Join & Analyze GA4 Information in Looker Studio


In the event you’re in advertising and marketing, gathering information could make you’re feeling like a child on the ice cream store. You begin out excited by the range however equally overwhelmed by the alternatives. After serving your self an enormous portion, you find yourself with a mixture that’s laborious to digest, leaving you with a stomachache, and a reminder {that a} extra targeted alternative results in a satisfying end result.

As a marketer or enterprise proprietor, it’s important to strike a high quality stability, selecting the suitable information supply, analysis cycles and evaluation strategies. If this appears like one other job on high of selling, you’re proper, however fortunately, it’s not your solely choice.

At this time, we’re addressing a type of nasty duties, exhibiting you the right way to join Google Analytics (GA) to Looker Studio. We’ll stroll you thru the preliminary setup and templates to your individual customized dashboard. Let’s get into it.

Looker Studio and GA4: A Match Made in Information Heaven

For a lot of companies, the change from Common Analytics (UA) to GA4 was already an enormous trouble. In case you have simply stomached that, chances are you’ll be questioning what Google Looker Studio is anyway. Google acquired Looker again in 2020 to supply visible analytics dashboards past your GA4 property, whether or not that’s a easy analytics canvas or a collaborative board to share information throughout a Google Sheet and Fb Adverts. Like most of Google’s acquisitions, this one went alongside a radical rebranding, resulting in a free software for Google customers, together with cellular functions.

Nevertheless, Google is not only offering a static software. Its already spectacular library of over 1,000 datasets from over 900 related companies retains rising, because the latest addition of Matomo proves. In parallel to enterprise fashions like G Suite’s, Looker Studio Professional offers medium- to large-scale enterprises with extra complete collaboration instruments, from fine-grained permission rights and an identification and entry administration software to your model’s property to automated report supply. Not like G Suite, nevertheless, registration is considerably nebulous as a result of it’s important to enroll through self-service. In the event you’re curious, a 30-day trial is offered, although.

So, why would you need to pull your internet analytics right into a Looker Studio dashboard? Merely put, to have your GA4 quotes alongside each different metric, from Google Adverts efficiency stories and YouTube Analytics to Fb Adverts information and Semrush Area Analytics. Reasonably than exporting your Google Analytics information or typing up numbers in a spreadsheet for an summary throughout platforms, you possibly can create a Looker studio report combining sources, like a abstract of your advertising and marketing spend throughout Google and Fb Adverts. This makes it extraordinarily useful as a result of this software adapts to pure situations, thus saving you time throughout reporting.

Getting Hooked Up: Connecting GA4 Information With Looker Studio

Whenever you first launch Looker Studio, a preview of report templates, together with one for GA4, greets you. Nevertheless, that dashboard template isn’t but related to your precise analytics information. It solely provides you an concept of the web page view or pie chart choices you would possibly need to use. It’s also possible to simply create a clean report, both from the template gallery or the plus button on the high left.

The primary time round, you’ll be requested to grant entry to your GA4 property, and you are able to do that both from inside a clean report or the GA4 template. Within the pattern GA4 report, you solely must click on the button on the high that reads “Use my very own information” and click on “Authorize” while you’re prompted. Within the clean report, you’d have to select a knowledge supply first, click on Google Analytics after which run by the identical dialogue. 

Be sure to have efficiently migrated your property from UA to GA4. Not solely as a result of it’s a technical requirement; however getting used to the brand new logic behind GA4 and its path exploration would possibly take a while. And, in case you’ve acquired a couple of Google account, don’t rush by the dialogue, so that you don’t unintentionally create an empty Analytics account.

Your First Google Analytics Report in Looker Studio

Now that you simply’ve efficiently arrange your account, it’s time to create your first report in Looker Studio. 

Whether or not you’re attempting to provide a visually interesting presentation with out dabbling in your information streams or to draft a custom-made and branded report for one dimension — each are doable. Let’s begin with the templates.

Looker Studio’s Template Gallery

We’ve already talked about the usual GA4 report in your overview, however proper above that, you’ll discover a button resulting in your template gallery, which incorporates preformatted stories for Google’s hottest platforms. 

Above choices for Google Search Console and YouTube Analytics, you’ll uncover not one Looker studio template for GA however 8, tailor-made to completely different use instances like E-commerce PPC or a audience evaluation. Inside every report, you possibly can nonetheless edit every quota and regulate the formatting, in fact. So the templates might be seen as a place to begin.

Create a Customized GA4 Report

In the event you don’t need to customise a template, you’ve gotten the choice to start out recent. For that, we’ll decide a clean report. Whenever you open it, you’re prompted so as to add information sources, with Google Analytics sitting proper on high of your decisions.

When you click on it, you’ll see the account you added earlier. Merely select the property and consider for which you’d prefer to create a report. Then, click on “Add.” Now, Looker Studio pulls in all the information classes out there for GA4 stories. In the event you’re acquainted with your GA4 quotas, and even your UA information, you’ve seen these earlier than. Assume consumer ID, whole customers, and so on.

