Email reporting and analytics can be tricky to navigate. ESP reporting doesn't always provide specific data or present the data in ways that can be useful, or easy to digest. The alternative, manually creating email reports can take up to two working days to create, validate, and present in ways that stakeholders could understand.

I eventually came across Google Data Studio, and through a couple of years of experimenting and trial and error, I've found a way of automating email analysis and saved myself a ton of time.

Additionally, I've been able to create detailed reports for myself, and distilled versions for stakeholders who don't need to know the nitty-gritty.

<aside> 📌 TLDR; Google Data Studio can (a) visualise your data (b) give you more control over your data reporting and (c) automate the entire process. Boom.


Continue reading to get an in-depth tutorial on how I create an email reporting dashboard in Google Data Studio. You can follow along with the steps using the sample documents provided.

Sample documents

Sample email campaign data spreadsheet

Sample Google Sheet

Sample Google Data Studio report


Before you begin, ensure you've got the following:


1. Export your email report from your ESP.

Be sure to export data for all time rather than a small window each time.

2. Import the spreadsheet into a Google Sheet

<aside> ❗ Ensure that your spreadsheet doesn't have a 'total' line. If it does, just delete it.