Insights, tools and research to advance journalism

Metrics and measurement (Page 4)

The American Press Institute offers publishers software tools and guidance to help them measure their content in new ways and form data-driven strategies. Read more about our Metrics for News program here, and see other recent insights about metrics and measurement below.

How Financial Times balances editorial instinct and analytics data

Speaking on a panel about metrics in the newsroom in Paris last week, Financial Times head of audience engagement Renée Kaplan explained the relationship between editorial instinct and analytics in newsroom decisions. Kaplan says FT relies on journalists’ instincts to decide what stories are covered, but metrics data is used later on in the process […]

Why HuffPo Politics gets inflated traffic numbers from the ‘Good News’ vertical

The Huffington Post’s “Good News” vertical launched in 2012 aims to “shine a much-needed spotlight on what’s inspiring, what’s positive, what’s working.” HuffPo has been categorizing the feature as “politics” on comScore, leading to a bump in traffic for HuffPo Politics. Stories from Good News also include a tagline saying, “Part of HuffPost Politics,” though […]

UK journalists are considering ‘industrial action’ over Trinity Mirror’s individual traffic targets

The National Union of Journalists is planning to poll journalists at local Trinity Mirror publications on the publisher’s individual digital traffic targets. Targets were introduced this summer at the Birmingham Mail and Coventry Telegraph to make journalists more focused on digital growth, but NUJ says the goals undermine public-interest journalism and encourage “click-bait.”

Twitter is removing share counts in its sharing buttons, a change publishers want reversed

Twitter share counts are being removed from its sharing buttons, a move that’s affecting publishers that used to show share counts on article pages. Since Twitter announced the change on Oct. 6, the share counts have been disappearing from the share buttons that often appear alongside similar buttons from Facebook and LinkedIn. Slate’s vice chairman […]

Parse.ly finds that social media drove more traffic than search to 2015’s biggest stories

According to data from analytics company Parse.ly, social media drove more web referrals to the biggest stories of 2015 than search did. Parse.ly analyzes site traffic for more than 400 publishers, including The Atlantic, Business Insider and New Republic. Parse.ly identified seven top news events in 2015 based on the most-read stories in its network […]

Good decisions don’t always need to be driven by data

At the Association of National Advertisers Masters of Marketing Conference, Ken Wheaton writes he heard a McDonald’s representative say the decision to add all-day breakfast was prompted by social media data — but consumers have been asking for all-day breakfast in more informal ways for decades, without data collected by McDonald’s. While data can be […]

How to get more out of web analytics: Avoid shortcuts and match your goals to metrics

Web analytics can provide an onslaught of data without much context to understand them, but Filip Matous writes that changing how you look at your metrics can help you get more out of them. Matous writes that mental shortcuts such as mistaking correlation with causation can lead to misunderstanding what the metrics are showing. To […]

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