When you haven’t heard, Looker Studio has changed the well-known Google Information Studio model.
Whereas Google Information Studio made reporting simpler for a lot of entrepreneurs, it actually had its limitations.
As a model’s advertising and marketing technique evolves and turns into extra advanced, so does the sophistication of its reporting wants.
When you’re something like me, you’re possible uninterested in spending hours updating the identical spreadsheets every month.
Typically, extra time is spent pulling a report than offering precise insights.
When this occurs, we’re doing a disservice by spending extra time “doing” and fewer time really analyzing the information.
There must be a greater manner, proper?
This in-depth Looker Studio information will train you how one can create and customise action-oriented stories based mostly by yourself information.
What Occurred To Google Information Studio?
Initially launched in beta mid-2016, Google Information Studio is a free information visualization instrument.
Many entrepreneurs have used this instrument for years to unify and visualize information units from a number of channels.
However now, you’ll discover that Information Studio is now not referenced. The place did it go?
Google formally rebranded its Information Studio product to be named Looker Studio in October 2022.
Of their official announcement, Google said:
“We’re unifying our enterprise intelligence product household below the Looker umbrella, bringing collectively Looker, Information Studio, and core Google applied sciences like synthetic intelligence (AI) and machine studying (ML). Looker Studio continues to be free, and has the identical options as Information Studio.”
What Is Google Looker Studio?
Google Looker Studio (previously Information Studio) syncs all your information sources into one unified reporting expertise.
It allows customers to create informative and visible dashboards which might be straightforward to interpret, share, and customise.
Primarily, Looker Studio helps transcend information visualization. It’s aimed to assist entrepreneurs make extra data-driven choices for his or her purchasers and types alike.
Presently, Looker Studio helps over 800 completely different information sources, together with 600+ information connectors.
Looker Studio Vs. Information Studio
Whereas Looker Studio touts most of the similar options as the previous Information Studio, the brand new title additionally brings new options.
- Free model and Professional model (paid).
- Totally different modeling methodology (LookML).
- Looker integration with Google Sheets.
- Extra versatile information modeling options.
- Helps 50+ SQLs and databases.
- Merging options from completely different information sources.
One of many key variations between Looker and Information Studio is the way in which information is modeled. Looker Studio makes use of LookML (Looker Modeling Language).
The second key distinction that the majority entrepreneurs will profit from is the brand new and improved information merging options from Looker.
In Information Studio, it allowed for information sources to be blended.
Nevertheless, the most important draw back of this was that the mixing function was based mostly on a left outer be a part of and sometimes didn’t mix information in a manner that entrepreneurs wanted.
It was a tedious course of that left many to spend extra time manually importing their information right into a Google Sheet, then connecting that supply to Information Studio.
Sounds irritating, proper?
Looker Studio, alternatively, requires SQL databases to combine any supply. Because of this uncooked information is handed right into a database, making it a lot simpler for Looker to merge information from completely different sources.
The outcome? A quicker, extra significant option to visualize information from all of your completely different advertising and marketing sources in an easy-to-digest format.
Getting Began With Looker Studio
There are a couple of key areas to make sure your first Google Looker Studio report is successful. These embody:
- Selecting a template or dashboard.
- Connecting information sources.
- Selecting metrics that matter.
- Sharing stories.
Looker Studio Templates
The very first thing to do is to decide on a template.
To entry Looker Studio, go to Looker Studio utilizing your most well-liked Google Account. This needs to be the account that you simply entry your Google Analytics, Search Console, Google Advertisements, and so forth.
Looker Studio gives all kinds of templates to get you began.
When you’re new to Looker Studio, it is very important select a template based mostly on the kind of information being portrayed.
With any template, you might have the power to customise gadgets and fonts to create a extra constant report.
The fantastic thing about these stories is that a number of pages might be added.
Don’t really feel like your whole advertising and marketing story must be proven on one web page!
Each shopper has completely different wants, and their reporting needs to be no completely different.
Probably the most environment friendly route I’ve discovered is to make use of and tweak completely different dashboards based mostly on who the meant viewers is.
For instance, I’ll create a special dashboard or report web page if I’m speaking to a CMO vs. a Product Advertising and marketing Supervisor. Why?
Relying on the position of who you’re speaking to, they are going to perceive and interpret information in several methods.
A CMO, for instance, doesn’t must know the “within the weeds” information. They wish to know what channels are working, what’s not, and in the event that they’re on observe to satisfy their targets.
Join A Information Supply
Now that you simply’ve chosen a template, it’s time to attach your information sources.
So as to add a connector to your template, go to Useful resource on the high navigation, then click on Handle added information sources. Then, you’ll click on + Add A Information Supply.
There are at present 24 completely different Google connectors, corresponding to Google Analytics, Google Advertisements, Google Sheets, BigQuery, and extra.
Nevertheless, you’re possible utilizing different platforms like social media, third-party instruments, CRM techniques, and extra.
For these non-Google connectors, Looker Studio can join over 650 completely different information sources from their accomplice connectors!
Through the use of the connectors, it takes the handbook duties and syncs all information for you!
It’d be unattainable to record all of the accessible information sources right here, however a few of the fundamental ones I’ve used up to now embody:
- Supermetrics connectors for:
- Fb + Instagram Insights.
- Microsoft Promoting.
- Advert + Google Analytics Information.
- Place Monitoring.
- And plenty of extra.
Most of those information sources come from third-party connectors. Remember the fact that a lot of them:
- Extra price.
- Can decelerate stories.
- Metrics are generally deprecated, that means it’s important to remain on high of any adjustments to your report and rebuild metrics if wanted.
When including a knowledge supply, you’ll be requested to authorize the connection between accounts.
