Google Data Studio dashboard template by OWOX BI
If you work with data, and want to find out how to get informative reports with all the information on your fingertips, here’s the solution.
- Can I combine Google Analytics data with data from other sources?
- How can I display all the charts in a single report?
- How can I get reports that are easy to understand and interpret?
- How can I manage access to these reports?
If you’ve ever asked questions like those, you’ve come to the right place and you’ll find this article really helpful.
A convenient visualization tool can be of great help if you need to build informative reports. That’s why Google introduced Google Data Studio — a tool that helps you create interactive reports and dashboards. With this service, you can visualize data from a variety of data sources, including Google Analytics and Google BigQuery. The free version of Google Data Studio allows for up to 5 multi-page reports, and you can use as many pages as you like. You, your colleagues, and your clients, can share the reports and edit them, depending on the rights granted by the creator of the report. In addition, there is always the opportunity to simply copy a ready report (if the appropriate access is granted) and connect your own data sources. For this purpose, Google Data Studio even has a special gallery of sample reports, valuable in terms of content and design.
To demonstrate the capabilities of Google Data Studio, we’ve created a demo report with test data. Below, we speak about what data is presented in the report, how the data is arranged and how to create the same report on the basis of your own data.
Let’s take a look at the specific example of how to arrange all the data on just a few pages in one report. With our report, you’ll be able to answer the following questions:
- How do visitors act on the website when they come from different traffic sources?
- How much did it cost to acquire the visitors?
- How much revenue is generated by the visitors?
- Are certain advertising campaigns equally efficient for different product categories?
By answering questions like these, you can evaluate the efficiency of advertising campaigns and reallocate your marketing budget in a better way. As a bonus, the report also shows the influence of different sources on the user’s journey through the sales funnel.
The first page of the report provides insight into the overall website performance (the number of sessions, transactions, users etc.):
You can also see how sessions are distributed, depending on the:
- Traffic source
- Device type
- Product category
You can also build reports for a certain period, using an intuitive filter. There can be one common filter for the whole report, or a separate filter for each page.
Without Google Data Studio, it would be impossible to see all the data in one report. One would have to switch between multiple reports, or open several reports in multiple tabs.
The other pages in the report show what portion of revenue is generated by different brand and non-brand campaigns, so that you can easily compare the efficiency and the conversion rate for the campaigns. You can filter the sources to see only the ones you’re interested in.
The following two pages show the campaigns for a single source (we’ve used Yandex.Direct and Facebook as examples). You have all the necessary Facebook data displayed on one page:
Another page shows the data about conversions coming from organic traffic. You can then evaluate the efficiency of website optimization. What’s more, if you’re using OWOX BI Pipeline to import SEO costs, you can see cost efficiency as well:
Also, here’s the bonus we’ve promised.
The data shown on the "Attribution" page is worth a particular mention. The page clearly demonstrates which source performs best at which stage, guiding your users to a purchase:
For example, with the current chart you can see that campaigns 6 and 17 perform best at guiding users to the product page (Product_page stage), and campaigns 14 and 15 perform best for guiding users to adding a product to cart (Add_to_Cart stage). This knowledge can help you find bottlenecks in your sales funnel and make decisions on allocating your marketing budget. If the probability of passing through a certain stage is low, it would be better to focus on the campaigns that help your users move through this stage.
You can read more about this method of estimating the contribution of sources to the macro conversion in the article about Funnel Based Attribution.
On the next page you can see the difference in conversion rate depending on the landing page, as visitors come from different sources (again, you can edit the list of sources using the corresponding filter right on the page).
On the last page of the report you can see the difference in user behavior depending on the product category they come to from various traffic sources:
The demo dashboard is created on the basis of data obtained with OWOX BI Pipeline which allows for collecting user data along with Google Analytics. Unlike Google Analytics, OWOX BI Pipeline enables you to access unsampled data and create reports that aren’t limited by a web interface.
Fill out the form and we’ll drop a link to the report on your email. If you already collect the unsampled data via OWOX BI Pipeline and use OWOX BI Attribution, you can create this report. To do this, copy the report and create the user’s table using SQL queries to your Google BigQuery data. Then, set those tables as the data source.
Fill in the form and we’ll send a link to the report directly to your inbox. If you’re already using OWOX BI Pipeline to collect the unsampled data, and OWOX BI Attribution to evaluate your advertising campaigns, you can create this report in a matter of just a few minutes. To do this, copy the report and create custom tables using SQL queries to your Google BigQuery data. Next, set these tables as data sources for your own dashboard. If you’re not using OWOX BI products yet, take our free 14-day OWOX BI Trial to experience the benefits of working with the complete data in Google BigQuery.
If you’re not using OWOX BI Pipeline yet, you can create a similar report for your Google Analytics data, though you’ll need to spend some time adjusting the settings.