London, UK · Serving UK/EU · GBP pricing
Looker Studio consultant. Dashboards that answer the right questions.
Independent Looker Studio consultant for UK and EU businesses.
Most analytics dashboards have the same problem. They display data. They do not answer questions. Traffic goes up, revenue goes down, and the dashboard shows both numbers side by side without explaining the relationship between them or telling anyone what to do about it.
Marc Alexander is an independent Looker Studio consultant based in London with nine years' experience building dashboards that are designed around the decisions they need to support, not around what the data source happens to make available.
He connects Looker Studio to GA4, BigQuery, Google Ads, and Search Console, building reporting layers that give marketing, product, and executive teams the visibility they need in a format they will actually use.
What good Looker Studio work involves.
Looker Studio is a reporting and visualisation tool. What makes a dashboard useful is not the tool itself but the thinking that goes into it before a single chart is built.
That means understanding who the dashboard is for and what decisions it needs to support.
A marketing team dashboard and an executive dashboard built from the same data should look completely different, because the questions they are answering are different.
It means understanding the data underneath. A Looker Studio dashboard is only as reliable as the data it is connected to.
If GA4 is tracking conversions incorrectly, or if BigQuery transformations are producing unexpected results, the dashboard will faithfully display inaccurate numbers in a very professional-looking format.
And it means building something maintainable. Dashboards that require a consultant to update every time a campaign name changes, or that break whenever GA4 is updated, create dependency rather than capability.
Marc handles all three layers: the data infrastructure, the logic, and the reporting design.
What Marc builds in Looker Studio.
GA4 connected dashboards:
Reporting built directly on GA4 data. Traffic, engagement, conversions, revenue, attribution, and funnel performance presented in a format that goes beyond what the GA4 interface offers. Blended data sources where GA4 needs to be read alongside other inputs.
BigQuery connected dashboards:
For businesses with GA4 data exported to BigQuery, Looker Studio becomes a reporting layer on top of raw event-level data. No sampling, no interface limitations, longer data retention, and the ability to join GA4 data with CRM or revenue data for reporting that reflects the full commercial picture.
Google Ads and Search Console reporting:
Paid and organic performance connected in a single view. Campaign performance, cost, conversion data, and search visibility reported alongside the GA4 behaviour and revenue data that gives them context.
Executive dashboards:
High-level reporting designed for leadership teams who need commercial visibility without navigating analytics interfaces. Connected to the metrics that reflect business outcomes, not just website activity.
Marketing team dashboards:
Channel performance, campaign attribution, conversion rates, and funnel visibility for teams that need to make daily or weekly decisions based on the data. Built to be self-serve rather than requiring analyst interpretation every time someone has a question.
Multi-source reporting:
Blended dashboards combining GA4, BigQuery, Google Ads, and Search Console into a single reporting view. Useful for businesses that currently switch between multiple interfaces to piece together a picture that should be visible in one place.
Proof: what this looks like in practice.
Knight Frank — executive dashboards across 50+ international websites
Knight Frank needed reporting that connected digital performance to commercial outcomes across 50+ international websites, in multiple markets, for leadership teams that needed strategic visibility rather than raw analytics data.
Marc built Looker Studio dashboards connected to GA4 and BigQuery, presenting performance data in a format that made sense at executive level: not pageviews and bounce rates, but qualified leads, conversion rates by market, channel attribution, and engagement metrics connected to the enquiry funnel.
The dashboards gave leadership teams consistent visibility across all markets without requiring them to navigate GA4 or rely on analyst-produced reports for every question.
When Looker Studio is the right tool.
Looker Studio works well when the underlying data is reliable, the reporting requirements are clear, and the audience needs regular visibility into performance without accessing the analytics platform directly.
It works less well as a substitute for proper analytics infrastructure. A well-designed Looker Studio dashboard built on broken GA4 data is still broken data, presented attractively. Marc addresses the data layer first where needed, so the reporting built on top of it is trustworthy.
For businesses that need deeper analysis than Looker Studio can provide, such as custom attribution modelling, cohort analysis at scale, or joining GA4 data with CRM and revenue data in complex ways, BigQuery is usually the better foundation. Marc can advise on which approach makes sense given the specific reporting requirements.
Who this is for.
Businesses that have GA4 data but cannot get useful reporting out of it. The GA4 interface is not a reporting tool. It is an analysis tool. Looker Studio is where that data becomes something a broader team can use regularly.
Marketing teams that spend too long building manual reports. A well-built Looker Studio dashboard eliminates the weekly or monthly task of pulling numbers from multiple platforms and assembling them into a spreadsheet or presentation.
Leadership teams that need commercial visibility without analytics complexity. Executive dashboards that show what is happening and why, without requiring the reader to understand GA4's data model.
Businesses with BigQuery who need a reporting layer. Raw BigQuery data needs a visualisation layer to be useful to most teams. Looker Studio is the natural choice when the data is already in the Google ecosystem.
Agencies and analytics teams who need dashboards built properly. Marc builds Looker Studio dashboards for agencies who need client-facing reporting, and for in-house analytics teams who need a senior specialist to build something they can maintain and extend themselves.
Frequently asked questions.
Can you build a Looker Studio dashboard without rebuilding our GA4 setup?
Yes, if the GA4 data is reliable enough to report from. Marc will assess the data quality before building and flag any issues that would affect reporting accuracy. If the underlying tracking needs fixing first, that work can be scoped separately.
How long does a Looker Studio dashboard take to build?
A straightforward GA4 connected dashboard typically takes one to two weeks. More complex builds involving BigQuery, multiple data sources, or significant data transformation work take longer. Marc scopes timelines based on specific requirements after an initial consultation.
Can our team edit the dashboard after you have built it?
Yes. Marc builds dashboards that are documented and designed to be maintainable. He can also provide a walkthrough so your team understands the structure and can make common changes without needing to come back to him every time.
Do you connect Looker Studio to platforms other than GA4 and BigQuery?
The core connections Marc works with are GA4, BigQuery, Google Ads, and Search Console. These cover the requirements of most businesses in the Google ecosystem. Other connectors can be discussed depending on what the reporting needs to include.
Is Looker Studio free?
Looker Studio itself is free. There may be costs associated with BigQuery usage depending on data volumes and query frequency. Marc advises on cost implications during scoping so there are no surprises.
How is this different from the custom GA4 dashboards service?
The custom GA4 dashboards service focuses on building reporting within the GA4 interface itself. This page covers Looker Studio specifically, which is a separate tool that connects to GA4 as a data source and offers more flexibility in terms of design, data blending, and audience. For most businesses that need regular reporting shared across a team, Looker Studio is the better choice.
Ready to make your analytics decision-grade?
Book a free 30-minute consultation to discuss your Looker Studio challenges and explore how Marc can help.
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