A Unified GA4 and Looker Studio Dashboard for a Caribbean Family Retailer

01// The broken state

C&I, a long-established family-focused retailer, needed a clearer view of its marketing attribution and overall site performance. Their analytics were scattered, and they wanted a single, visually coherent dashboard covering an overview, marketing attribution, and product performance, with a weekly breakdown for deeper analysis. They also needed to preserve historical Universal Analytics data through the transition to GA4.

02// What we changed

1. aBuilt a Looker Studio report covering monthly sales performance and user engagement analysis based on sessions, bounce rates, and user interaction
2. bStructured the report into three sections: Overview, Marketing Attribution, and Ecommerce
3. cOverview section: summarized user behavior metrics (Total Users, Engaged Sessions, Session Duration, Engagement Rate), comparative trends such as sessions versus engaged sessions, top landing pages, most visited pages, item-view-to-purchase journey metrics, and common search keywords, with filters by channel group and source/medium
4. dMarketing Attribution section: detailed custom and default channel groups, top pages, and conversions
5. eEcommerce section: tracked total purchasers, first-time purchasers, total revenue, purchase conversion rate, and purchase-to-view ratio, plus conversions by day of week and item performance by category with item-name and category filters
6. fAdded granular segmentation by channel group, day of week, user type (new vs. returning), and item category
7. gIncluded scorecards, pie charts, and date-range controls for clear visualization of user behavior and conversion metrics

03// The outcome

For C&I, a Caribbean family retailer, we built a three-section Looker Studio dashboard covering behavior, marketing attribution, and ecommerce. Historical Universal Analytics data was preserved through the GA4 transition, and segmented reporting now supports weekly performance review.