How I Sped Up My Monthly Reporting And How Supermetrics Helped

, Posted by Adrian Kingwell in Blog, Phil's posts, Web Analytics

Phil Craig of Mezzo Labs tells us how to speed up monthly reporting with the help of Supermetrics.

It’s that time of the month again, and it can get can kind of busy. Luckily for me (and you) the Google docs/sheets add-on version of Supermetrics has dramatically reduced the time I spend manually exporting reports from Google Analytics to Excel.

If you didn’t know already, Supermetrics is, in their own words ‘an add-on that turns Google Docs into a full-blown business reporting system for web analytics, social media and online marketing. Run queries, refresh by the press of a button, and share your reports & dashboards.’ Sounds good, I couldn’t have put it better myself. These are the data sources Supermetrics currently supports:

  • Google Analytics
  • Facebook
  • YouTube
  • Twitter
  • AdWords
  • Bing Ads
  • Google Webmaster Tools

Supermetrics for Google docs/sheets is free* and is exceptionally easy to use if you have any experience with GA. There is also a paid version which can directly export to Excel. Luckily ctrl+c and ctrl+v work quite well on my keyboard and I’m sure they do on everyone else’s.

How do I set it up?

Go to the Google Web Store and click on the ‘Free’ button; everyone’s favourite word.


Supermetrics will now appear under ‘add-ons’ in your Google sheet taskbar. All you have to do is launch it and you are free to explore data from any of the previously mentioned sources.

How do I use it?

Once Supermetrics is launched, the sidebar will appear. By clicking on a cell in your worksheet you determine where your data will populate. You can then select your data source, profile, date range (including whether or not you wish to compare it with another time period) and the metrics you want to display. You can also use segments and filters common to the data source, for example, Google Analytics, to further refine your data. Then select how to display the data, from various forms of charts or, as I normally use, a data table for raw data.


Some previous knowledge of dimensions, metrics, segments and filters will help you set up and edit queries more effectively.

How does it help me?

Once the queries have been set up, you can refresh them all with the click of one button. So at the start of the day, week or month you can gain up-to-date data. Dynamic charts can be updated when you refresh queries. A recent update has allowed users to schedule the refreshing of queries. As part of this scheduling, an email can be sent with PDFs or HTML tables. Previously, you would have had to manually refresh each individual worksheet.

Obviously the great thing about Google Docs is the ability to share your reports easily with other people. With Supermetrics, I think you will more than likely share these within your team or organisation. It’s unlikely that if you are working for a client, you will share Supermetrics directly with them for a couple of reasons:

  • They will think you are lazy, as currently you will not be able to present the data as well here as you could in Excel or in another visualisation tool. However, they are adding new features constantly, so this statement could be outdated soon.
  • They probably won’t have access to Google Docs in their data secure office. So really, that’s the main reason.

Another great feature is the ability to duplicate your reports easily. For example, if you have the same dashboard but split across a few different country specific accounts, you can duplicate and change the source info to create a brand new report with the same queries. Great!

What needs improving?

I think the main improvement would be the addition of more data sources. As they say themselves, ‘We are planning to add more data sources soon. If you wish to see a certain data source added, you can email us at info@supermetrics.com. We decide which data sources to add based on the feedback we get’. So, ideas on a postcard.

There is the looming thunderstorm of Supermetrics becoming a paid solution, but for the meantime, grab it while it’s hot and still free. For that reason, I find it hard to complain.

Keep up to date with improvements with Supermetrics’ blog.

*Although free and without restriction for the meantime, Supermetrics intend to add tiering for free and paying customers. So in the future when you may have come to rely on it, there may be a cost.