A Beginner’s Guide to Google Data Studio for Marketers


Mahmoud Monem


June 1, 2022

With businesses in all sectors becoming increasingly reliant on their data to grow and succeed, there is an increased importance placed upon visualizing that data for small and medium-sized businesses who need it to survive in such competitive times. But, what's Google Data Studio? What are the benefits of using it? Why would you need it in the first place?

If you own a small or medium-sized business, you will need data to validate new features, understand users’ behavior and shape how to develop your products or services. Data visualization tools will help you get a deeper understanding of the information you have about your company, making it easier for you to make business-critical decisions that could help increase profits or decrease costs.

Data visualization is also essential for marketing professionals. It helps them collect data from different sources in one place, understand the performance of their campaigns, understand how their marketing strategy is performing, and find opportunities to grow. Then, re-evaluate their approach and allocate their budgets properly to maximize returns.

What's Google Data Studio?

Google Data Studio is the perfect tool for business analytics, providing a free data presentation solution for digital marketing professionals. By utilizing Google Data Studio features such as a drag & drop interface and visualizations, you can create beautiful dashboards to present your data.

Google Data Studio makes it easy to visualize your most important marketing data.

It's a powerful and flexible tool with an easy-to-use user interface that is more user-friendly than Google Analytics. It has many connectors that make it the perfect tool to build dynamic, interactive dashboards that help in decision making. 

With Google Data Studio, you can connect data from different sources such as Google Sheets, Google BigQuery, Google Ads, Facebook Ads, and TikTok Ads. Therefore, it's an easier and faster way to analyze all your data from one place. 

It also allows you to customize your reports by applying your brand identity. That will save you time building a report that gives stakeholders the information needed to digest the performance of marketing activities quickly.

Also, it comes with a gallery that has a ton of ready-to-use dashboards and a community of professionals who share their templates.

The benefits of Google Data Studio

Google Data Studio has a lot of benefits, and it's a part of the Google Marketing Platform Toolkit, which helps marketers be better at marketing. Here are some of its benefits:

Free and easy to use

Google data studio allows you to connect a wide variety of data sources using built-in connectors without code or engineering work. It's built to decrease the barrier to entry and allow companies of all sizes to have access to a good data visualization tool.

With a couple of clicks and the drag & drop feature, you can quickly turn your data into art!

Customizable reports

Data Studio makes it easy to transform your data into clear, concise, and insightful reports. You can format the way your report looks by selecting from a wide array of styles and layouts built for any type of data. Or you can make it your own with advanced formatting options and drag-and-drop layout tools. The choice is yours.

Interactive data visualizations

Just because you don’t come from a design background doesn’t mean your reports will be dull and dreary. Google Data Studio has been engineered with a powerful interface that allows you to easily create relevant and meaningful interactive and dynamic reports.

You can control the date range, set different filters, sort by various metrics, select optional metrics, or drill down into the data for any item within your dashboard.

Real-time data

Data Studio is part of the automation megatrend. It helps fully automate your reporting dashboards with real-time data using partner connectors or custom scripts, saving hours of manual data work.

Easy to share

Different teams need data visualization tools for various purposes, and every team is interested in visualizing different metrics. The marketing team will need to see different metrics than what the finance team needs. Data Studio allows every team to have their own reports with easy-to-share features via a link, email permissions, and/or scheduled email deliveries.

Easy to export

Google Data Studio allows users to export dashboards in PDF, Excel, Google Sheet, and/or email formats, making it easy for every individual to decide how they want to present the data to their stakeholders.

Export all of your charts with a single click.

Ability to drill down

The drill-down feature reveals additional levels of detail within a chart. With a click, you're able to visualize the trendline in months instead of weeks, or days instead of hours, without reconfigurations or technical work.

Create calculated fields

Data Studio allows you to transform and do math with your data. This feature is beneficial when you connect data from different sources as it allows you to create custom metrics that calculate values from different data tables.

Use Calculated Fields to track your most important KPIs.

For example, a marketing professional needs to create a graph chart or a table that shows how the number of sales is developing month over month, broken down to the source/channel that generated the sale.

Google Data Studio makes this a straightforward process as follows:

  1. Connect Google Data Studio to your data warehouse.
  2. Join your data tables, if needed.
  3. Drag and drop a chart or a table.
  4. Configure your chart for your needs.

Data Studio has a lot of other benefits, but these are the top and the most important ones.


Google Data Studio is a perfect tool for small and medium-sized businesses who need to leverage their data but don't have a data team or don't want the complications that come with using a more technical data visualization tool such as Tableau. 

Finally, it's better to have a good data structure that's scalable in the future once your business grows. So it's recommended to store all your data in a data warehouse such as Google BigQuery, Amazon Redshift, or other tools, then use Data Studio to visualize such data. Don't rely on exporting your data to a Google Sheet or uploading CSVs, as those aren't scalable.

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