Practical guide for using Data Studio (and Supermetrics ... · • Sales funnel metrics...

13-14-15, NOVEMBER 2017

Practical guide for using Data Studio (and Supermetrics) for auditing and reporting

Ann StanleyFounder & Managing Director

Anicca Digital

#SMX #SMXLondon @[email protected] #SMXLmilan

Introduction to Anicca Digital


• 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


Getting started


• 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?


• 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?


Data sources


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


Connectors for Supermetrics


Demonstration of tools


SupermetricsVersions for Drive, Excel widgets and Data Grabbers


Supermetrics packages


Launch Supermetrics in Drive


Select report criteria (we have used Analytics as an example)


Use of Supermetrics templates


Example report using a Supermetrics template


Using the inverted sales funnel to create your own dashboard

Conversion ratesSales/AOVTransaction/leads

Revenue

VisitsEngagementMicro-conversions

Visibility

Impressions

Awareness

DEVICECHANNEL NEW/RETURN LOCATION


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


Analysis of data to create dashboards -Revenue by different segments

Data selected from relevant cell on import sheet

This year Last year Difference


Conversion rates and AOV


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


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


Data StudioFree unlimited reports


Choose a template or create your own design


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


Report example – with date change


Editing the style


Edit mode –add a scorecard, graph or other widget


Formatting the graph/widget


Choosing an new external data source


Pulling the data in from the new source


New tables with data from Drive


• 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


Case study –lead generation and

sales data reportProject managed by Ed Truman


• 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


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


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


2) Storage –Custom dimensions list in Analytics


3) Bridge –Use of Google Sheets to import Analytics and salesforce data – and combine data using VLOOKUP


4) Reporting –Data visualisation using Data Studio (all enquiries)

Analytics data salesforce data


4) Reporting –Analysis by channel


Key takeaways


• 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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Practical guide for using Data Studio (and Supermetrics ... · • Sales funnel metrics...

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