data studio
In this guide, we describe both the theoretical and practical sides of reporting with Google Data Studio. You can use this guide as a comprehensive cheat sheet in your everyday marketing.
在本指南中，我们描述了使用Google Data Studio进行报告的理论和实践方面。 您可以在日常营销中将本指南用作全面的备忘单。
Data Studio用于市场营销报告的优点和局限性 (Benefits and Limitations of Data Studio for Marketing Reporting)
You’re probably familiar with Google Analytics and how to build reports there. Maybe you’ve even come up against the limit of 12 widgets in Google Analytics Dashboards. This and other limitations are why marketers start to use more advanced tools such as Data Studio that has lots of reporting templates. Moreover, Data Studio is a reliable tool for marketers and analysts to visualize tasks and regularly generate reports.
您可能熟悉Google Analytics(分析)以及如何在其中生成报告。 也许您甚至遇到了Google Analytics(分析)仪表板中12个小部件的限制 。 这和其他限制是为什么营销人员开始使用更高级的工具(例如具有大量报告模板的Data Studio)的原因。 此外，Data Studio是营销人员和分析人员可视化任务并定期生成报告的可靠工具。
Let’s proceed to the benefits of Data Studio and see how it helps marketers visualize their reports:
让我们继续了解Data Studio的好处，看看它如何帮助营销人员形象化其报告：
- Data Studio is free and stands a foot taller than other free visualization tools Data Studio是免费的，并且比其他免费的可视化工具高一英尺
- Unlimited number of graph and chart widgets in one dashboard with simple drag-and-drop building 一个仪表板中无限数量的图形和图表小部件，通过简单的拖放即可构建
- Plenty of widget types for personalization 大量用于个性化的小部件类型
- Possibilities for branding your dashboards 品牌仪表板的可能性
240+ connectors allow access to 500+ datasets
240多个连接器允许访问500多个数据集
- Familiar instant sharing options as in other Google products 和其他Google产品一样，熟悉的即时共享选项
- Interactive features and dynamic widget updating 互动功能和动态小部件更新
- Plenty of ready-to-use dashboards, free templates, and how-to tutorials 大量现成的仪表板，免费模板和使用方法教程
- Simple sharing options 简单的共享选项
- Embedding on social media so your dashboards always look nice 嵌入社交媒体，因此您的仪表板始终看起来不错
With these features, marketers can build, present, and share their dashboards based on multiple sources however they imagine. But those who have tried Data Studio at least once know that these pros come with their cons.
利用这些功能，营销人员可以根据自己的想象，基于多种来源来构建，展示和共享其仪表板。 但是那些曾经尝试过Data Studio至少一次的人知道这些优点伴随着他们的缺点。
Limitations of Data Studio include:
Data Studio的局限性包括：
- No option for downloading PDFs. If your boss likes reports built-in spreadsheets, she or he won’t appreciate Data Studio. 没有下载PDF的选项。 如果您的老板喜欢报表内置电子表格，那么她或他将不会喜欢Data Studio。
- No automated report building. If there’s a change in the base file, you have to go to View and refresh the whole report. 没有自动生成报告。 如果基本文件有更改，则必须转到“查看”并刷新整个报告。
Even though the number of connectors is huge, data blending is allowed only for four sources, and they need at least one set of shared dimensions as a join key. Each time blending happens, the whole dashboard takes longer to load and becomes buggier.
尽管连接器数量巨大，但仅允许四个源进行数据混合 ，并且它们至少需要一组共享维作为连接键。 每次进行混合时，整个仪表板的加载时间都会更长，并且变得更加笨拙。
- Even 240 connectors might not be enough. To add and blend data before visualization, you need additional time and resources. 甚至240个连接器可能还不够。 要在可视化之前添加和混合数据，您需要额外的时间和资源。
- Branding possibilities are quite modest for modern appetites and presentation needs. 对于现代的胃口和展示需求，品牌的可能性很小。
When you’re dealing with the simple task of reporting from one or two advertising services, Data Studio might be an efficient tool. But is a simple linear report a frequent flyer in any marketing department?
