Mastering Looker Studio Formulas: Essential Guide for Data Insights

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Imagine cutting your reporting time in half while uncovering insights your spreadsheets miss. That’s the power of Looker Studio—Google’s data visualization tool adopted by over 6000 companies worldwide as of 2025.

Many Looker Studio users fall into a common trap: they master drag-and-drop visualizations but stop short of learning formulas - the very feature that turns static reports into dynamic analysis engines. These formulas are your secret weapon to:

Fix messy data
Answer urgent questions
Automate what you’d normally do in Excel

A McKinsey study found data-driven organizations are 23x more likely to acquire customers (Source). Looker Studio formulas put that power in your hands—no coding needed.

Understanding Looker Studio Formulas: The Building Blocks of Smart Reporting

What Are Calculated Fields?

Looker Studio's calculated fields transform raw data into actionable business insights through custom formulas. These powerful tools:

Create new metrics from existing data (e.g., conversion rates)
Clean and standardize data (e.g., formatting phone numbers)
Enable advanced analysis without altering source data

Key Data Components in Looker Studio

Component	Description	Example
Dimensions	Qualitative attributes for grouping	Region, Product Category
Metrics	Quantitative values for measurement	Revenue, Units Sold
Calculated Fields	Custom formulas combining both	Profit Margin, Conversion Rate

Practical Applications for Business Users

Marketing Teams:
- Create custom conversion metrics
- Examples
  - ROI = (Revenue - Ad Spend) / Ad Spend
  - Conversion Rate = (Conversions / Sessions) * 100
Sales Operations:
- Compute pipeline velocity
- Build territory performance dashboards
- Examples
  - Pipeline Velocity = (Deal Amount Win Rate) / Sales Cycle Length
  - Average Deal Size = SUM(Opportunity Amount) / COUNT(Opportunities) Territory
  - Performance = (Actual Sales / Quota) 100
Executives:
- Develop company-wide KPIs
- Create normalized performance metrics
- Examples
  - YoY Growth = (Current Year Revenue - Prior Year Revenue) / Prior Year Revenue
  - EBITDA Margin = (EBITDA / Total Revenue) * 100
  - Customer Lifetime Value = Average Order Value Purchase Frequency Customer Lifespan

When to Use Formulas

To combine multiple data points
When source data needs transformation
For creating standardized metrics across reports
When working with blended data sources

Now that your calculated field is saved in the data source, you can use it in any report connected to this dataset. Simply edit your charts and add the new field under Metrics or Dimensions as needed.

Guide to Looker Studio Formula Syntax

Mastering Looker Studio's formula syntax transforms raw data into actionable insights. This section breaks down the essential components for creating reliable, high-performance calculations in your data visualizations.

Core Syntax Components

Looker Studio supports three operator classes for calculated fields:

Arithmetic Operators (for mathematical calculations)

Addition (+), Subtraction (-)
Multiplication (*), Division (/)
Modulus (%), Exponentiation (^)

Comparison Operators (for conditional functions)

Equal to (=), Not equal to (!=)
Greater than (>), Less than (<)
BETWEEN (for range checks)

Logical Operators (for branching logic)

AND, OR, NOT
IN (for multiple value checks)
IS NULL/IS NOT NULL (for missing data)

How to Create Calculated Fields in Looker Studio

Calculated fields transform raw data into actionable insights. This section provides a step-by-step guide to creating them at both the data source and chart levels, along with best practices for implementation.

Creating Calculated Fields in Data Source

Navigate to "Resource" > "Manage added data sources"
If there are multiple data sources in the report, then select the data source in which you want to add a calculated field and click on the "Edit" icon
Click on the "Add a Field" button, and select the "Add Calculated Field" from the dropdown
Name the Field and enter the formula using Looker Studio's function syntax in the formula field. For example: Profit Margin = ((Revenue - Cost) / Revenue) * 100
Verify the formula and click "Save" and then "Done"

With your calculated field now established at the data source level, this metric becomes automatically available across all existing and future reports utilizing this dataset. To implement:

Select the chart which you want to edit and add the Calculated Field in, and add the field in Metric/Dimension (as per your need)

Once you add the field in the metrics section, the chart will automatically update, reflecting the changes immediately.

Creating Calculated Fields in Specific Charts

Select the chart where you want to add the calculated field and click on the pencil icon
In the properties panel, locate "Dimensions" or "Metrics"
Click "Add a field" and select "Add calculated field" from the dropdown
Name the Field and enter your formula using Looker Studio's function syntax in the formula field for example: CTR (Click-Through Rate) = (Clicks / Impressions) * 100
Verify the formula and click "Save" and then "Done"

This calculated field has been successfully created for exclusive use within this specific visualization. To implement it, simply add the field in the chart's setup panel, just as you would with any standard field.

