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This presentation addresses web analytics as an assessment tool for current digital collections/resources, as well as a way to inform the appraisal or promotion of future digital projects. Since the statistics reporting capabilities of many software platforms only provides broad hit and download numbers, we'll be exploring how Google Analytics and other tools can allow an institution to generate far more detailed statistics about who is visiting their site, what they're looking at, and how they got there. Assessment via web analytics can also help an institution determine what content is in demand in order to appraise items for a new digital resource, or show what unexpected promotional tools might have the potential to bring a whole new audience to a new or upcoming digital collection. Since the same data can be used to tell any number of stories, the presenters will talk about how to ask the right questions when generating and interpreting reports, and how to use these statistics effectively.