当您处理一项或两项广告服务中的报告这一简单任务时，Data Studio可能是一种有效的工具。 但是，简单的线性报告是否在任何营销部门都是常客？
Typically, you need to track different metrics all in one place in real-time with a blend of dozens of datasets from advertising accounts, your website or Google Analytics, keyword analyzers, CRM systems, call tracking systems, email campaigns, etc. But Data Studio can’t help you out with this, as it’s only a visualization tool.
通常，您需要使用来自广告帐户，您的网站或Google Analytics(分析)，关键字分析器，CRM系统，呼叫跟踪系统，电子邮件活动等的数十个数据集来实时地一次跟踪不同的指标。 Studio不能帮您解决这个问题，因为它只是一个可视化工具。
For blending and collecting data, you can use OWOX BI. Here’s a brief list of its benefits:
为了混合和收集数据，可以使用OWOX BI。 以下是其好处的简要列表：
- Works with all your sources and for all purposes 可与所有来源一起使用，并且用途广泛
- Can easily deal with UTM tags in your advertising campaign statistics 可以轻松处理广告系列统计信息中的UTM标签
- Automatically checks data quality and reports all errors 自动检查数据质量并报告所有错误
- Collects everything in a single dataset in Google BigQuery and natively connects that dataset with Data Studio so you can enjoy full-fledged reporting 将所有数据收集到Google BigQuery中的单个数据集中，并将该数据集与Data Studio本地连接，以便您享受完整的报告
It’s important to solve your data issues before you actually get into Data Studio. Doing so will save you time and help you figure out what you can present in your dashboard.
在您真正进入Data Studio之前，解决数据问题非常重要。 这样做可以节省您的时间，并帮助您弄清楚仪表板中可以显示的内容。
Let’s find out how to start working with Data Studio after all your data is ready.
让我们了解所有数据准备就绪后如何开始使用Data Studio。
Data Studio如何工作 (How Data Studio Works)
准备数据集 (Prepare the dataset)
2. Click “+” to create and add a data source:
2.单击“ +”创建并添加数据源：
- Choose your source and connector. 选择您的源和连接器。
- Log in to your source account. 登录到您的源帐户。
3. Edit the dataset fields and metrics and add fields to your report.
3.编辑数据集字段和指标，然后将字段添加到报告中。
从小部件创建仪表板 (Create a dashboard from widgets)
4. Create a report and connect it with your dataset.
4.创建一个报告，并将其与数据集连接。
5. Create basic charts, graphs, diagrams, etc.
5.创建基本图表，图形，图表等。
6. Add dimensions and metrics to track each of your visuals.
6.添加尺寸和指标以跟踪每个视觉效果。
7. Add calculated fields for metrics and KPI formulas.
7.添加度量和KPI公式的计算字段 。
8. Think about filters for each chart or graph and add them if needed.
8.考虑每个图表或图形的过滤器，并在需要时添加它们。
9. Add time periods and dataset selection to make your reports interactive.
9.添加时间段和数据集选择以使您的报告具有交互性。
定制 (Customize)
10. Format your captions and titles.
10.设置标题和标题的格式。
11. Add brand features to your graphs and charts.
11.在您的图形和图表中添加品牌特征。
12. Publish and share your dashboard.
12.发布并共享您的仪表板。
Basically, that’s all. You may also add comparison metrics and running totals right inside Data Studio or use dimensions from Google Analytics to make your reporting more advanced. As the possibilities of Data Studio are quite numerous, you can get lost in the dozens of features and options. To move in the right direction, remember the aim of your dashboard and what essential knowledge you want to generate from each graph or diagram.
基本上，仅此而已。 您也可以直接在Data Studio中添加比较指标和运行总计，也可以使用 Google Analytics(分析)中的维度来使报表更高级。 由于Data Studio的功能非常多，您会迷失在许多功能和选项中。 要朝正确的方向前进，请记住仪表板的目标以及要从每个图形或图表中生成的基本知识。
新建一个Data Studio仪表板还是使用现有的仪表板？ (Build a new Data Studio dashboard or use an existing one?)
