Build a Looker Studio Dashboard
A custom Looker Studio dashboard gives both leadership and operators clear performance insights. However, default reports often lack context. That makes data hard to act on.
This guide shows you how to design a dashboard that teams trust. It also shows how to connect Google Ads and GA4, visualize key metrics, and automate weekly reviews. Because decisions improve with clarity, dashboards matter.
This page supports the reporting cluster and links back to:
Google Ads Reporting and Analytics,
and the main hub:
Ultimate Guide to Google Ads.
URL strategy: focus on measurement — https://infinitemediaresources.com/google-ads/reporting-analytics/looker-studio/
What You Will Create
This page teaches you how to build a custom Looker Studio dashboard. First, you will connect Google Ads and GA4 as data sources. Next, you will define the metrics that matter most.
Then, you will design a layout that shows key results at a glance. After that, you will add filters and sharing controls. Finally, you will create a weekly review routine that teams trust.
Why Use Looker Studio
Looker Studio turns raw data into insight. Instead of scanning rows of numbers, teams see visual trends. That clarity makes decisions easier.
Because Looker Studio connects to many sources, it reduces duplicate dashboards. It also allows dynamic filtering. Therefore, operators and leadership use the same dashboard.
Google’s official Looker Studio overview explains how connectors work:
Looker Studio data sources.
Connect Your Data Sources
Step 1: Open Looker Studio
Go to lookerstudio.google.com. Sign in with your business Google account.
Step 2: Add Your Google Ads Source
Click “Create” → “Data Source”. Then choose Google Ads. Select the correct account, then connect it.
Confirm that campaigns and cost data appear. This ensures Ads KPIs flow into the dashboard.
Step 3: Add Your GA4 Source
Create another data source. Choose Google Analytics. Then select your GA4 property.
After that, confirm events and conversions appear. GA4 will provide behavior and funnel metrics.
Step 4: Validate Fields
Once connected, check common fields such as campaign, date, conversions, cost, and sessions. If fields do not appear, adjust permissions or reconnect.
For an official connector reference, Google offers details:
Add data to Looker Studio.
Define Metrics and KPIs
Leadership and operators care about slightly different metrics. Therefore, pick a core set that serves both.
Core Metrics to Include
- Impressions — Ad visibility
- Clicks — Ad response
- Cost — Spend
- CPA — Cost per outcome
- ROAS — Revenue efficiency
- CTR — Engagement to click ratio
- Conversions — Outcomes matched to GA4
- Sessions & Bounce — Post-click engagement
- Funnel steps — GA4 path metrics
Use consistent metric names across sources. That avoids confusion when comparing platforms. For metric definitions, see:
Google Ads metrics guide.
Design the Dashboard Layout
Header: Summary Metrics
Place high-level numbers at the top. These include cost, CPA, and conversions. That gives leadership a quick view.
Section: Acquisition Performance
Add charts that compare campaigns, cost, and CTR. Also show cost trends over time.
Section: Conversion Funnel
Use GA4 session and event data to map journeys. Funnels provide context beyond cost and clicks.
Section: Quality Metrics
Add bounce rate, session duration, or page views per session. These show visitor engagement.
Keep visual blocks consistent. Use colors and labels that teams understand.
Add Filters and Controls
Filters let users explore segments without changing the dashboard structure.
Date Range Controls
Add a date picker so viewers compare time periods.
Campaign Filters
Provide campaign and channel selectors. These let users focus on specific efforts.
Audience Segment Filters
If GA4 audiences are defined, add them so users see behavior by group.
When filters are present, operators can investigate drivers without editing the dashboard.
Collaboration and Sharing
Once the dashboard exists, share it with stakeholders.
Click “Share” → “Add people”. Grant either view or edit rights. Leadership usually gets view access. Operators often get edit access.
Add comments to explain what each section shows. This builds trust and understanding.
Furthermore, export as PDF for recurring meetings. This ensures offline reviews align with the online dashboard.
Reports and Weekly Routine
Dashboards are only useful when teams use them regularly.
Establish a weekly routine. Set a consistent day and time for review. During the meeting:
– Check core KPIs
– Discuss deviations from trends
– Assign action steps based on data
Because the dashboard updates automatically, you avoid manual report builds.
Common Mistakes to Avoid
These errors weaken dashboards:
- Too many metrics at once
- No filters for exploration
- Disconnected data sources
- Missing conversions from GA4
- Irrelevant visuals that distract
Instead, focus on clarity and actionability.
Body Reinforcement: Why This Dashboard Matters
- You summarize performance for leadership quickly.
- You standardize metrics across teams.
- You eliminate manual reporting time.
- You identify trends early.
- You make data-informed decisions weekly.
- You align strategy and execution visually.
Common Questions About Looker Studio Dashboards
Can Looker Studio auto-refresh data?
Yes. Connected sources update automatically when available.
Should I use templates?
Templates speed setup. However, customize them to match your metrics.
Can dashboards show revenue attribution?
Yes. When GA4 revenue is imported, combine it with cost data.
Do dashboards replace detailed reports?
No. They complement detailed analysis while providing high-level clarity.
Next Steps
First, connect your Google Ads and GA4 sources. Then define your key metrics. Next, design the layout and add filters.
After that, share the dashboard with stakeholders. Finally, establish a weekly review routine so the dashboard becomes a trusted tool.
Continue your reporting cluster:
Return to Reporting and Analytics
Build the next spoke:
