Google Data Studio – The New Generation of Analysis

Analyses that are created plausibly and validly form the basis for actionable recommendations. Additionally, reporting highlights successes or failures and tracks developments. Questions about the response to an article publication or online shop sales can be summarized and visualized in reports. With Google Data Studio, you have the opportunity to compile your marketing report with numbers from various sources into a document and customize it.

Google Data Studio – Manage All Figures in One Tool

Since the end of 2016, Google Data Studio has been available as a practical tool on the Google Marketing Platform. The ability to integrate multiple data sources into one report simplifies the creation of extensive reports. For those who currently still complete their reporting manually with different data, Google Data Studio saves the effort of the intermediate step in Excel or other spreadsheet programs.

Even if we only provide a small insight into the capabilities of Google Data Studio, you should know that values from Google Analytics and Google Sheets, as well as from the following sources, can be imported:

Fig. 1: Screenshot of the available data sources in Google Data Studio via Google Connectors at a glance.

Currently, Google Data Studio offers the ability to establish a connection with a specific data source (such as Google Analytics or Google Ads) using one of the 18 Google Connectors, and integrate their data into the report effortlessly.

Furthermore, the Community Connectors program offers an additional 126 partner connectors for data import. Unlike Google Connectors, partner connectors are created and provided as part of the open-source project by Data Studio partners.

Get Started and Create Your Custom Report

If you want to start with Data Studio, visit the website "https://datastudio.google.com" and sign in with your Google account. The only requirement for use is having a verified Google account.

The following page will open, where you can create a new report by clicking on the plus.

Fig. 2: Create a new report in Google Data Studio.[/caption]

You will now see a blank page that can be populated with the desired information.

Configuring the Data Source

Before you can begin selecting the data source, you must switch to edit mode, as you can only work on the page in that mode. Figure 3 shows which button takes you to edit mode.

Fig. 3: Button to switch to edit mode.

You can then select the data source(s) to be used. Click on CREATE NEW DATA SOURCE in the lower right corner of the screen to open a new field listing the various data sources you can use.

When linking with data from other Google tools (e.g., Google Analytics), make sure you have admin rights in the corresponding tool with the Google account you used to log into Data Studio.

A second possible option is linking with a Google Sheet. Uploading a sheet from Google Drive is also possible without problems, as long as the Google email addresses match or edit permissions have been granted.

To do this, click on CREATE NEW DATA SOURCE as in the previous step, but this time select Google Sheets as the data source. You will then be presented with an overview of the available sheets. Choose the sheet you want to use to create the report. If the desired data view or sheet is selected, confirm this by clicking the blue CONNECT button in the upper right corner of the screen.

On the next step, you will see a table that includes all found dimensions and metrics. Here you can add additional fields for calculated metrics or rename the displayed fields individually.

For tables, make sure they include a column with the header "Date" that lists the dates/days below it. When configuring a table as a data source, it is crucial that the date format is specified correctly so it can be read correctly for setting an individual period, and the filter is applied correctly. This could look as follows:

Fig. 4: The date format must be set correctly so it can be used.

The example above is an export from Sistrix that shows the development of indexed URLs.

After verifying the dimensions and metrics, you can confirm the selection by pressing the blue ADD TO REPORT button.

You will then be able to test the advanced functions individually and step by step. When using tables, you should check carefully that the columns and the values contained within them are displayed correctly. Once you have activated the sources for the report, your blank sheet gets a subtle grid pattern, which is only for editing and will be hidden later. You can now start to compile your report.

Merging Data

In addition to using individual data sources, Google Data Studio also offers the option to combine data from multiple data sources.

Fig. 5: Screenshot of combined data showing the relationship between users and population figures of a region. Source: https://datastudio.google.com/

To combine data from multiple data sources, select Manage Merged Data under the Resource menu item. In the newly opened window, select Add Data View. Then select the desired data sources and a join key. The join key describes a set of dimensions that the chosen data sources have in common and is a prerequisite for merging the data.

The advantage of merged data is the ability to identify valuable relationships between different data sets without prior data processing in other programs.

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Select Some Elements

Data Studio offers users multiple elements for data visualization that can be used for the report:

Fig. 5: Adding charts in Data Studio[/caption]

Under Add Chart, you can insert line, bar, or pie charts among others. Click on one of the elements to insert it into the report. The selected chart will then be generated with predefined axes and appear in the report.

For a time series chart, the number of sessions in terms of past days or a set time interval is shown by default when a data view from Google Analytics is selected as the source.

