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Google Analytics II Workshop


Measuring the effectiveness of marketing and sales efforts is key if you want to establish a correct business strategy. For a few years now, digital marketing has revolutionized the market, generating new business opportunities at more affordable prices than traditional marketing.

Studying the behavior of users is essential to be able to design effective and profitable actions. In the digital world, the only way to know the behavior of users is through data.

Web analytics is one of the skills with the highest demand today. The search for professionals capable of optimizing and improving the results of sites has increased in marketing departments in recent years.

Google Analytics is the tool most used by professionals in the sector, since it allows users to follow the interaction 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 using the applications that this giant of the technology industry offers.


The general objective of the Google Analytics II Workshop is to deepen the web analytics measurement tool 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 web page.

The design of the studies has supposed the definition of the general and specific competences that the student body must acquire with the workshop. The design has been governed by principles of integral conception of teaching and its teaching offer has been planned in a way that facilitates student learning. Likewise, its curricular organization meets interdisciplinary criteria, with the purpose that the student acquires the knowledge and skills of his specialization, as a manager in the professional field that corresponds within the specific sector that concerns us.



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Will be certified by TTS by Amadeus

Goals to achieve

  • Train the student with the necessary knowledge to be able to interpret the results obtained after the campaigns.
  • Promote the initiative of analysis and decision-making based on the management of real useful data.
  • Train to establish a cross-sectional profile according to the current labor demand.


The workshop will have a learning methodology based on “learning by doing” so that everything discussed in each training subject can be put into practice. Practical exercises guided by the faculty will be proposed so that the knowledge acquired responds to the real day-to-day needs in the subject matter covered by the workshop.

Teachers will be actively involved in learning to strengthen the bond with students and provide close support in order to resolve doubts and propose scenarios that help students learn to generate ideas “out of the box”.

The delivery of this workshop will be in face-to-face format, with a total of 10 teaching hours, and computers provided by TTS will be available to achieve complete learning and put into practice the examples and practical cases proposed by the faculty.

The dynamics of the Content Plan workshops escape master classes and seek to approach 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 the debates take center 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 assess the knowledge acquired by the students.

Table of contents

Advanced analysis

In-depth data analysis with Google Analytics will be studied.

Custom goals

The implementation of objectives and their comparison will be studied, as well as the behavior flows of users when browsing a website.

Introduction to Tag manager and Google Data Studio

There will be a generic introduction to the GTM environment, the tag management tool that can be linked to Analytics. BigQuery and the connection to the Google Data Studio dashboard tool will be introduced.

Custom Segments and Advanced Reports

Creation of custom segments and customizable reports through data extraction and analysis.

Search Console

Introduction to the tool to improve aspects of SEO and web Analytics.

Synchronization of Google Analytics and Google Adwords

It is about synchronizing the Analytics and Adwords accounts, with which to calculate the ROI of marketing campaigns.

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