diff --git a/driftbase/flask/driftbaseapp.py b/driftbase/flask/driftbaseapp.py
index 558bda3f..470b8cfc 100644
--- a/driftbase/flask/driftbaseapp.py
+++ b/driftbase/flask/driftbaseapp.py
@@ -2,15 +2,35 @@
 Flask app with gevent monkey patching.
 """
 from gevent import monkey
+from typing import Union
+
 monkey.patch_all()
 from psycogreen.gevent import patch_psycopg
+
 patch_psycopg()
 
 import os
 
-if os.environ.get('ENABLE_DATADOG_APM', '0') == '1':
-    import ddtrace
-    ddtrace.patch_all(logging=True)
+
+def as_bool(value: Union[str, bool, None]) -> bool:
+    if value is None:
+        return False
+
+    if isinstance(value, bool):
+        return value
+
+    return value.lower() in ('true', '1')
+
+
+if as_bool(os.environ.get('ENABLE_DATADOG_PROFILING', False)):
+    # importing this is all that's needed
+    import ddtrace.profiling.auto  # noqa: F401
+
+if as_bool(os.environ.get('ENABLE_DATADOG_APM', False)):
+    from ddtrace import patch_all
+
+    patch_all(logging=True)
 
 from drift.flaskfactory import drift_app
+
 app = drift_app()