Key takeaways
- Looker Studio is Google Data Studio. Google renamed it in October 2022 and went back to Data Studio in April 2026. Existing reports moved over automatically.
- It is free for individual reports. Connect Search Console for visibility and GA4 for leads.
- The Search Console connector has two tables: site level and page level. Use one data source for each.
- Build four pages: summary, search visibility, pages and leads. Put the business result first.
A Looker Studio SEO report is useful only if it shows what my guide on what an SEO report should show describes: leads first, then visibility, then the work done. This article is the hands-on part: which tool, which connectors and how to lay out the pages so the report answers questions instead of decorating them.
Is Looker Studio the same as Google Data Studio?
Yes, it is the same product with three names over time. It launched as Google Data Studio, Google renamed it Looker Studio in October 2022, and in April 2026 Google announced it would be called Data Studio again. Google said existing reports, data sources and users would move to the new experience with no action needed.
The 2022 change is recorded in Google's release notes for 2022, dated October 11, 2022. The return to the old name was announced on the Google Cloud blog on April 10, 2026, which also says the no-cost version continues for individual analysis and reports, and a paid Pro edition exists for teams. Google's documentation now carries a notice that Looker Studio is now called Data Studio. I use both names in this article because most tutorials and searches still say Looker Studio.
How do you connect Search Console and GA4?
Create a new data source, choose the Search Console connector, pick your site, a table and the search type, and click Connect. Repeat with the Google Analytics connector and choose your GA4 property. You need at least view access in Search Console and Read and Analyze access in GA4, using the same Google account.
Google's page on how to connect to Search Console explains the two tables. Site Impression aggregates data for the whole site; URL Impression aggregates it by page. One data source can use only one table, so create two if you want both. For GA4, the Google Analytics connector page lists the Read and Analyze requirement and two limits worth knowing: GA4 segments and comparisons are not available through the connector, and heavy reports can hit Google Analytics API quotas and show errors.
| Data source | Connector and table | What you will use it for |
|---|---|---|
| Site visibility | Search Console, Site Impression, Web | Clicks, impressions, CTR and average position over time |
| Page visibility | Search Console, URL Impression, Web | Which pages and queries bring visits |
| Leads and behavior | Google Analytics (GA4 property) | Organic sessions and key events such as calls, forms and bookings |
What pages should an SEO report in Looker Studio have?
Four pages are enough for most businesses: a one-screen summary with leads and clicks against last year, a visibility page from Search Console, a pages and queries page, and a leads page from GA4. Add a text box with the work done and next steps. More pages usually means less reading.
- Summary. Scorecards for organic leads, organic sessions, clicks and impressions, each compared with the previous period and the same period last year. One line chart of clicks over 16 months if you have the data.
- Visibility. From the Site Impression source: clicks and impressions by month, CTR and average position. A device breakdown is often useful.
- Pages and queries. From the URL Impression source: a table of landing pages with clicks, impressions and CTR, and a query table filtered to exclude your brand name.
- Leads. From GA4: key events from organic search by landing page. This is the page owners care about most and the one most often missing.
The metric definitions in the visibility pages come from Google's Performance report, so the numbers match what you see in Search Console. If they do not, check that the search type and date range are the same in both.
Filters and settings that make it readable
One date control
Put a single date range control on every page and set comparisons to the previous year.
Brand vs non-brand
Create a filter that excludes queries containing your brand. Non-brand growth is SEO's real job.
Per location
If you have several locations, filter by landing page folder so each one sees its own numbers.
Short labels
Rename fields in plain words: Visits from Google, not Url Clicks.
Trends over snapshots
Line charts by month beat single numbers that move with the weather.
A notes box
A text box with the work done and next month's plan turns a dashboard into a report.
A dashboard updates itself; a report also explains. When I built an in-house SEO platform for a business group, the dashboards were the easy part. The value came from alerts when something dropped and from notes that said why. In Looker Studio, a simple text box updated each month does that job.
Who should own the report and the data?
You should. Create the Search Console property, the GA4 property and the report with an account your business controls, then share them with your provider. If a provider builds the report in their own account, you can lose it, and your history with it, the day the contract ends. Sharing is free and takes a minute.
Google explains how to give access in Search Console and in Google Analytics. In the report itself, use the Share button and give the provider edit access. When I take over an account, the first thing I check is who owns each of these pieces.
Building it yourself or getting help
A simple version of this report takes an afternoon to build and pays off every month after. If your report needs data from call tracking, a CRM or several sites, or if nobody has set up the GA4 events for calls and forms, that is where help saves time. Through SEO consulting I can build the report with you or review the one your agency sends (hourly at USD 25). For what each number should tell you, go back to what an SEO report should show, read the Search Console guide, or book the free 30-minute diagnosis from the home page.
Frequently asked questions
Is Looker Studio free?
The standard version is free for individual reports and dashboards. Google sells a Pro edition for teams that need more control.
Will my old Looker Studio reports keep working?
Google said existing reports, data sources and users move to the renamed Data Studio with no action on your part.
Why do my report numbers differ from Search Console?
Usually a different date range, search type or table. Site and URL tables aggregate data differently, so their totals can differ.
Can I add Business Profile data?
Not with a Google-made connector covered here. Many people export it or use a partner connector; check the data source before you rely on it.
How often should I look at the report?
Once a month is enough for most businesses, with a quick look after major site changes.
About the author
Juan José Giraldo is an SEO consultant in Medellín, Colombia, with 5+ years of experience. He works on technical and local SEO for 600+ US car dealerships at Reunion Marketing, an Inc. 5000 agency, and supervises the SEO of 18 US online stores with more than 3 million products at Prontomowers. Read more · LinkedIn.
Sources
- Google Cloud Blog, Data Studio returns as new home for Data Cloud assets (April 10, 2026)
- Google Cloud Documentation, Data Studio release notes (2022)
- Google Cloud Documentation, Connect Looker Studio to Search Console
- Google Cloud Documentation, Connect Data Studio to Google Analytics
- Search Console Help, Performance report (Search results)
- Search Console Help, Managing owners, users, and permissions
- Analytics Help, Add, edit, and delete users and user groups