Dashboards and Looker Studio
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A dashboard is not a reporting tool: it is a decision tool. Its quality is measured by how quickly a person can see whether things are heading in the right direction, and by what they do next. ## One question per dashboard A dashboard that answers three precise questions is worth more than one trying to show everything. Management wants revenue and leads; marketing wants cost per channel; sales wants the pipeline. Each gets their own screen. ## Shared definitions Dashboards often fail because of definitions. If "quote request" does not count the same thing in GA4, in the CRM and in the sales sheet, the figures will contradict each other. Documenting these definitions matters as much as the design. ## Automate to free up time The real gain is no longer copying figures by hand. Once sources are connected, daily or weekly updates happen automatically, leaving the team to focus on analysis and decisions.When this guide is for you
- Every week someone copies figures from several tools into a spreadsheet
- Meetings start with contradictory figures between teams
- You want to track cost per lead next to revenue, not separately
- Several people need the same indicators, with access filtered by role
- You have to present a monthly summary to management and never have the data on time
Step by step
- Choosing the right indicators — Select 5 to 8 indicators linked to objectives: enquiries, sales, cost per enquiry, share of organic traffic. A dashboard with thirty metrics does not get read and serves nobody.
- Connecting the sources — Link GA4, Google Ads, Meta, Search Console, the CRM and the sales sheet. Definitions must be shared: a "conversion" counts the same thing everywhere.
- Building and simplifying — One page per audience (management, marketing, sales), with the trend, comparison with the previous period and simple filters. The dashboard should answer a question in ten seconds.
- Automating updates — Schedule updates from the tool connections and email report delivery. Once the dashboard is stable, fix the definitions when a figure is debated.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Simple dashboard (3 sources, 1 page) | 5,000 – 12,000 MAD (≈ 450 – 1,100 €) | GA4, Ads and a spreadsheet |
| Multi-page dashboard (marketing + sales) | 12,000 – 30,000 MAD (≈ 1,100 – 2,800 €) | Channel filters, comparisons and access roles |
| CRM and sales data connection | 3,000 – 12,000 MAD (≈ 270 – 1,100 €) | Needed to track cost per qualified lead |
| Maintenance and evolution | 2,000 – 6,000 MAD / month (≈ 180 – 550 €) | Fixes, new sources, answering requests |
| Team training | 2,000 – 5,000 MAD (≈ 180 – 450 €) | To avoid unused dashboards |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Displaying all available data instead of answering a few precise questions
- Leaving different definitions between teams, which recreates the contradictions
- Creating a dashboard nobody looks at: no one is responsible for reading it and acting on it
- Forgetting to check source data quality, which produces an elegant and wrong dashboard
Frequently asked questions
Is Looker Studio really free?
Yes for the tool and most Google connectors. Some connectors to other sources (proprietary CRMs, databases) are paid, costing a few dozen dirhams per month.
How long does a dashboard take?
A simple dashboard takes one to two weeks. A project with three or four sources and definitions to reconcile can take one to two months.
Who should have access?
Access is granted by role: financial figures to management, channels to the marketing team. Role-based filters avoid sharing sensitive data.
Can WhatsApp or CRM data be connected?
Yes, via connectors or an intermediate sheet fed by the CRM. For sensitive customer data, pay attention to data protection.
Why do my figures never match?
Differences in time zone, attribution window, deduplication or bots. Choose a reference source per indicator and document these choices with the team.
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