GP6: GA4 → Looker Studio Dashboard

CPP Farm Store — Fresh This Week Campaign Measurement

Author

Seis Leches — Jake Evans, Mickyas Shawel, Tim Arana, Luis Berumen

Published

August 11, 2026

1 Overview

This dashboard evaluates how CPP Farm Store could measure the success of its omnichannel “Fresh This Week — Grown at Cal Poly Pomona” campaign (established in GP4) and the ecommerce experience built out in GP2/GP3. Because CPP Farm Store’s live Shopify Prototype (GP2) — ecommerce pages and simulated customer journey store does not yet have production GA4 traffic, this report uses a simulated GA4-style dataset, clearly labeled as such throughout.

This report represents the final measurement stage of the semester-long consulting project. GP1 identified customer journey challenges, GP2 developed the Shopify Prototype (GP2) — ecommerce pages and simulated customer journey storefront, GP3 expanded digital product visibility through Google Merchant Center (GP3) — product categories and campaign structure, GP4 created the Fresh This Week campaign strategy, GP5 developed campaign-ready creative assets, and GP6 evaluates the effectiveness of those efforts using a simulated GA4 reporting framework.

Key question: How should CPP Farm Store measure the success of its omnichannel campaign and ecommerce efforts?

2 Dashboard Users

The dashboard is designed for:

  • CPP Farm Store manager — high-level performance and revenue trends
  • Marketing/campaign manager (our consulting team) — channel-level campaign performance
  • Ecommerce manager — product page engagement and checkout funnel behavior

Each audience needs a different depth of detail, which is why the dashboard is organized into an executive summary layer plus deeper diagnostic sections.

3 Measurement Objectives

Tied directly to the GP4 campaign plan and GP3 product feed:

  • Measure website traffic before vs. after the “Fresh This Week” campaign launch
  • Track product page engagement across the 6 GMC product categories
  • Monitor paid, social, and email campaign performance
  • Compare channel effectiveness (Organic, Paid Search, Social, Email, Direct, Referral)
  • Track conversion behavior
  • Evaluate which campaign assets (Instagram, Email, Website Banner) generated the strongest customer response through the funnel (view → cart → checkout → purchase)
  • Measure store pickup interest as a proxy for omnichannel (online-to-offline) success

4 KPIs Selected

KPI Why it matters
Sessions / Users Baseline traffic volume, campaign reach
New vs. Returning Visitors Campaign’s ability to attract new customers vs. retain existing ones
Product Page Views Interest in specific product categories from GP3 feed
Add-to-Cart Rate Early purchase intent
Checkout Starts Funnel drop-off diagnostic
Purchases / Conversion Rate Bottom-line campaign effectiveness
Revenue Simulated revenue impact of the campaign
Campaign Clicks / CTR Paid Search, Social, Email ad performance
Email Signups Lower-funnel engagement / retention pipeline
Store Pickup Interest Omnichannel behavior — online research, offline pickup

KPIs were chosen to answer specific business questions from the campaign plan rather than included simply because they were available in the dataset.

5 Data Sources

  • GA4 (simulated): 30 days of session, engagement, and funnel data across 6 traffic channels (June 1–30, 2026), reflecting a campaign launch around day 10. Simulated — no live GA4 property connected to the CPP Farm Store Shopify Prototype (GP2) — ecommerce pages and simulated customer journey store yet.
  • Shopify Prototype (GP2) — ecommerce pages and simulated customer journey (GP2): informs which pages/products are being measured
  • Google Merchant Center (GP3) — product categories and campaign structure (GP3): informs the 6 product categories tracked in the product performance section
  • Campaign plan (GP4): informs which channels and KPIs matter

6 Dashboard Sections

  1. Executive Summary — top-line scorecards (sessions, revenue, conversion rate, store pickup interest)
  2. Traffic Acquisition — sessions/users by channel, trended daily, before/after campaign launch
  3. Product Performance — product page views and add-to-cart by category
  4. Campaign Performance — clicks, CTR, and spend efficiency by paid channel
  5. Customer Behavior Funnel — view → cart → checkout → purchase, with drop-off rates
  6. Recommendations / Action Items

8 Interpretation

What is performing well? Paid Search is the strongest campaign channel in the dashboard, generating the highest click-through rate among the three paid/campaign channels tracked (Paid Search, Social, Email). Traffic overall shows a clear lift following the “Fresh This Week” campaign launch on June 10 — visible directly in the Traffic Acquisition trend chart, where all channel lines step up after the marked launch point.

What needs improvement? The customer behavior funnel shows steep drop-off at every stage: of 382 product page views, only 59 resulted in an add-to-cart (~15%), 26 of those progressed to checkout (~44%), and just 3 converted to a purchase (~12% of checkout starts). The steepest single drop is between product page views and add-to-cart — meaning most visitors are browsing but not engaging with specific products enough to act. This is the highest-leverage stage to address.

Which product or channel deserves more attention? Paid Search deserves the most attention going forward — it converts checkout starts to purchases better than Social or Email in the campaign performance table, despite Social generating more raw clicks. Reallocating a larger share of the campaign budget toward Paid Search, while testing why Social traffic isn’t converting at a comparable rate, is the clearest opportunity in the data.

What should CPP Farm Store do next? Building on the GP4 campaign plan, the next step is to address the page-view-to-cart drop-off directly — for example, testing clearer call-to-action placement on product pages, or highlighting the “Grown at Cal Poly Pomona” story closer to the add-to-cart button to reinforce the local sourcing message from the campaign. On the channel side, shifting incremental budget toward Paid Search (where it is currently outperforming Social and Email on conversion) is a low-risk next move.

Data limitations: This dashboard uses simulated GA4 data because CPP Farm Store’s Shopify Prototype (GP2) — ecommerce pages and simulated customer journey store is a development-stage practice site without live customer traffic. Absolute numbers (sessions, revenue, purchases) are illustrative rather than actual performance; the KPI structure, funnel logic, and channel comparisons are what should carry over once a real GA4 property is connected post-launch.

10 Appendix

  • Looker Studio Dashboard
  • Shopify Prototype

11 Appendix