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The Ultimate Guide to Google Data Studio in 2020

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The Ultimate Guide to Google Data Studio in 2020

Having the ability to visualize data helps you unlock invaluable insights for better decision-making in your business and gives you a serious advantage when it comes to getting competitive opportunities.

While many tools can help you visualize data, none compare to Google Data Studio, which is entirely free and accessible to all (even if you don’t have any data of your own!). Like most Google tools, Data Studio can be hard to master, but it’s well worth it. Once you’ve gotten comfortable with its features, you can use it to create stunning and informative reports for your clients, coworkers, or leadership team.

This guide will walk you through the most useful Data Studio tools. We’ll start with the basics before moving into the intermediate features. Finally, we’ll go over the advanced options.

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1. Log into Data Studio

To log in to Data Studio, you’ll need a Google account — I recommend using the same one as your Analytics, Search Console, and/or Google Ads account.

You’ll land on the Data Studio overview page. Click the “Home” tab to view your dashboard.

2. Explore the Data Studio Dashboard

how to use google data studio: explore dashboardIf you’ve used Google Docs, Sheets, or Drive before, this dashboard should look pretty familiar.

Reports

Here’s where you can access all of your reports (equivalent to a workbook in Tableau or Excel).

Notice that you can filter by who owns the report:

how to use google data studio: access reports

Data Sources

Data sources list all the connections you’ve created between Data Studio and your original data sources.

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Data Studio currently supports 500+ data sources. Below are the most popular sources:

If you’re using Google Analytics and/or Search Console (which I highly recommend), you’ll need to individually connect each view and property, respectively.

So if you have three GA views for three different subdomains, you’ll need to set up three separate data sources.

Explorer

Explorer is an experimental tool that lets you experiment or tweak a chart without modifying your report itself.

For instance, let’s say you’ve created a table in Data Studio that shows the top landing pages by conversion rate. While looking at this table, you think, “Huh, I wonder what I’d find if I added average page load time.”

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You don’t want to edit the chart in the report, so you export it into Labs — where you can tweak it to your heart’s content. If you decide the new chart is valuable, it’s easy to export it back into the report. (Jump to the section where I explain how.)

Report Gallery

The report gallery is a collection of templates and examples you can use depending on your business needs.

how to use google data studio: explore report gallery

For instance, if you run an ecommerce store, the ecommerce revenue template would be very useful.

Connect to Data

And here’s where you add data sources. (You can also add sources within a report itself.) Let’s add our first source.

How to Connect Data Sources to Google Data Studio

Here’s a step-by-step guide on how to connect data sources to Google Data Studio.

1. Start with Analytics or Search Console.

how to connect data sources to google data studio: analytics

In this example, I’ll connect Analytics — however, the process is nearly identical for other sources.

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If you want to follow along exactly with what I’m doing, connect the Google Analytics Demo Account for the Google Merchandise Store.

You’ll be prompted to authorize the connection. Once you’ve done that, you’ll need to select an account, property, and view.

how to connect data sources to google data studio:  select property

You’ll be presented with something like the view below: a list of every field in your Analytics account (both the standard ones and the ones you’ve added).

how to connect data sources to google data studio: fields

Does this feel overwhelming? Yep, same here.

We could do a lot in this step — add new fields, duplicate existing ones, turn them off, change field values, etc. But, of course, we could also do all those things in the report itself, and it’s much easier there. So let’s do that.

2. Click “Create Report” in the upper right.

Data Studio will ask if you want to add a new data source to the report; yes, you do.

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how to connect data sources to google data studio: create reportHere’s what you’ll see. It’s pretty spartan, but not for long!

3. Click “Add a chart” in the toolbar.

It’s time to add your very first chart. The good news is that data Studio makes it easy to compare chart types with some handy illustrations.

how to connect data sources to google data studio: add chart

4. Choose the first option under “Time series.”

For the purpose of this tutorial, we’ll start with a “Time series” chart. This chart type shows change over time. Once it appears on your report, the right-hand pane will change. Here’s what you should see:

how to connect data sources to google data studio: time series

By default, the dimension is “Date”; you can change this to any of the time-based dimensions, including “Year,” “Hour,” etc.

I will stick with “Date” because the Demo Account doesn’t have a lot of historical data.

