12.17. Parameter Example: The Journey Framework

Let's dive into a real-life example of how parameters can be used effectively in Looker Studio. This example comes from JJ Reynolds, a participant in a previous live cohort, who has used parameters to streamline his business.

The Business Case

JJ runs paid traffic campaigns, specifically Facebook ads, for various businesses. He designed a public-facing Looker Studio report that he can share with potential clients to showcase the effectiveness of his campaigns.

Interactive Report Components

The report includes the following customizable inputs:

Number of monthly visitors: The prospect can enter the number of visitors their website receives each month.
Expected revenue per sale: The prospect can input the amount they expect to make from each sale, which might be the price of their product.
Confidence level: The prospect can indicate their level of confidence in their product's appeal, which adjusts some numbers in the funnel calculation.
Cost per landing page view: The prospect can enter how much they're willing to pay for each landing page view, based on their experience or expectations.

The report then processes these inputs, simulating the flow of traffic through the funnel and ultimately making a purchase on the website.

Conditional Formatting and Qualification

Using conditional formatting, the report highlights whether the prospect qualifies to work with JJ. If their expected return on investment (ROI) meets the criteria, the report encourages them to contact JJ to discuss further. This feature helps JJ connect with more qualified leads, increasing the likelihood of closing deals.

For example, if a prospect is paying $2 per landing page view for a $7 product, something may be off in their calculations. In this case, the report would flag the issue, allowing the prospect to adjust their inputs and determine if working with JJ would be a good fit.