Getting Started with Google Analytics 4 - Google Sheets, Google Data Studio and Microsoft Excel

This guide covers the basic functionality of the Supermetrics Google Analytics 4 connector, and gives examples of how to set up a query for Google Sheets, Google Data Studio, and Microsoft Excel. 


Quick links to the sections below:

Google Sheets

Google Data Studio

Microsoft Excel

"If everything fails..." 


Data Source Access Requirements:

To enable Supermetrics for Google Analytics 4, you must have a valid Google account with at least Read & Analyze access to Property level. To learn more, please refer to this guide:


Use Cases:

Below is a short list of use cases with the Google Analytics 4 data source:

  • Cohort analysis: (daily/weekly/monthly): compare different user cohorts against each other and check the number of active users in each cohort over a period of time.
  • Ecommerce report: track transactions, total revenue, average revenue per user, average revenue per paying user, and which actions have been taken on the website prior to the purchase.
  • Post-click analysis report: Landing page reports are not a part of GA4, however, marketers can track events called session_start. This report will include session_start events and display page URLs on which these events occurred. Adding paid campaign performance data can help see the full picture and track what happened prior to users landing on a specific landing page.


Report Types, Destinations, and Custom Metrics:

Below is a short list of report types, destinations, and custom metrics:


User acquisition and engagement

  • Where users and traffic are coming from and how people interact with your website/app.
  • Investigate user (active, new, total), session, and event-level data by traffic source, medium, ad campaign, keyword, etc.
  • Get user demographics and device information: location, gender, age group, interests, device & browser info, etc.
  • See which pages and content users interact and how, by fetching user, engagement and view data by page, content group, content type, etc.

Event data

  • Fetches active users or event count by individual event, which allows you to create more advanced funnel reporting.

Retention & cohort analysis

  • Cohort analysis on a monthly, weekly, and daily level to analyze how and when users return interacting or create purchases on your site.

Ecommerce data & metrics

  • Fetches e-commerce related standard events and metrics: purchases, first-time purchases, revenue, ARPU, item views, add-to-carts, etc.
  • Fetches e-commerce metrics by product information (item, brand, ID, category, coupon ID, etc) or by other dimensions such as demographics or traffic source.

Custom metrics & dimensions

  • On top of standard events, users can define custom metrics and dimensions in GA4 based on custom events or event parameters, which can be fetched as well.


Known Limitations:

We've listed below the known limitations. Please note that this list is not exhaustive, and will be updated over time to include all known limitations.   

  • Data retention: User and event-level data, GA4 has a 2 or 14-month data retention period. To fix this, you can use the “Combine new results with old” feature. The retention period applies to user-level and event-level data associated with cookies, user identifiers (e.g., User-ID), and advertising identifiers. To learn more, please refer to this guide: GA4 Data Retention.  


Documentation:

The complete list of available fields (metrics and dimensions) for Google Analytics 4, can be found here.

Google Sheets - Query Setup Example:

1. To authenticate the data source, please see:

Authenticating/Re-authenticating Google Analytics 4 in Google Sheets, Google Data Studio & Microsoft Excel

2. Select accounts. To select a specific account, search with the account name.


3. Select dates. Choose one date range (today, yesterday, last week, etc).

- To select a custom date, you can either insert the date manually on start and end or select it from the calendar bar.

- As an additional filter, you can also compare to a specific time frame (previous period, a year ago, etc).

4. Select metrics. To see all metrics that can be fetched, please see Google Analytics 4 documentation. To deselect a metric click on the X next to the metric's name. 


- When searching for a metric in the documentation, please see "Type met"

Field label is the metric name that appears in the sidebar. 

5. Split by dimensions. You can choose dimensions in rows and/or columns. To deselect a dimension click on the X next to the dimension's name. 

- When searching for a dimension in the documentation, please see "Type dim"

Field label is the dimension name that appears in the sidebar. 


6. As a last step, click on Get Data To Table.


You have completed all the steps to setup a query.


Further Reading

1. As optional, click on filter to filter your data. Select field, operator and insert the value to filter by. 

2. Select options to add additional features to your query.


- Show all time value values: please see What does the "Show all time values" do

- Replace blank metric values with zeroes.

- Combine new results with old: please see What does the "Combine new results with old" setting do

- Format results for Google Data Studio (to import data from Google Sheets to Google Data Studio).

- No header row.

- Highlight values with colours (green, red, etc.).

- Advanced settings: please see Advanced Settings for Google Sheets.


Google Data Studio - Query Setup Example:

1. To authenticate the data source, please see:

Authenticating/Re-authenticating Google Analytics 4 in Google Sheets, Google Data Studio & Microsoft Excel

2. Select dimensions. To see all dimensions that can be fetched, please see Google Analytics 4 documentation. To deselect a dimension click on the X next to the dimension's name. 

- When searching for a dimension in the documentation, please see "Type dim"

Field label is the dimension name that appears in the sidebar. 


4. Select metrics. To see all metrics that can be fetched, please see Google Analytics 4 documentation. To deselect a metric click on the X next to the metric's name.


- When searching for a metric in the documentation, please see "Type met". 

Field label is the metric name that appears in the sidebar.


5. Sort how the data is shown. Choose the field you wish to sort wish and the order you want to use (ascending/descending).

6.Select default date range on auto or custom.

- To select a custom date, click on last 28 days. An automatic calendar bar will open, select a date on start date and end date and click apply.

To select a specific period (fixed, previoud period, previous year, none, advanced), click on the arrow on the right top corner.

You have completed all the steps to setup a query. 


Further Reading

1. As optional, click on add a filter to filter your data.


Microsoft Excel - Query Setup Example:

1. To authenticate the data source, please see:

Authenticating/Re-authenticating Google Analytics 4 in Google Sheets, Google Data Studio & Microsoft Excel

2. Select accounts. To select a specific account, search with the account name.

3. Select dates. Choose one date range (today, yesterday, last week, etc.).

- To select a custom date, you can either insert the date manually on start and end or select it from the calendar bar.

4. Select metrics. To see all metrics that can be fetched, please see Google Analytics 4 documentation. To deselect a metric click on the X next to the metric's name.


- When searching for a metric in the documentation, please see "Type met"

Field label is the metric name that appears in the sidebar. 


5. Split dimensions by rows and/or columns.


- When searching for a dimension in the documentation, please see "Type dim"

Field label is the dimension name that appears in the sidebar. 




6. As a last step, click on Get data.



Further Reading

1. As optional, click on add filter to filter your data. To get started with filters using Microsoft Excel, see: 

Getting Started with filters with Microsoft Excel


2. Select options to add additional features to your query.


- Replace blank metric values with zeroes.

- No header row.

- Show all time value values: please see What does the "Show all time values" do

- Custom, advanced settings: please see Advanced Settings for Excel.


Common errors:

For Google Analytics 4 only

- For Google Analytics 4 known limitations, see this section


Common errors
- These metrics and dimensions can't be fetched together / Incompatible fields, please see this guide.
- For daily query quotas, please see this guide.
- For authentication/re-authentication common errors, please see this guide.



Further assistance 

If you followed all the above steps and you still encounter an error, please create a new support request with the details of the issue and we will assist you.




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