Google Contacts connector

Use your Google Contacts data for reporting, automation and AI.

Data Panda brings your Google Contacts people, labels and directory profiles together with the data from the rest of your business. From one place, we turn it into dashboards, automations, AI workflows and custom apps your sales, support and operations teams use every day.

About Google Contacts

The address book that predates the CRM in most companies.

Google Contacts is the contact directory inside Google Workspace and on the free Google account. It stores names, email addresses, phone numbers, postal addresses, organisations, job titles, birthdays, custom fields and notes for every person a Workspace user has corresponded with or added by hand. The web app lives at contacts.google.com, and the data is reachable via the People API (the successor to the older Google Contacts API) with separate surfaces for the user's own contacts, the auto-saved Other contacts list, and the Workspace directory.

For a lot of small companies it is the de-facto CRM. The founder, the office manager and the first sales hire all add prospects, customers and suppliers as Google contacts long before anyone signs a HubSpot or Salesforce contract. For mid-market teams that do have a CRM, Contacts is where personal phone numbers, home addresses and the supplier handyman live, the records that never made it into the CRM and never will. In a warehouse next to your CRM, helpdesk and mailer, those people become a single contact graph the rest of the stack can join against.

What your Google Contacts data is for

What you get once Google Contacts is connected.

Contact-list reporting

What is in the address book, who keeps it up to date, and where the holes are.

Contact count per label, per owner and per Workspace user, with growth over time
Coverage of email, phone and address per contact, so the empty fields are visible
Duplicate-pair candidates surfaced on email, phone or normalised name across owners

Contact-driven automation

Let the address book feed the rest of the stack instead of being a separate island.

New Google Contacts in a chosen label create or update the matching contact in the CRM
Contact updates in the CRM (job change, new phone) flow back to the Google Contacts entry
Mailing-list segments in Mailchimp rebuild from a Google Contacts label and stay in sync

AI workflows

Put the contact graph behind AI that fills in the blanks and spots people who fell off.

Automatic enrichment of partial Google Contacts entries from CRM and helpdesk data
Suspected duplicates ranked by likelihood with a one-click merge proposal for the owner
Re-engagement scoring on customer contacts that have not been emailed or called in months

Custom apps on your data

Small internal tools on the Google Contacts directory for sales, support and operations.

Shared customer contact directory pulled from each rep's Google Contacts and de-duplicated
Supplier and partner phonebook for operations, with the office handyman next to the bank
On-call lookup app that finds a customer by phone number across every owner's contacts

Use cases

Use cases we deliver with Google Contacts data.

A list of concrete reports, automations and AI features we have built on Google Contacts data. Pick the one that matches your situation.

Contacts per labelHow many contacts sit under each label, per owner and per team.

Field coveragePer contact, which of email, phone, address and organisation are filled in.

Duplicate pairsSuspected duplicate contacts surfaced on email, phone or normalised name.

Owner concentrationWhich Workspace users hold the bulk of the customer contacts.

Other contacts cleanupVolume in the auto-saved Other contacts list and the candidates worth promoting.

CRM gap analysisGoogle Contacts that look like customers and are not in the CRM yet.

Stale customer contactsCustomer entries with no recent email, call or meeting on the calendar.

Directory vs personalWhat sits in the Workspace directory versus each user's private contacts.

Supplier phonebookAll supplier and partner contacts pulled together for operations.

Mailer segment buildLabels in Google Contacts feeding marketing segments in Mailchimp or HubSpot.

Custom field usageWhich custom fields people fill in and which ones nobody touches.

Real business questions

Answers you will finally get.

Where does the actual customer list live before we have a CRM?

In Google Contacts, on the laptops of the founder, the office manager and the first sales hire. The connector pulls those contacts together into one warehouse table per Workspace user, joined to the labels they assigned. Leadership sees the real customer book without asking three people to export their address book on a Friday afternoon.

Which contacts in the CRM are missing the personal details our team uses?

Customer records in HubSpot or Salesforce join to the matching Google Contacts entry on email or normalised name. The view shows which CRM contacts have no mobile, no home address or no informal name in Contacts, and which Google Contacts entries hold details the CRM never saw. Account managers stop calling a switchboard when they have the personal number sitting in their own address book.

How big is the duplicate problem across the team?

Suspected duplicates surface on email, phone and normalised name across every Workspace user, so the same supplier sitting in five address books appears once with the five owners listed. The list goes to the right owner with a one-click merge proposal, instead of waiting for the next time somebody phones the wrong number.

Value for everyone in the organisation

Where each function gets value.

For finance leaders

Supplier and partner contact coverage matched to the vendor master in accounting. Finance spots the suppliers that pay invoices to a contact nobody on the AP team has met, and the customer entries that exist in Google Contacts without a matching billing record.

For sales leaders

Personal phone numbers and informal contact details for accounts in the CRM, joined back to the right owner. Sales leadership sees the difference between the CRM record and the contact a rep calls, and brings the missing details into the system of record without manual entry.

For operations

Shared phonebook of suppliers, partners, on-call contractors and emergency numbers, pulled from every Workspace user's address book and de-duplicated. Operations stops asking who has the plumber's number when the dishwasher floods at five on a Friday.

Ideas

What you can automate with Google Contacts.

Pair with HubSpot

Sync a Google Contacts label as the contact list in HubSpot

A chosen label in Google Contacts (Customers, Prospects, Suppliers) becomes the source for the matching contact list in HubSpot. New entries in the label create the contact, updates flow both ways on email and phone, and labels added in HubSpot land back as Google Contacts labels. The first sales hire keeps adding people the way they always did, and the CRM populates without an extra step.

