{"id":30078,"date":"2022-10-24T22:54:21","date_gmt":"2022-10-24T20:54:21","guid":{"rendered":"https:\/\/www.makingscience.com\/?p=30078"},"modified":"2022-10-24T22:54:21","modified_gmt":"2022-10-24T20:54:21","slug":"creating-ga-attribution-reports-data-studio","status":"publish","type":"post","link":"https:\/\/www.makingscience.com\/us\/blog\/creating-ga-attribution-reports-data-studio\/","title":{"rendered":"Integrating Google Analytics attribution reports in Google Data Studio"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">One of the main advantages of Google Data Studio as a reporting tool is its native integration with other Google tools. One of the most widely used integrations is the Google Analytics connector. Data Studio can collect data directly from the platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With this integration, we can see and edit reports similar to audiences, acquisition, behavior and conversions, for Universal Analytics or GA4.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We do not have the same luck, however, with the MCF (Multi-Channel Funnels) reports, since these are calculated differently, and are not available from the same API.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here, we\u2019ll discuss setting up a Multi-Channel Attribution Funnel. Read on to learn more.<\/span><\/p>\n<h3><b>Integrating Attribution Reports in Google Data Studio<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">MCF reports are located under the \u201cConversions\u201d section of Universal Analytics. They include assisted conversion data, top conversion paths, or path length or time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These reports can be used to answer questions like\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How many times did search campaigns help in conversions?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which channel is most valuable when it is the last interaction?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How many days\/touchpoints does it take for the average customer to convert?<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/support.google.com\/analytics\/answer\/1191180?hl=en&amp;topic=1191164#zippy=%2Cen-este-art%C3%ADculo%2Cin-this-article\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Learn more about multi-channel funnels<\/span><\/a><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-large wp-image-27270 aligncenter\" src=\"https:\/\/www.makingscience.es\/wp-content\/uploads\/2022\/08\/Captura-de-pantalla-2022-08-17-a-las-9.08.26-1-1024x278.png\" alt=\"\" width=\"1024\" height=\"278\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Data for channel starters, helpers, and finishers<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">In the future, we may be able to create them automatically. Until then, to view attribution reports, you can use the following steps.<\/span><\/p>\n<p><b>Note:<\/b><span style=\"font-weight: 400;\"> This integration is exclusively for Universal Analytics properties.<\/span><\/p>\n<h3><b>Integration Steps<\/b><\/h3>\n<ol>\n<li><b> Install the<\/b><a href=\"https:\/\/workspace.google.com\/u\/0\/marketplace\/app\/google_analytics\/477988381226?hl=en&amp;pann=sheets_addon_widget\" target=\"_blank\" rel=\"noopener\"> <b>Google Analytics extension<\/b><\/a><b> for Google Sheets<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">This Sheets plugin takes analytics reporting a step further. It offers the capabilities of the Google Analytics API combined with data manipulation in Google spreadsheets.<\/span><\/p>\n<p><img decoding=\"async\" class=\"wp-image-27275 alignnone\" src=\"https:\/\/www.makingscience.es\/wp-content\/uploads\/2022\/08\/Captura-de-pantalla-2022-08-17-a-las-9.08.32-1024x262.png\" alt=\"\" width=\"786\" height=\"201\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The API that we will call from here will be the one that will return the data you need.<\/span><a href=\"https:\/\/developers.google.com\/analytics\/solutions\/google-analytics-spreadsheet-add-on\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">More advanced details of the extension.<\/span><\/a><\/p>\n<ol start=\"2\">\n<li><b> Connect a report through the extension via API<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Once the plugin is installed, you will have to launch it from the Extensions menu: in the top bar -&gt; Google Analytics -&gt; Create new report.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you do, you&#8217;ll need to give the report a name, and select the account, property, and view to apply these settings to.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Leave the rest of the fields empty.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now you will have a series of fields available, for each of the rows, in which you\u2019ll be able to request information from Analytics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start by typing <\/span><b><i>mcf<\/i><\/b> <span style=\"font-weight: 400;\">for Report Type, to indicate the Multi-Channel Funnels API.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The minimum fields you will need are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Report Name<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">View ID<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Start Date<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">End Date<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Limit<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Report Type<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Metrics<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Dimensions<\/span><\/i><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You should already have the first 5 ready.<\/span><\/p>\n<ol start=\"3\">\n<li><b> Choose the appropriate dimensions and metrics and add them to the report<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">In our custom report, we will need to indicate that the request is to the <\/span><a href=\"https:\/\/developers.google.com\/analytics\/devguides\/reporting\/mcf\/v3\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">MCF Reporting API<\/span><\/a><span style=\"font-weight: 400;\">, using the appropriate dimensions and metrics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To do this, we have to go beyond the ones available in the drop-down list (that&#8217;s why we didn&#8217;t fill them in before) and look for the ones we&#8217;re looking for within<\/span><a href=\"https:\/\/developers.google.com\/analytics\/devguides\/reporting\/mcf\/dimsmets\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> all dimensions and metrics available<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><b>Note:<\/b><span style=\"font-weight: 400;\"> These fields, in addition to not being in the drop-down list of the extension, are also not found in the UA dimensions and metrics explorer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Copy and paste all the searched metrics and dimensions, separated with a comma and without spaces.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some important dimensions you can use:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">mcf:basicChannelGrouping: Basic channel grouping, automatic from Google Analytics.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">mcf:timeLagInDaysHistogram: Length of conversion paths in number of days. In other words, the days needed to achieve each conversion.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">mcf:pathLengthInInteractionsHistogram: Length of conversion paths in number of interactions. That is, the number of touchpoints needed on each channel to result in a conversion.