That’s the question you have to decide for yourself, as there are always two methods:
这是您必须自己决定的问题，因为总是有两种方法：
- You can spend time creating your own dashboard based on what you need with handpicked features. 您可以根据需要使用精选功能来创建自己的仪表板。
- You can use a ready dashboard and spend some time fitting it to your needs and aligning it with your dataset. 您可以使用现成的仪表板，并花一些时间使其适合您的需求，并使其与数据集保持一致。
There’s no hope at all that a ready Data Studio dashboard will fit you perfectly. But still, reviewing prebuilt dashboards is a great way to find out what a perfect dashboard might look like. And it’s a source of inspiration, as we know for sure that data is beautiful.
完全没有希望现成的Data Studio仪表板完全适合您。 但是，查看预置的仪表板仍然是找出理想仪表板外观的好方法。 正如我们可以肯定的那样，数据是美丽的，这是灵感的来源。
Let’s get inspired by a few examples of dashboards for all sorts of marketing needs. We’ll also mention what you have to do to build such a dashboard yourself.
让我们从满足各种营销需求的仪表板示例中汲取灵感。 我们还将提及您自己构建此类仪表板所要做的事情。
常规营销分析仪表板 (General marketing analytics dashboards)
This general marketing overview in the form of a Data Studio dashboard should contain information your department desperately needs every day. And it has to mirror the data on how your marketing is doing at the current moment. Depending on the type of your business, you might need a dashboard like the Google Merchandise Store dashboard:
以Data Studio仪表板的形式进行的一般营销概述应包含您部门每天迫切需要的信息。 而且它必须镜像有关您当前行销状况的数据。 根据您的业务类型，您可能需要一个仪表板，例如Google Merchandise Store仪表板：
Or you might be interested in a more sophisticated dashboard like this OWOX BI Website Summary Template if you’re more concentrated on analyzing marketing channels:
或者，如果您更专注于分析营销渠道，则可能对像OWOX BI网站摘要模板这样的更复杂的仪表板感兴趣：
In short, you need a lot of information here that’s directly connected with the main goals of your business and marketing. Even if you’re a big international company with thousands of offline stores and brand awareness KPIs for your online marketing activities, you should have such an analytical dashboard if you want to know how successful your efforts are.
简而言之，您需要在这里获得许多与业务和营销的主要目标直接相关的信息。 即使您是一家大型国际公司，拥有成千上万的线下商店和用于在线营销活动的品牌知名度KPI，但如果您想知道自己的努力有多成功，也应该拥有这样一个分析仪表板。
What do you need to build this dashboard?
您需要什么来构建此仪表板？
- Basic level: Even with Google Analytics data alone, you can build a general marketing analytics dashboard. 基本级别：即使仅使用Google Analytics(分析)数据，您也可以构建常规的营销分析仪表板。
- Advanced level: Prepare a dataset with CRM and advertising cost data to capture the whole picture with the help of OWOX BI. 高级：使用CRM和广告成本数据准备数据集，以借助OWOX BI捕获整个图片。
What kinds of widgets might you need to include in this dashboard?
您可能需要在此仪表板中包括哪些类型的小部件？
You can find the whole list of widgets here and apply any you need. The best trick is to set up a date range comparison or micro bar charts that will add some dynamic views.
您可以在此处找到所有小部件列表，并应用所需的任何内容。 最好的技巧是设置日期范围比较或微型条形图 ，以添加一些动态视图。
Here’s a small Google Data Studio template called KPI Snapshot by Amazee Metrics as a dessert for those marketers who can’t live without KPIs in their reports:
这是一个由Amazee Metrics制作的名为KPI Snapshot的小型Google Data Studio模板，作为那些无法在其报告中没有KPI的营销人员的甜点：
网站效果仪表盘 (Website performance dashboards)
How many errors are there on your website right now? How many broken pages are there and how do they affect the bounce rate? Does redirecting work right now?
