How to Evaluate Google Analytics Data in Excel?

Last Updated : 14 Jun, 2023

Google Analytics tracks website traffic and provides useful data for website design, content, and marketing decisions. Analyzing and visualizing this data can be difficult. We can use Excel for analyzing and visualizing Google Analytics data. In this article, we will learn how to evaluate google analytics data in Excel.

Importing Google Analytics Data into Excel

Step 1: Log in to your Google Analytics Account. Under Reports, go to the view that contains the data you want to export. On the left side of the screen, we can view the Reports tab. Under the Reports tab, click on the Audience, then, click on the drop-down name Geo. Under, Geo, click on the Language button.

Step 2: At the bottom of the page, the Show Rows option is there. Choose the number of rows you need to export.

Step 3: Click the Export button at the top-right corner of the page and pick the format for your export. For example, csv.

Step 4: Open Excel. Create a blank workbook in Excel. Then under the Data tab, click on Get External Data.

Step 5: Now, choose the format of the file, the imported file can either be text, HTML, etc. Here, we are selecting From Text option.

Step 6: Choose the file from your device. Text Import Wizard prompt will appear on the screen. Select the .csv file, data is usually of the type Delimited. Click on the Next button.

Step 7: Now, choose the appropriate delimiter for your data. Under Delimiters, check the comma box, and click on the Finish button.

A delimiter is the symbol or space which separates the data you wish to split.

Step 8: Import Data prompt will appear on the screen. Select the Import button. The data will be imported into an Excel sheet.

Analyzing Google Analytics Data with Excel

There are several ways to analyze and visualize this data in Excel. There can be several ways to analyze data in Excel, like, charts, functions, and conditional formatting, but the most efficient one is Pivot tables.

Here, we will use Pivot Tables to analyze the data.

Note: Pivot Table is a tool to calculate, summarize, and analyze data and also lets you see comparisons, patterns, and trends in your data.

Step 1: Select the Pivot Table option under the Insert tab.

Note: Select a cell inside the table before clicking on Pivot Table option.

Step 2: Create Pivot table prompt appears on the screen. Select the table range and the location of the pivot table. Then, click on the Ok button.

Step 3: Drag the PivotTable field(s) to the Filters area. For example, drag Language to Filters.

Step 4: Add other PivotTable fields by selecting the checkboxes. For example, drag Users, to Rows. Boundce, and Session sum to values, etc. A table has been formed as shown below.

columns, rows, and values added in table

Step 5: Click on the Filter button located in the first row to retrieve the desired data.

Note: Filters helps showing the required data, and hiding the rest. These, are particularly used, if user wants some specific information for a particular field.