In part one of this two part series, we explore how the reporting dashboard can be used to break up your data from the silo to help you see the bigger picture of your marketing-performance and save many hours along the way.
In the second part, we will show you exactly how to construct a basic reporting dashboards using the Digital Marketing Agencies in Sheffield Google Data Studio. In four simple steps, we will build the foundation paid for performance reporting dashboard and show how you can use Google Sheets to quickly bring together metrics from multiple advertising platforms you. Let’s get to it!
Decide what you want to report
We’ve determined that nothing short of a digital marketing data. With so many dimensions and metrics, you can easily fill up a dashboard with the title number, performance trends, and granular damage. But it’s not always what is the dashboard for.
Before you even open the Google Data Studio, make sure you have a clear set of KPIs that you want to report. This KPI should be related to the specific objectives of the activity. For example, Google Shopping campaigns can be targeted on the return on ad spend (ROAS), while the display campaign brand awareness might be better measured by the acquisition of new users.
For the purposes of this post, we will assume that you have a set of defined KPIs, and that this is all being recorded accurately by the implementation of Google Analytics.
Set the project
We will be using Google Data Studio as our interactive reporting tools and Google Sheets to manage the non-Google us. Indeed, using the sheet does introduce some manual work in our project, but it is a solution that is not only easy to implement but natively integrated with Data Studio.
To get started, you’ll need access to your Google account-ideally the account you use to access your Google Analytics. With it, you can navigate to Data Studio, create a new report using the icon, and open a blank spreadsheet in Google Sheets. Once that’s done, it’s almost time to put on your hard hat and start building.
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Preparing the data
A reporting dashboard can only be as good as the data feed, so keeping in mind the principle of GIGO: garbage in, garbage out. In Google Sheets, we will build a table containing revenue expenditure and our data every day for three advertising platforms: Google Ads, Bing Ads and Facebook Ads.
There are several ways we could design this table. Because we want to be able to collect and refine our channel, we will design it follows the best practices of “dataframe”. This design is based around the concept of a variable per column and one observation per line. In our case, this means that instead of having a lot of columns for date, Google’s revenue, earnings Bing, revenue Facebook, Google Shopping, Bing spent, and Facebook spend, we would rather confine themselves to the columns for the date, channel, revenue, and shopping / costs:
column data in Google Sheets
Because Google Ads data is easy to connect directly to the Data Studio, we can integrate directly in the dashboard with the “mixing” of data sources. For this tutorial, however, we will stick to the spreadsheet method. You should be able to fill the data using figures from Google Analytics and other ad platforms.
Okay, let’s build!
With our data sources are ready, we can get to work on the new dashboard. With the new reports currently vacant, the first thing to do is add our spreadsheet as a data source for this dashboard.
In the panel on the right side of the screen, click ‘CREATE NEW DATA SOURCE’ at the bottom. That will take Digital Marketing Company Sheffield you to a list of “connector” that allows you to choose the type of data source you want to connect. Hover over Google Sheets, and then click ‘SELECT’. Now you will see a list of available sheets can be used as a data source. Select the spreadsheet and the appropriate worksheet, and click ‘CONNECT’ on the top right of the screen.