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Sam Marsden
SEO & Content Manager
@DeepCrawl
A Digital Marketer’s Guide
to Levelling up With Data
Studio
@DeepCrawl#ThinkUnboxed
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
How does Data Studio help
make me a better marketer?
@DeepCrawl
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.
Spreading the
Data Studio
love...
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.
SITE PERFORMANCE DASHBOARD (GA)
@sam_marsden#ThinkUnboxed
Global filters
Top-level KPIs
Monthly
trending
TOP LEVEL ORGANIC TRENDS (GSC)
@sam_marsden#ThinkUnboxed
Overview for relevant stakeholders
YoY comparison for
top level tracking
Monthly trending
BRANDED/NON-BRANDED PERFORMANCE
@sam_marsden#ThinkUnboxed
Filtering Performance data to reveal
branded & non-branded search trends.
PERFORMANCE BY DIRECTORY
@sam_marsden#ThinkUnboxed
Use directory level as a dimension to reveal organic
performance for different sections of your site
SURFACE GEO AND DEVICE INSIGHTS
@sam_marsden#ThinkUnboxed
Break down
distribution of
countries Trend device
distributions
month to month
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
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
Content performance dashboard (GA)
@sam_marsden measure
Monthly
comparisons
Monthly
overview
CONTENT PERFORMANCE DASHBOARD
@sam_marsden#ThinkUnboxed
Content type breakdowns
@sam_marsden measure
Page level
stats
Overall
performance
Content type
CONTENT TYPE BREAKDOWNS
@sam_marsden#ThinkUnboxed
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
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/
Data Studio helps me work with junior SEOs
@sam_marsden measure
SEO Manager SEO Executive
GDS HELPS ME WORK WITH SEOS
@sam_marsden#ThinkUnboxed
MONTHLY COMPARISON DASHBOARD
@sam_marsden#ThinkUnboxed
Ideal for daily/weekly check-ins to quickly detect
changes and review overall monthly comparisons.
DETECTING CHANGES QUICKLY
@sam_marsden#ThinkUnboxed
Detect changes in
traffic from different
devices, countries or
search types
at a glance.
Clicks Impressions CTR
LONG-TAIL VS. SHORT
TAIL
@sam_marsden#ThinkUnboxed
How is query length contributing to organic search performance?
TOP PERFORMING PAGES & QUERIES
@sam_marsden#ThinkUnboxed
Top performing
pages in search
Top performing
queries in search
BIGGEST MONTHLY WINS & LOSSES
@sam_marsden#ThinkUnboxed
Pre-filtered tables
to show biggest
changes in
clicks, impressions,
position and CTR.
Dashboarding speed metrics
@DeepCrawl
Back in 2004
@sam_marsden#ThinkUnboxed
Myspace was up
and coming
Friends ended :’-( Kanye was
actually alright
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
Our expectations
were low and we
were satisfied with
ssslllooowww
@sam_marsden#ThinkUnboxed
In 2019...
@sam_marsden#ThinkUnboxed
“A one second delay in
mobile load times can
impact mobile conversions
by up to 20%.”
Source: Think with Google
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
Accessing CrUX data
@sam_marsden 2
ACCESSING GOOGLE SPEED METRICS
@sam_marsden#ThinkUnboxed
Getting to the CrUX of the matter
@sam_marsden
PAGESPEED INSIGHTS IN GDS
@sam_marsden#ThinkUnboxed
Getting to the CrUX of the matter
@sam_marsden
CUSTOM CRUX DASHBOARDS
@sam_marsden#ThinkUnboxed
Getting to the CrUX of the matter
@sam_marsden
CUSTOM CRUX DASHBOARDS
@sam_marsden#ThinkUnboxed
Performance for each performance metric with
clearly understandable definitions.
Getting to the CrUX of the matter
@sam_marsden
CUSTOM SPEED DASHBOARDS
@sam_marsden#ThinkUnboxed
bit.ly/
sej-speed
Getting buy-in from management & clients
@sam_marsden
Competitor comparison
Revenue impact calculator
@sam_marsden#ThinkUnboxed
CUSTOM CRUX DASHBOARDS
Communicating the impact of optimisation
@sam_marsden
Overlaying performance and business metrics e.g.
% fast FCP with conversion and bounce rates.
