Web Metrics, Analytics & Key Performance Indicators

Analytics are absolutely critical to the success of your website and your digital business. Analytics allows you to establish key performance indicators and monitor marketing and campaign performance for continued success and ongoing improvement.

Website Metrics & Analytics

Analytics measures website performance, user behavior & digital marketing results

The most crucial factor in determining website performance and digital marketing success is Analytics monitoring. Analytics identifies how well your website is performing, which pages visitors are most engaged with, website visitor flow, traffic driven to your site through marketing channels and campaigns, and much more.


Analytics Tracking is Changing

Website and Digital Marketing tracking are on the verge of a major shift. Most browsers will stop allowing cookie-based tracking by 2022. Many are already blocking 3rd part cookies such as Apple Safari. This will present a major challenge for your marketing attribution, business and marketing stack. We can guide you through this process now and into the future.

Contact us for a review of your current Analtyics tracking setup and to develop a plan for your coming Analytics redeployment.

Google Tag Manager Implementation

We install Google Analytics on your website through Google Tag Manager (GTM). GTM also allows us to integrate not only Analytics page tracking but also conversion tracking, 3rd party tracking (e.g. social media ad channels, chat functions, marketing automation, CRM), and custom scripts for hard to track elements.

The advantages of using GTM are that all tracking is managed in one place (your GTM container) and new tracking or updates are pushed live across your entire site with a single click vs. installing updates on every page, every time. Fast, easy, very cool!

Contact us today for a free GTM configuration assessment


• GTM installed on website
• GTM receives website visitor data from cookies
• GTM collects data from browser cookies
• GTM sends data to Google Analytics Server

* 1st & 3rd party cookies allowed in 2021


• GTM installed on website
GTM Client Container installed on Google Cloud
• GTM sends data to GTM Client container
GTM Client Container sends data to Analytics Server

* Only 1st party cookies allowed in 2022.

GTM Server-Side Tracking Solution

There is a solution, a path forward for your company. Google is testing a new Server-Side Tracking solution to replace browser-based cookie tracking. This will be one of the only paths forward for website and digital marketing tracking as of 2022. Now is the time to learn more and develop your plan to redeploy your tracking.

The GTM Server-Side Tracking solution adds a GTM client container to the Google Cloud (subscription service) and requires an Google App Engine to process incoming tracking data which is then forwarded to Analytics servers. Sound complicated? This was the simplified version. This solution is in development and will most likely change throughout the year. We can help you navigate the initial deployment and updates to server-side tracking.

Contact us today for a GTM Server-Side tracking deployment quote


To work with Mission Web Marketing, is an absolute must. Not only are their professionalism and expertise unparalleled, but, since working with them, our online bookings have literally doubled! What better endorsement could one possibly give?


Judy Hudson
Managing Director
Hotel Cheval

Santa Barbara Maritime Museum

From online exhibits, auctions, and art shows, to an eCommerce storefront and online event registrations, Mission Web Marketing has been instrumental in taking our website to the next level and beyond. They also helped us get through 2020, during the Coronavirus when the museum was closed to the public and we were forced to move all of our activities into an online virtual format. We are thankful for their assistance and look forward to working with them for years to come.


Greg Gorga
Executive Director
Santa Barbara Maritime Museum


I have worked with Mission web marketing for the past 10 years and they have developed and overhauled our 3 successful eCommerce websites at Florabundance.com, FabulousFlorals.com, and GardenRosesDirect.com. It is always a pleasure to work with their professional team lead by Eric Petersen. They listened to our needs and learned a lot about our complicated business models and they have been successful in delivering everything we need and more.


Joost Bongaerts


 I’ve worked with Mission Web as a vendor on several projects and as a collaborator on others. I always recommend them to clients and I am very happy with the results. They are amazing at PPC & SEO. Super responsive, very accountable and they get results.


Ken Sterling
Executive Vice President
BigSpeak Speakers Bureau


In the world of SEO and Internet Marketing it is rare to find a company with such integrity and a company that really knows the field of Internet Marketing inside and out. Before we found Mission Web Marketing we had been through the gamut, from individuals to large expensive SEO companies who promised us the world and delivered practically nothing – except large fees. What a relief to find Mission Web Marketing! Their work is top notch, their rates are very fair and the results are fantastic.


Rebecca Jennings
Hips and Curves


Mission Web Marketing has taken our online marketing to the next level. Their creative, thoughtful and attentive services have improved our overall market presence and generated substantially more revenue for our company. For that we are most grateful!


Bruce Boring
The California Wine Club


I have been working with Mission Web Marketing in Santa Barbara for over a decade and they have kept my company at the cutting edge of web marketing world. I found it is key to find one company that encompass all areas of website work which is what I receive when I work with Mission Web Marketing.


Skip Abed
Owner & President
Santa Barbara Sailing Center


We have had the pleasure of working with Eric Petersen and his expert crew at Mission Web for 6 years, on a variety of projects - large and small. Regardless of scale or budget, we consistently receive quality work on time and on budget, with creative solutions, attention to detail, and good communication. An added bonus is Eric’s patience and understanding of the creative process!


Jane & Bob Engelsiepen
View Studio


The great team of professionals at Mission Web Marketing in Santa Barbara exceeded our expectations for a new, mobile friendly site with great SEO. The team provided eye catching creativity and ‘user friendly’ functionality and delivered a website better than we hoped for. Their attention to detail allowed us to launch our site in the middle of our busiest season with no down time and an immediate increase in business!


Kathy & Fred Hershman
Celebration Cruises of Santa Barbara