Tools

Supermetrics: Here is the Guide

Supermetrics is an extremely powerful and easy to use data extraction platform. The problem of aggregation and data visualisation is common to all those involved in online marketing and more generally marketing and business reporting. We often have to deal with a large amount of data, divided into several platforms, often not aligned, which are difficult to compare. Often we also have to do multi-criteria evaluations and making a choice in a short time becomes complex.
Business intelligence and data analysis platforms are expensive and require a development effort that cannot always be addressed, due to time or cost constraints or even simply because the person in charge of problem analysis and marketing management does not have the necessary skills to develop data extraction and visualisation applications.

SuperMetrics – Export Data from Platforms to Excel and Google Spreadsheet

Supermetrics (here the official website), today our partner (the link is traced by affiliate), is a tool that allows you to export data from a myriad of different sources, directly into Microsoft Excel or Google Spreadsheet.

In the free version, Supermetrics can be connected essentially to Google Analytics, but in the Superpro version (89$/month) the connectors increase and include:

  • Google Analytics
  • Google AdWords
  • Database SQL
  • Bing Ads
  • Google BigQuery
  • Google Search Console
  • Facebook Ads
  • Facebook Insights
  • MailChimp
  • Moz
  • SEMrush
  • Stripe
  • Twitter Ads
  • Yahoo Gemini
  • YouTube
  • Adobe Analytics
  • Adform
  • DoubleClick Bid Manager
  • DoubleClick for Advertisers
  • DoubleClick for Publishers
  • DoubleClick Search
  • Google+
  • Instagram
  • LinkedIn
  • Pinterest
  • Reddit
  • Tumblr
  • Twitter
  • Vimeo
  • VKontakte

The Supermetrics Interface

The version for Google Drive is configured as extension for Google Spreadsheet. It has a free trial in Superpro of 30 days. Once installed you can start the sidebar and compose the query. Below you can see a screenshot with some settings for exporting from Facebook ADS.

As you can see from the drop-down menu under add-ons, Supermetrics integrates all a series of extremely interesting additional functions:

  • a query manager that allows you to keep multiple active queries on one sheet
  • a system for mailing with automatic reports – you can set one or more automatic data updates on a daily basis and automatically compile reports in PDF, HTML or Plain Text via email to selected addresses. The sending of emails can also be managed by triggers based on the values assumed by individual cells of the sheet. You could for example decide to trigger an email every time you have a large variation of CPL or CPC;
  • a template gallery with a whole series of pre-set queries.

Supermetrics for Dashboard Creation with Data Studio

Google Data Studio is a very powerful (and free) tool for creation of dashboards and in general for data visualization. It has only one problem: the small amount of connectors. It is also difficult to define formulas and calculate metrics that go beyond the four operations between two values. For example, it lacks a connector for Facebook ADS, or a connector for SemRush or Moz, just to name a few practical cases of frequent use.
However, the platform has a comfortable connector with Google Spreadsheet: it is therefore immediate to use Supermetrics as a data extraction tool and Google Data Studio as a visualisation tool.

A Practical Use Case – Supermetrics for Large Facebook ADS Campaigns

Let’s imagine a practical case: a few months ago I was working on a important campaign on Facebook ADS, consisting of hundreds of AdSets and thousands of Ad. The budget had to be reallocated with a good frequency on the various AdSets, evaluated in terms of CPC, CTR, Reach and Engagement. The development of a custom solution would certainly have been ideal, but until the delivery of the software it was necessary to continue to improve the performance of the campaign.
Using the classic Facebook metrics as a decision parameter, in fact, the analysis would have been absolutely limited and more in-depth reasoning and a more complex thread, to be developed with very tight time constraints. In addition to this it was necessary to redefine the targeting of these hundreds of AdSet, understanding how to re-segment the campaigns based on location and age. Imagine then having hundreds of AdSets to divide into dozens of locations, and having to evaluate more metrics at the same time for the thousands of lines resulting … extremely complex in a totally manual way.
Our salvation was Supermetrics that allowed us to export automatically – every day – all the data we needed segmented in the way we preferred. Imagine being able to tell software simply what data you want to analyse, what size to analyse it, and have in response an excel or Google Spreadsheet with all the data you need. With Supermetrics it is possible in a few seconds to have the list of all AdSets (with their IDs) “split” by age, displaying on different columns the metrics of interest. At this point it will be easy to calculate composite metrics in order to sort the various segments and AdSets by result, taking into account several factors at the same time.
We can then reallocate the budget with some formulas defined in Spreadsheet and playing with CERCA.VERT and Facebook Power Editor exports, reallocating the budget very simply, without having to write a single line of code!

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Supermetrics: Here is the Guide

paolo dello vicario | 05 July 2017

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