Custom Looker Studio analytics dashboard

I consolidated Google Ad and Google Analytics reports into a comprehensive Looker Studio dashboard for our marketing team. This dashboard helped us understand how our marketing efforts influenced traffic and behaviour on our client's website and present year-end KPIs to our client.

Goals

• Centralize all reporting needed for digital marketing efforts in an easy-to-access location
• Make performance data easier for non-technical stakeholders to interpret
• Present customized reports as answers to specific questions instead of relying on generic tables

Process

Identified what stakeholders needed to see and the questions they were trying to answer. Translated those questions into concrete reporting concepts (dimensions, metrics, filters). Designed each custom table to answer a specific question. Built reports with supporting filters and custom dimensions for clarity and flexibility

Tools

• Google Analytics 4
• Google Ads
• Google Search Console
• Looker Studio (calculated fields with custom queries)

Challenges & Solutions

The challenge was to convert high-level stakeholder concerns into a clear reporting plan, managing complex filtering across landing pages, paid search, and paid social campaigns.

My process included using detailed, hand-written mind maps to plan report structure before building and creating custom dimensions to simplify complex data and make reports simpler to understand.