Connect Data from Google Analytics to Excel Power Query

You can get your Google Analytics data into Excel Power Query to make more informed business decisions. This simple and quick guide gives you easy instructions on how you can extract your data from Google Analytics and then analyze it in Excel Power Query. Our Google Analytics to Excel Power Query connector allows you to access your Google Analytics data so you can easily manage various media objects, view metadata, and comments, and get reliable insights and metrics, such as reach, impressions, follower-like ratio, and likes. Integrate your Google Analytics with Excel Power Query to turn your Google Analytics data into actionable insights.

Google Analytics

Google Analytics (GA) is a free web analytics service. The application is great as it provides statistics and several basic analytical tools for marketing and search engine optimization (SEO) purposes. Google Analytics allows website owners to thoroughly analyze their visitors, with the main objective of interpreting and optimizing their website’s performance.

The data offered by Google Analytics is designed particularly for marketing and webmasters. This data helps them gauge the quality of traffic they receive and the effectiveness and efficiency of their marketing efforts. Google Analytics inserts several lines of code in your website’s code for this purpose.

You do not have to install any hardware or software in order to install it as the application is cloud based. Some of the features of GA are data visualization tools, custom reports, and integration with many other Google products, like Public Data Explorer and AdWords.

Excel Power Query

Power Query is a great Excel add-in that you can use for data discovery, combining data coming from multiple sources and reshaping your Google Analytics data. It is an add-in that was introduced in MS Excel 2013 by Microsoft. When you get your data from a file, an external data source, or a data dump/import it comes into MS Excel in a messy and unworkable format.

Excel Power Query is a great way to access, clean, and transform all that messy data and then display it in a way that MS Excel prefers and can work with. Power Query also allows you to search and discover valuable data across the enterprise or from several public data sources that are available online and from a variety of other data sources.

Extracting data

Before loading your data into Excel Power Query, you will have to prep it first. If you don't already have a data structure in which to store the data you retrieve, you'll have to create a schema for your data tables. Then, for each value in the response, you'll need to identify a predefined datatype (INTEGER, DATETIME, etc.) and build a table that can receive them.

Power Query's documentation should tell you what fields are provided by each endpoint, along with their corresponding datatypes.Complicating things is the fact that the records retrieved from the source may not always be "flat" – some of the objects may actually be lists.

In these cases you'll likely have to create additional tables to capture the unpredictable cardinality in each record.

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Preparing data

You can retrieve data programmatically through the Google Core Reporting API. It is available to all users who use the platform. By leveraging Improvado, you can easily and quickly integrate, connect, and see all your GA data flow into Excel Power Query.

Follow the API documentation, and you will enjoy access to endpoints, like impressions, CTRs, and CPC. The main gateway to your Google Analytics (GA) data is known as the Google Core Reporting API, which easily lets you make calls in order to retrieve data.

Loading data

The first thing that you have to do is import your data. All you have to do is go to the Data tab and then press the Get Data command.

Now choose From File and in the resulting menu choose from Workbook. You will now see a file picker menu, and you can navigate to the MS Excel file with the data that you would like to import. Once you have selected the file that you want to import, you will be presented with a Navigator window.

The window will allow you to select the relevant sheets from your workbook which contains the data you want to import. You can see a preview of the data on the right-hand side when you are selecting the sheets. If your workbook has more than one data sheet, which you wanted to import, you can easily select more than one sheet using the Select multiple items checkbox.

Note that this will create a separate query for each sheet that you have selected. This will save you from going through the first couple of steps individually. You can now either choose to Load your data or Edit it.

Keep in mind that if you decide to load the data, then it would load into an Excel Table without any transformations applied. You can also edit the data, and this is where you will be able to apply your data cleaning transformations.

Keeping data up to date

If you've made it this far, congrats! You probably have a written a program or script to extract your data and move it into Excel Power Query.

Now it's time to think about how you will keep this data up-to-date by loading updated or new data. Of course, you can just replicate all your data every time you have updated your records, but that would be extremely manual and time-consuming.

Luckily there is a better way. The key is building your script so that it can sense incremental updates made to the data.

Thankfully, Google Analytics API results include fields so that you can identify those records which are new since the last update you made (or since the most recent record you have copied). Once you have taken new data into consideration, you can easily set your script either as a continuous loop or cron job to pull down new data as soon as it appears.

The Easiest And Fastest Way To Do It

If all this sounds a bit overwhelming, don't worry -- there is an easier way to get this done!

Thankfully, products like Improvado were developed to move data from Google Analytics to Excel Power Query automatically. Using Improvado, you can easily combine the most crucial and relevant data from your social media ad campaign into a dashboard. You can then connect this data to Excel Power Query.