How to Sync Salesforce Data with Google Sheets

Do you find the Salesforce interface too complex for detailed data analysis? Many users prefer to analyze their Salesforce data in a tool they’re already familiar with, such as Google Sheets, which also offers easy collaboration features. However, transferring data from Salesforce to Google Sheets can be quite a challenge. Let’s take a closer look at various methods to achieve this synchronization.

1. Salesforce Data Loader

Salesforce Data Loader is a Salesforce development tool that simplifies the import and export of large amounts of data. It can insert, update, delete, and export Salesforce data.

Advantages of Salesforce Data Loader

• Customizable and flexible: Supports all objects, drag-and-drop field mapping (including custom objects), and provides detailed success and error CSV files.
• Handles large datasets: Data Loader accepts files with up to 5 million records.

Disadvantages of Salesforce Data Loader

• Manual data exports: There is no option for scheduling automatic synchronization.
• Limited support for extremely large files: While 5 million records per synchronization may be sufficient for some organizations, others may encounter issues and need to explore partner solutions that support larger table sizes.
• Developer tool: Although technically able to solve our Salesforce-to-Google Sheets synchronization problem, Data Loader was not designed for business users.

For most users looking to analyze Salesforce data in Sheets, this method may not be suitable. Let’s explore other automated options that can save you a significant amount of time.

2. Google Cloud Connector for Salesforce

The Salesforce Data Connector for Google Cloud is a simple extension for Google Sheets that allows you to:

• Refresh Salesforce data in Sheets manually and on a scheduled basis.
• Import data based on custom queries or Salesforce Object Query Language (SOQL) queries.
• Add, update, and delete Salesforce data based on changes in Sheets.
• Import Salesforce reports.

Once you’ve installed the connector, you can find it in the Extensions menu alongside your other Sheets add-ons. For a detailed guide on configuring and using this add-on, check out this Layer guide.

Advantages of the Salesforce Data Connector

• User-friendly: If you’re familiar with Google Sheets add-ons, using the Salesforce connector will be highly intuitive and straightforward.
• No additional cost: Many methods on this list require additional SaaS tools and/or subscriptions. The Salesforce connector is free if you have an Enterprise, Performance, Unlimited, or Developer subscription. If you have a Professional subscription, you can request Salesforce to enable API access (additional costs may apply).

Disadvantages of the Salesforce Data Connector

• Limited synchronization scheduling options: You can schedule recurring synchronizations, but your only options are 4, 8, 12, or 24-hour intervals. Additionally, you can only create one schedule for all reports within a sheet.
• Limited customization and flexibility: While ease of use is the biggest advantage, it comes at the expense of customization and flexibility.
• Data size limitations: If you’re working with large datasets containing more than 2000 rows, you may encounter errors.

3. Point-to-Point Data Transfer Tools

Point-to-point data transfer tools, such as Coefficient for Google Sheets, help you import data from third-party SaaS tools (like Salesforce) into Google Sheets. While some of the other methods presented here are compatible with a variety of destinations, tools like Coefficient only work with a single data destination: Sheets. They even offer an impressive selection of free Salesforce reports and dashboards that you can use directly in Sheets.

To use Coefficient, install their extension from the Google Marketplace. Once the extension is installed, you can access it from the Extensions menu in Sheets.

Advantages of Point-to-Point Data Transfer Tools

• Extremely easy to use: Point-to-point transfer tools are intuitive and accessible to almost anyone, regardless of their technical skill level.
• Scheduled synchronizations: If you want regularly updated data synced to Sheets on a daily or weekly basis, tools like Coefficient are an excellent choice.
• Ability to mix data sources: While Coefficient only supports a single destination, it can accommodate various data sources. This can be handy when using a suite of SaaS tools like Salesforce, HubSpot, Stripe, etc., and you want to create a combined report that presents a more complete picture.