您的网站上现在有多少个错误？ 那里有多少个断页，它们如何影响跳出率？ 重定向现在可以正常工作吗？
A performance dashboard is concentrated on the technical side of your website and shows you if there are any troubles with your site’s performance. A typical performance dashboard in Google Data Studio contains information about:
性能仪表板集中在您网站的技术方面，并向您显示网站性能是否存在问题。 Google Data Studio中的典型性能仪表板包含有关以下信息：
- the total number of sessions 会话总数
- the bounce rate 跳出率
- the top 10 landing pages 前10个着陆页
- the page load speed for mobile/desktop 移动设备/桌面的页面加载速度
- JavaScript errors JavaScript错误
- 404 errors. 404错误。
This information is stored in Google Analytics so you can easily pull it from there. The following are a few examples of Google Data Studio website performance templates to help you choose the right widgets for your own dashboard.
此信息存储在Google Analytics(分析)中，因此您可以轻松地从那里提取信息。 以下是Google Data Studio网站效果模板的一些示例，可帮助您为自己的仪表板选择正确的小部件。
Builtvisible, JavaScript Error Tracker
eCommerce Speed Dashboard by Canonicalized
This kind of dashboard is crucial after migrating your website, adding new tracking codes to it, or deploying new technologies. To get the situation under control and roll back changes if needed, you’d better use a performance report that will immediately show you the truth about your current marketing situation.
在迁移网站，为其添加新的跟踪代码或部署新技术之后，这种仪表板至关重要。 为了使情况得到控制并在需要时回滚更改，最好使用性能报告，该报告将立即向您显示当前市场情况的真相。
付费搜索仪表板 (Paid search dashboards)
The paid search dashboards in Google Data Studio are perhaps the most popular category of dashboards. PPC specialists who care about the results of their paid campaigns and managers who are allocating budgets visit these dashboards daily, weekly, and monthly.
Google Data Studio中的付费搜索仪表板可能是最受欢迎的仪表板类别。 关心付费活动结果的PPC专家和分配预算的经理每天，每周和每月访问这些仪表板。
An efficient paid search dashboard has a couple of benefits compared to classic reporting in separate services:
与单独服务中的传统报告相比，高效的付费搜索仪表板具有多个优点：
- One tab is better than ten, You have one report for all your campaigns with possibilities to segment and filter them. 一个标签胜过十个标签，您可以为所有广告系列制作一份报告，并可以对其进行细分和过滤。
Building one general report is faster than building five separate reports. If you’re launching ads only in Google Ads, then maybe this doesn’t affect you so much. But when you add Facebook Ads, then add Bing or any other service, sorting through your avalanche of reports will take more time than decision-making. That time-consuming routine kills the
建立一份总报告比建立五份独立报告要快。 如果您仅在Google Ads中启动广告，那么也许这对您影响不大。 但是，当您添加Facebook Ads，然后添加Bing或任何其他服务时，对大量报告进行排序将比决策花费更多时间。 耗时的例程杀死了
motivation to be productive and creative, as reporting becomes a stumbling block.
随着报告成为绊脚石，人们变得富有生产力和创造力。
You can only answer your main question, “Where should we increase our budgets,” by analyzing all your PPC channels together.
您只能通过一起分析所有PPC渠道来回答您的主要问题“我们应该在哪里增加预算” 。
You’ll have to add all sources of PPC advertising and Google Analytics data to the data set to get enough for a PPC dashboard. Think about this as a preparation that will happen once, after which you can use the results until you get bored.
您必须将所有PPC广告来源和Google Analytics(分析)数据添加到数据集中，以获取足够用于PPC仪表板的信息。 考虑一下这是一次准备工作，然后您可以使用结果直到感到无聊为止。
What special PPC features can you visualize in Data Studio?
