This week we bring you a monograph on Google Data Studio . For this we join two stars, as always. Dani Barreiro is Developers Hub Leader at the Elogia digital marketing agency and Juan González Villa, @seostratega, the first human to appear twice as a guest on this podcast .
If you don't know Data Studio, your head is going to explode with what it offers for free. And if you already know him, stay, it will serve to inspire you and know how to get around some of his current limitations.
Interview with Dani Barreiro and Juan González Villa
What exactly is this Google Data Studio?
Dani: It is a visualizer of any type of data. Both Facebook , Google or Email advertising campaigns or any report that you want to show that they do not have to be related to the world of marketing. You can connect different types of data either from a Google site or a CTV report where you can also automate them to see the data day after day avoiding collecting them.
Juan : This is done based on native connectors that are the main Google tools for Data Studio . What you do is connect the first time with the data source and from there the reports are filled day after day. You can spend some time creating templates, they don't need to be static. The most common is to present an overview page and present an overview where you have a date picker to present the data on the dates you want. This is extrapolated to any dimension, you create the report as you want with the filters you want. You can put together any type of source and have them update themselves.
Data visualization tools already existed, such as Datorama. How do you differentiate yourself or assert yourself against a tool like this?
Dani : Depending on the number of data you want to store, because Data Studio suffers if you bring a lot of data to it, it has to load all of it while Datorama has it already saved. It also depends on the usability and user experience, if it takes a long time to load a report, it does not matter. Another key is the crossing of the sources, let's imagine that in a table we want to have as many columns as Google Anlytics , Facebook Ads, Google Ads, or any other it becomes complicated natively in Data Studio. I would use these keys to choose, if you have a very wide mix of channels and you want to put it together, you have to go to a viewer powerful or if you have a lot of historical data, there Data Studio is not your solution.
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Juan: On the subject that if loading a lot of data the report starts to be slow, I solve it by dividing it into several reports. So that each one has the data that are strictly necessary. Data Studio is a free application, another viewer may be around € 700 per month.
Whoever uses Data Studio doesn't have to know programming, right?
Dani : Not at all, the ease it has, especially when you use native Google connectors, is very fast, with 5 clicks you have programmed. Then it depends on you and how beautiful you want to put it. It is simple and does not require any line of code. It is like a Google Presentation but with automatic data, the interface is very similar. The two main limitations would be the large volume of data and the crossing of sources.
Juan : You don't need to know about programming, but to get the most out of something that you do have to know or be familiar with with the simple language Reguest, it is used to filter or search within a database. For example, in SEO there is the problem of separating brand keywords from those that are not, with the reguest you can put the different names with which you access a brand.
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Better to start from scratch or use templates from Data Studio?
Dani: Both. When you enter for the first time they present you with 12 templates with Google products (analytics, YouTube…) you can use them, but to dominate the platform it is good to have a template of 0. I advise you to try, make your templates, capture your ideas. It is such a simple and intuitive tool that you could start from 0.
Dimensions and metrics, they are two quite confusing factors. Can you explain them?
Dani: The dimensions are texts and the metrics numbers. The dimensions are those fields that group the metrics, which are usually gross , for example, the dimensions are countries and the metrics the clicks that each country has.
Juan : In a simple table the dimension is the rows and the metrics that fill the columns. Metrics are almost always given in numerical values.
Examples of advanced dashboards with Data Studio
Dani: I recently made one that was very cool where we connected directly with HubSpot. We show the pace of the people who go through the business stages of each student until they finish university. It saves hours for the entire agency because we automate the data of the campaigns and show them crossed , beautiful and with the objectives requested by the client. On the other hand, we have an automated way when users add qualitative comments in each campaign, a meta-study appears as the client moves the date range. We put everything together in one link and replaced that PPT that we sent weekly with all the data.
Juan : I submit all SEO reports with Data Studio . All data and analysis graphs with comments, if necessary. At one point I complicated it by putting more and more data sources and analyzing more things, all in the same report. At one point I had to segment and submit several reports. Now what I do is use various tools and templates.
What improvement plans do you have? What will Data Studio be in 12-24 months?
Dani : In the long run, the great dashboards in the market will be reduced because we already see the way Google interacts with other products. We will see how they solve large volumes of data. The average user can already use it and it will solve many reports for them. They will surely complete it and advance more visually.