Ethical issues are structurally present in the design and choice of data; the interaction between problem, model, and intervention; and the scientism that supports data analytics' claims to authority. In this chapter, I argue against three social assumptions behind common implementations of learning analytics: data realism, technological neutrality, and scientism. Recognizing the need to create a mindset of conscious ethical awareness for learning analytics, I challenge institutional researchers to consider learning analytics through three critical lenses: a professional ethics lens, a responsibility lens, and an equity lens.