Integrate Google Analytics data into Excel workbooks – no plugin installation needed. Now also available: an advanced reporting tool based on these functions.

There are various solutions for fetching data from Google Analytics to Excel, as this article in Google’s Analytics blog describes. My approach is to use custom functions to achieve this, whereas the other solutions are Excel plugins you need to install. I think the benefits of this approach are:

  1. Speed: No need to install a plugin that slows down Excel
  2. Ease of use: The functions are used just the same as any of Excel’s built-in functions (like SUM or COUNT). No knowledge of VBA is required!
  3. Easy sharing: The code fetching the data from Google Analytics is embedded in the Excel workbook, so you can send the workbook to others, and they can refresh the GA data or modify the queries without them having to install anything
  4. Flexibility: The query parameters can be outputs from other functions or macros; execution of queries can be controlled with macros
  5. Compatibility: Works in Windows Excel 2003, 2007 and 2010 (maybe older versions too, haven’t tested). For Mac OS X, we provide Supermetrics Data Grabber, which works with Mac Excel 2011 (in addition to Windows Excel versions 2003 and later).
  6. New API features immediately available: Whenever there are new metrics or dimensions added to the Analytics API, you can start fetching them immediately, without needing to wait for a plugin provider to add those to their tool.
  7. Customization: If you know VBA, you can easily modify the functions to fit your specific needs

Getting started

There two options to get started using my solution to import Analytics data to Excel:

  1. To try out an advanced analysis tool created with this technology, take a look at Supermetrics Data Grabber – it automatically creates charts and PowerPoints of your data, and can be used to automate analysis of Google Analytics, AdWords, BingAds and Facebook data
  2. To design reports on your own using our Supermetrics Functions, download the latest version of  this Excel file and start building from there. Just get an authentication token from and copy it to the sheet, and it should automatically load some of your data. I’ve added a few examples on how to use the functions to that file – by modifying it you can create all kinds of reporting solutions. Note that you need to have macros enabled in Excel’s security settings for the functions to work (after changing the settings, you may have to restart Excel).

You can find more information on our product and support pages for Supermetrics Functions.

Lots of thanks for everyone who have helped us develop this by reporting bugs and sharing their ideas.

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