How to build automated reports and dashboards with Google Sheets

Introduction to Google Analytics add-on for Google Sheets

While Google Analytics provides enough reports and dashboards for quick reference, it is still somewhat limited in its ability to analyze data from multiple views or incorporate custom metrics in the reporting widgets. Fortunately, with Google’s super-light cloud spreadsheet application, Google Sheets, you can not only produce custom reports but also schedule reports to run automatically.

This feature is available as an add-on with Google Sheets and seamlessly integrates with Google Analytics through API calls.

This add-on combines the simplicity of Google Sheets with the GA data powerhouse.

GA spreadsheet.png


How to configure this add-on

To use the Google Analytics add-on you must first add it to your spreadsheet. The following instructions will walk you through the process:

  1. Create a new Google Spreadsheet (or open an existing one).

  2. From the menu bar choose Add-ons > Get Add-ons…

  3. Find the Google Analytics Add-on from the add-ons gallery and select it.

  4. From the add-on description page, click the "+" in the top right corner to add this add-on to your spreadsheet.

  5. A dialog should pop up requesting your permission for the add-on to access your Google Analytics data. Click "Accept".

  6. The add-on is now installed. A "Google Analytics" submenu should now appear in the Add-ons menu.


For more details, watch this video tutorial


Datalicious Advantage

The capabilities of this add-on are only limited by the analyst who is using it. To generate the maximum value and integrate these reports with your core business metrics, Datalicious offers the following use-cases as part of the overall GA 360 support and implementation package.

1. Analyzing data from multiple sources

Whether you’re an eCommerce portal with considerable paid traffic from search & social media or an online publisher who monetizes your content through DoubleClick For Publishers, you can combine all the datasets in this add-on and compare them side by side for greater insights. Datalicious helps you configure these reports after carefully auditing through your Google Analytics account during the setup.

The data sources that can be included in the analysis are AdWords, DoubleClick for Publishers, DoubleClick Campaign Manager, and AdSense. In addition to this, combining the data from non-Google sources such as Facebook is also possible via request.

2. Embedded Data visualization charts and graphs

While Google Analytics offers dashboard widgets for easy viewing, it doesn’t allow you to export them (only PDF) and embed with a web application for automatic tracking of your key metrics.

When your data is in a Google Spreadsheet you can take advantage of all the visualization tools that Google gives you out of the box. Furthermore, Google Spreadsheet charts and graphs can be embedded into external sites. This means you can easily create your own dashboards with visualizations of your Google Analytics data, host them wherever you want, and they will automatically update as often as you run your reports.

Datalicious will configure these charts in your site and support wherever necessary.

3. Custom calculations with Google Sheets

You can take advantage of the inherent Google Spreadsheet’s data manipulation features and generate reports with specific calculation requirements.

4. Accessing data from multiple views

Through the Google Analytics web interface, you can only see reports and visualization data from a single view (profile) at a time. With this add-on, you can run reports on any number of views (profiles) and use the generated data in whatever way you like. For example, if you have a view that tracks your iOS traffic and a separate view to track your Android traffic, you could use this add-on to run reports on both views and easily compare the results side by side, in the same spreadsheet.

5. Controlling access to GA data

As a marketing analyst, you are responsible for all the important website metrics and answerable to many stakeholders in your organization. To increase the accountability, you often end up creating multiple users/profiles for various views and properties. This is cumbersome and managing permissions will only add to your workload.

With this add-on, you can simply grant access to a spreadsheet to whomever you wish and automate the report generation to that particular spreadsheet. Your stakeholders can follow this sheet for regular updates. This way, you don't need to worry about managing Google Analytics account permissions.


In addition to the above use cases, Google regularly adds the enhanced features and provides updates to this add-on. This will only increase the popularity of this tool and you will no longer have to rely on your developers or your agency to build a custom tool for exporting the Google Analytics data to the spreadsheet.

Datalicious offers the free configuration of Google Sheets integration with Google Analytics API with the initial setup of GA 360 and offers continued support throughout. Please check our complete Google Analytics 360 Suite offerings here.                                                                                                                                   
To set up a meeting with our team regarding Google Analytics, drop a line to