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13-14-15, NOVEMBER 2017
Practical guide for using Data Studio (and Supermetrics) for auditing and reporting
Ann StanleyFounder & Managing Director
Anicca Digital
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• Getting started
• Purpose and objectives
• Metrics and Dimensions/Segments
• Data sources
• Demonstration of tools
• Supermetrics
• Data Studio
• Case study – tracking online leads to offline sales
• Key takeaways
Agenda
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• Dashboards for internal use – status reports
• Collation of data for analysis, audits or diagnosis
• Historical reports (monthly/annual) for clients or
inhouse teams
• Visualisation of data for presentation purposes
• Templated report – so it saves preparation time each
month
• Increased accuracy – automatically pulls in data
without screenshots or other user-errors
• Collation of data from multiple sources
• Others?
What are the objectives of your report or dashboard?
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• Channel specific e.g. clicks, impressions, CTR, average position and conversions
• Commercial KPI or metrics e.g. revenue per channel, new
customer acquisition, ROAS by channel
• Sales funnel metrics – awareness, ad impressions, clicks, sales,
AOV and revenue
• Lead nurturing and selling – leads, qualified opportunities,
proposals, meetings, order confirmations and sales
• Call centre – live calls, calls unanswered, time to answer,
appointments generated, sales
• Combining data from multiple sources, e.g. organic Visibility
Scores vs organic traffic volumes
• Segment by channel, device, location, behaviour (e.g. returning/converting) etc.
What metrics do you want to track and how to segment that data using dimensions?
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Connectors for Data Studio
Your own data via Sheets
• Most Data Studio connector are Google products
• So you can use Google Sheets as a data-bridge for other sources:
• Manual upload of your own data
• Add-ons connectors including Analytics, salesforce (G-Connector)
• Automatic i.e. use of scripts/API
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SupermetricsVersions for Drive, Excel widgets and Data Grabbers
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Select report criteria (we have used Analytics as an example)
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Using the inverted sales funnel to create your own dashboard
Conversion ratesSales/AOVTransaction/leads
Revenue
VisitsEngagementMicro-conversions
Visibility
Impressions
Awareness
DEVICECHANNEL NEW/RETURN LOCATION
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Import the data into Google Sheets(metrics broken down by chosen segments)
METRICS COLULMN FOR CHOSEN PERIOD THEN COMPARATIVE PERIOD
S
E
G
M
E
N
T
S
Year on year comparison to show impact of the new site
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Analysis of data to create dashboards -Revenue by different segments
Data selected from relevant cell on import sheet
This year Last year Difference
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Traffic volumes
Conclusions
• New site had an increased AOV across all segments
• Conversion rate improved for most segments
• Drop in traffic across most segments especially paid (mainly due to lower ad spend)
• Overall most segments had lower revenue due to traffic drops although mobile increased
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Pros
• Supermetrics is excellent for importing data into spreadsheets
• It can be used as a data-bridge when used in conjunction with
Data Studio
• You can use the Supermetrics templates or you can do your own
analysis
• Easy to learn and use – but you need to experiment
• Freemium model (free version max of 100 lines of data)
Cons
• In the Drive/Sheets version – you have to be careful not to make
mistakes or overwrite your previous analysis
• The main weakness is that you need to use multiple sheets if you
want to combine data from more than one source
• Need to use the paid version to get all the connectors
Supermetrics - Conclusions
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Mock up your report on paper (or PowerPoint)
REVENUE AOV SALES CONV. RATE SESSIONS
TRAFFIC & REVENUE BY CHANNEL
GRAPHIC - BARS
TOP CHANNELS BY REVENUE
DATA FOR LAST MONTH VS LAST YEAR
TABLE
KEY ENGAGEMENT METRICS BY CHANNELS
SESSIONS, BOUNCE RATE, DURATION, PAGE VIEWS, REVENUE CONVERSION RATE
GRAPHIC - BARS
TOP CHANNELS BY VISITS
VISITS & REVENUE BY DEVICE
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• Easy to setup, learn and use
• Very flexible allowing different data sources and date
ranges within the same dashboard
• It is completely free - there are no longer any limits on
the number of reports
• It does not currently have all the API connectors to
third party software – so you will need to import data
into Sheets/Drive (e.g. using Supermetrics or CSV
export) and then import from Drive into Data Studio for
visualisation
Data Studio - Conclusions
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Case study –lead generation and
sales data reportProject managed by Ed Truman
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• To create a prototype Google Sheets and Data Studio report to
test the approach of merging CRM and Analytics data to
understand the audience profile and behaviour of the users that
submitted an online form and then later converted offline
• This will allow us to retrospectively:
• Understand the source of sales rather than leads and to present
the data in one report (by User ID)
• To profile the audience at all 6 buying stages (including initial
lead, opportunity and sale)
• Understanding the behaviour and profile of the
customers/buyers, to enable decisions to be made on
targeting, and understanding the user journeys/micro-
conversions on the website
Objectives
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1) Collection
We use the Google Tag Manager to collect and send events from the
website form into Analytics.
Key information such as website User ID
sent as custom
dimension.
Information passed and stored in
Google Analytics.Custom Dimensions and Metrics used to
store Form ID
2) Storage 3) Bridge
Data from Analytics passed into Google Sheets and married
with imported salesforce data
(using Analytics and salesforce
connectors)
4) Reporting
Google Data Studio used to visualise
Google Sheets Data
The Process
Website
form
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1) Collection –Creation of a lead generation form that generates a unique ID that is sent to Analytics via a Tag Manager data layer
Enquiry Form ID (Hit Scope)
Enquiry Type
Form Type
Form URL Path
Language (based on website)
Enquiry Form ID (User Scope)
Page Type
• Create custom dimension in Analytics ready to store data
• Custom dimensions sent with Google Analytics Event Tag within Google Tag Manager.
• Key Information such as Enquiry Form ID (Generated by the website) passed into the GTM DataLayer which can then be used within Google Analytics
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3) Bridge –Use of Google Sheets to import Analytics and salesforce data – and combine data using VLOOKUP
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4) Reporting –Data visualisation using Data Studio (all enquiries)
Analytics data salesforce data
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• Data Studio is an excellent (free) tool for visualising data from
multiple sources (mainly Google products)
• Google Sheets can be used as a “data-bridge” to bring in data from other sources:
• Manual upload of data
• Use of Add-ons connectors for such as Analytics or salesforce (G-Connector)
• Use of 3rd party products such as Supermetrics to provide additional connectors
to other data sources
• Use of Google Scripts to create data links
• You may need to use a combination of products to get a full
range of connectors or to get a mix of analysis and visualisation
• Our case study shows:
• How custom dimensions in Analytics can be used as a method of
injecting data into Analytics from events on your website
• Add-ons in Sheets were then used to combine data sources from
Analytics and salesforce
• Data Studio was used to visualise data from both sources
Conclusions
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