Last updated: August 2, 2025
Why Google Sheets?
Google Sheets offers unique advantages as a Data Destination:Real-time Collaboration
Share live data with team members and clients. Everyone sees the same
up-to-date information.
Custom Calculations
Leverage Google Sheets formulas to create custom metrics and calculations on
top of your raw data.
Flexible Formatting
Design reports exactly how you want them with conditional formatting,
charts, and pivot tables.
Automation Ready
Connect with Google Apps Script or third-party tools to automate workflows
and notifications.
Key Features of Detrics for Google Sheets
Live Data Sync
Live Data Sync
Your marketing data updates automatically based on your chosen schedule. No
more manual exports or CSV uploads.
Query Builder
Query Builder
Our intuitive interface lets you select exactly the metrics and dimensions
you need, with filters to refine your data.
Multiple Data Sources
Multiple Data Sources
Combine data from different platforms in a single spreadsheet. Create
unified reports across all your marketing channels.
Historical Data
Historical Data
Access historical data to build trend analyses and year-over-year
comparisons.
Query Templates
Query Templates
Use pre-built Queries for common use cases like Campaign Overview and Ad
Performance. Save time with plug-and-play templates that eliminate
compatibility issues.
Import/Export Functionality
Import/Export Functionality
Copy-paste Queries between Google Sheets files instantly. Perfect for
managing multiple client files without recreating Queries from scratch.
Use Cases
Track campaign metrics across platforms in a single dashboard. Monitor
spend, conversions, and ROI in real-time.
Google Sheets vs Looker Studio
| Feature | Google Sheets | Looker Studio |
|---|---|---|
| Flexibility | Complete control over layout and formulas | Template-based with customization options |
| Collaboration | Real-time editing and commenting | View-only sharing with interactive filters |
| Calculations | Any formula or custom function | Limited to built-in calculations |
| Visualization | Basic charts and graphs | Advanced visualization options |
| Learning Curve | Dashboard building is more complex, requires spreadsheet knowledge | Drag-and-drop interface, ideal for less technical profiles |
| Best For | Data manipulation, custom reports, calculations, freelancers with single clients | Executive dashboards, visual presentations |
Reporting Frequency & Data Load Considerations
When choosing between Google Sheets and Looker Studio, consider your reporting frequency and data volume:- High Reporting Frequency (Daily/Weekly): Google Sheets is typically faster and handles data loads more efficiently, making it ideal for frequent updates and real-time monitoring. The direct integration allows for quicker data refresh and better performance with large datasets.
- Low Reporting Frequency (Monthly/Quarterly): Looker Studio with the connector works well for periodic reports, as it can efficiently retrieve last month’s data and the previous year for comparison without performance concerns.
- Data Volume: Google Sheets excels at handling larger data loads due to its direct connection, while Looker Studio may experience slower performance with extensive datasets, especially when pulling multiple months of historical data.
- Real-time/Hourly Updates (Cyber events, hot sales): For critical events where metrics are monitored minute-to-minute and if the data volume is low, Looker Studio’s direct connection is the best option as it calls data source servers directly without middle caching, providing the freshest data possible.
-
Account Volume:
- Many Accounts (50+ accounts): Use Google Sheets as your data storage layer, then create visualizations in either Looker Studio or Google Sheets. This approach provides better performance and data management at scale.
- Few Accounts (1-10 accounts per data source): Looker Studio can handle this directly without needing Google Sheets as an intermediary. You can build dashboards directly without creating queries first.