As a Brisbane business owner, you’re likely juggling multiple platforms—perhaps Google Ads for search intent and Meta for local brand awareness. Without a unified view, it is incredibly difficult to see which channel is actually driving your growth and where your budget is being wasted.
Building a cross-channel paid media dashboard allows you to stop logging into five different platforms every morning. Instead, you get a single source of truth that helps you make faster, smarter decisions about your marketing spend. In this guide, we’ll show you how to build a professional-grade dashboard using Looker Studio (formerly Google Data Studio), which is free and integrates perfectly with the tools you already use.
Prerequisites
Before we begin, ensure you have the following:- Admin Access: You’ll need admin access to your Google Ads, Meta Business Suite, and LinkedIn Campaign Manager accounts.
- A Google Account: To use Looker Studio.
- A Connector Tool: While Google Ads is free to connect, platforms like Meta and LinkedIn require a third-party connector (like Supermetrics, Power My Analytics, or Windsor.ai). Most offer a free trial.
- Your KPIs: Know which metrics matter most (e.g., Cost Per Lead, ROAS, or Total Conversions).
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Step 1: Define Your North Star Metrics
Before touching any software, decide what you want to see. A common mistake is cluttering a dashboard with "vanity metrics" like impressions or likes. For an Australian small business, focus on metrics that impact the bottom line:- Total Spend (across all channels)
- Total Conversions (leads or sales)
- Blended CPA (Cost Per Acquisition)
- ROAS (Return on Ad Spend)
Step 2: Set Up Your Looker Studio Canvas
Navigate to Looker Studio. Click the "Blank Report" plus icon. You will be prompted to add your first data source. Start with Google Ads as it’s a native (and free) connection. Follow the prompts to select your specific Google Ads account and click "Add."Screenshot Description: You should see a blank white canvas with a grid pattern and a panel on the right-hand side titled "Data" listing your Google Ads fields (Campaign, Clicks, Cost, etc.).
Step 3: Connect Your Social Channels (The "Cross-Channel" Part)
To get Meta (Facebook/Instagram) and LinkedIn data into the same report, click "Add data" in the top menu. Search for a partner connector (e.g., "Meta Ads by Supermetrics"). You will need to authorise your social accounts. Pro Tip: If you are on a tight budget, you can manually export your Meta data to a Google Sheet and connect that Sheet to Looker Studio for free, though it won't update automatically.Step 4: Create a Global Date Range Control
This is vital for cross-channel reporting. Click "Add a control" in the top toolbar and select "Date range control." Place this in the top right corner. Why this matters: This allows you to see how your ads performed last weekend, during the EOFY sales, or over the last quarter across all platforms simultaneously.Step 5: Build Your "Big Picture" Scorecards
Scorecards show a single, high-level number.- Select "Add a chart" > "Scorecard."
- For the first scorecard, set the metric to Cost (from Google Ads).
- Repeat this for Meta Ads.
- The Advanced Move: Create a "Calculated Field" to add Google Cost + Meta Cost to show your Total Monthly Spend.
Step 6: Visualising Spend vs. Performance
Select "Add a chart" > "Time series chart." Set the dimension to "Date" and the metrics to "Cost" and "Conversions."Screenshot Description: You should see a line graph showing two lines. This helps you identify if a spike in spending actually resulted in a spike in leads for your Brisbane business.
Step 7: Create a Breakdown by Platform
Use a Pie Chart or a Table to show the distribution of your budget.- Dimension: Data Source (or Account Name)
- Metric: Spend
This visually confirms if you are over-investing in Facebook when Google search ads are actually providing a cheaper Cost Per Lead.
Step 8: Standardise Your Data (Data Blending)
This is the trickiest part. Since Google calls it "Conversions" and Meta might call it "Results," you need to "Blend Data."- Select a scorecard from Google and one from Meta.
- Right-click and select "Blend data."
- Looker Studio will attempt to join them. Ensure the join key is "Date."
- Create a new metric called "Total Leads" that sums both sources.
Step 9: Add Table Breakdowns for Campaigns
Add a Table chart. Set the dimension to "Campaign" and metrics to "Spend," "CPA," and "ROAS." This allows you to see exactly which specific ad sets are performing. Common Mistake: Forgetting to include "Filters." If you have old, paused campaigns from three years ago, use the Filter property in the data panel to exclude campaigns with zero spend.Step 10: Customise for the Australian Context
Ensure your currency is set to AUD. In the "Style" tab for your scorecards and tables, look for the "Decimal Precision" and "Currency" settings. Also, ensure your timezone is set to (GMT+10:00) Brisbane to align with your actual daily budget resets.Step 11: Set Up Automated Emailing
You don't want to have to remember to check this. Click the "Share" button arrow and select "Schedule delivery." Set it to email you (and your team) a PDF of the dashboard every Monday morning at 8:00 AM.---
Troubleshooting Common Issues
- Data Discrepancies: If Looker Studio shows $500 spent but Meta says $510, check your timezone settings. If your Facebook account is in US time but your dashboard is in AEST, the daily totals won't match.
- Broken Connectors: If a chart shows a "System Error," it’s usually an expired token. Go to Resource > Manage added data sources and re-authenticate your connection.
- Slow Loading: If you have 20+ charts, the dashboard will be slow. Try to limit each page to 8-10 essential visualisations.
Pro Tips for Success
- Use Conditional Formatting: Set your CPA cells to turn Red if they go over $50 and Green if they are under $30. This allows for "at-a-glance" management.
- Mobile Friendly: Keep your most important scorecards at the very top so they are easy to read on your phone while you're out at a job site or between meetings.
Next Steps
Now that you have your data unified, the real work begins: optimisation. Use your new dashboard to identify your worst-performing 20% of campaigns and reallocate that budget to your top performers.If you find the technical setup of data blending and API connectors a bit overwhelming, we can help. Our team at Local Marketing Group specialises in building custom reporting suites for Australian businesses that turn complex data into clear growth strategies.
Contact us today to discuss how we can automate your marketing reporting.