Google Data Studio Number Formats / Data Types

Last Updated: January 14, 2022

When you create or edit a data source in Google Data Studio, you get the option to select the data type of the data source field. 

One of the data types supported by Google Data Studio is ‘numeric’: 

Google Data Studio Number Formats

There are three numeric data types in Google Data Studio:

#1 Number – select this data type if you want data studio to expect a number (includes floating-point number) when processing a field in the underlying data source.

#2 Percent – select this data type if you want data studio to expect percentage data when processing a field in the underlying data source.

#3 Duration – select this data type if you want data studio to expect time duration in seconds when processing a field in the underlying data source. 

For example, consider the following Google Sheets data source:

Google Sheets data source

The field ‘Number of orders’ is of type ‘number’.

The field ‘Percentage of Sales’ is of type ‘percent’. 

The field ‘Phone Call duration’ is of type ‘duration’.

When we connect this data source to our data source schema then while deciding the data source schema (structure) we should:

  • set the data type of the field ‘Number of orders’ to ‘Numbers’.
  • set the data type of the field ‘Percentage of Sales’ to ‘Percent’.
  • set the data type of the field ‘Phone Call duration’ to ‘Duration’.
set the data type of the field

Now if we create a report from this data source schema then it would look like the one below:

create a report from this data source schema

This report matches with our data source:

This report matches with our data source

The only difference here is that the values of the ‘phone call duration’ field are displayed in a different format.

For example, Data Studio displayed 230 seconds as 00:03:50

If you convert 230 seconds into minutes, it would be 230/60 = 3.83 minutes or 3 minutes 50 Seconds

Using incorrect numeric data types

Consider the following Google Sheets data source:

Google Sheets data source

The field ‘Number of orders’ is of type ‘Number’

The field ‘Percentage of Sales’ is of type ‘Percent’

The field ‘Phone Call duration’ is of type ‘Duration’.

When we connect this data source to our data source schema then while deciding the data source schema (structure) we should:

  • set the data type of the field ‘Number of orders’ to ‘Numbers’.
  • set the data type of the field ‘Percentage of Sales’ to ‘Percent’.
  • set the data type of the field ‘Phone Call Duration’ to ‘Duration’.
set the data type of the field

But what if, when deciding the data source schema (structure):

  • we set the data type of the field ‘Number of orders’ to ‘Duration’
  • we set the data type of the field ‘Percentage of Sales’ to ‘Number’
  • we set the data type of the field ‘Phone Call duration’ to ‘Percent’
incorrect numeric data types

Then this is what our Data Studio report would look like:

data studio report

Data Studio will automatically convert all the values of the:

  • Number of Orders’ field to ‘Duration’ data type
  • Percentage of Sales’ field to ‘Number’ data type
  • Phone Call Duration’ field to ‘Percent’ data type

So, when you select an incorrect numeric data type while defining the data source schema, you get incorrect/unexpected data in your reports.

Other articles on Google Data Studio

  1. Google Data Studio Alternative – Whatagraph
  2. Google Data Studio Parameters explained with examples
  3. How to Change Language in Google Data Studio
  4. Google Data Studio Date Format and Time Explained
  5. Google Data Studio Tutorial with FREE PDF ebook
  6. Google Data Studio Functions, Formulas Tutorial
  7. How to work with the Boolean field in Google Data Studio
  8. Google Data Studio Page Navigation Tutorial
  9. Understanding Report Editor in Google Data Studio
  10. Best practices for creating a report in Google Data Studio
  11. How to share reports in Google Data Studio
  12. Seven methods to create a new report in Google Data Studio
  13. Google Data Studio Report Tutorial
  14. How to invite people to view or edit a report in Google Data Studio
  15. How to share the link of your report in Google Data Studio
  16. Schedule email delivery of a report in Google Data Studio
  17. How to download Data Studio report as PDF
  18. How to embed a Data Studio report on a website
  19. Guide to Data Types in Google Data Studio
  20. Image function in Google Data Studio
  21. Image Link data type in Google Data Studio
  22. Image data type in Google Data Studio
  23. Google Data Studio Geo Map – Latitude Longitude
  24. Why You Should Avoid Using Functions and Calculated Fields in Data Studio
  25. Google Data Studio Calculated Fields Tutorial
  26. Working with the Text data type in Google Data Studio
  27. The Data Set Configuration Error in Google Data Studio
  28. Data Source Fields in Google Data Studio – Tutorial
  29. Refresh data source schema fields in Google Data Studio
  30. Google Data Studio Data Sources – Tutorial
  31. Google Data Studio Dimension vs Metric
  32. How to filter by email in Google Data Studio
  33. Google Data Studio – Sharing Data Sources (aka data source schema)
  34. Field editing in reports – Google Data Studio
  35. Data Source Version History in Google Data Studio
  36. Community Visualization Access in Google Data Studio
  37. Understanding Data Source Credentials in Google Data Studio
  38. Understanding Data Freshness in Google Data Studio
  39. How to create and configure a data source in Google Data Studio
  40. Google Data Studio Aggregation Explained
  41. How to Edit a Calculated Field in Google Data Studio
  42. Formula Rejection in Google Data Studio
  43. Doing Basic Maths on Numeric Fields via Calculated Fields

Register for the FREE TRAINING...

"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."



Here’s what we’re going to cover in this training…

#1 Why digital analytics is the key to online business success.

​#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.

#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.

#4 ​Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

#5 The number 1 reason why conversion optimization is not working for your business.

#6 How to advertise on any marketing platform for FREE with an unlimited budget.

​#7 How to learn and master digital analytics and conversion optimization in record time.



   

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and BeyondSECOND EDITION OUT NOW!
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

About the Author

Himanshu Sharma

  • Founder, OptimizeSmart.com
  • Over 15 years of experience in digital analytics and marketing
  • Author of four best-selling books on digital analytics and conversion optimization
  • Nominated for Digital Analytics Association Awards for Excellence
  • Runs one of the most popular blogs in the world on digital analytics
  • Consultant to countless small and big businesses over the decade
error: Alert: Content is protected !!