A successful marketing campaign includes data retrieval and interpretation. While many tools are available that collect data, there aren’t many user-friendly ones that effectively interpret that data. By using Google Search Console in coordination with Google Analytics 4 (GA4), and Google Data Studio, brands can create visually appealing presentations while identifying data that can lead to better SEO results.
What Is Google Data Studio?
Google Data Studio is a valuable tool that converts data into easy-to-read reports. This program offers many benefits, including:
- Retrieval and organization of data from multiple sources, including Google Sheets and Microsoft Excel.
- Easy-to-use dashboard that’s completely customizable.
- Live data that loads faster without lagging.
- Opportunities for teammates to collaborate on presentations in real-time.
- Scheduling tools that users can set ahead of time to send and print reports.
Brands can also add collaborators and editors to the presentations in Google Data Studio, similar to other Google documents.
What Is Google Search Console?
Google Search Console is another Google-specific tool that provides webmasters with important data about their websites. Its primary tasks are to check indexing, monitor server errors, and investigate security issues. Google Search Console also pulls information from Google Analytics, including data related to organic search traffic.
Search Console Insights is different from Google Search Console. While Google Search Console measures traffic, Search Console Insights aims to learn more about traffic behaviors and top-performing content.
More Search Console Insights Added to Google Data Studio
Google Data Studio now correlates with Google Search Console, filling the gap in data interpretation. While access to data has always been available with Google Search Console, interpreting that data hasn’t always been an easy task.
Brands can now access even more insights when working in Google Data Studio. A new user-friendly dashboard within the program enables users to shift between different features. Google has also provided a template that users can use to record data.
This template within Google Data Studio helps users track and review data from Google Search Performance. Using the template and choosing the specific perimeters of data that mean the most to a brand, businesses can create a chart that not only includes relevant data but also displays it in a way that’s easy to read and present.
Search Console Insights Available
Connecting Google Search Console to Google Data Studio is the best option to access data in a visual manner. Search Console Insights offers access to an abundance of data, including:
- Search queries that resulted in a visit to your site
- Page views.
- The average duration of time spent on an individual page.
- Length of time since last webpage visit.
- Channels that drive the most traffic.
- Referring links.
- Social media channels that drive the most traffic.
- Most popular articles or blogs.
Google also continually makes updates to its programs, adding new data integrations and interpretation tools. Google Data Studio offers additional benefits, including the ability to:
- Specify the type and source of data to include in a report.
- Narrow down data using filters like location and device type.
- Refine data by date range.
- Create reports that team members of all levels can understand and interpret.
- Customize the dashboard to include the most relevant charts.
Businesses can gather all types of data using these insights, including top landing pages, number of impressions, CTR rates, and search queries. This information helps companies better understand how well their SEO and content marketing efforts are working. It also helps them identify ways to improve webpage content and better meet the brand’s goals.
Why Are Data Insights Important?
Google Data Studio and Google Search Console are just a few of the data collection tools that brands have available to them. Collecting data and learning how to interpret it are two crucial steps to an effective marketing strategy. While many brands have ample resources in place to collect data, few spend the time necessary to dig deep through that data to learn how to best use it.
Without data, brands may find it difficult to identify their target audience. They’re also not able to target them directly, which ultimately, leads to higher ad spending. Brands that aim to maximize their SEO and PPC budgets need to incorporate data into their short- and long-term plans.
How To Effectively Use Google Data Studio
Using Google Search Console to pull data from Google Analytics and other programs is a good first step toward an effective campaign. Pairing the data from Google Search Console with Google Data Studio is an even better strategy. Google Search Console Insights should be available to most users by now, but brands may need to play around with features to learn what data and reports are most relevant to their goals.
Connecting Search Console to Data Studio gives brands more control over their data. As Google continues to add more insights to Google Data Studio, the tool will provide even more value to brands that rely on data to make informed, strategic decisions.