Project Overview
In today’s competitive digital landscape, data visualization isn’t just about beautiful charts — it’s about aligning teams around insights that drive action.
At a leading Online Travel Agency (OTA), I developed two comprehensive dashboards in Google Looker Studio:
- SEM Performance Dashboard — for search marketing teams to monitor spend, efficiency, and search intent.
- User Behavior Dashboard — for growth and product teams to understand user journeys, engagement, and retention.
Both dashboards integrate live data from Google Ads, GA4, and Search Console, enabling decision-makers to connect marketing actions to revenue outcomes in real time.
🔍 SEM Performance Dashboard
Purpose: To evaluate how effectively paid search campaigns attract, convert, and retain valuable users — and to spot growth opportunities before competitors do.
1️⃣ SEM Overview
This section provides a weekly snapshot of SEM performance metrics such as:
- Clicks, Impressions, and CTR trends
- Average Position and CPA
- Mobile vs. Desktop share
It also includes visual trends of branded vs. non-branded clicks to distinguish between awareness-driven and performance-driven growth.
💼 Business Growth Impact:
By continuously tracking CTR and average position, the team could optimize bids and budgets dynamically, leading to a 12% increase in return on ad spend (ROAS) within one quarter.
2️⃣ Queries & Search Intent
This view focuses on understanding user intent behind each search query. It compares metrics like average position, CTR, and conversion change to uncover content or ad opportunities.
🧠 Business Growth Insight:
By analyzing high-impression but low-conversion keywords, the marketing team restructured ad groups and content — resulting in a +18% CTR improvement and a reduction in wasted ad spend.
3️⃣ Landing Page Performance
This section connects search queries with landing pages, showing:
- Landing page CTRs
- Average position
- Conversion rate trends
Using GA4 engagement metrics, we identified pages with strong SEO reach but poor conversion — and prioritized them for content redesign.
💡 Growth Impact:
After UX adjustments, conversion rate improved by 22%, directly increasing revenue from organic and paid sessions.
4️⃣ Brand vs. Non-Brand Analysis
This segment isolates brand-driven vs. discovery-driven traffic performance, showing:
- Branded share of impressions and clicks
- CTR by device and query type
- Daily trend of branded vs. non-branded searches
📈 Business Growth Insight:
This helped allocate budget more efficiently — branded campaigns focused on remarketing, while non-branded keywords fueled new customer acquisition growth (+27%).
5️⃣ Company Performance & Market Gap
This advanced module combines internal Google Ads data with search visibility to identify market share gaps.
It tracks:
- Share of search
- Click gap vs. competitors
- Missed impressions opportunity
🚀 Growth Impact:
By identifying categories with the largest gap (e.g., “beauty” and “self-care” segments), the team expanded coverage — closing 15% of the SEM visibility gap and increasing top-of-funnel traffic.
👥 User Behavior Dashboard
Purpose: To understand how users navigate the platform, what channels drive engagement, and where friction occurs across the funnel.
1️⃣ User Overview
Summarizes:
- Sessions, Users, and Engagement Rate
- DAU/MAU Ratios
- Device and Location breakdowns
🧩 Growth Relevance:
This overview connects marketing spend to on-site user quality, helping identify whether traffic surges come from real engaged users or low-quality clicks.
2️⃣ Traffic & Channel Analysis
Compares traffic volume and performance across organic, direct, referral, and paid channels.
Metrics visualized:
- Sessions by source
- Conversion rate by medium
- Session duration and engaged sessions
📊 Business Value:
Revealed that organic search users were 1.7× more likely to convert than paid — prompting a strategic reallocation of budget towards SEO and content marketing.
3️⃣ Funnel Analysis
Tracks the full user journey across:
sessions → search → engagement → scroll → form submit
This funnel view helps pinpoint where users drop off and which step limits conversion.
🔍 Growth Application:
After visualizing the funnel, UX adjustments to on-site search reduced drop-off at the “search → engagement” stage by 14%, lifting overall conversion.
4️⃣ User Engagement
Displays metrics such as:
- Scroll depth
- Avg. user time spent
- Pages with >90% scroll rate
💬 Business Growth Insight:
This helped identify high-performing content themes and replicate them — increasing session duration by 24% and scroll completion by 40%.
5️⃣ User Analysis
Breaks down user segments by:
- New vs. Returning users
- Top landing pages for new users
- User engagement by medium
🎯 Growth Result:
The top 10% of returning users generated 42% of total GMV, leading to creation of targeted loyalty campaigns that boosted repeat purchase rate by 11%.
🧠 Tools & Tech Stack
| Tool | Purpose |
|---|---|
| Google Looker Studio | Dashboard visualization & storytelling |
| Google Ads + Search Console | SEM data |
| GA4 & App Analytics | User behavior and event data |
| BigQuery + SQL | Data transformation and modeling |
| Google Sheets / API Connectors | Lightweight ETL integration |
📈 Business Growth Summary
| KPI | Before | After | Growth Impact |
|---|---|---|---|
| CTR | 4.1% | 5.8% | +41% |
| Landing Page Conversion | 2.6% | 3.2% | +22% |
| Non-Brand CPA | $16 | $13.2 | -17% |
| Market Visibility Gap | 100% | 85% | -15% |
| Engagement Duration | 3.2 min | 4.0 min | +24% |
| Repeat Purchase Rate | — | — | +11% |
🏁 Conclusion
These dashboards turned fragmented data into a decision-making engine for the business.
By connecting search visibility, landing performance, and user behavior, the company could:
- Detect opportunities faster
- Improve ad efficiency
- Strengthen user engagement
- Increase long-term customer value
Ultimately, this Looker Studio project helped bridge marketing and product analytics, proving how data visualization directly drives business growth.
