Case File 05 · Services
Custom Marketing Dashboards
Custom integrations, custom views, and one centralized reporting surface that automates the work of marketing analytics. Built in five business days.
TL;DR
Custom marketing dashboards centralize spend, leads, and revenue from every channel into one bespoke reporting surface. We build the integrations, the data layer, and the views around the decisions your team actually makes, not the metrics Looker Studio ships with.
The Value
Why Custom Marketing Dashboards Matter
Custom views, not Looker templates
Stock dashboard tools render the metrics they ship with. We build views around the decisions your team needs to make. Cost per closed-won by channel. Lead quality by source. Channel mix shifts that need attention this week. The views your team would build if your team had the time.
One source of truth for every channel
Spend from Google Ads, Meta, and LinkedIn. Leads from HubSpot or Salesforce. Calls from CallRail. Revenue from your store or CRM. Every source pulled into one unified data layer and rendered as a single dashboard the whole team agrees on.
Reporting that runs itself
Daily refresh. Anomaly alerts when a channel moves off-trend. Automated period-over-period comparisons. Your team stops stitching CSVs on Monday mornings and starts acting on current data, with the bandwidth back for the work that actually moves the business.
Suspects of Interest
Who Needs Custom Marketing Dashboards
Marketing teams running 3+ ad platforms
Google, Meta, LinkedIn, TikTok. Each platform reports its own numbers, and the numbers do not agree.
Monday-morning CSV stitching as a routine
An analyst spends half a day every week downloading exports, joining them in a spreadsheet, and emailing a snapshot that is stale by the time it ships.
Revenue in the CRM, spend in the ad platforms
Cost per lead is visible. Cost per closed-won is not. The team is bidding on assumptions about which channels produce real revenue.
Scope of Work
What's Included
- Custom data warehouse on BigQuery, connected to GA4, ad platforms, CRM, and call tracking
- Channel-level normalization so spend, leads, and revenue are comparable across sources
- Bespoke Looker Studio build with executive summary, channel detail, and campaign drill-down views
- Closed-won reconciliation so cost per closed-won is visible by channel and campaign
- Daily refresh schedule with anomaly alerts when a channel moves off-trend
- Documentation handed to your team for extending the dashboard later
Fixed price · Five business days · Pay when complete
The Process
5-Day Process
Day 1
Audit
Map every reporting surface in use. Identify which numbers conflict, where the manual stitching happens, and which decisions lack the data to support them.
Day 2
Warehouse
BigQuery provisioned. Every channel connected via native export, Supermetrics, or Fivetran. Raw data lands by end of day.
Day 3
Unification
Transformation layer maps each platform schema to one taxonomy. Spend, leads, conversions, and revenue normalized so cross-channel comparison is apples to apples.
Day 4
Dashboard
Custom Looker Studio build. Executive summary, channel detail, drill-down views. Refresh schedule set. Anomaly alerts wired to your channel thresholds.
Day 5
Handoff
Walkthrough with stakeholders. Documentation delivered. Source code and warehouse access transferred to your team.
Evidence Locker
Tech Stack
- Looker Studio
- BigQuery
- GA4 Export
- Google Ads
- Meta Ads
- LinkedIn Ads
- HubSpot
- Salesforce
- Supermetrics
- Fivetran
From the Files
Result Snapshot
“Pulled five disconnected analytics surfaces into one centralized dashboard. Analysis went from manual stitch-work to automated.”
Interrogation
Frequently Asked Questions
What is a custom marketing dashboard?
A custom marketing dashboard is a bespoke reporting surface that pulls spend, leads, and revenue from every channel you operate into one unified view. Unlike templated dashboard tools that render only the metrics they ship with, a custom dashboard is built around the decisions your team actually makes. The standard architecture has three layers: a data warehouse (BigQuery) that ingests raw data from every platform, a transformation layer that normalizes the schemas, and Looker Studio on top for the visual layer.
How is this different from a standard Looker Studio dashboard?
Stock Looker Studio templates pull from one platform at a time and render whatever metrics that platform exposes. A custom marketing dashboard extends Looker Studio with a real data warehouse underneath, custom integrations for sources Looker cannot connect to natively, and views designed around the decisions your team needs to make. The result is closer to a bespoke reporting platform than a templated dashboard.
How often does the dashboard refresh?
Daily by default. Most ad platforms expose data on a 24-hour delay regardless of how you query it, so anything faster than daily is largely cosmetic. For accounts that need same-day reporting during active campaign launches, we configure intraday refresh on the channels that support it (typically GA4 and Google Ads) while keeping the rest on the daily schedule.
Can you build the dashboard in Tableau or Power BI?
Yes. Looker Studio is the default because it is free, integrates natively with BigQuery, and is the easiest for client teams to maintain. If your organization is standardized on Tableau or Power BI, we build there instead. The underlying warehouse and data model stays the same. Only the presentation layer changes.
Do I own the dashboard and data after the engagement ends?
Yes. The BigQuery warehouse lives in your Google Cloud project from day one. Looker Studio reports are in your Google account. We do not host anything. Your team receives full source access, the transformation SQL, and documentation. If you ever switch agencies or bring reporting in-house, nothing is locked behind our access.
Ready to open your own case?
15 minutes is enough to see whether a unified dashboard would buy your team back an hour a day.