How to Make a Sunburst Chart in Google Analytics

A sunburst chart is one of the best ways to see how different parts of your marketing contribute to the whole. It transforms nested, hierarchical data into an intuitive, circular visualization that instantly reveals relationships between your traffic channels, sources, and campaigns. This guide walks you through exactly how to turn your Google Analytics data into a revealing sunburst chart, even though GA doesn't offer one out of the box.

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What is a Sunburst Chart (and Why Should You Care)?

Think of a sunburst chart as a multi-layered pie chart. While a pie chart shows you parts of a single whole (like what percentage of traffic comes from Paid vs. Organic), a sunburst chart goes deeper, showing you the hierarchy within that data.

It consists of concentric rings:

• The innermost ring represents the top level of your hierarchy. For Google Analytics, this would typically be your main channel groupings (e.g., Organic Search, Direct, Paid Search, Referral).
• Each outer ring breaks down the previous ring into its sub-categories. The second ring could show you the specific sources/mediums within each channel (e.g., 'google / organic' for Organic Search, or 'facebook / cpc' for Paid Social).
• The rings that follow can go even further, showing you the specific campaigns within each source/medium.

The arc length of each segment represents its value (like sessions, users, or conversions), making it easy to see which specific campaign within a source contributes the most traffic to its parent channel. For marketers, this is incredibly valuable. In one glance, you can see not just that Paid Search is performing well, but that a specific "Summer-Sale-2024" campaign on Google Ads is driving the majority of that success.

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The First Hurdle: Google Analytics Doesn't Make Sunburst Charts

Let's get this out of the way first. Google Analytics (both Universal Analytics and GA4) does not have a native feature to create sunburst charts. Its reporting interface is built around standard tables, line graphs, bar charts, and geo maps. While these are great for many tasks, they don't visualize deep hierarchical relationships as effectively as a sunburst.

But that doesn't mean it's impossible. It just means we need a two-step process:

1. Export the right hierarchical data from Google Analytics.
2. Use an external tool like Google Sheets or Looker Studio to build the visualization.

This is a standard workflow for anyone doing custom analysis. Let's walk through how to do it.

Step-by-Step: Exporting Hierarchical Data from GA4

To build our chart, we first need to pull the data in the right structure. The best way to do this in Google Analytics 4 is by using the "Explore" reports, which give you the flexibility to combine dimensions and metrics in a custom table.

Here’s how to create and export your dataset:

1. Navigate to the Explore Tab: In the left-hand navigation menu of your GA4 property, click on Explore.
2. Create a New Exploration: Choose the Free-form template. This gives you a blank canvas to build your own table.
3. Import Your Dimensions: Dimensions are the "what" you are measuring - the categories. You need to group these hierarchically. In the Variables column on the left, click the “+” icon next to Dimensions. Search for and import the following (or similar dimensions matching your tracking setup):
4. Import Your Metric: The metric is the quantifiable number you are measuring. In the Variables column, click the “+” icon next to Metrics. Search for and import the metric you want to visualize, such as:
5. Build Your Table: Now, drag your imported dimensions and metrics from the Variables column to the Tab Settings column. The order is critical for the hierarchy.
6. Export the Data: In the top right corner of the report, you'll see a small export icon (a sheet with a downwards arrow). Click it and select Export to Google Sheets. This will create a new Sheet in your Google Drive with all the data nicely formatted.

You now have a beautifully organized table in Google Sheets showing your sessions, perfectly structured by Channel > Source / Medium > Campaign. Now for the fun part: visualizing it.

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Option 1: Build a Visualization in Google Sheets

Google Sheets is the quickest and most accessible way to create your chart. While Sheets doesn't have a native sunburst chart type, it does have a Treemap chart, which accomplishes the same goal of visualizing hierarchical data. For those set on the circular format, specialized add-ons are available.

The Quick Native Method: Using a Treemap Chart

A treemap chart displays hierarchical data as a set of nested rectangles. Think of it as a rectangular sunburst. It's fantastic for quickly seeing proportions.

1. Prepare Your Data: Your exported data from GA4 is almost ready. The data needs to be in a flat structure with one row for each unique path (e.g., one row for Direct > (direct) / (none) > (not set)). Your GA4 exploration export already does this!
2. Select Your Data: Highlight all the columns containing your dimensions and your metric (e.g., columns A, B, C, and D).
3. Insert the Chart: Go to the menu bar and click Insert > Chart. Google Sheets might default to a bar or pie chart.
4. Choose Treemap: In the Chart editor on the right, click the dropdown under Chart type. Scroll down to the "Other" category and select Treemap chart.

Instantly, you'll see a visualization where large rectangles represent top channels, and nested within them are smaller rectangles for sources, and still smaller ones for campaigns. You can hover over any rectangle to see the specific path and its corresponding session count.

For the Sunburst Purists: Using a Google Sheets Add-on

If you have your heart set on the classic circular sunburst chart, you'll need a little help from a third-party add-on.

1. Get an Add-on: In the menu, go to Extensions > Add-ons > Get add-ons.
2. Search for a Charting Tool: In the search bar of the Google Workspace Marketplace, type "sunburst chart" or "hierarchy chart." You'll find several tools that can generate advanced visualizations.
3. Generate the Chart: Each add-on works a bit differently, but they generally follow the same steps. You'll activate the add-on, select the data range containing your hierarchy (your channel, source, and campaign columns) and your metric (the session column), and the tool will generate the sunburst visualization for you in a new sheet or as a floating image.

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Option 2: Level Up with Looker Studio

If you find yourself constantly exporting GA data and want a more permanent, automated solution, it's time to check out Looker Studio (formerly Google Data Studio). The key benefit here is a live data connection. Once you set up your chart, it updates automatically as new data comes into GA. No more weekly CSV downloads.

Like Google Sheets, Looker Studio doesn't have a native sunburst option, but its "Community Visualizations" feature lets you add charts created by third-party developers.

A Brief Guide to Making a Sunburst in Looker Studio

1. Connect to a New GA4 Data Source: Open a new Looker Studio report, click Add Data to Report > Google Analytics, and authorize your account. Search for your account name, property name, and add it to Looker Studio.
2. Select Sunburst Chart: In the menu bar, click Community Visualizations and Components, select your sunburst chart, add it to your report canvas, and authorize the tool to connect your data.
3. Configure the Chart: Click on the visualization, drag the hierarchical dimension into your chart data panel, and add your metric (like sessions).

The chart will instantly populate, pulling live information directly from your GA4 property. It's more setup work initially, but it pays dividends by automating your reporting workflow.

Tips for Designing an Effective Sunburst Chart

When displayed poorly, a sunburst chart can be a cluttered mess. Here are a few tips to keep yours clean and effective:

• Limit Your Levels: Analyzing too many hierarchical levels can be overwhelming. It's generally wise to go no deeper than three levels.
• Choose Colors Wisely: Use color gradations to enforce hierarchical or parent-child relationships. For example, one color represents the highest number of sessions while a darker shade indicates the lowest.
• Label Clearly: Ensure each segment is clearly labeled to provide interactive options for users to explore further details.

Final Thoughts

Though Google Analytics doesn’t have a native sunburst visual, the workflow to create one is not difficult. With a little effort, you can reveal critical insights into the relationships driving your analytics data. By visualizing these relationships, you gain a better understanding of where your strategy is succeeding and where it could improve. This empowers you to make informed decisions about your marketing efforts.