Fig. 6: Time series chart default setting

You can resize the chart using the points on the sides and corners. On the right side of the screen, you have the option to adjust the content and appearance of the chart using two tabs.

The following options are offered in the Data section:

• Chart – allows you to change the chart type again.

• Data Source – if multiple data sources are configured, you can change them here.

• Dimension – Change the dimension of the x-axis here.

• Metric – Change the metric of the y-axis here.

• Sort – If you have chosen a bar chart, you can sort it by metric or dimension.

• Default Time Range – Choose the interval to be viewed.

• Filter – Here you can create and combine custom "Include" and "Exclude" filters.

• Google Analytics Segment – Activate here segments that are set up by default or individually in Analytics.

In the Style section, you can change the visual appearance. This includes:

• Color and thickness of the line,

• Whether a trend line should be displayed,

• Display when data in the series is missing,

• Placement of the legend,

• Settings for grid and axis display,

• Appearance and color of the background and border of the chart.

You now know the most important setting options to adjust the content and appearance of the elements.

Other important symbols can be found directly in the bar below the menu:

Fig. 7: Set text, image, and time period

The symbols, viewed from left to right in the following sequence, have the following functions:

Calendar Sheet

The first symbol in Fig. 7 is the calendar sheet and is therefore one of the most important symbols for creating a time-bound reporting with Data Studio. Although you have already set a default time range for the chart or table, you can, like in Google Analytics, select a specific time range with this additional element.

Fig. 8: Select time period

Fig. 9: Set the time period to be viewed

After adjusting the time period, which is only possible when not in edit mode, all numbers and representations on the page automatically adjust.

Filter Control

With the help of the filter control, you can select one or more dimension values by which the report should be filtered. This is particularly helpful if you want to restrict datasets to specific countries, for example. In this case, the filter control is based on the "Country" dimension.

Data Control

If you select the data control symbol, it offers viewers the opportunity to choose the dataset to be used in the report.

Embedded URL

This symbol allows you to quickly and easily embed external content in a report. After clicking the symbol, a white window opens that you can resize as desired. In the window on the right side of the screen, you can now enter the URL of the external content.

Text

With this symbol, you can insert text. It is helpful for brief explanations or simply to insert a heading.

Image

With the symbol (mountain on a dark background), you can insert an image. First, define the place on the sheet and then select an image from your storage. A company logo lends your reporting professionalism and a recognizable aspect.

Rectangle and Circle

The symbols allow you to insert rectangular or round shapes into the report. The rectangle is ideal as a background banner for the report header.

Fig. 10: Insert tables in Google Data Studio

In addition to creating charts, the Add Chart option also allows for table creation. They automatically summarize the data from the selected data source. Each table row contains a summary for each combination of the defined dimensions and metrics.

Data Studio tables can include up to ten dimensions and ten metrics. However, it is recommended not to push this limit, as it can be difficult to display such a large amount of data effectively.

Fig. 11: A Data Studio table with the dimension "Campaign" and the metrics "Conversions" and "Cost per Conversion"

Tables are thus a useful tool for presenting and comparing data clearly. As shown in Figure 11 of the Data Studio table, the performance of individual Google Ads campaigns can be compared, considering conversions and cost per conversion.

Create More Pages

In order to create a meaningful and clear report, one page is rarely sufficient. In Data Studio, you can insert unlimited additional pages, which can then be filled as previously described. It is recommended to populate the pages based on specific criteria. For example:

1. Page: Successes through SEO

2. Page: Successes through Google Ads

3. Page: Sales

The corresponding content should align with the goals and defined key figures. To create new pages, click the arrow in the navigation bar next to the page number and add a new page.

Fig. 12: Create pages in the report

Share or Save the Report

Once the report is finished, you can share it. To do this, click the person symbol next to the EDIT button and enter the email addresses of the people to whom you want to share the reporting. It is also possible to copy the link and send it individually or bookmark it.

Everyone you grant access to via email address can also edit the report. When sending the link, you can decide whether the recipient gets all permissions or is only authorized to view the report.

If you prefer not to share the report but rather forward it as a PDF, you can download the report as a PDF under the File menu item.

Fig. 13: Save the report as a PDF

Conclusion

The handling of Data Studio is very intuitive. The symbols resemble those in other well-known Google services and text editing programs. With Google Data, you can view and subsequently visualize Google data with just a few clicks. The tool thus enables high-quality data visualization both in terms of content and appearance.

Pay attention to your target audience. What information does the CEO want to extract from the analysis, which data does the e-commerce representative need, and what information is required in the marketing report? Create individually tailored and branded reports for your company's departments, your own control, or for your customer.

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