schandnasss Posted October 6 Report Share Posted October 6 (edited) Looker Studio is a data visualization tool that transforms metrics and data from different sources into interactive and customizable dashboards. One of the sources you can connect to in Looker Studio is Google Analytics 4, which is useful for understanding your conversion funnel more clearly and visually. By combining these two tools and being able to visualize the conversion funnel in GA4 and Looker Studio, you'll not only improve your understanding of user behavior, but also the communication of results between teams. Google Analytics 4 feeds Looker Studio raw data, which it then converts list to data into clear, accessible, and visual information . In this article, we'll explain how you can connect the two tools to make the most of the data collected, as well as some tips for using Looker Studio to get the most out of the information provided. Discover the most important digital marketing metrics . The 130 you shouldn't miss! Click here to download the comprehensive ebook. Why is it important to visualize the conversion funnel clearly in GA4 and Looker Studio? Before telling you how you can connect both tools, we want to delve deeper into why it's important to visualize the conversion funnel with Looker Studio. As you may already know, the conversion funnel represents the journey users take from their first contact with your brand until they complete a desired action (purchase, subscription, download, etc. Understanding how users behave at each stage of this conversion funnel is key to detecting opportunities for improvement, identifying bottlenecks, and optimizing marketing resources. However, having the data provided by GA4 isn't enough. If it's not presented clearly and accessibly, it's very easy to get lost in the numbers and misinterpret the results . This is where data visualization comes into play, allowing you to: Detect critical drops at specific stages of the funnel Compare performance across channels, devices, audiences, or campaigns. Communicate findings in a more understandable way to non-technical teams, facilitating strategic alignment. Save time on analysis by having a consolidated and customized view of key performance indicators. Strengthen evidence-based decision-making Additionally, data visualization through Looker Studio reports turns data into stories. Instead of just numbers, we can see patterns of behavior, trends over time, and the effects of our actions. However, before you start using Looker Studio, we recommend familiarizing yourself with GA4 or reading our introductory article on Google Analytics 4 . How to connect GA4 with Looker Studio step by step Before proceeding, Google warns that you must have at least "Read and Analyze" permissions in Google Analytics 4. If so, here are the steps to connect the two tools. Access Looker Studio . We've provided the link to make it easier for you. As you can see, it's a tool you can easily access with your Google account. Click the “+ Create” icon located on the top left of the home page. Select the “Data Source” option . Next, click on the “Analytics” connector . Then, click “Authorize” if prompted to grant Looker Studio access to your account. Select your account and a property. Click “Connect” in the top right corner. The panel with the data source fields will appear, and you'll have completed the GA4 integration with Looker Studio. How to create a new report to start visualizing the conversion funnel in GA4 and Looker Studio To start visualizing the conversion funnel in GA4 and Looker Studio and create a report from that data source, here's what you need to do: Again, click the “+ Create” icon on the home page. This time, click on “Report” . The report editor will then appear. Next, click “Add to report .” In this section, you can add the data source to the report and create charts and controls that acquire their data from that source. Visualizing your conversion funnel in Looker Studio: Chart types for metrics analysis Looker Studio offers different types of charts, including bar charts, pie charts, time series charts, and more. These charts display one or more axes of information (dimensions) and the actual values of those metrics. Additionally, Looker Studio charts are dynamic , meaning they can change based on data updates. Below, we'll tell you about the different types of graphics you can use and their purposes. Charts to display key metrics and evaluate performance Scorecard – Perfect for summarizing key metrics and showing a summary of a single metric. Indicator : Used to view the performance of a given KPI in relation to an objective. Charts to compare data and see the evolution Table : ideal for sorting data or dividing it into sections and making direct comparisons. Time series : widely used to analyze trends and identify patterns and changes over time. Timeline : It is interesting to represent changes or events in the conversion over a specific period of time. Distribution and data segmentation charts Bars and columns : Show clear comparisons between conversion channels and user groups. Pie chart : shows the percentage distribution of key segments within the funnel. They represent metrics hierarchically, being very useful for analyzing subcategories of data. Edited October 6 by schandnasss Link to comment Share on other sites More sharing options...
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