diff --git a/internal/config/config.go b/internal/config/config.go
index eabfa7de0..6d04948ac 100644
--- a/internal/config/config.go
+++ b/internal/config/config.go
@@ -170,6 +170,8 @@ func (c *Config) Propagate() {
 
 // Init creates directories, parses additional config files, opens a database connection and initializes dependencies.
 func (c *Config) Init() error {
+	start := time.Now()
+
 	if err := c.CreateDirectories(); err != nil {
 		return err
 	}
@@ -215,7 +217,13 @@ func (c *Config) Init() error {
 
 	c.Propagate()
 
-	return c.connectDb()
+	err := c.connectDb()
+
+	if err == nil {
+		log.Debugf("config: successfully initialized [%s]", time.Since(start))
+	}
+
+	return err
 }
 
 // initStorage initializes storage directories with a random serial.
@@ -571,7 +579,7 @@ func (c *Config) UpdateHub() {
 
 // initHub initializes PhotoPrism hub config.
 func (c *Config) initHub() {
-	c.hub = hub.NewConfig(c.Version(), c.HubConfigFile(), c.serial)
+	c.hub = hub.NewConfig(c.Version(), c.HubConfigFile(), c.serial, c.options.PartnerID)
 
 	if err := c.hub.Load(); err == nil {
 		// Do nothing.
diff --git a/internal/config/flags.go b/internal/config/flags.go
index 7c3dd0dc4..92ea9d0af 100644
--- a/internal/config/flags.go
+++ b/internal/config/flags.go
@@ -64,6 +64,12 @@ var GlobalFlags = []cli.Flag{
 		Usage:  "enable experimental features",
 		EnvVar: "PHOTOPRISM_EXPERIMENTAL",
 	},
+	cli.StringFlag{
+		Name:   "partner-id",
+		Hidden: true,
+		Usage:  "hosting partner id",
+		EnvVar: "PHOTOPRISM_PARTNER_ID",
+	},
 	cli.StringFlag{
 		Name:   "config-file, c",
 		Usage:  "load config options from `FILENAME`",
diff --git a/internal/config/options.go b/internal/config/options.go
index 11a7c9943..01c99a36d 100644
--- a/internal/config/options.go
+++ b/internal/config/options.go
@@ -26,15 +26,16 @@ const (
 // Options provides a struct in which application configuration is stored.
 // Application code must use functions to get config options, for two reasons:
 //
-// 1. Some options are computed and we don't want to leak implementation details (aims at reducing refactoring overhead).
-//
-// 2. Paths might actually be dynamic later (if we build a multi-user version).
+// 1. We do not want to leak implementation details so refactoring overhead is kept low
+// 2. Some config values are dynamically generated
+// 3. Paths may become dynamic too at a later time
 //
 // See https://github.com/photoprism/photoprism/issues/50#issuecomment-433856358
 type Options struct {
 	Name                  string  `json:"-"`
 	Version               string  `json:"-"`
 	Copyright             string  `json:"-"`
+	PartnerID             string  `yaml:"-" json:"-" flag:"partner-id"`
 	AdminPassword         string  `yaml:"AdminPassword" json:"-" flag:"admin-password"`
 	LogLevel              string  `yaml:"LogLevel" json:"-" flag:"log-level"`
 	Debug                 bool    `yaml:"Debug" json:"Debug" flag:"debug"`
diff --git a/internal/entity/db_fixtures.go b/internal/entity/db_fixtures.go
index 860966d62..4a36d771b 100644
--- a/internal/entity/db_fixtures.go
+++ b/internal/entity/db_fixtures.go
@@ -1,5 +1,9 @@
 package entity
 
+import (
+	"time"
+)
+
 // CreateDefaultFixtures inserts default fixtures for test and production.
 func CreateDefaultFixtures() {
 	CreateUnknownAddress()
@@ -11,8 +15,10 @@ func CreateDefaultFixtures() {
 	CreateUnknownLens()
 }
 
