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Automation and AI · guide

Google Apps Script: automating Sheets and Workspace

Apps Script is Google's cloud scripting platform. With JavaScript it automates Google Sheets, Gmail, Drive and Calendar and pulls data from external APIs. It is the fastest way to build a small data pipeline without a server.

Made by
Google
Price
Free, with quota limits
Language
JavaScript
Runs on
Triggers and schedules
View the serviceGet training

What is Google Apps Script?

Apps Script code runs on Google's servers and starts automatically on a time or event trigger. For example, every morning it pulls spend from ad APIs into Sheets, and Data Studio then shows that sheet.

For a marketing team the value is removing manual work: copying reports, e-mail alerts, budget checks. At large volumes BigQuery and dedicated connectors are more reliable.

What Apps Script makes possible

  1. Sheets automation

    Calculation, formatting and clean-up.

  2. Data from APIs

    Pulling ad and CRM data.

  3. Scheduled jobs

    Automatically every hour or every day.

  4. E-mail alerts

    When a budget or metric crosses a threshold.

  5. Google Ads scripts

    Automated rules inside the account.

  6. Custom functions

    Your own formulas for Sheets.

What Apps Script works with

  • Google Data Studio

    A free dashboard tool. Shows GA4, ad and spreadsheet data in one place.

    Open the guide

  • Google BigQuery

    A serverless data warehouse. GA4 raw data and large-scale SQL analysis.

    Open the guide

  • Google Ads

    Search, YouTube, Display and Performance Max campaigns.

    Open the guide

  • Google Analytics 4

    Event-based web and app analytics. Funnels, conversions and audiences.

    Open the guide

My experience

Projects where I used Apps Script:

  • [Project: brand, what I built, result %]
  • [Project: brand, what I built, result %]
See the cases

Apps Script resources

  • Template

    KPI dashboard for leadership

  • Template

    UTM builder and naming convention

  • Guide

    Claude Code guide

  • Training

    Apps Script training

    Hands-on Apps Script training for your team, on your own account and data.

  • Service

    Automated reporting and processes

    Automating recurring reports and operations.

    from about 700 AZN

Questions about Apps Script

Is Apps Script free?

Yes, it is free with a Google account. There are daily run and request quotas.

Do I need to know how to code?

Basic JavaScript is needed. Adapting existing scripts is easier.

When is Apps Script not enough?

When data volumes are large, run time hits the limit or high reliability is needed, I choose BigQuery or a separate server solution.

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