Reporting Dashboard
Google Looker Studio
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What It Is:
Looker Studio is a free tool by Google that helps turn boring numbers into easy-to-understand charts, graphs, and reports. -
Cloud-Based:
You don’t need to download or install anything—it works right in your web browser/downloadable PDF. -
Data Connections:
It can connect to lots of data sources like Google Analytics, Google Ads, YouTube, spreadsheets, and even databases. -
Interactive Dashboards:
Reports aren’t just static; you can click filters, adjust dates, and explore the data in real-time. -
Collaborative:
Multiple people can work on the same report at the same time, like with Google Docs.
1. Main Section:
Filters & Key KPIs
- Data Source: Google Ads
- At the top of our PPC report, there are filter controls that allow you to adjust the data displayed in the charts and tables below, providing a customizable and dynamic view of your data. The key filter to focus on here is the date filter, which allows you to adjust the time period for the data displayed in the report.
- In the first section of our reporting, we like to use so-called "Score Cards" to highlight the main Paid Search KPIs. We separate the top-level KPIs into two categories: the first focuses on visibility and efficiency-related metrics, while the second focuses on outcome-related metrics.
2. Campaigns & Keywords
- Data Source: Google Ads
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Campaign Performance Table:
This table gives an overview of how each campaign is performing. It includes metrics like conversion quantity, revenue, and ad-spend, helping you understand which campaigns are driving the most value and where your budget is being spent effectively.
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Keyword Performance Table:
This table breaks down the performance of individual keywords. Again, the metrics conversion quantity, revenue, and ad-spend are the focus, so you can see which keywords are attracting the right audience and delivering results.
3. Conversion Data / Time
- Data Source: Google Ads
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Conversion Data: Month of the Year
This section shows two charts based on monthly data. The first chart displays conversions by month, and the second shows the cost per conversion. The months displayed depend on the time frame set in the filter controls.
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Conversion Data: Day of the Week
This section displays two charts focusing on daily performance: one for conversions by day and the other for cost per conversion. The days shown depend on the time frame set in the filter controls.
4. Device Performance
- Data Source: Google Ads
- Our Looker Studio report features a section with three pie charts that break down performance by device type (desktop, tablet, smartphone). The charts display clicks, conversions, and costs for each device, providing a clear visual overview of how campaigns perform across different devices.
5. Ad Spend Calculation
- Data Sources: Google Ads & Google Analytics
- Our report includes a section visualising the ad spend calculation (in this example, Google Ads), set at 3.5% of the brand's total revenue in Google Analytics. It features a main chart and two scorecards: one showing the maximum calculated ad spend and the other showing the actual spend for the period.
6. Website Traffic
- Data Source: Google Analytics
- This section reports on website traffic data, giving clients a clear overview of their dominant channels and traffic sources. Filters dynamically update all charts and scorecards, with data displayed based on selected filters such as date, year, month, country, or channel. Although this data is not exclusive to Google Ads, we believe it’s important to include key Google Analytics metrics in our reports to help clients maintain a clear view of the bigger picture.
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Why Year-On-Year?
The title includes a year-on-year (YOY) reference because hovering over any of the charts displays a popup with a performance comparison to the same month in the previous year. This feature is particularly valuable when presenting reports to business stakeholders and is further discussed in the following sections.
7. Website Traffic (2)
- Data Source: Google Analytics
- Next, we visualise website traffic by source and top acquisition channels using two pie charts and two bar charts. This layout provides a clear and detailed breakdown of where traffic originates, helping clients identify key channels driving their audience and optimise accordingly.
8. Orders & Sales
- Data Source: Google Analytics
- This section covers order and sales data, encompassing all channels, not just paid search. It provides clients with a clear overview of key performance indicators (KPIs) related to orders and sales. The first part features scorecards highlighting metrics such as orders, conversion rate, sales, and average order value.
- Hovering over any of the months on the charts will display a popup with a performance comparison to the same month in the previous year.
9. Orders & Sales (2)
- Data Source: Google Analytics
- A continuation of the order and sales data, this section focuses on the following metrics: item order quantity, item order quantity based on new vs returning customers, conversion rate, and conversion rate broken down by new vs returning customers.
- Hovering over any of the months on the charts will display a popup with a performance comparison to the same month in the previous year.
10. Orders & Sales (3)
- Data Source: Google Analytics
- A continuation of the order and sales data, this section focuses on the following metrics: revenue, revenue based on new vs returning customers, average order value, and average order broken down by new vs returning customers.
- Hovering over any of the months on the charts will display a popup with a performance comparison to the same month in the previous year.
Performance
Highlights
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Client: Dream Weddings
(Google Ads)
Client: Fulfilment Crowd
(Google Ads)
Client: WiseOwl
(Landing-Page-Redesign)
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4. In Depth
Reporting
1. Captivating Advert
2. Optimised Landing-Page
3. Server-Side-Tracking
4. In Depth Reporting
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