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，我們描述了使用Google Data Studio進行報告的理論和實踐方面。 您可以在日常營銷中將本指南用作全面的備忘單。

Data Studio用于市場營銷報告的優點和局限性 (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報告。 也許您甚至遇到了Google Analytics(分析)儀表板中12個小部件的限制 。 這和其他限制是為什么營銷人員開始使用更高級的工具(例如具有大量報告模板的Data Studio)的原因。 此外，Data Studio是營銷人員和分析人員可視化任務并定期生成報告的可靠工具。

Let’s proceed to the benefits of Data Studio and see how it helps marketers visualize their reports:

讓我們繼續了解Data Studio的好處，看看它如何幫助營銷人員形象化其報告：

• Data Studio is free and stands a foot taller than other free visualization tools
  Data Studio是免費的，并且比其他免費的可視化工具高一英尺
• Unlimited number of graph and chart widgets in one dashboard with simple drag-and-drop building
  一個儀表板中無限數量的圖形和圖表小部件，通過簡單的拖放即可構建
• Plenty of widget types for personalization
  大量用于個性化的小部件類型
• Possibilities for branding your dashboards
  品牌儀表板的可能性

• 240+ connectors allow access to 500+ datasets

  240多個連接器允許訪問500多個數據集

• Familiar instant sharing options as in other Google products
  和其他Google產品一樣，熟悉的即時共享選項
• Interactive features and dynamic widget updating
  互動功能和動態小部件更新
• Plenty of ready-to-use dashboards, free templates, and how-to tutorials
  大量現成的儀表板，免費模板和使用方法教程
• Simple sharing options
  簡單的共享選項
• Embedding on social media so your dashboards always look nice
  嵌入社交媒體，因此您的儀表板始終看起來不錯

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.

利用這些功能，營銷人員可以根據自己的想象，基于多種來源來構建，展示和共享其儀表板。 但是那些曾經嘗試過Data Studio至少一次的人知道這些優點伴隨著他們的缺點。

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.
  沒有下載PDF的選項。 如果您的老板喜歡報表內置電子表格，那么她或他將不會喜歡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.
  沒有自動生成報告。 如果基本文件有更改，則必須轉到“查看”并刷新整個報告。

• 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.

  盡管連接器數量巨大，但僅允許四個源進行數據混合 ，并且它們至少需要一組共享維作為連接鍵。 每次進行混合時，整個儀表板的加載時間都會更長，并且變得更加笨拙。

• Even 240 connectors might not be enough. To add and blend data before visualization, you need additional time and resources.
  甚至240個連接器可能還不夠。 要在可視化之前添加和混合數據，您需要額外的時間和資源。
• Branding possibilities are quite modest for modern appetites and presentation needs.
  對于現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?

當您處理一項或兩項廣告服務中的報告這一簡單任務時，Data Studio可能是一種有效的工具。 但是，簡單的線性報告是否在任何營銷部門都是常客？

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，您需要使用來自廣告帳戶，您的網站或Google Analytics(分析)，關鍵字分析器，CRM系統，呼叫跟蹤系統，電子郵件活動等的數十個數據集來實時地一次跟蹤不同的指標。 Studio不能幫您解決這個問題，因為它只是一個可視化工具。

For blending and collecting data, you can use OWOX BI. Here’s a brief list of its benefits:

為了混合和收集數據，可以使用OWOX BI。 以下是其好處的簡要列表：

• Works with all your sources and for all purposes
  可與所有來源一起使用，并且用途廣泛
• Can easily deal with UTM tags in your advertising campaign statistics
  可以輕松處理廣告系列統計信息中的UTM標簽
• Automatically checks data quality and reports all errors
  自動檢查數據質量并報告所有錯誤
• Collects everything in a single dataset in Google BigQuery and natively connects that dataset with Data Studio so you can enjoy full-fledged reporting
  將所有數據收集到Google BigQuery中的單個數據集中，并將該數據集與Data Studio本地連接，以便您享受完整的報告

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.

在您真正進入Data Studio之前，解決數據問題非常重要。 這樣做可以節省您的時間，并幫助您弄清楚儀表板中可以顯示的內容。

Let’s find out how to start working with Data Studio after all your data is ready.

