Automated reporting with With Google Sheets/Slides/Data Studio

Automated reports
With Google Sheets/Slides/Data Studio

22017 © Humix, all rights reserved #MeasureCamp
Agenda
1. Introduction
2. The evolution of the homo analyticus
3. The evolution applied to data
4. The evolution of the homo automaticus
5. The homo analytics habitat
6. Free tools
7. The setup
8. (Google slides & Sheets version)
9. The setup 2 (Google Data Studio & Sheets version)
10. Feedback

Yves Ferket
Humix.be Senior Analyst
I'm digital since ‘95
@Nodesktophero
yves.ferket.com

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The evolution of the homo analyticus

Must know!!
Looking
Back
Export & Create & Mail
Reports
“Look at” the reporting tools
together
Automated Dashboards ,
analysis, benchmarks +
forecasting
Looking
forward
Automated Dashboards
with analysis

the numbers: last 7 days

the numbers: last 7 days
What are sessions?
Is this good?
Should it be better?
…

What are sessions?
> human voice added
Add human voice
“Last 7 days we had 199 visits on
the site.”

Is this good or bad?
> benchmark added
Add Benchmark
“Last 7 days we had 199 visits on the
site.
This is -9.55% from our target.”

Are we improving?
> benchmarked vs previous period
Add benchmark vs previous period
“Last 7 days we had 199 visits on the
site.
This is -9.55% from our target.
Compared to previous period of 7
days, this is a -8.3% difference.”

I’m more like a visual kind of
person….?
> Add big numbers
Make it more visual

Is this last week or last 7 days?
> Add period
Make it clear so there’s no doubt

I’m like a really visual person?
> Add Gauge
Make it really visual

Did we have good or bad days?
> Add Sparkline
Add context

Tell me again…what is this?
> Add explanation
Add context

I see what you did there...
10 10

The evolution of the homo automaticus

Telling stories with data
works better in custom
environments

222017 © Humix, all rights reserved
The IT departement has it’s own idea for your best tools...
…. if your IT departement is Penny Wise, Dollar stupid?

Bounce rate you say...it’s
that that thingy you
explained last week?

“We may have more
than one language...”

“We may have more
than one site...”

“Can
you do 2
weekly...”
“Drop
Italy &
France...”
“I want
segment
data +90
days...”
“Where
is my SEO
data...”
“Compare
to last
summer””
“Change
that to our
corporate
style”

“You always
run into a certain
level of
customisation”

“Are you an
export
>graphic
> cut & paste
> powerpoint
Report
Monkey?”

Reporting flow
1: Set
Timeframe
2: Create/View
data & graphics
3: Create a
presentation
4: Add analysis
by hand
5: Share by mail
Oh no…
it’s the end of the
month again...
3: Export or
screenshot the
results

These are some popular tools you’ll need:
● Google sheets:
Because it’s a non cluttered excel on
steroids
● Google Slides:
Because it’s Google Sheets’ sexy
sister
● Super Metrics:
Because import/export is for report
monkey’s...and not free...but
● Google Data Studio:
If you use standard periods
Free (or almost free) tools

The setup
(Google slides & Sheets version)

Reporting flow
1: Set
Timeframe
2: Create/View
data & graphics
3: Create a
presentation
4: Add analysis
by hand
5: Share by mail
Oh no…
it’s the end of the
month again...
3: Export or
screenshot the
results

Use a Google sheet to prepare your
Dynamic variables:
● Reporting Period P1
○ StartDate
○ EndDate
● Previous Period P2
○ PrevStartDate
○ PrevEndDate
● …
● Anything else you might need
Prepare a Google Sheet

Supermetrics will enable you to
query the Google Analytics (and
other) API’s without really having to
learn the whole API. Puts your data
in a sheet
It’s free:
● For Google Analytics
● For 100 lines/query
● No scheduled refresh
Paying for a whole lot more features
● + 24 platforms
● Scheduled refresh
● € 43.75 /month // € 88.39
Use SuperMetrics

You can now pull your data in
Google Sheets through the
supermetrics Add-on
● Just select your GA account
● Build a query by selecting
○ Dates (just pick the
period you need, we’ll fix
this later)
○ Metrics (sessions,
users,...)
○ Dimensions (date/time,
segment,...)
● Get the data to the Table in a
sheet: GeneralSiteData-P1
Create your Query in Supermetrics

Duplicate your Query for Previous Period P2
Now duplicate your query in
Supermetrics, and get the data to
the Table in a sheet:
GeneralSiteData-P2
Notice I created an extra sheet :
GeneralSiteData-Calcs.
This I will use to calculate
differences and create my chart

Make your Dates Dynamic
Remember the start & end period in
our SheetVariables?
We will now use them to adapt our
queries to the periods we like, to
make this setup re-usable, for your
next reporting
Point the cells in the SuperMetrics
query for start & end date to the
variables for the P1 start & end date
in your variables sheet

Refresh your Data
You can now refresh your queries by
selecting them, and pushing
refresh...

The Data Calculation & Graph Sheets
Prepare the sheet
GeneralSiteData-Calcs , where you
will :
1. align your data:
a. The dates from P1
b. The values for P1
c. The values for P2
2. calculate differences
3. create graphs,using the
charting possibilities of Google
Sheets to create a graph that
tells a story with your data
...and this all without it being
overwritten by your dynamic data
from SuperMetrics
01
02
03

Create a Google Slides presentation
You can now embed these charts in your
presentation
1. Insert Chart
2. From Google Slides

You can now embed these charts in
your presentation. (Be sure to check
“link to spreadsheet”)
Export as PDF to create a snapshot
version of your presentation...or
copy the presentation to create a
new version...

Every time you change your date
parameters in the Google Sheets
and refresh the queries in
SuperMetrics, the Google slides will
update with a click.

For the traffic acquisition of this
period we see:
● Traffic by people who search in
Google went up by 2,5%
● People direct typing in our URL
went down by 50%
● Our Google Adwords brought
in 10 people
● Sites linking to us went up 33%
● Social traffic went also up 33%
Example Slide With interactive Charts + your analysis

Lazy version...automated these reviews
This Periods Traffic Sources Review
Traffic by people who searched in Google went down
by -9.54%
Traffic by people direct typing in our URL went down
by -45.45%
Our Google Adwords brought in
8 people
Sites linking to us went up by 45.45%
This Week Traffic Agenda
In Week 39 we had a visit of the king & queen
Bonus points: Create a weekly agenda in a sheet to
document what happened and add it: Sales promo’s,
external PR, Holiday periods, ...

1: Create these sentences
How do you do that?
2: Vlookup “Organic Search”, and make it a
rounded nr:
=ROUND(Vlookup("Organic
Search",A1:D9,4,FALSE)*100,2)
3: Check if value is positive or negative:
=IF(K2>0,"up ","down ")
For more “human” voice, use several words:
“Really down”, “down”, “neutral”, “good”,...
4: type the kind of value you need:
%, visits, sessions,...
4: Stitch it together wit Concatenate:
=IF(ISNA(CONCATENATE(H2,I2,J2,K2,L2)),"-",CONCATENA
TE(H2,I2,J2,K2,L2))
I use errortrapping with the If-ISNA
combination

5: Select your cells, and
Copy&Paste in your
presentation
How do you do that?
6: Google slides will ask if you want to link
this. Of course we do ;).
This Periods Traffic Sources Review
Traffic by people who searched in Google went down by -9.54%
Traffic by people direct typing in our URL went down by -45.45%
Our Google Adwords brought in
8 people
Sites linking to us went up by 45.45%
Social traffic went nowhereby 0%
7: Look: a dynamic review for
your report. Now put your extra
time in the analysis of your
data instead?
Or go biking or surfing ;)

The setup 2
(Google Data Studio & Sheets version)

Google Data Studio
Google Data Studio makes the job a
lot easier:
● You will create your visuals +
analysis in one tool
But….Google Data Studio has more
restrictions in
● Customization
● Auto refresh (use a chrome plugin)
But…Is changing every month (or faster)
Standard (limited) version of the
graph native in Google Data
Studio Enhanced version from the
Google sheet data, with an
automated (table graph) report

Automated reporting with With Google Sheets/Slides/Data Studio

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