Four platforms unified.
One dashboard suite for every ad dollar.
Pikos Institute had active campaigns running across Google Ads, Bing Ads, and Meta Ads — but each platform reported in isolation, making cross-channel comparison impossible. We connected all four data sources to Looker Studio using native connectors for GA4 and Google Ads and Supermetrics for Bing Ads and Meta Ads, and delivered four dedicated dashboards giving the marketing team a single, consistent view of user behaviour, campaign performance, and conversion data across every channel.
Four platforms. Four separate reports. No way to see the full picture.
"Google Ads, Bing Ads, and Meta Ads each had their own reporting interface — with different metric definitions, different attribution windows, and no shared view. Comparing campaign performance across channels meant manually pulling exports from three platforms and reconciling numbers that were never designed to align."
Four platforms, four separate interfaces — no unified view
The marketing team was logging into Google Analytics, Google Ads, Bing Ads, and Meta Ads separately to check performance. Each platform presented its own definition of sessions, conversions, and ROAS. There was no single place to see total ad spend across channels, total conversions, or a cross-platform comparison of which campaigns were generating the best return for Pikos Institute.
No cross-channel campaign comparison — budget allocation was guesswork
With no shared reporting layer, comparing the cost per conversion on Google Ads versus Meta Ads versus Bing Ads required manual exports, spreadsheet merging, and reconciliation of conflicting metric definitions. Budget decisions — where to increase spend, which channel to pull back — were being made on instinct rather than a reliable side-by-side comparison of actual CPA and ROAS across platforms.
Website behaviour disconnected from ad performance
GA4 held all the website engagement data — sessions, bounce rates, funnel completion, goal conversions — but it was never viewed alongside ad spend data. The marketing team couldn't see which paid channels were driving high-quality website sessions versus which were generating clicks that bounced immediately. Traffic quality analysis required switching between GA4 and each ad platform manually.
Manual weekly reporting — time-consuming and always stale
Producing a weekly marketing performance report required pulling data from four separate sources, standardising the formats, and assembling the numbers into a presentation. Reports were always several days behind, inconsistent week to week depending on who built them, and consumed significant analyst time that could have been spent on campaign optimisation rather than data assembly.
Four sources, two connector types, one reporting layer — refreshed daily.
| Data source | Connector | What it powers |
|---|---|---|
| Google Analytics 4 (GA4) | Native Looker Studio connector | Sessions, users, traffic sources, goal conversions, engagement metrics, funnel behaviour, bounce rate |
| Google Ads | Native Looker Studio connector | Campaign performance, clicks, impressions, CTR, CPC, ROAS, conversions by campaign, platform, and placement |
| Bing Ads (Microsoft Advertising) | Supermetrics → Looker Studio | Campaign spend, impressions, clicks, CPC, CPA, conversions — desktop / mobile / tablet placement breakdown |
| Meta Ads (Facebook + Instagram) | Supermetrics → Looker Studio | Campaign performance, ad spend, reach, CTR, conversions — platform, placement, and audience demographic breakdowns |
Core design principle: each dashboard uses consistent date controls and shared filter logic — so switching between the GA4, Google Ads, Bing Ads, and Meta Ads dashboards always reflects the same time period without manual adjustment.
Data integration, connector setup, dashboard design — two phases, fully deployed.
GA4 → Looker Studio
Native GA4 connector configured in Looker Studio. Key events verified in GA4 — form submissions, trial sign-ups, content downloads. Dimensions and metrics mapped for dashboard use.
Google Ads → Looker Studio
Native Google Ads connector linked to the Pikos Institute account. Campaign, ad group, and keyword dimensions available. Conversion tracking confirmed and imported as a metric field.
Bing Ads → Supermetrics → Looker Studio
Supermetrics connector configured for Microsoft Advertising. Campaign, placement, and device segmentation fields mapped to match the Google Ads dashboard structure for consistent cross-channel reporting.
Meta Ads → Supermetrics → Looker Studio
Supermetrics Meta Ads connector set up for Facebook and Instagram. Platform, placement (Feed / Stories / Reels / Marketplace), audience demographics, and engagement metrics all available as dimensions.
Dashboard design + filters
Four dashboards built — one per platform — with consistent visual structure. Date range control, campaign filter, and device/platform filter added to each. Drill-downs to campaign → ad group level throughout.
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01
→ Phase 1 — Data integration and connector configuration
Native connectors for Google, Supermetrics for everything else — all refreshing daily.
GA4 and Google Ads use Looker Studio's built-in native connectors — no third-party tool required, and no data export or transformation step between the source and the report. Bing Ads and Meta Ads are connected via Supermetrics, which handles the OAuth authentication, field mapping, and scheduled refresh for both platforms. All four connections were validated by checking live data in the Looker Studio data source preview before any dashboard was built on top of them.
- GA4 — native connector, events and dimensions confirmed live in property
- Google Ads — native connector, conversion tracking imported and verified
- Bing Ads — Supermetrics, campaign / ad group / placement / device fields mapped
- Meta Ads — Supermetrics, campaign / platform / placement / audience fields mapped
- All four sources — daily automatic refresh, no manual re-connection required
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02
→ Phase 2 — Dashboard design and interactivity
Four dashboards with consistent structure — date controls, campaign filters, device drill-downs.
Each dashboard was built with a consistent layout: a summary scorecard row at the top (total spend, total conversions, CPA, CTR), a time-series chart for the primary performance metric, and a breakdown table below showing campaign-level detail. Every dashboard has a date range picker, a campaign filter, and a device/platform filter — so the marketing team can slice to any segment without leaving the report. Drill-down from campaign to ad group level is enabled throughout. Stakeholders access all four dashboards through a single shared Looker Studio report link.
