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Build a Complete Website & SEO Dashboard in Looker Studio

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Introduction

Most business owners and marketers spend hours bouncing between GA4 and Google Search Console to track website performance. Instead, you can build a single interactive Looker Studio dashboard that visualizes everything in one place.

This step-by-step guide walks you click-by-click through creating a professional reporting dashboard using only GA4, GSC, and Looker Studio. By the end, you’ll have a reporting suite that shows performance, highlights opportunities, and reveals meaningful marketing insights.

Tools You’ll Need

Before you begin, make sure you have access to:

  • Google Analytics 4 (GA4) – for website tracking

  • Google Search Console (GSC) – property added and verified

  • Looker Studio – Google’s free reporting and visualization tool

Once these are connected, you’re ready to build your first Looker Studio dashboard.

STEP 1 — Create Your First Looker Studio Report

  1. Go to Looker Studio

  2. Click Blank Report

  3. When prompted to add a data source:

    • Select GA4 → choose your website property → Add

  4. Repeat to add GSC:

    • Select URL connector → select your site → Add

  5. Click Add to Report

You now have a blank Looker Studio canvas with GA4 and GSC connected.

STEP 2 — Build Page 1: Website Performance (Using GA4)

A. Add Scorecards (Top KPIs)

  1. Click Add a chart

  2. Select Scorecard

  3. Place it on the canvas

  4. Confirm the data source = GA4

  5. Choose these metrics:

    • Users

    • Sessions

    • Views

    • Engagement Rate

    • Engaged Sessions

To organize:

  • Select all cards (Shift + click)

  • Arrange → Align → Top

  • Arrange → Distribute → Horizontally

For YoY or MoM comparisons:

  • Click a scorecard → Comparison date range → Previous period

This builds a clean KPI section at the top of your Looker Studio dashboard.

B. Daily Users Trend Chart

  • Add → Time series

  • Dimension → Date

  • Metric → Users

  • Optional: STYLE → Trendline → On

  • Title: “Daily Users (Last 30 Days)”

C. Traffic Channels Pie Chart

  • Add → Pie Chart

  • Dimension → Session default channel grouping

  • Metric → Users

  • Title: “Traffic by Channel”

D. Top Landing Pages Table

  • Add → Table chart

  • Dimension → Page path + query string

  • Metrics:

    • Views

    • Users

    • Engaged Sessions

    • Engagement Rate

  • Sort by Views descending

Optional formatting:

  • STYLE → Conditional formatting → Highlight top-performing pages

Your first page in Looker Studio now provides a complete performance summary from GA4.

STEP 3 — Build Page 2: SEO Performance (Using GSC)

Top menu → Page → New page

A. SEO Scorecards

  • Add → Scorecard

  • Data source → Search Console (URL connector)

  • Metrics:

    • Clicks

    • Impressions

    • CTR

    • Average Position

Arrange horizontally and enable comparison with the previous period.

B. Search Traffic Trend Line

  • Add → Time series

  • Dimension → Date

  • Metrics:

    • Clicks

    • Impressions

  • Optional: Trendline → On

  • Title: “Search Traffic Over Time”

C. Top Keywords Table

  • Add → Table

  • Dimension → Query

  • Metrics:

    • Clicks

    • Impressions

    • CTR

    • Average Position

  • Sort by Clicks descending

Optional styling:

  • Conditional formatting for high-CTR keywords

D. Top SEO Landing Pages Table

Using GSC (URL connector):

  • Dimension → Landing Page

  • Metrics:

    • Clicks

    • Impressions

    • CTR

    • Average Position

  • Sort by Clicks descending

This method fixes the common Looker Studio issue where page-level dimensions don’t appear when using the Site Impression connector.

STEP 4 — Enhance Your Looker Studio Dashboard

A. Add Growth Indicators

Improve insights by:

  • Showing percentage change in scorecards

  • Enabling trendlines in charts

These help your Looker Studio report reveal improvement or decline at a glance.

B. Blend GA4 + GSC Data

Top menu → Resource → Manage blended data → Add a blend

Left (GA4):

  • Dimension: Page path

  • Metrics:

    • Users

    • Engaged Sessions

    • Engagement Rate

Right (GSC):

  • Dimension: Landing Page

  • Metrics:

    • Clicks

    • Impressions

    • CTR

    • Average Position

Join key: Page path → Save → Add as a table

Sorting by CTR, engagement, or clicks makes it easy to spot pages that need optimization.

C. Add Conversions (Optional)

If GA4 is tracking form submissions or leads:

  • Add a Conversion Rate scorecard

    • Formula: Conversions / Users

  • Add a table of top pages driving conversions

This turns your Looker Studio dashboard into a true ROI decision tool.

D. Add a Funnel Visualization (Optional)

Add → Combo or Bar chart

  • Dimension: Funnel stages

  • Metrics: Users → Sessions → Conversions

This highlights drop-off points.

STEP 5 — Make It Interactive

In Looker Studio, add:

  • Date Range Picker → Place in top-right

  • Optional filters:

    • Device category

    • Traffic channel

    • Country

    • Page path

This allows viewers to explore data without editing the dashboard.

STEP 6 — Branding & UI Styling

For a professional layout in Looker Studio:

  • Add a logo top-left

  • Use a clean theme:

    • White background

    • Blue (#0B3D91)

    • Gold (#FFC107)

  • Bold chart titles

  • Add light borders or drop shadows for readability

Clean visual design increases dashboard clarity and scan-ability.

STEP 7 — Sharing Your Looker Studio Dashboard

You can distribute your report easily:

  • Share → Invite people

  • File → Schedule email delivery

    • Send as PDF weekly or monthly

  • Embed in a website or LinkedIn post

Looker Studio’s collaboration features make reporting simple for teams and clients.

STEP 8 — Add an Insights Box (Recommended)

Add → Text box
Use it to summarize:

  • Wins this month

  • Pages or keywords needing improvement

  • Recommendations

Example:

“Organic traffic increased 12% this month, driven by blog posts X, Y, and Z. Contact page CTR is low — consider moving the CTA above the fold.”

This transforms your Looker Studio report from a static dashboard into a proactive business recommendation engine.

🎉 Congratulations!

You’ve now built a complete Looker Studio dashboard that includes:

Page 1 (GA4)

  • Users, sessions, views, engagement

  • Daily performance trends

  • Acquisition channels

  • Top landing pages

Page 2 (GSC)

  • Clicks, impressions, CTR, ranking

  • Keyword performance

  • Best-performing SEO pages

Enhanced With

  • Blended GA4 + GSC datasets

  • Trendlines and comparisons

  • Conversion reporting

  • Optional funnels and insights

With this setup, you can:

  • Monitor website performance daily

  • Shift from reporting to analysis

  • Provide ROI insights in minutes

  • Impress clients and stakeholders

This is one of the easiest and most scalable ways to bring GA4 and Search Console into a single Looker Studio marketing dashboard without writing a line of code.

 

 

A marketer reviewing a digital dashboard with website performance charts and SEO metrics on a laptop.Side-by-side website performance dashboards showing GA4 and Search Console data visualizations.

 

This article was written and published by KaziBora Digital.

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