讓我們了解所有數據準備就緒后如何開始使用Data Studio。

Data Studio如何工作 (How Data Studio Works)

準備數據集 (Prepare the dataset)

1. Log in to Data Studio and navigate to the home screen.

   登錄到Data Studio并導航到主屏幕。

2. Click “+” to create and add a data source:

2.單擊“ +”創建并添加數據源：

• Choose your source and connector.
  選擇您的源和連接器。
• Log in to your source account.
  登錄到您的源帳戶。

3. Edit the dataset fields and metrics and add fields to your report.

3.編輯數據集字段和指標，然后將字段添加到報告中。

從小部件創建儀表板 (Create a dashboard from widgets)

4. Create a report and connect it with your dataset.

4.創建一個報告，并將其與數據集連接。

5. Create basic charts, graphs, diagrams, etc.

5.創建基本圖表，圖形，圖表等。

6. Add dimensions and metrics to track each of your visuals.

6.添加尺寸和指標以跟蹤每個視覺效果。

7. Add calculated fields for metrics and KPI formulas.

7.添加度量和KPI公式的計算字段 。

8. Think about filters for each chart or graph and add them if needed.

8.考慮每個圖表或圖形的過濾器，并在需要時添加它們。

9. Add time periods and dataset selection to make your reports interactive.

9.添加時間段和數據集選擇以使您的報告具有交互性。

定制 (Customize)

10. Format your captions and titles.

10.設置標題和標題的格式。

11. Add brand features to your graphs and charts.

11.在您的圖形和圖表中添加品牌特征。

12. Publish and share your dashboard.

12.發布并共享您的儀表板。

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，僅此而已。 您也可以直接在Data Studio中添加比較指標和運行總計，也可以使用 Google Analytics(分析)中的維度來使報表更高級。 由于Data Studio的功能非常多，您會迷失在許多功能和選項中。 要朝正確的方向前進，請記住儀表板的目標以及要從每個圖形或圖表中生成的基本知識。

新建一個Data Studio儀表板還是使用現有的儀表板？ (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:

這是您必須自己決定的問題，因為總是有兩種方法：

• You can spend time creating your own dashboard based on what you need with handpicked features.
  您可以根據需要使用精選功能來創建自己的儀表板。
• You can use a ready dashboard and spend some time fitting it to your needs and aligning it with your dataset.
  您可以使用現成的儀表板，并花一些時間使其適合您的需求，并使其與數據集保持一致。

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.

完全沒有希望現成的Data Studio儀表板完全適合您。 但是，查看預置的儀表板仍然是找出理想儀表板外觀的好方法。 正如我們可以肯定的那樣，數據是美麗的，這是靈感的來源。

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.

讓我們從滿足各種營銷需求的儀表板示例中汲取靈感。 我們還將提及您自己構建此類儀表板所要做的事情。

常規營銷分析儀表板 (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儀表板的形式進行的一般營銷概述應包含您部門每天迫切需要的信息。 而且它必須鏡像有關您當前行銷狀況的數據。 根據您的業務類型，您可能需要一個儀表板，例如Google Merchandise Store儀表板：

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，如果您更專注于分析營銷渠道，則可能對像OWOX BI網站摘要模板這樣的更復雜的儀表板感興趣：

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.

簡而言之，您需要在這里獲得許多與業務和營銷的主要目標直接相關的信息。 即使您是一家大型國際公司，擁有成千上萬的線下商店和用于在線營銷活動的品牌知名度KPI，但如果您想知道自己的努力有多成功，也應該擁有這樣一個分析儀表板。

What do you need to build this dashboard?

您需要什么來構建此儀表板？

• Basic level: Even with Google Analytics data alone, you can build a general marketing analytics dashboard.
  基本級別：即使僅使用Google Analytics(分析)數據，您也可以構建常規的營銷分析儀表板。
• Advanced level: Prepare a dataset with CRM and advertising cost data to capture the whole picture with the help of OWOX BI.
  高級：使用CRM和廣告成本數據準備數據集，以借助OWOX BI捕獲整個圖片。

What kinds of widgets might you need to include in this dashboard?

您可能需要在此儀表板中包括哪些類型的小部件？

• Time series

  時間序列

• Scorecards

  計分卡

• Tables

  桌子

• Maps

  地圖

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.

您可以在此處找到所有小部件列表，并應用所需的任何內容。 最好的技巧是設置日期范圍比較或微型條形圖 ，以添加一些動態視圖。

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:

這是一個由Amazee Metrics制作的名為KPI Snapshot的小型Google Data Studio模板，作為那些無法在其報告中沒有KPI的營銷人員的甜點：

網站效果儀表盤 (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?

