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Unlock 5X More E-Commerce Insights with the Most Detailed Looker Studio Dashboard.
50 Pages of Actionable Metrics, Advanced Reports & Insights, Forecasting Tools Built for Google Ads Campaign Growth
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An complete list of insights you get in the Master Dashboard
Daily Performance Snapshot
This report provides a simple yet powerful overview of your Google Ads performance, including total revenue, costs, and ROI (Marketing Efficiency Ratio). Designed to be checked daily, it helps you quickly understand how your campaigns are performing at a glance. Use it to stay informed, track trends, and make adjustments as needed without diving into complex details. It’s your go-to for a quick performance check!
Bridging GA4 and Google Ads Data
This report highlights the disparity between revenue data from GA4 and Google Ads, helping you identify trends and assess campaign impact during performance spikes or dips.
By analyzing eCommerce revenue alongside Google Ads spend, you can pinpoint how campaigns influence your overall sales. Use this report to monitor discrepancies, validate campaign effectiveness, and adjust strategies to align with your business goals. Perfect for deeper revenue analysis and refining your marketing ROI.
Attribution Disparity – Google Ads vs. GA4 Revenue Comparison
This report uncovers the difference between Google Ads-reported revenue and GA4 revenue filtered for "google / cpc." On average, GA4 shows around 1/3 of the revenue reported by Google Ads. Use this insight to audit eCommerce accounts, identify discrepancies, and assess how much of your attributed revenue might rely on paid campaigns versus organic or direct channels.
Knowing this ratio is critical for optimizing ad spend and understanding true campaign impact, especially when scaling or fine-tuning marketing efforts.
Google Ads Overview – Key Metrics at a Glance
This report offers a clear daily snapshot of your Google Ads performance, showing key metrics like spend, revenue, ROAS, and net contribution margin. With comparisons for year-over-year and month-over-month trends, it’s designed to provide quick insights into how your campaigns are driving results.
You can analyze performance by day and weekday to identify trends and make data-driven adjustments. Ideal for monitoring daily performance and ensuring your campaigns align with profitability goals.
Campaign, Country, and Audience Insights
Explore the performance of different campaign types over the year and identify which ones drive the highest profitability. Quickly spot top-performing countries and uncover high-potential markets with low investment and high ROAS using clear, intuitive visualizations.
Dive into audience-level data to see how Google’s third-party audiences (e.g., Affinity, In-Market) and your own (e.g., remarketing, look-a-likes) impact campaign results. Break down this data further by campaigns to optimize targeting and scale effectively. Perfect for understanding the nuances of your strategy at every level.
Google Ads Overview – Key Metrics at a Glance
This report offers a clear daily snapshot of your Google Ads performance, showing key metrics like spend, revenue, ROAS, and net contribution margin. With comparisons for year-over-year and month-over-month trends, it’s designed to provide quick insights into how your campaigns are driving results.
You can analyze performance by day and weekday to identify trends and make data-driven adjustments. Ideal for monitoring daily performance and ensuring your campaigns align with profitability goals.
Keyword, DSA, Quality score, Ad Strength Analyzer & more...
This report is your go-to tool for analyzing and optimizing your Search Ads campaigns. Start with an overview of Period-over-Period performance for key metrics like cost, revenue, CTR, and conversion rates. Dig deeper to troubleshoot underperforming campaigns, monitor keyword match type performance, and analyze trends in Cost/Conversion.
Uncover your most expensive and profitable keywords, evaluate search query performance, and get insights into Dynamic Search Ads (DSA) effectiveness. Use tools like the Quality Score Analyzer and Ad Strength Analysis to assess if optimizations improve profitability. Simplify your campaign structure by identifying keyword overlaps, grouping broad match keywords, and spotting branded keyword trends.
Perfect for troubleshooting, simplifying, and scaling your Search Ads with actionable data.
Optimize Your Product & Category Level Performance
This report is tailored for your Shopping and Performance Max campaigns, providing powerful insights into product-level performance. Start with a quick overview of key metrics like Revenue, Cost, and ROAS, and dive deeper into trends Period-over-Period or Year-over-Year. Use detailed filters to analyze Product Categories, Types, Brands, or Labels, and identify outliers that could impact campaign performance.
Explore breakdowns by Product Category Levels (from Level 1 to Level 5) and Product Labels to optimize advanced Shopping structures. Uncover insights on top-performing or high-cost products, analyze trends for discounted items, and assess the profitability of individual brands with scatter graphs and visualized time trends.
Perfect for refining your Shopping campaigns, this report helps you maximize profitability and scale your product strategy effectively.
Stay in Control of Your Campaign Spend
Track your daily budget pacing trends to ensure your campaigns stay on track, especially during big sales or promotions. This report allows you to monitor Cost and Revenue trends per campaign, quickly identifying potential issues.