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">mcf:basicChannelGroupingPath: Sequence of most successful channels along conversion paths.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">And some important metrics:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">mcf:totalConversions: Total conversions. Including goal achievements and transactions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">mcf:totalConversionValue: Total value of conversions. This metric includes goal achievements and transactions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">mcf:firstInteractionConversions: Number of conversions in which the channel has appeared in the first interaction.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">mcf:lastInteractionConversions: Number of conversions in which this channel has appeared in the last interaction of the conversion. This metric includes goal achievements and transactions.<\/span><\/li>\n<\/ul>\n<h3><b>Launch the report<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">We can run the reports from the Google Analytics extension menu -&gt; run reports. If all is well, a new tab will be created with the name you have chosen.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, with the following metrics and dimensions we will have the following reports:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">MCF &#8211; Path Length: Example report of the length of touchpoints per channel<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">MCF &#8211; First Assisted Last: Example report of the conversions of each channel as initiator, assistant and finisher<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-27281\" src=\"https:\/\/www.makingscience.es\/wp-content\/uploads\/2022\/08\/Captura-de-pantalla-2022-08-17-a-las-9.08.42-1024x756.png\" alt=\"\" width=\"450\" height=\"332\" \/><\/p>\n<p><span style=\"font-weight: 400;\">In the first example, we\u2019d see information like this:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-30080\" src=\"https:\/\/www.makingscience.com\/wp-content\/uploads\/2022\/10\/Data-Studio-Report-Example-1-300x64.png\" alt=\"\" width=\"450\" height=\"96\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">And in the second example, we\u2019d see information like this:<\/span><\/p>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-30085\" src=\"https:\/\/www.makingscience.com\/wp-content\/uploads\/2022\/10\/Data-Studio-Report-Example-2-300x63.png\" alt=\"\" width=\"447\" height=\"94\" \/><\/strong><\/p>\n<p><b>Note:<\/b><span style=\"font-weight: 400;\"> MCF reports can only be run with mcf dimensions and metrics. If we combine these with standard metrics or dimensions, the report will give an error like the following:<\/span><\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-27296\" src=\"https:\/\/www.makingscience.es\/wp-content\/uploads\/2022\/08\/Captura-de-pantalla-2022-08-17-a-las-9.08.57.png\" alt=\"\" width=\"485\" height=\"97\" \/><\/h3>\n<h3><b>Connect the reports with Data Studio<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">To connect the reports and view the information from Google Data Studio, it is as easy as creating a new report, or opening an existing one, and connecting a data source from Google Sheets.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First, find the report you have created. Then, connect each of the tabs (reports) that you have requested to the Google Analytics API.<\/span><\/p>\n<p><b>Note:<\/b><span style=\"font-weight: 400;\"> the reports do not appear in the first row, so you must choose a specific range in the options to connect the document and view the information (example: A15:D1015).<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-27301\" src=\"https:\/\/www.makingscience.es\/wp-content\/uploads\/2022\/08\/Captura-de-pantalla-2022-08-17-a-las-9.09.01.png\" alt=\"\" width=\"415\" height=\"206\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Following the previous examples, these are the visualizations that we could create with the previous information:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-27306\" src=\"https:\/\/www.makingscience.es\/wp-content\/uploads\/2022\/08\/Captura-de-pantalla-2022-08-17-a-las-9.09.18-1024x759.png\" alt=\"\" width=\"760\" height=\"563\" \/><\/p>\n<h3><b>Updating and scheduling reports<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Whenever you want to run the report again, you can do it manually. But the extension also allows you to schedule reports to run automatically, so your data is always up to date.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To do this, just go to the Google Analytics extension menu -&gt; Schedule reports. Here you\u2019ll choose the interval of the execution.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-27311\" src=\"https:\/\/www.makingscience.es\/wp-content\/uploads\/2022\/08\/Captura-de-pantalla-2022-08-17-a-las-9.09.24.png\" alt=\"\" width=\"466\" height=\"109\" \/><\/p>\n<h3><b>Change existing reports<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">If we want to edit an existing report (for example, change from the last 30 to 90 days, or add a new metric), we must do it by editing the reports table directly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now you know how to connect attribution reports in Data Studio! Enjoy and take advantage of this functionality to get useful information from all your campaigns.<\/span><\/p>\n<p><b>Bookmark these links to finish<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/developers.google.com\/analytics\/devguides\/reporting\/mcf\/dimsmets\/conversionpaths#mcf:totalConversionValue\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Conversion Paths: Dimensions &amp; Metrics Reference<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/developers.google.com\/analytics\/solutions\/google-analytics-spreadsheet-add-on\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google Analytics Spreadsheet Add-on<\/span><\/a><\/li>\n<\/ul>\n<h3>Need help getting started?<\/h3>\n<p>If you need help implementing reports in Google Data Studio (or, let&#8217;s be honest, ANY type of data-based reporting) don&#8217;t hesitate to reach out to our team.<\/p>\n<p style=\"text-align: center;\"><a style=\"border-radius: 15px; padding: 1em; background-color: #f0076f; color: white;\" href=\"https:\/\/www.makingscience.com\/contact\/\">Get in touch<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the main advantages of Google Data Studio as a reporting tool is its native integration with other Google tools. One of the most widely used integrations is the Google Analytics connector. Data Studio can collect data directly from the platform. With this integration, we can see and edit reports similar to audiences, acquisition, [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":27317,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[200,33],"tags":[938,939],"class_list":["post-30078","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data","category-martech-adtech","tag-data-studio-2","tag-google-analytics-2"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts\/30078","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/comments?post=30078"}],"version-history":[{"count":0,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts\/30078\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/media\/27317"}],"wp:attachment":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/media?parent=30078"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/categories?post=30078"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/tags?post=30078"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}