If you want to be successful, either as a journalist or a digital manager, you’d better understand how web analytics work. Avinash Kaushik, Google evangelist and author of two best-selling books on the subject, says that in order to get conversant in the field, you should try experimenting with free or cheap tools while mastering the concepts in a practical setting. These tools, and Kaushik’s books, are a good start.
Below are his recommendations. My recommendation? Start with the free Google tools and grow from there: