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

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Rather than manually exporting data that quickly becomes outdated, you can create a live connection that refreshes automatically.

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 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
4. • 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:
5. Apply filters if you want to focus on specific traffic sources
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 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
3. • 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:
4. Optionally, set up alerts for significant changes in traffic patterns

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:

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

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