Google Data Studio:漂亮,免费,易于使用的数据可视化工具

As a digital marketer, you can often be overwhelmed with the amount of information and data needed to be analyzed in order to evaluate your efforts. Traffic, conversion rate, user location, behavior and acquisitions — just to name a few — all have to be examined to define the progress of your digital marketing campaign.

作为数字营销商,您常常会不知需要分析多少信息和数据才能评估您的工作。 流量,转化率,用户位置,行为和获得(仅举几例)都必须进行检查,以定义数字营销活动的进度。

Client reporting is one of the biggest challenges digital marketers face when undertaking projects. Although endless numbers and stats may make some sense to internet professionals, generally customers are not as tech savvy.

客户报告是数字营销人员进行项目时面临的最大挑战之一。 尽管无数的数字和统计数据可能对互联网专业人员有意义,但通常客户并不精通技术。

Anyone can export masses of information from Google Analytics to an excel spreadsheet, but how do you present the data in a way that’s easy to digest? The answer is — Data Visualization.

任何人都可以将大量信息从Google Analytics(分析)导出到excel电子表格,但是您如何以易于消化的方式显示数据? 答案是-数据可视化。

什么是数据可视化? (What is Data Visualization?)

Data Visualization is a way of representing complex data and stats in a pleasing, visually-appealing way. Visual data may include components like pie and graph charts, maps or tables, and can be presented in different forms, such as infographics, videos, illustrations and interactive reports.

数据可视化是一种以令人愉悦的,具有视觉吸引力的方式表示复杂数据和统计信息的方法。 视觉数据可以包括饼图和图形图表,地图或表格之类的组件,并且可以以不同的形式呈现,例如信息图表,视频,插图和交互式报告。

Why is it important? The answer is simple. Our brains absorb visual information better, faster, more easily.

它为什么如此重要? 答案很简单。 我们的大脑可以更好,更快,更轻松地吸收视觉信息。

数据可视化的好处 (Benefits of Data Visualization)

The benefits of visualizing data include:

可视化数据的好处包括:

  • providing clearer information for clients

    为客户提供更清晰的信息
  • making it easier to view and analyze patterns and trends

    使查看和分析模式和趋势更加容易
  • enabling interaction with the data

    实现与数据的交互
  • allowing for more information to be absorbed, and more quickly

    允许更快地吸收更多信息
  • better identify peaks and troughs.

    更好地识别高峰和低谷。

In this post, we’re going to assess how a new tool, Google Data Studio, can help us build beautiful and interactive reports.

在本文中,我们将评估一种新工具Google Data Studio如何帮助我们构建美观且交互式的报告。

Google Data Studio (Google Data Studio)

Google Data Studio (GDS) is a new tool by Google that makes it easy to create beautiful, engaging, responsive, branded and interactive reports. It does this by pulling metrics from Google’s properties, such as Google Analytics, Adwords and YouTube Analytics, as well as spreadsheets and SQL databases.

Google Data Studio (GDS)是Google的新工具,可轻松创建精美,引人入胜,ReactSwift,品牌化和交互式的报告。 它通过从Google属性(例如Google Analytics(分析),Adwords和YouTube Analytics(分析))以及电子表格和SQL数据库中提取指标来实现此目的。

For this article, we’ll be using Data Studio to create a visual report using Google Analytics data. To do this, you first need to have an active Google Analytics property that is properly integrated with the website.

对于本文,我们将使用Data Studio使用Google Analytics(分析)数据创建可视报告。 为此,您首先需要拥有一个与网站正确集成的有效Google Analytics(分析)媒体资源。

The same applies to other reports. If you wish to pull the data from your Adwords or YouTube Analytics, make sure to sign in with an appropriate Google account that has that data.

其他报告也是如此。 如果您希望从Adwords或YouTube分析工具中提取数据,请确保使用具有该数据的适当Google帐户登录。

入门 (Getting started)

The following 18 steps will walk you through the process of creating a visual report from your Google Analytics data.

以下18个步骤将引导您完成根据Google Analytics(分析)数据创建可视报告的过程。

第1步 (Step 1)

Go to Google Data Studio and log in with your Google Analytics credentials:

转到Google Data Studio并使用您的Google Analytics(分析)凭据登录:

Step 1

第2步 (Step 2)

As soon as you log in, you’ll be presented with the following dashboard:

登录后,将为您显示以下仪表板:

Step 2

This page is a primary control panel for your GDS projects. Here you can choose a pre-designed template, create new reports from scratch, add new data sources, manage your existing projects and watch video tutorials.

此页面是GDS项目的主要控制面板。 在这里,您可以选择预先设计的模板,从头开始创建新报告,添加新数据源,管理现有项目以及观看视频教程。

One thing to note here is that, with the free version, you can only add up to 5 custom reports.

