Google Analytics workshop II

10 hours

Google Analytics workshop II

Measuring the effectiveness of marketing and sales efforts is essential if you want to establish a correct business strategy. In recent years, digital marketing has revolutionised the market, generating new business opportunities at more affordable prices than traditional marketing.

Studying user behaviour is fundamental to be able to design effective and profitable actions. In the digital world, the only way to understand user behaviour is through data.

Web analytics is one of the most in demand skills today. The demand for professionals capable of optimising and improving the results of websites has increased in marketing departments in recent years.

Google Analytics is the most used tool by professionals in the sector, as it allows them to follow the interaction of users with the website in real time through dashboards. In addition, the tool integrates perfectly with the rest of Google products, which facilitates the day-to-day work for those who are used to utilizing the applications offered by this giant of the technology industry.


The general objective of the Google Analytics II Workshop is to go deeper into the web analytics measurement tool in order to get the most out of it with the intention of improving the business brand and its presence on the Internet. At the end of this workshop, the student will know how to handle new measurement scenarios that go beyond a website.

The design of the studies has involved the definition of the general and specific competencies that students must acquire through the workshop. The design has been governed by the principles of an integral conception of teaching and its educational offer has been planned in such a way as to facilitate student learning. Likewise, its curricular organisation is based on interdisciplinary criteria, with the aim of the student acquiring the knowledge and competences of his or her specialisation, as a manager in the professional field corresponding to the specific sector in question.

The objectives of this workshop are the following ones:

  • To provide students with the necessary knowledge to be able to interpret the results obtained after the campaigns.
  • To promote the initiative of analysis and decision-making based on the management of real utility data.
  • To train to constitute a transversal profile in line with the current labour demand.

Basic competences

    BC1. To have knowledge that provides a basis or an opportunity to be original in the development and/or application of ideas, often in a specialised context.

    BC2. To be able to communicate conclusions, as well as the knowledge and the ultimate reasons behind them, to specialised and non-specialised audiences in a clear and unambiguous way.

    BC3. To have learning skills that enable further study in a self-directed or autonomous manner.

General competences

    GC1. To be able to identify and solve problems risen in the context of the tourism sector.

    GC2. To know how to apply the knowledge acquired in the tourism sector, in order to improve competitiveness and/or entrepreneurship in the tourism destination.

    GC3. To develop creative and innovative capacity, focused on providing new solutions to old problems in the sector, its organisations and contexts.

Specific competences

    SC1. To be able to integrate various web analytics tools and extensions with Google Analytics.

    SC2. To manage quickly and efficiently an Analytics account.

    SC3. To be able to plan and create customised reports.

    SC4. To know how to apply specific knowledge of web analytics to improve performance and boost the company.


The workshop will have a learning methodology based on “learning by doing” so that everything covered in each subject of the training can be put into practice. Practical exercises will be carried out under the guidance of the teaching staff so that the knowledge acquired will respond to the real day-to-day needs of the subjects covered in the workshop.

The teachers will be actively involved in the learning process to strengthen the link with the students and provide support in order to resolve doubts and raise scenarios that contribute to the student learning to generate ideas “out of the box”.

This workshop will be taught in a face-to-face format, with a total of 10 hours of classes, and computers provided by TTS will be available to achieve a complete learning process and to put into practice the examples and case studies presented by the teaching staff.

The dynamics of the Content Plan workshops are not based on lectures, but rather on a model of continuous interaction in which each participant can express themselves and feel part of the team. In this way, each person contributes to the generation of ideas and debates take centre stage, based on the theme of the workshop in question.

As a result of the workshop, a practical level test will be carried out to evaluate the knowledge acquired by the students.

Table of contents. What will you learn?

In-depth data analysis with Google Analytics will be studied.
You will study the implementation of objectives and their comparison, as well as the behavioural flows of users when browsing a website.
Generic introduction to the GTM environment, the tag management tool linked to Analytics. BigQuery and the connection to the Google Data Studio dashboard tool will be introduced.
Creation of custom segments and customisable reports through data extraction and analysis.
Introduction to the tool to improve aspects of SEO and web analytics.
This is about synchronising Analytics and Adwords accounts to calculate the ROI of marketing campaigns.


Isabel López Medina

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