Google Data Studio reports. Part 3 – Structure

Отчеты в Google Data Studio часть 3. Структура отчета

Google Data Studio reports. Part 3 – Structure

On the links you can find  the first part — Google Data Studio how to start and the second part – Report styles and the first setup.

Report template based on Google Analytics data

You can find this template also on the link.

 

Google Data Studio report structure

I think it could be some good advice for any marketing report: to go from a global overview to details.

In my example I have used a media report based on one data source Google Analytics. On the first page I want to show:

  • Sessions
  • Users
  • Average time on site
  • Bounce rate
  • Main leads breakdown (or sales, it depends  which information you have in Google Analytics

Also, I put geographic and source/medium filter to this page to give report’s user opportunity to receive more details if needed.

Source breakdown

Let’s go ahead to the next level and take a look at what kind of leads we got and from which ads sources. If you have calls, forms, online consultant service and etc. on this page you can show quantity, conversion rate and CPL of them by channel.

For example, you can find that users from Google Ads prefer to send a form on the website and users from Facebook like to use an online consultant form. Then you can adapt your ads messages and use proper CTA (call to action).

Other option for the second page – to build a sales funnel. Show how many users came to your site, started to fill a form, sent a form and paid. Again, all these things depend on your Google Analytics setups and data that you have.

I like to show comparison with previous period on this page as well.

 

GEO an devices breakdown

From traffic sources we go to our audience and see which cities and regions are more interesting. We should update our advertising campaigns regarding to this information: disable not profitable regions and a growth of ads rates (проверить, как по английски называется ставка в аукционе, по которой идет показ рекламы).

The same is for devices types. If the largest amount  of conversion you got from mobiles, pay your attention to how users see your website from a mobile and increase the bid for mobile ads.

 

Quantity of leads and conversion rate by channel

On the next page I want to make an overview of the channel. Mostly I work with PPC and SEO in Russian market, so for me this page is more about Yandex Direct and Google Ads. In this example I use Google Analytics demo data where there is no Yandex Direct channel and I changed Yandex Direct into SEO.

You have two options to select a specific data segment. I used filters in Google Data Studio, also you can use Google Analytics created segments. The main idea of this page – to compare the data sources effectivity.

 

Cost per action by period

On the 6 and 7 pages of my template I look through CPL per day, week and year. Thanks to  these dashboards I can notice quantity or cost fluctuation, check more details on advertising platform and manage campaigns base on this information.

Also because of these pages you have control of a month leads plan. If you have an agreement to bring 300 leads per month, you should have 10 leads per day. It will be easy to notice that you don’t have enough leads and you will have time to change something on your campaigns to follow the plan.
The same as on the previous page, in the beginning I had breakdown for Yandex Direct and Google Ads, for this template I changed Yandex Direct into organic traffic.

 

New and returned visitors

On the 8 page I check new and returned visitors by week and month. With these dashboards you can see how many users come back to your site during the week and month and percent of leads from returned users.

If on your site most of users send a form from the first visit, definitely you can use last-click attribution model and maybe you can work more with new audience and don’t waste resources for remarketing. But to say this you should try work with retargeting and email marketing first. Maybe you don’t have returned users because you didn’t try to work with them. If you have a big part of returned visitors, check the associated conversion, you can find interesting sequence. As an example, YouTube ads has a huge reach, but doesn’t bring leads. But if you go dipper you can find out that users, who saw your YouTube video easily convert into clients during the time.

 

Gender, age and time breakdown

Pages 9 and 10 of templates represent gender and age dashboards. Here we can find who is your audience and manage bids on ads campaigns regarding this information.

Further I do classic breakdown by day of week and by hour. Depending on the  data, manage your ads campaigns. If your clients are more active at 11 a.m. increase bids for this period. But also check, that your daily budget is enough to run your ads without any stops.

 

Detail Google Ads analysis

On template you can see only Google Ads analysis. If you want to make the same for Yandex Direct, just copy the page and change filter for Yandex.

In current report we use data only from Google Analytics and we can show Google Ads data only that GA has. Because of that you can find quantity of users instead of Google Ads clicks and cost per user instead of cost per click. We do overview by days and campaigns.

Google Ads integrates with Google Analytics smoothly and you can see all the data that you need. For Yandex Direct you should use utm-tags to transfer the data to Google Analytics, and OWOX BI to transfer costs.

In the free OWOX BI plan you can transfer costs from two advertising systems to Google Analytics. For me it is usually Yandex Direct and Facebook ads.

 

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To finish this report, I use a contact page. It’s not necessary but I think it will be polite to give opportunity to report user contact you if he has a question.

In the next parts you can find information about reports based on several data sources.
The first two articles are on the links:

  1. Google Data Studio start of work
  2. Report styles in Google Data Studio

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