[Looker Studio] Metrics Breakdown Tree - GA4 + Google Ads

🔍 What it helps you do

Quickly identify and troubleshoot performance issues in your Google Ads campaigns by breaking down revenue and gross margin into granular sub-metrics, showing you exactly which specific metrics are causing problems when campaigns aren't performing as expected.

This dashboard provides a comprehensive breakdown of your Google Ads performance, allowing you to drill down from high-level revenue metrics to specific conversion rates, click-through rates, and impression share data to pinpoint the root cause of any performance drops.

Key Insights You'll Discover:

📊 Revenue Breakdown Analysis - See exactly how your gross margin flows down through all sub-metrics

🔍 Performance Troubleshooting - Identify which specific metrics are causing PoP (Period over Period) or YoY (Year over Year) performance issues

📈 Metric Relationships - Understand how changes in one metric cascade through your entire campaign performance

⚖️ Conversion Funnel Analysis - Track performance from impressions through clicks to conversions and revenue

🎯 Root Cause Identification - Quickly pinpoint whether issues are in traffic quality, conversion rates, or cost efficiency

What This Dashboard Reveals:

Google Ads Performance Breakdown

The dashboard breaks down your revenue and gross margin into a hierarchical flow of sub-metrics, showing you exactly how each component contributes to your overall performance.

Key Metrics Breakdown:

- Gross Sales and Contribution Margin

- Conversion counts and rates

- Click-through rates and impression volumes

- Cost per acquisition and average CPC

- Impression share and lost opportunities

Period over Period (PoP) Analysis Compare current performance to previous periods to identify sudden changes or trends that might indicate problems in your campaigns.

Year over Year (YoY) Analysis See how your performance has evolved over the long term, helping you understand whether current issues are temporary fluctuations or part of a larger trend.

Troubleshooting Guidance

The dashboard includes a "How to use this" section that provides specific questions to ask when you identify performance drops:

For Revenue Drops:

- Has your cost changed significantly?

- Are you facing new competition?

- Have there been changes in your bidding strategy?

For Conversion Rate Drops:

- Has your conversion tracking changed?

- Did any promotions end recently?

- Are you getting irrelevant traffic from broad match campaigns?

- Have you made pricing adjustments?

For Impression Share Drops:

- Are there new competitors in your space?

- Have you changed your bidding strategy?

- Did you recently start broad match campaigns?

How to Use This Dashboard:

1. Monitor Overall Performance Start at the top of the dashboard to see your high-level metrics like gross sales, contribution margin, and ROAS.

2. Identify Performance Changes Look for metrics showing significant PoP or YoY changes that might indicate problems.

3. Drill Down to Root Causes Follow the metric breakdown to see which specific sub-metrics are driving the performance changes.

4. Use the Troubleshooting Guide Reference the "How to use this" section to ask the right questions based on which metrics are showing issues.

5. Take Action Once you've identified the root cause, you can make targeted adjustments to your campaigns, bidding, or targeting.

This dashboard transforms complex Google Ads data into a clear, actionable troubleshooting tool. Instead of guessing what might be wrong, you'll have a systematic way to identify exactly which metrics are causing performance issues and what questions to ask to resolve them.

Stop playing the guessing game with your Google Ads performance. This dashboard gives you the data-driven insights needed to quickly identify and fix any campaign issues before they significantly impact your revenue.