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03
→ Metric consistency across all four dashboards
Shared definitions — CTR, CPA, and conversion rate mean the same thing everywhere.
A common source of confusion in multi-platform reporting is that CTR on Meta Ads is calculated differently from CTR on Google Ads, and conversion rate on GA4 uses a different denominator than the ad platforms. For Pikos Institute, we standardised the metric definitions used in Looker Studio calculated fields — so the CPA figure on the Bing Ads dashboard is calculated by the same formula as the CPA figure on the Google Ads dashboard, enabling genuine cross-channel comparison rather than misleading apples-to-oranges numbers.
GA4 is the source of truth for on-site data.
Sessions, engagement, funnel progression, and goal conversion events are all owned by GA4. Platform-attributed conversions from ad channels are available in each ad platform dashboard but are clearly labelled as platform-reported — GA4 data drives actual website performance decisions.
Each ad platform is the source of truth for its own spend.
Google Ads spend from Google. Bing Ads spend from Microsoft Advertising. Meta Ads spend from Meta. Each platform's figures are taken at face value and clearly attributed. No cross-platform attribution blending is applied — each channel's data is reported on its own terms.
Looker Studio owns all four dashboards.
All four data sources connect directly to Looker Studio — no intermediate warehouse, no scheduled exports, no spreadsheet assembly. Dashboards refresh daily through the native and Supermetrics connectors. The marketing team accesses live data through a shared link with no additional tools required.
Four dashboards — website behaviour, search, social, and the Microsoft channel.
What the website is doing — traffic quality, engagement, and goal conversions.
The GA4 dashboard gives the team visibility into the full website experience behind the ads. Rather than relying on each ad platform's own reported conversions, this dashboard shows what users actually did once they arrived on the site — whether they engaged, completed a goal action, or bounced immediately.
Traffic source breakdown makes it possible to compare organic vs paid vs social vs direct — and filters let the team isolate GA4 behaviour for any specific campaign source, seeing exactly which channel is driving the highest-quality sessions rather than just the highest click volume.
- Sessions, active users, new users — daily trend and period comparison
- Goal conversions — form submissions, trial sign-ups, content downloads
- Traffic source breakdown — organic, paid, social, direct, referral
- Session duration, bounce rate, pages per session by source
- Device comparison — desktop vs mobile vs tablet engagement quality
- Top landing pages by conversion rate and session volume
- Spend, impressions, clicks, CTR, CPC, ROAS by campaign
- Conversions and conversion rate — campaign and ad group level
- Platform breakdown: Search vs Display vs YouTube vs Shopping
- Placement breakdown: desktop vs mobile vs tablet performance
- Campaign-level trend — spend vs conversions over time
- Top and bottom performing campaigns by CPA
Paid search performance — campaign to placement, spend to return.
The Google Ads dashboard covers the full depth of campaign performance available through the native Looker Studio connector — from campaign-level overview down to placement and device breakdowns. Platform segmentation (Search, Display, YouTube) makes it possible to see whether spend is concentrated in the right channel type for Pikos Institute's goals.
ROAS and CPA are the primary decision metrics throughout. The team can identify which campaigns are generating conversions efficiently and which are consuming spend with poor return — and act on that signal immediately rather than waiting for a weekly report.
Bing Ads Performance
Microsoft Advertising campaign performance — same KPI structure as the Google Ads dashboard for direct channel-to-channel comparison of search spend efficiency.
- Ad spend, impressions, clicks, CTR, CPC by campaign
- Conversions and CPA — campaign and ad group level
- Placement breakdown: desktop vs mobile vs tablet
- Campaign-level spend trend and conversion volume over time
- Top campaigns by conversion rate vs spend share
Meta Ads Performance
Facebook and Instagram ad performance — platform, placement, and audience segment breakdowns for full paid social visibility.
- Ad spend, reach, impressions, CTR, conversions by campaign
- Platform comparison: Facebook vs Instagram performance split
- Placement breakdown: Feed, Stories, Reels, Marketplace, Right Column
- Audience insights: age, gender, and interest segment performance
- Cost per conversion and ROAS by campaign and ad set
GA4, Google Ads, Supermetrics, Looker Studio — native where possible, Supermetrics where needed.
Google Analytics 4
GA4 tracks user behaviour, goal conversions, and traffic sources on the Pikos Institute website. Key events — form submissions, trial sign-ups, content downloads — are configured as conversions. Connected to Looker Studio via the native GA4 connector: no export, no intermediary, data available in real time.
Google Ads (Native)
Google Ads connects to Looker Studio through the built-in native connector — no third-party tool required. Campaign, ad group, keyword, platform, and placement dimensions are all available directly. Conversion tracking is imported from the linked Google Ads account, giving ROAS and CPA figures that reflect actual on-site goal completions.
Supermetrics
Supermetrics handles the connection for both Bing Ads and Meta Ads — the two platforms that don't have native Looker Studio connectors with the required field depth. It manages authentication, field mapping, and the daily scheduled refresh for both accounts. Supermetrics' consistent data layer ensures Bing and Meta fields are structured the same way as the Google Ads fields for reliable cross-channel comparison.
Looker Studio
Four dashboards in a single Looker Studio report — one per platform, consistent layout and filter logic throughout. All four data sources connect directly, refreshing daily with no manual intervention. The marketing team accesses live dashboards through a shared link with no additional software or login required beyond a Google account.
Ad spend across Google, Bing, and Meta — but no single dashboard to compare them.
We connect all your ad platforms and GA4 into Looker Studio and build the dashboards that show you — in one place — which channels are working, what they're costing, and what they're returning.
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