Free Excel Goal Funnel Report for Google Analytics

• 11.10.2010
• Eivind Savio

Have you ever came across Google Analytics accounts where Goal Funnels are missing or wrongly setup, and been wondering how you could analyze and track these missing goals easy?

Or you have been staring at the Goal Funnel Visialization report in Google Analytics and thought "Why can't I use Advanced Segmentation for this report?".

Or perhaps you just need to create and analyze conversion funnels on the fly?

My answer to all these problems was to create a Excel Spreadsheet using the Google Analytics API, which means that you can log into Google Analytics inside Excel and do Goal Funnel Tracking on the fly.

My Excel Goal Funnel Report for Google Analytics have the following functionality:

1. Funnels can be up to 10 steps.
2. URLs are matched using Regular Expressions.
3. Segmentation is supported.
4. The graph is dynamic, and shows visits per step and how many visits that came from the previous step.
5. Important data about your funnel are listed below the graph:
   • Number of Conversions
   • Funnel Conversion Rate
   • Funnel Abandonment Rate
   • Website Conversion Rate
   • Time spent per step, average pageviews per step, entrances per step, exits per step

How to use the Google Analytics Goal Funnel Report for Excel.

Date Picker

1. Download the Excel Spreadsheet (ZIP-file) and unzip it
2. Open the Excel file and activate macros. (You may get an error the first time you open the file since the file doesn't contain any data. Just ignore the error).
   
3. Select date period on the Dashboard. If you click on a date cell, a date picker will pop up to make it easier to select dates.
   
4. Go to the Settings sheet. Change "Sites" from YourWebsiteName to your site name, and name your Goal.
   
5. On the same line as your site name, insert your Google Analytics ID number. This is not your UA-XXXX-X ID, it's the ID in the Google Analytics URL (ex. https://www.google.com/analytics/reporting/dashboard?id=123456)
6. Insert your Google Analytics username (email) and password in the Settings sheet.
7. Activate Regular Expressions for Excel (see explanation below).
8. Go to the Goal Path sheet and set up your conversion funnel.
   
   • Name your funnel steps and add your URLs.
   • Your URLs must be matched using Regular Expressions.
9. Go to the Dashboard sheet, click Update Report.
   
10. Done.

The Google Analytics Goal Funnel Report works best in Excel 2007 or newer because of Conditional Formatting.

Image showing Goal Path setup. URLs are matched using Regular Expressions. Up to 10 steps can be added.

Selecting "Microsoft VBScript Regular Expressions"
from References.

Excel and Regular Expressions

Excel's default setup doesn't normally include the Regular Expression "engine", and has to be activated.

To activate support for Regular Expressions do the following:

1. Hit Alt+F11.
2. From the menu, choose Tools -> References.
3. Select Microsoft VBScript Regular Expressions 5.5.
4. Click OK.
5. Done.

Fetching data from Google Analytics with Excel

Excel is fetching data from the Google Analytics API using VBA coding. These codes are written by Mikael Thuneberg, and he has explained on his blog how to use the codes. You will also find other Excel examples there.

Some closing comments about the Goal Funnel Report

This Excel Goal Funnel Report for Google Analytics is what I would call a Beta version, and I'm not a programmer. Therefor, if you find any errors, or think that something could be improved, please let me know.

• Download the Excel Goal Funnel Report for Google Analytics