-// ResetTestFixtures re-creates registered database tables and inserts test fixtures.
+// ResetTestFixtures recreates database tables and test fixtures.
 func ResetTestFixtures() {
+	start := time.Now()
+
 	Entities.Migrate(Db(), false)
 	Entities.WaitForMigration(Db())
 	Entities.Truncate(Db())
@@ -20,4 +26,6 @@ func ResetTestFixtures() {
 	CreateDefaultFixtures()
 
 	CreateTestFixtures()
+
+	log.Debugf("entity: recreated test fixtures [%s]", time.Since(start))
 }
diff --git a/internal/entity/db_migrate.go b/internal/entity/db_migrate.go
index b40b5f262..80a228b4a 100644
--- a/internal/entity/db_migrate.go
+++ b/internal/entity/db_migrate.go
@@ -1,7 +1,13 @@
 package entity
 
+import (
+	"time"
+)
+
 // MigrateDb creates database tables and inserts default fixtures as needed.
 func MigrateDb(dropDeprecated, runFailed bool) {
+	start := time.Now()
+
 	if dropDeprecated {
 		DeprecatedTables.Drop(Db())
 	}
@@ -10,6 +16,8 @@ func MigrateDb(dropDeprecated, runFailed bool) {
 	Entities.WaitForMigration(Db())
 
 	CreateDefaultFixtures()
+
+	log.Debugf("entity: successfully initialized [%s]", time.Since(start))
 }
 
 // InitTestDb connects to and completely initializes the test database incl fixtures.
diff --git a/internal/hub/config.go b/internal/hub/config.go
index 152f26a1a..5b9ab491c 100644
--- a/internal/hub/config.go
+++ b/internal/hub/config.go
@@ -24,25 +24,27 @@ import (
 
 // Config represents backend api credentials for maps & geodata.
 type Config struct {
-	Key      string `json:"key" yaml:"Key"`
-	Secret   string `json:"secret" yaml:"Secret"`
-	Session  string `json:"session" yaml:"Session"`
-	Status   string `json:"status" yaml:"Status"`
-	Version  string `json:"version" yaml:"Version"`
-	Serial   string `json:"serial" yaml:"Serial"`
-	FileName string `json:"-" yaml:"-"`
+	Key       string `json:"key" yaml:"Key"`
+	Secret    string `json:"secret" yaml:"Secret"`
+	Session   string `json:"session" yaml:"Session"`
+	Status    string `json:"status" yaml:"Status"`
+	Version   string `json:"version" yaml:"Version"`
+	Serial    string `json:"serial" yaml:"Serial"`
+	FileName  string `json:"-" yaml:"-"`
+	PartnerID string `json:"-" yaml:"-"`
 }
 
 // NewConfig creates a new backend api credentials instance.
-func NewConfig(version, fileName, serial string) *Config {
+func NewConfig(version, fileName, serial, partner string) *Config {
 	return &Config{
-		Key:      "",
-		Secret:   "",
-		Session:  "",
-		Status:   "",
-		Version:  version,
-		Serial:   serial,
-		FileName: fileName,
+		Key:       "",
+		Secret:    "",
+		Session:   "",
+		Status:    "",
+		Version:   version,
+		Serial:    serial,
+		FileName:  fileName,
+		PartnerID: partner,
 	}
 }
 
@@ -140,12 +142,12 @@ func (c *Config) Refresh() (err error) {
 	if c.Key != "" {
 		url = fmt.Sprintf(ServiceURL+"/%s", c.Key)
 		method = http.MethodPut
-		log.Debugf("getting updated api key for maps & places from %s", ApiHost())
+		log.Debugf("config: requesting updated api key for maps and places")
 	} else {
-		log.Debugf("requesting api key for maps & places from %s", ApiHost())
+		log.Debugf("config: requesting new api key for maps and places")
 	}
 
