An MMR system includes an analytics module for monitoring and analyzing the creation and usage of visual content search. The analytics module is part of an MMR gateway and provides a mechanism for administrators to determine the usage patterns and other information about users of the MMR system. The analytics module comprises a monitoring module, a usage database, an access analysis module and a presentation module. The monitoring module collects information about the retrieval request, image queries, context information and recognition results. The usage database stores the information collected by the monitoring module.