[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fal-wightman-can-google-data-studio-help-brighton-seo-2017":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":474,"breadcrumbs":475,"reading_minutes":211,"category":482,"head":484},"2017-04-07T12:18:12",{"rendered":6},"\u003Cp>In the late morning Insights track, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Falwightman\">Al\u003C\u002Fa> of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fsowhatanalytics\">So What Analytics\u003C\u002Fa> picked up on some awesome Analytics and Data scientist tips and tricks for us all. Al’s a huge fan of Google’s Big Query, Big Data (warehousing) and Google’s sort-of-still-new Data Studio. Here’s a summary of his talk for those who didn’t make it! If you want to follow along with the slides, you can find them \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002Falwightman\u002Fdata-studio-brighton-seo-apr-2017-16-x-9\">here on Slideshare\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>The issue with data in 2017 is that as marketers, the data we need is stored in far too many disparate places. Web analytics is in Adobe or Google Analytics, ecommerce data is usually on-platform in Magento or similar, ad data in Adwords or your DSP’s, various other information is stored in both online and offline databases… and that’s why Monday morning is such a pain!\u003C\u002Fp>\n\u003Cp>As marketers we want to spend time with the data, rather than finding it in the first place.\u003C\u002Fp>\n\u003Cp>There are already innovations out there: Supermetrics and various Google Scripts are great at pulling data into spreadsheets for you, but you still end up with separate sheets that need internal cross-referencing to product something useful.\u003C\u002Fp>\n\u003Ch2 id=\"google-data-studio\">Google Data Studio\u003C\u002Fh2>\n\u003Cp>Google Data Studio (beta) turns your data into informative dashboard and reports that are easy to read, easy to share, and fully customisable. The list of the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fdatastudio\u002Fanswer\u002F6268208?hl=en\">data sources\u003C\u002Fa> is every changing, but the good news for SEOs is that Search Console was recently added(!). One of the most powerful (amongst other database connections) is the connection to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcloud.google.com\u002Fbigquery\u002F\">Google’s BigQuery\u003C\u002Fa> – Google’s data warehousing product which allows almost any data-type importing so long as you have a method of getting the data in there in the first place.\u003C\u002Fp>\n\u003Cp>Within Data Studio, connecting to data sources is really, really painless. Google, through their standard authentication processes, have eliminated most of the potential pain points for us. For all Google products, there’s absolutely no coding required at all!\u003C\u002Fp>\n\u003Cp>Check out the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdatastudio.google.com\u002Foverview\">Google Data Studio Gallery\u003C\u002Fa> if you’re looking for report inspiration!\u003C\u002Fp>\n\u003Ch2 id=\"data-studio-as-a-bi-tool\">Data Studio as a BI tool?\u003C\u002Fh2>\n\u003Cp>From reviewing the product features, in addition to the recently added connectors, it’s clear to see how Google plan to further develop the tool outside of digital marketing and into wider business information. You can connect almost anything in a database.\u003C\u002Fp>\n\u003Ch3 id=\"so-why-data-studio\">So.. Why Data Studio?\u003C\u002Fh3>\n\u003Cul>\n\u003Cli>It’s free (5 report limit removed Feb 2017)\n\u003Cul>\n\u003Cli>Google account for access\u003C\u002Fli>\n\u003Cli>Unlimited users\u003C\u002Fli>\n\u003Cli>Unlimited reports\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli>Shallow learning curve\n\u003Cul>\n\u003Cli>Drag and drop\u003C\u002Fli>\n\u003Cli>Standardised visual elements to change from (charts, single metrics, graphs)\u003C\u002Fli>\n\u003Cli>Sharing data — all reports can be shared with others through familiar Google sharing dialogs\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli>Data transformation\n\u003Cul>\n\u003Cli>When the data comes in, you can transform it if you want – if you don’t like to call sessions sessions, you can rename them to visitors, etc\u003C\u002Fli>\n\u003Cli>Create your own custom metrics\u003C\u002Fli>\n\u003Cli>Example: Create GA custom channel grouping (see the photo below – this looks very effective)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli>Merging data sources\n\u003Cul>\n\u003Cli>One data source per component but you can multiple different components with different sources on the same report – this isn’t possible with GA\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-3034\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FuLi3h4uM-custom-channel-grouping-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Cp>As a slight aside, Al mentioned a really poignant point that I think will come to fruition in the future. Custom Google Analytics dashboards are becoming less and less useful in comparison, so perhaps they’ll sunset this functionality in favor of Google Data Studio adoption. Just a theory, but it resonated well and I feel the same.