Data Studio will automatically select a metric (i.e., what’s displayed on the Y-axis) for you. Feel free to change this; for instance, it defaulted to “Pageviews” for me, but I’d rather see “Revenue per user.”

how to connect data sources to google data studio: chart example

5. Add another metric.

First, make sure you’ve selected the chart, so you see the pane on the right:

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how to connect data sources to google data studio: add metric

You have two options for adding a metric (or dimension).

You can click the blue plus-sign icon — which will bring up a search box so you can find the field you want — or you can drag a field from the right into the metric section.

To delete a metric, simply hover over it with your mouse and click the white “x” that appears.

6. To add a table, choose the third option under “Add a chart.”

how to connect data sources to google data studio: add table

My chart defaults to Medium (for dimension) and Pageviews (for metric), so I change it to Product and Unique Purchases.

And I think this table’s formatting could use some work.

Change the “Rows per page” from 100 to 20 (much easier to read) and check the box for adding a Summary row.

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how to connect data sources to google data studio: rows

7. Finally, click “Style” to go to the style tab.

Scroll down and select “Add border shadow.” This is one of my favorite ways to make a data visualization pop off the page.

how to connect data sources to google data studio: add style

8. To see the finished product, click “View” in the top corner.

This transitions you from Editor to Viewer mode.

Voila!

how to connect data sources to google data studio: finished product

9. Click “Edit” to finish up and name the report.

Double-click the title (right now, it’s “Untitled Report”) to change it.

how to connect data sources to google data studio: report name

And with that, the first report is officially done. Click that familiar icon above the Chart Editor and add some email addresses to share your report.

Okay, don’t share the report just yet because I’m about to reveal the secrets that’ll help you seriously upgrade it.

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Google Data Studio Tutorial

  1. Use templates.
  2. Publish your report.
  3. Connect to 150+ sources.
  4. Create your own report theme.
  5. Embed external content.
  6. Send scheduled reports.
  7. Download reports.
  8. Embed reports.
  9. Add a date range.
  10. Add filter controls.
  11. Create interactive chart filters.
  12. Add data control.
  13. Add a dimension breakdown.
  14. Use Data Studio Explorer (Labs).
  15. Create report-level filters.
  16. Create blended fields.
  17. Blend your data source with itself.
  18. Create a basic calculated field.
  19. Creating an advanced calculated field.
  20. Create a calculated blended field.

Beginner Google Data Studio Tips

1. Use templates.

There’s no need to reinvent the wheel. If you’re not sure where to start with Data Studio, I recommend browsing through their templates for inspiration.

google data studio tips: use template

Pay attention to the report’s creator. Many templates were built by the Data Studio team; you can find them all in the “Marketing Templates” section. But there are also 45+ user submissions located in the “Community” section. A few of my favorite templates:

There are also a bunch of fun, non-marketing templates in the gallery (found in the “Featured” section), like F1: How Important Is the First Race? and Star Wars: Data from a galaxy far, far away. Definitely take a look if you’re curious to see the full potential of GSD unleashed.

2. Publish your report.

Want to show off your superior analytics and data visualization skills to the world? Submit your report to this gallery using this Google form.

Read over the full instructions at this link, but here’s what I’d keep in mind:

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  • Don’t share sensitive information. I recommend creating a report with publicly accessible data, so there’s absolutely no chance you get in trouble for sharing data you don’t own. (Pro tip: recreate one of your existing company reports with dummy data from one of Google’s sample data sets!)
  • Make it awesome. The public reports are impressive, so don’t hold back with design, features, and so on.
  • Add context. Provide on-page explanations of what you’re measuring or monitoring with captions, instructions, maybe even a video of you walking through the report.

3. Connect to 150+ data sources.

As I mentioned, you can bring data from Google-owned sources into Data Studio, including Search Console, Google Ads, YouTube, and Campaign Manager.

But that’s just the tip of the iceberg. There are also more than 120 partner connectors — essentially, third-party bridges between Data Studio and platforms like Adobe Analytics, AdRoll, Asana, Amazon Ads, and AdStage (and that’s just the As).

Check out all the options here.

google data studio tips: connect to sources

4. Create your own report theme.

Whether your report is meant for internal stakeholders, like the leadership team, or external ones, like clients, it’ll be more effective if it looks good.

