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How to geocode addresses with Alteryx and Google API

Note: As Konstantin Greger remarks in a comment, and according to Google Maps API Policies, “The Google Maps Geocoding API may only be used in conjunction with displaying results on a Google map”. Please have this in mind when you use the service. I decided to maintain the post in order to show people how to use the Google API but always following the terms of service.

Spatial analysis is one of the most powerful set of tools in Alteryx (and also one of my favorite ones). But to run any spatial analysis we need two key fields: latitude and longitude. Unfortunately, we don’t have always this information available in our databases. In this post we will see how to use Alteryx and Google’s Geocoding API to geocode addresses into latitude and longitude.

For this example I’m going to use as my starting point an Excel file with Tesco stores in London from this website. I copy all the records and clean it a little bit to have at the end  a file with the 306 Tesco stores in London like in the image.

Google Maps API

Our objective is to transform those addresses into geographical coordinates that we can use to map all stores in Alteryx or Tableau and perform additional analysis. Google Maps API allows as to do this, and we can use Alteryx to run all the necessary queries to do it with less than a dozen of tools. More concretely, we have use the Geocoding API using this structure for the requests:


In the “output” we have to choose between one of the two available options: json or xml. And the required parameters in each geocoding request are an address or components, and the key. In the previous link there’s more detailed information about all the possible parameters, but in resume the format of the request must be something like this:


The address must not have any whitespaces, separating instead each word of the address by “+” and we added a component country=UK to limit the geocoding to the United Kingdom in case there are similar address in other countries (shouldn’t be an issue in this case, because the address is very detailed). We have decided to get the outputj in json format instad of xml.

How to obtain the Key?

Is very easy, and it’s free. You can get your own key through this link and it doesn’t take more than a couple of minutes. Or we can also get it through Google’s Developers Portal. Where we can also check the use that of the service with our Key and  we can even create several types of restrictions, like based on a concrete IP to avoid quota theft. Yes, because the service is free, but it has some limitations.

API usage limits

There’s a very detailed documentation about the API limitations here. In resume, the standard version of the API has a limit of 2,500 free requests per day, calculated as the sum of client-side and server-side queries and 50 requests per second, calculated as the sum of client-side and server-side queries. We can unlock higher quotas paying for the service: $0.50 USD for 1,000 additional requests, up to 100,000 daily. There also a Premium Plan available in case we need to generate a massive number of requests.

Quick workflow overview

 So, now we have our list of addresses and we also have our Key to use the API. Now we just need to build the workflow. For the most impacient, here’s how all the workflow looks like:

Quite simple isn’t it? And here’s an image of the output in a table view:

And in a map:

Let’s have now a more detailed look at all the workflow.

Inputs, Formulas and Append Fields

These are the first tools that we will use to prepare all the requests we are going to make to the API.

First input tool is just reading the Excel file with the stores and addresses. The second input tool (Text Input to be more precise) it has a column with the initial common part of the request that we saw before: https://maps.googleapis.com/maps/api/geocode/json?address=. And a second column with our API Key that we have also requested previously.

Then I’m using a formula tool to modify the Address field, replacing the whitespaces for “+” symbols using the expression REPLACE([Address],” “,”+”). The Append tool is appending (surprise!) the API URL and the Key to each record in my list of stores. And the final formula tool generates a new field that I called “Query” appending all the fields together in a unique string with the entire request for each record.

Download, JSON Parse and filtering latitude and longitude

Probably if you are not a very intensive Alteryx user you haven’t used Download and JSON Parse before. But you’ll see that for this use case the configuration of both of them is very very simple.

For the Download tool we just need to configure the field that has the URL. In our particular case we just generate that field with the previous Formula tool, and it’s the Field named “Query”. The rest of the configuration options we can leave them as they are by default.

The JSON Parse tool is as easy as the previous one. We need to select the field that we want to parse. In our case is the DownloadData field generated after the Download tool. And I select “Output values into data type specific fields” to have one column for each type of field that I will receive from the Download tool. But we could also select the other option at it will be fine. This is just to avoid having the latitude and longitude as strings and have those fields as integers already after the download.

