Promotional graphic for TastyLab featuring a chef plating food with the text ‘Get Loose in the Kitchen w/ Pro Chefs’ on a bright orange background.
Turning raw data into actionable marketing decisions

GA4 Dashboard for TastyLab

  • Analytics
  • GA4
  • Reporting
  • Funnel optimization
  • Insights

🏪 Client Context

TastyLab is an online cooking class platform offering live and on-demand sessions with professional chefs. It serves a mix of home cooks, food enthusiasts, and aspiring professionals.

The platform runs digital campaigns across social ads, Google Search, and email newsletters but struggled to understand:

  • Which channels drove the highest-quality traffic
  • Where in the sign-up funnel users dropped off
  • Schedule: 4-week summer promo window

This is a fictional project developed to demonstrate my ability to design a GA4 dashboard, interpret data, and translate insights into strategic marketing recommendations.

Colorful food ad for grilled fish tacos with chef Chelsea Kyle, featuring vibrant typography and taco imagery for TastyLab.
Creative food poster for Spaghetti alla Carbonara by TastyLab, featuring photo typography and the tagline ‘Messy but Worth It.’
Cooking instructor preparing ingredients in a kitchen next to a TastyLab social media post promoting online cooking classes.

🔍 The Opportunity

TastyLab’s marketing team had plenty of campaign data, but no centralized dashboard to connect traffic, engagement, and conversions.

This meant missed opportunities to:

  • Identify low-performing pages
  • Reallocate ad spend more effectively
  • Improve mobile experience for learners

🎯 The opportunity? Build a custom GA4 dashboard with a connected Insights Report to reveal where to optimize the funnel and boost sign-ups.

🛠️ Tools & Platforms Used

  • Google Analytics 4 – dashboard creation, funnel tracking
  • Google Tag Manager – event setup & conversion triggers
  • Google Sheets – KPI overview sheet & modeled data
  • Figma – dashboard mockups for presentation
  • Looker Studio – insights summary visuals

🚀 Execution

1. Dashboard Setup

  • Views Included: Acquisition (traffic by channel), Engagement (bounce rate, session depth), Conversion Funnel (class detail → add to cart → sign-up), and Audience (device & demographics).
  • Bidding: Maximize Conversions with Enhanced CPC
Overview of marketing dashboard showing traffic sources, conversion data, and key performance insights for TastyLab.

2. KPI Overview Sheet

Modeled baseline data for a 30-day period:

Key KPIs with values and insights
KPI Value Insight
Total Sessions 12,500 Strong traffic from Paid Social (45%)
Avg. Bounce Rate 52% High on mobile (65%) vs desktop (40%)
Class Detail Page Views 4,800 Healthy curiosity but big drop-off next step
Funnel Conversion Rate 9.6% 1,200 sign-ups out of 12,500 visits
Cost per Acquisition $18.50 Paid Social underperforming vs. Search
Analytics dashboard displaying key performance indicators such as total sessions, conversion rate, and cost per acquisition.

3. Insights & Recommendations

  • 📉 Funnel Drop-Off at Class Detail Pages
    • 40% of users abandoned after viewing details.
    • ✅ Recommendation: Improve landing pages with testimonials, chef bios, and simplified CTAs.
  • 💸 Paid Social Traffic Not Converting
    • Social Ads = 45% of traffic but <10% of conversions.
    • ✅ Recommendation: Shift budget to Google Search Ads & retargeting campaigns.
  • 📱 Mobile Underperformance
    • Mobile bounce rate (65%) significantly higher than desktop (40%).
    • ✅ Recommendation: Optimize mobile UX: faster load speed, shorter sign-up form.
Comprehensive marketing analytics report with traffic sources, engagement metrics, conversion funnels, and audience data.

📊 Results

Modeled outcomes assuming optimizations were implemented.

  • 🚀 +20% increase in conversions after landing page & funnel fixes
  • -15% bounce rate on mobile after UX optimization
  • 💰 +25% ROAS improvement after reallocating ad budget to high-intent channels

🧠 What I Learned

  • Dashboards are only step one. The real value is connecting metrics to business decisions.
  • Funnel visualization reveals hidden leaks. Class detail pages became the main optimization point.
  • Mobile-first thinking is essential. Even for niche platforms like cooking classes, most users arrive on their phone.
  • Data storytelling matters. Presenting insights visually helped stakeholders understand priorities quickly.