Tool for visualizing Google Analytics data in a new way

Update: this tool is no longer being developed. For another tool that can do everything this tool can and much more, see GA Data Grabber: GA Data Grabber
To illustrate the kind of stuff that’s possible with my GA-to-Excel functions, I created an Excel application which fetches data from GA and creates charts out of that.
The application can be downloaded here (latest version works also in Excel 2003, though it looks much prettier in 2007).
I think these are a good addition to GA’s built-in charts – using the built-in charts, it’s quite difficult to get a good understanding of how a site’s traffic composition changes over time, as they only display one series at a time. As an example of what my application does, see the image below, which displays the relative country-split of the traffic coming to this site, by week.

While I’m pretty sure the data produced by the application is accurate, this is just something I did very quickly, so please double-check the numbers also in GA, if you’re going to use them for something serious… Note that using the pagepath dimension with a folder level specified may be really slow, because it loops through several queries to get enough data (and if your sites has thousands of unique URLs, the data may anyhow not be fully accurate).

There also an option to apply a smoothing algorithm to the numbers, so it’s easier to spot trends. The Excel function for this LOESS algorithm was created by someone named Nick – I found it from here.

8 Responses to “Tool for visualizing Google Analytics data in a new way”

  1. Sharif L abo

    this doesn’t work on a mac right. any ideas for what I could use that will also allow me to download custom segments. most of my work is based around this. Good work with the app though!

  2. Mikael Thuneberg

    Yeah it only works on PC, because the current Mac Office doesn’t support VBA.

    The custom segments created within the GA user interface are not yet available through the API – once Google makes them available I will add them to this app.

  3. Rajesh

    Hi Mikael, this is a very cool bit of code!

    Tell me, do you have any ideas on how this might be used to aggregate the same data from multiple profiles.

    We have about 60 profiles and are finding it difficult to sum this data together in a time efficient manner. At the moment it is a matter of pulling the data for the same date range from each profile individually bringing each data set into a spreadsheet and then getting the spreadsheet to do the “sum”.

    I’m convinced that there are easier ways, but frankly my command of VB is too rudimentary to enable me to do it myself.



  4. Mikael Thuneberg

    Hi Rajesh,

    Maybe this file isn’t the best starting point for aggregating data from multiple accounts. It’s quite simple to build such a workbook from scratch – it doesn’t require any VBA skills, just some basic Excel skills on how to use functions. I’m going to publish a tutorial on how to use the functions soon, that will probably help you get forward with building the kind of reporting solution you need. You may also contact me by email if you’d like me to build a customized solution for you.


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