-	if j, err := json.Marshal(NewRequest(c.Version, c.Serial)); err != nil {
+	if j, err := json.Marshal(NewRequest(c.Version, c.Serial, c.PartnerID)); err != nil {
 		return err
 	} else if req, err = http.NewRequest(method, url, bytes.NewReader(j)); err != nil {
 		return err
@@ -166,7 +168,7 @@ func (c *Config) Refresh() (err error) {
 	if err != nil {
 		return err
 	} else if r.StatusCode >= 400 {
-		err = fmt.Errorf("getting api key from %s failed (error %d)", ApiHost(), r.StatusCode)
+		err = fmt.Errorf("fetching api key from %s failed (error %d)", ApiHost(), r.StatusCode)
 		return err
 	}
 
diff --git a/internal/hub/config_test.go b/internal/hub/config_test.go
index 4269be6f3..59f43d451 100644
--- a/internal/hub/config_test.go
+++ b/internal/hub/config_test.go
@@ -8,7 +8,7 @@ import (
 
 func TestConfig_MapKey(t *testing.T) {
 	t.Run("success", func(t *testing.T) {
-		c := NewConfig("0.0.0", "testdata/new.yml", "zqkunt22r0bewti9")
+		c := NewConfig("0.0.0", "testdata/new.yml", "zqkunt22r0bewti9", "test")
 		assert.Equal(t, "", c.MapKey())
 	})
 }
diff --git a/internal/hub/feedback.go b/internal/hub/feedback.go
index dcfdef73d..21b3677a7 100644
--- a/internal/hub/feedback.go
+++ b/internal/hub/feedback.go
@@ -22,6 +22,7 @@ type Feedback struct {
 	UserEmail     string `json:"UserEmail"`
 	UserAgent     string `json:"UserAgent"`
 	ApiKey        string `json:"ApiKey"`
+	PartnerID     string `json:"PartnerID"`
 	ClientVersion string `json:"ClientVersion"`
 	ClientSerial  string `json:"ClientSerial"`
 	ClientOS      string `json:"ClientOS"`
@@ -30,8 +31,9 @@ type Feedback struct {
 }
 
 // NewFeedback creates a new hub feedback instance.
-func NewFeedback(version, serial string) *Feedback {
+func NewFeedback(version, serial, partner string) *Feedback {
 	return &Feedback{
+		PartnerID:     partner,
 		ClientVersion: version,
 		ClientSerial:  serial,
 		ClientOS:      runtime.GOOS,
@@ -41,7 +43,7 @@ func NewFeedback(version, serial string) *Feedback {
 }
 
 func (c *Config) SendFeedback(f form.Feedback) (err error) {
-	feedback := NewFeedback(c.Version, c.Serial)
+	feedback := NewFeedback(c.Version, c.Serial, c.PartnerID)
 	feedback.Category = f.Category
 	feedback.Subject = txt.Shorten(f.Message, 50, "...")
 	feedback.Message = f.Message
diff --git a/internal/hub/feedback_test.go b/internal/hub/feedback_test.go
index 6451dd63e..4901e9780 100644
--- a/internal/hub/feedback_test.go
+++ b/internal/hub/feedback_test.go
@@ -9,7 +9,7 @@ import (
 
 func TestNewFeedback(t *testing.T) {
 	t.Run("success", func(t *testing.T) {
-		feedback := NewFeedback("xxx", "zqkunt22r0bewti9")
+		feedback := NewFeedback("xxx", "zqkunt22r0bewti9", "test")
 		assert.Equal(t, "xxx", feedback.ClientVersion)
 		assert.Equal(t, "zqkunt22r0bewti9", feedback.ClientSerial)
 	})
@@ -17,7 +17,7 @@ func TestNewFeedback(t *testing.T) {
 
 func TestSendFeedback(t *testing.T) {
 	t.Run("success", func(t *testing.T) {
-		c := NewConfig("0.0.0", "testdata/new.yml", "zqkunt22r0bewti9")
+		c := NewConfig("0.0.0", "testdata/new.yml", "zqkunt22r0bewti9", "test")
 
