diff --git a/api/graphql.js b/api/graphql.js
index 8e694c6..1a08d41 100644
--- a/api/graphql.js
+++ b/api/graphql.js
@@ -5,14 +5,48 @@ const beeline = require("honeycomb-beeline")({
       ? "Dress to Impress (2020)"
       : "Dress to Impress (2020, dev)",
   serviceName: "impress-2020-gql-server",
+  samplerHook,
 });
 
 const { ApolloServer } = require("../src/server/lib/apollo-server-vercel");
 const { config } = require("../src/server");
+const crypto = require("crypto");
 
 const server = new ApolloServer(config);
 const serverHandler = server.createHandler();
 
+// We apply different sampling rates for different GraphQL operations
+// (according to the client-defined query name), depending on how much load
+// we're getting on them. For most operations, we just save all the events, but
+// especially heavy-load operations get a lower sampling rate!
+const OPERATION_SAMPLE_RATES = {
+  ApiOutfitImage: 10, // save 1 out of every 10, ignore the others
+  SearchPanel: 5, // save 1 out of every 5, ignore the others
+};
+function samplerHook(data) {
+  // Use the sample rate from the table above.
+  // Defaults to 1 (all) for most operations.
+  let sampleRate = OPERATION_SAMPLE_RATES[data["app.operation_name"]] || 1;
+
+  // Use the `deterministicSampler` to decide whether this event should be
+  // sampled. This might be a child event of a higher-level trace, and we want
+  // to make sure that we always return all child events of traces we've
+  // sampled, and no child events of traces we haven't. Deterministically
+  // sampling by trace ID does this for us!
+  //
+  // This strategy is outlined in: https://docs.honeycomb.io/getting-data-in/javascript/beeline-nodejs/#sampling-events.
+  const shouldSample = deterministicSampler(data["trace.trace_id"], sampleRate);
+
+  return { shouldSample, sampleRate };
+}
+function deterministicSampler(traceId, sampleRate) {
+  // Copied from https://docs.honeycomb.io/getting-data-in/javascript/beeline-nodejs/#sampling-events
+  const MAX_UINT32 = Math.pow(2, 32) - 1;
+  const sum = crypto.createHash("sha1").update(traceId).digest();
+  const upperBound = (MAX_UINT32 / sampleRate) >>> 0;
+  return sum.readUInt32BE(0) <= upperBound;
+}
+
 async function handle(req, res) {
   await serverHandler(req, res);
 
diff --git a/api/outfitImage.js b/api/outfitImage.js
index 3ebfc55..a968029 100644
--- a/api/outfitImage.js
+++ b/api/outfitImage.js
@@ -29,6 +29,7 @@ const beeline = require("honeycomb-beeline")({
       ? "Dress to Impress (2020)"
       : "Dress to Impress (2020, dev)",
   serviceName: "impress-2020-gql-server",
+  sampleRate: 10,
 });
 
 import fetch from "node-fetch";
diff --git a/src/server/lib/beeline-graphql.js b/src/server/lib/beeline-graphql.js
index 474669b..e8b887a 100644
--- a/src/server/lib/beeline-graphql.js
+++ b/src/server/lib/beeline-graphql.js
@@ -9,6 +9,9 @@ const beelinePlugin = {
           name: operationName,
           operation_name: operationName,
         });
+        beeline.addTraceContext({
+          operation_name: operationName,
+        });
       },
       willSendResponse() {
         beeline.finishTrace(trace);