This page provides you with instructions on how to extract data from Google Analytics 360 and analyze it in Tableau. (If the mechanics of extracting data from Google Analytics 360 seem too complex or difficult to maintain, check out Stitch, which can do all the heavy lifting for you in just a few clicks.)
What is Google Analytics 360?
Google Analytics 360 is an enterprise-level marketing analytics tool for large companies. It's one of a suite of six Google products designed to help marketers get a holistic view of their online marketing efforts. The software was formerly called Google Analytics Premium.
What is Tableau?
Tableau is one of the world's most popular analysis platforms. The software helps companies model, explore, and visualize their data. It also offers cloud capabilities that allow analyses to be shared via the web or company intranets, and its offerings are available as both installed software and as a SaaS platform. Tableau is widely known for its robust and flexible visualization capabilities, which include dozens of specialized chart types.
In addition to its business software, Tableau also offers a free product called Tableau Public for analyzing open data sets. If you're new to Tableau, this offering is a great way to experience Tableau's capabilities at no cost and share your work publicly.
Getting data out of Google Analytics 360
Google Analytics 360 stores data in a Google BigQuery data warehouse. If your analytics stack is also based on BigQuery, integrating Google Analytics 360 data with the rest of your data is a matter of writing SQL queries. If you use a different data warehouse, however, you need to export the data. That means setting an account up with the required permissions, then figuring out what datasets and columns you want to export. You can't export to a local destination — the export file must be stored in Google Cloud Storage. In addition, Google imposes certain export limitations you have to be aware of.
Preparing Google Analytics 360 data
If you don't already have a data structure in which to store the data you retrieve, you'll have to create a schema for your data tables. Then, for each value in the response, you'll need to identify a predefined datatype (INTEGER, DATETIME, etc.) and build a table that can receive them.
Complicating things is the fact that the records retrieved from the source may not always be "flat" – some of the objects may actually be lists. In these cases you'll likely have to create additional tables to capture the unpredictable cardinality in each record.
Loading data into Tableau
Analyzing data in Tableau requires putting it into a format that Tableau can read. Depending on the data source, you may have options for achieving this goal, but the best practice among most businesses is to build a data warehouse that contains the data, and then connect that data warehouse to Tableau.
Tableau provides an easy-to-use Connect menu that allows you to connect data from flat files, direct data sources, and data warehouses. In most cases, connecting these sources is simply a matter of creating and providing credentials to the relevant services.
Once the data is connected, Tableau offers an option for locally caching your data to speed up queries. This can make a big difference when working with slower database platforms or flat files, but is typically not necessary when using a scalable data warehouse platform. Tableau's flexibility and speed in these areas are among its major differentiators in the industry.
Analyzing data in Tableau
Tableau's report-building interface may seem intimidating at first, but it's one of the most powerful and intuitive analytics UIs on the market. Once you understand its workflow, it offers fast and nearly limitless options for building reports and dashboards.
If you're familiar with Pivot Tables in Excel, the Tableau report building experience may feel somewhat familiar. The process involves selecting the rows and columns desired in the resulting data set, along with the aggregate functions used to populate the data cells. Users can also specify filters to be applied to the data and choose a visualization type to use for the report.
You can learn how to build a report from scratch for free (although a sign-in is required) from the Tableau documentation.
Keeping Google Analytics 360 data up to date
At this point you've coded up a script or written a program to get the data you want and successfully moved it into your data warehouse. But how will you load new or updated data? It's not a good idea to replicate all of your data each time you have updated records. That process would be painfully slow and resource-intensive.
The key is to build your script in such a way that it can identify incremental updates to your data. Thankfully, most data sources include fields like
created_at that allow you to identify records that are new since your last update (or since the newest record you've copied). Once you've taken new data into account, you can set your script up as a cron job or continuous loop to keep pulling down new data as it appears.
From Google Analytics 360 to your data warehouse: An easier solution
As mentioned earlier, the best practice for analyzing Google Analytics 360 data in Tableau is to store that data inside a data warehousing platform alongside data from your other databases and third-party sources. You can find instructions for doing these extractions for leading warehouses on our sister sites Google Analytics 360 to Redshift, Google Analytics 360 to BigQuery, Google Analytics 360 to Azure Synapse Analytics, Google Analytics 360 to PostgreSQL, Google Analytics 360 to Panoply, and Google Analytics 360 to Snowflake.
Easier yet, however, is using a solution that does all that work for you. Products like Stitch were built to move data automatically, making it easy to integrate Google Analytics 360 with Tableau. With just a few clicks, Stitch starts extracting your Google Analytics 360 data, structuring it in a way that's optimized for analysis, and inserting that data into a data warehouse that can be easily accessed and analyzed by Tableau.