Supermetrics for Excel
Connect Google Analytics 4 to Microsoft Excel — Web Analytics Workbooks
Pull GA4 web analytics into Excel for deeper analysis than Explore reports allow. Build pivot tables that slice traffic by source, landing page, and device. Use SUMIFS to calculate custom engagement metrics, conditional formatting to flag traffic drops, and Power Query to merge GA4 data with ad spend from other platforms.
Why Connect Google Analytics 4 to Microsoft Excel?
Get your GA4 data flowing into Microsoft Excel with automatic refreshes and zero manual work.
Traffic analysis beyond GA4 Explore
Pull GA4 data into Excel where there are no row limits, no sampling, and full pivot table power. Analyze sessions with XLOOKUP, SUMIFS, and dynamic arrays.
Landing page scorecards
Rank every landing page by engagement rate and conversion rate with conditional formatting. Data bars and icon sets surface underperformers instantly.
Channel blending with ad platforms
Pull GA4 traffic data alongside Google Ads and Facebook Ads spend on different worksheets. XLOOKUP connects sessions and conversions to ad cost for true ROI.
How to Connect Google Analytics 4 to Microsoft Excel
Three steps. Under two minutes. Zero code.
- 1
Install the Supermetrics add-in
Get Supermetrics from the Microsoft AppSource store or search for it inside Excel's Add-ins menu. You can also use Supermetrics Hub for Excel Online.
- 2
Select your data source
Open the Supermetrics panel, choose your data source, and authorize your account through a quick OAuth sign-in.
- 3
Build your query and get data
Pick your metrics, dimensions, date range, and filters. Click "Get data" — results appear directly in your Excel cells, ready for pivot tables and charts.
Report Templates for Google Analytics 4 in Microsoft Excel
Pre-built spreadsheet reports you can use as starting points. Customize with your own metrics, filters, and formatting.
Traffic Source Performance Matrix
Pivot table workbook breaking down GA4 traffic by source/medium and landing page. Slicers filter by device and country while conditional formatting highlights top-converting channels.
Landing Page Scorecard
Rank every landing page by engagement and conversion metrics using conditional formatting and icon sets. Dynamic arrays build an auto-updating leaderboard.
What Google Analytics 4 Data Can You Pull into Microsoft Excel?
Supermetrics gives Microsoft Excel access to your full GA4 reporting data — metrics and dimensions you already know from the GA4 interface.
Key Metrics
- Sessions
- Users
- New users
- Active users
- Views
- Engagement rate
- Average engagement time
- Bounce rate
- Conversions
- Conversion rate
- Revenue
- Event value
- Event count
- Transactions
- Ecommerce purchases
Key Dimensions
- Page path
- Source / Medium
- Campaign
- Channel group
- Device category
- Browser
- Country
- City
- Landing page
- Referrer
- Event name
View all Google Analytics 4 fields, metrics, and dimensions →
Resources & Guides
Why Supermetrics for Microsoft Excel?
The trusted marketing data platform since 2009. 200,000+ companies use Supermetrics — 15% of global ad spend flows through our connectors.
Reliability & Depth
The most trusted marketing data connector for Excel — used by 200,000+ companies. Supermetrics covers more metrics and dimensions per source than any alternative, with the scheduling reliability enterprises depend on.
170+ Data Sources, One Workbook
Connect Google Analytics 4 alongside 170+ other platforms in the same Excel workbook. Blend data across sources with built-in joins, currency conversion, and campaign name normalization — no manual copy-paste, no formula errors.
Flexible Query Builder
The Supermetrics sidebar lets you build custom Google Analytics 4 queries without any coding. Pick metrics, dimensions, filters, and date ranges — get exactly the data you need.
Enterprise Security
SOC 2 Type II certified. GDPR compliant. OAuth authentication. Your data is encrypted at rest and in transit.
Scheduled Refreshes
Set up automatic data refreshes — hourly, daily, or weekly. Your Google Analytics 4 reports stay current without anyone clicking a button. Add email delivery to distribute reports automatically.
Unsampled Data
Get your complete Google Analytics 4 dataset without sampling. Every session, every keyword, every page — full-fidelity data for accurate analysis.
Frequently Asked Questions
How do I connect Google Analytics 4 to Microsoft Excel?
Install the Supermetrics add-in from the Microsoft AppSource store, open it in Excel, select Google Analytics 4 as your data source, authorize your account, and click "Get data." Your data lands directly in your worksheet cells — no CSV downloads or copy-pasting required. The add-in works in both Excel Desktop (Windows) and Excel Online via Supermetrics Hub.
Is my Google Analytics 4 data secure in Excel?
Yes. Supermetrics uses OAuth authentication for Google Analytics 4 — your credentials are never stored in the workbook file. All data transfers are encrypted in transit, and Supermetrics is SOC 2 Type II certified and GDPR compliant. Workbook-level security and SharePoint permissions give you full control over who can view the data.
Can I combine Google Analytics 4 data with other data sources in the same workbook?
Absolutely. Supermetrics connects 170+ data sources to Excel. Pull Google Analytics 4 data into one worksheet and Google Ads data into another, then use XLOOKUP, SUMIFS, pivot tables, or Power Query to blend and compare across sources — all inside the same workbook.
What Google Analytics 4 metrics can I pull into Excel?
You can access all standard Google Analytics 4 reporting metrics through Supermetrics, including Sessions, Users, New users, Active users, Views, and more. Both metrics and dimensions are available, and the data drops into regular Excel cells so you can immediately use pivot tables, charts, and formulas on it.
Can I schedule automatic data refreshes for Google Analytics 4 in Excel?
Yes. Through Supermetrics Hub, you can schedule automatic refreshes — daily, weekly, or monthly — so your Google Analytics 4 data stays current without manual work. You can also set up automatic email delivery to send refreshed workbooks to stakeholders as Excel files or PDFs.
Can I avoid data sampling when pulling GA4 into Excel?
Supermetrics pulls data through the GA4 API. To minimize sampling for large date ranges, use shorter date ranges or pull data in daily increments using append mode in Supermetrics Hub.
How do I connect GA4 conversions to ad spend in Excel?
Pull GA4 data with source/medium dimensions on one worksheet and ad platform spend on another. Use XLOOKUP or Power Query to join by campaign name or UTM parameters, then calculate ROAS.
Also Connect to Microsoft Excel
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