To adjust the report’s style and formatting, click the Layout and theme option in the toolbar.

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Any changes here will apply across the report—meaning you only need to pick fonts, colors, etc., once versus every time, you add a new module to the report.

google data studio tips: create theme button

Data Studio comes with two built-in themes: simple and simple dark. But it’s easy to create your own — and the results are way more impressive.

google data studio tips: theme options

Click on “Customize.”

Use your brand style guide to choose primary and secondary colors, fonts, and text color. You might need to get creative here; HubSpot uses Avenir Next, which Data Studio doesn’t offer, so I went with its cousin Raleway.

If you’re creating a report for a client and don’t know their hex codes, Seer Interactive’s Michelle Noonan has an excellent tip: use a free color picker tool to identify what they’re using on their website.

You can also create a custom chart palette in this tab and edit the border and background settings.

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5. Embed external content.

Just like you can bring your report to the wider world, you can also bring the wider world to your report.

You can insert Google Docs, Google Sheets, YouTube videos, and even live webpages with the URL embed feature. Embedded content is interactive, so it’s far more powerful than a screenshot.

Click “URL embed.” in the navigation bar to add content.

google data studio tips: add embed content

From there, simply paste the URL. Next, you may need to resize the box that appears to fit your content’s entire length and width.

The options here are pretty endless. One of my favorite ways to use this feature is to embed a Google Form gauging how helpful the report was for my audience:

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google data studio tips: embed content example

If a section of the report needs extra context (or my viewers aren’t that technical), I’ll add a short video explaining what they’re looking at and how to interpret the results.

To personalize a report for a client, I’ll add the URL of their website, blog, and/or whatever pages they hired me to create or improve.

And for the HubSpot blogging team, I’ll add the latest version of the Search Insights Report so they can compare our progress to the results.

6. Send scheduled reports.

If you have a group of stakeholders that need to see your report regularly, consider using Data Studio’s “scheduled report” feature.

Click on the drop-down menu beside the “Share” button and select “Schedule email delivery.”

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google data studio tips: schedule email delivery

First, enter your recipients’ email addresses, then choose a schedule, whether daily, every Monday, or every month.

This is particularly handy when working with customers, since you may not want to give them access to the live report.

7. Download the report as a PDF.

Alternatively, you can download your report as a PDF. This is helpful for one-off situations, like if your boss asks for a status report or your client wants to know how an ad has performed so far this month.

To download the file, click “download” on the drop-down menu.

google data studio tips: download reportData Studio gives the option of downloading your current page or the entire report. You can even add a link back to the report so your audience can dig in deeper if they’d like and add password protection to ensure your data stays safe.

google data studio tips: pdf download options

8. Embed reports.

You can even display your report on your company website or personal portfolio—which can be a great way to highlight the results you’ve gotten for a client or project.

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Click the brackets icon in the upper navigation bar.

google data studio tips: embed report button

This box will pop up:

google data studio tips: embed reports

Adjust the width and the height as needed, and you’re good to go.

Intermediate Google Data Studio Tips

9. Add a date range.

Give your viewers more freedom by letting them select which dates they’d like to see information for.

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For example, my reports always default to the last 30 days, but if one of HubSpot’s blog editors wants to see how their property performed in the previous calendar month, the date range controls let them adjust the report.

They can choose from predefined options, like “yesterday,” “last seven days,” “year to date,” etc., or pick a custom period.

To enable this, first navigate to the page you want to give users date control. Next, click on the drop-down menu by “Add a control.” Next, click “Date range” from the toolbar.

google data studio tips: date range control

A box will appear on your report. Drag it into the position you want — I recommend somewhere in the upper right or left corner, so your audience sees it first — and adjust the size if necessary.

google data studio tips: date range exampleClicking this module will bring up a panel to the left of your report called Date Range Properties. Set the default date range to “Auto date range,” if it isn’t already.

google data studio tips: date range properties

If your viewers select a date range using the date range widget, every report on the page will automatically update to that period.

There are two ways to override this:

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  • Set a time period within a specific chart. That time period will always supersede the date range control.
  • Group the charts you want to be affected by the date range control with the module. Select the chart(s) and the box, then choose Arrange > Group.

google data studio tips: group charts

Now, only the chart(s) in this group will update when someone adjusts the date range.

