When analyzing your digital presence it is necessary to explore the analytics beyond just your onsite clickstream. This can be an arduous process that requires you to visit ALL of your social media, paid media, and SEO accounts and export several reports then mash them up into one comprehensive report.

I have recently come across a (mostly free) tool called Supermetrics that has become an important part of my data aggregation process. It leverages the various analytics API's that are available for social media and lets you build multiple data sets at once. This can reduce the legwork to aggregate data by a significant amount and open up more time for meaningful storytelling and visualizations.

The platforms that Suprmetrics can reach are:

  • Google Analytics
  • Google Adwords
  • Bind Ads
  • YouTube
  • Facebook Ads
  • Facebook Insights
  • Custom Databases - MySQL, SQL Server
  • Moz
  • SEMrush
  • Stripe
  • Search Console
  • DoubleClick
  • Google +
  • Pinterest
  • Instagram and more

Supermetrics has a couple form factors available - you can choose either an excel plugin or a Google Drive addon. I prefer the Drive addon myself because of the ease of document sharing and tha ability to have a centralized project. To get started you simply download the addon then launch the sidebar.


Once this is done - creating reports is a breeze, there is no need for you to learn the syntax of each individual API - all of the queries are constructed from an easy to understand GUI with extensive documentation. The API's are accessed through an Oauth signin and are fairly effortless - Once you have access the the data source you simply fill out  the Supermetrics Sidebar and select the cell you want the report to populate in.

The Supermetrics Sidebar:


Once you begin creating the reports you can collect all of the data and pass it to a dashboarding solution like Tableau, or simply graph it in drive. However you prefer.

Supermetrics Queries

The Supermetrics Queries sheet is what allows you to automate several reports at once. The instructions at the top of the sheet read the following.

On this sheet you can:

  1. Modify the parameters of a query. Any changes will be visible when you run a refresh.
  2. Remove a query by deleting its row
  3. Add new queries: type a range address and query parameters, leave the query ID empty. The query will be added when you run a refresh. (Of course, it's much easier to use the sidebar to add new queries.)
  4. Add queries that point to other spreadsheets: follow step 3, but also add a spreadsheet ID (you can see the ID in the URL when you have a file open)

The query sheet will have fields for the following table of inputs and outputs to manipulate.

Query ID Object type Accounts/profiles Result type
Spreadsheet ID Linked chart ID Metrics Language filter
Sheet name Data source Dimensions Translate to
Range address Results contain sampled data Pivot dimensions SQL
Created Date range type Filters Database name
Updated Start date Segment ID Range address (static)
Last status End date Sort Report type
Last refresh ID Compare to Max rows Scope (Moz)
Special settings Comparison value type Max pivot categories Sort (Moz)

The value of this kind of reporting becomes apparent after a couple periods of effortless reporting that leads to better insight faster.

If you would like to learn more about SEO, web analytics, or user experience as it regards to your website and Truvisibility you can learn more at http://www.truvisibility.com/en/blog. If you are interested in trying Truvisibility out today simply go to truvisibility.com and press the “Get Started” button, it is free and easy.