In addition to the data from platform-specific data sources, an additional layer of data can be applied through Google Sheets using the Google Sheets connector.
For the Precis starter report, it may be helpful to include data about budgets and targets.
In the Looker Studio report, you can review your budget and target data by navigating to the Budget and Target tab.
How to create a Google Sheet with budgets and targets
1. Copy the Template
Start by making a copy of the provided template, which will serve as the base for entering your budget and target data.
You will now have a sample file:
2. Fill in the Dates
Accurately enter the date ranges in the 'date_from' and 'date_to' columns. The Precis starter report uses these ranges to distribute the budget and target values across each day within the specified period.
If the budget applies to a single day, simply use the same date for both 'date_from' and 'date_to.'
3. Define Market and Channel Groupings
Complete the 'market' and 'channel' columns to specify your custom groupings.
Remember that these names are case-sensitive, so make sure to use consistent capitalization.
Please note that the names of the custom groupings, both market grouping and channel grouping, are case-sensitive. Ensure that you use the correct capitalization when filling in the names.
4. Enter the Budget Values
Add your budget amounts for each combination of market and channel groupings. These values will be used to calculate daily averages across the selected date ranges.
5. Set the Targets
Provide target values for your custom groupings. Typically, these targets relate to specific conversion actions.
By default, the conversion action is set to ga:purchase. However, you can assign targets to other conversion actions based on your needs.
Examples:
Scenario 1 (Default Conversion Action):
Set a target for the default Google Analytics conversion action (ga:purchase) to track and compare sales targets with actual performance.
Scenario 2 (Multiple Conversion Actions):
For 'Paid Search' channels, you can set targets based on different metrics like CPA, ROAS, or sales targets for specific actions such as Microsoft Ads or Google Ads. Use these targets in combination with your market and channel groupings to filter the dashboard for performance evaluation.
How to Add a Google Sheet with Budgets and Targets to the Precis Starter Report
Connect the Google Sheet
Follow the steps in the documentation to connect a new data source in Alvie.
Choose "Google Sheets" as the data source and select your newly created "Budgets and Targets" Google Sheet file.
Integrate the Sheet into the Precis Starter Report
Go to Data & Reporting → Reporting Solutions and open the Precis starter report.
In Step 2, select "Google Sheet" as the data source.
From the dropdown menu, choose the Google Sheet file you just added.
Adding to an Existing Report
If you already have a Precis starter report set up, you can still add the Google Sheet by following the steps above to connect it as a new data source.
By following these steps, you’ll successfully integrate your Google Sheet with budgets and targets into the Precis starter report.
How to Add Third-Party Costs and Conversions Using the Google Sheets Connector
In addition to budgets and targets, you can also incorporate third-party cost data or custom conversions using the Google Sheets connector. This feature allows you to enrich your reports with data that might not be directly available through supported connectors, such as offline media costs or CRM conversion data.
To integrate third-party costs or conversions into the Precis starter report, ensure that your Google Sheet includes the following additional columns:
custom_currency_code: Specifies the currency for the custom metrics. If not set, the currency selected in the starter report will be used by default. Note that this column will only affect custom metrics (e.g., custom_spend, custom_conversion_value) and not budgets or targets.
custom_spend: Represents the third-party or offline cost data (e.g., out-of-home advertising, partner media spend).
custom_impressions: The number of impressions related to the third-party cost.
custom_clicks: The number of clicks from third-party sources.
custom_conversion_value: Represents the value of custom conversions, such as sales attributed to CRM data with the source_conversion_name set as "CUSTOM: CONVERSIONS".
custom_conversions: The number of custom conversions from offline data or external systems, with the source_conversion_name set as "CUSTOM: CONVERSIONS".
Use Cases for Third-Party Costs and Custom Conversions
1. Offline Media Costs
Scenario: Your marketing strategy includes offline media, such as billboards, radio ads, or TV spots. These activities generate impressions and potential engagement that aren't tracked through digital channels.
Solution: Add the offline media spend as custom_spend, and use custom_impressions to record the estimated impressions. This allows you to integrate offline performance into the digital report, providing a more comprehensive view of overall marketing spend.
2. Unsupported Platform Costs
Scenario: You're running ads on a platform not supported by the Precis connectors, such as niche advertising networks or direct partnerships.
Solution: Include the costs from these unsupported platforms under custom_spend, along with any available data on impressions and clicks. This way, you can consolidate your spending and performance data across all channels in a single report.
3. CRM-Based Conversions
Scenario: You track lead conversions or sales through a CRM system rather than a web analytics platform. These conversions aren't captured by standard connectors.
Solution: Add your CRM conversion data under custom_conversions and use custom_conversion_value to specify the associated revenue or value. This data can then be analyzed alongside online conversions to understand the full impact of your marketing efforts.
These enhancements allow you to bridge the gap between online and offline data, ensuring a more holistic view of your marketing efforts and providing better insights for decision-making.