Make sure this setting is clear to your viewers — otherwise, they’ll probably assume all the charts they’re looking at on their current page are using the same time period.

10. Add filter controls.

Give your audience even more flexibility with filter controls. Like the date range control, a filter applies its settings to every report on the page. So if, for example, someone filtered out everything besides organic traffic, all the reports on that page would show data for organic traffic specifically.

Add a filter control by clicking this icon in the toolbar.

google data studio tips: add filter controls

The filter will appear on the report page. Resize it and drag it into the position you want. While it’s selected, you should see a panel on the left-hand side:

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google data studio tips: panel

In the data tab, pick which dimension you want viewers to filter. These dimensions come from your data source — in this example, I’ve chosen Traffic Type.

The metric part is optional. If it’s checked, viewers will see the values for each dimension sub-category in the filter. (This will make more sense once you see the screenshot below.) They can sort by these values, but they can’t filter by a metric.

You can add an additional filter to your filter control. For example, if you’ve added a filter for Source / Medium, you may want to exclude the “Baidu /organic” filter, so your viewers don’t see that as an option.

google data studio tips: additional filter controlCustomize your filter control’s formatting and appearance in the style tab. You have a few options: list/check all that apply filters, like this one:

google data studio tips: filter formatting

Or “search all” filters, which allow your viewers to search by numeric and text terms using operators like >=, and <, or “equals,” “contains,” etc., respectively.

This can be a hassle for the people reading the report—plus, they need to be somewhat comfortable with search operators. So, unless your filter dimensions have 10,000 values (unlikely), stick with the list filter.

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11. Create interactive chart filters.

Want to make it even easier for your audience to filter the charts in your report? Create responsive chart filters.

This sounds fancy, but it simply means selecting a dimension in a chart will filter all the charts on that page for that dimension.

For instance, if you click on “organic” in this chart, the other charts on the page will update to show data for organic traffic only — just like you’d applied a traditional filter control.

google data studio tips: interactive chart filters

You can also create chart controls for time, line, and area charts. For example, if a user highlights say, January through March on a time chart, the other charts on the page will show data for January through March as well — just like date range control.

And also, just like filter controls, you can group chart controls.

To enable chart control, select the appropriate chart. In the right-hand panel, scroll to the bottom and check the box labeled “Apply filter.”

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google data studio tips: apply filterAdd a caption next to charts that support interactive filtering, so your viewers know it’s an option:

google data studio tips: caption example

12. Add a data control.

Data controls may just be one of the coolest Data Studio features, full-stop. Place one of these bad boys on your report, and you’ll give viewers the ability to choose the source of the data being piped into your charts.

This is a game-changer for anyone managing a complex property or working with multiple stakeholders.

For instance, imagine you’re the admin of HubSpot’s Google Analytics account. You create a Data Studio report monitoring key website performance indicators, like average page speed, number of non-200 response codes, number of redirect chains, and so on.

You share this report with the blogging team, who has access to the Google Analytics view for blog.hubspot.com. (Need a refresher on how views and permissions work? Check out our ultimate guide to Google Analytics.)

You also share the report with the Academy team, who has access to the GA view for academy.hubspot.com, and the Leads Optimization team, who has access to offers.hubspot.com.

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To see this report populated with the relevant data, these teams simply need to select their view from the “data source” drop-down, and voila — all the charts will update automatically.

Pretty nifty, right?

google data studio tips: data control

Not only does this save you from rebuilding the same report for different groups, but it also means you don’t need to worry about accidentally sharing sensitive or confidential information. Each viewer can only select data sources they’ve been granted access to.

You can include multiple data controls in a single report.

Add the data control widget to your report by clicking this icon:

google data studio tips: data control buttonThen choose which primary source you’d like viewers to pull from:

google data studio tips: data control source

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13. Add a dimension breakdown.

Instead of telling you what a dimension breakdown is, it’s easier to show you how it works.

Suppose we want to see users by source. To find out, we create a simple bar chart.

google data studio tips: bar chart

This is interesting — yet there’s some context missing. For example, is all of that organic traffic coming from Google? (Since this is U.S. data, probably, but imagine creating the same chart for China or Japan, where Baidu and Yahoo have a far greater presence.)

