Case Study: SFMOMA achieves 15% more accurate analytics and actionable content & e-commerce insights with Google Analytics Solutions

SFMOMA Chooses Google Analytics and Masters the Art of Metrics

The San Francisco Museum of Modern Art (SFMOMA) operates a rich digital hub—featuring over 9,000 artworks, audio/video archives, an online store and events calendar—with a primary goal of creating engaging, repeatable visitor experiences. Despite early web leadership, SFMOMA lacked accurate analytics: their previous tool double‑counted visitors across domains, they couldn’t measure audio/video consumption, e‑commerce tracking was incomplete, and marketing ROI was unclear, so they engaged analytics partner E‑Nor for help.

E‑Nor implemented Google Analytics with a tailored setup—fixing cross‑domain tracking, adding Event Tracking for media, enabling full e‑commerce and campaign tagging, and building clear reports tied to business goals. The result was a 15% increase in measurement accuracy, deep, actionable insight into content engagement, and the ability to link marketing campaigns to sales, enabling data‑driven site and marketing optimization.

SFMOMA

Dana Mitroff Silvers

Head of Online Services