Google Data Studio: What is it and how does it work?

The Google algorithm is still, completely, a mystery. Positioning a web page is a task that requires hard work, dedication and a good knowledge of the Internet giant’s optimization preferences. Nevertheless, Google DataStudio comes to solve these difficulties.

Digital marketing professionals sometimes hate Google, but in their defense it should be noted that there are many free tools that it offers to carry out work with more efficiency and professionalism. Best of all, they work very well.

For those who are not satisfied with the metrics of Google Analytics, they can use Google DataStudio. Indeed, the importance of the data and metrics of your advertising campaigns lies in being able to analyze and interpret them correctly.

Google DataStudio It allows us to visualize data in a pleasant way and make reports, both for the internal analysis of advertising campaigns and for sending to clients.

If you use Google Analytics, Google Ads, Google Search Console or BigQuery in your day-to-day, this is a tool that you cannot ignore. Likewise, it is an ideal platform to analyze the effectiveness of your marketing strategies. content marketing and the evolution of the SEO study of your website.

How does Google Data Studio work?

The first thing to do to start creating a report in Google DataStudio is to connect to a data source.

A data source can be Google Analytics, your point of sale POS system, etc. In total, there are more than 500 connectors that allow us to bring data from an external source to the platform. Connectors with Google tools are free, but with other platforms they may be paid.

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It must be remembered that, in principle, Google DataStudio was part of the Google Analytics 360 Suite. It was part of the Google Analytics Enterprise package that was paid and somewhat expensive. However, since 2017, Google announced that it would offer reports from this platform for free and for an unlimited time. Since then, the free version of Data Studio has evolved, adding powerful features and great updates to improve its usability.

Advantages and disadvantages of Google Data Studio

A good way to get a better idea of ​​how this tool works is by analyzing its advantages and some disadvantages.


  • It is a free platform.
  • Customization: Completely customized reports can be made. The tool is a grid tool and adjusts as you like. It’s easy to work with, plus you can include images, change colors, etc.
  • Unlimited data: With Google Analytics you can only add a couple of metrics in a table. In contrast, with Data Studio there is no such problem, so the reports will be more complete.
  • Custom fields and filters.
  • Multiple data sources can be added to the same report.
  • Comments and additional notes: it is an interesting function that you can take advantage of to add value to the reports and favor their reading.
  • Report Download: Once you have created the report, there are ways to make it available to the rest of the team or to clients. You can share it through an online link or download the report in PDF format.
  • It is easy to use: its interface is very intuitive. It is a friendly tool, easy to learn to use.
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  • At some point you may feel limitations in terms of data sources, since it only allows you to connect your own sources or through external databases.
  • Complex personalization fields – can sometimes throw errors like “could not parse”.
  • Sending schedule: the option to send periodically through emails is not yet available.

What can I do with Google Data Studio?

The tool will help you take your data visualizations a step further. It is a perfect complement for Google Analytics. Also:

  • You have more alternatives for reporting because there are customization options.
  • You get live data and interactive controls.
  • These same data sources include other Google products such as Analytics, Search Console, and YouTube.
  • You can import data from Google Sheets and other sources.
  • Reports can be configured in bar or line graphs and charts, different fonts can also be selected and include brand or company logos.
  • On the other hand, it allows you to create reports with dashboard personalized to analyze projects more effectively and thus make better decisions for marketing campaigns.

How to create custom reports with Google Data Studio?

Google DataStudio It proposes a series of editable templates, but it also allows you to create reports from scratch. For this, it is extremely useful to take advantage of the different controls provided by the tool:

  • The period control allows us to determine the time range from which we want our data.
  • The data control option allows us to exchange data sources dynamically.
  • Then, the filter control option allows us to query a subset of data filtered by a common dimension.
  • Finally, we can start inserting the charts into our report. Google DataStudio It allows us to enter a wide variety of graphs: tables, bars, circulars, maps, areas, dispersion points, dynamic tables, etc. We can insert texts, shapes, lines and images also to complement the information of the graphics.
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How to insert dimensions and metrics?

These two values ​​must be inserted into each graph to determine what we want our graphs to represent. Depending on the data source assigned to the chart, we will have different dimensions and metrics to insert.

The dimensions, represented in green on the platform, are the value by which the data is broken down. The metrics that we can add to our graph, in blue, are the data that we want to analyze. In the case of a table connected to Google Search Console, we can see the organic impressions per day, adding days as a dimension and impressions as a metric.


Google DataStudio It is a great tool on which you can support your company’s analytics when we talk about content marketing and SEO.

We were able to see that it offers a wide variety of functionalities that allow us to easily visualize and interact with custom-made reports to unify and connect all our data. If you want to optimize reports about marketing campaigns or study the growth of an online business, there is no doubt that this tool is a great support or perfect complement if you are already an expert in handling traditional Google tools.

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