Now, if we run the workflow and have a look at it, we will see all this data in our results window:

Instead of having just 1 row for each stores, not we have a lot of rows for the same store with a lot of data. The street, street number, administrative levels, postcode, etc. But highlighted in blue are the fields that are more important for us: the latitude and longitude. We are not interested in the other fields, and that’s why we are using the next Filter tool, to keep just the rows with the latitude and longitude of each store. So we add the next expression in the Filter configuration: [JSON_Name] = “results.0.geometry.location.lat” or [JSON_Name] = “results.0.geometry.location.lng” to keep just rows with those two values in the JSON_Name field. Now we only have 2 records per store.

Cross Tab, Select and Create Points

Three last tools of the workflow to reshape the data in a more useful and meaningful way.

Cross Tab allows as to pivot the orientation of the data in our table. So we are going to group the data by the Name of the store, the Address and the fields with the Query and the Key (these last ones just in case we want to keep to have a quick check before deselecting them), select the JSON_Name field as the New Column Header and the average of JSON_ValueFloat as the Values for New Columns. In this case we choose the average to avoid summing the lat and long in case there is any duplicate stores that we haven’t noticed before.

Now we just use the select tool to deselect all the fields that we don’t want to keep and change the name of the ones we are keeping. And this is what we get:

We could output the data to a .tde to start visualizing it in Tableau, but instead I decided to use the Create Points tool, so we can use the location of each store in Alteryx for any additional analysis that we want. Now we could, for instance, input a second file with all our customer data and analyze the frequency of visits based on the distance to the stores, understand the profile of each store based on demographics using census data or search for future store locations based on areas of London that are actually not covered.

13 thoughts on “How to geocode addresses with Alteryx and Google API

    1. Hi Matteo,

      Thanks for your comment! Yes I was aware of the macro (very useful by the way), but I always like to try and build things my own way to learn and continue improving skills. I think this particular case it’s also very useful to feel more confortable using APIs.

      1. Hi Pablo,

        I agree with you.
        It is better to build it on your own in order to understand how it works.
        Just included it as someone lazy (like me) does not want to create a new workflow!

  1. Just remember that the use case shown here actually violates the usage restrictions of the Google Geocoding API: “The Google Maps Geocoding API may only be used in conjunction with displaying results on a Google map. It is prohibited to use Google Maps Geocoding API data without displaying a Google map.” (see https://developers.google.com/maps/documentation/geocoding/policies) That’s irrespective of your chosen plan (free “Standard” or paid “Premium”). I’ve rarely seen them enforce this, but you might consider it before having a project rely on free geocodes from Google.

    1. Hi Konstatin. Thanks for your comment. I have also notice that in the website you mention it says at the beginning: “This document lists requirements that are specific to applications developed with the Google Maps Geocoding API”. Not sure if this will be consider an “application” or if the term is referred just to web and mobile applications, but just in case we have add a note at the beginning of the post.

      1. Thanks for following up on my comment. Like I said, I’m not really aware of Google actually enforcing this or anything. I just thought it would be a good idea to point out the usage policy to your readers. Which you did now. All good! Excellent tutorial by the way.

  2. Hi Pablo

    The Download data appears to generate a whole ton of API requests such that, for two simple addresses provided, I max out the usage within two runs of the workflow.

    Is there any way to limit the download requests to the two fields we actually want, i.e. lat and lng?


    1. Hi Rob,

      you mean that with 2 rows the Download tool is generating more than 2 requests? because it shouldn’t, it’s a bit strange that is doing that. Might be more people using the API from the same IP?

  3. Hi, hoping someone can help. I have followed this exactly as described but when I rub my workflow, I get “You must use an API key to authenticate each request to Google Maps Platform APIs. For additional information, please refer to http://g.co/dev/maps-no-account“. I have enabled the Geocoding API and secured the key. Not sure why the Alterxy workflow doesnt recognise the API Key. Any ideas?

  4. Hi there,
    This look very useful. I tried following it but have trouble at JSON Parse.
    “This API project is not authorized to use this API.”
    I’m not sure how to fix that.
    Can you please share the workflow with me?

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