Marketing Analytics System Build

Context

This project involved rebuilding analytics and reporting for a performance-focused eCommerce brand working with a marketing agency across Meta, Google Ads, GA4, and Shopify. The goal was to create a stable, defensible reporting foundation as the team scaled spend and channels.

The Problem

Reporting lived across multiple tools and dashboards, making it hard to reconcile numbers or answer “why” questions quickly. Manual work increased over time, and confidence in metrics varied depending on the source.

The Approach

I centralized raw data ingestion using Power My Analytics, processed and structured the data in BigQuery, and built Looker dashboards on top of a clean, shared data model. Logic lives in the data layer, not the dashboards, so reporting stays consistent as needs change.

This resulted in:

• Reduced time spent reconciling numbers

• Clear separation between executive, channel, and performance views

• Faster answers to client and leadership questions

• Reporting that held up during performance swings

This approach works best for teams that have outgrown off-the-shelf dashboards and need flexibility without rebuilding reporting from scratch.

A short walkthrough of the system and dashboards (5 min). Client details anonymized.