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STARLUXE
For US e-commerce teams

Looker Studio and BigQuery dashboards for US e-commerce brands

A dashboard is only as good as the data under it. We load Shopify, GA4, Meta, Google Ads, TikTok and Klaviyo data into BigQuery, model it into consistent tables, and build Looker Studio dashboards on top that load fast and never sample.

For US brands we build the numbers the way US finance and growth teams read them: revenue net of sales tax, contribution margin after shipping and fees, blended and new-customer CAC, and LTV by cohort.

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What US brands need to get right

Revenue the way finance counts it

Sales tax is collected for the states, not earned, so it comes out of revenue; refunds, discounts and shipping are shown separately. Marketing and finance then see the same figure.

Margin, not just ROAS

Contribution margin after product cost, shipping, payment fees and ad spend shows which channels and products actually make money, which ROAS alone hides.

Your time zone and fiscal calendar

Days are cut in your store’s time zone, and weeks, months and quarters follow your fiscal calendar, including retail 4-5-4 calendars if you report on one.

Peak season ready

Black Friday to Cyber Monday and holiday trading need hourly views and year-over-year comparisons aligned by day of week. We build those in before the season, not during it.

Marketplace and retail channels

Amazon, Walmart Marketplace, TikTok Shop and wholesale can sit next to your Shopify store in one dashboard, so channel decisions use the whole business.

Owned by you

The BigQuery project, the models and the dashboards live in your Google account. Nothing depends on a paid connector you cannot see into.

ProblemSolution

Before and after, for a typical US store

What we most often find in a US setup, and what it looks like once it is fixed.

Executive dashboard · US store
4 issues
Marketing and finance report different revenue
Revenue includes sales tax
Yes
Days and periods cut by
UTC, calendar months
Headline channel metric
Platform ROAS
Amazon and wholesale
Separate spreadsheets
Executive dashboard · US store
Healthy
One revenue figure, net of sales tax, in store time
Revenue includes sales tax
No
Days and periods cut by
Store time, fiscal calendar
Headline channel metric
Contribution margin
Amazon and wholesale
Same dashboard

Drag to compare. Illustrative example of a typical account, not a specific client.

  1. Problem

    Revenue includes the sales tax collected for the states, so it never matches finance

    Solution

    Revenue net of sales tax, with refunds, discounts and shipping shown separately

  2. Problem

    Days are cut in UTC and periods by calendar month, not by your store and fiscal year

    Solution

    Days in your store’s time zone and periods on your fiscal calendar, including retail 4-5-4

  3. Problem

    Channels are judged on platform ROAS, which hides shipping, fees and product cost

    Solution

    Contribution margin by channel and product, after product cost, shipping, fees and ad spend

  4. Problem

    Amazon, Walmart Marketplace and wholesale live in separate spreadsheets

    Solution

    Marketplace and wholesale data loaded next to Shopify, in the same dashboard

What you get

  • BigQuery set-up in your Google Cloud account, with the GA4 export enabled
  • Scheduled loads from Shopify, ad platforms, Klaviyo and marketplaces
  • Modelled tables for orders, customers, cohorts, spend and margin
  • An executive dashboard plus channel, product and retention views in Looker Studio
  • Metric definitions documented, so every number can be traced
  • Training for your team and a handover of everything we build

How it works

  1. 01

    Define

    We agree every metric with you first: what counts as revenue, margin, a new customer and CAC.

  2. 02

    Load

    Sources are connected to BigQuery on a schedule, with checks that alert when a load fails.

  3. 03

    Model

    Raw tables become clean, tested models that every dashboard reads from.

  4. 04

    Visualize and hand over

    Dashboards built with your team, then documented and handed over with training.

Frequently asked questions

Why not connect Looker Studio straight to GA4 and Shopify?

Direct connectors hit API quotas, sample data and cannot join orders with ad spend or costs. Loading into BigQuery first makes dashboards fast, unsampled and able to show margin and LTV.

How much does BigQuery cost for a typical store?

For most e-commerce brands storage and queries stay within a small monthly amount, often inside Google’s free tier at the start. We design tables and dashboards to keep query costs low.

Looker Studio or Looker?

Looker Studio is free and right for most marketing and executive dashboards. Looker adds a governed semantic layer for larger teams. Both read the same BigQuery models, so you can move later.

Can you include Amazon and wholesale data?

Yes. Amazon, Walmart Marketplace, TikTok Shop and wholesale or ERP exports can be loaded and reported next to your direct-to-consumer data.

You are based in India: how does the work run with a US team?

Metric definitions are agreed in writing, the build happens asynchronously, and reviews and training are scheduled to overlap with your working day.

Start with a free audit

Tell us about your store and stack. We review it and send back a prioritized list of what to fix first.

Start With an Audit