Connect Search Console data:<\/p>\nFind your site under Sites<\/em>, and click URL impression<\/em> > Web<\/em> to connect that data.<\/p>\nTo get a picture of traffic over time, click Add a chart<\/em> > Time series<\/em>.<\/p>\nUnder Chart<\/em> > Setup<\/em>, go to Dimensions<\/em> and select Date (Year\/Month)<\/em>. Go to Metrics<\/em> and select URL clicks<\/em>.<\/p>\nUnder Default data range<\/em>, <\/em>select Custom<\/em> and hit this down arrow:<\/p>\nWhen a side-by-side monthly calendar pops up, hit this arrow and scroll to the bottom of the list to select Advanced<\/em>.<\/p>\nAdjust your ranges by preference. For instance, to compare the last two months:<\/p>\n
\nSelect today<\/em>, then minus<\/em>, and 2 months<\/em> for a start date.<\/li>\nSelect today<\/em>, then minus<\/em>, then 1 Month<\/em> for an end date. <\/li>\n<\/ul>\n(Keep in mind that Looker Studio allows you to set custom date ranges – both start and end – so play around and find out your favorite look-back windows.)<\/p>\n
Next, add a table underneath your graph to layer more nuance into your reporting.<\/p>\nGo to Chart<\/em> > Setup<\/em>, and drag both Query<\/em> and Landing Page<\/em> from the Data<\/em> column into Dimensions<\/em>.<\/p>\nUnder Chart<\/em> > Setup<\/em> > Metrics<\/em>, go back to Data<\/em> and drag URL Clicks<\/em>, Average<\/em> Position<\/em>, Impressions<\/em>, and CTR<\/em>:<\/p>\nFrom there, you can adjust things like rows per page (under Chart<\/em> > Setup<\/em>) or footer pagination (under Chart<\/em> > Style<\/em>), etc.<\/p>\nYou can manually drag the chart to expand and contract it horizontally and vertically – everything is flexible.<\/p>\n
Now we can make things really interesting: let’s look at brand vs. non-brand metrics.<\/p>\n
Go to Setup<\/em> > Filter<\/em> and Add a filter<\/em>.<\/p>\nName your filter “NB filter” and select Exclude<\/em>, Contains<\/em>, and whatever works with your brand name (in our case, “jordan” of Jordan Digital Marketing). Make sure to save.<\/p>\nFrom here, you can apply the non-brand filter to any metric you like – traffic, clicks, events – to see performance over time.<\/p>\n
To see all traffic, simply click out of the non-brand filter. (Note that adding a brand filter is a great idea as well to see the effects of your branding efforts.) <\/p>\n
You can create dashboards for brand, non-brand, blended, side-by-side comparisons, etc. <\/p>\n
Now let’s add an important control – date range.<\/p>\nClick on your table, and go to Setup<\/em> > Comparison date range<\/em>:<\/p>\nAdd whatever date ranges you like, and the data will include a delta showing performance over time.<\/p>\n
If there’s data you’d like to highlight for a certain date range, you can pin those to the top of your report by clicking on Add a Chart <\/em>> Scorecard<\/em>:<\/p>\nClick whatever box you like, and drag it to the top of your chart.<\/p>\n
Note<\/strong>: Whenever you open your report, your scorecard number will auto-fill for the date range you’ve selected as a control (although you can adjust that whenever you like).<\/p>\nIf you select custom date ranges, those are only good for the working session, while controls are the default view for everyone upon login.<\/p>\n
Pin scorecards for different metrics and select year-over-year comparison ranges, month-over-month, etc. Add non-brand filters to analyze non-brand trends if you prefer. The interface is beautifully flexible.<\/p>\n
I’d like to include another step: adding signups (or whatever you’re naming your key events) to your reporting.<\/p>\n
To do this, add Google Analytics as a data source by going to Add data<\/em> > Google Analytics<\/em> (assuming you capture signup data in GA):<\/p>\nNote<\/strong>: Since everyone needs to name their own events in GA (in our case, we’re using “generate_lead”), you’ll need to cross-reference GA data to ensure you include the right metric on your report. This is a custom name, not an out-of-the-box metric like clicks or impressions.<\/p>\nFind your custom metric in GA4 and write down what you named it.<\/p>\n
Go back to your report, and click Data<\/em> > Event count<\/em> to pop a metric into your report:<\/p>\nNow you need to tell Looker what actual event you’re tracking. <\/p>\n
Add a filter by clicking Chart<\/em> > Setup<\/em> > Add<\/em> a filter<\/em> > Create<\/em> a filter<\/em> (blue box at the bottom of the column). This specifies the custom event you just looked up on GA and will auto-populate GA as the data source for your new filter.<\/p>\nChoose Include<\/em> > Event name<\/em> > Equal to (=)<\/em>, and type in your custom event name.<\/p>\nGo back to your report, and you should see a field with the exact number of events reflected for the same date range in GA4. (If not, double-check your event name.) <\/p>\n
Add another date range control with comparison ranges if you’d like to compare event performance over time.<\/p>\n
Now let’s check out the source of all of these events. Click on Add a chart<\/em> > Pie<\/em>:<\/p>\nUnder Setup<\/em>, select Event count<\/em> for metric and Session default channel grouping<\/em>: <\/p>\nThis should give you a pie chart showing a source breakdown for all events:<\/p>\nApply the custom event filter you created a couple of steps above, and your pie chart should show the custom events driven by each channel.<\/p>\n
From there, you can create a regular chart and add dimensions like page path to see journeys to conversion. For instance, this will show how many people visiting your blog eventually convert for a given time range.<\/p>\n
By now, you should have the idea: you can slice and dice, compare date ranges, add layers of nuance, segment by brand and non-brand, etc. And each person on the account can do the same thing – and interact with the reporting as they wish.<\/p>\n
What I haven’t<\/strong> <\/em>shown is something I’m happy to leave up to you and your brand: how to gussy up the visuals of the report using colors, labels, etc. I like our report’s looks, but I won’t presume you’re here for my design skills.<\/p>\nMy final advice: get in, get familiar, play around, and workshop your output with other stakeholders to see what other insights you can come up with. Happy reporting!<\/p>\n
Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\nFor as long as I’ve been in SEO, I’ve envied my paid media colleagues’ agility and performance tracking. SEOs typically have had to exercise patience and a lot of manual building to get actionable performance data. Inspired by a Looker Studio dashboard built by our paid media team, I rolled up my sleeves and constructed […]<\/p>\n","protected":false},"author":2,"featured_media":2043,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[18],"class_list":{"0":"post-2043","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-seo","8":"tag-seo"},"yoast_head":"\n
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