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Google Query Explorer Tool: Why Non-Developers Love It

Published: March 19, 2014

Author: Molly Shotwell

Having recently moved to account management from production, I’ve recently gotten more accustomed to using Google Analytics. When I started using this I was of course quickly pleased to see the additional insight I could get into my accounts and offer my clients. In one of my accounts, however, we use two conversion goals: signups and paid signups. These were conveniently parsed out in GA with separate Goal Completions, but an issue arose when trying to look at this by country/geo.  Enter the Google Analytics Query Explorer. 
The header of the tool states that the tool “lets you play with the Core Reporting API by building queries to get data from your GA views”.  Being an account manager and not a developer, I was a little intimidated at first by the tool but quickly found that it could serve my purposes.
Login couldn’t be easier; you only need to login with your Google account and allow the app to use your Analytics data; from here the Property, View (Profile), and ids fields are auto-populated.


From here, we now need to fill in the dimensions (which for my uses are campaign and country), metrics (goal 9 trials and goal 10 paid trials), segment (paid search traffic for me), and finally the start and end dates.


Next, we hit the “Get Data” button to get the report. The following is what is produced, nicely separating my signups (goal 9) and paid signups (goal 10) by campaign and country:

Campaign and Country

Now I usually like to create the report to my liking, which is easily done by copy and pasting this into an Excel document as the only option now is to export it as a TSV file.
While I’ve outlined a relatively simple process here of breaking conversion goals out by Geo and Campaign, the possibilities with this tool are many.  For instance, instead of segmenting paid search traffic you could use non-paid search traffic, or all traffic.  I could get more granular than country if I want, choosing instead region, metro, or city.  With its versatility, ease of use, and rather simple layout the Query Explorer tool can be a great asset in the search marketer’s toolkit.  Check it out!

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