Analytics training

Due to the COVID-19 pandemic, this course will now take place in bite-size sesisions over a couple of weeks online

Analytics are one of the most powerful tools media professionals have to understand the effectiveness of their content distribution, to build audiences and manage their time and effort.

However, analytics are too often used in the crudest ways to merely measure success.

This one-day course is designed to give writers and editors 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.

As with all courses, the training will focus on the latest tools and techniques with an emphasis on practical, hands-on learning. A sandwich buffet lunch plus tea and coffee is included.

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;

Please bring:

  • A laptop

Getting there

This course will be delivered online over a few weeks

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