Looker Studio for Marketing: A Beginner’s Data Edge

A Beginner’s Guide to Data Studio and Data Analytics for Marketing Performance

Want to turn your marketing data into actionable insights? Data Studio, now rebranded as Looker Studio from Google, is your answer. This guide will walk you through using Looker Studio for marketing performance analysis, even if you’re a complete beginner. Are you ready to transform your marketing strategy?

Step 1: Connecting Your Data Sources

The first step is, naturally, to connect Looker Studio to your marketing data. We’ll focus on connecting to Google Ads because it’s a common starting point for many marketers.

Connecting to Google Ads

1. Open Looker Studio.
2. Click the “Create” button in the top left corner, then select “Report.”
3. You’ll be prompted to connect to a data source. Search for “Google Ads” in the connector list.
4. Select your Google Ads account. If you have multiple accounts, make sure you choose the right one.
5. Authorize Looker Studio to access your Google Ads data. You’ll need to grant permissions.
6. Click “Add to Report.”

Pro Tip: If you manage multiple Google Ads accounts, use the account selector at the top to switch between them within Looker Studio.

Common Mistake: Forgetting to grant the necessary permissions during the authorization process. Double-check that all requested permissions are granted.

Expected Outcome: You should see a basic table in your report displaying some default Google Ads metrics. If you don’t, refresh the page and ensure your data source is properly connected.

Step 2: Creating Your First Chart

Now that you’ve connected your data, let’s create a chart to visualize your campaign performance.

Adding a Time Series Chart

1. Click “Add a chart” in the toolbar.
2. Choose “Time series” from the chart options.
3. Click and drag on the canvas to draw the chart area.
4. In the “Data” pane on the right, set the “Dimension” to “Date.”
5. Set the “Metric” to “Impressions.” You can add more metrics, such as “Clicks” and “Cost,” by clicking “Add metric.”

Pro Tip: Experiment with different chart types (bar charts, pie charts, geo maps) to find the best way to visualize your data.

Common Mistake: Selecting the wrong date dimension. Make sure you are using “Date” and not “Day of the Week” or another date-related field unless that’s specifically what you need.

Expected Outcome: You should see a time series chart showing your impressions over time.

Customizing Your Chart

1. Select the chart.
2. In the “Style” pane on the right, you can customize the chart’s appearance:
   • Change the colors of the lines.
   • Adjust the axis labels.
   • Add a chart title.

Pro Tip: Use consistent color schemes across your reports for better readability.

Step 3: Creating Calculated Fields

One of the most powerful features of Looker Studio is the ability to create calculated fields. This allows you to derive new metrics from your existing data. This is similar to the kind of work we do with data-driven marketing.

Calculating Cost Per Lead (CPL)

Let’s say you want to calculate your Cost Per Lead (CPL). You need your total cost and the number of leads generated.

1. In the “Data” pane for your data source (you may need to select the data source itself, not a specific chart), click “Add a field.”
2. Enter a name for your field, such as “Cost Per Lead.”
3. Enter the formula: `SUM(Cost) / SUM(Leads)`. Make sure the field names match the exact names in your data source.
4. Set the “Type” to “Currency (USD)” or your preferred currency.
5. Click “Save.”

Pro Tip: Use the `CASE` statement in calculated fields to create conditional metrics. For example, you could categorize campaigns based on their CPL.

Common Mistake: Typos in the formula. Double-check the field names and syntax. Looker Studio provides error messages to help you identify issues.

Expected Outcome: You should now have a new metric called “Cost Per Lead” that you can use in your charts and tables. I had a client last year who wasn’t tracking CPL and wasted thousands on unprofitable campaigns. Once we implemented this, they were able to cut those campaigns and focus on what worked.

Adding the CPL to a Table

1. Add a table chart to your report.
2. Set the “Dimension” to “Campaign.”
3. Add “Cost Per Lead” as a “Metric.”
4. Add other relevant metrics like “Cost,” “Leads,” and “Conversions.”

Pro Tip: Sort the table by “Cost Per Lead” to quickly identify the most and least efficient campaigns.

Step 4: Adding Filters and Controls

Filters and controls allow you to interactively explore your data and segment it based on different criteria.

Adding a Date Range Control

1. Click “Add a control” in the toolbar.
2. Choose “Date range control.”
3. Click and drag on the canvas to draw the control area.

Pro Tip: Use advanced date range options like “Last 7 days,” “Last 30 days,” or “This month” for quick analysis.

Common Mistake: Not applying the date range control to all charts. Make sure the control is connected to all relevant data sources and charts.

Expected Outcome: You should be able to select a date range and see your charts and tables update accordingly.

Adding a Filter Control

1. Click “Add a control” in the toolbar.
2. Choose “Dropdown list.”
3. Click and drag on the canvas to draw the control area.
4. Set the “Control field” to “Campaign.”

Pro Tip: Use multiple filter controls to segment your data by different dimensions. For example, you could add filters for “Campaign,” “Device,” and “Location.”

Common Mistake: Overlapping controls. Make sure your controls are clearly labeled and easy to use.

Expected Outcome: You should be able to select specific campaigns from the dropdown list and see your charts and tables update accordingly. For more advanced strategies, consider how predictive marketing can influence your campaign decisions.

Step 5: Sharing Your Report

Once you’ve created your report, you can share it with your team or clients.

Sharing Options

1. Click the “Share” button in the top right corner.
2. Enter the email addresses of the people you want to share the report with.
3. Choose the appropriate permission level: “Can view” or “Can edit.”
4. Click “Send.”

Pro Tip: Schedule email delivery of your reports to keep your team informed. We send out weekly reports to our team every Monday morning at 9 AM.

Common Mistake: Granting edit access to everyone. Be careful who you give edit permissions to, as they can modify your report.

Expected Outcome: The people you shared the report with will receive an email with a link to view or edit the report, depending on the permission level you granted.

Looker Studio is a powerful tool for and data analytics for marketing performance. By following these steps, you can create insightful reports that help you track your progress, identify areas for improvement, and make data-driven decisions. Remember, this is just the beginning. Explore the many features of Looker Studio and experiment with different chart types, calculated fields, and controls to unlock the full potential of your marketing data. Don’t be afraid to get your hands dirty and explore! If you’re in Atlanta, we can help you with Atlanta CRO.

Data analysis isn’t just about pretty charts, though. It’s about uncovering actionable insights. So, commit to spending just 30 minutes each week reviewing your Looker Studio reports and identifying one concrete action you can take to improve your marketing performance.

With Looker Studio, you can transform raw data into a compelling narrative. Start small, focus on the metrics that matter most to your business, and iterate. You might be surprised at the insights you uncover.