Marcio Gatinho in Data Science (in English) Sep 13, 2019 · 1 min read · ~100

How to use Data Blending and Custom Metrics in Google Data Studio

How to use Data Blending and Custom Metrics in Google Data Studio

Dive with us into some custom setups for Google Data Studio! Learn how to set up Data Blending and Custom Metrics.

In this article, we will guide you through a simple 5 step process to apply data blending to scorecard portraying sessions in order to help you segment them. In addition we'll show an example on how data blending in Google Data Studio helps to create a drop-off metric in checkout funnel.

On July 12, 2018, Google Data Studio introduced a new functionality — data blending — which allows blending data from multiple data sources. For data analysts, this means new opportunities to find more user behaviour insights which translate to valuable improvements, whether the main task is to improve the overall digital marketing strategy or just a specific part of it.

As the main task of my team is to increase conversion rate related to the purchasing process, I used to think that the data blending is a nice feature to have, however, there are many other functionalities Google should work on.

For example, I didn’t see that much advantage of blending Google Analytics and Google AdWords (or any other data source) because, with some effort, it could be done via Spreadsheets. Instead, I would've been more thankful to Google if they would implement some functionality that allows making custom calculations when different segments are applied.

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