Web Analytics


In today's digital era, information flows in different channels, on different devices, and is supported and available in different formats and applications. The generation of data is constant and decentralized. The aim of this course is to develop a sense of how web analytics is vital to address the new challenges that the digital society brings, such as the volume of data, its diversity and complexity. The course will provide students with the necessary tools to collect and analyze website data, and generate actionable insights from it for businesses.

General characterization





Responsible teacher

Teodora Szabo-Douat


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English




Kaushik, A., (2007), Web Analytics: An Hour a Day, Sybex.; Clifton, B., (2008), Advanced Web Metrics with Google Analytics, Sybex.; 0; 0; 0

Teaching method

Theoretical presentation of each topic.

Case studies to support the theories.

Workshops on Google Analytics Academy.

Workshop on Tableau.

Group projects and presentations. 

Evaluation method

Group project: 40%

Final exam: 40%

Google Analytics Certificate: 10%

Participation & attendance: 10%

Subject matter



Week 1 - February 18

Introduction to the Web Analytics course

Week 2 - February 25

Web analytics basics

Google Analytics Academy

Week 3 - March 4

Key metrics

Google Analytics Academy

Week 4 - March 11


Google Analytics Academy

Week 5 - March 18

Developing KPIs

Google Analytics Academy

Week 6 - March 25

Qualitative data

Google Analytics Academy

Week 7 - April 8

A/B testing

Google Analytics Academy

Week 8 - April 15

Competitive intelligence analysis

Week 9 - April 22

Reports and data visualization


Week 10 - April 29

Developing strategies

Week 11 - May 6

Web analytics traps and solutions

Week 12 - May 13

Social, mobile, video analytics

Week 13 - May 20

Future of web analytics

Week 14 - May 27

Group presentations