The dashboard integrates data from five primary sources:

• Google Analytics 4 for user behavior and conversion tracking

• Google Search Console for organic search performance and discovery metrics  

• BigQuery for data warehousing and custom query capabilities

• Salesforce CRM for customer lifecycle and revenue attribution

• Proprietary A/B testing platform for experiment tracking and statistical validation

I built custom ETL pipelines in Python to normalize and merge these datasets, creating a single source of truth that updates daily. The visualization layer uses Looker Studio for live dashboards and React.js for interactive components, ensuring both real-time monitoring and deep-dive analysis capabilities.

The attribution model employs a data-driven approach rather than relying on simplistic last-click or first-click logic. By analyzing thousands of customer journeys, the model weights each touchpoint based on its actual influence on conversion probability, revealing the true ROI of different channels and content types.