Academic libraries have traditionally collected reference statistics using hash marks on paper. Although efficient and simple, this method is not an effective way to capture the complexity of reference transactions. Several electronic tools are now available to assist libraries with collecting often elusive reference data--among them homegrown Access databases, the open-source Libstats and its hosted version Gimlet, and Springshare's Reference Analytics module, an add-on to its popular LibAnswers product. Reference Analytics allows libraries to customize a Web-based interface for tracking reference data. In this article, the authors discuss their particular setup and use of the tool as well as how some of their sister libraries in the Pennsylvania State System of Higher Education are using it. Because shifting from a limited paper-based system to a robust online tool dramatically impacts the kind of data they can collect and present, they will conclude with some questions about potential benefits and limitations of this type of instrument in a "culture of assessment."