Essential Report for MasterZoo: Key Marketing Metrics on a Single Screen

Solution

We offered a proprietary Essential report — an analytical solution in Looker Studio. The report collects data from Google Analytics 4, Google Ads, and Meta Ads, and displays key performance metrics of marketing channels.

The Essential Report by Promodo makes it easy to analyze key metrics of your online store — product views, add-to-cart actions, number of purchases, and revenue.

With the help of data visualization, you can:

Quickly evaluate campaign and product category performance.

The report allows filtering data by categories, brands, and individual products. This helps identify the most popular items and view their performance across different marketing channels.

Analyze the sales funnel.

The report displays the percentage of users progressing through each stage of the funnel — from product view to add-to-cart, checkout initiation, and purchase. This enables you to quickly detect bottlenecks in the sales process.

Analyze advertising spend and efficiency.

By integrating data from Meta Ads (Facebook and Instagram), the report allows you to analyze costs, CPM, CPC, and assess how campaigns impact conversions and revenue.
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To track the real impact of each channel on conversions, we implemented Last-Non-Direct attribution, which helps avoid overestimating direct traffic channels.

The Last-Non-Direct attribution model is a method of distributing conversion value where full credit for a conversion is assigned to the last user interaction channel that was not direct traffic. For example, if a user first visited the site through a Google Ads campaign, then came back via organic search, and finally converted through direct traffic, the conversion will be attributed to organic search.

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Data Collection Setup

To ensure accurate analytics and complete data coverage, we configured data imports from various systems into BigQuery and organized their daily updates.

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Integrating data from Google Analytics 4 into BigQuery made it possible to collect events without sampling or other GA4 interface limitations.

Using the GA4 API, we also uploaded historical data, allowing the client to analyze information starting from the moment GA4 was implemented.

It’s worth noting that the free version of Google Analytics 4 stores unaggregated data for only 14 months.

Google Ads Data Import

Data import from Google Ads was configured using the BigQuery Data Transfer Service. This ensured regular data uploads from the advertising account and automated the integration of data on costs, clicks, impressions, and conversions.

Meta Ads Data Import

Data from Meta Ads was imported using a custom Python script we developed, which retrieved the required information on costs, impressions, clicks, and conversions through the Facebook API.

Using Cloud Function, we ensured seamless integration and daily updates of this data in BigQuery.

Data Aggregation

Once data from various sources was collected in one place, we began preparing it for visualization.

Data Unification

Since GA4 data existed in two formats — raw data exported via GA4-BigQuery integration and aggregated data exported via API — Promodo’s analytics team additionally aggregated them to bring all datasets to a unified format.

SQL Queries and Update

For the Essential report, we used pre-prepared universal SQL queries to form the tables that would later be visualized. After setting up and adapting the queries to the current project, we ensured the daily update of relevant data.

Attribution Implementation

To enable a deeper analysis of each marketing channel’s impact, we used two attribution models:

• Session Source Model — used for basic reports to determine which source initiated the session. This model allows for a quick assessment of users’ initial interaction points with the brand.
  
  
• Last Non-Direct Click Model — implemented to evaluate the actual impact of non-direct channels. We configured the calculation of each channel’s contribution in BigQuery using SQL queries that considered the last non-direct touchpoint before conversion.
  
  

Connecting BigQuery to Looker Studio

The final step was connecting the Essential report in Looker Studio to the created tables.

Results

The Essential report from Promodo enabled MasterZoo to access all up-to-date data on the performance of marketing channels in a convenient format. Now the team can focus on making strategic decisions instead of handling routine operations.

No more manual work: data collection and processing are now fully automated

By integrating data from GA4, Google Ads, and Meta into BigQuery, MasterZoo eliminated the need for manual data handling. This saves up to 10 hours per month, eliminates human errors, and provides access to real-time performance reports in Looker Studio.

Note: Google Analytics 4 data updates with a delay of up to 48 hours, and the updated figures appear in the report the following day.

Interactive reporting: all key data on one screen

Thanks to Looker Studio, MasterZoo gained an easy-to-use tool for tracking key metrics with filtering options by channel, period, and campaign. This allows the team to quickly monitor ad performance and make timely adjustments.
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Convenient data by marketing channels

To analyze the performance of Meta Ads and Google Ads, the report includes dedicated tabs with key metrics.

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Visualized sales funnel

The report allows for a detailed analysis of the sales funnel: from product views to checkout initiation, cart additions, and final purchases.

This makes it possible to identify the stages with the highest drop-off rates and take action to improve them. It also helps to better understand conversion performance across specific categories or even individual products.
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Effective attribution: see the impact of each channel on conversions

Implementing the Last-Non-Direct attribution model made it possible to clearly evaluate the impact of each channel on conversions. This approach helps optimize advertising budgets and adjust strategies to improve ROI.
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Accurate and complete data

When viewing the product performance report in Google Analytics 4, selecting a 3-month period often leads to some products being aggregated into the “Other” category due to cardinality.

Data cardinality — Google Analytics limits the number of distinct values assigned to a parameter (or custom dimension) and aggregates the excess into “Other.”

In the Essential report, even for a one-year period, all data is displayed in full — without being aggregated into “Other.”

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How the report can be enhanced

The Essential report by Promodo covers the most important business metrics. At the same time, it serves as a solid foundation for deeper data analysis. Our analysts can enhance this report and implement the following:

Improved attribution models

Implementation of data-driven attribution or models that take into account user interactions at different stages of the funnel (funnel-based).

Adding business plan indicators

For more convenient analysis, the report can include planned metrics for each channel and visualize actual performance vs. plan.