SEND_MAX_EVENTS]
-    TelemetryLogger().log(payload)
-    if len(events) > SEND_MAX_EVENTS:
-        resend_postponed_logs()
+    events = load_postponed_events()
+    if not events:
+        return None
+    save_postponed_events([])  # clean
+    telemetry = TelemetryLogger()
+    for event in events:
+        if set(["name", "params", "timestamp"]) <= set(event.keys()):
+            telemetry.log_event(
+                event["name"],
+                event["params"],
+                timestamp=event["timestamp"],
+                instant_sending=False,
+            )
     return True