The Power of Integrating Supermetrics with Data Studio

By now most marketers have realized the reporting advantages of Google Data Studio. It offers advanced reporting visualization and an impressive level of customizability to show data in the best way for your visualization needs. Check out our previous blog to learn more about Data Studio.

What is Supermetrics?

Supermetrics is an Application Programming Interface (API), which is a fancy way of saying it’s a software that allows two applications to talk to each other. In this case, Supermetrics allows marketing platforms, like Facebook, to send data directly into Data Studio. No more exporting and manipulating data in Excel or Sheets for reporting!

In most organizations, and in virtually every marketing agency, reporting requires a significant time investment for data exporting and manipulation, often in either Excel or Google Sheets. At Charles River Interactive, we estimate adopting Google Data Studio with the Supermetrics API has saved us over 150 hours of work. That’s more time we get to spend focusing on driving results for our clients.

Why do you need Supermetrics?

A key selling point for Data Studio is the ease of integration with certain marketing platforms—in particular, with Google’s owned properties, including AdWords and Google Analytics. And, while that might account for a fair amount of many companies’ marketing efforts, there is no shortage of ad networks or marketing tools. The Supermetrics API lets you easily bring even more data sources into Data Studio!

Supermetrics allows you to connect non-Google platforms to Data Studio. It has over 30 connectors, including Bing Ads, Facebook Ads, LinkedIn Ads and more! Within each connector, you are able to blend data from more than one account.

Combine Ad Data and Google Analytics Data

The Ad Data + Google Analytics connector allows you to merge data from different ad networks and Google Analytics. You can combine data from any of the following into one data source; Facebook Ads, Google AdWords, Bing Ads, Twitter Ads, LinkedIn Ads, and Google Analytics. There are many useful arrangements of data now possible with this connector!

Pro Tip 1 – Connect Google Analytics to each of the ad networks to see how users from different ad networks behave on your site.

Pro Tip 2 – Merge Google AdWords and Bing Ads data to get a holistic view of PPC performance.

Pro Tip 3 – Connect all your social networks to see your overall social performance and compare performance across platforms effortlessly.

Improved Google connectors

Google Data Studio has 14 Google Connectors, build and supported by Data Studio, including Google Analytics and Google AdWords. Supermetrics provides improved versions of some of these Google Connectors.

The Supermetrics Google Analytics connector allows you to connect as many Google Analytics views and segments as you want, in an easy to use drop-down menu. Data sampling in Analytics is also a problem when reporting on long date ranges or websites with high traffic volume. The Supermetrics Google Analytics connector allows you to avoid sampling by selecting the “try to avoid sampling” option in the data source menu. The connector will partition the data into smaller queries in order to process the data without sampling. Note that when using this feature it may take several minutes to process the data request, as in most cases this is why Google samples the data.

The Supermetrics AdWords connector also allows you to connect more than one account to a single data source—if, for example, you had three different AdWords accounts but you wanted to display the overall performance across all accounts. Another unique feature of this connector is the historical quality score metric.

Historical quality score is one of AdWords’ newer metrics. It reflects how relevant your ad is to the user-specific search query. This connector also pulls in placement metrics for your Display Network campaigns, including Placement URL, Domain, Placement status, Extension type, and Placement destination URL. These metrics are not available in the stock Google connector.

5 Ways Supermetrics will enhance your Data Studio reporting

In Conclusion

You haven’t even cracked the full potential of using Data Studio if you haven’t integrated it with Supermetrics. If this article gets you interested in trying out Supermetrics with Data Studio for your organization, there is a 14-day free trial! There is also a free “hobby” level of access which only allows you to see the last 10 days of data, but that’s enough for you to see firsthand that you’re missing out on the full potential of Data Studio if you haven’t integrated it with Supermetrics.

These five advantages are just the beginning; you can do so much more with Supermetrics for Data Studio. Move your organization away from manual data reporting. Use your time for more productive things!

Now go and enhance your Data Studio reports with Supermetrics!