 what data should I be tracking on my website? The question of what data to track is tricky, especially in a universe where so much data is provided automatically. It's easy to get stuck in the default metrics, what we call vanity metrics. These things like page views and impressions give you a sense of the heartbeat of the platform, but are designed as much to evaluate the technology as the mission of your work. So in order to make your data really relevant to your organization, you have to customize it to track things that matter in your organization. Think about your goals. Think about what audience engagement means for you and your team. Think about your content strategy. Having data about those things that come from your website makes your analytics so much more powerful. So what this means in terms of analytics tracking is often customization and configuration. Taking steps to make sure that when you collect data, you collect it with that kind of relevant context where you understand what types of interactions audiences are having with your content and what characteristics of your content are a part of that success story. Having both of those things as a part of your data makes even the most simple metrics like page view much more powerful and relevant.