With the help of four Google components, two of which are included with Google Workspace and Google Workspace Essentials, you as a marketer can create a free marketing dashboard. This can also be done with a Google account, even if your company is not using WorkSpace.
Once you’ve created a dashboard, you can easily share it with anyone within your organization. All they will need is their Google Workspace login to access the dashboard.
You can optionally share the dashboard outside of your organization with someone who has a Google Workspace or Google account.
The needed Google components are:
- Google Analytics – the data source
- Google Sheets – the engine
- Google Analytics Sheets Add-on – the querying mechanism
- Google Sites – the presentation layer
All digital marketers are familiar with Google Analytics. The obvious requirement for all of this to work is that you have Google Analytics tracking code on the website or websites for which you want to add reports to your marketing dashboard.
You’ll need to copy a Google Analytics View ID:
Google Sheets is familiar and accessible to any Google Workspace user. Start by creating a new spreadsheet and naming it “Google Analytics.” Share the spreadsheet with anyone in your company who will need to see charts. It may be easiest to simply allow anyone in your company to view the spreadsheet.
Google Analytics Sheets Add-on
This add-on can be installed by a single user or it can be installed for the entire domain. Your Google Workspace admin may need to whitelist the add-on.
The add-on is the engine of the marketing dashboard setup. The combination of Google Sheets and this add-on gives you tremendous flexibility as to what data you can pull from Google Analytics and how you can display the data.
Phil Walton of Google authored helpful documentation and videos when the add-on was released. As Phil points out, you can use the Report Creation tool to get started and then manually add new columns to the Report Configuration sheet.
Alternatively, you can begin with a starter Google Sheets file that we created for you. Use the File menu and then select Make a copy option to create your own copy. Be sure to add your Google Analytics View ID in row number 3.
You can create an “aggregation” sheet for the purpose of adding a target line to your chart. This sheet will also let you add a text label to your charts, such as “Jan” instead of “1” and “Feb” instead of “2.”
Data can be fetched from Google Analytics based on a schedule that you specify:
Once you’ve pulled in data, you can create bar, line and pie charts—or any other chart type offered within Google Sheets.
Google Sites is a website builder that can be used for an internal-only site, a.k.a. an intranet. You will be able to share a URL that looks something like this with others in your organization:
Sites lets you insert any Google Sheet or chart into a website page. Here are two examples:
Other Data Sources
There are other data sources for which you can add visualizations to your Google Sites marketing dashboard.
Shared Marketing Calendar
If you create a shared Google marketing calendar, that calendar can be part of your marketing dashboard.
You can also connect Google Sheets to CRM applications like Salesforce.
With data from both Google Analytics and your CRM system, you can track certain website visitor activities right through to revenue.
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