Sometimes, Google Sheets does not have the perfect feature for your marketing needs, but this article will give you some easy data importation add-ons to up your marketing analysis in Google Sheets.
As you would see from the wide variety of tutorials that we already have in our library, you can do so many things with Google Sheets, from simple calculation to advanced data analysis! But sometimes the exact feature that you need is either not possible within the current design of Google Sheets, or it requires you to code it via the Google Apps Script. For that, there is a third option: via the Google Sheets add-ons! Google Sheets has a wide variety of add-ons that you can install in order to add functionality to any spreadsheet. Some of the additional functionalities that add-ons can provide are the following:
We already wrote articles about data gathering from various marketing services and databases through Google Apps Script:
Of course, we cannot just code forever these tasks via Google Apps Script. Google Sheets add-ons are there to make up the difference! In this article, we will look at some of the best add-ons for data integrations to Google Sheets, and see how they work. Are you ready?
To access Google Sheets add-ons, click Extensions in the main toolbar, then Add-ons, then Get add-ons.
Google Workspace Marketplace will be loaded.
The Google Workspace Marketplace is where add-ons can be accessed and then added to your Google Sheets spreadsheets. They are third-party apps that add functionality to Google services such as Google Sheets. Here are the steps, using SyncWith | Any API as an example (we will feature this add-on in this article):
Step 1: Click on an add-on, then the page containing the description of the add-on will appear. To install it, click the Install button.
Step 2: A small box with the label Get ready to install will appear. Click Continue.
Step 3: A new window will appear, asking you to select the Google account where you want to use the add-on.
After selecting the account, the list of permissions will appear. Click Allow.
The add-on will now be listed under Extensions. To select the add-on to use, simply go to Extensions option in the main toolbar and click the add-on.
As of this writing, more than 840,000 users are using API Connector, making it one of the most popular add-ons for data integration. API Connector is best for databases and services that have a built-in API such as Shopify (we will use Shopify as a sample source database in this article).
Click Add new request to add a new API.
A set of required information will appear in the sidebar that you should supply in order to access the service or the database you want to connect to Google Sheets.
The settings that you need to apply are the following:
Method: if you want to simply download data from the service to Google Sheets, set the Method to GET. This is set as default.
API URL: You can add the URL to the API as supplied by the service. Clicking on the textbox lists down the services and specific actions you can do via API Connector.
OAuth: The authorization network you need to use for a specific service. Upon clicking on the textbox, a list of services that you can access via API Connector will appear. Click the service you want to access.
Headers: this is where you can add the passwords and other relevant information for accessing the specific API.
API services often generate a complete link for accessing the specific portion of its database. You can opt to paste it in the API URL box and let it work.
You can then specify the destination sheet and the cell where the output will be inserted.
After clicking Run, it may take some time for the add-on to access your data, depending on the size of the output. It will be added to where you specified.
The main advantages of API Connector are:
The main disadvantage of API Connector is that you need to learn some skills to access the API of your database, but that is a minor trick compared to conjuring up a Google Apps Script to access the API of the service you are using.
Link to documentation and support: Quick Start | Connect APIs with Sheets  | API Connector
The next most popular add-on for data gathering from the services and databases you use is Supermetrics. With more than 750,000 users, Supermetrics is a close second to API Connector.
Unlike API Connector, the Supermetrics sidebar starts by listing all the marketing services and databases it can access. They list more than 40 services, including marketing services, ad services, eCommerce services, and even SEO services. You simply need to select from which service you want the data loaded to your Google Sheets.
Next, you need to process the connection in the service that you are using. For example, we tested this on Shopify. A new tab loaded, asking for the store details and the admin account used in running the given store.
By default, Supermetrics lists the permissions it needs before the process of connecting Shopify to Google Sheets via Supermetrics can begin.
Once they are successfully connected, you can return to Google Sheets and then start specifying which portion of the database you want to access via Google Sheets. This includes the date range and the metrics to access.
Supermetrics also includes settings for consolidation of data that we see via Google Sheets’ Pivot Table.
The data is now loaded in the specified destination sheet and cell.
What are the advantages of Supermetrics?
Besides these advantages, Supermetrics agents also emailed me after I installed the add-on to my Google Sheets. If you need help, they are proactive in contacting you!
The main disadvantage of Supermetrics is that it is not a free service! This short review was possible because Supermetrics offers a 14-day free trial, after which you need to subscribe, and their subscription packages can be a bit pricey:
These pricing packages differ in the amount of platforms you can access, so you should consider it first before subscribing to a plan.
