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

Transcription

1 , NOVEMBER 2017 Practical guide for using Data Studio (and Supermetrics) for auditing and reporting Ann Stanley Founder & Managing Director Anicca Digital

2 Introduction to Anicca Digital

3 Agenda 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

4 Getting started

5 What are the objectives of your report or dashboard? 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?

6 What metrics do you want to track and how to segment that data using dimensions? 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.

7 Data sources

8 Connectors for Data Studio 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 Your own data via Sheets

9 Connectors for Supermetrics

10 Demonstration of tools

11 Supermetrics Versions for Drive, Excel widgets and Data Grabbers

12 Supermetrics packages

13 Launch Supermetrics in Drive

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

15 Use of Supermetrics templates

16 Example report using a Supermetrics template

17 Using the inverted sales funnel to create your own dashboard Conversion rates Sales/AOV Transaction/leads Revenue Visits Engagement Micro-conversions CHANNEL DEVICE NEW/RETURN LOCATION Visibility Impressions Awareness

18 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

19 Analysis of data to create dashboards - Revenue by different segments This year Last year Difference Data selected from relevant cell on import sheet

20 Conversion rates and AOV

21 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

22 Supermetrics - Conclusions 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

23 Data Studio Free unlimited reports

24 Choose a template or create your own design

25 Mock up your report on paper (or PowerPoint) DATA FOR LAST MONTH VS LAST YEAR REVENUE AOV SALES CONV. RATE SESSIONS TRAFFIC & REVENUE BY CHANNEL GRAPHIC - BARS GRAPHIC - BARS TOP CHANNELS BY VISITS TOP CHANNELS BY REVENUE VISITS & REVENUE BY DEVICE TABLE KEY ENGAGEMENT METRICS BY CHANNELS SESSIONS, BOUNCE RATE, DURATION, PAGE VIEWS, REVENUE CONVERSION RATE

26 Report example with date change

27 Editing the style

28 Edit mode add a scorecard, graph or other widget

29 Formatting the graph/widget

30 Choosing an new external data source

31 Pulling the data in from the new source

32 New tables with data from Drive

33 Data Studio - Conclusions 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

34 Case study lead generation and sales data report Project managed by Ed Truman

35 Objectives 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/microconversions on the website

36 The Process 1) Collection 2) Storage 3) Bridge 4) Reporting Website form 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 Data from Analytics passed into Google Sheets and married with imported salesforce data (using Analytics and salesforce connectors) Google Data Studio used to visualise Google Sheets Data

37 1) Collection Creation of a lead generation form that generates a unique ID that is sent to Analytics via a Tag Manager data layer 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 Enquiry Form ID (Hit Scope) Form Type Enquiry Type Form URL Path Language (based on website) Enquiry Form ID (User Scope) Page Type

38 2) Storage Custom dimensions list in Analytics

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

40 4) Reporting Data visualisation using Data Studio (all enquiries) Analytics data salesforce data

41 4) Reporting Analysis by channel

42 Key takeaways

43 Conclusions 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 3 rd 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

44 THANK YOU! SEE YOU AT THE NEXT #SMX LEARN MORE: EVENTS