Analyzing New Users data from Google Analytics in Excel helps marketing teams understand audience growth, acquisition effectiveness, and how first-time visitors interact with your website.
Rather than manually exporting data that quickly becomes outdated, you can create a live connection that refreshes automatically with the latest new user metrics.
TLDR
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Step 1:
Install Coefficient from the Office Add-ins store
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Step 2:
Connect to your Google Analytics account
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Step 3:
Select New Users as your primary metric
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Step 4:
Configure dimensions to segment your new user data
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Step 5:
Import into Excel and set up auto-refresh
Step 1: Install Coefficient and Connect to Google Analytics
Begin by installing the Coefficient add-in and connecting it to your Google Analytics account:
- Open Excel and navigate to the Insert tab
- Click on Get Add-ins
- Search for “Coefficient” in the Office Add-ins store
- Click Add to install the Coefficient add-in
- Once installed, the Coefficient sidebar will appear
- Click “Import” to begin connecting data sources
- Select “Google Analytics” from the marketing integrations
- Log in with your Google account and authorize Coefficient to access your data

Step 2: Select and Configure New Users Data
After connecting your Google Analytics account, configure your New Users data import:
- Choose your Google Analytics 4 property from the dropdown menu
- Set your desired date range (last 7 days, last 30 days, custom range, etc.)
- Select “New Users” as your primary metric
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- By date to track acquisition trends over time
- By source/medium to identify which channels bring new visitors
- By campaign to measure acquisition efforts
- By geography to understand regional growth
- Apply filters if you want to focus on specific segments of new users
- Preview your selection to ensure it provides the insights you need

Step 3: Import and Set Up Auto-Refresh
Once you’ve configured your New Users data selection, import it into Excel and set up automatic refreshes:
- Click “Import” to bring the New Users data into your Excel worksheet
- Choose where you want the data to be placed in your spreadsheet
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- Navigate to the “Automations” tab in the Coefficient sidebar
- Select “Schedule Refresh” for your imported new users data
- Choose your preferred refresh frequency (hourly, daily, weekly)
- Optionally, set up alerts for significant changes in new user acquisition

Available Google Analytics Data
Metrics & Dimensions
- Sessions
- Pageviews
- Conversions (Key Events)
- Traffic Source / Medium
- Engaged Sessions
- Session Conversion Rate
- Total Revenue
- Landing Page
- Event Count
- Campaign
- Device Category
- New Users
Analyzing New Users Data in Excel
With your New Users data now in Excel, you can create valuable analyses like:
- Audience growth trends over time
- New vs. returning users comparison
- Channel effectiveness for acquiring new visitors
- Custom visualizations showing acquisition by source
- Automated reports that highlight changes in new user patterns
Related Resources
For more information about working with Google Analytics data in your spreadsheets:
Start importing your Google Analytics New Users data into Excel today with Coefficient and transform how your team analyzes audience growth.
Frequently Asked Questions
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