Google Data Studio, a powerful business intelligence tool by Google, offers advanced data visualization capabilities for businesses. However, it is only as good as the data it is helping visualize. This is where a robust reporting platform like Supermetrics comes into the picture.
Supermetrics automates the extraction of a wealth of data from a wide variety of sources, including Google Analytics, Facebook Insights, AdWords, Twitter Ads, LinkedIn Ads, and so on. Google Data Studio simplifies the plotting of that data onto a graph and obtains meaningful insights from it. There are a plethora of tools available in the market that provide the same functions. However, the advantage of the Supermetrics-Google Data Studio duo is that they automate the reporting. Thus, businesses can monitor the performance of their operations, revenue growth, and other metrics on a daily basis without manually extracting and plotting all of that data.
Here are some ways SMBs & enterprises can use both tools to improve their businesses:
1. Discover the Most Profitable Ad Platform
Supermetrics allows businesses to extract and combine data from multiple sources. They can use this feature to combine data from multiple ad networks with Google Analytics data to develop deep insights into the behavior of website visitors from various ad networks.
Businesses can set up a multitude of website goals and analyze the contribution of the traffic from various sources to the realization of these goals (conversions,sign-ups etc).
Take an e-commerce business for instance. The company can analyze the audience conversions, which in this case is sales, instead of the traffic arriving from a particular source, say, AdWords. They can track a variety of other metrics like total sales, sales volume, profits, and even expense on the AdWords. Likewise, a similar set of data can be extracted for the traffic arriving from LinkedIn Ads, Bing Ads, and so on. Equipped with all of this data, a business can establish whether their advertisement expenses and efforts on a particular platform are delivering competitive or acceptable ROI.
2. Schedule Your Refreshes
Supermetrics is a powerful connector that works like a data hub for marketers to manipulate and use data to extract actionable insights. It is blistering fast and effective. However, it is up to the users to take the full benefit of this tool’s speed. Google Data Studio can visualize the data feed, but it is the job of Supermetrics connectors to feed it the most recent and up to date information. Marketers or other business users can ensure this by setting the right triggers.
Imagine this. You have a Monday morning presentation, and your Google Data Studio is still stuck with last Friday’s data. That doesn’t look good, nor does it help the decision-makers arrive at the best possible decisions. This is particularly unprofessional if the meeting was with your clients. All of these issues can be easily avoided by setting triggers suitable to your needs.
Automating updating data ensures that you do not waste any time updating the queries or waiting for them to reflect in the latest inputs. After all, isn’t that the very purpose of an automation tool like Supermetrics?
3. Analyze and Improve Inbound Marketing Tactics
The traditional media channels have many shortcomings by design, the biggest of which is their responsiveness. The results of any marketing campaign conducted across a traditional channel like TV or newspaper can only be analyzed after the execution of the campaign. Digital media enables businesses to analyze the impact of their digital marketing campaigns in real time. Necessary tweaks can also be implemented in real time to optimize the performance of the campaigns. However, so far, gathering the data and analyzing it has been a tremendous exercise. That is, before the advent of Supermetrics.
Supermetrics allows businesses to coalesce and mine a colossal amount of data without breaking a sweat using their automated reports. They can analyze the sources of traffic and the behavior of the visitors on their website. It is quite easy to create queries and visual representations on Google Data Studio and get a near-real-time view of the traffic. Businesses can discover which sources are bringing them quality traffic, and which are lagging.
The definition of quality traffic can differ from one business to another, depending on their strategic objectives. For a business focused on increasing market share, quality traffic source is one that induces maximum unique sales. For a business focused on profit margins, quality traffic source is one that induces the sale of high margin products.
Once the business understands the behavior of traffic from various sources, they can take appropriate actions to improve their engagement strategies wherever necessary.
4. Use Multiple Pages
You can create and access all similar data in a single report by using Pages. This way, you can treat each report as a book or a dossier, which only contains dashboards on a particular set of objectives or queries. Apart from this, there is another benefit of using multiple pages. You can use the first page to create a summary or overview-type dashboard. Then the subsequent sheets can be used to drill down into the specifics and generate deeper insights. In any case, multiple pages are a powerful way to collate a vast variety of analysis into an easily accessible format.
Adding a new page is quite simple. Clicking on the ‘Page’ button in the Main Menu opens up a list of page options, where you can select the ‘New Page’ button. Alternatively, you can click on ‘Add a page’ button at the left on the toolbar.
Once you create multiple pages, the ‘Add a page’ on the left end of the toolbar disappears and is replaced by a button that allows you to navigate between the various pages of the same report.
5. Presentation & Executive Dashboards
In addition to being a super-efficient system, the Super metrics and Google Data Studio combo are meant to simplify the task of obtaining actionable intelligence from various sources for a decision-maker. To take maximum advantage from them, the final result must be simple and effective. In other words, the reports must be presented in a pleasing and user-friendly way. Business must follow some of the basic rules of UX design to create a compelling report that is not only effective but also nicely presented.
Some of these rules are quite simple. For instance, familiarity makes it easier for your audience to use the reports. The logo dropped on the left top corner, availability of filters on the headers, and display of data range selector on the right top corner are just some ways of making reports familiar and easy to use for your audience. After finishing, these can be delivered to CXOs as high-end dashboards and it can be improved iteratively.
This is how the combination of Supermetrics ad Google data studio can be very useful for your business and be a winning combination.