Dive deeper into your monthly budget usage with visuals that compare your account’s average daily budget to actual spend. For granular insights, filter by Campaign Type or even specific campaigns, and analyze performance against your Target ROAS goals.
Take it a step further with a built-in GPT guide to calculate your optimal budget, helping you maximize profit or hit revenue targets. Ideal for staying in control of your ad spend and ensuring your campaigns are as efficient as possible.
Unlock Lost Potential and Maximize Campaign Growth
Scaling campaigns often faces challenges due to the law of diminishing returns, but this dashboard helps you navigate those limits. Start with Simple Regressions to understand how performance changes with increased budgets and pinpoint the breakeven point for your campaigns. Filter out extremes for accurate predictions and uncover insights about audience targeting, traffic quality, and auction dynamics as you scale.
Dive into Lost Impression Share Metrics to quantify the revenue, orders, and investment opportunities missed due to budget or bid constraints. The report calculates potential spend, earnings, and Incremental Net Contribution Margin, offering precise estimates based on historical CPM and conversion rates.
Visualize lost profit potential during key periods like Black Friday and analyze granular metrics such as Investment Headroom, Lost Revenue, and Lost Conversions. Drill down to individual campaigns to assess how they’re held back by bid and budget limitations.
Perfect for optimizing your scaling strategy while minimizing inefficiencies, this report ensures you get the most out of your campaigns.
Track Your Revenue and Channel Performance
This report provides a complete overview of your eCommerce store’s performance, including purchase volume, revenue, and traffic (sessions).
Analyze trends in total purchases and gross purchase revenue over time while breaking down performance by marketing channels.
- Easily identify which channels are driving the most sessions, revenue, and purchases
- Compare organic, direct, and paid sources to spot opportunities for growth or optimization
With clear visuals and comprehensive data, this report is ideal for understanding the overall health of your eCommerce business and fine-tuning your channel strategy. Perfect for daily or weekly monitoring of your store’s key metrics.
Understand Category, Brand, and Delivery Insights
This report offers a deep dive into your GA4 product data, breaking it down by item categories, brands, and delivery costs. Analyze traffic, revenue, and refunds across five category levels and uncover trends over time to optimize your product performance.
Discover your top-performing brands and evaluate their revenue contribution. Use insights to identify over-reliance on specific brands, explore underutilized high-margin products, and adjust your marketing strategy to diversify visibility.
Additionally, if delivery data is imported into GA4, track delivery costs, evaluate “Delivery per purchase” trends, and identify the most cost-efficient shipping providers. Perfect for fine-tuning category-level performance, maximizing brand profitability, and reducing logistics inefficiencies.
Understand User Engagement with Products
This report provides in-depth insights into how users interact with Item Lists on your website or app.
Analyze key metrics like views, clicks, and revenue across various lists, such as category pages, search results, and promotional banners. Understand product performance within these lists to enhance marketing, merchandising, and cross-sell strategies.
Explore granular data at the category or item name level, segmented by device or other dimensions. Gain valuable trends over time, including aggregated statistics for gross revenue, views, and clicks.
Additionally, track Promotions on your site by attributing views, clicks, and revenue metrics to specific incentives, enabling better evaluation of your promotional efforts and driving smarter decisions. Perfect for optimizing upsells, cross-sells, and promotional
New vs. Returning Customers – Analyze Customer Behavior Trends
This report separates traffic and revenue between new and returning customers, giving you actionable insights into your audience behavior. Use it to assess whether your ad campaigns are attracting new customers or retargeting existing ones. Track the effectiveness of email campaigns and identify trends during big sales.
Dive deeper into metrics like Total Users, First-Time Purchasers, and Gross Purchase Revenue to spot differences between new and returning customer behavior.
Explore insights such as "Which countries have fewer returning customers?", "What products or brands are preferred by each customer segment?", "Which traffic sources or audiences perform better in terms of revenue?"
Segment traffic and revenue by countries, devices, or traffic sources to uncover opportunities for growth and retention. Perfect for optimizing both acquisition and retention strategies.
Optimize Performance Across Locations and Devices
This report provides a comprehensive breakdown of your performance by geography and device. Easily review your best-performing countries or dive deeper into town and city-level insights to uncover localized trends in traffic and revenue. Spot patterns in country-level performance or filter by specific countries to analyze their impact in detail.
The device section offers insights into performance by device category, brand, and even model type. Use simple visualizations and trends to understand which devices drive the most traffic and revenue, enabling targeted optimization strategies.
All elements are cross-filtered, making it easy to refine your analysis and focus on the metrics that matter most. Perfect for fine-tuning your campaigns based on location and device performance.
GA4 Customer Journey – Optimize Your Purchase Funnel
The Customer Journey report tracks how users move through key steps of your purchase funnel, from visiting your website to completing a purchase. Spot changes in behavior over time and uncover actionable insights to optimize performance.
Key features include:
- Drop-Off Analysis: Identify low cart or checkout conversion rates and address issues like pricing, checkout friction, or site UX.