Pair with Salesforce

Push personal contact details from Google Contacts to Salesforce

Personal phone numbers, home addresses and informal names that account managers keep in Google Contacts join to the matching Salesforce contact on email or company. The Salesforce record gets the personal mobile and the right pronunciation of the first name without a manual edit, and account-manager handovers stop losing the details that nobody had ever typed into the CRM.

Pair with Mailchimp

Build Mailchimp audiences from Google Contacts labels

A Customers label and a Newsletter-opt-in label in Google Contacts become two audiences in Mailchimp, kept in sync on every run. New contacts added to a label join the audience the next morning, contacts removed from the label leave the audience, and the campaign report joins back to the same contact ID so the open and click numbers sit on the same row as the rest of the contact data in the warehouse.

Pair with Intercom

Match Intercom conversations to the Google Contacts entry that owns the relationship

Intercom conversations join to the Google Contacts entry on the customer email, with the contact's owner pulled from the address book. Support sees who in the team has the personal relationship with the customer before they reply, and a follow-up that needs a phone call goes to the person whose mobile the customer already has.

Pair with Slack

Look up a Google Contacts entry from a Slack channel

A Slack slash command on a phone number or email returns the matching Google Contacts entry, the labels it carries, the owner across the team and the last interaction in the CRM and helpdesk. The colleague in the customer channel finds out who in the team knows the caller without forwarding the question to three other people first.

Pair with monday.com

Use Google Contacts as the people column source in monday.com boards

Customer and supplier boards in monday.com pull their People column from a Google Contacts label, so the supplier dropdown on a procurement board lists the suppliers operations has in their address book. New contacts in the label show up in the dropdown the next sync, and contacts removed from the label drop off so the boards stop carrying ex-suppliers nobody calls.

Your existing tools

Your data lands in a warehouse. Your BI tools read from it.

You keep the reporting tool you already have. We connect it to the warehouse where your Google Contacts data lives.

Power BI Microsoft

Fabric Microsoft

Snowflake Data warehouse

BigQuery Google

Tableau Visualisation

Excel Sheets & pivots

Three steps

From Google Contacts to answers in three steps.

Connect securely

OAuth authentication. Read-only by default. We sign a DPA and your admin keeps the keys.

Land in your warehouse

Data flows into your warehouse on your schedule. Near real time or nightly, your call. You own the data.

Reporting, automation, AI

We build the first dashboard, workflow or AI feature with you, then hand over the keys. Or we stay on for ongoing delivery.

Two ways to work with us

Pick the track that fits how you work.

Track 01

Self-serve

We set up the foundation. Your team builds on top.

Google Contacts connector configured and running
Warehouse set up in your cloud account
Clean access for your Power BI, Fabric or Tableau team
Documentation on what's in the data model
Sync monitoring so you're warned before reports break

Best fit Teams that already have a BI analyst or data engineer and want to own the build.

Track 02

Done for you

We build the whole thing, end to end.

Everything in Self-serve
Dashboards built to the questions your team actually asks
Automations between your systems
AI workflows scoped to real tasks your team runs
Custom apps where a dashboard does not cut it
Ongoing delivery at a pace that fits your team

Best fit Teams without in-house BI or dev capacity. You tell us what you need and we deliver it.

Before you book

Frequently asked questions.

Who owns the data?

You do. It lands in your warehouse, on your cloud account. We don't resell or aggregate it. If you stop working with us, the warehouse stays yours and keeps running.

How fresh is the data?

Near real time for most operational systems. For heavier sources we schedule hourly or nightly. You pick based on what the reports need.

Do I need a warehouse already?

No. If you don't have one, we help you pick one and set it up as part of the first delivery. Common starting points are Snowflake, Microsoft Fabric, or a small Postgres start.

What does the connector pull from Google Contacts?

The People API exposes the user's own contacts (names, email addresses, phone numbers, postal addresses, organisations, job titles, biographies, birthdays, custom user-defined fields, photos and notes), the labels each contact belongs to, the auto-saved Other contacts list, and the Workspace directory profiles when the Workspace admin allows it. The connector mirrors those surfaces into the warehouse so contacts, labels, owners and directory profiles all sit on the same join keys as your CRM, helpdesk and mailer.

How do personal contacts and Workspace directory contacts stay separate?

The People API treats them as different surfaces, and the connector keeps that split in the warehouse. Each Workspace user's personal contacts land in a per-user table with the owner attached, the Other contacts auto-save list lands in its own table, and the Workspace directory profiles (when the admin grants the directory scope) land in a single shared table. Reporting can union the personal contacts across the team, count how many sit in the directory, and spot the customer records that exist in someone's private address book and nowhere else.

What about custom fields and labels people made up?

User-defined fields and custom labels come through as-is. The warehouse keeps the field name and the value the user typed, so a label called Suppliers-paid-cash on one user's account and a label called Cash-suppliers on another user's account both land in the data, and a transformation step decides whether to merge them or keep them apart. The same applies to custom fields like internal-account-number or referred-by, which usually sit only on a handful of contacts but matter a lot when they do.

GDPR-compliant

Data stays in the EU

You own the warehouse

A first deliverable live in four to six weeks.

We review your Google Contacts setup and the systems around it. Together we pick the first thing worth building.

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