您的網站上現在有多少個錯誤？ 那里有多少個斷頁，它們如何影響跳出率？ 重定向現在可以正常工作嗎？

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:

性能儀表板集中在您網站的技術方面，并向您顯示網站性能是否存在問題。 Google Data Studio中的典型性能儀表板包含有關以下信息：

• the total number of sessions
  會話總數
• the bounce rate
  跳出率
• the top 10 landing pages
  前10個著陸頁
• the page load speed for mobile/desktop
  移動設備/桌面的頁面加載速度
• JavaScript errors
  JavaScript錯誤
• 404 errors.
  404錯誤。

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.

此信息存儲在Google Analytics(分析)中，因此您可以輕松地從那里提取信息。 以下是Google Data Studio網站效果模板的一些示例，可幫助您為自己的儀表板選擇正確的小部件。

Builtvisible, JavaScript Error Tracker

內置可見JavaScript錯誤跟蹤器

Aro Digital Template

Aro數字模板

eCommerce Speed Dashboard by Canonicalized

電子商務速度儀表板由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.

在遷移網站，為其添加新的跟蹤代碼或部署新技術之后，這種儀表板至關重要。 為了使情況得到控制并在需要時回滾更改，最好使用性能報告，該報告將立即向您顯示當前市場情況的真相。

付費搜索儀表板 (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中的付費搜索儀表板可能是最受歡迎的儀表板類別。 關心付費活動結果的PPC專家和分配預算的經理每天，每周和每月訪問這些儀表板。

An efficient paid search dashboard has a couple of benefits compared to classic reporting in separate services:

與單獨服務中的傳統報告相比，高效的付費搜索儀表板具有多個優點：

1. One tab is better than ten, You have one report for all your campaigns with possibilities to segment and filter them.
   一個標簽勝過十個標簽，您可以為所有廣告系列制作一份報告，并可以對其進行細分和過濾。

2. 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

   建立一份總報告比建立五份獨立報告要快。 如果您僅在Google Ads中啟動廣告，那么也許這對您影響不大。 但是，當您添加Facebook Ads，然后添加Bing或任何其他服務時，對大量報告進行排序將比決策花費更多時間。 耗時的例程殺死了

   motivation to be productive and creative, as reporting becomes a stumbling block.

   隨著報告成為絆腳石，人們變得富有生產力和創造力。

3. You can only answer your main question, “Where should we increase our budgets,” by analyzing all your PPC channels together.

   您只能通過一起分析所有PPC渠道來回答您的主要問題“我們應該在哪里增加預算” 。

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.

您必須將所有PPC廣告來源和Google Analytics(分析)數據添加到數據集中，以獲取足夠用于PPC儀表板的信息。 考慮一下這是一次準備工作，然后您可以使用結果直到感到無聊為止。

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記分卡
• Conversion-based tables with campaign names and keywords
  基于廣告系列名稱和關鍵字的基于轉化的表格
• Top advertising placements
  最佳廣告刊登位置
• Ratings for local actions, click type comparison
  本地操作的評級，點擊類型比較

• Auction insights plot chart, etc.

  拍賣見解圖等

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.

您的想象力是極限。 以及您的數據技能。 您甚至可以創建自己的Google Data Studio YouTube模板，向您展示通過YouTube付費廣告的效率。 或只是將YouTube作為頁面報告添加到您的多合一廣告儀表板中，并與Facebook Ads，Twitter，Instagram和其他社交媒體分析一起。

Check out these great examples of pay-per-click advertising dashboards by talented marketers and analyzers:

看看這些才華橫溢的營銷人員和分析人員提供的按點擊付費廣告儀表板的出色示例：

Data Driven Template, Consolidated PPC Advertising

數據驅動模板，合并的PPC廣告

PPC Dashboard by Data4Insights

Data4Insights的PPC儀表板

Adwords, [Lead Generation] Data Studio Dashboard by One PPC

Adwords，[一個潛在客戶生成] Data Studio儀表板，由一個PPC提供

Aren’t they great? We hope your PPC dashboards will be even better.

他們不是很棒嗎？ 我們希望您的PPC儀表板會更好。

代理商專用的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.

