Google Analytics is a software helping data analysts and marketers understand the audience of their website or app. You can use it to analyze your conversion rate, your sources of traffic and extract insights about your business.
Google Analytics is a great data collection and visualization tool.
A great visualization tool because you get a comprehensive set of visualizations and metrics at your disposal from scratch without having to do anything.
This “all-you-can-eat” approach can be super helpful if you want an analytics overview and a place to find all your website or app data but it can be time consuming when trying to find insights in that sea of metrics on a regular basis.
One way to fix this problem is Reporting Automation.
Reporting Automation is the process of scheduling the delivery of an automatically updated report to a specific person and at a specific time.
This is extremely useful when you don’t want to rely on out-of-the-box reports that Google Analytics provide and want to create customized reports.
Example: You are working for an online travel agency and are looking to have a better understanding of your visitors. What are the most popular destinations? Which destinations are we best at?
To get that information, you will need to understand how your search is working and what people are looking for. Based on that, define what are the relevant pages they should have visited (Product page for example) and then analyze these visitors to get a conversion rate per destination.
Although awesome, this process used to be really difficult, time consuming and often required advanced technical skills.
You had a choice to make – either spend a lot of time, have strong Google Analytics API knowledge and create customized reporting in Excel OR settle for a “default” reporting.
This is no longer the case.
With the advent of technology, this era is considered over and tools have taken on the responsibility to do the dreadful work and creating real reporting automation. Enabling businesses to accelerate their time-to-insight. Now companies have to level-up and take a push approach to their analysis.
There are several advantages to creating automated reports:
You can automate your Google Analytics reporting in a few different ways. Each one tailored to answer specific needs, from standard reports that you can email to a colleague on a regular basis to complex reports filled with multi-source meta-KPIs to that you can edit on the go.
3 different approaches are available to cover this spectrum of possibilities:
This is the default reporting solution by Google. There are 4 ways to go about it: Email feature, Embed API, Spreadsheet Add-on & superProxy.
Google Analytics – Email: The Google Analytics Email feature is a simple feature that you’ll find right inside Google Analytics which allows you to easily share over email a standard or custom report. It gives you the ability to send your reports to specific people as well as schedule a recurring delivery.
With the Email feature you get:
With the Embed API you get:
Google Analytics Spreadsheet Add-on: The Google Analytics Spreadsheet add-on makes it easier for Google Analytics users to access, visualize, share, and manipulate their data right from Google Spreadsheets.
The Google Analytics spreadsheet add-on brings you the power of the Google Analytics API combined with the power of Google Spreadsheets’ data manipulation.
With the Spreadsheet Add-on, you can:
Google Data Studio: “Powerful data visualization software that brings your data to life”
For some of us, the task of turning raw data into reports and dashboards can seem quite intimidating but with Data Studio, you can create shareable charts and graphs with a few clicks.
Data Studio provides:
You can create reports based on most of the Google ecosystem: DoubleClick, Google AdWords, Google Analytics and Google Analytics 360, Google Attribution 360, Google BigQuery, Google Cloud SQL, Google Sheets, YouTube Channel, MySQL & PostgreSQL.
Connect Reeport to all your data sources and get ready for analysis:
Uncovering business insights starts with capturing the right data. Surfacing the right data is becoming harder and harder as companies are using more and more 3rd party tools, thus scattering the data all around. Connect your marketing data sources to Reeport directly via API and get all your data into one place. No data hosting.
Visualize your data and uncover insights at the speed of thought:
To be able to uncover insights, you need an easy way to understand it. Data visualization enables you to make sense of all your data. Reeport helps you do it on the go on multiple data-sets from multiple data sources (Google Analytics, Adobe Analytics, AT Internet, Facebook, etc.). Add data from other sources and enrich your Google Analytics data.
Broadcast your business insights automatically across your company:
Supplying your employees with relevant data empowers them to take data-driven decisions which is essential to maximize their effectiveness. No more waiting for the data analyst to get all the data into reports and send it.
With Reeport you get:
Summary – Pros & Cons
Reporting Automation can help you save hours every week while making sure you send personalized reports. However, not all solutions can solve your problems and it’s important to identify your needs and resources before picking a tool. Google Analytics Automation feature is the simplest version you will find whereas you will need to be more technical to use the google api and/or spreadsheets add-on. One way to get the best of both world is to use a business analytics tool connected to Google Analytics to go deeper into your analysis. You can use Google Data Studio if you are running fully on the Google ecosystem and if you don’t need specific calculated metrics. If otherwise, Reeport is the best way to go.