This chapter examines how the multiplication of digital metrics, analytics, and algorithms is reconfiguring work practices and professional identities. It focuses on the case of journalism, a field that has been profoundly changed by digital technologies. It describes modern newsrooms that use digital tools in the gathering, production, and diffusion of information on the web, from group chats to social media platforms and content management systems. The chapter also introduces a new market that emerged for “web analytics” or software programs that track the behaviour and preferences of internet users. It describes how editors and journalists are provided with a constant stream of data about their audience, receiving increasingly detailed information in real time about the number of visitors, comments, likes, and tweets that their articles attract.