Looker Studio marketing dashboards built around one scoreboard.
We build marketing dashboards in Looker Studio for owners and marketing leads who want one page that answers the only question that matters: what did we spend, what did it produce, and where did the revenue come from.
The scoreboard pulls spend from Google Ads and Meta, leads and key events from GA4, organic visibility from Search Console, calls from call tracking, and booked and closed outcomes from your CRM, joined by source so each channel is judged on revenue, not clicks. Where connectors are slow or limited, we land data in BigQuery or Google Sheets first so the dashboard loads fast and stays accurate. We design for the person who checks it on Monday morning, not for the analyst who built it.
Questions this page answers
- How do I build a marketing dashboard that shows revenue by source?
- Should I hire a Looker Studio agency or build dashboards myself?
- Why does my Looker Studio dashboard not match Google Ads?
- How do I get CRM data into Looker Studio?
- Why is my Looker Studio report so slow or showing quota errors?
- What should a weekly marketing dashboard include?
Step 1 of 2
How can we help you get found?
Next: name, email and budget. That’s it.
Where Looker Studio pays off, and where it stalls.
Looker Studio is Google's free reporting tool. It connects to data sources, turns them into charts, and shares like a Google Doc. Native connectors for GA4, Google Ads, Search Console, BigQuery and Sheets work out of the box; everything else, including Meta and most CRMs, needs a partner connector or a data warehouse in between. Blending lets you join sources on a shared key such as date or campaign, which is how spend and revenue end up on the same row.
Most dashboards fail for the same reasons. They were built to impress, with twenty charts per page and every metric the connector offered, so nobody can tell whether the month was good. Each chart reads straight from a live connector, so pages load slowly and hit API quotas. Source names disagree between systems, so blends drop rows. And the dashboard shows platform-reported conversions next to CRM revenue without saying why they differ, so the owner sees two answers and trusts neither.
We start with the one-scoreboard idea: spend, leads, booked appointments and revenue, by source, week over week. Then we fix naming at the source, because a dashboard cannot join what was never tagged the same way. Heavy or non-Google data goes into BigQuery or a scheduled Sheet so charts read from prepared tables. Every number carries a note on where it comes from and how fresh it is. The first page answers the owner's question in thirty seconds; drill-down pages sit behind it for the marketer.
Feeds it
- GA4 key events
- Ad platform spend
- Search Console
- CRM deals
- Tracked calls
It feeds
- Weekly scoreboard
- Cost per booked job
- Revenue by source
- Budget decisions
Every connection is built on your accounts and documented, so the data survives any change of vendor.
Marketing dashboards in Looker Studio, scoped to the result.
Scoreboard dashboard build
We design and build the one-page view of spend, leads, booked and revenue by source, with period comparisons, plus drill-down pages per channel for the people running campaigns.
Data source and connector setup
We connect GA4, Google Ads, Search Console, BigQuery and Sheets natively, and add partner connectors or scheduled exports for Meta, call tracking and CRM data where needed.
BigQuery reporting layer
For accounts with heavy data or many sources, we build prepared tables and views in BigQuery so dashboards load quickly, avoid connector quotas, and keep history under your control.
CRM revenue joins
We export CRM deals with source, campaign and stage, clean the naming, and join them to ad spend so cost per booked job and revenue per channel are real numbers.
Dashboard audit and repair
We review existing reports for broken blends, wrong date ranges, double-counted conversions and slow pages, then rebuild or fix them so the numbers can be trusted again.
Reporting cadence and training
We set a weekly review rhythm, schedule email delivery of the scoreboard, and train your team to read, filter and extend the dashboard without breaking it.
Where Looker Studio setups break.
The problems we are most often hired to fix, in the order they tend to cost money.
Everything on page one
Twenty charts of impressions, sessions, bounce rate and click-through rate crowd out the four numbers that decide budget. The owner opens it, cannot tell if the week was good, and stops opening it.
Live connectors everywhere
Every chart queries GA4 or a third-party connector directly, so pages take ages to load, hit API quotas and show errors during the Monday meeting. Prepared tables in BigQuery or Sheets fix this.
Blends on mismatched names
Campaign names in Google Ads, UTM values in GA4 and lead sources in the CRM do not match, so blended rows silently drop and revenue by channel looks lower than it is.
Unexplained platform versus CRM gaps
Ad platform conversions and CRM outcomes sit side by side with no explanation of attribution windows, click dates and deduplication, so the dashboard creates arguments instead of settling them.
Looker Studio, wired into the rest of the business.
Google Analytics 4
Native connector for sessions and key events, or BigQuery export for heavier reporting.
Google Ads
Native connector for spend, clicks and conversions by campaign, pulled through our manager account.
Google Search Console
Organic queries, clicks and landing pages alongside paid channels on one view.
BigQuery
Prepared tables that join spend, leads and revenue so dashboards load fast.
Google Sheets
Scheduled CRM or offline exports when a warehouse would be overkill.
HubSpot
Deals with original source and stage exported and joined to ad spend.
CallRail
Call counts and qualified calls by source added to the lead totals.
Supermetrics
Partner connector for Meta Ads and other non-Google platforms when a native one is missing.
From audit to running it.
Audit.
We interview whoever reads the dashboard, list the decisions it must support, check every data source for naming and freshness, and mark what current reports get wrong.
Fix or build.
We fix source naming and UTM conventions, build the reporting layer in BigQuery or Sheets where needed, then design the scoreboard page and channel drill-downs in Looker Studio.
