The most common challenge of marketing data analysis is the calculation of metrics that require multiple data sources.

Even though you can use pivot tables and copy-pasting to create cross-channel reports on Sheets, and Looker Studio has a data blending feature itself, there’s a clear opportunity to automate the full data blending workflow and make it 10x easier.

To solve it, we need to evaluate these aspects:

• Matching metrics and dimensions across data sources
• Cleaning, normalizing, and standardizing the data to be joined (e.g. UTM parameters rarely match).