Looker Studio in e-marketing - presentation of data from Google Analytics

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Using Looker (formerly Data Studio) we can download, process, combine and then present data from various Internet sources (such as Google Analytics, Search Console, Ads, Chrome UX Report and many other third-party tools) as well as data provided by ourselves (e.g. in the form of a spreadsheet or CSV file).

Looker reports are available via browser. You can also embed them in your own website or download them as PDFs.

Below I will focus on the use of Looker in the e-marketing industry . I will show you how to start using Looker and how you can use its potential. However, you do not have to limit yourself to this field - Looker will work everywhere you work with data .

Data sources from Google that you can use in Looker Studio
Looker Studio can be integrated with many Google services. I deliberately avoid the word import here , because it is associated with a one-time data load - Looker, on the other hand, allows you to establish a permanent connection with a data set. The program refreshes data on demand or at an appropriate frequency (e.g. every 30 minutes). In this way, you only need to connect Looker to another service once, but always enjoy the latest data.

Data sources - Looker
Adding a data source . Looker offers 24 official and supported plugins and 847 third-party plugins (as of November 2023)

Below I have prepared information about what popular Google services and third-party services used in e-marketing/SEO allow data to be sent to Looker.

Table 1. Google services enabling monitoring of website performance that send (at no additional cost) data to Looker.

Data range


To start with, I highly recommend integration via Google Sheets , and in the case of more advanced projects - using MySQL, with your own database.

create your own report from scratch ( Create -> Report [this is most likely a mistranslation of the English word “Report”, which means “to report”, but also “report”])
or use one of the ready-made templates.
Reports - Looker Studio
Creating a new report

Let's start by choosing one of the ready-made templates. I chose the report for Search Console (third from the left in the above photo). After opening it, we will see a sample report for sample data. At this stage, we can connect our own data:

Replacing data for the report - note that Search Console provides two types of data - for the entire site (SITE) and for individual addresses (URL):

Select the data you want to replace:
Data in Looker Studio
Select new metrics (in this case we select site views, since we also substitute them for the metrics for the entire site):
Report Data - Looker Studio
Then we repeat the action for the second data source, i.e. we replace the source greece telemarketing data with data for individual URLs with the “display URL” data in our source:
URL - Looker Studio
We have selected data related to classic search results, but instead of “web”, you can select other data, such as Google News, Discover, photos, etc.
This gives us our first report - let's save it so we can make much more advanced changes to it in the future:

Adding a report - Looker Studio
Click “Edit and share” and then “Add to report”.

Editing a Looker report from scratch. We enable cross-filtering
Anatomy of a Looker Report
The Looker Studio report page consists of basic elements, which include:

Charts (all data presentation elements are thrown into this “bag”, including single numeric fields or tables),
Control elements - date selection boxes, switches, etc. - they work automatically - i.e. switching them automatically changes the appearance of the remaining data,
Additional graphic elements , such as text, graphics, lines - these are static elements that only affect the appearance of the page.
Report - Looker Studio
Elements that make up a sample Looker report

Each report can have multiple pages - we can manage them in the Page top menu .

Chart type field configuration
The basic properties of data display fields (charts) are:

Field Type
Dimensions
Data
Filters
Graphic style
We can freely change the field type - this group includes line charts, pie charts, tables and maps.

A dimension can be, for example, a date or a device type - these are usually independent variables in the context of which we want to evaluate data . Filters allow us to limit the number of data to only those that meet the appropriate criteria.

Charts - Looker Studio
Chart properties in Looker Studio.

We turn on cross filtering
Charts have many additional settings - it's hard to mention them all - but I would like to say a few words about cross filtering . This option can be found in the chart properties :

Chart Properties - Looker Studio
Let’s try enabling this option by clicking on each available chart in the report one by one, then toggling the “cross filtering” switch. Then, in the upper right corner, click the View button . What happens?

Well, at this point we can filter all the fields in the report by selecting a dimension on any of the charts. Sounds complicated?