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projects
UAM
Digital Analytics
On site SEO
Technical SEO
Technical SEO Audit and Analytics system integration
the customer
The Universidad Autónoma de Madrid (UAM) is one of the best universities in Spain.
With a wide range of undergraduate and graduate programs in various disciplines, it stands out for its comprehensive educational approach with emphasis on research, innovation and internationalization.
the challenge
Perform a more efficient monitoring of all web traffic of UAM.es, a platform developed in Oracle, with +300,000 users, +500,000 monthly visits, and +3 million analytical events per month. To achieve this, it was necessary to renew and unify the entire analytical infrastructure of the various departments and faculties of the UAM through the implementation and customization of Google Analytics 4 (GA4).
the phases carried out
Onboarding and Diagnostics
We started the onboarding sessions with the UAM team, establishing a complete understanding of the IT infrastructure of UAM.es, developed on different independent installations of Oracle CMS.
At the analytics level, we found multiple Universal Analytics (UA) properties and lists that were disabled and not collecting traffic. This was due to the UA platform being shut down in May 2023, being replaced by Google Analytics 4 (GA4).
This initial diagnosis allowed us to identify the limitations of the previous analytical system and to establish a clear plan for its renewal.
2. Measurement Strategy and Analytical Design
We developed a highly customized measurement strategy prepared to support the analytical needs of each UAM department.
We created more than 15 properties in GA4, some for general UAM departments (Communication, Libraries, etc) and others for each of the faculties (Sciences, Economics, Law, Medicine, etc).
In some properties we add up to 25 views, each configured to capture and analyze the specific data flow of different segments of UAM.es.
3. Implementation and Advanced Configuration
We performed the advanced integration and configuration of GA4 and Google Tag Manager (GTM).
We created a structure capable of categorizing more than 3 million monthly events, providing actionable and detailed insights to the UAM team (interactions, clicks, scrolls, form events, document downloads, etc).
Other actions performed in this phase:
We created a structure capable of categorizing more than 3 million monthly events, providing actionable and detailed insights to the UAM team (interactions, clicks, scrolls, form events, document downloads, etc).
Other actions performed in this phase:
Tracking tests and conversion events.
Integration and configuration of maps and ad-hoc reports.
GA4 library customization.
4. Technical SEO Audit - Onsite
In addition, we performed a Technical and Onsite SEO audit on UAM.es, to identify bottlenecks in indexing, sitemaps, internal linking, WPO and site structure.
Given the large volume of indexed pages (more than 150,000), we had to combine different SEO Crawling tools, such as: Site Bulb, Screaming Frog or Ahrefs.
We audit more than 100 technical, relevance/authority and content/architecture points.
We filter groups of "core" URLs with lists of incidents sorted by priority and typology.
5. Training, Delivery and Ongoing Support
Throughout the project we conducted intensive training sessions (face-to-face and telematic) with the marketing and communication teams of the UAM.
Summary of impact achieved
Complete transformation of UAM's analytics system, replacing outdated UA infrastructure with GA4.
Significant improvements in categorization, tracking capability and large-scale data analysis through advanced GA4 and GTM configuration:
Significant improvements in categorization, tracking capability and large-scale data analysis through advanced GA4 and GTM configuration:
150,000 indexed pages.
300,000 users.
500,000 monthly visits.
3 million analytical events per month.
Creation and configuration of more than 15 properties in GA4.
Up to 25 custom views on some properties for segmented analysis.
SEO crawling on more than 150,000 indexed pages.
More than 100 points audited (Technical / Relevance / Authority).
Intensive training of the client's marketing and communication teams, ensuring the effectiveness and sustainability of the implemented analytical strategy.
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