Just using an analytics tool isn’t enough to understand your data

Data analysis tools such as Google Analytics offer many different detailed analyses. However, you may not be able to find meaningful insights due to the size and complexity of the reports.

You can make wrong business decisions by focusing on specific metrics rather than the key performance indicators of your website. Most of the web's analytics tools only focus on specific metrics such as Page Views, Bounce Rates or Users. It's crucial therefore, to use a data visualisation tool to streamline complex data, and to identify and track significant metrics.

How data visualisation tools can help your business

There are many types of data visualisation tools available for summarising, visualising, presenting or reporting your analytics results. Among the most popular and most preferred are Google Data Studio, Power BI, and Tableau. Using these tools will take business intelligence to the next level.

Visualisation tools helping business

Tools can help you extract data and see important metrics

Without visualisation aids such as graphs and charts it would take a long time to analyse and interpret your data.

You can see the main metrics, data sets and results in most analytics tools. But the size of your data set may hide important details. Boeing's Osprey program is a great example of this.

The amount of data became a serious challenge for Boeing engineers. This was because this special aircraft produced terabytes of data every time it took off and landed. For example, the aircraft produced data on a scale equal to the Library of Congress.

It would take years to analyse this data without using data visualisation tools. Whether terabytes of data or smaller amounts, data visualisation tools can help you focus on real metrics and key meaningful insights.

Helps you visualise data in your mind

Data by itself may not mean anything. But by using different tools or analogies, the data can create meaningful insights in your mind. It can be difficult to make sense of your data when you are dealing with large amounts or multiple metrics. Data visualisation tools offering different types of visualisations can help us make sense of abstract or difficult concepts.

Make comparisons easier

Visualised data can help you make comparisons and draw conclusions at a single glance. For example, using the table below as a base, we can make inferences with a single glance. We can see the countries performing well compared to others. We can also make forward-looking inferences using the information on visuals and make decisions for our business.

Global map  

Create compelling arguments

Visualising data sets helps you present convincing arguments with supporting data points. This is especially relevant in today’s fast-paced digital world. Also, data that is easily shared and understood can help the whole business make short and long-term data driven decisions.

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Using Google Data Studio to visualise your data and the benefits of using it

Google Data Studio is a free data visualisation, analysis and reporting application. It is mostly used for visualising and reporting Google Analytics and Ads results. However, it has many integrations and works in harmony with many of Google's and other third-party services.

Google Data Studio offers three key features:

  1. Integrations and live data connections
  2. Interactive controls
  3. Advanced formulas and calculations

1. Integrations and live data connections

Google Data Studio allows you to prepare interactive reports and tables. These can be used for advertising campaigns, sales data, and even be exported to Excel or CSV files.

Google Data Studio can connect and work with more than 200 data sources. This eliminates the need to periodically refresh and change your data.

Google connectors

2. Interactive controls

One of the biggest advantages of Google Data Studio is that it provides full customisation and interactive controls. You can customise Google Data Studio reports according to your brand's identity, colours, priorities and more.

You can also use previously created themes or create custom reports by choosing your own theme and metrics. In addition to this, you can also set elements such as layout, page size.

Google charts

Another popular feature of Google Data Studio is that it provides the opportunity to analyse different parts of your data. This can be done without creating another report by using interactive controls to 'slide and dice' your report. For example, you can select optional metrics or click on the title you want to examine to view only its results.

Form data example

3. Advanced formulas and calculations

Google Data Studio’s Calculated Fields feature allows you to add advanced formulas and various custom formulas for the goal/need of the business.

Use this feature to add new/custom metrics or dimensions to your Data Studio reports. You can then apply them to your existing reports. You can do various calculations, create dimensions, metrics or categories and change existing calculated fields.

Calculated fields feature

In Google Data Studio you can also define your own case statement (other than the calculated field). You can change the field values in tables or graphs. To clarify, a case statement lets you define the field values or conditions you want by creating new fields. For example, you can use a case statement to create your own groupings or categories.

At Codehouse, we build Google Data Studio Dashboard solutions according to your business needs. By visualising your data and analytics results, you can make the most logical business decisions. We also utilise other tools like Microsoft Clarity to gain a deeper understanding of visitor behaviour.

Our Analytics service will enable your business to get the very best from your website data. Get in touch to find out more.

Source of images: Google Data Studio