Marketing Dashboard
A 6-page weekly marketing dashboard built in Looker Studio for a multi-brand events company operating three distinct brands: Trade Show Labs (TSL), Equation Events (EE), and Virtual Reality Rental (VRR). The dashboard consolidates data from four live sources into a single Monday-morning review tool for marketing, sales, and leadership.
About the Project
The project started with a requirements audit. I mapped out what the team actually needed to know every Monday, not what data was available. Three categories emerged:
Health check — Are we growing or falling behind, at a glance?
Diagnosis — If something is off, which channel or stage is responsible?
Action — What specifically needs to happen this week?
From this, I defined 6 report pages, one per data domain (funnel, ads, conversion rates, traffic, SEO, email), and a "Weekly Signals" strip on Page 1 to surface the most critical cross-channel signals without needing to navigate.
Data Source Mapping
Before any design, I audited which metrics were available from each connector and whether they could be joined across brands.
The CRM data required a custom blended data source to normalize pipeline stages across three brands into a single schema (Lead → Call Scheduled → Proposal → Won).
Mockup & Layout Design
I designed low-fidelity HTML mockups for each page before building in Looker Studio.
Key layout decisions
Scorecard hierarchy: Large primary metric → sparkline trend → WoW delta. This order maps to how a reader scans: "what is the number, is it moving, and is the movement good or bad?"
Brand color system: TSL = purple (#7C3AED), EE = red (#DC2626), VRR = teal (#0D9488). Consistent across all 6 pages so brand context is always visible.
Conditional color logic: Green = improvement, Red = decline — but inverted for cost metrics (CAC, Cost/Conv) where lower is better.
Weekly Signals strip: A dedicated row of scorecards that pulls the top cross-channel signals to Page 1 — email health, web traffic, and SEO traffic — so the Monday scan takes under 60 seconds.
Build in Looker Studio
With mockups approved, I built each page in Looker Studio:
Page 1 (Funnel Overview): Top scorecards + brand breakdown grid + two-row Weekly Signals strip. Date range control defaults to Month-to-Date.
Page 2 (Google Ads Detail): Daily trend line chart + per-brand scorecard blocks + campaign table with ROAS, Impression Share, and Search Lost IS columns added.
Page 3 (Funnel Conversion Rates): Bar chart + three stage scorecards + brand breakdown table + 8-week trend.
Page 4 (GA4 Traffic): Scorecards + multi-brand line chart + donut chart for channel mix + top pages table.
Page 5 (SEO Health): Three-column brand layout with Domain Rating, Organic Traffic, and Referring Domains per brand + 90-day trend chart.
Page 6 (Email KPIs): Five scorecards + weekly open rate trend by brand + campaign breakdown table with open rate traffic-light color coding.
Visual Strategy
Scanability over depth. Every page is designed to answer "is anything wrong?" in under 30 seconds. Detail is one click away, not the default view.
Signal before noise. The Weekly Signals strip was the last piece added and became the most-used feature — it surfaces the 5 most actionable numbers from 4 different data sources on a single row.
Consistent visual language. Same card structure, same color system, same delta indicators across all 6 pages. Once you learn one page, you know all of them.
Data honesty. Cost metrics use inverted color logic (red for increases, green for decreases) because lower cost is better. Most dashboards get this wrong.
QA & Iteration
After the initial build, I ran a structured QA pass against the original requirements:
Verified MTD default date range applied across all pages
Confirmed sparklines rendering on all scorecards
Checked campaign table columns (ROAS, Impression Share, Search Lost IS) against live Google Ads data
Validated funnel stage names matched Pipedrive exactly (Lead → Call Scheduled → Proposal → Won)
Tested brand filter control propagation across charts
Reviewed Weekly Signals strip with live data to confirm all 5 second-row scorecards populated correctly
Handoff & Documentation
Delivered the dashboard with:
A Loom walkthrough video (5–7 min) scripted and recorded for Monday onboarding
A written script for the team to reference when showing the dashboard to new members
The dashboard is now the team's primary Monday morning review tool, replacing a manual spreadsheet process that previously took 30–45 minutes to prepare each week.
Tools
In this project, the tools used were LookerStudio, Google Ads, Google Analytics, Ahrefs and PipeDrive.
