With Google’s latest announcement that Data Studio is now free without limitations, there is even more availability to create beautiful reports with our data. Using data from Google Analytics’ Enhanced Ecommerce reports is a great use case for Data Studio reports!
Easily Identify Underperforming Campaigns
One of the great things about Data Studio is that there are chart options available in Data Studio that are not available within Google Analytics. This gives you the ability to further visualize data that you already have. One option available in Data Studio that is helpful for ecommerce data is the scatter chart. Using data that is already available to us within a complete enhanced ecommerce implementation, we can view cost-to-revenue comparisons with a trendline so we can quickly see which of our ads are performing above and below the average for the site. With this kind of visualization, you will easily know the ads on which you need to work and which ads for which you can increase your spend.
Social Engagement and Ecommerce Attribution
Since Data Studio has connectors beyond Google Analytics, you can also visualize other datasets – such as data from Facebook and other social networks. By connecting to your social accounts via a tool such as Supermetrics, you can have your social data automatically sent into a Google Sheet at regular intervals. Data Studio has an easy-to-use connector in order to display and visualize data from Google Sheets! By using Google Sheets, you are able to not only show your data from your social network accounts, but you can also display it alongside your revenue that has been attributed to your social channel traffic from Google Analytics. Each chart and visualization in Data Studio can be connected to it’s own data source, so you can simply filter your Google Analytics Revenue metric to only show from the Channel of Social. This will show you not only how your social influence is growing, but also how it is affecting your ecommerce revenue results.
Beyond an overview of your social performance, you can also analyze your social data to further understand specific points within your efforts across your social platforms. As an example, you can see above how we can use social data from Google Sheets in order to analyze the effectiveness of Facebook posts. It shows how many posts by day of week, as well as how many posts by type, and how many reactions (likes, shares, comments) each post received. This can begin to show you the which types of posts and on what days of week is most likely to reach your audience.
Analysis and Interactivity
We all know that there is a lot of data to consider when viewing enhanced ecommerce reporting within Google Analytics. Another great benefit to using Data Studio for your enhanced ecommerce data visualization is giving the viewer of your report options to apply filters directly within the report. This functionality empowers your viewers of the report to filter and analyze the data in more meaningful ways. Also, when you group filters to specific charts within your report, the applied filters will only affect the charts with which they’ve been grouped. This allows you to not only have report and page level filters, but also chart specific filters that are interactive as well.
Connecting Your Data
Not only does Data Studio allow you to connect data from multiple different sources, but Data Studio can be used to show the connections between your data from within the same Data Source. Such as when using your Google Analytics Enhanced Ecommerce data, Data Studio allows reports that would otherwise require loading multiple different reports to be viewed side by side in a single report. This gives us the capabilities to have charts and, at a glance, metrics viewed together in order to gain an understanding faster than viewing the data across multiple reports in Google Analytics directly.
With the multitude of options and visualizations available within Data Studio, websites that are using Google’s Enhanced Ecommerce should not pass up the ability to report on their data beyond the standard Google Analytics reporting. Enhanced Ecommerce tracking provides a rich dataset of information, and adding Data Studio reporting to your arsenal will empower you and your team to get more insights out of your data.
You can download the template used in this Data Studio report here: https://goo.gl/Wx2CUc
If you need help with your Enhanced Ecommerce implementation, or to create insightful Data Studio reports, contact us at firstname.lastname@example.org so that you can take advantage of all of these reporting features!