您可以在Data Studio中看到哪些特殊的PPC功能？
- KPI scorecards KPI记分卡
- Conversion-based tables with campaign names and keywords 基于广告系列名称和关键字的基于转化的表格
- Top advertising placements 最佳广告刊登位置
- Ratings for local actions, click type comparison 本地操作的评级，点击类型比较
Auction insights plot chart, etc.
拍卖见解图等
Your imagination is the limit. As well as your data skills. You may even create your own Google Data Studio YouTube template that will show you how efficient your paid advertising is via YouTube. Or just add YouTube as a page report in your all-in-one advertising dashboard alongside Facebook Ads, Twitter, Instagram, and other social media analytics.
您的想象力是极限。 以及您的数据技能。 您甚至可以创建自己的Google Data Studio YouTube模板，向您展示通过YouTube付费广告的效率。 或只是将YouTube作为页面报告添加到您的多合一广告仪表板中，并与Facebook Ads，Twitter，Instagram和其他社交媒体分析一起。
Check out these great examples of pay-per-click advertising dashboards by talented marketers and analyzers:
看看这些才华横溢的营销人员和分析人员提供的按点击付费广告仪表板的出色示例：
Data Driven Template, Consolidated PPC Advertising
PPC Dashboard by Data4Insights
Adwords, [Lead Generation] Data Studio Dashboard by One PPC
Adwords，[一个潜在客户生成] Data Studio仪表板，由一个PPC提供
Aren’t they great? We hope your PPC dashboards will be even better.
他们不是很棒吗？ 我们希望您的PPC仪表板会更好。
代理商专用的Studio (Data Studio for agencies)
This type of report can basically be the same as general overview reports but should contain a separate page for each client. It’s really useful when you can track all your clients on the same page of the dashboard.
这种类型的报告基本上可以与常规概述报告相同，但每个客户应包含一个单独的页面。 当您可以在仪表板的同一页上跟踪所有客户时，它非常有用。
电子商务报告 (E-commerce reporting)
A simple but useful e-commerce report in Data Studio is the best place for all top management of online retailers to live. These dashboards are concentrated on sales, so your Enhanced e-commerce setup should be perfect to show you reliable insights.
Data Studio中简单但有用的电子商务报告是所有在线零售商高层管理人员居住的最佳场所。 这些仪表板集中在销售上，因此您的增强型电子商务设置应该非常适合向您显示可靠的见解。
An efficient e-commerce Data Studio dashboard should contain:
高效的电子商务Data Studio仪表板应包含：
- an overview of channels/generated revenue or other available e-commerce metrics 渠道/产生的收入或其他可用电子商务指标的概述
- a bar chart with channel groupings and one of your general KPIs (generated revenue, for example) 条形图，其中包含渠道分组和您的常规KPI之一(例如，产生的收入)
- a time series with e-commerce metric lines, add to cart, purchases, quantity, etc. 具有电子商务指标行，添加到购物车，购买，数量等的时间序列。
- a map of purchases 购买地图
- a treemap for categories of goods depending on sales volumes 取决于销量的商品类别树形图
- a scatter chart for those e-commerce metrics that didn’t fit in the previous graphs. 散布图，用于那些以前图表中不适合的电子商务指标。
That’s huge! Aren’t your hands itching to try all these widgets? Let’s review some good Google Data Studio templates for inspiration:
太好了！ 您不是很想尝试所有这些小部件吗？ 让我们回顾一下一些好的Google Data Studio模板以获取灵感：
Sales and Shopping Behavior dashboard by My Digital Lab
内容营销仪表板 (Content marketing dashboards)
Content marketing is a gentle flower. A Data Studio dashboard is one of the best ways to understand what works and what fails in your content marketing. If you’re an online media company that totally depends on visitors, you should keep an eye on them to keep your business afloat.
内容营销是一朵温柔的花。 Data Studio仪表板是了解内容营销中哪些有效和哪些无效的最好方法之一。 如果您是一家完全依赖访问者的在线媒体公司，则应密切注意访问者，以使您的业务持续发展。
Also, modern brands are using content marketing to cultivate brand awareness and are deeply interested in the success of their blogs.
