July Cintra Junho 17, 2025
Adding external data to your marketing dashboards is super easy thanks to public APIs. These interfaces allow you to connect data from weather services, financial platforms, social media, and more directly into your reports.
They add real-time data, reduce manual updates, and make your reports more useful for decision-making. With the right setup, you can automate key parts of your reporting and enrich your dashboards with insights that offer real context behind the numbers.
This guide walks you through how to find public APIs, connect them to your marketing dashboards using Dataslayer, and start building reports that go beyond the basics.
Table of Contents
What Are Public APIs and Why Should You Use Them?
An API (Application Programming Interface) is a structured way for two systems to exchange data. In practice, it lets one tool pull information from another automatically and on demand.
There are two main types of APIs: public and private. Private APIs are restricted and typically require authentication within a specific platform or organization. Public APIs, on the other hand, are open and available for anyone to use, often with minimal setup.
Public APIs are especially useful when you want to enrich your marketing dashboards with external data. Some of the most common and valuable examples include:
- Real-time weather conditions
- Currency exchange rates
- Stock or crypto market data
These public APIs give marketers the ability to:
- Enrich dashboards with external signals
- Add business or environmental context to campaign performance
- Automate data updates in real-time
These data sources can help explain spikes or drops in performance, support better forecasting, and reduce manual work. They’re especially valuable when your campaigns run across different markets or are affected by variables outside of your control.
Examples of How Public APIs Improve Marketing Dashboards
Public APIs are especially useful when you need external context that isn’t available in your ad or analytics platforms. Here are three ways to enhance your marketing dashboards with public APIs and get more actionable insights:
1. Weather API + Regional Campaigns
The weather directly influences buying behavior. For industries like retail, food delivery, and events, local conditions can impact performance. By integrating weather data from a public API like OpenWeather, you can see how rain, temperature, or extreme conditions affect clicks, conversions, or store visits in specific areas.
2. Exchange Rate API + Global Budget Control
Campaigns running in multiple countries often need currency normalization. A public exchange rate API helps standardize spend and revenue metrics across currencies in real time. This allows for better comparisons between markets, cleaner reports, and more accurate ROAS calculations.
3. Holiday Calendar API + Seasonal Planning
Holidays vary by country and can affect campaign performance, email open rates, and sales trends. A public holiday API lets you pull national holiday dates directly into your dashboards. This helps identify unusual patterns in traffic or revenue and align campaigns with local calendars.
How to Connect Public APIs to Google Sheets Using Dataslayer
One of the easiest ways to work with public APIs is by connecting them directly to Google Sheets. With the Dataslayer JSON connector, you can pull data from almost any public API without writing a single line of code.
Here’s a simple step-by-step guide to set it up:
- Open the complemento Dataslayer in Google Sheets.
- Selecione o JSON / XML / CSV connector from the available options.
- Paste the full URL of the public API you want to use.
- If needed, add headers or authentication keys directly in the interface.
- Choose the destination cell or sheet where the data should be loaded.
- Set up automatic refresh intervals to keep your data up to date (e.g., hourly or daily).
- Click “Run” and your data will appear instantly.
Once the data is in Sheets, you can connect it to Looker Studio or BigQuery, or blend it with campaign data from your other Dataslayer connectors.
Why Use Dataslayer Instead of Apps Script?
You can technically use Google Apps Script to fetch data from public APIs, but it requires JavaScript knowledge, debugging time, and regular maintenance if the API changes.
Dataslayer offers a faster, code-free alternative:
- Instant setup with no coding
- Scheduled refresh with just a few clicks
- Compatible with Looker Studio, BigQuery, and Google Sheets
- Built for marketers and analysts
If your goal is to bring external data into your dashboards quickly and reliably, the Dataslayer JSON connector saves hours of work and avoids complexity.
Visualizing Public API Data in Looker Studio
Once your API data is in Google Sheets, you can use Looker Studio to turn it into interactive dashboards. The Dataslayer JSON connector makes this even easier by including a feature that formats your data specifically for Looker Studio compatibility.
Step 1: Format Your Sheet for Looker Studio
When you set up your query in the Dataslayer add-on, make sure to check the box “Use format compatible with Looker Studio.”
This ensures your data is structured in a flat, tabular format with named columns, exactly what Looker Studio requires to read it properly.
