You may have dabbled with dashboarding and Google
Data Studio, but are you really using it to its full
capacity?
Sam’s talk will show you how you can build a suite of
digital marketing dashboards to uncover hidden
insights, automate reporting processes and ultimately
help you become a more effective marketer. Sam will
show you how you can blend data sources to reveal
hidden insights, create visualisations that save you time
and influence different levels of stakeholders, as well as
showing you how you can leverage the latest
developments in Data Studio to your benefit.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
A Digital Marketer’s Guide to Levelling up With Data Studio
1. Sam Marsden
SEO & Content Manager
@DeepCrawl
A Digital Marketer’s Guide
to Levelling up With Data
Studio
@DeepCrawl#ThinkUnboxed
2.
3. The dashboards and data
sources you need to level up.
What We’ll Cover
Creating dashboards that
impact and influence.
Tips and tricks for getting the
most out of Data Studio.
@DeepCrawl#ThinkUnboxed
4. How does Data Studio help
make me a better marketer?
@DeepCrawl
5. GDS HELPS ME AS A MARKETER
@sam_marsden#ThinkUnboxed
Save time with reporting.
Access insights faster.
SEO Manager
Travel around the world
talking about pretty graphs.
7. GDS HELPS ME WORK WITH MANAGEMENT
@sam_marsden#ThinkUnboxed
SEO Manager
Management
Frequent requests for site traffic data.
Last minute screenshots for
management meetings.
Disruptive, repetitive and inefficient.
12. SURFACE GEO AND DEVICE INSIGHTS
@sam_marsden#ThinkUnboxed
Break down
distribution of
countries Trend device
distributions
month to month
13. Saves unnecessary conversations &
disruptions.
Removes recurring friction point.
Encourages more interest from management.
Data Studio helps me work with management
@sam_marsden measure
GDS HELPS ME WORK WITH MANAGEMENT
@sam_marsden#ThinkUnboxed
14. Data Studio helps me work with our marketing team
@sam_marsden measure
SEO Manager Content team
GDS HELPS ME WORK WITH OUR CONTENT TEAM
@sam_marsden#ThinkUnboxed
16. Content type breakdowns
@sam_marsden measure
Page level
stats
Overall
performance
Content type
CONTENT TYPE BREAKDOWNS
@sam_marsden#ThinkUnboxed
17. Data Studio helps me work with our Content team
@sam_marsden measure
SEO Manager Content team
● Saves manual prep work.
● Guides content review meetings.
● Keeps meetings
structured and
focused on our
goals.
GDS HELPS ME WORK WITH OUR CONTENT TEAM
@sam_marsden#ThinkUnboxed
18. Combining GA and Crawl data
@sam_marsden#ThinkUnboxed
@jillquick
https://thecoloringindepartment.com/google-analytics/how-to-use-ga-to-measure-and-impro
ve-content-marketing-effectiveness/
19. Data Studio helps me work with junior SEOs
@sam_marsden measure
SEO Manager SEO Executive
GDS HELPS ME WORK WITH SEOS
@sam_marsden#ThinkUnboxed
27. Tolerable website loading time in 2004
@sam_marsden
How long would people wait
for web pages in 2004?
#ThinkUnboxed
23 seconds
(with progress bar)
9 seconds
(without progress bar)
Source: Nah (2004) - bit.ly/speed-2004
30. Load time is something everyone can see the
benefit of improving.
Speed impacts many business functions
Clear link to conversions and bounce rate.
Why should we dashboard speed metrics
@sam_marsden measure
WHY FOCUS ON SPEED?
@sam_marsden#ThinkUnboxed
32. Getting to the CrUX of the matter
@sam_marsden
PAGESPEED INSIGHTS IN GDS
@sam_marsden#ThinkUnboxed
33. Getting to the CrUX of the matter
@sam_marsden
CUSTOM CRUX DASHBOARDS
@sam_marsden#ThinkUnboxed
34. Getting to the CrUX of the matter
@sam_marsden
CUSTOM CRUX DASHBOARDS
@sam_marsden#ThinkUnboxed
Performance for each performance metric with
clearly understandable definitions.
35. Getting to the CrUX of the matter
@sam_marsden
CUSTOM SPEED DASHBOARDS
@sam_marsden#ThinkUnboxed
bit.ly/
sej-speed
37. Communicating the impact of optimisation
@sam_marsden
Overlaying performance and business metrics e.g.
% fast FCP with conversion and bounce rates.
@sam_marsden#ThinkUnboxed
38. Getting to the CrUX of the matter
@sam_marsden
ACCESSING CRUX IN BIGQUERY
@sam_marsden#ThinkUnboxed
42. This will allow you to:
@sam_marsden
Know your audience
Who is this dashboard for and what do
they care about?
What questions do your graphs answer?
TIPS FOR DATA STUDIO SUCCESS
@sam_marsden#ThinkUnboxed
43. This will allow you to:
@sam_marsden
Know your data viz
Purposefully choose graph types to
expose insights effectively.
Balance of comprehension, truthful
representation and persuasiveness.
TIPS FOR DATA STUDIO SUCCESS
@sam_marsden#ThinkUnboxed
44. This will allow you to:
@sam_marsden
DATA VIZ CATALOGUE
@sam_marsden#ThinkUnboxed
Dataviz
catalogue.com
45. This will allow you to:
@sam_marsden
Testing and organisation
Consistent naming conventions are a
lifesaver.
Bugs and broken parts harm trust as
source of truth.
TIPS FOR DATA STUDIO SUCCESS
@sam_marsden#ThinkUnboxed
47. @sam_marsden
Ensuring HTTPS migrations go to plan, blending
Analytics and GSC data.
https://simoncox.com/article/using-google-data
-studio-to-review-your-http-to-https-migration
MIGRATION MONITORING - SIMON COX
@sam_marsden#ThinkUnboxed
48. JavaScript error tracking - Tom Bennet
@sam_marsden
https://builtvisible.com/data-studio-template-
track-javascript-errors-in-google-analytics/
Track real-world
JavaScript errors
through GTM and GA.
JS ERROR TRACKING - TOM BENNET
@sam_marsden#ThinkUnboxed
49. Comparing rendering differences - Rory Truesdale
@sam_marsden
Comparing
differences in
important
crawl metrics across
rendered and
non-rendered crawls.
https://twitter.com/RoryT11
RENDERING DIFFERENCES - RORY TRUESDALE
@sam_marsden#ThinkUnboxed
50. Internal linking opportunities - Rory Truesdale
@sam_marsden
https://twitter.com/RoryT11/status/1106179743181873152
Surface opportunities for improving internal
linking within site architecture using crawl data
and GSC.
INTERNAL LINKING OPPS - RORY TRUESDALE
@sam_marsden#ThinkUnboxed
51. The Dashboard of dashboards - Lee Hurst
@sam_marsden
A MONSTER dashboard cataloguing all of the
dashboards and resources worth knowing about.
bit.ly/2SIUz7S
GDS RESOURCE CATALOGUE - LEE HURST
@sam_marsden#ThinkUnboxed
56. This will allow you to:
@sam_marsden
Improve time management and cost
effectiveness.
Get insights across many digital
properties.
Free yourself up to devote time to
other areas/learning new skills.
THIS WILL ALLOW YOU TO:
@sam_marsden#ThinkUnboxed
57. Sam Marsden
SEO & Content Manager
@sam_marsden
THANK YOU
@sam_marsden#ThinkUnboxed