另外，现代品牌正在使用内容营销来培养品牌知名度，并对他们的博客成功深感兴趣。
Here are some examples of content marketing dashboards, after which you’ll find a list of widgets as a starter idea for your own Data Studio dashboard dedicated to content.
以下是内容营销仪表板的一些示例，之后您将找到小部件列表，作为自己专用于内容的Data Studio仪表板的入门思路。
Blog Content Performance by Alberto Grande
Google Analytics for Copywriters & Content Strategists by WebAnalyticsSetup
WebAnalyticsSetup提供的针对撰稿人和内容策略师的Google Analytics(分析)
The number of widgets you need is up to you, but you should start with a simple set:
您需要的小部件数量取决于您，但是您应该从一个简单的集合开始：
- Measuring customer engagement: clicks on links, forms, scrolls, time spent on the page with landing pages applied as a dimension, etc. 衡量客户参与度：单击链接，表单，滚动，在页面上花费的时间(以目标网页为维度)等。
Measuring brand visibility: time-series graph with site impressions
衡量品牌知名度：带有网站展示次数的时间序列图
- Table with organic engagement filtered by channel 通过渠道过滤具有有机参与度的表格
- Landing page/goal completion table for simple lead generation checks 着陆页/目标完成表，用于简单的潜在客户生成检查
Great ideas for the beginning, don’t you think?
一开始的好主意，您不觉得吗？
排名跟踪信息中心 (Rank tracking dashboard)
For those who are familiar with search engine optimization (SEO), there’s no point in explaining the need for a rank tracking dashboard. For the rest of our readers, here’s a brief review of the reasons for such a dashboard:
对于那些熟悉搜索引擎优化(SEO)的人来说，没有必要解释排名跟踪仪表板的必要性。 对于我们的其他读者，下面简要回顾一下创建这种仪表板的原因：
- Explore your keyword queries 探索您的关键字查询
- Control how your rankings develop with time 控制您的排名如何随着时间发展
- Mark anomalies in query rankings 在查询排名中标记异常
This report might look simple, but it’s mighty:
该报告看似简单，但功能强大 ：
完整的SEO营销报告+本地SEO +营销仪表板 (Complete SEO report for marketing + local SEO + marketing dashboard)
Offering everything from a traffic overview to search results performance and backlinks and ending with technical SEO and enhanced search engine results page (SERP) analysis, a complete SEO dashboard in Data Studio is a magic bullet for any digital business.
提供从流量概述到搜索结果性能和反向链接的所有内容，并以技术SEO和增强的搜索引擎结果页面(SERP)分析为结尾，Data Studio中完整的SEO仪表板对于任何数字业务都是神奇的子弹。
As you can see, SEO provides nearly unlimited options for applying and customizing widgets. After adding your website data and search console data, we recommend adding your Google My Business account for marvelous local SEO and marketing dashboards such as this one:
如您所见，SEO提供了几乎无限的选项来应用和定制窗口小部件。 添加完网站数据和Search Console数据后，我们建议您添加Google My Business帐户，以用于出色的本地SEO和市场营销仪表盘，例如：
穿越仪表板森林 (Dashing Through the Dashboard Forest)
Data Studio is a great tool for modern marketers that despite a few limitations remains the most serious competitor to the paid versions of Tableau and Power BI. We hope we’ve at least scratched the surface when it comes to using Data Studio templates in your everyday practice. Save this article as a pocket encyclopedia on Data Studio dashboard templates and share it with your colleagues.
Data Studio是现代营销人员的绝佳工具，尽管存在一些限制，但它仍然是Tableau和Power BI付费版本的最主要竞争对手。 我们希望至少在日常操作中涉及到Data Studio模板方面的问题。 将本文另存为Data Studio仪表板模板上的袖珍百科全书，并与您的同事共享。
翻译自: https://medium.com/better-marketing/data-studio-for-marketers-a-guide-to-reporting-345dedbc3f54
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