Google Data Studio: From Website Traffic to Lead Tracking

I created a dashboard to bring website traffic, SEO visibility, paid campaigns, and lead tracking into one reporting environment.

The goal was to help the client explore digital performance through clear summaries and detailed views, with filters for location, device, campaign, and website section. All screenshots have been anonymized to protect client confidentiality.

Website Traffic and Audience Analysis

Traffic Overview, Devices, and Acquisition Channels

Traffic overview with users, sessions, page views, a session trend line and device, weekday and channel breakdowns — Traffic overview with device, weekday and acquisition-channel breakdowns.

This overview brings together users, sessions, page views, and traffic trends. Device, weekday, and channel breakdowns help the client explore when visitors access the website, which devices they use, and where traffic comes from. In the displayed channel breakdown, Direct accounts for 48%, Organic Search for 27.7%, and Paid Search for 17.5%.

Page Performance and Visitor Geography

Page-level performance table beside maps of visitor locations in Europe and Italy — Page-level metrics combined with visitor geography.

This view combines page-level metrics with maps of visitor locations across Europe and Italy. Users, session duration, exit rate, and page views provide context beyond traffic volume, helping the client compare content consumption and identify pages worth investigating further.

Geographic Traffic and Referral Sources

Regional and city filters with referral traffic tables and a device-by-day breakdown — Regional filters, referral sources and device-by-day patterns.

Regional and city filters make it possible to explore geographic differences in website usage. Referral tables highlight traffic associated with external sources and the customer area, while the device-by-day breakdown adds context on browsing patterns. Together, these views support a more detailed understanding of the audience.

SEO Performance and Organic Search Visibility

Google Search Console: Queries, Clicks, and Landing Pages

Search Console report with impressions, clicks, CTR, average position, query and landing-page tables, and trend charts — Search Console queries, landing pages and click trends.

The Search Console view connects search visibility with clicks to the website. It displays 677,663 impressions, 54,473 clicks, and an overall CTR of 8.04%. Query and landing-page tables support deeper analysis, while time-series and country charts show how search performance develops and where clicks originate.

Keyword Rankings and Landing-Page Monitoring

Keyword ranking report linking tracked keywords to landing pages, positions, position changes and search volumes — Tracked keywords, landing pages and ranking movements.

This report links monitored keywords to their landing pages, ranking positions, position changes, and search volumes. Summary cards show 647 tracked keywords, including 11 in the Top 10. The layout makes ranking movements easier to review and helps identify keywords and pages for further SEO analysis.

Organic Visibility and Traffic Trends

Monthly charts showing keyword coverage, ranking distribution and organic traffic trends — Monthly keyword coverage, ranking distribution and organic traffic trends.

Monthly charts show changes in keyword coverage, ranking distribution, and the reported organic traffic series. Between November 2019 and May 2020, the keyword total rises from 196 to 1,893, while Top 3 keywords increase from 8 to 58. This view documents visibility trends without treating ranking data as equivalent to Analytics sessions.

Google Ads Campaign Reporting

Campaign Costs and Conversions: GPL

GPL campaign report with impressions, clicks, spend, conversions, phone interactions and cost-per-conversion charts — GPL campaign costs, conversions and device comparisons.

This campaign view brings together impressions, clicks, spend, conversions, and reported phone interactions. Campaign and ad-group tables provide detailed performance data, while charts compare cost per conversion across groups and devices. The layout supports analysis beyond click volume, keeping investment and recorded outcomes visible together.

Campaign Costs and Conversions: Solar

Solar campaign report with headline KPIs, ad-group costs, conversion metrics, device comparisons and separate call and lead panels — Solar campaigns reported with the same structure as GPL.

A dedicated view applies the same reporting structure to the Solar campaigns. It combines headline KPIs with ad-group costs, conversion metrics, and device comparisons. Separate panels for reported calls and leads keep these outcomes visible without reducing every interaction to a single total.

Geographic Campaign Analysis: North, East, and West

Regional campaign tables and maps for the North, East and West areas showing impressions, clicks and attributed conversions — Territorial campaign results for the North, East and West.

Regional tables and maps break down impressions, clicks, and attributed conversions across the North, East, and West areas. This structure helps the client explore territorial differences that would be hidden in an overall total, while keeping the same metrics available for each area.

Geographic Campaign Analysis: South and Centre

Regional campaign tables and maps for the South and Centre areas — Campaign activity for the South and Centre territories.

The South and Centre views extend the same geographic reporting framework. Ad-group tables sit alongside maps, making it easier to review campaign activity by territory. These views show the distribution of recorded results; campaign costs and lead quality would be needed to assess regional profitability.

Lead Tracking and Conversion Reporting

Contact Actions and Acquisition Channels

This section separates newsletter sign-ups, reported phone interactions, and generic form submissions. Category-level breakdowns show the composition of recorded contacts and their associated acquisition channels. The dashboard reports 123 newsletter sign-ups, 3,302 phone interactions, and 182 generic forms, keeping these action types distinct rather than presenting them as unique people.

Contact Requests by Customer Segment

Contact requests grouped into condominiums, business and home segments with totals, category comparisons and channel breakdowns — Contact requests grouped by condominiums, business and home.

Contact requests are grouped into three commercial segments: condominiums, business, and home. Each segment includes totals, category comparisons, and a channel breakdown. This structure aligns the reporting with the client’s service offering, making it easier to explore which parts of the business receive recorded enquiries.

Geographic Lead Analysis

Geographic contact analysis with source, region, city and website-section filters and stacked bars — Geographic contact analysis by source, region and website section.

The geographic contact view adds source, region, city, and website section to the analysis. Filters allow the client to explore selected territories, while stacked bars show the relative contribution of different sections. This provides context around recorded requests without presenting analytics-derived locations as verified customer addresses.

Project Outcome

The project delivered a reporting environment that connects acquisition, website usage, campaign performance, and contact actions.

Its value lies in the ability to move from a high-level overview to focused analysis by channel, content, device, territory, and customer segment—giving the client a clearer structure for reviewing digital performance.