You’ll find this option in the query settings before running or scheduling your data pull.
Step 2: Connect Google Sheets to Looker Studio
- Open Looker Studio and add a new data source
- Selecionar Google Sheets as your connector
- Choose the spreadsheet and sheet that contains your API data
- Clique “Add” and then “Create Report”
From there, you can use Looker Studio as usual: build tables, charts, time series, filters, and calculated fields just like you would with any other data source.
Why Use This Method?
By using Google Sheets as a middle layer, you get full control over the API data and can blend it with other sources already in your dashboards, such as Google Ads, Meta Ads, or Google Analytics, without needing to build or manage a custom connector.
Plus, with Dataslayer’s auto-refresh and Looker-compatible formatting, your data stays up to date and ready to use.
Best Practices for Using APIs in Dashboards
Working with public APIs can be a powerful way to enhance your marketing dashboards, but it’s important to follow some best practices to keep your data flows reliable and secure.
Don’t Exceed Rate Limits
Most public APIs have usage limits, such as a maximum number of requests per minute or per day. Exceeding these limits can cause your queries to fail or get temporarily blocked. Set refresh intervals carefully, especially if you’re updating multiple dashboards or running queries frequently.
Keep Official Documentation Handy
API structures and endpoints can change. Always bookmark and refer to the official documentation for each API you use. This will help you troubleshoot errors quickly and stay up to date with any changes in parameters, formats, or access policies.
Keep Keys Secure and Up to Date
Some public APIs require an API key or token for access. Never share these keys publicly, and rotate them regularly if the provider recommends it. If possible, store them in a secure location and avoid hardcoding them into shared documents.
Choose Reliable and Supported APIs
Use APIs from providers that maintain their endpoints and offer stable service. A well-supported API will have clear documentation, an active status page, and regular updates. This helps ensure your dashboards stay functional long term.
Public APIs You Can Use
Here are some high-value public APIs perfect for marketers:
| API | Caso de Uso |
|---|---|
| OpenWeather | Add local weather data to analyze how temperature, rain, or storms impact campaign performance, sales, or store traffic. Useful for retail, events, and delivery services. |
| ExchangeRate.host | Automatically convert campaign spend, revenue, or ROAS across currencies in international markets. Helps with budget tracking and reporting consistency. |
| Calendarific (Holiday API) | Pull public holiday dates by country or region to explain drops in traffic or plan time-sensitive promotions around national observances. |
All of these are available in Dataslayer’s public APIs list and can be used with the Dataslayer JSON connector.
Conclusão
Public APIs make it possible to enhance your dashboards with real-time context, whether it’s weather, currency data, or national holidays. When integrated correctly, they help explain performance trends and support better marketing decisions.
With Dataslayer, you can connect these APIs quickly and automate everything from data collection to visualization, without technical barriers.
Start your free trial today and see how easy it is to bring external data into your dashboards with the Dataslayer JSON connector.
Frequently Asked Questions (FAQs)
What is a public API, and how can I use it in a marketing dashboard?
A public API is an open data interface provided by a third party that allows you to retrieve information, like weather, currency exchange rates, or calendars, in real time. You can use public APIs in marketing dashboards to enrich your data and gain external insights that influence performance.
How do I pull data from a public API into a marketing dashboard?
You can use a third-party tool like the Dataslayer JSON connector to pull JSON data from any RESTful public API into Google Sheets, Looker Studio, or BigQuery, no code required. Simply paste the API endpoint URL and configure a scheduled refresh.
What is the easiest way to connect a public API to Looker Studio?
The simplest way is to use Google Sheets as a middle layer. Load the API data into Sheets (using Dataslayer, for example), then connect that sheet to Looker Studio. Make sure the data is formatted with clear headers and consistent rows.
Do public APIs require authentication?
Not always. Some APIs are fully open and require no key, but many use API keys or tokens to manage usage. Always check the API documentation to understand authentication requirements and rate limits.
What happens if the API returns an error or changes?
API endpoints can occasionally fail or be updated. Common causes include expired keys, changes in the response format, or hitting rate limits. It’s important to monitor your queries and consult the API’s documentation when troubleshooting.
Is it safe to use public APIs in dashboards?
Yes, as long as you manage keys securely and don’t expose sensitive credentials in public documents. Use trusted APIs with active support and avoid unknown sources unless verified.
