Analytics came to most newsroom without having to pay a paisa. That was because it came as part of Google’s free offering. By sticking a piece of code in page that Google Analytics offered, quickly a literal war-chest of numbers and reports on the traffic to the site was made available journalists, and newsroom managers.
Google offers paid options to get better insights. Other organisations such as Adobe also offer paid services, but Open Web Analytics is a free and open source option.
Then there are real-time website traffic analytics tools such as Chartbeat and Parsley, and not to forget Google Analytics’s own Real Time dashboard, that have made digital journalism driven by a non-stop flood of data.
With social media become a major source of traffic for news sites, Facebook’s Insights and Twitter’s Analytics also are important tools in the online journalism business.
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