Today, web analytics are increasingly used to gauge the success, present and future, of news content and related news products. Valerie Belair-Gagnon, an assistant professor in the University of Minnesota Hubbard School of Journalism and Mass Communication, and Avery E. Holton, an assistant professor in the Department of Communication at the University of Utah, conducted in-depth interviews with the suppliers of those analytics—web analytics companies—to examine how managers for analytics companies understand and position their work in relation to news production.