Visualisation: Custom Looker Studio Dashboard for “National Service Provider”
The Challenge: Combining marketing spend, GA4 data, and CRM leads into one report. Our Solution: We built a dynamic, automated Looker Studio dashboard, connecting various data sources (GA4, Google Ads, BigQuery) to provide Australian stakeholders with a real-time, unified view of marketing performance and conversion paths.
Data Engineering: SQL Data Transformation in BigQuery for Reporting
The Challenge: GA4’s native reporting limits complex segment analysis. Our Solution: We leveraged the GA4-BigQuery export, writing custom SQL queries to join and transform session and event data, enabling highly dimensional analysis and bespoke reporting not possible within the GA4 interface.
Attribution Clarity: Cross-Channel Marketing Attribution Reporting
The Challenge: Misallocating budget due to last-click attribution bias. Our Solution: We consolidated data from all Australian marketing channels (PPC, SEO, Social, Email) and modeled data using custom attribution logic in Looker Studio, providing a clear view of true channel ROI and full customer journey value.
Future Focus: Building Predictive Audience Models for High-Value Users
The Challenge: Proactively identifying users likely to convert. Our Solution: We leveraged GA4’s predictive capabilities, defining custom ‘Likely to Purchase’ and ‘Likely to Churn’ audiences based on Australian user behaviour, which were then activated directly in Google Ads for targeted campaigns.
Clarity: Custom KPI Visualisation and Executive Summary Reports
The Challenge: Executives were overwhelmed by complex data tables. Our Solution: We designed bespoke executive summary dashboards, distilling hundreds of metrics into 5-7 core KPIs, visualised with clear trend lines and target comparisons for rapid, confident decision-making across the Australian corporate team.