If Supermetrics offers access to the platforms you use and you can afford the price tag of Supermetrics, then you should consider subscribing to it. After all, Supermetrics is the second most popular add-on in Google Sheets for importing data from marketing and eCommerce platforms.
Learn more about Supermetrics pricing here: Supermetrics for Google Sheets – buy online or request a quote
Their corresponding documentation: Supermetrics Documentation
The third most popular add-on is Coupler.io, with more than 700,000 users, trailing close behind Supermetrics.
To connect to a service or platform, click Add new importer.
A large pop-up window will appear, where you need to specify the platform you are accessing, the API keys, and the date range of the data you want to access.
The sample output can be seen below:
Like API Connector and unlike Supermetrics, Coupler.io does not have a Pivot Table-like feature for summarizing the data.
The advantages of Coupler.io are the following:
The main disadvantage of Coupler.io is the interface that can actually be a bit intimidating in the number of options. This is the main advantage of API Connector over Coupler.io: the interface is simpler to use. Additionally, the free to use option is limited to 100 runs/month and maximum of 1,000 rows/run. Coupler.io offers pricing plans to get more data, and they are cheaper than those offered by Supermetrics:
Coupler.io pricing plans: Affordable pricing for Google Sheets integrations | Coupler.io
Coupler.io documentation: https://help.coupler.io
A while ago we had a tutorial introducing the ImportJSON function for importing data from various databases and platforms to Google Sheets. Now, we can do the same by installing the ImportJSON add-on! After installing it, simply use the function as follows:
And the data will be loaded.
ImportJSON has a free plan that lets you do 5 successful unique page requests per day, so if you only need to run the function once, then ImportJSON is enough for your needs!
Learn more: ImportJSON : import and convert JSON in Google Sheets - NoDataNoBusiness
There are more add-ons for importing data from marketing and eCommerce platforms. Most of them focus on a single source while others are yet to rise to the top of the rankings on the number of users per month.
If the only data you need to import and analyze are from Google Analytics, then you should use Google Analytics! Actually, Google Analytics is the most popular add-on among those that are used in importing data from marketing and eCommerce platforms, with more than 10,000,000 users per month. (The counter in the page stops at 10,000,000, so the exact number of users cannot be known from one look at the add-on page.)
Of course, since it is Google itself that created the Google Analytics add-on, we can be sure that it is the perfect add-on for importing data from Google Analytics accounts that you use for your business.
Learn more: Google Analytics Spreadsheet Add-on | Analytics Implementation Guides and Solutions
Just like Google Analytics, Google Ads is Google’s own add-on for importing data from Google Ads to Google Sheets. Almost 900,000 users use it every month. If you want to create a data workflow from Google Ads to Google Sheets, you should use this add-on.
Learn more: About the add-on for Google Sheets - Google Ads Help
Boasting more than three million users, Sheetgo allows you to import data from spreadsheets of different formats (Google Sheets spreadsheets, Excel spreadsheets, and CSV files) uploaded to your Google Drive and automate your work. Upon your first use, you have a 7-day free trial before you either pay for a plan or revert to a free plan.
You may find Sheetgo lackluster at first because you can import data from other spreadsheets in your Google Drive using the IMPORTRANGE function. However, Google Sheets does not have a built-in method of importing Excel spreadsheets uploaded in Google Drive, while CSV files can be imported through IMPORTDATA function. The main advantage of Sheetgo is that it serves as a one-stop shop for importing spreadsheet data from these different formats into a single spreadsheet. Additionally, Sheetgo allows you to set a schedule for automatic updates. If you don’t want to bother with handling several IMPORTRANGE and IMPORTDATA formulas in your spreadsheets, this is the best add-on.
Learn more about Sheetgo: Sheetgo for Google Sheets
SyncWith | Any API is a rising add-on that sports a wide range of platforms that it can import. The list is categorized, and the most popular platforms are first shown. A search box is also on the top of the sidebar, which can be handy compared to scrolling through the list.
To connect a platform, you need to visit the admin panel of your account in the given platform in order to install SyncWith in it. For specific instructions you can click Connect an account in the sidebar, and a new tab will open containing the step-by-step procedure.
Learn more: SyncWith
Another add-on is KPIBees, with around 84,000 users per month. Besides the common platforms and API, KPIBees also allows you to connect to mySQL, PostgreSQL, JSON, and XML. If you are familiar with handling these databases, you can connect to almost any platform that uses these systems.
Learn more: KPIBees