The short answer
- You can use Claude with Google Analytics by uploading GA4 exports, by running Google's open-source Google Analytics MCP server, or by adding a hosted connector such as Sprites.
- Connected, Claude turns a plain-English question into a GA4 report and answers it: sessions, conversions, revenue, landing pages, channels and funnels.
- Google's own server is read-only by default; its write tools need a flag and an edit scope, and you run and host it yourself.
- The Sprites GA4 connector adds a check of your GA4 setup, a join with Search Console, and GA4 audiences you approve before they are created.
GA4 holds the answer to most marketing questions and makes most of them hard to ask. Explorations, dimension pickers and sampling notices stand between "what happened last week" and an answer. Claude closes that gap once it can reach the data. This guide covers how to connect it and what to ask.
Three ways to get GA4 data into Claude
| Route | How it works | Good for | Watch out for |
|---|---|---|---|
| Export and upload | Download a report or exploration as CSV and attach it | A one-off question | The answer is bounded by the columns you exported |
| Google Analytics MCP server | Google's open-source server on the Admin and Data APIs, which you run locally or deploy yourself | Teams comfortable with Google Cloud credentials | Setup and hosting are yours; write tools need the --allow-write flag and the analytics.edit scope |
| Sprites connector | A hosted MCP server you add to Claude by URL | Marketers who want GA4 beside their ad accounts and Search Console | GA4 must be connected in Sprites first |
How to connect GA4 to Claude with Sprites
1. Open Customize, then Connectors
In Claude on the web or desktop, open Customize, then Connectors. On Team and Enterprise plans an Owner adds the connector once under Organization settings, then Connectors, and members click Connect.
2. Add a custom connector
Click Add, choose Add custom connector, name it Sprites and paste the Sprites MCP server URL. Leave the OAuth client on Claude's recommended setting.
3. Sign in and approve access
Claude opens the Sprites sign-in. Sign in with the account your marketing tools are connected to and approve. The grant can be revoked from Claude or Sprites at any time.
4. Connect Google Analytics in Sprites
In Sprites, connect Google Analytics 4 with the Google account that can view the property. Connect Search Console and Google Ads too if you want answers that join them.
5. Ask a first question
Turn the connector on for the chat from the + menu, then ask a question with a date range, such as what happened to conversions last week and which channel caused it.
Anthropic's help center says custom connectors work on Free, Pro, Max, Ultra, Team and Enterprise plans, with Free limited to one custom connector. Claude reaches a connector from Anthropic's cloud, so nothing runs on your machine. The Claude-specific walkthrough is on the GA4 and Claude setup page.
Prompts for the questions marketers ask
These work with a connection. With an export, add "using the attached file" and include the dimensions each one names.
Diagnose a drop. The question asked most often.
What happened to conversions last week compared with the week before?
Break the change down by default channel group, then by landing page for
the channel that moved most. State each channel's share of the change.Landing pages that earn and leak.
Top 20 landing pages by sessions for the last 30 days, with engagement rate,
key events and conversion rate. Flag pages with above-median traffic and
below-median conversion rate.Paid vs organic.
Compare revenue and conversions from Paid Search, Paid Social and Organic
Search, this quarter vs last quarter. Show totals, share of total and the
change for each.Funnel drop-off.
Build a funnel for the last 30 days: session_start, view_item,
add_to_cart, begin_checkout, purchase. Show users at each step, the drop-off
%, and the device category with the worst drop at each step.Ecommerce by product.
Item revenue and items purchased by item name for the last 30 days.
Top 15, plus any item whose revenue fell more than 30% vs the prior period.Check the setup before trusting the numbers.
Read the GA4 property configuration. Which events are marked as key events,
which Google Ads accounts are linked, and is anything missing that would make
conversions read zero or disagree with Google Ads?Post-click quality of ads traffic.
