How to build a field using a CASE WHEN statement in Looker Studio?

Maybe that you are a very proficient professional in Looker Studio, but you haven't developped any skill in SQL (yet). Why bother, given the fact that Looker Studio is so intuitive and so user-friendly?

Well, you might want to reconsider this as SQL is the new Excel (or is it Looker Studio?), and can save your ass in many occasions. In this article, I'll show you how to build a field using a CASE WHEN statement in Looker Studio.

It's a very interesting feature when your dataset doesn't give you exactly what you want, and so you need to build your own metrics & dimensions.

But in reality, this article is a SQL introduction for people who haven't had the time to learn it yet, to give you eager to study it. You can unlock many features by knowing its syntax, so please do it!

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CASE WHEN syntax

Basically, CASE WHEN statement in SQL/Looker Studio is the equivalent of the IF (THEN) statement in Excel. Its syntax is very easy. Starts with a single CASE, then all WHEN THEN one after the other. Maybe a ELSE if you want to have a condition when no condition is met (not compulsory, but then if no condition is met, you'll get a NULL), and then close it with a single END.


WHEN ... THEN ....

WHEN ... THEN ....

WHEN ... THEN ....

ELSE ...


As easy as that! In Looker Studio, it can be applied to either metrics or dimensions (which makes it super powerful), you can include operations and REGEX, but beware, Looker Studio doesn't like when you mix metrics & dimensions in the same formula (we'll come back to this point later).

CASE WHEN operators

Very classic here:

  • Matches: WHEN Country="Spain" THEN ...
  • Doesn't match: WHEN Country <>"Spain" THEN ...
  • In list: WHEN Country IN ("Spain","United Stated") THEN ...
  • Not in list: WHEN Country NOT IN ("Spain","United Stated") THEN ...
  • Mathematical operators: WHEN Sessions > 20 THEN ...

You can go one step beyond using formulas or mixing conditions:

  • Contains: WHEN CONTAINS_TEXT( Country,"Spain") THEN ...

  • Accepts AND/OR: WHEN Country="Spain" AND Device="Mobile" THEN ...

You can even embed them to have multi-level conditions. Possibilites are endless!

CASE WHEN as a new dimension

Now, let's say you've got a table that gives you sessions by country from a GA4 property, like this one:

Looker Studio case when table

F*cking long tail, impossible to read, so I want to group all small countries together (small in terms of sessions, obviously). In order to do so, I'll create a new dimension to replace the current Country one, Add field, and input the following formula:


WHEN Country="Spain" THEN "Spain"

WHEN Country="United States" THEN "United States"

ELSE "Rest of the World"


Looker Studio case when formula

That's it, I've built a new dimension using a CASE WHEN statement. Cool right? As mentioned, sky is the limit, it really depends on what you want to achieve, but in most cases this statement will help you ease the reading of your tables, charts, pivot tables, ...

CASE WHEN as a new metric

It starts getting interesting. What about if we wanted to play with CASE WHEN on metrics?! We can as well.

Be careful here, the default aggregation is going to be key. If you write a condition like WHEN sessions>100, and that the default aggregation is sum, well condition will apply when SUM(sessions)>100 in reality. But if default aggregation was average, then your condition would be AVG(sessions)>100, not the same right?

Here, I know that Analytics provides sum as default aggregation, so I can go without fear and create a new metric as follow:


WHEN Sessions>100 THEN "A lot"

WHEN Sessions>25 THEN "Many"

ELSE "Neh"


Looker Studio case when for metrics

Don't mix metrics & dimensions in CASE WHEN

I'm really sorry, but you can't do that:

Looker Studio case when mix

But you can go wild, as long as you keep the same dimension only or metric only level. Like this one. Gives a result, as we stayed at the metric level. It's just to give you an idea on what you can do here. As long as you don't mix, your dimensions or metrics can go both in the WHEN and in the THEN statement, and nothing forces you to always use the same:

Looker Studio case when works but doesnt make sense

I hope you got it by now. With this simple SQL statement, you can upgrade your dataviz to the next level in no time!


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