Disadvantages of Point-to-Point Data Transfer Tools

• Limited data transformation capabilities: Coefficient and similar tools don’t offer many data transformation options, which can be a drawback depending on the questions you’re trying to answer from your Salesforce data.
• Limited data destinations: If you only need to transfer data from Salesforce to Sheets, a tool like Coefficient will suffice. However, it’s wise to consider long-term usability and scalability. For example, your teams may want to transfer Salesforce data to Notion or Coda in addition to Sheets. To avoid budget bloat, look for versatile solutions that integrate with your current and future data sources and destinations.

Point-to-point data transfer tools are a solid option if you’re looking for an easy way to get Salesforce data into Sheets. The predefined templates provided by Coefficient are also a welcome addition.

4. Automation Tools

Salesforce and Google Sheets cannot “communicate” with each other, which is why transferring data from one tool to the other can be challenging. To open the lines of communication, you can use an iPaaS (integration platform as a service) tool, which powers the automation of repetitive tasks between disconnected applications without needing developers to create the integration.

Zapier is one of the most popular iPaaS tools. You can use it to set up automated workflows (called Zaps) that run based on specific triggers and actions you define. You can send data from Salesforce to Sheets, and vice versa (and that’s just the beginning of what’s possible).

To create a Zap to move data from Salesforce to Sheets, you need to:

1. Authenticate your Salesforce and Google Sheets accounts.
2. Select Salesforce as the trigger from Zapier’s connected apps list.
3. Select the app that will receive the data: Google Sheets.
4. Choose the data you want to send from Salesforce to Sheets.

Once everything is set up, I always recommend testing each Zap to ensure everything is working correctly.

Advantages of iPaaS Tools

• Extremely user-friendly: iPaaS tools like Zapier don’t require technical knowledge or programming skills. You can set up an automation to Sheets in minutes.
• Affordable and versatile: Zapier and other iPaaS tools are reasonably priced. Subscription fees are reasonable, especially considering all the potential use cases you can automate.

Disadvantages of iPaaS Tools

• Limited customization options: You’re limited to the pre-built workflows within the app, which restricts your ability to work with your Salesforce data.
• Programming skills are required for more complex operations: Salesforce has powerful APIs that allow for more integrations with Google Sheets. If you have technical skills or access to technical resources, this may not be an issue.
• Creates a point-to-point data architecture: The table below from Census illustrates the difference between point-to-point architecture and hub-and-spoke architecture:

Point-to-Point Architecture:
Salesforce -> Tool 1 -> Tool 2 -> Sheets

Hub-and-Spoke Architecture:
Salesforce -> Cloud Data Warehouse -> Sheets

As you add more automations, your integrations become increasingly complex. This may not be a problem for small organizations or teams, but it can quickly become problematic as your business and marketing operations become more complicated.

5. AI-Assisted Automation Tools for Automatic Data Sync

By now, we’ve all heard of ChatGPT, but artificial intelligence (AI) has diverse applications. I firmly believe that AI will help individuals develop superpowers at work and be more effective than ever. In fact, AI can assist in solving the challenge of “transferring Salesforce data to Google Sheets.”

In many companies, data analysts and engineers are responsible for entire data pipelines, including moving data to where people will consume it (often, a BI tool like Looker or Tableau).

AI-assisted data tools are changing the game, empowering anyone to delve into data analysis, not just data professionals. AirOps is an example of such a tool – an AI-assisted platform that helps users easily integrate data into live documents, including Google Sheets.

Full disclosure: I am a co-founder of AirOps. While I believe it’s an excellent tool for certain use cases, my main goal with this article is to help you find the best way to sync Salesforce data with Google Sheets. If any of the other methods on this list are a better fit, go for it!

Let’s see how an AI-assisted data tool like AirOps helps you move Salesforce data to Sheets:

1. Follow the instructions to connect to an existing data stack or create a new one in less than five minutes.
2. Set up a recurring sync by choosing your destination (in this case, Google Sheets, but others are available).
3. Select a table from your data warehouse, then filter, sort, and remix your data to create your perfect Salesforce dataset.
4. Configure your sync by choosing a sync frequency and confirming the sync location. You can also set up notifications, choose to lock the sheet, and more.
5. Now, a sheet with your Salesforce data will automatically update at the frequency you chose.