What about referral traffic? Clearly, we’re getting a significant number of users from referral links; is a single source driving most of them, or is it distributed fairly equally across a wide variety of sources?

We could create separate bar charts for each source — first filtering by medium and then making the dimension “Source” and the metric “Users.”

Or we could click a single button and have Data Studio do it for us.

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Under Breakdown Dimension, click “Add dimension.”

google data studio tips: bar chart dimensions

Add “Source.”

Here’s what you should see:

google data studio tips: bar chart

Pretty sure my former Data Analytics professor would cry if he saw this. But don’t worry, we’re not done yet.

Jump over to the “Style” tab and check the box “Stacked bars” to turn your regular bar chart into a stacked bar chart (you should see the chart type update accordingly).

Data Studio will automatically make your bar charts “100% stacking,” meaning that every bar will go to the top of the chart. However, this style is misleading — for example, here, it suggests every medium drove the same number of users.

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Uncheck this box.

google data studio tips: stacked barsNow check it out:

google data studio tips: complete stacked bars chart

14. Use Data Studio Explorer (Labs).

To bring any chart into Explorer, mouse over the space next to its top-right corner. You’ll see three vertically-stacked dots appear; click them.

google data studio tips: data studio explorer

Select “Explore (Labs).”

You’ll see something like this:

google data studio tips: explorer view

You can toggle between different visualizations; add and remove dimensions and metrics; change the date range, and apply segments.

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Note: Unlike every other Google tool out there, Explorer does not automatically save your work.

To preserve your chart, click the “Save” button on the top nav bar (to the left of your profile icon). Once you do that, your Explorer “report” will be saved in the Explorer section of your dashboard. In addition, every change you make will be saved by default.

Speaking of that dashboard, if you prefer, you can also start with Explorer (rather than a Data Studio report). Go to your Data Studio dashboard and select “Explorer (Labs)” in the left-hand menu.

google data studio tips: explorer plus button

Add a new data source by clicking the blue button in the lower right corner.

At first, Explorer confused me. It feels very similar to the core Data Studio — what was the point of having both?

However, after spending some time in Explorer, I’ve come to appreciate its unique value.

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Unlike Data Studio, any modifications you make to a chart in Explorer are temporary. That means it’s a great place to dig into your data and try out different ways of visualizing it without making any permanent changes. Then, once you’re happy with your chart, simply export it back into Data Studio.

To do this, click the small sharing icon in the top navigation bar.

google data studio tips: share

Then choose whether to add your Explorer work into a new or existing Data Studio report.

Advanced Google Data Studio Tips

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15. Create report-level filters.

By default, a filter applies to every chart on that page. But what if the viewer goes to the next page? The filter won’t go with them.

This is confusing for non-technical folks and inconvenient for data-savvy ones. To bring a filter up from page-level to report-level, simply right-click on it and select “Make report-level.”

google data studio tips: make report level

16. Create blended fields.

Data Studio is powerful because you can bring in 400+ sources of data into a single report. But, thanks to a new feature, blended sources, it just got even mightier.

Heads up: this will get a little technical. Stay with me, and I promise it’ll be worth it.

If you’re familiar with JOIN clauses in SQL, you’ll understand data blending right away. No idea what SQL is? Not a problem.

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The best way to think about blending data is with a Venn Diagram. You have two data sets. Each data set has unique information — e.g., such as the data living in the green and blue areas.

google data studio tips: blended fields illustration

But they have (at least) one data point in common: the information in the blue-green overlap section.

This shared data point is known as a key. If your data sets do not have a key, they’re not blendable.

For example, suppose you want to compare how users behave on your website versus your app. The key is the user ID, a custom dimension you’ve created in Google Analytics that your app analytics software also uses. (Note: The key doesn’t need to have the same name in both data sources; it just needs to have identical values.)

You blend your website behavior report from GA with your app usage report. This gives you all the records from the first report along with any matching ones from the second; in other words, if a user has visited the site and used the app, they’ll be included.

However, if they only used the app but didn’t visit the site, they will not be included in the new blended data.

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This is known as a LEFT OUTER JOIN. (To learn more, check out this W3Schools primer.) Why do you care? Because the order of your data sources matters.

