Fluxx Tech
Most SEO reporting is a monthly PDF nobody reads. A live dashboard the client or owner can open any day, with the five numbers that matter, works better and takes an afternoon to build.
Looker Studio is free, connects directly to Search Console and GA4, and produces a shareable link.
What you can connect
Source | Gives you |
Google Search Console | Impressions, clicks, CTR, position, queries, pages, countries, devices |
Google Analytics 4 | Sessions, users, engagement, conversions, landing pages |
Google Ads | Spend, clicks, conversions |
Google Sheets | Rankings from any tool, manual data, targets |
Google Business Profile | Via a connector or exported data |
The Search Console connector offers two tables: Site impression (totals, no query detail) and URL impression (page-level). Use URL impression when you need page data; use Site impression for clean totals.
A four-page dashboard
Page 1 — Overview
Six scorecards across the top, each with a comparison to the previous period:
• Clicks
• Impressions
• Average CTR
• Average position
• Organic sessions (GA4)
• Organic conversions (GA4)
Below them:
• A time series of clicks and impressions, last 12 months
• A table: top 10 pages by clicks, with change
• A table: top 10 queries by clicks, with change
That one page answers “how is SEO going?” in ten seconds.
Page 2 — Queries
• Full query table: clicks, impressions, CTR, position
• A filter control for position range, so you can isolate 8–25 and see striking-distance opportunities. See our striking distance guide
• Branded versus non-branded split, using a filter on your brand name. See our branded search guide
• A scatter chart: position against impressions, to spot high-impression, low-position queries
Page 3 — Pages
• Landing page table: clicks, impressions, position, and GA4 conversions joined where possible
• Pages that lost clicks compared with the previous period, which is your refresh list
• New pages and how they are performing
• A section filter, so you can look at /blog/ or /services/ separately
Page 4 — Local and technical
• Clicks by device
• Clicks by country or region
• Rankings pulled from a Google Sheet, if you track specific keywords
• Core Web Vitals or indexing counts, maintained in a Sheet if you want them visible
Controls worth adding
• Date range control on every page, defaulted to last 28 days
• Comparison set to previous period or previous year
• Page or section filter
• Device filter
• Query contains search box, so anyone can look up a term
Controls turn a static report into something people explore, which is what makes them open it again.
Branded versus non-branded
Create a calculated field or a filter:
Query contains "fluxxtech" OR "fluxx tech" → Branded
Everything else → Non-branded
Report them separately. Total traffic rising because your brand searches rose is a different story from non-branded traffic rising, and only the second proves SEO is working.
Things that trip people up
Search Console data lag. Data is typically a couple of days behind. Set the default range to end two or three days ago so the last bar is not artificially low.
Sampling and row limits. Very large sites hit limits in the connector. Filter by section rather than loading everything.
GA4 and Search Console will not match. Different measurement, different definitions. Do not try to reconcile them; use each for what it does well.
“Average position” is an average. A position of 14.2 can be position 3 for one query and 40 for another. Never report it as a single health metric without context.
Data freshness and caching. Looker Studio caches. If numbers look stale, refresh the data, and understand the refresh interval on your data sources.
Sharing. Share by link with view access, or schedule an emailed PDF. Check what the recipient can see; sharing a report does not share the underlying account access, but be deliberate about it.
Keep it to one screen per page
The most common mistake is building twenty charts because the data exists. A dashboard with six numbers people act on beats forty charts nobody reads.
Ask for each chart: what decision does this change? If the answer is none, remove it.
Templates
Looker Studio has a gallery of community templates, including SEO ones. Starting from a template and editing it is faster than building from scratch, provided you strip out what you do not need.
A monthly rhythm with the dashboard
• Weekly: glance at overview scorecards, check nothing has dropped sharply
• Monthly: review the query page for striking-distance opportunities, review pages that lost clicks
• Quarterly: compare year on year, review branded versus non-branded trend
See our SEO report template for what to put in the written commentary around it.
Frequently asked questions
Is Looker Studio free? The product is free to use with these connectors. Some third-party connectors charge.
Can I show client data without giving account access? Yes, by sharing the report rather than the data source credentials. Configure the data source owner’s credentials carefully and verify what viewers can see.
Can I track keyword rankings in it? Not natively beyond Search Console’s average position. Export from your rank tracker into a Google Sheet and connect that.
