diff --git a/build/custom.mk b/build/custom.mk
index 86bd34d21..0efe683c6 100644
--- a/build/custom.mk
+++ b/build/custom.mk
@@ -1,6 +1,9 @@
 # Include custom targets and environment variables here
 
-ifndef MM_RUDDER_WRITE_KEY
-	MM_RUDDER_WRITE_KEY = 1d5bMvdrfWClLxgK1FvV3s4U1tg
+# If there's no MM_RUDDER_PLUGINS_PROD, add DEV data
+RUDDER_WRITE_KEY = 1d5bMvdrfWClLxgK1FvV3s4U1tg
+ifdef MM_RUDDER_PLUGINS_PROD
+RUDDER_WRITE_KEY = $(MM_RUDDER_PLUGINS_PROD)
 endif
-GO_BUILD_FLAGS += -ldflags '-X "github.com/mattermost/mattermost-plugin-api/experimental/telemetry.rudderWriteKey=$(MM_RUDDER_WRITE_KEY)"'
+
+GO_BUILD_FLAGS += -ldflags '-X "github.com/mattermost/mattermost-plugin-api/experimental/telemetry.rudderWriteKey=$(RUDDER_WRITE_KEY)"'