A new add-on for Google Sheets has just made the lives of Analytics users everywhere that little bit easier. Until now, the process of exporting data from Google Analytics into spreadsheets has been one of those tediously manual jobs – but not any more!

As part of the Add-ons for Google Sheets collection, the Google Analytics add-on gives you all the data manipulation power you need, without the painful process of typing everything in yourself.

Why is data manipulation so important?
If you’re wondering why this little piece of news is so exciting, it’s because data manipulation turns Google Analytics into a marketing power tool. At their most basic, analytics platforms simply provide you with a basic measure of traffic data, but – once you export this and manipulate it – you can generate insights and develop improved strategies for your business.
It’s a simple case of putting the numbers in a clear format where you can compare them in an instant. Not only that, but place them in a spreadsheet application where you can generate instant reports and visualisations in no time.

What can I do with the new add-on?
The official word from Google is that the add-on will let you:
• Query and report data from multiple views.
• Compute and display custom calculations.
• Create visualisations and embed them on third-party websites.
• Schedule your reports to run and update automatically.
• Control who can see your data and visualisations by using Google Sheets’ sharing and privacy features.

Check out this Introduction to the Google Analytics Spreadsheet Add-on video for a better idea of what you can do with the new add-on.

New to data manipulation?
If you’re new to data manipulation with Google Analytics, just think of it as a more intuitive way of selecting and comparing data to generate reports. These reports will give you insights into the performance of your marketing campaign, help you solve problems and improve results.
This starts with something called ratio constructions – but don’t worry, they’re not as scary as they sound. A ratio is simply two relevant metrics you want to compare (A:B) and the most common would be conversion rate (number of sales:number of visitors).
This is the most important ratio to your business – something you need to measure and improve over time. But to get that conversion rate creeping up you’ll have to get more specific with your ratio constructions, by comparing things like bounce rate against number of visitors, for example. The aim in this case is to figure out why visitors are leaving your website before they view a second page (let alone buy anything) and fix the problem.

Knowing the right reports to run
Knowing the right reports to run is half the battle with any analytics platform, but this handy list will get you off to a good start. And, as always, you can get in touch with us here if you run into any problems or the data all gets too much to decipher.