- Channel Performance Insights: Highlight channels with high traffic but low conversions and adjust strategies, targeting, or ad creatives accordingly.
- Seasonal Trends: Use conversion rate trends to evaluate the impact of marketing campaigns and website optimizations over time.
Cross-filtered functionality lets you focus on specific channels with ease. Perfect for improving your funnel efficiency and driving more
Promotions & Incentives
This report offers a complete overview of your promotional campaigns and affiliate performance, enabling data-driven decisions for maximizing profitability.
Key Features:
- Affiliate Revenue Contribution: Identify top-performing affiliates and their revenue impact.
- Trends Analysis: Visualize seasonal patterns or the effects of specific promotions to optimize timing and strategy.
- Brand and Category Insights: Break down gross revenue and discounts by item brand or category to uncover what drives success.
- Discount Impact Analysis: Correlate discounts with revenue to determine which promotions enhance sales and which may erode margins.
- Total Discount Tracking: Evaluate the cost of promotions and their profitability impact.
Real examples of how we helped our clients
Saved $2,700,000 in 6-months
Black Friday Frenzy
This report is used across Agencies, Freelancers and (ex-) Googlers
This Looker Studio is a game-changer for anyone working with Google Ads...
The instant profitability & margin calculations are amazing - helping me understand, what campaigns truly bring home profit.
Anyone from a Google Ads Specialist or Performance Marketing Manager to a CMO's can find value here.
Thank you Denis, I highly recommend this!
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Senior Performance Marketing Manager at ABOUT YOU (Scayle)
Super helpful for eCommerce advertisers...
This dashboard makes it so much easier to break down search campaigns and keywords based on their profitability, especially with the “Contribution Margin” metric.
Knowing which keywords are breaking even and pinpointing the right CPC to stay profitable gives me the confidence to manage bids effectively.
On top of that, it provides plenty of insights that help me audit new client accounts fast.
Reformance.eu - A Google Ads Agency & ex-Google
Scaling Report helps me show untapped potential
The Scaling Dashboard is my go-to tool for unlocking growth opportunities.
As part of my role at Google, I focus on scaling our fastest-growing clients across EMEA, and this report provides the clarity and insights needed to make smarter decisions.
It’s a valuable asset for advertisers looking to scale efficiently and profitably.
Account Executive @ Google EMEA HQs
Simple pricing, no hidden fees
Monthly Subscription
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Analyze any account on your email
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Need customized reporting?
Explain your needs and we will prepare a customized Looker Studio report tailored to you
Hey, this is Denis
I've been building Looker Studio reports for Googlers, Agencies and Paid ads freelancers since 2020.
I saw e-commerce businesses struggling with superficial insights, and I knew there had to be a better way to drive growth.
That’s why I built this dashboard—to help businesses unlock deeper, actionable insights and scale faster.
Frequently Asked Questions
Yes! You can use this report for all of your clients where you have access under an certain e-mail.
If you are an agency, this dashboard is scalable across all your e-commerce clients.
For the subscription option, you'll get access to the email you bought the subscription from.
For the Life-Time access, you'll get access to the full looker studio report.
There are No additional set-up costs
The dashboard leverages Google’s native connectors (no additional subscription costs), which makes it both powerful and cost-effective.
The depth.
Most Looker Studio templates give you a few generic metrics.
This is a 48-page Report that's going to potentially transform the way you audit, manage, and scale Google Ads accounts for eCommerce...
If you'd like to add your Logos and change any settings, you can buy the Life-time Copy Access. You'll get a Walkthrough how to recreate this report and customize it to your needs.
You'll also get a personalized audit that can be requested via the Audit Form (Link attached in the purchase email).
Please note that the dashboard leverages Google’s native connectors (no additional subscription costs), which makes it both powerful and cost-effective.
However, because this dashboard is more advanced and incorporates several complex calculated fields and blends, some configurations may need adjustments when copying.
To make this process seamless, the report includes a comprehensive breakdown of all calculated fields as well as a video guide on how to copy this report including all of these calculated metrics - allowing you to easily recreate them for your data source in case of any problems.
No.
The report simply visualizes data that already exists in Google Ads and Google Analytics 4, ensuring everything is displayed instantly.
This report is focused mostly on e-Commerce accounts but there are many reports that are helpful even for lead-generation clients - Like Budget Scaling, Regression Report, Search Ads Analyzer, ... to na me a few
These reports will work as long as you have your GA4 and GAds account set up correctly. Any missing data in the report probably means that you don't have those attributes set up in Google Ads or GA4.
This dashboards only pulls data from your existing setup.
Absolutely not. All you need is follow the steps in the Demo attached in the Report.
All you need to do is select your Google Ads, Google Analytics 4 account and your conversion action that you want to analyze.
Optionally you can add your profit margins in order to get Gross Profit predictions in your Google Ads report.
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