diff --git a/veza-backend-api/migrations/946_advanced_analytics_v0111.sql b/veza-backend-api/migrations/946_advanced_analytics_v0111.sql
new file mode 100644
index 000000000..7797c3304
--- /dev/null
+++ b/veza-backend-api/migrations/946_advanced_analytics_v0111.sql
@@ -0,0 +1,66 @@
+-- Migration 946: Advanced Analytics v0.11.1 (F396-F399)
+-- Adds tables for listening heatmaps, period comparisons, marketplace analytics, and metric alerts
+
+-- F396: Track listening heatmap — stores aggregated segment listen counts
+CREATE TABLE IF NOT EXISTS track_segment_stats (
+    id UUID PRIMARY KEY DEFAULT gen_random_uuid(),
+    track_id UUID NOT NULL REFERENCES tracks(id) ON DELETE CASCADE,
+    segment_index INT NOT NULL,            -- 0-based segment index
+    segment_start_ms BIGINT NOT NULL,      -- segment start in milliseconds
+    segment_end_ms BIGINT NOT NULL,        -- segment end in milliseconds
+    listen_count BIGINT NOT NULL DEFAULT 0,
+    drop_off_count BIGINT NOT NULL DEFAULT 0,  -- how many stopped here
+    replay_count BIGINT NOT NULL DEFAULT 0,    -- how many seeked back here
+    date DATE NOT NULL,
+    created_at TIMESTAMP WITH TIME ZONE DEFAULT NOW(),
+    updated_at TIMESTAMP WITH TIME ZONE DEFAULT NOW(),
+    CONSTRAINT uq_segment_stats_track_segment_date UNIQUE(track_id, segment_index, date)
+);
+
+CREATE INDEX IF NOT EXISTS idx_segment_stats_track_id ON track_segment_stats(track_id);
+CREATE INDEX IF NOT EXISTS idx_segment_stats_date ON track_segment_stats(date);
+CREATE INDEX IF NOT EXISTS idx_segment_stats_track_date ON track_segment_stats(track_id, date);
+
+-- F398: Marketplace analytics — product view tracking for conversion rates
+CREATE TABLE IF NOT EXISTS product_views (
+    id UUID PRIMARY KEY DEFAULT gen_random_uuid(),
+    product_id UUID NOT NULL REFERENCES products(id) ON DELETE CASCADE,
+    user_id UUID REFERENCES users(id) ON DELETE SET NULL,
+    source VARCHAR(50) NOT NULL DEFAULT 'direct',  -- 'search', 'feed', 'profile', 'direct'
+    created_at TIMESTAMP WITH TIME ZONE DEFAULT NOW()
+);
+
+CREATE INDEX IF NOT EXISTS idx_product_views_product_id ON product_views(product_id);
+CREATE INDEX IF NOT EXISTS idx_product_views_created_at ON product_views(created_at);
+
+-- F399: Metric alerts — opt-in milestone notifications for creators
+CREATE TABLE IF NOT EXISTS metric_alerts (
+    id UUID PRIMARY KEY DEFAULT gen_random_uuid(),
+    user_id UUID NOT NULL REFERENCES users(id) ON DELETE CASCADE,
+    metric_type VARCHAR(50) NOT NULL,      -- 'plays', 'followers', 'sales', 'listeners'
+    threshold BIGINT NOT NULL,             -- e.g., 100, 500, 1000
+    is_triggered BOOLEAN NOT NULL DEFAULT FALSE,
+    triggered_at TIMESTAMP WITH TIME ZONE,
+    created_at TIMESTAMP WITH TIME ZONE DEFAULT NOW(),
+    updated_at TIMESTAMP WITH TIME ZONE DEFAULT NOW(),
+    CONSTRAINT uq_metric_alert_user_type_threshold UNIQUE(user_id, metric_type, threshold)
+);
+
+CREATE INDEX IF NOT EXISTS idx_metric_alerts_user_id ON metric_alerts(user_id);
+CREATE INDEX IF NOT EXISTS idx_metric_alerts_not_triggered ON metric_alerts(user_id) WHERE is_triggered = FALSE;
+
+-- F399: Metric alert preferences — which alert types are enabled
+CREATE TABLE IF NOT EXISTS metric_alert_preferences (
+    id UUID PRIMARY KEY DEFAULT gen_random_uuid(),
+    user_id UUID NOT NULL REFERENCES users(id) ON DELETE CASCADE,
+    metric_type VARCHAR(50) NOT NULL,      -- 'plays', 'followers', 'sales', 'listeners'
+    enabled BOOLEAN NOT NULL DEFAULT TRUE,
+    created_at TIMESTAMP WITH TIME ZONE DEFAULT NOW(),
+    updated_at TIMESTAMP WITH TIME ZONE DEFAULT NOW(),
+    CONSTRAINT uq_alert_pref_user_type UNIQUE(user_id, metric_type)
+);
+
+CREATE INDEX IF NOT EXISTS idx_alert_prefs_user_id ON metric_alert_preferences(user_id);
+
+-- Add segment_positions to playback_analytics for heatmap data collection
+ALTER TABLE playback_analytics ADD COLUMN IF NOT EXISTS segment_positions JSONB DEFAULT '[]';
diff --git a/veza-backend-api/migrations/946_advanced_analytics_v0111_down.sql b/veza-backend-api/migrations/946_advanced_analytics_v0111_down.sql
new file mode 100644
index 000000000..e1782d845
--- /dev/null
+++ b/veza-backend-api/migrations/946_advanced_analytics_v0111_down.sql
@@ -0,0 +1,8 @@
+-- Rollback Migration 946: Advanced Analytics v0.11.1 (F396-F399)
+
+ALTER TABLE playback_analytics DROP COLUMN IF EXISTS segment_positions;
+
+DROP TABLE IF EXISTS metric_alert_preferences;
+DROP TABLE IF EXISTS metric_alerts;
+DROP TABLE IF EXISTS product_views;
+DROP TABLE IF EXISTS track_segment_stats;