Google Looker Studio (formerly Data Studio) is the most underutilised free tool in digital marketing. It connects to 800+ data sources, updates in real time, and produces dashboards indistinguishable from those built on £500/month BI platforms.
Key Data Sources to Connect
Looker Studio native connectors
| Data Source | What You Get | Setup Time |
|---|---|---|
| Google Analytics 4 | Website traffic, conversions, user behaviour | 5 minutes |
| Google Search Console | Organic keywords, positions, CTR | 5 minutes |
| Google Ads | Campaign performance, spend, ROAS | 5 minutes |
| Google Sheets | Any custom data you track manually | 10 minutes |
Dashboard Structure
- Page 1: Executive overview — 5 metrics a CEO looks at weekly
- Page 2: Traffic and acquisition — where visitors come from and at what cost
- Page 3: Conversion funnel — from visit to lead to customer
- Page 4: Channel deep-dives — one page per major marketing channel
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Pro Tip
Build blended data sources to combine metrics from different platforms. Combine Google Ads cost data with CRM revenue data to calculate true ROAS in one chart. This is where Looker Studio becomes genuinely powerful.
Looker StudioBusiness IntelligenceData VisualisationDashboards
Tanvir Tuhin
AI consultant, digital marketer, and study abroad mentor based in Aberdeen, UK. Founder of JJAT Education.
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