Looker Studio in e-marketing - presentation of data from Google Analytics

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Using Looker (formerly Data Studio) we can download, process, combine and then present data from various Internet sources (such as Google Analytics, Search Console, Ads, Chrome UX Report and many other third-party tools) as well as data provided by ourselves (e.g. in the form of a spreadsheet or CSV file).

Looker reports are available via browser. You can also embed them in your own website or download them as PDFs.

Below I will focus on the use of Looker in the e-marketing industry . I will show you how to start using Looker and how you can use its potential. However, you do not have to limit yourself to this field - Looker will work everywhere you work with data .

Data sources from Google that you can use in Looker Studio
Looker Studio can be integrated with many Google services. I deliberately avoid the word import here , because it is associated with a one-time data load - Looker, on the other hand, allows you to establish a permanent connection with a data set. The program refreshes data on demand or at an appropriate frequency (e.g. every 30 minutes). In this way, you only need to connect Looker to another service once, but always enjoy the latest data.

Data sources - Looker
Adding a data source . Looker offers 24 official and supported plugins and 847 third-party plugins (as of November 2023)

Below I have prepared information about what popular Google services and third-party malaysia telemarketing data services used in e-marketing/SEO allow data to be sent to Looker.

Table 1. Google services enabling monitoring of website performance that send (at no additional cost) data to Looker.

Looker Studio also allows you to connect to data sources, which you can fill in manually or through programs you create. I have listed the basic methods in the table below.

Table 3. The easiest (and cheapest) ways to upload your own data to Looker Studio.


To start with, I highly recommend integration via Google Sheets , and in the case of more advanced projects - using MySQL, with your own database.

How to get started with Looker Studio?
Let's get started right away! To get started, head over

create your own report from scratch ( Create -> Report [this is most likely a mistranslation of the English word “Report”, which means “to report”, but also “report”])
or use one of the ready-made templates.
Reports - Looker Studio
Creating a new report

Let's start by choosing one of the ready-made templates. I chose the report for Search Console (third from the left in the above photo). After opening it, we will see a sample report for sample data. At this stage, we can connect our own data:

Replacing data for the report - note that Search Console provides two types of data - for the entire site (SITE) and for individual addresses (URL):

Select the data you want to replace:
Data in Looker Studio
Select new metrics (in this case we select site views, since we also substitute them for the metrics for the entire site):
Report Data - Looker Studio
Then we repeat the action for the second data source, i.e. we replace the source with data for individual URLs with the “display URL” data in our source:
URL - Looker Studio
We have selected data related to classic search results, but instead of “web”, you can select other data, such as Google News, Discover, photos, etc.
This gives us our first report - let's save it so we can make much more advanced changes to it in the future:

Adding a report - Looker Studio
Click “Edit and share” and then “Add to report”.

Editing a Looker report from scratch. We enable cross-filtering
Anatomy of a Looker Report
The Looker Studio report page consists of basic elements, which include:

Charts (all data presentation elements are thrown into this “bag”, including single numeric fields or tables),
Control elements - date selection boxes, switches, etc. - they work automatically - i.e. switching them automatically changes the appearance of the remaining data,
Additional graphic elements , such as text, graphics, lines - these are static elements that only affect the appearance of the page.