When to Use Chart-Level vs. Data Source Fields:

Data Source Fields	Chart-Level Fields
Reusable across multiple reports	Limited to a single chart
Ideal for standardized metrics	Best for ad-hoc analysis
Require data source access	Can be created by any editor

Technical Note: While chart-level fields offer flexibility, they may impact report performance when overused in complex dashboards. Evaluate moving to data source calculations when metrics demonstrate long-term value.

Looker Studio Function Reference

Aggregation functions

Function	Description	Syntax	Data Type	Use Case Example
COUNT	Counts all non-null values	COUNT(X)	Any	COUNT(Order_ID) - Total orders placed
COUNT_DISTINCT	Counts unique non-null values	COUNT_DISTINCT(X)	Any	COUNT_DISTINCT(Customer_ID) - Unique customers
MAX	Returns maximum value	MAX(X)	Numeric/Date	MAX(Revenue) - Highest sale amount
MEDIAN	Calculates median (50th percentile)	MEDIAN(X)	Numeric	MEDIAN(Salary) - Typical employee salary
MIN	Returns minimum value	MIN(X)	Numeric/Date	MIN(Temperature) - Lowest recorded value
PERCENTILE	Calculates specified percentile	PERCENTILE(X, N)	Numeric	PERCENTILE(Revenue, 90) - Top 10% performance
STDDEV	Measures standard deviation	STDDEV(X)	Numeric	STDDEV(Monthly_Sales) - Sales volatility
SUM	Calculates total of all values	SUM(X)	Numeric	SUM(Profit) - Quarterly profit total
VARIANCE	Computes statistical variance	VARIANCE(X)	Numeric	VARIANCE(Test_Scores) - Score distribution

Arithmetic functions

Function	Description	Syntax	Parameters	Use Case Example
ACOS	Returns arc cosine in radians	ACOS(X)	X: Number between -1 and 1	Calculate angles in engineering models
ASIN	Returns arc sine in radians	ASIN(X)	X: Number between -1 and 1	Signal processing calculations
ATAN	Returns arc tangent in radians	ATAN(X)	X: Any number	Slope angle calculations
CEIL	Rounds up to nearest integer	CEIL(X)	X: Number	CEIL(3.2) = 4 (for inventory ordering)
COS	Returns cosine of angle	COS(X)	X: Angle in radians	Waveform analysis
FLOOR	Rounds down to nearest integer	FLOOR(X)	X: Number	FLOOR(2.9) = 2 (for conservative estimates)
LOG	Natural logarithm (base e)	LOG(X)	X: Positive number	Growth rate calculations
LOG10	Base-10 logarithm	LOG10(X)	X: Positive number	pH/decibel scaling
NARY_MAX	Returns largest value	NARY_MAX(X,Y,...)	2+ numbers	Find highest score across multiple tests
NARY_MIN	Returns smallest value	NARY_MIN(X,Y,...)	2+ numbers	Identify minimum temperature across sensors
POWER	Raises to specified power	POWER(X,Y)	X: Base, Y: Exponent	Compound interest calculations
ROUND	Rounds to decimal places	ROUND(X,Y)	X: Number, Y: Decimals	ROUND(3.14159,2) = 3.14 (financial reporting)
SIN	Returns sine of angle	SIN(X)	X: Angle in radians	Tide height predictions
SQRT	Square root	SQRT(X)	X: Non-negative number	Standard deviation calculations
TAN	Returns tangent of angle	TAN(X)	X: Angle in radians	Roof pitch calculations

Conditional functions

Function	Description	Syntax	Application	Output	Use Case Example
CASE	Evaluates multiple conditions sequentially	CASE WHEN cond1 THEN val1 WHEN cond2 THEN val2 ELSE default END	Multi-branch logic	Any data type	Tiered customer segmentation: CASE WHEN CLV>1000 THEN 'VIP' WHEN CLV>500 THEN 'Standard' ELSE 'New' END
CASE (Simple)	Simplified single-expression comparison	CASE expr WHEN val1 THEN res1 WHEN val2 THEN res2 ELSE default END	Single-variable matching	Any data type	Region grouping: CASE Region WHEN 'West' THEN 1 WHEN 'East' THEN 2 ELSE 3 END
COALESCE	Returns first non-null value	COALESCE(val1, val2, ...)	Handling missing data	First non-null input	Fallback values: COALESCE(Discount, 0)
IF	Basic conditional	IF(cond, true_val, false_val)	Binary decisions	Specified types	Performance flag: IF(ROI>1, 'Profitable', 'Loss')
IFNULL	Returns alternative if null	IFNULL(expr, alt_val)	Null handling	expr or alt_val	Default metrics: IFNULL(Engagement_Score, 100)
NULLIF	Returns null if equal	NULLIF(expr1, expr2)	Exception handling	expr1 or NULL	Error filtering: NULLIF(Score, -1)

