Google Analytics to Google Sheets:
Complete Setup Guide

Why Sync GA4 to Google Sheets?

GA4's built-in reports are powerful but inflexible — you can't blend them with CRM data, they have a 24-48 hour processing delay for most metrics, and you can't share granular event data with clients or stakeholders without giving them GA4 access.

Google Sheets gives you a customisable, shareable analytics layer. When you connect GA4 to Google Sheets via Autometon, individual events land in your sheet as they fire — not after a day's processing delay. Build cross-channel attribution models, client reporting dashboards, and conversion funnel analysis using formulas your team already knows.

Two Methods: Measurement Protocol vs GTM

GA4 Measurement Protocol

GA4's Measurement Protocol lets you send events directly to a GA4 property from any server or client. Configure your GA4 data stream to also forward events to your Autometon webhook URL. Best for: server-side tracking, custom event pipelines, or when you control the event sending code.

Google Tag Manager (recommended for most teams)

If you already use GTM, add a custom HTML tag or webhook trigger that fires alongside your GA4 events, sending the same payload to Autometon. No code changes to your site — just a GTM tag. Best for: teams already using GTM who want the simplest setup.

For most marketing teams: the GTM approach is fastest. Add a Custom HTML tag in GTM that calls your Autometon webhook URL with the event data on your key conversion events.

Step-by-Step Setup with Autometon

Step 1: Create your Autometon pipeline

Log in to Autometon, click New Pipeline, select Google Analytics. Copy your unique webhook URL.

Step 2: Configure event forwarding (GTM method)

In Google Tag Manager, create a new tag: Tag Type → Custom HTML. Add a fetch call to your Autometon URL with the event data:

<script>
fetch('YOUR_Autometon_URL', {
  method: 'POST',
  headers: {'Content-Type': 'application/json'},
  body: JSON.stringify({
    event: {{Event}},
    page: {{Page URL}},
    source: {{Traffic Source}},
    timestamp: new Date().toISOString()
  })
});
</script>

Set the trigger to fire on your key conversion events (form_submit, purchase, demo_request, etc.).

Step 3: Send a test event

Use GTM's Preview mode to trigger your conversion event. Autometon receives the payload and auto-detects all fields.

Step 4: Map GA4 fields to sheet columns

Map event → Event Name, page → Page URL, source → Traffic Source. The AI mapper handles suggestions automatically.

Step 5: Activate

Share your Google Sheet with Autometon's service account email and click Activate. Every conversion event now writes a row to your sheet in real time.

Building Your Analytics Dashboard in Google Sheets

Conversions by source

=COUNTIF('Raw Data'!C:C,"google / organic")

Repeat per source. Bar chart shows conversion volume by channel, updating live.

Conversion rate by page

Use a pivot table: rows = Page URL, values = Event Count. Compare against your total sessions (from GA4 API or manual input) to calculate conversion rate per landing page.

Daily conversion trend

=COUNTIFS('Raw Data'!A:A,">="&TODAY(),'Raw Data'!A:A,"<"&TODAY()+1)

Today's conversion count. Build a SPARKLINE chart over 30 days for trend visibility.

Cost per acquisition

Add your ad spend as a manual input row. Divide spend by conversions for real-time CPA — blending GA4 event data with your budget inputs in one sheet.

GA4 Event Field Reference

Frequently Asked Questions

Related Guides & Integrations