这里要注意的一件事是,使用免费版本,您最多只能添加5个自定义报告。

第三步 (Step 3)

All reports start with adding a data source. In other words, providing GDS with access to the information that’s intended to be used in the report.

所有报告均始于添加数据源。 换句话说,为GDS提供对打算在报告中使用的信息的访问。

Let’s go ahead and add a new Google Analytics data source by clicking on a Data Sources button in the left hand side of the dashboard:

让我们继续,通过单击仪表板左侧的“ 数据源”按钮来添加新的Google Analytics(分析)数据源:

Step 3

第4步 (Step 4)

You’ll then be directed to the screen with the list of already connected data sources. To add a new one, click on the blue “Add” (+) button.

然后,您将进入带有已连接数据源列表的屏幕。 要添加一个新的,请单击蓝色的“添加”(+)按钮。

Step 4

第5步 (Step 5)

On the next page, add a unique name to your new project, select “Google Analytics” from the list of connectors, choose the relevant account, property, and hit the Connect button in the right-hand corner of the screen:

在下一页上,为您的新项目添加一个唯一的名称,从连接器列表中选择“ Google Analytics(分析)”,选择相关的帐户,媒体资源,然后点击屏幕右上角的Connect(连接)按钮:

Step 5

第6步 (Step 6)

Next, you’ll be bombarded with the following screen, which, at first, may seem quite challenging to digest. However, it’s not as horrifying as it looks.

接下来,您将受到以下屏幕的轰炸,开始时,似乎很难消化。 但是,它并没有看上去那么恐怖。

In simple terms, this is just a list of metrics and dimensions available to be used in the report. Each field is assigned a unique type: Numeric, Text, Date & Time, Boolean, Geo or Currency. When pulling data from Google’s properties (such as Google Analytics or Adwords) GDS will assign the value automatically. However, if you’re using custom data pulled from an Excel Document, you’ll have to ensure that every field is assigned an appropriate type.

简而言之,这只是报告中可用的指标和维度的列表。 每个字段都分配有唯一的类型:数字,文本,日期和时间,布尔值,地理位置或货币。 从Google属性(例如Google Analytics(分析)或Adwords)提取数据时,GDS会自动分配值。 但是,如果您使用的是从Excel文档提取的自定义数据,则必须确保为每个字段都分配了适当的类型。

In this instance, you wouldn’t need to change any fields, so it’s safe to go ahead and click Create Report in the right-hand corner of the screen.

在这种情况下,您无需更改任何字段,因此可以安全地继续操作,然后单击屏幕右上角的“ 创建报告”

Step 6

步骤7 (Step 7)

Next, you’ll be redirected to the screen with the actual design canvas. Give a name to your report and select the data source we’ve just created:

接下来,将使用实际的设计画布将您重定向到屏幕。 为您的报告命名,然后选择我们刚刚创建的数据源:

Step 7

步骤8 (Step 8)

As soon as you connect the data source with the report, you’ll notice a control panel at the top of the canvas.

将数据源与报表连接后,您会在画布顶部看到一个控制面板。

Currently, you can add the following components to your report: time series, bar chart, pie chart, table, geo map, scorecard, scatter chart, bullet chart, area chart, text, image, rectangle, circle, date range and filter control.

当前,您可以在报告中添加以下组件:时间序列,条形图,饼图,表格,地理地图,记分卡,散点图,项目符号图,面积图,文本,图像,矩形,圆圈,日期范围和过滤器控件。

Step 8

步骤9 (Step 9)

You can also change the orientation of the page to landscape. To do this, go to File > Report and theme Settings > Layout > Landscape:

您也可以将页面的方向更改为横向。 为此,请转到文件>报告和主题设置>布局>横向

Step 9

However, in this guide, we’ll be using portrait orientation.

但是,在本指南中,我们将使用纵向方向。

第10步 (Step 10)

Now that we have our canvas ready, let’s proceed with adding some branding and custom styling.

现在我们已经准备好画布,让我们继续添加一些品牌和自定义样式。

Chances are, you’re creating these reports for clients. Hence, custom branding is an essential part of making your reports visually appealing.

您可能正在为客户创建这些报告。 因此,自定义品牌是使您的报告具有视觉吸引力的重要部分。

Let’s add a header by using the rectangle tool. Select the area where you want your shape to appear.

让我们使用矩形工具添加标题。 选择要显示形状的区域。

In the right sidebar, you’ll see some styling options, allowing you to choose the color, border radius, opacity, border size and color:

在右侧边栏中,您将看到一些样式选项,可让您选择颜色,边框半径,不透明度,边框大小和颜色:

Step 10

步骤11 (Step 11)

Let’s go ahead and add a logo to our report. Click on the image tab as shown below and select the area where you want your logo to appear. Then, hit the Data tab in the right sidebar and select an image file.