 		feedback := Feedback{
 			Category:      "Bug Report",
diff --git a/internal/hub/hub_test.go b/internal/hub/hub_test.go
index 24e9a09f4..480b88e55 100644
--- a/internal/hub/hub_test.go
+++ b/internal/hub/hub_test.go
@@ -49,13 +49,13 @@ func Token(size uint) string {
 }
 
 func TestNewConfig(t *testing.T) {
-	c := NewConfig("0.0.0", "testdata/new.yml", "zqkunt22r0bewti9")
+	c := NewConfig("0.0.0", "testdata/new.yml", "zqkunt22r0bewti9", "test")
 
 	assert.IsType(t, &Config{}, c)
 }
 
 func TestNewRequest(t *testing.T) {
-	r := NewRequest("0.0.0", "zqkunt22r0bewti9")
+	r := NewRequest("0.0.0", "zqkunt22r0bewti9", "test")
 
 	assert.IsType(t, &Request{}, r)
 
@@ -72,7 +72,7 @@ func TestConfig_Refresh(t *testing.T) {
 	t.Run("success", func(t *testing.T) {
 		fileName := fmt.Sprintf("testdata/hub.%s.yml", Token(8))
 
-		c := NewConfig("0.0.0", fileName, "zqkunt22r0bewti9")
+		c := NewConfig("0.0.0", fileName, "zqkunt22r0bewti9", "test")
 
 		if err := c.Refresh(); err != nil {
 			t.Fatal(err)
@@ -122,7 +122,7 @@ func TestConfig_Refresh(t *testing.T) {
 
 func TestConfig_DecodeSession(t *testing.T) {
 	t.Run("hub3.yml", func(t *testing.T) {
-		c := NewConfig("0.0.0", "testdata/hub3.yml", "zqkunt22r0bewti9")
+		c := NewConfig("0.0.0", "testdata/hub3.yml", "zqkunt22r0bewti9", "test")
 
 		err := c.Load()
 
@@ -138,7 +138,7 @@ func TestConfig_DecodeSession(t *testing.T) {
 
 func TestConfig_Load(t *testing.T) {
 	t.Run("hub1.yml", func(t *testing.T) {
-		c := NewConfig("0.0.0", "testdata/hub1.yml", "zqkunt22r0bewti9")
+		c := NewConfig("0.0.0", "testdata/hub1.yml", "zqkunt22r0bewti9", "test")
 
 		if err := c.Load(); err != nil {
 			t.Logf(err.Error())
@@ -151,7 +151,7 @@ func TestConfig_Load(t *testing.T) {
 		assert.Equal(t, "0.0.0", c.Version)
 	})
 	t.Run("hub2.yml", func(t *testing.T) {
-		c := NewConfig("0.0.0", "testdata/hub2.yml", "zqkunt22r0bewti9")
+		c := NewConfig("0.0.0", "testdata/hub2.yml", "zqkunt22r0bewti9", "test")
 
 		if err := c.Load(); err != nil {
 			t.Logf(err.Error())
@@ -164,7 +164,7 @@ func TestConfig_Load(t *testing.T) {
 		assert.Equal(t, "200925-f8e2b580-Darwin-i386-DEBUG", c.Version)
 	})
 	t.Run("not existing filename", func(t *testing.T) {
-		c := NewConfig("0.0.0", "testdata/hub_xxx.yml", "zqkunt22r0bewti9")
+		c := NewConfig("0.0.0", "testdata/hub_xxx.yml", "zqkunt22r0bewti9", "test")
 
 		if err := c.Load(); err == nil {
 			t.Fatal("file should not exist")
@@ -180,7 +180,7 @@ func TestConfig_Save(t *testing.T) {
 	t.Run("existing filename", func(t *testing.T) {
 		assert.FileExists(t, "testdata/hub1.yml")
 
