Google combines Google Data Studio and Looker into Google Looker Studio. It is a free reporting tool that connects you to nearly any digital ad, analytics, or data source to report on digital marketing performance. This provides a comprehensive tool that should meet almost any digital marketing need.
Basic Digitial Marketing Reporting
The obvious and easiest connections are through Google’s own properties and tools. Users combine Google Ads, Google Analytics G4, and Google Search Console to create fairly complete reports. If a business uses Google 360 and other resources from the digital behemoth, these can added with a few clicks.
For most businesses, this is pretty close to all that’s needed. If G4 is properly set, the media performance can be tracked with e-commerce and other conversion goals. This is pretty much the extent of “free” integrations without a lot of manual data management.
Data can be accessed using Google Sheets. Companies can add data to sheets that Looker Studio can access. The data just needs to be well structured and consistent, with date fields as well as main content. This is not a preferred method if automated connections are available.
Adding Non-Google Sources to Looker Studio
Of course, most companies use more than Google resources and want to track their performance and spending. This is accomplished through 3rd party connectors. Companies like SuperMetrics have a suite of tools that connect Looker Studio to various 3rd parties. Facebook, Microsoft, HubSpot, and most others,
The connectors come with a monthly, quarterly, or annual license tied to a Google account or a Google Business Suites account. Additionally, there is often a license for each third-party connection, which can add up.
With a little research and trialing, businesses can have a very useful reporting suite built in Looker Studio.