Harris Paige

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For the second consecutive year, on November 7, Overalia attended the UPV/EHU Faculty of Communication in Bilbao to give a training session on web analytics in the Master's Degree in Corporate Communication .

Among the attendees we found a luxury group made up of thirty young graduates (some with double degrees) eager to know what web analytics is , how an interactive agency works or how client management is carried out (what we sell them, how projects are managed, etc.).

Considering that web analytics is a concept so interconnected with other online marketing disciplines such as SEO or SEM, we set ourselves the goal of having the kids leave with these very clear ideas:

Why is it important to measure?
Know the Google Analytics interface (since it is one of its work tools)
Understand how to interpret data and act accordingly to improve results.
What is web analytics and how does it work?

We explain the need to make an effort to understand how data is collected through a tool like Google Analytics, even if we are not technically qualified. And, above all, the need to label those events or functions that the Google Analytics code does not collect by default. Such as events, e-commerce sites, social networks or attributes that can be set at the page, session or user level after executing the code (for example, whether the user is a customer or not, or whether you are registered or whether you are a man or a woman, among many other possibilities).

After going through the ordeal of explaining the technical part, we are left with two concepts: the imperative need to define the objectives very well and to give them a concrete value (whether it be a contact or a download) and the need to segment the information in order to better analyze the data.

Google Analytics Features

Later we focused on explaining how to control the tool's functionalities. Specifically, dividing its endless reports and functionalities into 6 groups:

• Analytics tools
• Content analytics
• Conversion analytics
• Advertising analytics
• Mobile analytics
• Social media analytics

After explaining what these groups can be used for and what the most important reports and metrics bulk telegram blast are, we try to convey a vision that is very focused on practical examples of how to use this data to achieve better results.

Sparking the reports

Next, we move on to talk about reporting features, so we can get the most out of them! Knowing how to use and move data is crucial. You have to go from simple numbers to conclusions in order to implement improvement plans and new campaigns.



We saw examples of how to use the date range comparison options, annotations, alerts, and the intelligence module, and a long list of details that make a difference in the conclusions of the analysis.

The importance of methodology

We then move on to talk about how to put data in order, highlighting the importance of having a methodology and management system for implementation. We talk about the need for the client to understand what can and cannot be measured and to prioritize what is most important. And, above all, to make sure that the data is collected correctly, so as not to make wrong decisions.

Another point discussed was the importance of personalizing data and reports based on the role of the person who is going to analyze them (executive, marketing, content, etc.) so that in each case the information related to each person's responsibilities is used.

Success stories

To put everything into context, we reviewed 5-6 success stories carried out by Overalia. We were able to see practical examples with data from the Google Store at all times, taking advantage of the access that Overalia has as an authorized Google consultant.

It was certainly a very enriching experience to be able to share a few hours with the new classes (there were, above all, graduates in advertising and journalism, political science and tourism). As the popular saying goes, “Youth, divine treasure!” And it is a true truth. The motivation and desire to learn so typical of this stage of life was what was in the air last Wednesday in classroom I of the Faculty of Communication…
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