Put your primary data source first — e.g., the one where you want all the values, regardless of whether there’s a match in your second source.

Now that we’ve gotten all that out of the way, let’s set up a blended field.

First, add a chart to your report.

google data studio tips: blend data button

Click on “Blend Data.”

This panel will pop up:

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google data studio tips: blend data panel

Select your first data source on the left. Remember, this is the primary data source. Then add your second data source. Data Studio lets you add up to five data sources in a chart, but let’s stick to two for now.

Now pick your join key(s). If the field exists in both sources, it will turn green. If it doesn’t exist, you’ll see this:

google data studio tips: join keys

Remember that the key acts as a filter for the second data source. So in this example, only records that match the landing page from the GA view for hubspot.com will be pulled from Google Search Console.

Choosing multiple keys will further limit the number of records pulled from the second data source.

Once you’ve picked your join key(s), the rest of the process should feel familiar.

Pick the dimensions and metrics you want to see for your first data source. Then do the same for your second.

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You can also limit the results by adding a filter or date range (or for GA sources, segments). Filters, date ranges, and segments applied to the left-most data source will carry over to the other data sources.

Once you’ve finished customizing the report, click “Save.” Congrats: you just created your first blended data chart!

If you find it easier to create two separate charts and then combine them, Data Studio offers a great shortcut.

Just select both charts, right-click, and choose “Blend data.”

google data studio tips: blend data buttonUnfortunately, Data Studio can get confused pretty quickly, so I’d still make an effort to learn how to blend data using the right-hand pane.

17. Blend your data source with itself.

Try this workaround if you’re bumping into limitations with your data source connectors: blend a data source with itself.

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To give you an idea, the GA data connector only lets you add one “active user” metric to a chart, so there’s no way to see 1 Day Active Users, 7 Day Active Users, and 28 Day Active Users on the same chart… unless you blend your Google Analytics data source with itself.

Follow the same instructions as above, but instead of picking a new source for your second data source, just select the first one again.

And since all of the fields are identical, you can pick whichever join key you’d like.

google data studio tips: blending data source with itself

This option is also perfect when comparing trends across two-plus subdomains or segments.

For instance, I wanted to look at organic users for the HubSpot Blog (blog.hubspot.com) and primary site (www.hubspot.com) at the same time.

This helps me figure out if we’re growing search traffic across the board. It’s also helpful when traffic decreases — have rankings dropped site-wide, or just for the blog (or the site)?

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However, you can’t add two separate “user” metrics to a chart at once… unless, of course, you’re blending data.

Create a new blended data source (following the same process as above) to set this up.

Add your first view to the left-most column, your second view to the following column, and so on.

Note: Make sure you’re choosing views with mutually exclusive data. In other words, I wouldn’t want to use “blog.hubspot.com” as my first source and “blog.hubspot.com/marketing” as my second source because all the data for the blog.hubspot.com/marketing view is included in the blog.hubspot.com one.

Because of that overlap, we wouldn’t be able to spot trends clearly.

google data studio tips: choosing data sources for blending dataUse “Date” as the join key.

google data studio tips: join key

I added the organic traffic segment to both sources, but you can choose whichever segment you’re interested in (paid traffic, social traffic, etc.) Or leave it off entirely! Tons of possibilities here.

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In fact, here are some additional ideas for blending a source with itself:

  • Compare two-plus custom segments
  • Compare two-plus landing pages
  • Compare two-plus goal completions

18. Create a basic calculated field.

When your existing data doesn’t give you enough information, it’s time to create a calculated field.

Calculated fields take your data and, as their name suggests, makes calculations.

It’s probably easiest to explain with an example.

Let’s say you want to look at the average number of transactions per user. You can create a calculated field that takes the metric “Transactions” and divides it by the metric “Users.”

Once this field has been created, it’ll be updated automatically — so you can change the chart’s time range, dimensions, etc., and the average transactions per user data will update accordingly.

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There are two ways to create a calculated field.

Create a data-source calculated field

This option makes the field available in any report that uses that data source.

It’ll also be available as a filter control or in new calculated fields (like calculated field inception).

Obviously, this is a good option if you plan on using this custom metric more than once. The only caveat — you must have edit rights to the original data source. You also can’t use a data source calculated field with blended data.

