Turning campaign data into clearer decisions
Connecting website, campaign, and CRM performance so teams can understand what is working and where to improve.
The challenge
Website analytics, paid media reports, search data and CRM activity often live in different systems. The team needed a more consistent way to review performance and find useful next steps.
The approach
Start with the decisions a report needs to support, agree on measurement definitions and organize data sources around a recurring reporting rhythm.
What I did
At the National Minority Quality Forum, I built and maintained weekly Looker Studio dashboards using GA4, Google Tag Manager, Google Search Console, advertising data and CRM reporting. I reviewed tracking, conversion events, campaign URLs and data quality, then summarized the findings for communications and program teams.
The result
The documented deliverable is recurring weekly performance reporting across website and campaign activities. Dashboards helped organize engagement, conversions, search performance and audience behavior. Counts of dashboards, time saved or resulting conversion lifts have not been verified for public use.
What supports the result.
What I learned
A dashboard is useful when it answers a question and makes the next decision clearer. Consistent event definitions and dependable tracking come before attractive visualizations.