PESO model report template for Google Data Studio

PESO is a media model strategy that stands for Paid, Earned, Shared, and Owned media. Download a free template to report your IMC (Integrated marketing communications) strategy. 

Report your efforts with the PESO model 

PESO is a media model strategy that stands for Paid, Earned, Shared, and Owned media. This idea of converging media as part of the IMC (Integrated Marketing Communications) was brought to life by Gini Dietrich in 2014. The Spin Sucks’ book, established a solid framework for implementing and embracing the PESO model that has become widespread in the industry.

By using the PESO model, the agency and corporate teams and determine what is the best type of content according to the trends among a specific category. 

What metrics are included in the PESO model report? 

Paid Media

Paid media has quickly become your best strategy for better targeting and control of who is being reached by the content you create. 

The metric that will determine the success of your paid strategy is the one you can set and place just next to the objective. 

E.g. Calculate how much you spent and how it is helping the increase in awareness and relevance among the business category my brand is, by reaching a wider audience.


Earned Media

Earned media is all about relationship building. Calculate your “Page Talking About” to measure the impact of your marketing and communications strategy. 


Shared Media

Shared media could be considered a sector of owned media because you own the content that is published to your social media platforms. But there is something you have to keep in mind. The more people share your content, the most relevant you are. 


Owned Media

The owned media it’s created specifically for your brand that is published to your website or other owned channels such as blogs.

Here you can pull the metrics from Google Analytics to understand how different efforts are helping to increase your website traffic and content consumption. 



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  • Make sure you’re signed in to your Google account and have a Google Data Studio account. 
  • Go to the report template and click on Use template.
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  • Generate the copy, and you’re done. 

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However, pulling the data automatically requires a Google Data Studio connector. 

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