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Google Sheets Add-ons for Importing Data from Marketing and eCommerce Platforms

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:

  • Data gathering
  • Forms
  • Spreadsheet formatting
  • Number crunching

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?

How to install add-ons to Google Sheets

To access Google Sheets add-ons, click Extensions in the main toolbar, then Add-ons, then Get add-ons.

Extensions, Add-ons, then Get add-ons

Google Workspace Marketplace will be loaded.

Google Workspace Marketplace

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. 

Google Workspace Marketplace. Specific page for an add-on with Install button on the right side. 

Step 2: A small box with the label Get ready to install will appear. Click Continue. 

Get ready to install pop-up window

Step 3: A new window will appear, asking you to select the Google account where you want to use the add-on.

Choose an account window. The Google accounts are listed. You will select the one where you will use the add-on

After selecting the account, the list of permissions will appear. Click Allow

List of permissions required by the add-on

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. 

API Connector

API Connector

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.

API Connector sidebar, Add new request

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. 

API Connector, Configure API Request options

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. 

API Connector, Configure API Request options, drop-down window for API URL

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.

API Connector, Output settings

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.

API Connector with data loaded to the sheet. 

The main advantages of API Connector are:

  • API Connector is free to use
  • Relatively straightforward to use, especially if you know how to generate API key and links

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 [2021] | API Connector 


Supermetrics Add-On

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.

Supermetrics sidebar

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. 

Connect to Shopify. Appears as a new tab after Shopify is selected from the list of Supermetrics.

By default, Supermetrics lists the permissions it needs before the process of connecting Shopify to Google Sheets via Supermetrics can begin.

List of permissions needed by Supermetrics in Shopify. A similar page will appear when you select a different platform. 

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 sidebar, Select dates settings. 

Supermetrics sidebar, Select metrics, drop-down list of metrics from Shopify

Supermetrics also includes settings for consolidation of data that we see via Google Sheets’ Pivot Table. 

Supermetrics sidebar, Split by dimension options

The data is now loaded in the specified destination sheet and cell. 

Supermetrics sidebar, data loaded from Shopify

What are the advantages of Supermetrics?

  • Supermetrics allows you to connect to more than 40 services that are used in marketing and eCommerce. 
  • There is no need for API knowledge to use it
  • It includes settings for consolidating the data like Google Sheets’ Pivot Tables.

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:

Supermetrics pricing plans

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 Add-On

The third most popular add-on is, with more than 700,000 users, trailing close behind Supermetrics. 

To connect to a service or platform, click Add new importer. sidebar

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. 

Pop-up window for, drop-down list of sources it can access

Required information for the source it needs to access. 

Additional settings for filtering the data from the selected source. These include filters such as date ranges. 

The sample output can be seen below: sidebar, output data on the sheet. 

Like API Connector and unlike Supermetrics, does not have a Pivot Table-like feature for summarizing the data. 

The advantages of are the following:

  • Free to use for small-scale data transfers (100 runs/month and maximum of 1,000 rows/run)
  • More options in accessing the data from databases and platforms

The main disadvantage of is the interface that can actually be a bit intimidating in the number of options. This is the main advantage of API Connector over 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. offers pricing plans to get more data, and they are cheaper than those offered by Supermetrics: pricing plans. pricing plans: Affordable pricing for Google Sheets integrations | documentation:


ImportJSON Add-On

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 add-on. 

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! 

ImportJSON Subscriptions

Learn more: ImportJSON : import and convert JSON in Google Sheets - NoDataNoBusiness 

Special mentions

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. 

Google Analytics 

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. 

Google Analytics, from Google Workspace Marketplace page. 

Learn more: Google Analytics Spreadsheet Add-on | Analytics Implementation Guides and Solutions

Google Ads

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.

Google Ads, from Google Workspace Marketplace page. 

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

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.

SynchWith sidebar 

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.

KPIBees sidebar

Learn more: KPIBees

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