GA4 Custom Reports and LookerStudio Dashboards

Developing GA4 Reports and LookerStudio Dashboards for AIR Communities

At AIR Communities, I created custom GA4 reports and LookerStudio dashboards for a "focus property" to track user engagement and optimize marketing efforts. These reports provided insights into how users interacted with the website after clicking on an ad, enabling targeted adjustments to over 5 Google Ad campaigns. LookerStudio dashboards were designed to present these insights in a visually appealing and accessible format, allowing upper leadership to easily communicate marketing performance and collaborate across departments.

I led the creation of custom reports in GA4 to track post-click user behavior and engagement on the website. Additionally, I designed and built LookerStudio dashboards that visually summarized key metrics, enabling leadership teams to quickly assess campaign performance and share insights with various departments to a campaign specific level.

Key Challenges and Solutions

Challenge
Understanding user behavior after they clicked on an ad and engaged with the site.

Solution
Developed custom GA4 reports that tracked specific user journeys to identify areas of improvement for ad campaigns.

Challenge
Communicating complex data to upper leadership in an easily digestible format.

Solution
Created intuitive LookerStudio dashboards that highlighted critical metrics, allowing for clear communication during “focus calls.”

Challenge
Ensuring marketing teams had access to actionable insights across departments.

Solution
Built user-friendly dashboards that could be easily accessed and shared by different teams, streamlining cross-departmental collaboration.

Results and Metrics

Increased ad campaign optimization efficiency by 16%

through better tracking of user behavior post-click.

Enhanced cross-department collaboration

by providing a unified view of marketing efforts that could be easily accessed and shared by all teams.

Reduced reporting time by 50%,

allowing leadership to quickly make data-driven decisions during focus calls.

Technologies and Tools

  • Google Analytics 4 (GA4) for creating custom reports and tracking user behavior.

  • LookerStudio for designing visually engaging dashboards.

  • Google Ads for managing ad campaigns and tracking ad performance.

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