這種類型的報告基本上可以與常規概述報告相同，但每個客戶應包含一個單獨的頁面。 當您可以在儀表板的同一頁上跟蹤所有客戶時，它非常有用。

電子商務報告 (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中簡單但有用的電子商務報告是所有在線零售商高層管理人員居住的最佳場所。 這些儀表板集中在銷售上，因此您的增強型電子商務設置應該非常適合向您顯示可靠的見解。

An efficient e-commerce Data Studio dashboard should contain:

高效的電子商務Data Studio儀表板應包含：

• an overview of channels/generated revenue or other available e-commerce metrics
  渠道/產生的收入或其他可用電子商務指標的概述
• a bar chart with channel groupings and one of your general KPIs (generated revenue, for example)
  條形圖，其中包含渠道分組和您的常規KPI之一(例如，產生的收入)
• a time series with e-commerce metric lines, add to cart, purchases, quantity, etc.
  具有電子商務指標行，添加到購物車，購買，數量等的時間序列。
• a map of purchases
  購買地圖
• a treemap for categories of goods depending on sales volumes
  取決于銷量的商品類別樹形圖
• a scatter chart for those e-commerce metrics that didn’t fit in the previous graphs.
  散布圖，用于那些以前圖表中不適合的電子商務指標。

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！ 您不是很想嘗試所有這些小部件嗎？ 讓我們回顧一下一些好的Google Data Studio模板以獲取靈感：

Data Runs Deep, AABC

數據深入研究，AABC

Sales and Shopping Behavior dashboard by My Digital Lab

我的數字實驗室的銷售和購物行為儀表板

內容營銷儀表板 (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.

內容營銷是一朵溫柔的花。 Data Studio儀表板是了解內容營銷中哪些有效和哪些無效的最好方法之一。 如果您是一家完全依賴訪問者的在線媒體公司，則應密切注意訪問者，以使您的業務持續發展。

Also, modern brands are using content marketing to cultivate brand awareness and are deeply interested in the success of their blogs.

另外，現代品牌正在使用內容營銷來培養品牌知名度，并對他們的博客成功深感興趣。

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.

以下是內容營銷儀表板的一些示例，之后您將找到小部件列表，作為自己專用于內容的Data Studio儀表板的入門思路。

Blog Content Performance by Alberto Grande

Alberto Grande的博客內容性能

Google Analytics for Copywriters & Content Strategists by WebAnalyticsSetup

WebAnalyticsSetup提供的針對撰稿人和內容策略師的Google Analytics(分析)

The number of widgets you need is up to you, but you should start with a simple set:

您需要的小部件數量取決于您，但是您應該從一個簡單的集合開始：

• Measuring customer engagement: clicks on links, forms, scrolls, time spent on the page with landing pages applied as a dimension, etc.
  衡量客戶參與度：單擊鏈接，表單，滾動，在頁面上花費的時間(以目標網頁為維度)等。

• Measuring brand visibility: time-series graph with site impressions

  衡量品牌知名度：帶有網站展示次數的時間序列圖

• Table with organic engagement filtered by channel
  通過渠道過濾具有有機參與度??的表格
• Landing page/goal completion table for simple lead generation checks
  著陸頁/目標完成表，用于簡單的潛在客戶生成檢查

Great ideas for the beginning, don’t you think?

一開始的好主意，您不覺得嗎？

排名跟蹤信息中心 (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:

對于那些熟悉搜索引擎優化(SEO)的人來說，沒有必要解釋排名跟蹤儀表板的必要性。 對于我們的其他讀者，下面簡要回顧一下創建這種儀表板的原因：

• Explore your keyword queries
  探索您的關鍵字查詢
• Control how your rankings develop with time
  控制您的排名如何隨著時間發展
• Mark anomalies in query rankings
  在查詢排名中標記異常

This report might look simple, but it’s mighty:

該報告看似簡單，但功能強大 ：

完整的SEO營銷報告+本地SEO +營銷儀表板 (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.

提供從流量概述到搜索結果性能和反向鏈接的所有內容，并以技術SEO和增強的搜索引擎結果頁面(SERP)分析為結尾，Data Studio中完整的SEO儀表板對于任何數字業務都是神奇的子彈。

SEO template by SemRush

SEO模板由SemRush

Organic Traffic Template

有機交通模板

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:

如您所見，SEO提供了幾乎無限的選項來應用和定制窗口小部件。 添加完網站數據和Search Console數據后，我們建議您添加Google My Business帳戶，以用于出色的本地SEO和市場營銷儀表盤，例如：

穿越儀表板森林 (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是現代營銷人員的絕佳工具，盡管存在一些限制，但它仍然是Tableau和Power BI付費版本的最主要競爭對手。 我們希望至少在日常操作中涉及到Data Studio模板方面的問題。 將本文另存為Data Studio儀表板模板上的袖珍百科全書，并與您的同事共享。