diff --git a/Makefile b/Makefile
index cac2bf24e0..87303395e1 100644
--- a/Makefile
+++ b/Makefile
@@ -45,7 +45,7 @@ build-images-with-plus: build-ngf-image build-nginx-plus-image ## Build the NGF
 
 .PHONY: build-ngf-image
 build-ngf-image: check-for-docker build ## Build the NGF docker image
-	docker build --platform linux/$(GOARCH) --target $(strip $(TARGET)) -f build/Dockerfile -t $(strip $(PREFIX)):$(strip $(TAG)) .
+	docker build --platform linux/$(GOARCH) --build-arg BUILD_AGENT=$(BUILD_AGENT) --target $(strip $(TARGET)) -f build/Dockerfile -t $(strip $(PREFIX)):$(strip $(TAG)) .
 
 .PHONY: build-nginx-image
 build-nginx-image: check-for-docker ## Build the custom nginx image
diff --git a/build/Dockerfile b/build/Dockerfile
index 24026ba3b0..4411500348 100644
--- a/build/Dockerfile
+++ b/build/Dockerfile
@@ -27,6 +27,8 @@ RUN setcap 'cap_kill=+ep' /usr/bin/gateway
 
 FROM scratch as common
 USER 102:1001
+ARG BUILD_AGENT
+ENV BUILD_AGENT=${BUILD_AGENT}
 ENTRYPOINT [ "/usr/bin/gateway" ]
 
 FROM common as container
diff --git a/cmd/gateway/commands.go b/cmd/gateway/commands.go
index 3cd42ca3a1..e721e697a7 100644
--- a/cmd/gateway/commands.go
+++ b/cmd/gateway/commands.go
@@ -146,6 +146,11 @@ func createStaticModeCommand() *cobra.Command {
 				return errors.New("POD_NAME environment variable must be set")
 			}
 
+			imageSource := os.Getenv("BUILD_AGENT")
+			if imageSource != "gha" && imageSource != "local" {
+				imageSource = "unknown"
+			}
+
 			period, err := time.ParseDuration(telemetryReportPeriod)
 			if err != nil {
 				return fmt.Errorf("error parsing telemetry report period: %w", err)
@@ -203,6 +208,7 @@ func createStaticModeCommand() *cobra.Command {
 				TelemetryReportPeriod: period,
 				Version:               version,
 				ExperimentalFeatures:  gwExperimentalFeatures,
+				ImageSource:           imageSource,
 			}
 
 			if err := static.StartManager(conf); err != nil {
diff --git a/internal/mode/static/config/config.go b/internal/mode/static/config/config.go
index 5ab8c811b4..3a21055fdf 100644
--- a/internal/mode/static/config/config.go
+++ b/internal/mode/static/config/config.go
@@ -11,6 +11,8 @@ import (
 type Config struct {
 	// Version is the running NGF version.
 	Version string
+	// ImageSource is the source of the NGINX Gateway image.
+	ImageSource string
 	// AtomicLevel is an atomically changeable, dynamic logging level.
 	AtomicLevel zap.AtomicLevel
 	// GatewayNsName is the namespaced name of a Gateway resource that the Gateway will use.
diff --git a/internal/mode/static/manager.go b/internal/mode/static/manager.go
index 99f97b8ebf..2652b72d73 100644
--- a/internal/mode/static/manager.go
+++ b/internal/mode/static/manager.go
@@ -251,6 +251,7 @@ func StartManager(cfg config.Config) error {
 			Namespace: cfg.GatewayPodConfig.Namespace,
 			Name:      cfg.GatewayPodConfig.Name,
 		},
+		ImageSource: cfg.ImageSource,
 	})
 	if err = mgr.Add(createTelemetryJob(cfg, dataCollector, nginxChecker.getReadyCh())); err != nil {
 		return fmt.Errorf("cannot register telemetry job: %w", err)
diff --git a/internal/mode/static/telemetry/collector.go b/internal/mode/static/telemetry/collector.go
index e7dc692a7b..8bc4fdeb2c 100644
--- a/internal/mode/static/telemetry/collector.go
+++ b/internal/mode/static/telemetry/collector.go
@@ -51,8 +51,9 @@ type ProjectMetadata struct {
 type Data struct {
 	ProjectMetadata   ProjectMetadata
 	ClusterID         string
-	NodeCount         int
+	ImageSource       string
 	NGFResourceCounts NGFResourceCounts
+	NodeCount         int
 	NGFReplicaCount   int
 }
 
@@ -68,6 +69,8 @@ type DataCollectorConfig struct {
 	Version string
 	// PodNSName is the NamespacedName of the NGF Pod.
 	PodNSName types.NamespacedName
+	// ImageSource is the source of the NGF image.
+	ImageSource string
 }
 
 // DataCollectorImpl is am implementation of DataCollector.
@@ -115,6 +118,7 @@ func (c DataCollectorImpl) Collect(ctx context.Context) (Data, error) {
 		},
 		NGFReplicaCount: ngfReplicaCount,
 		ClusterID:       clusterID,
+		ImageSource:     c.cfg.ImageSource,
 	}
 
 	return data, nil
diff --git a/internal/mode/static/telemetry/collector_test.go b/internal/mode/static/telemetry/collector_test.go
index 8b9827c90a..3fe8287b02 100644
--- a/internal/mode/static/telemetry/collector_test.go
+++ b/internal/mode/static/telemetry/collector_test.go
@@ -123,6 +123,7 @@ var _ = Describe("Collector", Ordered, func() {
 			NGFResourceCounts: telemetry.NGFResourceCounts{},
 			NGFReplicaCount:   1,
 			ClusterID:         string(kubeNamespace.GetUID()),
+			ImageSource:       "local",
 		}
 
 		k8sClientReader = &eventsfakes.FakeReader{}
@@ -138,6 +139,7 @@ var _ = Describe("Collector", Ordered, func() {
 			ConfigurationGetter: fakeConfigurationGetter,
 			Version:             version,
 			PodNSName:           podNSName,
+			ImageSource:         "local",
 		})
 
 		baseGetCalls = createGetCallsFunc(ngfPod, ngfReplicaSet, kubeNamespace)