Digital Analytics and Data


To see data from a data source, you need to add it to a report. This way, all fields of the data source can be used in charts and controls. If you share the report with other editors, they too can use the data source in question to create components within the report.

To create a report, Data Studio makes things easy by offering sample report templates. Below we can see a default report template used for data from Google Analytics.Each of these examples has a USE TEMPLATE button that allows you to copy the report and use your own data source.

If you don’t have a data source yet, you can create one on the fly. To create a report from scratch, you need to use the report editor. When you create a new report, you are asked to add a data source. You can select a data source you have access to or create a new one.

To add charts, controls, and other elements to the report, use the toolbar at the top of the page to select the desired component. At this point, click on the canvas where you want to place it. Whenever you select a component on the canvas, you can configure its data and style properties via the pane on the right.

Finally you have a useful tool to control your analytics data and which will make it easier to create reports, taking data directly from different data entries. The data will be easily accessible by those who need it.”It is a capital mistake to theorize before one has data” – Sherlock HolmesDriven organization: other toolsPlanning and strategy starting from data

With Data Driven organization we mean a way of managing content planning and business strategies, no longer based on intuitions or following market trends, but on the analysis of data relating to current business performance.

Based on the analysis of this data, it will be possible to implement better strategies that truly respond to the needs and behavioral habits of users (read this article to learn more about the Data Driven approach). In addition to the tools presented above, there are two other tools that allow us to monitor data relating to our content and user interactions with it: Hotjar and Google Optimize.

HotjarHotjar is a useful tool for optimizing your marketing campaigns and the performance of your site in general. This tool brings together all the analysis features that are usually generated through the use of multiple software jointly, such as SurveyMonkey or

Qualaroo for online surveys, CrazyEgg for clicks heatmaps or MouseTracker for recording user navigation, ClickTale for form abandonment.Through this software it is therefore possible to answer questions such as:

Why do users click on non-clickable items?How deep in filling out a form do users reach? Which are the fields that generate the highest number of dropouts?What are the differences in behavior between mobile, tablet and desktop browsing?

How Hotjar WorksHotjar offers the possibility to observe the visitor sessions recorded in a video, in order to allow you to understand the reason for a particular session drop or a loss by the user. Another very useful feature of Hotjar is related to the HeatMaps, that is the heat maps due to the clicks and mouse movements of the users.


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