Power My Analytics offers several ways to connect your marketing data to Power BI. For most users, our native Power BI connector is the fastest and simplest way to get started. If your organization has specific infrastructure requirements, alternative integration paths through Azure SQL, BigQuery, Excel, and Google Sheets are also available.

Choose the Right Method for Your Needs

Native PMA Connector for Power BI (Recommended)

The fastest way to get your PMA data into Power BI is with our native Power BI connector. This connector loads your Data Builder datasets directly into Power BI Desktop - no intermediate exports, spreadsheets, or databases required.

With the native connector, you can:

• Load your Data Builder datasets directly into Power BI Desktop without any intermediary tools
• Import blended, business-ready data from multiple marketing platforms
• Refresh your data on demand within Power BI Desktop
• Set up scheduled refreshes using Power BI Service and a data gateway
• Create custom reports and interactive dashboards using your PMA data

The native Power BI connector uses Import mode, which loads a snapshot of your data into Power BI. To update your data, you can refresh manually in Power BI Desktop or configure scheduled refreshes through Power BI Service using a data gateway. The connector pulls data exclusively from Data Builder datasets, so make sure your datasets and data tables are configured in Data Builder before connecting.

For full setup instructions, including how to install the custom connector, authenticate with your PMA hub, load your data, and configure scheduled refreshes, see our complete guide:

Report Data in Power BI

Alternative Methods

If you have specific infrastructure requirements or prefer to route your PMA data through an intermediary platform before it reaches Power BI, the following alternative methods are available. These are best suited for organizations with existing data infrastructure that they want to leverage alongside PMA.

Azure SQL Database Export

For organizations using Power BI with SQL databases, our Azure SQL Database Export allows you to push your PMA data directly to Azure SQL and then connect it to Power BI. This is the best alternative if you need DirectQuery for live data access without importing, or if you want to combine your PMA marketing data with other enterprise data sources already in Azure SQL.

Benefits of using Azure SQL with Power BI:

• Direct integration with Power BI's native SQL connectors
• Support for DirectQuery to access live data without importing
• Ability to combine PMA data with other enterprise data sources in the same database
• Compatible with both Power BI Desktop and Power BI Service

Azure SQL Database exports require a Custom plan that includes data exports. Data exports are not automatically included in all Custom plans; availability depends on the terms of your specific agreement. Please contact our sales team for details.

For detailed instructions on setting up Azure SQL exports, see How to Export to Azure SQL Database.

Once your data is in Azure SQL, connect it to Power BI using Microsoft's guide to using DirectQuery in Power BI Desktop.

BigQuery Data Export

If your organization already uses BigQuery as a central data warehouse, you can use our BigQuery Data Export to push your PMA data into BigQuery and then connect BigQuery to Power BI Desktop. This method is ideal if you want your PMA marketing data alongside other datasets already stored in BigQuery.

BigQuery exports require a Custom plan that includes data exports. Please contact our sales team for details.

For setup instructions, see How to Export to BigQuery.

Once your data is in BigQuery, connect it to Power BI using Microsoft's guide to connecting BigQuery to Power BI.

Excel Connector

If you already use PMA's Excel data connector for spreadsheet reporting and want to bring that same data into Power BI, you can connect your Excel workbooks directly to Power BI. This method works well if Excel is already part of your reporting workflow and you want to add Power BI visualizations on top of your existing spreadsheet data.

PMA's Excel data connector requires a Pro plan or a Custom plan that includes spreadsheets. For most Power BI users, the native PMA Power BI connector is a simpler and more direct path.

For instructions on setting up PMA's Excel data connector, see the Microsoft Excel Data Integration Guide.

Once your data is in Excel, connect it to Power BI using Microsoft's instructions for connecting Excel workbooks to Power BI.

Google Sheets

If you already use PMA's Google Sheets data connector for spreadsheet reporting, you can connect your Google Sheets data to Power BI. As with the Excel method, this works best if Google Sheets is already part of your workflow and you want to layer Power BI visualizations on top of existing spreadsheet reports.

PMA's Google Sheets data connector requires a Pro plan or a Custom plan that includes spreadsheets. For most Power BI users, the native PMA Power BI connector is a simpler and more direct path.

For instructions on setting up PMA's Google Sheets data connector, see the Google Sheets Data Integration Guide.

Once your data is in Google Sheets, connect it to Power BI using Power BI Community's guide to connecting Google Sheets to Power BI.

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