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Nine features your clients will dig


Google Data Studio reporting Nine features your clients will dig

30-second summary:

  • Clients and senior management want insights and not data
  • As SEOs and digital marketers we spend hours swimming in data but how do you get smart about your reporting?
  • Alex Medaward helps you use Google Data Studio features to transform boring and confusing data into meaningful, presentable, and interactive reports your clients will love

Google Data Studio is a powerful and versatile reporting tool that can be used to create insightful and visually appealing reports for your clients.

The “old school” way of reporting and sharing analytics with clients typically entails the long and tedious process of manually downloading analytics and search data, then filtering and formatting the data in a spreadsheet, creating visuals from scratch, and typing out insights.

A few hours later, you have a bunch of data that you then have to make presentable and easy-to-understand for clients.

Med Google Data Studio, you can easily create reports that are visually appealing and easy to understand.

You can even match all your colors and fonts to give your reports a more polished look.

Google Data Studio reports and dashboard

It’s easy to see, whether you’re an agency or freelancer, that the old way of reporting is not only time-consuming, but it’s also prone to extra confusion and questions from clients.

So much so, that you may even limit reporting altogether to top clients or retainers above a certain threshold.

Google Data Studio offers a much easier and faster way to create and even automate reports.

With Google Data Studio, you have a free and versatile dashboard to transform boring and confusing data into meaningful, presentable, and interactive reports your clients will love.

With Google Data Studio, you can easily create reports that are visually appealing and easy to understand. You can even match all your colors and fonts to give your reports a more polished look.

This way, you can spend more time on strategy and analys, and less time on data crunching.

1. Report on almost anything

First and foremost, google data studio allows you to connect to a variety of data sources, including google sheets, google analytics, and google ads.

Focusing on google analytics data, Google Data Studio gives you the ability to report on almost anything you can think of from your client’s website.

This includes website traffic, conversions, e-handel transactions, and even custom events.

The possibilities are endless!

Featured Google and partner connectors

  • Google Ads
  • Google Analytics
  • Google Search Console
  • Youtube Analytics
  • Facebook-annonser
  • Google Trender
  • Tick tack
  • SEMRush
  • Mailchimp
  • DCM (Campaign Manager 360)
  • SA360
  • DV 360 (Display and Video)
  • And 600+ more

2) Add custom graphs and charts that impress

Another great feature of google data studio is the ability to create custom graphs and charts.

This can be extremely helpful in conveying complex information in an easy-to-understand visual format.

Your clients are sure to appreciate being able to see the data that they care about most presented in a visually appealing way.

Create interactive and filterable reports

Another great feature of google data studio is the ability to create interactive and filterable reports.

This means that your clients can easily filter the data that they want to see and interact with the reports in a way that makes sense for them.

This is a huge step up from traditional reporting!

3) Seamlessly share and control access

Gone are the days of having to send large and unwieldy Excel files back and forth between you and your clients.

With google data studio, you can easily share reports with your clients in just a few clicks. You can also limit what data your clients have access to, so that they only see the information that is relevant to them.

Google data studio offers a variety of ways to share reports with your clients.

Reports can be easily exported as PDFs, images, or they can be shared directly through google drive. This makes it easy for your clients to access their reports from anywhere, at any time.

Seamless access and conrtol to website data

With just a few clicks, you can share your reports with anyone, privately, or through a link, without having to worry about large file sizes or compatibility issues.

Need to give someone edit access? No problem.

Google Data Studio makes it easy to add and remove users from your reports.

Extracting user reports in Google Data Studio

Don’t sweat the price – it’s free!

One of the best things about google data studio is that it’s free to use!

Your clients won’t be billed to access their reports, no matter how often they view or download them.

This makes google data studio an extremely cost-effective solution for report creation and sharing.

4. Utilize done-for-you templates

Google data studio offers a variety of templates that you can use to create your reports.

These templates are great for getting started, or for creating reports in a hurry.

All you need to do is select the template that you want to use and then customize it to match your needs. It’s really that simple.

There are currently over 100 templates available, with more being added all the time.

Whether you’re looking for a simple report template or something more complex, google data studio has you covered.

Templates include:

5. Add custom branding for you (and your clients)

One of the best things about google data studio is that you can easily add your own branding to your reports.

This is a great way to make your reports stand out and to show your clients that you’re serious about your företag.

