How to Import Google Analytics Traffic Source / Medium Data into Excel

using Coefficient excel Add-in (500k+ users)

Learn how to import Google Analytics Traffic Source / Medium data directly into Excel using Coefficient. Analyze your traffic channels with automatically refreshing data.

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Understanding your Traffic Source / Medium data from Google Analytics in Excel helps marketing teams identify which channels drive visitors to your site and allocate resources effectively.

Rather than manually exporting data that quickly becomes outdated, you can create a live connection that refreshes automatically.

TLDR

  • Step 1:

    Install Coefficient from the Office Add-ins store

  • Step 2:

    Connect to your Google Analytics account

  • Step 3:

    Select Traffic Source / Medium as your primary dimension

  • Step 4:

    Choose metrics to analyze by traffic source

  • 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:

  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
Coefficient sidebar menu with import, export, automations, and AI Sheet Assistant options.

Step 2: Select and Configure Traffic Source / Medium Data

After connecting your Google Analytics account, configure your Traffic Source / Medium 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 “Traffic Source / Medium” as your primary dimension
    • Users to see visitor volume by source
    • Sessions to track engagement by source
    • Conversions to measure effectiveness
    • Revenue to understand value by channel
    Add metrics to analyze by traffic source:
  4. Apply filters if you want to focus on specific traffic sources
  5. Preview your selection to ensure it provides the insights you need
Marketing integrations such as Google Ads, Facebook Ads, HubSpot, and Klaviyo listed.

Step 3: Import and Set Up Auto-Refresh

Once you’ve configured your Traffic Source / Medium data selection, import it into Excel and set up automatic refreshes:

  1. Click “Import” to bring the Traffic Source / Medium data into your Excel worksheet
  2. Choose where you want the data to be placed in your spreadsheet
    • Navigate to the “Automations” tab in the Coefficient sidebar
    • Select “Schedule Refresh” for your imported traffic data
    • Choose your preferred refresh frequency (hourly, daily, weekly)
    Set up auto-refresh to keep your traffic source data current:
  3. Optionally, set up alerts for significant changes in traffic patterns
Auto-refresh options for imported data with daily, hourly, and weekly scheduling.

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 Traffic Source / Medium Data in Excel

With your Traffic Source / Medium data now in Excel, you can create valuable analyses like:

  • Channel performance comparison across key metrics
  • Trend analysis showing how traffic sources evolve over time
  • ROI calculations for different marketing channels
  • Custom visualizations that highlight your most valuable traffic sources
  • Automated channel mix reports that refresh with the latest data

Related Resources

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

Start importing your Google Analytics Traffic Source / Medium data into Excel today with Coefficient and transform how your team analyzes marketing channel performance.

Frequently Asked Questions

  • How to get Traffic Source / Medium data from Google Analytics?

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    To access Traffic Source / Medium data traditionally:

    • Log into your Google Analytics account
    • Navigate to Reports > Acquisition > Traffic acquisition
    • View the breakdown by source/medium
    • Export the data manually as a CSV file

    With Coefficient, you can import Traffic Source / Medium data directly into Excel with just a few clicks, eliminating manual exports.

  • How do I get a list of traffic sources in Google Analytics?

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    To see all traffic sources in Google Analytics:

    1. Go to Reports > Acquisition > Traffic acquisition
    2. View the default report showing sessions by source
    3. Change the primary dimension to “Source/Medium” if needed
    4. Apply date ranges to compare periods

    Alternatively, Coefficient lets you easily import all traffic source data with custom metrics directly into Excel for more flexible analysis.

  • How do I download Traffic Source / Medium data from Google Analytics?

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    The traditional download process requires:

    • Finding your Traffic acquisition report in Google Analytics
    • Clicking the download button
    • Selecting your preferred format (CSV, Excel)
    • Repeating this process whenever you need updated data

    With Coefficient, you can import live Traffic Source data into Excel that refreshes automatically, eliminating repetitive manual downloads.

  • How to automate importing Google Analytics Traffic Source data to Excel daily?

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    To automate daily Traffic Source data imports:

    1. Install the Coefficient add-in for Excel
    2. Connect to Google Analytics and import Traffic Source data
    3. Go to the Automations tab in Coefficient
    4. Set up a daily refresh schedule
    5. Optionally, configure email notifications

    This ensures your Excel reports always contain the latest channel performance metrics without manual updates.

  • How to send email alerts about Traffic Source data from Google Analytics?

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    To set up alerts for significant traffic channel changes:

    1. Import your Traffic Source data to Excel using Coefficient
    2. Go to Automations in the Coefficient sidebar
    3. Select “Set up Notifications”
    4. Configure conditions (e.g., organic traffic drops by 10%)
    5. Add recipients and customize your alert message

    This keeps your team informed about important channel performance changes without constant monitoring.

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