\u003C\u002Fp>\n\u003Cp>Al had a great case study, too, but you can check this out in his slides. Nice work in particular on that one, Al!\u003C\u002Fp>\n",false,"standard",[10],41,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],108,[19,20,21,22,23,24,25,26,27],"post-3033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-measurement","collections-brighton-seo",{"page_content_modules":29,"hero":207},[30,159],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Al Wightman – How can Google Data Studio help me? Brighton SEO 2017",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},1,"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":43,"specialist_service_links":44,"photo":103},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[45,62,74,84,94],{"page":46,"link_text":50},{"ID":17,"post_author":47,"post_date":48,"post_date_gmt":48,"post_content":49,"post_title":50,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":53,"to_ping":49,"pinged":49,"post_modified":54,"post_modified_gmt":54,"post_content_filtered":49,"post_parent":55,"guid":56,"menu_order":57,"post_type":58,"post_mime_type":49,"comment_count":59,"filter":60,"url_path":61},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":63,"link_text":73},{"ID":64,"post_author":65,"post_date":66,"post_date_gmt":66,"post_content":49,"post_title":67,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":68,"to_ping":49,"pinged":49,"post_modified":69,"post_modified_gmt":69,"post_content_filtered":49,"post_parent":70,"guid":71,"menu_order":57,"post_type":58,"post_mime_type":49,"comment_count":59,"filter":60,"url_path":72},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":75,"link_text":78},{"ID":76,"post_author":47,"post_date":77,"post_date_gmt":77,"post_content":49,"post_title":78,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":79,"to_ping":49,"pinged":49,"post_modified":80,"post_modified_gmt":80,"post_content_filtered":49,"post_parent":81,"guid":82,"menu_order":57,"post_type":58,"post_mime_type":49,"comment_count":59,"filter":60,"url_path":83},244,"2020-12-21 14:32:54","CRO","cro","2026-04-13 10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":85,"link_text":93},{"ID":86,"post_author":47,"post_date":87,"post_date_gmt":87,"post_content":49,"post_title":88,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":89,"to_ping":49,"pinged":49,"post_modified":90,"post_modified_gmt":90,"post_content_filtered":49,"post_parent":57,"guid":91,"menu_order":57,"post_type":58,"post_mime_type":49,"comment_count":59,"filter":60,"url_path":92},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":95,"link_text":98},{"ID":96,"post_author":47,"post_date":97,"post_date_gmt":97,"post_content":49,"post_title":98,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":99,"to_ping":49,"pinged":49,"post_modified":100,"post_modified_gmt":100,"post_content_filtered":49,"post_parent":57,"guid":101,"menu_order":57,"post_type":58,"post_mime_type":49,"comment_count":59,"filter":60,"url_path":102},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":104,"id":104,"title":105,"filename":106,"filesize":107,"url":108,"link":109,"alt":49,"author":110,"description":49,"caption":49,"name":111,"status":112,"uploaded_to":57,"date":113,"modified":113,"menu_order":57,"mime_type":114,"type":115,"subtype":116,"icon":117,"width":118,"height":119,"sizes":120},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 