How To Blend Data In Looker Studio With Practical Examples


Knowledge mixing in Looker Studio (previously Google Knowledge Studio) is a strong approach that lets you mix information from a number of sources in a single report or visualization.

You possibly can create customized charts and reviews that present a complete view of your information, bringing collectively insights from a number of information sources.

This system may be notably helpful for search engine optimisation professionals and digital entrepreneurs when you must evaluate information from completely different sources.

How search engine optimisation Consultants Can Use Knowledge Mixing

Since Google Search Console (GSC) and Google Analytics (GA) are completely different information platforms, you possibly can’t see the social media visitors to articles and common place on the identical time.

It may be notably essential to research if there’s a correlation between social reputation and rating place in search. With Looker Studio constructing, now you can construct such correlation reviews.

Mixing information on web site visitors, bounce price, and time on website with key phrase rating information may help search engine optimisation professionals achieve a greater understanding of how web site efficiency impacts search engine rankings.

How PPC Entrepreneurs Can Use Knowledge Mixing

PPC entrepreneurs can evaluate information throughout a number of advert platforms akin to Google Adverts, Fb Adverts, and LinkedIn Adverts.

By mixing information from these platforms, entrepreneurs can evaluate metrics akin to value per click on (CPC), conversion charges, and ROI to establish which platform is performing greatest.

Additionally, they will mix information from a number of campaigns, permitting them to realize a extra holistic view of their general marketing campaign efficiency and establish patterns or traits that might not be seen in particular person campaigns.

Now let’s dive and study with use case examples.

How To Mix Google Analytics 4 And Google Search Console Knowledge

We are going to construct a blended information supply to search out out if social media visitors and Google Uncover visibility are correlating.

This can be an fascinating experiment, particularly given Gary Illyes lately mentioned that social media might play an essential function in enhancing indexability.

To mix information from two sources in Looker Studio, we’ll want so as to add each sources to our mission.

For those who haven’t already added the sources, let’s discover ways to try this step-by-step. For those who already know the way to do that, you possibly can skip and proceed under.

How To Add Google Analytics 4 Into Looker Studio

Go to Assets > Handle added information sources.

Manage added data sourcesScreenshot from GA4, Might 2023

Within the popup dialog, click on the Add information supply hyperlink and select your Google Analytics 4 (GA4) property.

How To Add Search Console Knowledge Into Looker Studio

Go to Assets > Handle added information sources as within the earlier step and seek for “search console” within the popup dialog to discover a connector.

Select Google DiscoverScreenshot from Looker Studio, Might 2023

Choose URL impressions > Uncover so as to add Google Uncover information into Looker Studio.

Select Google Discover

Now, let’s add information tables to our dashboard from every supply.

In spite of everything these steps, you will note information from every supply, however you’ll discover that GSC has a full URL, whereas the GA4 desk has solely the trail.

We should always carry each information into the identical format and set the identical ID for the dimension area to have the ability to mix them.

It’s essential to make sure that the IDs (or Names) and kinds of the fields you wish to mix are constant throughout all information sources.

(Looker Studio does additionally match by area title, however I extremely suggest utilizing the identical Fields IDs, too.)

General, the quickest method to mix information is to pick out each tables, right-click on them, and select “Mix information” from the menu.

Blend dataMix information.

However should you strive it with completely different sources, you’ll discover that the blended information doesn’t make sense, as proven under.

Wrong dataFlawed information.

In some instances, this will likely work, for instance, while you mix information from the identical supply – however when mixing information from completely different sources, we have to create a brand new area adjusted “Web page path,” which may have the identical format and ID.

Let’s create a “Web page path” within the GSC supply as a brand new area that may use the REGEXP_REPLACE components to take away the host from the URL.

The important thing level right here is to set the sphere ID “path,” which would be the identical after we create it in GA4.

Thus, Looker Studio is ready to match dimensions and merge them.

Do the identical with the GA4 supply and create a “Web page path” area with the ID “path.”

Page path new field in GA4 sourceWeb page path new area in GA4 supply.

Now within the tables, we’ve added change dimension with the newly created area “Web page path” (you possibly can title it something to simply differentiate them, the hot button is to have the “Discipline ID” be the identical).

Tables that use page path new field.Tables that use web page path new area.

Now you may have your information able to be blended through the use of “Mix information” from the fitting click on dialog proven above. However earlier than that, we wish to be certain that we now have solely social visitors from GA4. For that, we have to apply a filter to the GA4 desk by following these steps:

Add a Filter > Create a Filter, and within the popup dialog, set the filter title and situation Medium incorporates “social.”

Now you possibly can mix information and have social visitors and Google Uncover impressions side-by-side.

Impressions and sessions from social in one tableImpressions and periods from social in a single desk.

For those who come throughout “null” values within the impressions column for older URLs, it’s as a result of GSC solely has information obtainable for newly printed URLs.

In consequence, information for older URLs might not present up in GSC, which can lead to “null” values.

It is a widespread incidence and never essentially indicative of any points together with your information or monitoring.

Beneath is a simplified diagram that exhibits what mixing means.

Diagram which shows how data blending worksPicture created by writer, Might 2023

However what if we wish to see additionally how impressions and social visitors evolve over time?

For that, we have to edit the blended information supply and drag it right into a dimensions record and likewise a Date area.

(In different instances, you could want to duplicate the step for changing dimensions into the identical format and ID with the Date area, too. However on this case, since they’re in the identical format already and have the identical title, it can work, as Looker Studio additionally matches utilizing area title.)

Add a date fieldAdd a date area.

Now you possibly can select the Time Sequence chart kind to see how Google Uncover impressions and social visitors align with one another.

Since impressions are a lot greater than social media visitors, it helps to decide on a logarithmic scale for higher visualization.

After analyzing the information, it’s clear that there’s a sturdy correlation between impressions in Google Uncover and social visitors. The ups and downs of impressions align very carefully with social visitors patterns, indicating that elevated social media visitors results in enhance visibility in Google Uncover.

(Please all the time bear in mind correlation will not be causation.)

Google Uncover’s rating algorithm could be very completely different from Google Search.

Now, you could ask if there’s a correlation between rating and social visitors. Let’s discover that, too.

All of the steps are the identical with the distinction being that it is best to add GSC’s net information desk and embrace common place as a metric.

GSC web search data table GSC net search information desk.

After creating a brand new area, “Web page path,” with the identical Discipline ID “path” and mixing, we see that there is no such thing as a correlation between social visitors and rating place within the search engine outcomes web page (SERP).

You possibly can see that the rating place isn’t altering whereas social visitors goes up and down. Thus, we are able to conclude that rating place doesn’t correlate with social media visitors.

Social traffic and ranking positionSocial visitors and rating place. (Log scale)


With these examples, you possibly can see what number of helpful information insights you will get by combining information from completely different information sources.

Lots of you may have entry to Ahrefs, Semrush, on another search engine optimisation device, and you may attempt to mix backlink information with Google Analytics referral visitors information to know the influence of your backlinks in your web site visitors.

The important thing precept right here is to create dimensions in two information units with the identical Discipline IDs, which can be utilized in mixing.

Extra sources:

Featured Picture: Andrey_Popov/Shutterstock


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