Connect Google Analytics 4 to Excel Power Query Automatically

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What is Google Analytics 4?

Google Analytics 4 is the latest version of Google's widely-used web analytics platform. It helps enterprise companies measure and analyze their website and app traffic, providing insights into user behavior, conversion rates, and overall performance. By utilizing Google Analytics 4, large organizations can optimize their marketing strategies and make data-driven decisions to drive growth and increase revenue.

What is Excel Power Query?

Excel Power Query is a powerful data transformation and analysis tool available in Microsoft Excel. It allows users to connect to various data sources, including databases, APIs, and online services, to gather and process data for further analysis. Enterprise companies benefit from Excel Power Query's ability to handle large volumes of data, streamline data preparation, and quickly generate insightful reports, visualizations, and dashboards to support decision-making.

Connecting Google Analytics 4 to Excel Power Query

Connecting Google Analytics 4 to Excel Power Query involves several steps:

  • Setting up a Google API Console project and enabling the Google Analytics 4 API. This will provide you with the necessary credentials to access your Google Analytics 4 data from Excel Power Query.
  • Using Excel Power Query's "Get Data" option to establish a connection to the Google Analytics 4 API. You will need to provide the API key and OAuth client ID obtained in the previous step.
  • Creating a custom query in Excel Power Query to request your desired Google Analytics 4 data, such as page views, user sessions, or conversion rates.
  • Applying data transformations in Excel Power Query to clean, filter, and reshape the imported data as needed for analysis and visualization.
  • Building custom reports, visualizations, and dashboards in Excel to analyze and present the Google Analytics 4 data effectively.
  • Alternatively, instead of manually connecting and processing the data, you can use the Improvado solution to automate the entire process, from data extraction to visualization.

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We now rely fully on Improvado for multiple dashboards that we use for day-to-day marketing operations and strategy, as well as for presentations to executive leadership.

Waleed Noury, Senior Media Analyst at Activision
Waleed Noury
Senior Media Analyst
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Connecting Google Analytics 4 to Excel Power Query with Improvado

Improvado is the best solution for connecting Google Analytics 4 to Excel Power Query because it simplifies and automates the entire data pipeline. With Improvado, you don't need to worry about setting up API connections and writing custom queries. The platform handles data extraction, transformation, and normalization, making it easy to access and analyze your Google Analytics 4 data in Excel Power Query. Additionally, Improvado provides a comprehensive data dictionary that includes all available metrics and dimensions, making it simple to choose the right data points for your analysis.

Moreover, with Improvado, you can centralize data from various marketing and sales sources, allowing you to create a holistic view of your business performance. Improvado is highly scalable and can handle large volumes of data, making it perfect for large enterprises. The platform also offers customization, allowing you to tailor your data pipeline according to your specific needs. Lastly, Improvado provides exceptional customer support to ensure a smooth and successful integration between Google Analytics 4 and Excel Power Query.

Summary of connection Google Analytics 4 to Excel Power Query

In summary, connecting Google Analytics 4 to Excel Power Query can be a complex process, but using Improvado makes it simple and efficient. The platform offers scalability, customization, and exceptional customer support, ensuring a seamless integration between these two powerful tools. By leveraging Improvado's capabilities, you can easily process large volumes of data and centralize your marketing and sales data for better decision-making. To learn more about how Improvado can help you connect Google Analytics 4 to Excel Power Query and improve your data analysis, book a call with one of our experts today.

Reliable insights with Improvado

Trusted by the leading data-driven companies, Improvado is an advanced marketing analytics providing businesses with fully automated no-code data pipelines: from data to insights.

  • Reliable data pipeline — automatically get analysis-ready data from hundreds of marketing platforms.
  • Any BI platform — clean and consistent dashboards in Looker Studio, Tableau, and PowerBI.
  • Compliance – HIPAA, GDPR, CCPA, and SOC2 certified, Improvado covers your data pipeline with Enterprise-grade SLA.
  • Best in class Customer Success – dedicated CSMs and Professional Services to build custom data connectors and modify dashboards.
Improvado helps ASUS streamline global marketing reporting.
Illy employs Improvado to unify marketing data from 140 regional branches.
Activision relies fully on Improvado for its marketing dashboard.

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