Insights, tools and research to advance journalism

Metrics and measurement (Page 5)

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.

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 […] finds that social media drove more traffic than search to 2015’s biggest stories

According to data from analytics company, social media drove more web referrals to the biggest stories of 2015 than search did. analyzes site traffic for more than 400 publishers, including The Atlantic, Business Insider and New Republic. 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 […]

David Higgerson: Readers do want to get involved in serious stories, and metrics prove it

Audience metrics dispel the myth that readers are mostly interested in fluffy stories and don’t want to get involved in serious stories, David Higgerson writes. For local news organizations, Higgerson says this means your big, hard-hitting stories have a chance to resonate with readers and reach a wider audience. Higgerson writes: “[Metrics] tell us what’s […]

How to think about metrics: Clearly define your goals and decide which metrics are relevant

Slack’s former product manager Kenneth Berger says in order for metrics to be useful, you need to know what your goals are and what metrics you should pay attention to that are relevant to those goals. Berger recommends getting in the habit of regularly revisiting your goals, providing context for the data. Berger says: “Quantitative […]

‘How BuzzFeed won the Internet’: 27 percent of its traffic is native Facebook video and 21 percent is Snapchat views

In a conversation with Re/code’s Peter Kafka, Jonah Peretti explains how BuzzFeed “won the Internet” by breaking down its traffic, which he defines to include engagement with BuzzFeed’s content on platforms outside of its website and apps. Platforms are key to BuzzFeed’s success: Facebook native video is the biggest proportion with 27 percent, followed by […]

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The American Press Institute

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We help transform news organizations for an audience-centered future.

Our programs for publishers focus on four things:

  • 1. Understand your audience
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