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Unit content:This unit provides an introduction to web metrics and the collection, analysis, and reporting of online data. While data plays a key role in a range of online and web-based activities, it is also central to a range of broader social, political, and economic processes. To provide a holistic understanding of the role that web metrics and data play in our lives, we examine topics such as big data, personal data collection, privacy, surveillance, and ethics. This unit also provides students with the tools for understanding how data can be collected, interpreted, analysed, reported, and used. A key emphasis is placed on the role of web metrics for search engine optimisation (SEO). Beyond this, we also examine how web metrics can be applied to influence areas such as strategic communication, campaign planning, policy, and industry. The unit rounds out with a deeper examination of the use of web metrics in context by examining different case studies.