Selecting Metrics That Matter
Talking of metrics – they matter.
Let’s be actual, the worst is when purchasers open stories and see a whole information dump.
Whereas Looker Studio is totally customizable, this doesn’t imply we needs to be displaying all metrics accessible.
Does your shopper care about return on promoting spend (ROAS)? Be sure you embody metrics corresponding to spend and income.
How about general model consciousness? Embody pre-click metrics corresponding to impressions, clicks, CTR, view fee, and so forth.
By conveying the right metrics and insights based mostly on targets, it reveals the shopper that you’re listening to them. A win-win for everybody!
How To Edit A Report
Now that you simply’ve related your information sources, it’s time to customise that report!
Let’s overview this Google Advertisements template for example.
First, you’ll wish to be sure you’re within the “Edit” mode and never “View.”
You can begin customizing your report by using the information area units on the right-hand aspect.
When you’ve chosen a template just like the one above, step one is to vary the information supply for every chart you want to select.
From there, you possibly can select from any of the completely different information fields out of your chosen information supply to vary any visualization.
Not solely are you able to create and edit charts and tables in Looker Studio, however the means to decide on the appear and feel of a report is a game-changer for purchasers.
It provides a way of consistency throughout a corporation.
Just a few methods to personalize the model of your report embody:
- Font and background shade.
- Altering comparability metric colours.
- Textual content padding to align both left, heart, or proper.
Professional tip: If you wish to change all scorecards or charts without delay, merely choose all on the similar time earlier than.
The model adjustments will apply to all picks. One other time-saver!
On this instance, I modified the report background, scorecard colours, and label fonts to create model customary consistency:
When you’re new to Looker Studio, it should take time, trial and error, and endurance to create a report visible that meets your reader’s expectations. Don’t get discouraged alongside the way in which!
Including Report Filters
An environment friendly option to group a number of visualizations collectively is by including report and web page filters.
For instance, if you happen to wished all tables and charts to vary when enhancing the date vary, you would add a Date Vary icon and set it to “Report Degree.”
Because of this if the report is comprised of a number of pages, every time the date vary is up to date, all chart information updates alongside it.
For instance, if you happen to wished to dive into Marketing campaign Sort efficiency, there’s a filter for that!
Merely navigate to the toolbar and select Add a management > Drop-down record and add the Management area of “Marketing campaign kind” as your filter.
This lets you filter the information on that exact web page by marketing campaign kind.
For instance, if you happen to wished to point out how Search performs in comparison with YouTube, you’d select from the dropdown in that filter.
By default, filters added are at a web page degree.
When you want to make the filter report-level (that means the filter would seem on every web page of your report), merely right-click the filter and select Make report-level.
Create A Chart
When you’ve gotten snug along with your Looker Studio expertise, let’s dive into how one can create a chart from scratch.
The benefit of making a customized chart is that you simply’re in full management from the start of visualizing precisely what issues most.
Step one is to think about who will probably be studying this report. Bear in mind to incorporate what information is vital to them.
Your chart ought to inform a narrative, and it’s as much as you to visualise that efficiently.
For instance, it’s possible you’ll wish to add an “Overview” desk that encompasses the primary metrics or key efficiency indicators (KPIs) that matter to them.
To create a chart, click on on “Insert,” which can present you all of the completely different charts to select from. These embody:
- Time sequence.
- Bar chart.
- Pie chart.
- Bullet charts.
- Rather more.
On this instance, I wish to select a easy bullet chart so as to add to my CMO Overview web page. The purpose of this chart is to point out if we met our month-to-month purpose of app installs.
Step one is to decide on the metric you’re measuring. On this case, I selected “Installs.”
To make this bullet chart efficient, it’s essential to add your goal/purpose. Make sure that to verify the field that claims “Present Goal.”
Then, I enter completely different vary limits to point out the progress.
I stored the final vary the identical because the goal worth. You can even put the final vary as a better worth than your goal, particularly if you happen to exceed that focus on worth.
So, what does this chart say? It portrays that our purpose was 5,500 app installs for the month of November.
In response to the bullet chart, they have been near hitting their purpose however didn’t fairly make it.
Typically easy charts are all it’s essential to symbolize the required information.
Like all different components of Looker Studio, you possibly can modify the model of any chart, desk, or aspect as I did above.
The next choices can be found for sharing a Looker Studio report:
- Invite individuals.
- Schedule e-mail supply.
- Get report hyperlink.
- Embed report.
- Obtain report.
If you wish to invite individuals to entry the report in actual time, it’s vital to verify the share settings.
So as to add somebody through e-mail, it have to be a Google account e-mail. They are often added as a “Viewer” or an “Editor.”
One other information security measure Looker Studio added was how hyperlinks to the report might be shared.
You may select from:
- Restricted. Solely individuals who you might have shared the report with can open the hyperlink.
- Unlisted. Anybody on the web with the hyperlink can view (or edit – select this setting rigorously).
- Public. Anybody on the web with the hyperlink can discover and think about (or edit – select this setting rigorously).
One other cool function Google added is the choice to restrict sharing within the following choices. Within the share settings, click on on the “gear” icon within the right-hand nook:
- Forestall editors from altering entry and including new individuals.
- Disable downloading, printing, and copying for viewers.
I usually suggest checking the primary field to stop editors from altering entry or including new individuals.
By doing so, it permits us to keep up management of the report settings and the integrity of report adjustments.
Get Began With Looker Studio Now
Hopefully, this introduction to Google Looker Studio will empower you to really feel extra assured in creating personalised stories to your purchasers and types.
Featured Picture: RomanR/Shutterstock
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Looker Studio (New Google Data Studio): The In-Depth Guide