Shay Totten

Newsroom Success Manager

Shay Totten is the Newsroom Success Manager at the American Press Institute.

Shay works with newsrooms that utilize API’s proprietary analytics tool Metrics for News, built to help publishers answer important audience questions, identify better ways to engage users, improve loyalty and drive subscriptions. Shay joined API in 2022.

Most recently, Shay led the growth and membership strategy at The Compass Experiment (a collaboration between the Google News Initiative and McClatchy) that launched digital newsrooms in underserved communities. He has previously worked as a consultant for the News Revenue Hub, LION Publishers, Inside Climate News, as well as other mission-driven organizations on audience engagement and membership best practices as well as strategic communications.

Before working in audience and membership roles Shay spent more than 15 years in publishing and communications—in top editorial and communication positions at a national nonfiction book publisher, as well as an investigative reporter, political columnist, newsroom editor, and founder and publisher of a digital-print hybrid news organization in Vermont in the early 2000s.

Email Shay at

Setting up events, tracking and reports

For the rest of us, the bottom line is: If you’re stressed about losing a year’s worth of growth analysis, know that you’re not alone. Everyone’s in the same boat.

Transitioning to GA4

API’s Product Strategy team has hosted a series of training sessions to help newsrooms navigate the switch to GA4 ahead of the July 1 cutoff date.

An introduction to Google’s new analytics tool

Google Tag Manager is our recommended way of setting up for GA4.