Supermetrics for Excel
Connect Semrush Analytics to Microsoft Excel — SEO Research Workbooks
Pull Semrush analytics data into Excel for competitive SEO research. Build pivot tables that compare organic keywords, traffic estimates, and domain authority across competitors. Conditional formatting highlights keyword gaps and ranking opportunities.
Why Connect Semrush Analytics to Microsoft Excel?
Get your Semrush data flowing into Microsoft Excel with automatic refreshes and zero manual work.
Competitor keyword gap analysis
Pivot by keyword and domain to compare your organic positions against competitors. Conditional formatting highlights keywords where competitors outrank you and keywords you own exclusively.
Ranking movement alerts
Track position changes over time with conditional formatting that flags keywords gaining or losing 5+ positions. Data bars show the magnitude of movement so you catch SERP volatility early.
SEO vs. PPC coverage analysis
Pull Semrush organic data on one sheet and Google Ads keywords on another. XLOOKUP matches by keyword to find gaps where you pay for ads but rank organically — or vice versa.
How to Connect Semrush Analytics 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 Semrush Analytics in Microsoft Excel
Pre-built spreadsheet reports you can use as starting points. Customize with your own metrics, filters, and formatting.
Competitive Keyword Gap Report
Pivot table comparing keyword positions across your domain and competitors. Conditional formatting highlights gaps where competitors outrank you.
SEO vs. PPC Overlap Analysis
Match organic keyword positions to paid search keywords. Identifies opportunities to reduce paid spend where organic rankings are strong.
What Semrush Analytics Data Can You Pull into Microsoft Excel?
Supermetrics gives Microsoft Excel access to your full Semrush reporting data — metrics and dimensions you already know from the Semrush interface.
Key Metrics
- Organic keywords
- Organic traffic
- Organic cost
- Adwords keywords
- Adwords traffic
- Adwords cost
- Interest over time
- CPC
- Competition
- Position difference
- Traffic (%)
- Traffic cost (%)
Key Dimensions
- Domain
- Keyword
- Position
- Previous position
- URL
- Database
- Trends
View all Semrush Analytics fields, metrics, and dimensions →
Resources & Guides
Browse all Microsoft Excel templates
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 Semrush Analytics 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 Semrush Analytics 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 Semrush Analytics reports stay current without anyone clicking a button. Add email delivery to distribute reports automatically.
Unsampled Data
Get your complete Semrush Analytics dataset without sampling. Every session, every keyword, every page — full-fidelity data for accurate analysis.
Frequently Asked Questions
How do I connect Semrush Analytics to Microsoft Excel?
Install the Supermetrics add-in from the Microsoft AppSource store, open it in Excel, select Semrush Analytics 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 Semrush Analytics data secure in Excel?
Yes. Supermetrics uses OAuth authentication for Semrush Analytics — 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 Semrush Analytics data with other data sources in the same workbook?
Absolutely. Supermetrics connects 170+ data sources to Excel. Pull Semrush Analytics 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 Semrush Analytics metrics can I pull into Excel?
You can access all standard Semrush Analytics reporting metrics through Supermetrics, including Organic keywords, Organic traffic, Organic cost, Adwords keywords, Adwords traffic, 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 Semrush Analytics in Excel?
Yes. Through Supermetrics Hub, you can schedule automatic refreshes — daily, weekly, or monthly — so your Semrush Analytics 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.
How do I find keyword gaps between my site and competitors in Excel?
Pull domain overview data for your site and competitors. A pivot table with keyword in rows and domains in columns shows positions side by side. Conditional formatting highlights keywords where competitors rank but you do not — your content opportunities.
Can I track ranking changes over time from Semrush in Excel?
Yes. Pull keyword positions with position difference as a metric. A trend chart shows movement over weeks, and conditional formatting flags keywords that dropped more than 5 positions so you can investigate and respond to SERP changes.
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