From right here on out, Looker Studio works equally to instruments like Amazon QuickSight, or perhaps a bare-bones picture editor. To construct your customized dashboard, you simply want to select particular person information fields on the best, from advert codecs to vital engagement metrics. All of your formatting and chart choices sit proper subsequent to the information column, leaving the remainder of the window to your canvas. 

Bear in mind, you possibly can regulate your canvas dimension, and also you additionally don’t have to incorporate all graphs and diagrams on one dashboard. As you may need seen within the GA4 templates, you possibly can break up your stories into a number of tabs or throw all the pieces onto one large playground. For each information level, you get numerous formatting choices:

  • Tables.
  • Scorecards.
  • Time sequence.
  • Bars.
  • Pie charts.
  • Google Maps and Geo charts.
  • Line graphs.
  • Space charts.
  • Scatter diagrams.
  • Pivot tables.
  • Bullet charts.
  • Treemaps.
  • Sankey diagrams.
  • Gauge charts with ranges.

To actually leverage Looker Studio’s interactive nature and transcend the impact a PowerPoint may need, you can even embrace dynamic controls, like enter containers, superior filters or sliders. As with every different modifying software, you don’t have to fret about your preliminary decisions. After you’ve added a knowledge level, you possibly can nonetheless change its diagram kind, settings and elegance.

All that’s left to do is decide your information factors. For an E-commerce dashboard, as an example, you may want an summary of your whole customers, periods, E-com purchases and whole income. We wouldn’t need to restrict your creativeness, although, particularly contemplating the choice to mix information sources. In the event you’d like a chart about your engagement metrics overlaid with native climate information, go for it! Inside Looker Studio’s connectors, you’ll discover a number of decisions that increase their primary performance by API entry, thus rising your choices exponentially.

Finest Practices for Your Looker Studio Experiences

A playground with out limits all the time comes with the hazard of function overwhelm. So, earlier than you get misplaced in all of the bells and whistles, let’s work out a strategic strategy to pick out, visualize and interpret the entire information streams you possibly can pull from GA4.

Outline Your Enterprise and Advertising and marketing Goals

Sure, we all know. We’ve mentioned it a thousand instances, however objectives are vital. With out clear aims, all these charts could also be fairly to take a look at, however finally ineffective. 

Begin by defining measurable objectives to your dashboards. Are you monitoring marketing campaign efficiency, consumer engagement, conversion charges or the entire above? 

In the event you’re unfamiliar with these phrases, be at liberty to go searching on our weblog and different advertising and marketing guides, or browse Looker Studio’s templates for inspiration. Your objectives will information your information choice; your branding and private preferences will visualize it.

Choose Related GA4 Information Factors

Whereas Looker Studio adapts to day-to-day operations far more flexibly than GA4 alone, you continue to must establish the best metrics and dimensions to your objectives.

For a complete advertising and marketing technique, contemplate together with consumer demographics, acquisition channels, consumer habits (corresponding to web page views or occasions) and conversion information. Use customized occasions to trace particular interactions distinctive to your corporation, corresponding to button clicks or type submissions.

Customise Your Experiences

Choose visualization sorts that greatest characterize your information and match your preferences. As an illustration, you should use time sequence for tendencies, pie charts for demographic breakdowns, bar charts for channel comparisons and customized widgets for metrics distinctive to your model.

Attempt to set up your dashboard in a logical circulate, grouping associated metrics collectively. That makes it simpler to catch up in the event you haven’t checked out your analytics shortly. Colour coding and constant design parts also can assist make your dashboards extra intuitive and straightforward to navigate.

Frequently Replace and Refine Your Experiences

Given how simple it’s to refine charts and diagrams in Looker Studio, there’s no purpose to set it and overlook it. Be sure to set your dashboard to refresh at common intervals. The background updates might be paused on the high proper. In case your staff has entry to the newest information, that permits them to make well timed selections and craft seasonal campaigns that click on along with your viewers.

You must also periodically overview your dashboard’s relevance and effectiveness. In the event you cease utilizing it, that’s all the time a foul signal, however once more, there’s an countless alternative of metrics. So possibly, it’s only a matter of discovering the best mixture or studying one other suggestion. Modify metrics, visualizations and layouts as your technique evolves or as you establish new insights.

Share Insights Throughout Groups

One of the best insights are nugatory in the event you don’t share them. Benefit from Looker Studio’s collaboration instruments to collaborate in your dashboard with related stakeholders. 

In case you have a big staff, you would possibly need to contemplate switching to the Professional plan. That’ll provide you with staff workspaces, the cellular app, fast filters and private report hyperlinks — all nice instruments to let staff members spotlight key findings or areas of concern.

You must also make a plan for managing entry rights to make sure your organization’s delicate information is protected whereas nonetheless selling cross-team collaboration.

No matter your plan entails, attempt to look past the numbers to know the story behind the information. Establish tendencies, anomalies and patterns that may inform your subsequent technique. In the event you repeatedly incorporate suggestions from marketing campaign managers, content material creators and your clients, you’re in your solution to a finely tuned advertising and marketing powerhouse!