To create a data-source calculated field, add a chart to your Data Studio dashboard, then choose the data source you want to derive your new field from.

Click “Add a new field” in the lower left-hand corner.

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google data studio tips: create new field

(You can also do this by clicking the pencil next to the data source and then selecting “Add a field” in the upper right corner of your field menu.)

google data studio tips: add field button

Use the left menu to search for the metrics you need; click one to add it to the formula.

If the formula has an error, a notification will appear in red underneath the editor explaining where you went wrong.

If your formula works, you’ll get a green checkmark.

google data studio tips: green checkmark

Click “Save” to add your new field to the data source.

And don’t forget to name yours — which I forgot to do. 🙂

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Now you can add this calculated field to any chart just like a regular field.

Create a chart-level calculated field

For this option, you’ll only be able to use the field for that specific report.

This option is a little easier because all the limitations of the other type are reversed.

While you can’t use a chart-level calculated field in another chart, filter control, or additional calculated field, you don’t need edit rights to the original data.

You can also use a chart-specific calculated field for data blending, which we’ll cover in the next step.

To create a chart-level calculated field, simply click “Add a field” underneath the existing dimension(s) and metric(s) you’ve selected.

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google data studio tips: add dimension and add metricWhen you choose to add a new field, this pane will pop up:

google data studio tips: add new field pane

From here, enter the formula for your new field — simply typing in the name of your desired metric will trigger a menu of options — and click “Apply.”

Your new field will be added to the chart.

Loves Data’s Benjamin Mangold has an excellent round-up of sample calculated metrics, including:

  • Average goal completions per user
  • Non-bounce rate
  • Pageviews per transaction
  • Value per session

You can check it out for inspiration.

If you want a little practice before you start going to town on your own data, Google offers a handy sample exercise.

19. Create an advanced calculated field.

Okay, so there’s a lot you can do with simple algebraic calculated fields. But there’s even more you can do once you introduce functions and RegEx.

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Don’t be scared off! We’ll walk through these step-by-step.

If you’re comfortable with Google Sheets and/or Excel functions, you already know how to use functions in Data Studio.

For instance, let’s say that you majored in English, and it’s always bothered you that “Source” in Google Analytics is lower-case.

You can use the UPPER function to transform Source into all upper-case.

Simply click “Add dimension” > “Create new field.”

google data studio tips: create new fieldThen enter the UPPER formula:

google data studio tips: upper formula

As Google Sheets expert Ben Collins points out, this trick will also standardize any custom naming; for example, if some people on your team used “chat” for a campaign, and others used “Chat,” the UPPER function will aggregate both together.

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Perhaps you want to create a new field for city and country.

Just click “Add dimension” (since city and state are categorical, not quantitative, variables) > “Create field.”

Then use the CONCATENATE function to smush together the City and Country fields.

Screen Shot 2019-05-08 at 5.43.36 PM

Check out the complete list of functions Data Studio supports.

One of the niftiest is CASE. If you’re unfamiliar, it’s essentially an IF/THEN statement. This function lets you create custom groupings.

For example, let’s say you’re looking at the table we created in the last step:

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google data studio tips: table example

Here, Data Studio is treating Facebook mobile traffic (m.facebook.com) and desktop traffic (Facebook) as two different sources. There’s also l.facebook.com — desktop traffic coming via a link shim, which Facebook implemented in 2008 to protect users from potential spam. What if you want to combine all Facebook traffic into a single source?

A CASE formula solves this issue neatly. Here’s the formula:

CASE

WHEN condition THEN result

WHEN condition THEN result

ELSE result

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END

You can have one condition (like the example below) or several. The ELSE argument is optional, so feel free to leave it out if you don’t need it.

Here’s the formula we’ll use to group Facebook traffic:

CASE

WHEN REGEXP_MATCH(Source,”^(l.facebook.com|m.facebook.com|facebook.com)$”) THEN “Facebook”

END

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This formula tells Data Studio, “If the source matches l.facebook.com, m.facebook.com, or facebook.com, call it ‘Facebook.’”

To add a CASE formula, you must be able to edit the data source.

Click the pencil icon next to your source to bring up the data field editor.

Then click “Add a new field” in the upper right corner.

Enter your formula.

google data studio tips: formula

If the formula works, you’ll see a green checkmark. Give your new field a name and click “Save.” Now you can add this field to any chart or data viz that uses this data source.

