Analytics and Conversion – Tips & Tricks #3: Personalized Channel Grouping and Data Studio Analytics and Conversion – Tips & Tricks #3: Personalized Channel Grouping and Data Studio

Analytics and Conversion – Tips & Tricks #3: Personalized Channel Grouping and Data Studio

by ,
on 13 April 2017

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Data visualization, a concept that’s highly popular, and rightly so, among numerous marketers, has taken off with the Beta version of Data Studio. This tool, with intuitive reports that are visually “straight to the point”, makes reading data accessible to all, and besides, they’re free. On the other hand, beta version means that there are still finishing touches to bring to the default configurations notably in terms of data accessibility.

After having described the use of configuring personalized channel groupings in Google Analytics, in an article last week, today on a more practical note, let’s look at configuration in Data Studio.

Importing a personalized channel grouping in Data Studio

Unfortunately, it’s not (yet?) possible to automatically import personalized channel grouping in Data Studio which is still in a Beta version. So one must configure it manually after having paired the Data Studio dashboard with the Google Analytics view with parameters for the channel grouping in question.

Step 1 – Create a new dimension

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Step 2 – Complete the form

This is where things get tricky. The personalized channel grouping configuration must be transformed into a legible formula for Data Studio.

The formula follows the naming convention below (+ Google Support)

CASE
WHEN A=’V’ THEN ‘W’
WHEN B=’X’ OR C=’XX’ THEN ‘Y’
ELSE ‘Z’
END

Below, I present a quick example that’s specific to channel grouping:

CASE WHEN Default Channel Grouping= “Organic Search” THENOrganic SearchWHEN Source/Medium=“Facebook / Paid_Post” OR Source=“Facebook_Ads” THEN “Social Ads” WHEN REGEXP_MATCH(Source, “.*(facebook|instagram).*” AND REGEXP_MATCH(Medium, “.*(referral|referer).*”) THEN “Social Organic”

ELSE “(Other)” END

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Tip 1: Data Studio assists you with drafting formulas with auto-fill help fields. Don’t hesitate to use them.

Tip 2: In the Data Studio calculated fields, you can only work on one line which can become extremely laborious if your formula is too long.  I recommend you use a text editor to draft your formula which you’ll then just copy and paste in the “formula” field.

Tip 3: If the group of personalized channels is modified in Google Analytics, Data Studio must also be reconfigured.

Step 3 – Used of the personalized dimension in the dashboard

Once the dimension is created, search for the personalized dimension in “dimension picker” to use it in a chart/graph as you please.

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Step 4 (the best for last) – Admire the result

You may need to refresh the data in the tool bar before seeing the data.

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Analytics and Conversion – Tips & Tricks #3: Personalized Channel Grouping and Data Studio