essential analytics

Essential analytics

Analytics are one of the most powerful tools journalists have to understand the effectiveness of their reporting, to build audiences and manage their time and effort. However, analytics are too often used in the crudest ways to merely measure success.

This online course is designed to give writers, editors and other communicators confidence in handling and using analytics in their day-to-day work.

It will demonstrate how to use metrics to test ideas and stories, and improve your approach to content based on real data gathered from your website.

The course will be delivered online in four 90 minute sessions on Zoom, with opportunities for discussion and feedback between sessions. Course videos and supporting notes will be available online after each session.

This course is fully updated with GA4, the newest version of Google Analytics.

The course will cover:

Web Metrics

  • Core concepts of analytics.

  • Why hits are a far too crude measure.

  • Understanding the key metrics that matter for your business model.

  • Learning about reader journeys across your site.

  • Understanding the right questions to ask from your metrics.

  • Test and learn cycles.

  • Common mistakes – and how to avoid them.

  • The limits of metrics in decision-making.

Social Media Metrics

  • Social media analytics – proving the return of social.

  • How to track inbound traffic from Twitter, Facebook and other social platforms.

  • Analysing time patterns and effectiveness.

  • Creating a social media plan based on metrics.

This course will be delivered online on Thursday 23 May, Thursday 30 May, Thursday 6 June and Thursday 13 June.

Getting there

This course will be delivered online on Thursday 23 May, Thursday 30 May, Thursday 6 June and Thursday 13 June.

About Adam Tinworth

Adam Tinworth has more than five years' experience in training journalists in social media, SEO and digital journalism.

A journalist for 20 years and a blogger for 10, Adam now works as a consultant and trainer in digital journalism, social media and content strategy.

He is a visiting lecturer at City University on the journalism MA course.


"Adam was extremely knowledgeable and very good at explaining the basics while also suggesting practical ways to break down the daunting task of improving reader engagement." - Anna Thomson

"The most useful part of the course was demystifying the various terminology around analytics and understanding what data is helpful to me/my team." - Lynn Eaton