With all the specialized platforms like Google Analytics 4 and HubSpot, I'm wondering how much Excel is actually used in day-to-day Digital Marketing. Do I need to be an expert in Power Query to get hired at a top agency, or are the built-in reporting tools in these platforms sufficient?
3 answers
As an analyst in a New York agency, I can tell you that Excel is where all the "real" work happens. GA4 and HubSpot are great for looking at single channels, but when a client asks for an omnichannel ROI report, you have to export all that data and merge it in a spreadsheet. Mastering Power Query is a massive advantage because it allows you to automate the cleaning of messy CSV exports. If you can't manipulate data outside of the platform UI, you'll find your career growth hitting a ceiling very quickly.
Are you mostly handling SEO reporting or are you looking more into the paid media and PPC side of the business?
Yes, it’s essential. Most marketing dashboards are actually just fancy skins for a spreadsheet sitting in the background.
Spot on, Karen. I always tell my juniors that the dashboard is for the client, but the spreadsheet is for the person who actually needs to find the insights.
For PPC, it is absolutely non-negotiable. You’re constantly doing bulk uploads and keyword expansions that are ten times faster in a spreadsheet than in the web interface. Also, calculating "what-if" scenarios for budget changes is much easier in Excel. Most agencies in the US will actually give you an Excel test during the interview to see if you know how to handle VLOOKUPs and basic string manipulations for tracking URLs.