Date functions

Function	Description	Syntax	Category	Use Case Example
CURRENT_DATE	Returns current date	CURRENT_DATE()	Current Date	CURRENT_DATE() as report refresh indicator
CURRENT_DATETIME	Returns current datetime	CURRENT_DATETIME()	Current Date	Timestamp for data freshness checks
DATE	Creates date from parts	DATE(year,month,day)	Date Construction	DATE(2023,12,25) for holiday analysis
DATE_DIFF	Date difference in units	DATE_DIFF(date1,date2,unit)	Date Calculation	DATE_DIFF(OrderDate,ShipDate,'DAY') for delivery time
DATE_FROM_UNIX_DATE	Converts Unix days to date	DATE_FROM_UNIX_DATE(days)	Conversion	Convert analytics timestamps
DATETIME	Creates datetime from parts	DATETIME(year,month,day,hour,minute,second)	DateTime Construction	Event timestamp creation
DATETIME_ADD	Adds interval to datetime	DATETIME_ADD(datetime,interval)	DateTime Calculation	DATETIME_ADD(OrderTime, INTERVAL 2 HOUR) for SLA deadlines
DATETIME_DIFF	DateTime difference	DATETIME_DIFF(datetime1,datetime2,unit)	DateTime Calculation	DATETIME_DIFF(StartTime,EndTime,'HOUR')
DATETIME_SUB	Subtracts interval	DATETIME_SUB(datetime,interval)	DateTime Calculation	DATETIME_SUB(Now(), INTERVAL 30 MINUTE)
DATETIME_TRUNC	Truncates to unit	DATETIME_TRUNC(datetime,unit)	DateTime Conversion	DATETIME_TRUNC(LogTime,'HOUR') for hourly aggregates
DAY	Extracts day	DAY(date)	Date Part	DAY(BirthDate) for birthday campaigns
EXTRACT	Extracts date part	EXTRACT(part FROM date)	Date Part	EXTRACT(WEEK FROM SaleDate)
FORMAT_DATETIME	Formats datetime	FORMAT_DATETIME(format_string,datetime)	Formatting	FORMAT_DATETIME('%F',OrderDate) for ISO format
HOUR	Extracts hour	HOUR(datetime)	Time Part	HOUR(LoginTime) for peak usage analysis
MINUTE	Extracts minute	MINUTE(datetime)	Time Part	MINUTE(Duration) for call center metrics
MONTH	Extracts month	MONTH(date)	Date Part	MONTH(InvoiceDate) for seasonal trends
PARSE_DATE	Converts string to date	PARSE_DATE(format,string)	Conversion	PARSE_DATE('%m/%d/%Y',input_string)
PARSE_DATETIME	Converts string to datetime	PARSE_DATETIME(format,string)	Conversion	Parse API response timestamps
QUARTER	Extracts quarter	QUARTER(date)	Date Part	Fiscal quarter reporting
SECOND	Extracts second	SECOND(datetime)	Time Part	Process timing analysis
TODATE	Converts to date	TODATE(value,format)	Conversion	TODATE(LastModified,'YYYYMMDD')
TODAY	Current date	TODAY()	Current Date	Age calculation: DATE_DIFF(TODAY(),BirthDate,'YEAR')
UNIX_DATE	Converts to Unix days	UNIX_DATE(date)	Conversion	System integration timestamps
WEEK	Extracts week number	WEEK(date)	Date Part	Weekly performance reporting
WEEKDAY	Day of week (1-7)	WEEKDAY(date)	Date Part	CASE WEEKDAY(date) WHEN 1 THEN 'Sun'...END
YEAR	Extracts year	YEAR(date)	Date Part	Annual comparison calculations
YEARWEEK	Year+week number	YEARWEEK(date)	Date Part	Weekly trends across years