Connect.
We wire in ad platforms, GA4, Search Console, call tracking and CRM exports, reconcile totals against each source, and document every metric's definition and refresh timing.
Run or hand over.
We maintain connectors and add views as channels change each month, or hand over ownership in your Google account with documentation and a recorded walkthrough.
A good fit
- Owners who want one page each week showing spend, leads, booked work and revenue by source.
- Companies running several paid channels whose reports come from different vendors and never agree.
- Marketing leads who need to defend budget with revenue numbers instead of clicks and impressions.
- Businesses with a CRM that records outcomes and just needs them joined to spend.
Probably not a fit
- If your tracking and CRM stages are broken, a dashboard will only display bad data faster; fix tracking first.
- If you need enterprise business intelligence across finance and operations, a dedicated BI team or platform is a better fit.
Pricing, plainly.
Looker Studio itself is free. Google also sells Looker Studio Pro, a paid version with team content management and administration features, which few small and mid-size companies need. Costs come from what feeds it: partner connectors for platforms like Meta are sold on monthly subscriptions, and BigQuery bills for storage and queries, usually small at this scale. Our work is scoped after a short call, typically a fixed-scope build or audit and rebuild, then monthly maintenance as channels change or a documented hand-over into your own account. Ongoing work runs month to month after an initial term.
Looker Studio by business type.
- Roofing companiesMarketing agency and website builder for roofing companies: speed-to-lead dialer, instant roof estimates, Google Ads, LSA and sync into JobNimbus or AccuLynx.
- HVAC and plumbing companiesMarketing agency and website builder for HVAC, plumbing and commercial refrigeration companies: city pages, LSA, call tracking and ServiceTitan wiring.
- Franchise brandsFranchise marketing agency for franchisors and franchisees: development lead generation, local marketing at scale, multi-location websites and CRM systems.
- Law firmsMarketing agency and web builder for law firms and case-connection services: primary-source content, compliant ads, flat-fee leads, Clio and Filevine intake.
- Home buildersMarketing agency and website studio for custom and luxury home builders: photo-first galleries, community launch campaigns, and Buildertrend CRM wiring.
- Product brandsMarketing agency and e-commerce builder for product brands: headless Shopify storefronts, Amazon Brand Registry and listings, Klaviyo, ads tracked to orders.
Reading on Looker Studio.
- Paid Media · Takeaway
Paid media reports show different conversion numbers than the CRM because each platform uses its own attribution windows, view-through credit, modeled conversions, and click-date reporting.
Paid Media · 11 min read
Paid Media Reporting: Why Ad Numbers Differ From Your CRM.
Your ad platforms and your CRM will never agree exactly. Here is why the conversion numbers differ, how to reconcile them, the four numbers a report should lead with, and the reporting and cadence to expect from a partner.
Read - Marketing · Takeaway
Start from money, not likes: track leads to booked jobs to revenue, and ignore vanity metrics that never touch your bank account.
Marketing · 15 min read
How to Tell If Your Marketing Is Actually Working.
Most small businesses spend money on marketing and have no real idea what is working. Here is the simple measurement system that tells you the truth, built in an afternoon, not a quarter.
Read - Lead Generation · Takeaway
Automated bidding makes the conversion definition the most important setting in the account.
Lead Generation · 10 min read
The Conversion Tracking Audit Checklist We Run Before Spending a Dollar.
Automated bidding optimizes toward whatever you call a conversion. This checklist makes sure that definition is true before the budget goes up.
Read
Hiring help with Looker Studio.
- Are you a certified Google partner or Looker Studio agency?
- No. We are independent, not a Google Partner or Google Cloud partner. We do hold a Google Ads manager account and build these dashboards for our own brands, which is where the one-scoreboard format came from. Independence means we recommend the simplest data setup that works, native connectors and Sheets where possible, and are not paid to sell you connector subscriptions.
- Why does my dashboard not match what Google Ads or Meta shows?
- Usually for three reasons: date ranges or time zones differ, the platform credits conversions to the click date while GA4 and the CRM use the event date, and platforms count modeled or view-through conversions your CRM never sees. We label each number with its source and definition, so differences are explained rather than hidden.
- How fresh is the data in Looker Studio?
- It depends on the source. Google Ads data refreshes within hours. GA4 data can take a day or more to finish processing. Search Console runs a couple of days behind. CRM exports are as fresh as their schedule. We set a data freshness setting per source and show last-updated dates on the page so nobody reads yesterday's gap as a bad day.
- Can Looker Studio show revenue from our CRM?
- Yes, once the CRM data has a place to live that Looker Studio can read. Some CRMs have partner connectors; more often we schedule an export of deals with source, campaign, stage and amount into BigQuery or Google Sheets, clean the naming, and join it to ad spend by source and date.
- Why is our Looker Studio report so slow?
- Most slow reports query live connectors for every chart and blend large tables on the fly, which also triggers GA4 API quota errors when several people open it at once. We move heavy lifting into prepared BigQuery tables or extracted data sources, cut charts that answer no decision, and cache where freshness allows.
- What should be on a marketing dashboard?
- The first page should show spend, leads, booked appointments or sales, and revenue, by source, compared with the prior period. Cost per lead and cost per booked job follow from those. Everything else, from click-through rate to keyword detail, belongs on drill-down pages for whoever manages that channel, not in front of the owner.
Let’s get Looker Studio working for you.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.