15:58:10","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":121,"thumbnail-width":122,"thumbnail-height":122,"medium":123,"medium-width":124,"medium-height":125,"medium_large":126,"medium_large-width":127,"medium_large-height":128,"large":129,"large-width":130,"large-height":131,"1536x1536":132,"1536x1536-width":133,"1536x1536-height":134,"2048x2048":135,"2048x2048-width":136,"2048x2048-height":137,"post-thumbnail":138,"post-thumbnail-width":139,"post-thumbnail-height":140,"12_col":141,"12_col-width":142,"12_col-height":143,"default_landscape":144,"default_landscape-width":145,"default_landscape-height":119,"default_portrait":146,"default_portrait-width":119,"default_portrait-height":145,"6_col_and_margin_short":147,"6_col_and_margin_short-width":139,"6_col_and_margin_short-height":143,"11_col_and_margin":148,"11_col_and_margin-width":149,"11_col_and_margin-height":143,"9_col_rectangle":150,"9_col_rectangle-width":151,"9_col_rectangle-height":152,"11_col":153,"11_col-width":154,"11_col-height":143,"staff_image_696_600":155,"staff_image_696_600-width":118,"staff_image_696_600-height":119,"rectangular_thumbnail":156,"rectangular_thumbnail-width":157,"rectangular_thumbnail-height":158},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":160,"reduced":32,"top_overlap":161,"bottom_underlap":161,"disable_observer":-1,"heading":162,"cta_text":163,"cta_link":164,"items":165},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[166,180,192],{"type_key":20,"title":167,"excerpt":168,"to":169,"postedAt":170,"readingTime":171,"image":172,"authors":173,"category":177},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[174],{"name":175,"image":176},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":178,"name":179},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":20,"title":181,"excerpt":182,"to":183,"postedAt":184,"readingTime":185,"image":186,"authors":187,"category":191},"Which Marketing Mix Modelling platform should you use?","\u003Cp>If you’ve decided to build a Marketing Mix Model (MMM), an important first step is to choose what platform you want to use. There are quite a few options, ranging from simple to complex, with different benefits to each You’ve probably come across these libraries already: Google’s Meridian, Meta’s Robyn, PyMC Marketing and a handful […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhich-marketing-mix-modelling-platform-should-you-use\u002F","2026-06-10T11:28:01",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fvaleria-nikitina-ie2R2t9fC9Q-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[188],{"name":189,"image":190},"Harry Brace","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":178,"name":179},{"type_key":20,"title":193,"excerpt":194,"to":195,"postedAt":196,"readingTime":197,"image":198,"authors":199,"category":206},"Beyond the click: Can you use MMM to prove the value of LLMs?","\u003Cp>LLMs (Large Language Models) have quickly become a significant influence on a customer’s journey, and all signs point to this influence only increasing. Even before we consider how to influence visibility across AI search, the first question we have to ask ourselves is: How do we measure the impact LLMs have on top-line results? The […]\u003C\u002Fp>\n","\u002Fblog\u002Fcan-mmm-prove-the-value-of-lmms\u002F","2026-04-28T11:48:18",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[200,203],{"name":201,"image":202},"Alex Howat","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":204,"image":205},"Petar Jovetic","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":178,"name":179},{"type":208,"style":209,"heading":33,"date":4,"updatedAt":210,"reading_minutes":211,"image":212,"imageAlt":33,"categories":213,"collections":393},"blog-post","light","2022-02-07T16:48:39",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIIZIuYr8-050720211625524840_Data-Studio.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[214],{"id":10,"count":215,"description":216,"link":178,"name":179,"slug":68,"taxonomy":217,"parent":57,"meta":218,"acf":219,"head_links":220,"resource_count":221,"yoast_title":222,"yoast_meta":223,"yoast_json_ld":268,"_links":365,"path":178},129,"Here at Impression, ongoing research and training is a huge part of how we keep our \u003Ca href=\"\u002Fmedia-solutions\u002F\">Media Solutions\u003C\u002Fa> team up-to-date with the latest happenings in the world of web & app analytics, martech, \u003Ca href=\"\u002Fmedia-solutions\u002Fdata-science\u002F\">data science\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">media effectiveness\u003C\u002Fa>. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too.\r\n\r\nFind out more about our \u003Ca href=\"\u002Fanalytics\u002F\">Analytics Agency\u003C\u002Fa> services, or browse our latest tips, advice and opinions below.","category",[],{"sub_title_override":49,"title_override":49},[],21,"Online Measurement, Analytics & Effectiveness Blog | Impression",[224,226,229,232,235,238,241,243,245,247,250,253,256,259,262,265],{"property":225,"content":222},"title",{"property":227,"content":228},"description","Keeping up to date with the latest measurement and analytics trends and strategies can be difficult. 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