Geo functions

Function	Description	Syntax	Input	Output	Visualization	Use Case Example
TOCITY	Converts to city name	TOCITY(location)	Coordinates/IP/Address	City name	Point maps	Customer location mapping: TOCITY(Customer_IP)
TOCONTINENT	Converts to continent	TOCONTINENT(location)	Coordinates/IP/Address	Continent name	Regional maps	Global traffic analysis: TOCONTINENT(Server_Location)
TOCOUNTRY	Converts to country	TOCOUNTRY(location)	Coordinates/IP/Address	Country name	Filled maps	International sales: TOCOUNTRY(Shipping_Address)
TOREGION	Converts to region/state	TOREGION(location)	Coordinates/IP/Address	Region name	Bubble maps	Regional performance: TOREGION(Store_Location)
TOSUBCONTINENT	Converts to subcontinent	TOSUBCONTINENT(location)	Coordinates/IP/Address	Subcontinent name	Heatmaps	APAC vs EMEA comparison: TOSUBCONTINENT(Office_Location)

Miscellaneous functions

Function	Description	Syntax	Output	Use Case Example
CAST	Converts data types	CAST(expression AS type)	Specified type	CAST(OrderID AS STRING) for joining with text fields
HYPERLINK	Creates clickable links	HYPERLINK(url, link_label)	Interactive link	HYPERLINK(CONCAT("https://track.com/order=",OrderID), "Track Package")
IMAGE	Embeds image URLs	IMAGE(image_url, alt_text)	Visual element	IMAGE(Product_Photo_URL, Product_Name) for catalogs
NATIVE_DIMENSION	References native dimensions	NATIVE_DIMENSION(field_name)	Original field value	NATIVE_DIMENSION(Campaign_ID) when blending data sources

Text functions

Function	Description	Syntax	Use Case Example
CONCAT	Combines multiple strings	CONCAT(string1, string2, ...)	CONCAT(FirstName, " ", LastName) for full names
CONTAINS_TEXT	Checks for substring	CONTAINS_TEXT(field, "search")	CONTAINS_TEXT(Feedback, "excellent") for sentiment tagging
ENDS_WITH	Checks string ending	ENDS_WITH(field, "suffix")	ENDS_WITH(Email, ".edu") for academic users
LEFT_TEXT	Extracts leftmost characters	LEFT_TEXT(field, length)	LEFT_TEXT(OrderID, 3) for prefix analysis
LENGTH	Returns character count	LENGTH(field)	LENGTH(Comments) for response quality scoring
LOWER	Converts to lowercase	LOWER(field)	LOWER(ProductName) for case-insensitive matching
REGEXP_CONTAINS	Pattern matching	REGEXP_CONTAINS(field, regex)	REGEXP_CONTAINS(URL, r'\/products\/') for product page hits
REGEXP_EXTRACT	Extracts pattern matches	REGEXP_EXTRACT(field, regex)	REGEXP_EXTRACT(Log, r'ID:(\d+)') for ID extraction
REGEXP_MATCH	Full string pattern match	REGEXP_MATCH(field, regex)	REGEXP_MATCH(Phone, r'^\d{3}-\d{3}-\d{4}$') for format validation
REGEXP_REPLACE	Pattern-based replacement	REGEXP_REPLACE(field, regex, replacement)	REGEXP_REPLACE(Notes, r'\d', 'X') for number redaction
REPLACE	Simple string replacement	REPLACE(field, old, new)	REPLACE(Status, "OLD", "NEW") for value standardization
RIGHT_TEXT	Extracts rightmost characters	RIGHT_TEXT(field, length)	RIGHT_TEXT(TransactionID, 4) for last digits
STARTS_WITH	Checks string beginning	STARTS_WITH(field, "prefix")	STARTS_WITH(SKU, "PRO-") for product identification
SUBSTR	Extracts substring	SUBSTR(field, start, length)	SUBSTR(Timestamp, 6, 2) for month extraction
TRIM	Removes whitespace	TRIM(field)	TRIM(CustomerName) for clean data processing
UPPER	Converts to uppercase	UPPER(field)	UPPER(CountryCode) for standardized codes

Conclusion

Looker Studio formulas and functions unlock powerful insights, helping you turn raw data into clear, actionable reports. From calculated fields to aggregation functions, mastering these tools makes your reports more dynamic and insightful.

But as your datasets grow, things can get tricky. Slow performance, messy data types, or incorrect timezones can throw off your analysis. Fine-tuning chart-level calculated fields, cleaning up string data, and using the right conditional functions can make a huge difference.

That’s where ReportDash comes in. By streamlining blended data, optimizing custom metrics, and simplifying complex data models, it takes the hassle out of reporting—so you can focus on insights, not manual fixes.

Ready to make reporting effortless? Try ReportDash today and take your Looker Studio experience to the next level!

From Beginner to Pro: Looker Studio Formulas and Functions Explained