With google data studio, you can easily add your own logo, color scheme, and even custom fonts. This makes it easy to create reports that are truly unique and that reflect your brand.

Easy to brand and customize for your clients - Google Data Studio

6. Answer questions ahead of time with built-in insights

It’s not always possible to be available to answer your clients’ questions 24/hours a day. But with google data studio, you can be!

Google Data Studio offers the ability to add built-in insights to your reports.

Worried about your clients not understanding something?

With google data studio, you can add text or video annotations to your reports. This is a great way to explain complex concepts, or to provide additional information that might be helpful to your clients.

7. Make your reports stand out with powerful cross-channel comparisons

Get the whole picture with a 360-degree view!

Google data studio gives you the ability to see all of your data in one place.

This is a great way to get a complete picture of your business, and to identify any potential areas of improvement.

Easily connect to multiple sources of data, including google ads, google analytics, google search console, facebook, and more.

You can then use this data to create reports that show how your business is performing across all channels.

This is a great way to identify any areas of improvement, and to make sure that your clients are getting the most out of their data.

8. Save time by automating your reporting process

Emails, texts, and social media posts can be a great way to keep your clients up-to-date on your business. But what if there was an easier way?

You can easily automate and schedule reports.

This is a great way to make sure that your clients always have the most up-to-date stats.

Embed on your website

Google data studio makes it easy to create reports that can be embedded on your website.

There are a number of reasons why embedding a google data studio report on your website can be beneficial for your clients.

First, it can help to increase transparency and trust.

By displaying reports on your website, you’re giving your clients easy access to all of the data they need in one place under your brand name.

Second, assuming your client is sharing your report with relevant stakeholders, they will be sharing your website link instead of a Google link.

This can in turn, improve traffic to your website and increase the likelihood that they will return.

9. Get important feedback from your clients

Additionally, by embedding a Google form survey url at the end of your google data studio report, you can gather important feedback from your clients.

This can help you to identify any areas of improvement and ensure that you’re providing the best possible service to your clients.

Embedding reports and forms on your site

Slutgiltiga tankar

This is a powerful reporting tool that can be used to create stunning reports for your clients.

By taking advantage of the features and tips listed above, you can create reports that are truly unique and that will impress your clients.

Alex Medawar is Senior Media Manager at Performics and creator of Alex Medawar.comAs a seasoned digital media expert, Alex Medawar focuses on B2B paid search campaign management and strategy for global brands in the tech space. Utilizing a data-driven approach, Alex believes that both small businesses and large enterprises alike can speak to their audience and drive results within the digital media landscape.

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En omfattande guide till marknadsföringsattributionsmodeller


A Comprehensive Guide To Marketing Attribution Models

We all know that customers interact with a brand through multiple channels and campaigns (online and offline) along their path to conversion.

Surprisingly, within the B2B sector, the average customer is exposed to a brand 36 times before converting into a customer.

With so many touchpoints, it is difficult to really pin down just how much a marketing channel or campaign influenced the decision to buy.

This is where marketing attribution comes in.

Marketing attribution provides insights into the most effective touchpoints along the buyer journey.

In this comprehensive guide, we simplify everything you need to know to get started with marketing attribution models, including an overview of your options and how to use them.

What Is Marketing Attribution?

Marketing attribution is the rule (or set of rules) that says how the credit for a conversion is distributed across a buyer’s journey.

How much credit each touchpoint should get is one of the more complicated marketing topics, which is why so many different types of attribution models are used today.

6 Common Attribution Models

There are six common attribution models, and each distributes conversion value across the buyer’s journey differently.

Don’t worry. We will help you understand all of the models below so you can decide which is best for your needs.

Note: The examples in this guide use Google Analytics 4 cross-channel rules-based models.

Cross-channel rules-based means that it ignores direct traffic. This may not be the case if you use alternative analytics software.

1. Last Click

The last click attribution model gives all the credit to the marketing touchpoint that happens directly before conversion.

Last Click helps you understand which marketing efforts close sales.

For example, a user initially discovers your brand by watching a YouTube Ad for 30 seconds (engaged view).

Later that day, the same user Googles your brand and clicks through an organic search result.

The following week this user is shown a retargeting ad on Facebook, clicks through, and signs up for your email newsletter.

The next day, they click through the email and convert to a customer.

Under a last-click attribution model, 100% of the credit for that conversion is given to email, the touchpoint that closed the sale.

