Google Data Studio

Data Studio is a dashboard and reporting tool that gives you options to present analytics data into informational, customizable and easy-to-understand reports through data visualization.

What is Google Data Studio?

Data Studio is a free tool from Google that connects data from Google's services and external sources. This data is then transformed into informative reports for your audience using bar graphs, charts, line graphs, geo maps, and more. It also gives you the option to make reports interactive and dynamic by adding custom filters controls. 

Basics Topics

Connect data

The first step on Data Studio is to connect to the data source of your report. This includes Google products like Analytics, AdWords, Sheets, Youtube, etc. However, you can also connect to databases, files, and other marketing services.  

Data sources let you manage connections to your data and configure the fields you can use in your report. Below there is an image with an example of fields that comes from Google Analytics, this includes all the metrics and dimensions, that now can be used in DataStudio

Create a report

The next step is to create the report, with the data source connected, now its time to experiment with the tool. You can try all the different charts, filters and configurations to see what they can do.

  1. Menu bar
  2. Chart options. 
  3. Filtering controls, which allow you to add date filters, field filters, and data filters
  4. Text, Image and Shape objects to add to dashboards.
  5. Controls to download, embed and share your report
  6. The View button which toggles into presentation mode
  7. Options pane in the sidebar, which will relate to the object currently selected in the canvas.
  8. The dashboard canvas.


You can see more information about creating reports on the official documentation 

Configure report controls

Filters control give the power to viewers to restrict or refine the data they want to see. You can define filters for an entire report, a page or just a single chart.

Data Studio lets you reuse filters by created them on the Filter manager 

Select Resource > Manage filters from the top menu.

Each filter has defined a series of rules that are applied to charts in order to show the data. Above there is an example for the "Filter Playbook" filter, its rule is to include only pages in which URL contains the text /marketing-capabilities/

By doing this, you can reuse the filter in different charts, for example, the pie chart and the table on the right.


You can see more information about filters on the official documentation 

How To's (Advanced options)

How to schedule report email delivery 

Data Studio gives you the option to send a copy of your report via automatic email delivery

  1. View the report you want to schedule.
  2. In the upper right, click ShareSchedule email delivery.
  3. Enter a list of email addresses.
  4. Set the date and time you wish to begin sending the report.
  5. Set the delivery frequency.
    1. Daily
    2. Weekly
    3. Monthly

Image result for Schedule email delivery data studio

How to embed a report

You can include your Data Studio report in your own site by embedding it through an iframe tag. This gives you some functionality like:

  • Interaction with charts
  • Navigation through pages
  • Open the report on Google Data Studio


The report has to be public in order to be rendered by the iframe in the Grow Brands site

How to create custom metrics

Sometimes raw data from your data source is not enough to make the reports you want. It's possible to create customs metrics using formulas in order to generate meaningful reports. 

Data Studio has available a powerful set of functions to make arithmetic operation, aggregation, and even manipulating dates, text and locations.

For example, below there is a case of how the Page metric is shown with the whole URL. In this case, it was needed a custom field in order to show just the title in a friendly way. using a CASE function to evaluate if the Page field matches a pattern.

Calculated field
  WHEN (REGEXP_MATCH(Page, '.*home.*') OR REGEXP_MATCH(Page, '.*marketing-excellence/marketing-excellence.*')) THEN  "Home"
  WHEN (REGEXP_MATCH(Page, '.*marketing-capabalities.*')) THEN "Marketing Capabilities"
  WHEN (REGEXP_MATCH(Page, '.*global-insights.*')) THEN "Global Insights"
  WHEN (REGEXP_MATCH(Page, '.*media-next-thing-now.*')) THEN "Media: Next thing now"
  WHEN (REGEXP_MATCH(Page, '.*news-and-events.*')) THEN "News You Can Use"
  ELSE "Other"

With the custom field applied, this is the result


You can see more information about calculated fields on the official documentation 

Data Studio Examples

PGM Data Studio Report

Table of Content