Everyone’s talking about how AI is changing search. But are you actually measuring it? This workshop teaches you to build Looker Studio reports that don’t just look good, but they answer the questions your stakeholders are asking right now, including: Is AI Overview traffic worth anything? Which AI tools are sending visitors to my site? What’s actually replacing the organic clicks we’re losing?

Why choose this workshop?
AI has made analytics messier and more important at the same time. Pre-packaged dashboards weren’t built for the reality of 2026 search, where traffic comes from ChatGPT referrals, AI Overviews, and featured snippets alongside traditional organic and paid sources. This workshop teaches you to build reports from strategy first so you can answer your specific questions, not just display whatever data is easiest to pull.

The workshop is broken into four hands-on sections: question-driven report design, Looker Studio fundamentals, data blending, and advanced features like calculated fields and parameters. AI traffic measurement is woven throughout as a real-world example, so you’ll leave knowing how to report on the metrics that matter most right now.

What you’ll be able to do after this workshop:

• Build Looker Studio dashboards from scratch, designed around actual business questions rather than available data
• Measure and report on traffic from AI tools, AI Overviews, and other emerging traffic sources using GA4
• Blend GA4, Google Search Console, and other data sources to tell a complete story
• Create calculated fields and parameters that make your reports dynamic and useful for decision-making
• Stop maintaining reports nobody reads and start building ones people rely on

Requirements:

• Bring a laptop with access to at least one GA4 property, one Google Search Console property, and ideally one Google Ads account. (The Google Demo GA4 property cannot be used due to quota limits.)
• No prior Looker Studio experience required, but you should have working knowledge of GA4 and Google Search Console.
• Bring a report you’re not happy with—the instructor will provide individualized advice depending on time.

Who should attend?
If you’re a marketer, analyst, or agency professional who needs to report on performance and you’re tired of dashboards that don’t answer the questions people are actually asking—especially now that AI has complicated what “traffic” even means—this workshop is for you.