In the fast-moving world of e-commerce, reacting quickly to campaign performance can mean the difference between a profitable month and wasted ad spend. For small and mid-sized online retailers running their businesses on Shopify, visibility into metrics like return on ad spend (ROAS), customer acquisition cost (CAC), and conversion rate across platforms can feel like chasing a moving target—especially when marketing data lives in separate silos like Google Ads, Meta Ads, Klaviyo, and Google Analytics.
This was exactly the challenge facing EverEarth Supply Co., a growing eco-conscious Shopify brand selling sustainable home goods. Their marketing team knew the answers were in the data—they just couldn’t see them fast enough.
Enter Looker Studio.
✅ Key Takeaway
Looker Studio helps Shopify sellers improve ROAS by unifying ad, email, and web analytics into a real-time dashboard that informs smarter marketing decisions.
The Company: EverEarth Supply Co.
Founded in 2020, EverEarth Supply Co. sells eco-friendly cleaning products, reusable kitchen items, and low-waste lifestyle accessories via its Shopify storefront. With a small team of five, they grew from weekend Etsy experiments to generating $2.5 million in annual sales by 2024, thanks to savvy digital marketing and influencer collaborations.
Their marketing strategy was performance-driven: Facebook and Instagram ads to drive awareness, Klaviyo emails to nurture and convert, and Google Ads for search intent shoppers. But as their monthly ad spend passed $50,000, their leadership team needed tighter insight into which channels were converting profitably.
“We had so many tools, but no single source of truth. Shopify told one story. Klaviyo told another. Meta Ads performance never quite lined up with reality. We were optimizing in the dark,” said Melissa Chan, the brand’s Growth Marketing Manager.
The Problem: Disconnected Marketing Data
EverEarth’s data stack looked typical for a modern DTC brand:
Shopify for ecommerce orders and checkout data
Meta Ads Manager for paid social performance
Google Ads for search campaigns
Klaviyo for email marketing flows and campaigns
Google Analytics 4 for web engagement metrics
While each platform offered some reporting, they didn’t speak to each other. Klaviyo’s conversions included email click-throughs but missed last-touch ad assists. Google Ads showed high ROAS—but didn’t reflect repeat purchases. And Shopify reports lag behind real-time ad trends.
They tried exporting CSVs and pasting them into Google Sheets, but the process was manual, time-consuming, and error-prone.
“We were downloading five reports every Monday and trying to stitch them together for our leadership meeting,” Melissa explained. “It wasn’t scalable—and it certainly wasn’t real-time.”
The Solution: A Unified Looker Studio Dashboard
EverEarth hired a freelance Looker Studio consultant to build a multi-source dashboard that would let them answer one core question: Where are we spending profitably, and where are we wasting budget?
🔧 Tech Stack & Data Connectors
Google Sheets: Acted as a central warehouse, updated daily via automated CSV imports from Shopify and Klaviyo.
Google Analytics 4: Connected directly to Looker Studio for behavioral metrics and event tracking.
Supermetrics: Used to pull Meta Ads and Google Ads data into Google Sheets.
Looker Studio: Pulled everything together into a single, interactive dashboard.
“We didn’t have the budget for BigQuery or a full data warehouse. Looker Studio let us blend data from multiple sources using Sheets, without paying for enterprise BI tools,” said their consultant.
📊 Key Metrics Tracked
ROAS by Campaign & Channel
Customer Acquisition Cost (CAC)
Conversion Rate by Source
Email Revenue vs. Ad Spend
First-Time vs. Repeat Purchases
Top Products by Revenue, Margin, and Traffic Source
Each data source was normalized in Google Sheets before being blended in Looker Studio, which allowed for apples-to-apples comparisons. The team also set up filters for:
Timeframe (last 7, 30, 90 days)
Campaign name
Geographic region
Device type
The Impact: Better Decisions, Higher ROAS
Within weeks of launching their Looker Studio dashboard, EverEarth’s marketing decisions began to shift.
📉 1. Reduced Unprofitable Ad Spend
They discovered two Instagram campaigns driving high click volume but zero last-click conversions. These campaigns were paused, saving $6,000/month.
📈 2. More Accurate Attribution
By viewing email revenue and ad spend in the same dashboard, the team realized Klaviyo flows were capturing more assisted conversions than originally reported. They re-allocated more spend toward top-of-funnel ads to feed the email nurture sequences.
⏱️ 3. Time Savings for Reporting
Weekly leadership updates dropped from 3 hours of spreadsheet wrangling to 15 minutes of dashboard review.
“The dashboard became our source of truth. If CAC looked high, we could drill down into the campaign, see the ad set, and take action right away,” Melissa said.
💡 4. Smarter Product Bundling
Using product performance data blended with traffic source, the team identified bundles that performed best with repeat customers from email versus first-time buyers from paid social. This led to the creation of two new “starter kits” which quickly became top sellers.
🔍 Visual Mockup Description
The Looker Studio interface featured:
A clean, mobile-responsive layout with filters along the top
A scorecard row showing ROAS, CAC, total spend, and revenue
Bar charts breaking down campaign performance by platform
A conversion funnel visualization comparing traffic → email sign-up → checkout
Time series trend lines showing revenue vs spend by channel
Lessons Learned
Don’t wait for perfect data to build a dashboard. EverEarth started with what they had—Google Sheets, Klaviyo CSVs, GA4—and improved over time.
Use dashboards to enable action, not just observation. Their team made real decisions based on visualized data.
Blending marketing and ecommerce data reveals insights neither source offers alone.
🧠 Conclusion
Looker Studio proved to be the ideal BI tool for EverEarth Supply Co.—affordable, flexible, and powerful enough to bring together marketing and ecommerce data into a single decision-making hub. For Shopify sellers struggling with disjointed reports, building a unified dashboard doesn’t require a data team—just a thoughtful strategy and the right connectors.
As SMBs like EverEarth grow more data-literate, tools like Looker Studio are bridging the gap between spreadsheet chaos and enterprise-level insight.
❓FAQ: Shopify Seller Uses Looker Studio
Q: Is Looker Studio free for Shopify sellers? A: Yes, Looker Studio is free. You may pay for third-party connectors like Supermetrics to pull ad data, but the dashboard tool itself costs nothing.
Q: Can I connect Shopify directly to Looker Studio? A: Not directly. Most users export Shopify data to Google Sheets or use a connector like Supermetrics or Coupler.io to automate imports.
Q: Do I need a data warehouse like BigQuery to use Looker Studio? A: No. Google Sheets can act as your data source, making it ideal for SMBs with small budgets.
Q: What’s the ROI of building a Looker Studio dashboard?A: In this case study, EverEarth saved $6,000/month in wasted ad spend, improved conversion rates, and significantly reduced reporting time.
Q: Can I track ROAS and CAC in real time? A: Yes—if your data sources are updated frequently (via automation), Looker Studio will reflect near-real-time performance.