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You might be thinking, “Okay, great, but was that formula written in Klingon? How do I come up with my own?”

Don’t know RegEx? No problem! This blog post has five formulas to get you started.

20. Create a calculated blended field.

This is the pinnacle of Data Studio mastery, requiring all the skills you’ve already learned and a hefty dose of luck — just kidding, it’s super easy.

Create a blended data source per usual.

In this example, I blended together the GA views for www.hubspot.com and blog.hubspot.com.google data studio tips: blended field

Then click “Add metric” > “Add new field” as you would to create a normal calculated field.

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Enter your formula.

I wanted to see “Total Users” (i.e., users from www.hubspot.com plus users from blog.hubspot.com), which is a simple calculation:

google data studio tips: calculation blended field

Note: It can get a bit hairy here if you’re using two different fields with the same name, as I’m doing here. Sometimes Data Studio is smart enough to recognize the difference, and sometimes it’s not.

If you run into issues, I recommend editing the name of one or both fields in the original data source(s), which you can do at any time by clicking the pencil next to the blended data source.

Then click the pencil next to the field name you want to change.

google data studio tips: editing name of fieldsThis pane will appear; edit the title accordingly.

google data studio tips: editing paneThen click “Save” and go back to your calculated field to update the formula:

google data studio tips: update the formulaDone! I can now see both in my report.

Google Data Studio is the Best Way to Visualize Your Data

Now that you know Data Studio inside and out, you’re well-prepared to create stunning interactive reports for your coworkers, clients, and executives. Use the tips I shared above to make the most of it and successfully show the ROI of your marketing efforts.

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Editor’s note: This post was originally published in October 2018 and has been updated for comprehensiveness.

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Ecommerce evolution: Blurring the lines between B2B and B2C

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Ecommerce evolution: Blurring the lines between B2B and B2C

Understanding convergence 

B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers. 

However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated. 

Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)

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What’s driving this change? 

Ever increasing customer expectations  

Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels.

Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels

Technology and omnichannel strategies

Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores. 

However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition.  Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery

“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.

And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.” 

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If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space

Joe Albrecht
CEO/Managing Partner, XNGAGE

Increasing complexity 

Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs. 

How to win

Here are a few ways companies can get ahead of the game:

Adopt B2C-like features in B2B platforms

User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.  

According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales. 

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Focus on personalization and customer experience

B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.

Related: Redefining personalization for B2B commerce

Market based on customer insights

Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable. 

What’s next? 

The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business). 

Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape: 

  • Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence. 
  • Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it. 
  • Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms. 
  • Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
  • Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
  • Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
  • Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
  • Monitor and evaluate your convergence efforts, and adapt and improve them as needed. 

By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves. 

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Streamlining Processes for Increased Efficiency and Results

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Streamlining Processes for Increased Efficiency and Results

How can businesses succeed nowadays when technology rules?  With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.

So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.

Benefits of automation marketing automation to boost your efforts

First, let’s explore the benefits of marketing automation to supercharge your efforts:

 Marketing automation simplifies repetitive tasks, saving time and effort.

With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.

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Automation allows for precise targeting, reaching the right audience with personalized messages.

With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp

within seconds once a potential customer expresses interest in your business.

Increases ROI

By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.

Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.

Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business

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How marketing automation can simplify operations and increase efficiency

Understanding the Change

Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.

One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.

The Emergence of AI-Powered Automation

In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.

Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.

Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.

Personalization on a Large Scale

Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.  

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This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience.  As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.

Integration Across Channels

Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.

Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.

The Human Element

While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.

Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.

Conclusion

The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.

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As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.

By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.

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Will Google Buy HubSpot? | Content Marketing Institute

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Why Marketers Should Care About Google’s Potential HubSpot Acquisition

Google + HubSpot. Is it a thing?

This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.

The prospect dismayed some. It delighted others.

But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?

Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:

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Why Alphabet may want HubSpot

Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.

The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.

If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.

At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?

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At a second glance, it makes a ton of sense.

I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.

All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.

Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.

Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.

When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.

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What acquisition could mean for HubSpot customers

I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).

Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.

The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.

But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.

Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.

What marketers should realize

So, what’s my takeaway?

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It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.

The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.

It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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