-		c := NewConfig("0.0.0", "testdata/hub1.yml", "zqkunt22r0bewti9")
+		c := NewConfig("0.0.0", "testdata/hub1.yml", "zqkunt22r0bewti9", "test")
 
 		if err := c.Load(); err != nil {
 			t.Logf(err.Error())
@@ -219,7 +219,7 @@ func TestConfig_Save(t *testing.T) {
 		assert.Equal(t, "0.0.0", c.Version)
 	})
 	t.Run("not existing filename", func(t *testing.T) {
-		c := NewConfig("0.0.0", "testdata/hub_new.yml", "zqkunt22r0bewti9")
+		c := NewConfig("0.0.0", "testdata/hub_new.yml", "zqkunt22r0bewti9", "test")
 		c.Key = "F60F5B25D59C397989E3CD374F81CDD7710A4FCA"
 		c.Secret = "foo"
 		c.Session = "bar"
diff --git a/internal/hub/request.go b/internal/hub/request.go
index 104c9cb44..5f72aaaed 100644
--- a/internal/hub/request.go
+++ b/internal/hub/request.go
@@ -9,6 +9,7 @@ var ServiceURL = "https://hub.photoprism.app/v1/hello"
 
 // Request represents basic environment specs for debugging.
 type Request struct {
+	PartnerID     string `json:"PartnerID"`
 	ClientVersion string `json:"ClientVersion"`
 	ClientSerial  string `json:"ClientSerial"`
 	ClientOS      string `json:"ClientOS"`
@@ -17,8 +18,9 @@ type Request struct {
 }
 
 // NewRequest creates a new backend key request instance.
-func NewRequest(version, serial string) *Request {
+func NewRequest(version, serial, partner string) *Request {
 	return &Request{
+		PartnerID:     partner,
 		ClientVersion: version,
 		ClientSerial:  serial,
 		ClientOS:      runtime.GOOS,
diff --git a/internal/migrate/migrations.go b/internal/migrate/migrations.go
index c402a1298..b02506389 100644
--- a/internal/migrate/migrations.go
+++ b/internal/migrate/migrations.go
@@ -17,9 +17,8 @@ type MigrationMap map[string]Migration
 // Existing finds and returns previously executed database schema migrations.
 func Existing(db *gorm.DB) MigrationMap {
 	result := make(MigrationMap)
-	dialect := db.Dialect().GetName()
 
-	stmt := db.Model(Migration{}).Where("dialect = ?", dialect)
+	stmt := db.Model(Migration{})
 	stmt = stmt.Select("id, dialect, error, source, started_at, finished_at")
 
 	rows, err := stmt.Rows()
@@ -52,7 +51,11 @@ func (m *Migrations) Start(db *gorm.DB, runFailed bool) {
 	// Find previously executed migrations.
 	executed := Existing(db)
 
-	log.Debugf("migrate: found %s", english.Plural(len(executed), "previous migration", "previous migrations"))
+	if prev := len(executed); prev == 0 {
+		log.Infof("migrate: found no previous migrations")
+	} else {
+		log.Debugf("migrate: found %s", english.Plural(len(executed), "previous migration", "previous migrations"))
+	}
 
 	for _, migration := range *m {
 		start := time.Now()
diff --git a/internal/server/server.go b/internal/server/server.go
index 1628f0b91..d1f451454 100644
--- a/internal/server/server.go
+++ b/internal/server/server.go
@@ -4,6 +4,7 @@ import (
 	"context"
 	"fmt"
 	"net/http"
+	"time"
 
 	"github.com/gin-contrib/gzip"
 	"github.com/gin-gonic/gin"
@@ -21,6 +22,8 @@ func Start(ctx context.Context, conf *config.Config) {
 		}
 	}()
 
+	start := time.Now()
+
 	// Set HTTP server mode.
 	if conf.HttpMode() != "" {
 		gin.SetMode(conf.HttpMode())
@@ -76,6 +79,8 @@ func Start(ctx context.Context, conf *config.Config) {
 		Handler: router,
 	}
 
+	log.Debugf("http: successfully initialized [%s]", time.Since(start))
+
 	// Start HTTP server.
 	go func() {
 		log.Infof("http: starting web server at %s", server.Addr)