We all know that Google Analytics exists. As SEMs, some of us like to pretend it doesn’t so we can happily live out our lives in the Google UI or AdWords Editor. But if you are one of those people, it’s time you wake up and smell the Analytics data that can be directly downloaded into an Excel spreadsheet (providing you or your client has Google Analytics tracking set up).

There’s an amazing free tool call “Excellent Analytics”; from my understanding, its release date was a few years back, but no one I work with had a clue as to what it is or what it does. That being said, I wanted to make sure this was on other people’s radar just in case they may have missed the memo as well.


This Excel add-in, as stated earlier, can download your Google Analytics data directly into a spreadsheet, complete with look-back periods, metrics, segments and all other sorts of customizable points of interest. This may not seem like that big of a deal at first, but what’s really nice about this is you can format the data exactly how you want, and you can easily marry organic data with paid data (given they’re linked).

All you have to do is run a New Query, get your dimensions (such as source, dates, even AdWords if you want), get your metrics (like visitors, goal conversions, site speed etc.), and click execute. You can even add filters! It basically has all the usability of the Google Analytics UI in an Excel add-in.

New Query

(Simply fill in the Dimensions you want, the metrics you want, and bang. You got yourself Google Analytics data in an instant. Without even logging into the Analytics UI!)

Another great feature about this tool (and what really was the selling point for me) is that you can refresh the data with the dates you want incredibly easily. Just maneuver the cursor in excel to the A1 cell after you’ve run a Query using the tool, and you’ll see the “Update Query” tab become clickable. Once you click this, you’ll be able to choose the dates that are appropriate, execute the command, and watch the new data corresponding to the new date ranges populate the workbook. This is especially useful for reporting! Instead of pulling monthly/weekly data, we can now just set the dates, and voila! It’s all set.

Update Query

This tool has already taken hours out of my week and I hope it can help you too. Any comments or questions? Please drop a line below!

1 Comment

  1. Steven Drummond January 31st, 2014

    Though not the slickest of designs and user ease, I have found this tool excellent for creating the dashboards and reports that our clients need. To be honest, it is easier to create a custom report with this in Excel than the GA UI.

    What would be nice though is to pull the data direct to Excel through REST URLs.

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Ryan Larkin
joined 3Q Digital in June 2013. He graduated from Sonoma State University in 2010 with a degree in Sociology. Ryan was also a member of the men’s lacrosse team at SSU, captaining the team his senior year. Additionally, Ryan graduated from the Search Marketing Master’s Certification program at the University of San Francisco in March 2013. His interests include coaching lacrosse, surfing, and meeting new people.