Getting Started with Google Data Studio

Google Data Studio – The New Generation of Analysis

Analyses that are created in a plausible and valid way form the basis for actionable recommendations. Additionally, reports showcase successes or failures and allow tracking of developments. Questions about feedback on an article publication or sales figures in an online store can be summarized and visualized in reports. With Google Data Studio, you have the opportunity to merge your marketing report with figures from different sources into a document and customize it individually.

Google Data Studio – Manage All Figures in One Tool

Since the end of 2016, Google Data Studio has been available as a practical tool from the Google Marketing Platform. The ability to integrate multiple data sources into one report makes it easier to create comprehensive reports. Those who currently complete their reporting with different data themselves can save the tedious step of using Excel or other spreadsheet programs by using Google Data Studio.

Even though we are only providing a small insight into the capabilities of Google Data Studio, you should know that not only values from Google Analytics and Google Sheets can be imported, but also from the following sources:

Fig. 1: Screenshot of available data sources in Google Data Studio via Google Connectors in overview.

Currently, Google Data Studio offers the ability to connect to a specific data source (e.g., Google Analytics or Google Ads) through one of the 18 Google Connectors and integrate their data into the report without any additional effort.

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

Get Started and Create Your Custom Report

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

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

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

A blank page will now appear, which can be filled with the desired information.

Configure Data Source

Before you can start selecting the data source, you must switch to edit mode, as this is the only way you can work on the page. Figure 3 shows which button allows you to switch to edit mode.

Fig. 3: Button to switch to edit mode.

Then you can select the data source(s) to be used. Click on CREATE NEW DATA SOURCE at the bottom right of the screen so a new field opens listing the different data sources you can use.

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

A second option is linking with a Google Sheet. It is also possible to upload a sheet from Google Drive without any problem if the Google mail addresses match or editing permissions have been granted.

To do this, click as in the previous step on CREATE NEW DATA SOURCE, but this time select Google Sheets as the data source. You will then be shown an overview of the available sheets. Select the sheet you want to use for report creation. Once the desired data view or sheet is selected, confirm it via the blue CONNECT button at the top right of the screen.

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

For tables, ensure there is a column titled "Date" with dates/days listed below it. When configuring a table as a data source, it is essential to specify the date format correctly so it can be read correctly for setting a custom period and the filter functions properly. This might look as follows:

Fig. 4: The date format must be correctly set to be usable.

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

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

You will then be able to test the advanced functions individually and step by step. However, when using tables, you should carefully check that columns and the values they contain are displayed correctly. After activating the sources for the report, your empty sheet will show a subtle grid pattern that only serves for editing and will be hidden later. You can now begin compiling your report.

Merging Data

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

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

To merge data from several data sources, select Manage Merged Data under the Resource menu. In the newly opened window, select ADD DATA VIEW. Then choose 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 required for merging the data.

The advantage of merged data is that valuable relationships between different datasets can be identified without prior data editing in other programs.

SUBSCRIBE TO NEWSLETTER NOW

Selecting Some Elements

Data Studio offers several visualization elements 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 add it to the report. The selected chart will then be created with predefined axes and will appear in the report.

For a time series chart, the number of sessions over past days or a defined time interval is depicted by default, provided a data view from Google Analytics is selected as the source.

Fig. 6: Time series chart default settings

You can resize the chart to the desired size using the points at the sides and corners. On the right side of the screen, you have options in two tabs to adjust the chart's content and appearance.

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 y-axis metric here.

• Sort – if a bar chart is chosen, you can sort it by the metric or dimension.

• Default Date Range – select the interval you want to view.

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

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

Under Style, 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 the grid and axis display,

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

Now you know the most important options to adjust the content and appearance of the elements.

You can find more important symbols directly in the toolbar below the menu:

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

Looking at the symbols from left to right, they have the following functions:

Calendar Sheet

The first symbol in Fig. 7 is the calendar sheet and is one of the most important symbols for setting up time-bound reporting with Data Studio. Although you have already set a standard time period for the chart or table, this additional element allows you to select a specific period, similar to Google Analytics.

Fig. 8: Select time period

Fig. 9: Set the period to be viewed

After adjusting the period, which is only possible when you are not in edit mode, all numbers and displays on the page will automatically adjust.

Filter Control

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

Data Control

If you select the data control symbol, the viewer is offered the possibility to select the dataset to be used in the report.

Embedded URL

This symbol allows you to quickly and easily embed external content into 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

This symbol lets you add text, useful for brief explanations or simply for adding a headline.

Image

With the symbol (mountain on a dark background), you can insert an image. First, define the space on the sheet and then choose an image from your storage. A company logo makes your reporting look professional and recognizable.

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

Besides creating charts, the Add Chart option also allows the creation of tables. They summarize the data of the selected data source automatically. Each table row contains a summary for each combination of specified dimensions and metrics.

Data Studio tables can include up to ten dimensions and ten metrics. However, it is advisable not to exhaust this limit, as displaying such a large amount of data effectively can be challenging.

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

Thus, tables are a useful tool to clearly present and compare data. For example, using the Data Studio table in Figure 11, the performance of individual Google Ads campaigns can be compared, considering conversions and costs per conversion.

Create Additional Pages

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 described earlier. It is recommended to fill the pages according to specific criteria, e.g.,

1. Page: Successes in SEO

2. Page: Successes through Google Ads

3. Page: Sales

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

Fig. 12: Create pages in the report

Share or Save the Report

Once the report is completed, you can share it. Click on the person icon next to the EDIT button and enter all email addresses of the people you want to share the report with. It is also possible to copy the link and send it individually or bookmark it.

All persons to whom you grant access through the address entry can also edit the report. When sending the link, you can decide whether the recipient receives all permissions or is only authorized to read the report.

If you prefer to forward the report as a PDF instead of sharing it, you can download the report as a PDF under the File menu.

Fig. 13: Save a report as a PDF

Conclusion

Handling Data Studio is very intuitive. The symbols resemble those in other well-known Google services and text processing programs. With Google Data, you can view Google data with just a few clicks and then visualize the data. The tool thus enables high-quality data visualization both in 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 manager need, and what information is required in the marketing report? Create reports tailored to the departments in your company, for your own control, or for your client.

GET A QUOTE NOW

What Can We Do for You?

Do you want to delve deeper into the topic of web analytics and its evaluation? We are happy to assist you with advice and support.

Feel free to contact us via the Contact Form. We look forward to your inquiry.