I’ve had several conversations with marketer colleagues where they tell me how even in 2020, they use documents in Excel or Powerpoint to review data from their digital campaigns and Google Analytics reports and generate insights. Clearly all this data retrieved manually and then displayed in charts. Would you believe me if I told you that you can automate this operation through a completely free Google tool? That’s right, its name is Datastudio and it’s Google’s Native Data Visualizer.
What is Datastudio?
Datastudio per se is a data visualizer. In it we can see for example everything from clicks, costs, CPC (Cost Per Click) of our campaigns in Google Ads, to user data, audiences, visits and devices of people entering your website. It is completely free, however for services that are not native to Google if you must pay a connection license.
For example, if you want to connect Facebook campaign data, you must sign up for a Supermetrics license in order to make the connection. Supermetrics is a third-party connector provider, its business spin is based on creating and optimizing these connectors that are natively unavailable for free and delivering them to the community.
Benefits of the tool
Datastudio automates the reporting process. As a dashboard editor user you will be able to add the data sources and create the charts with the most relevant KPIs, however, when requesting data from a specific range of dates the tool will display the fully updated information. It really speeds up the reporting process. It will probably take between an hour or two to make the first report with all the data, however, after that first action, the rest will be completely automatic.
Another benefit is that more than one person can edit the report, so it can speed up the creation of a report through teamwork. In addition to this, the report can be shared via a link, which can be saved as a favorite page in the search engine that you use daily. Important note, the data used will always be private. The report sharing options will allow only people with the link or those you enter to view or edit the report. Finally, dashboards can be programmed to be sent automatically in a specific day and time.
Datastudio in action
With all the data available and with the potential to be used to optimize marketing strategies, Datastudio then becomes the salvation to visualize that valuable information in a way that can understand what actions should be taken.
For one of our clients in the education industry, we managed to create a report that is built on the information of registration requests, all separated by all its different lines of business.
That is, we do not keep the number of requests made on the site generically, but observe by type of education (high school, bachelor’s degree, master’s degree) This automatic data separation and classification allowed us to understand the behavior of users for each of their lines of business. Perhaps knowing which level of education needs to be worked more thoroughly at the content level because it does not generate enough conversions, or move budget to the mode that is receiving the most enrollments.
So, in this way, we and our customer had the ability to better understand user behavior and how they turn their website, all from a friendly and easy-to-understand platform.
One of the challenges that remain in the air is to be able to educate and evangelize companies and professionals regarding the use of dashboards. On many occasions you fall into a complex ambition to want to visualize everything in a single panel or graph. The idea is to be able to cluster information so that everything is built under useful logic and we do not fall into wanting to “make dashboards for everything”, but rather for what will generate real value in the business.