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CITY | BUILDING | CULTURE Department

Google Analytics for Non-Profit Organisations & Small Businesses

Entry course
Mann analysiert Website-Traffic am Laptop
? Adobe Stock

In our online course, you will gain in-depth insights into the basics of web analytics. You will get to know the most important key figures and learn how to interpret them. In five seminars of 5 hours each, you will work through practical exercises and group work to learn how to use Google Analytics (GA4) effectively to understand user behaviour on your website and assess the success of your marketing measures.

Period:

04/03/ –  08/04/2025

Status:
Free places
Registration end:
Format:
Seminar
Degree:
Certificate of attendance
Credits:

5 x 5 hours online seminar + self-study

Requirements:

First experience with Google Analytics, existing Google Analytics account

Participation fee:

1,390 euros (5 % discount for FHP alumni)

Profilbild Maria Lena Matysik

Google Analytics knows what your website visitors really want. I will show you how to extract this valuable knowledge from your data and turn your website into a sales magnet.

Maria-Lena Matysik
Lecturer

At a glance

Google Analytics helps marketing managers to make data-based decisions and answer important questions: Where do customers come from? Which content is particularly relevant? Which marketing measures are effective?

The aim of the seminar is to enable participants to use Google Analytics in a targeted manner to make well-founded marketing decisions. You will learn how web analytics works, how Google Analytics is structured and which data is processed. After the seminar, you will be able to use the available reports efficiently.

Special focus is placed on the specific challenges of non-profit organisations and small businesses – such as limited human and financial resources, small all-rounder teams with a small marketing budget that relies heavily on organic measures.

Mode of operation

  • practice-orientated, comprehensibly structured presentation
  • work on case studies and the participants' specific questions
  • exchange in plenary and exercises in small groups

Focal points

  • How does web analytics help with efficient marketing?
  • How does Google Analytics work?
  • How can you work with Google Analytics?
  • How do you use the reports and carry out analyses?

Target group

Marketing staff, website managers, e-commerce managers from social organisations, cultural organisations, charities, social enterprises, charitable organisations, non-profit organisations, NGOs, start-ups and self-employed people in the field of social work (e.g. coaches)

Profilbild Maria Lena Matysik

Targeted web analytics: utilising valuable data with Google Analytics

Why is it worth working with Google Analytics? And how can small organisations in particular benefit from the web analysis tool for their marketing? An interview with Analyticsfreaks founder Maria Lena Matysik.

Google Analytics: Interview with Maria Lena Matysik

Modules

In this module, you will learn about the web analytics cycle. You will learn everything about formulating relevant questions, finding suitable reports, interpreting the data and optimising it. You will learn which questions you need to ask in order to get the right answers from Google Analytics and how to proceed systematically in order to organise your web analysis in a targeted manner. The focus is on providing you with a clear procedure to improve your online performance through data-supported decisions.

This module gives you a deep insight into how Google Analytics works and the underlying data collection. You will understand what cookies are and how they are used to track usage activity. We will also talk about the challenges that can arise in web analytics. The aim is to provide you with the necessary knowledge to correctly categorise and interpret the data that Google Analytics collects.

Here you will get a comprehensive overview of the most important concepts and terms in Google Analytics. You will learn what events are and how they allow you to track user actions in more detail. You will gain an insight into sessions and how Google Analytics identifies and tracks users. You will also learn what metrics are and how you can use them to better understand and evaluate visitor behaviour on your website.

In this module, you will immerse yourself in the Google Analytics lifecycle. You will learn where your website visitors come from and how they interact with your website. You will get to know the various reports that give you valuable insights into user behaviour and understand how to use these reports specifically for your analyses. This knowledge is crucial for evaluating the effectiveness of your online marketing measures.

This module continues the content of the previous module and deepens your understanding of the Google Analytics lifecycle. You will get to know additional reports that will help you to analyse the origin and behaviour of your users in even greater detail. The focus is on giving you the tools to select the right reports for different questions. You should be able to use the insights gained for your marketing strategy.

Dates & Schedule

Seminar times: 10:00 - 15:30

Module 104/03/2025
Module 218/03/2025
Module 325/03/2025
Module 401/04/2025
Module 508/04/2025

Contact us

ZEW – Further Education Unit

weiterbildung@fh-potsdam.de
House 4
Room 1.10

Julia Sammler

Coordination ZEW