Supermetrics Functions.

The most flexible way of getting your marketing metrics into Excel and Google Sheets.
Perfect for skilled spreadsheet users who want complete control on how to display the data.

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What on Earth is Supermetrics Functions?

For advanced spreadsheet users, Supermetrics Functions offers the most flexible way to integrate marketing data with Excel and Google Sheets reports: a custom function that you can type into spreadsheet cells, just like any of the built-in spreadsheet functions like SUM or COUNT.

In this article on the Google Analytics blog, Google mentioned Mikael Thuneberg’s VBA macros, the original version of this tool, as the #1 solution for fetching Analytics data to Excel.



No need to install a plugin that slows down Excel.

Easy sharing

The code fetching the data from Google is embedded in the 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.

New API features immediately available

Whenever there are new metrics or dimensions added to the APIs, you can start fetching them immediately, without needing to wait for a plugin provider to add those to their tool.

Ease of use

The functions are used just the same as any of the built-in spreadsheet functions. Programming skills are not required.


If you know VBA, you can modify the functions to fit your specific needs.


The query parameters can be outputs from other functions or macros; execution of queries can be controlled with macros.

Getting started

1. Download

SupermetricsFunctions.xls or make a copy of this Google Spreadsheet.

2. Authentication token

Get an authentication token from and copy it to the sheet, and it will automatically load some of your data.

3. Study examples

There are some examples on how to use the functions in the spreadsheet – by modifying it you can create all kinds of reporting solutions. Just type "=getData(" and some values for the required parameters. You can see all the parametrics listed here.

Note that when using the Excel version, 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).

Get started with Supermetrics Functions.

#1 reporting automation tool for PPC, SEO, social and web analytics.
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