How to Import Google Analytics Conversions (Key Events) Data into Excel

Analyzing Conversions (Key Events) data from Google Analytics in Excel helps marketing and revenue teams understand which actions users are taking on your site and how effectively your funnels are performing.

Instead of manually exporting data that quickly becomes outdated, you can establish a live connection that refreshes automatically.

Step 1: Install Coefficient and Connect to Google Analytics

Begin by installing the Coefficient add-in and connecting it to your Google Analytics account:

1. Open Excel and navigate to the Insert tab
2. Click on Get Add-ins
3. Search for “Coefficient” in the Office Add-ins store
4. Click Add to install the Coefficient add-in
5. Once installed, the Coefficient sidebar will appear
6. Click “Import” to begin connecting data sources
7. Select “Google Analytics” from the marketing integrations
8. Log in with your Google account and authorize Coefficient to access your data

Step 2: Select and Configure Conversions Data

After connecting your Google Analytics account, configure your Conversions data import:

1. Choose your Google Analytics 4 property from the dropdown menu
2. Set your desired date range (last 7 days, last 30 days, custom range, etc.)
3. Select “Conversions” or specific conversion events as your primary metrics
4. • By event name to track different conversion types
   • By date to monitor trends over time
   • By source/medium to identify which channels drive conversions
   • By user demographics to understand who converts best
   Add dimensions to segment your conversion data:
5. Apply filters if you want to focus on specific segments of your conversion data
6. Preview your selection to ensure it provides the insights you need

Step 3: Import and Set Up Auto-Refresh

Once you’ve configured your Conversions data selection, import it into Excel and set up automatic refreshes:

1. Click “Import” to bring the Conversions data into your Excel worksheet
2. Choose where you want the data to be placed in your spreadsheet
3. • Navigate to the “Automations” tab in the Coefficient sidebar
   • Select “Schedule Refresh” for your imported Conversions data
   • Choose your preferred refresh frequency (hourly, daily, weekly)
   Set up auto-refresh to keep your Conversions data current:
4. Optionally, set up alerts for significant changes in conversion metrics

Analyzing Conversions Data in Excel

With your Conversions data now in Excel, you can create valuable analyses like:

• Conversion rate trends over time
• Comparison of conversion performance across different channels
• Correlation between marketing campaigns and conversion spikes
• Custom visualizations that show conversion funnels and drop-off points
• ROI calculations based on conversion value and marketing spend

Related Resources

For more information about working with Google Analytics data in your spreadsheets:

• Google Analytics Excel Integration Guide
• Google Analytics and Google Sheets Integration

Start importing your Google Analytics Conversions data into Excel today with Coefficient and transform how your team tracks and optimizes conversion performance.