让我们继续,向我们的报告添加徽标。 单击图像选项卡,如下所示,然后选择要显示徽标的区域。 然后,点击右侧栏中的数据标签,然后选择一个图像文件。

Step 11

步骤12 (Step 12)

What’s fascinating about Google Data Studio is that it allows adding an interactive date range, which will automatically change the graph data according to the date range.

Google Data Studio的魅力在于它允许添加交互式日期范围,该日期范围将根据日期范围自动更改图形数据。

To add one, click on the Date Range tab and select the area where you want the handle to appear. Then, choose your default date range and tailor the styling:

要添加一个,请单击“ 日期范围”选项卡,然后选择要显示手柄的区域。 然后,选择默认日期范围并调整样式:

Step 12

步骤13 (Step 13)

Once we have the basics ready, we can proceed with further styling and adding the actual data to our report. Let’s start off with some general score cards.

一旦准备好基础知识,就可以进行进一步的样式设计并将实际数据添加到报告中。 让我们从一些通用记分卡开始。

A score card is simply a single metric that can be used to represent some general information, such as total visitors, total sessions, bounce rate, etc.

计分卡只是一个单一指标,可用于表示一些一般信息,例如总访问者,总会话次数,跳出率等。

We’ll now proceed with adding four score cards, representing sessions, pageviews, users and bounce rate.

现在,我们将添加四个记分卡,分别代表会话,综合浏览量,用户和跳出率。

First, go ahead and add a score card using the tab as shown on the image below.

首先,如下图所示,使用标签添加记分卡。

Then, in the right sidebar, select the preferred metric to be used for this particular score card. For our first example, we’ve chosen to display sessions:

然后,在右侧栏中,选择用于该特定计分卡的首选指标。 对于第一个示例,我们选择显示会话:

Step 13

You can then copy and paste this score card, changing the metric source.

然后,您可以复制并粘贴此计分卡,从而更改度量标准来源。

步骤14 (Step 14)

It’s now time to add a first graph that will represent a number of sessions and pageviews for our selected date range.

现在该添加第一个图表,该图表将代表我们所选日期范围内的会话和综合浏览量。

First, hit on the Time Series tab and select the area where you want your graph to appear. Then, select the metric sources. In this case, we’ll be using sessions and pageviews:

首先,在“ 时间序列”选项卡上单击,然后选择要显示图形的区域。 然后,选择度量标准来源。 在这种情况下,我们将使用会话和综合浏览量:

Step 14

步骤15 (Step 15)

Let’s now add a bar chart representing session sources.

现在让我们添加一个表示会话源的条形图。

Click on the Bar Chart and select the area where you want it to appear. Then, select Source in Data > Dimensions:

单击条形图,然后选择要显示的区域。 然后,在数据>维度中选择来源

Step 15

步骤16 (Step 16)

We can now add a pie chart representing a breakdown of sessions by devices (that is, desktop, mobile and tablet).

现在,我们可以添加一个饼图,表示按设备(即台式机,移动设备和平板电脑)进行的会话细分。

To do that, hit the Pie Chart tab and select Device Category under Dimension section in the right sidebar:

为此,请单击“ 饼图”选项卡,然后在右侧栏中的“维度”部分下选择“ 设备类别 ”:

Step 16

步骤17 (Step 17)

Last but not least, let’s add a geographical map and table of users. Click on Geo Map, select Country ISO Code from the dimensions list, and select users from a list of metrics.

最后但并非最不重要的一点,让我们添加地理地图和用户表。 单击“ 地理地图” ,从维度列表中选择“ 国家/地区ISO代码” ,然后从指标列表中选择用户。

To add a table of top countries by users, click on the Table tab and choose the same metrics as for Geo Map:

要按用户添加排名靠前的国家/地区的表格,请点击表格标签,然后选择与地理位置地图相同的指标:

Step 17

That’s it. Here is how our final version looks:

而已。 这是我们最终版本的外观:

Final Report

步骤18 (Step 18)

Now that we have everything ready, it’s time to go ahead and share this report with our colleagues or clients.

现在我们已经准备就绪,现在是时候继续与我们的同事或客户共享此报告了。

Tap the Share button in the top-right corner of the screen.

点击屏幕右上角的共享按钮。

You can either copy the shareable link or enter email addresses of people you want to send this report to:

您可以复制共享链接,也可以输入要将报告发送给以下人员的电子邮件地址:

Step 18

结论 (To Conclude)

Hopefully, after reading this guide, you now have an idea of how important and powerful data visualization can be, and how to incorporate Google Data Studio to provide your clients with comprehensive, easy-to-understand interactive reports.

希望通过阅读本指南,您现在可以了解数据可视化的重要性和强大性,以及如何结合使用Google Data Studio为您的客户提供全面,易于理解的交互式报告。

We’d love to hear your thoughts and any experiences you’ve had with this tool.

我们很想听听您的想法以及您使用此工具所获得的任何经验。

翻译自: https://www.sitepoint.com/google-data-studio-a-nifty-free-easy-to-use-data-vis-tool/

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