@sam_marsden#ThinkUnboxed
Getting to the CrUX of the matter
@sam_marsden
ACCESSING CRUX IN BIGQUERY
@sam_marsden#ThinkUnboxed
ESSENTIAL READING
@sam_marsden#ThinkUnboxed
● Paul Calvano - CrUX query tutorials
● Rick Viscomi - CrUX cookbook
● Oliver Mason - Misusing the Chrome User
Experience Report
WATCH MY WHITEBOARD FRIDAY
@sam_marsden#ThinkUnboxed
Howdy
Moz fans!
@sam_marsden ThinkUnboxed
Tips for Data Studio
Success
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
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
This will allow you to:
@sam_marsden
DATA VIZ CATALOGUE
@sam_marsden#ThinkUnboxed
Dataviz
catalogue.com
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
@sam_marsden ThinkUnboxed
Notable Data Studio
resources
@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
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
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
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
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
Wrapping it
all up...
Identify your
reporting time sucks
...focus on getting
you to the insights
as quickly as
possible
...and communicate data in impactful
ways to influence the people that
matter.
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
Sam Marsden
SEO & Content Manager
@sam_marsden
THANK YOU
@sam_marsden#ThinkUnboxed

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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.
  • 8. SITE PERFORMANCE DASHBOARD (GA) @sam_marsden#ThinkUnboxed Global filters Top-level KPIs Monthly trending
  • 9. TOP LEVEL ORGANIC TRENDS (GSC) @sam_marsden#ThinkUnboxed Overview for relevant stakeholders YoY comparison for top level tracking Monthly trending
  • 10. BRANDED/NON-BRANDED PERFORMANCE @sam_marsden#ThinkUnboxed Filtering Performance data to reveal branded & non-branded search trends.
  • 11. PERFORMANCE BY DIRECTORY @sam_marsden#ThinkUnboxed Use directory level as a dimension to reveal organic performance for different sections of your site
  • 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
  • 15. Content performance dashboard (GA) @sam_marsden measure Monthly comparisons Monthly overview CONTENT PERFORMANCE DASHBOARD @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
  • 20. MONTHLY COMPARISON DASHBOARD @sam_marsden#ThinkUnboxed Ideal for daily/weekly check-ins to quickly detect changes and review overall monthly comparisons.
  • 21. DETECTING CHANGES QUICKLY @sam_marsden#ThinkUnboxed Detect changes in traffic from different devices, countries or search types at a glance. Clicks Impressions CTR
  • 22. LONG-TAIL VS. SHORT TAIL @sam_marsden#ThinkUnboxed How is query length contributing to organic search performance?
  • 23. TOP PERFORMING PAGES & QUERIES @sam_marsden#ThinkUnboxed Top performing pages in search Top performing queries in search
  • 24. BIGGEST MONTHLY WINS & LOSSES @sam_marsden#ThinkUnboxed Pre-filtered tables to show biggest changes in clicks, impressions, position and CTR.
  • 26. Back in 2004 @sam_marsden#ThinkUnboxed Myspace was up and coming Friends ended :’-( Kanye was actually alright
  • 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
  • 28. Our expectations were low and we were satisfied with ssslllooowww @sam_marsden#ThinkUnboxed
  • 29. In 2019... @sam_marsden#ThinkUnboxed “A one second delay in mobile load times can impact mobile conversions by up to 20%.” Source: Think with Google
  • 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
  • 31. Accessing CrUX data @sam_marsden 2 ACCESSING GOOGLE SPEED METRICS @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
  • 36. Getting buy-in from management & clients @sam_marsden Competitor comparison Revenue impact calculator @sam_marsden#ThinkUnboxed CUSTOM CRUX DASHBOARDS
  • 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
  • 39. ESSENTIAL READING @sam_marsden#ThinkUnboxed ● Paul Calvano - CrUX query tutorials ● Rick Viscomi - CrUX cookbook ● Oliver Mason - Misusing the Chrome User Experience Report
  • 40. WATCH MY WHITEBOARD FRIDAY @sam_marsden#ThinkUnboxed Howdy Moz fans!
  • 41. @sam_marsden ThinkUnboxed Tips for Data Studio Success
  • 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
  • 54. ...focus on getting you to the insights as quickly as possible
  • 55. ...and communicate data in impactful ways to influence the people that matter.
  • 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