'Real journalists need no analytics.' Thats what a tongue in cheek postcard made by design and consulting firm Edenspiekermann reads. The sass, however reflects a reality - that despite years of digital change and innovation, there is still a limited uptake of analytics feeding back into the editorial and content process. Many newsrooms continue to use analytics designed for marketing, not editorial purposes. Other times, newsrooms are fed large aggregate numbers that might look like success, but what do they mean and do they really matter? This workshop lifts the lid on the numbers, pointing out what are the best metrics to look at and how this can be transferred across any platform or tool in feeding back into building a digital strategy.