Here’s an example of an AirOps-powered Google Sheet that includes Salesforce data:

Advantages of AI-Assisted Data Tools

• Powerful, flexible, and customizable: AirOps provides great flexibility, especially when it comes to data transformations. For example, if you want to display a deal conversion rate, you can create the view in your data warehouse within AirOps and then send it to Sheets.
• Natural language AI querying: Ask questions in natural language, such as “Which salesperson closed the most deals in the shortest time last quarter?”
• User-friendly for both the data team and end users: If your sales team consists of a mix of technical and non-technical individuals, a tool like AirOps (or something offering similar features) can meet the needs of both user groups.

Disadvantages of AI-Assisted Data Tools

• Best for truly data-centric organizations: You don’t need a modern data stack or even a data warehouse to use AirOps, but there needs to be consensus within the organization or department on the value of data.
• Most cost-effective with multiple data sources and destinations or with in-depth use cases: AirOps supports 250+ data sources, including HubSpot, Salesforce, Zendesk, and other SaaS tools.

AI-assisted data tools offer powerful and highly customizable solutions for moving Salesforce data to Google Sheets. These tools are ideal for organizations looking to extract even more value from their data by reintegrating it into their everyday analytical tools like Sheets.

Reverse ETL Tools like Census and Hightouch

The term “Reverse ETL” refers to the process of replicating data from a storage system (such as a data warehouse) to third-party tools and applications you use for day-to-day operations, like Salesforce. Reverse ETL is a burgeoning sector in the data industry, with Census and Hightouch currently leading the way.

The process of setting up a Reverse ETL tool to move data from Salesforce to Google Sheets involves:

1. Authenticating the required accounts (in this case, Salesforce and Sheets).
2. Selecting your data source and destination.
3. Defining your model using SQL queries or selecting an existing model from another tool like dbt or Looker.
4. Mapping the different fields of your model to Salesforce data.
5. Configuring and scheduling the synchronization.

In theory, it’s simple, but a lot of work happens behind the scenes, including data extraction, ingestion, transformation, and storage.

Advantages of Reverse ETL

• Powerful and customizable: Reverse ETL is a powerful and flexible solution for moving Salesforce data to Google Sheets. You can customize synchronizations to near-real-time intervals, perform complex transformations to ensure your sales teams have the exact information they need, and much more.
• Extract even more value from your Salesforce data: Reverse ETL helps you extract additional value from your data by feeding it back into everyday analysis tools like Sheets.

Disadvantages of Reverse ETL

• Overkill for simple use cases: Reverse ETL is truly worth it when you have multiple data sources and destinations or a more complex Salesforce use case.
• Requires a data warehouse: If your organization doesn’t have a data warehouse or another centralized data repository, Reverse ETL is not an option.
• Configuration requires technical support: Most companies using Reverse ETL solutions have an in-house data team or a competent Salesforce administrator who knows how to work with data and data tools.
• Requires properly modeled data: As mentioned above, you’ll also need someone to model your Salesforce data if you want to use Reverse ETL.

While Reverse ETL is powerful and highly customizable, a lot of work is required to make it a viable solution for moving Salesforce data to Google Sheets.

Conclusion

So, which method should you choose to synchronize Salesforce data in Google Sheets? It depends, but here’s a quick summary of the options:

• Use Salesforce Data Loader for a developer-friendly, one-time, and manual solution to move data to Sheets.
• Use the Salesforce Data Connector for Sheets for a user-friendly solution if the synchronization scheduling intervals suit your needs.
• Try a point-to-point data transfer tool like Coefficient if you want a user-friendly tool, scheduled synchronizations, and an environment designed for Sheets.
• Use Zapier or another iPaaS tool if the available automations meet your needs.
• Try an AI-assisted data tool like AirOps if you need a powerful and customizable solution that can adapt to your organization’s shift toward a data-driven approach.
• Try a Reverse ETL tool like Census or Hightouch for more advanced use cases, especially if you have the support of a data team or a competent Salesforce administrator.

Each method has its strengths and weaknesses, so choose the one that best fits your specific requirements. With the right synchronization tool, you can unlock the full potential of your Salesforce data in Google Sheets. Happy syncing!

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