Google Analytics is a powerful and useful tool for marketers. It gives them deep insights into how their campaigns are performing, but it can be easier to analyze the data in spreadsheet software like Google Sheets or Excel.
Tables have features that let you slice and dice your data and apply different conditions with filters to give you specific views of your data. There are several ways to do this, but one of the easiest ways is to use the column filter feature.
Download the data from Google Analytics
First download the data. If you are using Google Analytics 4, do the following:
- Click the share icon in the upper right corner.
- Click Download File
- Choose Download CSV
If you’re using the Universal Analytics version of Google Analytics, click Export in the upper right corner and choose the format or software you want to use to analyze the data.
Our example uses the column filters in Google Sheets, but the concepts should be the same for other spreadsheet programs.
If your dataset contains one, highlight the entire table, excluding the last summary row. Click on Data in the top menu and select Create Filter.
Now you can see that there is a funnel symbol or an upside down pyramid next to each column.
If you click on it, you will see that each filter has the same functions listed. You can sort the table by the values in the column by ascending or descending order, color, or text color if your cells are formatted that way. If none of the cells in your spreadsheet are color-coded in any way, these options will be grayed out.
You can also sort by condition by clicking the drop-down menu here. These are the various conditions that you can apply for.
FILTERING DATA BY DIMENSIONAL VALUES
For example, if you’re looking at data for traffic sources, you could use the condition “contains text”, enter a string such as “search”, and click OK. This column shows all values that contain “Search”, e.g. B. “Paid Search”. If you delete this now, the table will be restored to its original view.
We can filter by value, which is similar to filtering by condition, except that it lists all the different values for you. You can deselect, select all, or select specific values and click OK. This will filter the data according to this view.
SORT BY NUMERICAL VALUES
If you switch to a column with numeric values, you can also filter or sort that table on some of these metrics. You can sort by sales in descending order so we can see the top sources and landing pages that are generating the most sales.
You can filter by setting limits on the values you want to display. For example, find all values that are greater than or equal to $ 1,000.
This allows you to determine the top traffic sources with the top landing pages.
USING MULTIPLE FILTERS
We can also apply several filters at the same time. Continuing the example above, you can add a filter to the ecommerce conversion rate to look for values greater than or equal to 5%.
This is a great way to see which pages are having the highest conversion rates.
Table column filters are one of the simplest and most useful functions of a spreadsheet. You can gain a lot of knowledge with the table column filters. You can easily find answers to many questions about your data.
This article originally appeared on Growth Learner and was republished with permission.