Chapter 11 of 12

Hello there, welcome back!

This is the second to last week of my Digital Analytics Quest that I have been pursuing while undertaking the Digital Analytics Mini-Degree at the CXL Institute. I have so many feelings!

This has been such an enriching and enlightening experience for me, I can’t really remember feeling this confident in any type of skill set in my entire life! It’s a pretty emboldening feeling, so if you are looking to level up any of your digital marketing skills (e.g., Digital Analytics, Customer Acquisition, Conversion Rate Optimization, Growth Marketing, Digital Psychology and Persuasion, Technical Content Marketing, or general Technical Marketing) I would recommend CXL Institute every day of the week and thrice on Sundays! I cannot recommend their products enough. Anyhow, enough of my reflecting and product hawking. That’s not what you came for anyways, is it.

Let’s get down to why you’re really here, shall we?

So a few weeks ago, at work, I had been asked by my numerous stakeholders for dimension and metric definitions and explanations to go along with the data visualization dashboards I create for them. My stake holders happened to be quite self-aware and readily admit of their being more or less Google Analytics terminology illiterate, which is totally understandabe. There are myriad nuances and loopholes in the definitions and how they align with how Google Analytics goes about collecting and reporting your captured website data.

At first I simply created a cover page that had all of the definitions and explanations spelled out for the specific stakeholder. I patted myself on the back for a job well done and went about my other duties…and then my stakeholders started coming back with complaints of the annoyance of having to oscillate between the explanations cover page and the actual data visualizations. I will be the first to admit that it wasn’t the most efficient solution, but it was more or less effective.

So, with this newly minted feedback I had to go back to the drawing boards and figure out how I could rework this problem into a solution that would be both effective AND efficient.

As fortune would have it, this was taking place while I was smackdab in the middle of my CXL Institute — Google Data Studio course load taught by the exceptional Michelle Kiss of Analytics Demystified. While taking the course, I was fiddling around and stumbled across the Community Visualizations drop-down menu in the toolbar. (See image below)

Admittedly, I had explored here before but without any idea of what I would be using any of the community visualization for. This time was different. I had a problem in mind and was actively looking for a solution. (Enter MouseOver Tooltip by Shota Okabe).

This nifty little visualization behaves much like the ToolTip functionality that Google offers in many of its other products (e.g., Sheets) and it helped provide an elegant work around for the problem that I was facing. You see, this visualization allows you attach it to another native Data Studio visualization (e.g., the Score Card) and when hovered over it will show the text you have configured in the MouseOver Tooltip visualization settings. Like so:

This visualization is fairly straightforward to configure. I illustrated how to navigate to the visualization in the Community Visualization library above, once you have selected the visualization in the Community Visualization library you will be prompted to authorize the widget since it is not a Google created functionality, do so and place it over the dimension or metric you wish to explain.

In my example, I chose to explain how a New User is recorded in Google Analytics and all that that implies. Before that I assigned it to a specific metric in the Data Tab of the widget. (See below)

“Within Google Analytics, a New User is recorded and reported in Google Analytics in the event of a user’s first visit to your site OR is a returning user that has cleared the preexisting cookie created by GA on their first visit containing their previous Client ID# that was stored within.”

I had written this definition in advance and was able to simply copy + paste it in the MouseOver Tooltip visualization’s style tab section right at the top:

The icon size setting is pre-configured to appear at 100, which is quite large. You may want to change the icon size in the Style Tab near the bottom. Personally, I like to configure the icon size to 12.5 so that it is still visible without getting in the way of the major objectives of the dashboard. But, you do what works best for you, boo. If you do not like the standard “information” icon, you have the option of changing that to a question mark “?” if you are posing a question, or a light bulb if that tickles your particular fancy and have the intention of illuminating an actionable, but otherwise obscure insight within the data you are visualizing and presenting.

Another neat aspect of this visualization is that if you prefer to customize the information to align with how the metric is filtered or segmented or the date range applied, you can do that as well in the Data Tab of the widget, which could come in handy should the occasion present itself.

There is no real limit to what you can do with this handy little visualization widget. The only limits exist within your data visualization entertaining imagination. I am genuinely curious and interested to see what use cases you come up with for this and other Community Visualization widget(s).

If you feel so inclined, please leave a comment or drop a note so that we can share all of the cool ideas and things all y’all are doing with insights you may have picked up here or anywhere else for that matter really.

I hope you will come back and check out my other posts and put the hopefully insightful contents to good use. I hope to see you next week!

Just a nomadic digital analyst finding his way to great light and knowledge through sharing it with you!