For Google Ads traffic in the last 30 days, break engagement rate and key
events down by Google Ads campaign and by search query. Which campaigns send
sessions that never engage?Realtime check after a launch.
Realtime: active users right now by page and by source. Is the launch page
getting traffic, and from where?Organic pages that rank but do not convert. This needs Search Console as well, covered in Claude and Search Console.
Join Search Console clicks, impressions and position with GA4 engagement and
conversions for our organic landing pages. Which pages pull clicks but do not
engage or convert?A standing weekly brief.
Every Monday at 8am, send me sessions, key events and revenue for last week
vs the week before, the biggest mover by channel, and one thing to check.A worked example: the conversion drop
An ecommerce store sees purchases fall from 1,240 to 1,010 week over week, a drop of 230. Asked the first prompt above, Claude returns a breakdown like this:
| Channel | Last week | Prior week | Change | Share of drop |
|---|---|---|---|---|
| Paid Social | 310 | 480 | -170 | 74% |
| Organic Search | 290 | 320 | -30 | 13% |
| Paid Search | 260 | 270 | -10 | 4% |
| Direct and other | 150 | 170 | -20 | 9% |
| Total | 1,010 | 1,240 | -230 | 100% |
The answer names Paid Social as three quarters of the drop, so the next question goes to Meta, not to GA4. Prompts for that step are in Claude for Meta ads.
GA4 quirks Claude should tell you about
- Users are not additive. Users are deduplicated, so the users in each channel do not sum to the total. Ask Claude to use sessions when you want parts that add up.
- Recent data is still settling. The last day or two can change. Compare complete weeks.
- Platforms and GA4 disagree. Google Ads and GA4 count conversions differently by design. The reasons are laid out in GA4 vs Google Ads.
- Bad tagging becomes bad answers. If campaigns land in Unassigned, fix tracking first; UTM parameters not showing in GA4 covers the common causes.
Where Sprites fits
Sprites connects GA4 to Claude as a hosted MCP connector. Answers come back as tables built from the property's own numbers, with period-over-period changes, share of total, cross-tabs, filters, funnels, realtime snapshots and your custom dimensions. It reads the property setup and names anything missing, such as no key events configured. Because the same connector reads Google Ads, Meta and Search Console, a GA4 answer can be checked against the platforms. GA4 audiences, such as visitors to pricing who never purchased, are created only after you approve the card, and flow to linked Google Ads accounts for remarketing.
More analytics and reporting prompts are in Claude marketing prompts. Plans start at $99 a month, with a 7-day trial for $1.
Claude and Google Analytics questions
Can Claude connect to Google Analytics?
Yes. Claude connects to Google Analytics 4 through an MCP connector. You can run Google's open-source Google Analytics MCP server yourself, or add a hosted connector such as Sprites by URL. Without either, you can export GA4 reports as CSV and upload them.
Is there an official Google Analytics MCP server?
Yes. Google publishes an open-source Google Analytics MCP server built on the Admin and Data APIs. You run it locally or deploy it yourself with Google credentials. Its tools read by default, and its write tools need an explicit flag and the analytics.edit scope.
What can Claude do with GA4 data?
Claude can answer questions about sessions, users, conversions and revenue for any period, break changes down by channel, landing page or device, build funnels, rank products by revenue and check the property setup. It explains the result in plain language with the numbers attached.
Can Claude change my GA4 settings?
Through Sprites, the only GA4 change is creating or archiving audiences and turning on ads personalization for a linked Google Ads account, each after you approve a card. Reports, events and property settings are read, not changed.
Why do Claude's GA4 numbers not match Google Ads?
Because GA4 and Google Ads count conversions differently by design, with different attribution models, windows and conversion definitions. Ask Claude to read the GA4 property configuration and the Ads link first, then compare like for like.
Do I need a paid Claude plan to connect GA4?
No. Anthropic says custom connectors are available on every Claude plan, with the Free plan limited to one custom connector. Paid plans add more usage, which matters for long analytics sessions.