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Integrate Google Analytics, Google Search Console, and other data sources

Google Analytics shows how many users were on which page of your website for how long. Google Search Console reveals how the search engine crawler sees your website. You can find out which position you have on Google for which search terms, which links refer to your content, whether your sitemap is set up correctly and much more. The basis for any activity in the field of SEO. SEO stands for Search Engine Optimization, so: Search engine optimization.

But not only the search engines are interesting for your acquisition of website visitors, leads and customers. You should also keep an eye on the performance data of your campaigns on Google Ads, Facebook and elsewhere.

Wouldn’t it be good to see the performance, all key figures at a glance? You can find out how this works in this section.

The starting point looks like this: impressions, clicks, conversions, the costs for your Facebook campaigns: All of this belongs in proper reporting. But as a website manager, you quickly break a sweat as soon as your boss asks you for a clear presentation. In the past, I often just clapped a few screenshots from Analytics and Search Console into a presentation. You can do it, but it is a workload. You have to query the information again and again, possibly for several websites, website by website, account by account.

If you use the data views offered by Google and Facebook, for example, you can check your progress. But you lack the overview. You don’t have the one report that shows you all the metrics at once. As a webmaster, however, you want to know where to find the right visitors and whether your campaigns are worthwhile. Where can you save money on campaigns by showing you more frequently in organic search?

A tool called Supermetrics allows you to link your website metrics with data from Google Ads, Facebook Ads and other platforms.

Symbol graphics: merge multiple data sources with Supermetrics

It’s relatively easy. If you want to do the same thing as I did in the following example, you’ll need a Google Account. Then go to the Supermetrics website and log in. After you have activated the Supermetrics extension, you can start the Supermetrics Sidebar under Addons in Google’s Excel counterpart, i.e. Google Sheets.

It will be displayed after a short loading time. You connect your accounts with Anayltics, Search Console, Google Ads and all the other platforms that are relevant for your traffic. Then you select the metrics. You can add any data sources you want. It often makes sense to link or filter different data. This is not a problem. Every conceivable drilldown is possible. You can sort, filter, relate your data and visualize it at the end.

We can load the data into a table in order to process it further using formulas or, for example, conditional formatting.

After that, you can make diagrams out of it, right within your spreadsheet. Or you can load the data directly into a diagram. It’s a matter of taste. You can then add the diagram to a presentation in Google Slides, which is Google’s Powerpoint counterpart. You then either make the presentation available online by releasing it and sending a link, or you can download it as a PDF or Powerpoint.

There are hardly ever any problems. I have been using the tool for years. I use it for all of my sites and many customers.

The greatest benefit is to people who own or service many websites and social media channels. On the one hand, you save a lot of time. In addition, you can design a dashboard with full freedom of design that also looks good. The tool enables you to present your reporting uniformly in the corporate design of your company or your customers. There are no errors in the transmission of data, because they come directly via the interface. You don’t need copy and paste.

There are also a large number of templates for supermetrics-based reports. For example templates that you can use to check your organic traffic. The tool also makes it much easier to do keyword analysis. You can automate your keyword research and carry out comprehensive backlink analyzes. As an advanced user, you will come up with reporting ideas that you would not have thought of before. How many search queries have to do with your brand, which proportion is more likely to come from content search phrases? That and much more is open to you.

I am happy if I could give you a tip with it. By the way: If you have any questions about the Supermetrics tariffs and pricing you like to come up to me. I have some interesting information that I am happy to pass on in personal contact.

Bernhard Jodeleit
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