2. First Click

The first click is the opposite of the last click attribution model.

All of the credit for any conversion that may happen is awarded to the first interaction.

The first click helps you to understand which channels create brand awareness.

It doesn’t matter if the customer clicked through a retargeting ad and later converted through an email visit.

If the customer initially interacted with your brand through an engaged YouTube view, Paid Video gets full credit for that conversion because it started the journey.

3. Linear

Linear attribution provides a look at your marketing strategy as a whole.

This model is especially useful if you need to maintain awareness throughout the entire buyer journey.

Credit for conversion is split evenly among all the channels a customer interacts with.

Let’s look at our example: Each of the four touchpoints (Paid Video, Organic, Paid Social, and Email) all get 25% of the conversion value because they’re all given equal credit.

4. Time Decay

Time Decay is useful for short sales cycles like a promotion because it considers when each touchpoint occurred.

The first touch gets the least amount of credit, while the last click gets the most.

Using our example:

  • Paid Video (YouTube engaged view) would get 10% of the credit.
  • Organic search would get 20%.
  • Paid Social (Facebook ad) gets 30%.
  • Email, which occurred the day of the conversion, gets 40%.

Notera: Google Analytics 4 distributes this credit using a seven-day half-life.

5. Position-Based

The position-based (U-shaped) approach divides credit for a sale between the two most critical interactions: how a client discovered your brand and the interaction that generated a conversion.

With position-based attribution modeling, Paid Video (YouTube engaged view) and Email would each get 40% of the credit because they were the first and last interaction within our example.

Organic search and the Facebook Ad would each get 10%.

6. Data-Driven (Cross-Channel Linear)

Google Analytics 4 has a unique data-driven attribution model that uses machine learning algorithms.

Credit is assigned based on how each touchpoint changes the estimated conversion probability.

It uses each advertiser’s data to calculate the actual contribution an interaction had for every conversion event.

Best Marketing Attribution Model

There isn’t necessarily a “best” marketing attribution model, and there’s no reason to limit yourself to just one.

Comparing performance under different attribution models will help you to understand the importance of multiple touchpoints along your buyer journey.

Model Comparison In Google Analytics 4 (GA4)

If you want to see how performance changes by attribution model, you can do that easily with GA4.

To access model comparison in Google Analytics 4, click “Reklam” in the left-hand menu and then click “Model comparison” under “Attribution.”

Screenshot from GA4, July 2022

By default, the conversion events will be all, the date range will be the last 28 days, and the dimension will be the default channel grouping.

Start by selecting the date range and conversion event you want to analyze.

GA4 model comparison_choose event and date rangeScreenshot from GA4, July 2022

You can add a filter to view a specific campaign, geographic location, or device using the edit comparison option in the top right of the report.

GA4 Model comparison filterScreenshot from GA4, July 2022

Select the dimension to report on and then use the drown-down menus to select the attribution models to compare.

GA4 model comparison_select dimensionScreenshot from GA4, July 2022

GA4 Model Comparison Example

Let’s say you’re asked to increase new customers to the website.

You could open Google Analytics 4 and compare the “last-click” model to the “first-click” model to discover which marketing efforts start customers down the path to conversion.

GA4 model comparison_increase new customersScreenshot from GA4, July 2022

In the example above, we may choose to look further into the email and paid search further because they appear to be more effective at starting customers down the path to conversion than closing the sale.

How To Change Google Analytics 4 Attribution Model

If you choose a different attribution model for your company, you can edit your attribution settings by clicking the gear icon in the bottom left-hand corner.

Open Attribution Settings under the property column and click the Reporting attribution model drop-down menu.

Here you can choose from the six cross-channel attribution models discussed above or the “ads-preferred last click model.”

Ads-preferred gives full credit to the last Google Ads click along the conversion path.

edit GA4 attribution settingsScreenshot from GA4, July 2022

Please note that attribution model changes will apply to historical and future data.

Slutgiltiga tankar

Determining where and when a lead or purchase occurred is easy. The hard part is defining the reason behind a lead or purchase.

Comparing attribution modeling reports help us to understand how the entire buyer journey supported the conversion.

Looking at this information in greater depth enables marketers to maximize ROI.

Got questions? Let us know on Twitter eller Linkedin.

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Featured Image: Andrii Yalanskyi/Shutterstock


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