diff --git a/SimpleCocoaAnalytics/AnalyticsEvent.m b/SimpleCocoaAnalytics/AnalyticsEvent.m
index 02aed0a..877bd71 100644
--- a/SimpleCocoaAnalytics/AnalyticsEvent.m
+++ b/SimpleCocoaAnalytics/AnalyticsEvent.m
@@ -26,14 +26,19 @@ + (AnalyticsEvent*)analyticsEventWithDictionary:(NSDictionary*)dict {
     return analyticsEvent;
 }
 
-- (NSDictionary*)dictionaryRepresenation {
-    // We expect all of the values to be filled in here. If not, BOOM.
-    return @{
-             kEventCategory:self.category,
-             kEventActionKey:self.action,
-             kEventLabelKey:self.label,
-             kEventValue:self.value
-             };
+- (NSDictionary*)dictionaryRepresentation {
+    NSMutableDictionary *result = [NSMutableDictionary dictionaryWithDictionary:
+                                   @{
+                                     kEventCategory:self.category,
+                                     kEventActionKey:self.action,
+                                     }];
+    if (self.label != nil) {
+        result[kEventLabelKey] = self.label;
+    }
+    if (self.value != nil) {
+        result[kEventValue] = self.value;
+    };
+    return result.copy;
 }
 
 @end
diff --git a/SimpleCocoaAnalytics/AnalyticsHelper.m b/SimpleCocoaAnalytics/AnalyticsHelper.m
index 6adeb86..c521bd5 100644
--- a/SimpleCocoaAnalytics/AnalyticsHelper.m
+++ b/SimpleCocoaAnalytics/AnalyticsHelper.m
@@ -403,17 +403,22 @@ - (NSData*)createEventPayload:(AnalyticsEvent*)analyticsEvent
      &ea=play        // Event Action. Required.
      */
     
-    NSString *payloadString = [NSString stringWithFormat:@"v=1&tid=%@&cid=%@&an=%@&t=event&ec=%@&ea=%@&el=%@&ev=%@",
-                               accountIdentifier, // account id
-                               machineIdentifier, // client id
-                               appName, // app name
+    NSMutableString *string = [NSMutableString stringWithFormat:@"v=1&tid=%@&cid=%@&an=%@",
+                                      accountIdentifier, // account id
+                                      machineIdentifier, // client id
+                                      appName // app name
+                                      ];
+    [string appendFormat:@"&t=event&ec=%@&ea=%@",
                                analyticsEvent.category,
-                               analyticsEvent.action,
-                               analyticsEvent.label,
-                               analyticsEvent.value
-                               ];
-    
-    payloadString = [payloadString stringByAddingPercentEscapesUsingEncoding:NSUTF8StringEncoding];
+                               analyticsEvent.action];
+
+    if (analyticsEvent.label != nil) {
+        [string appendFormat:@"&el=%@", analyticsEvent.label];
+    }
+    if (analyticsEvent.value != nil) {
+        [string appendFormat:@"&ev=%@", analyticsEvent.value];
+    }
+    NSString *payloadString = [string stringByAddingPercentEncodingWithAllowedCharacters:NSCharacterSet.URLPathAllowedCharacterSet];
     
     return [payloadString dataUsingEncoding:NSUTF8StringEncoding];
 }