What is a CASE WHEN statement in Looker Studio?

A CASE WHEN statement is a logical formula used to create custom fields in Looker Studio (formerly Data Studio). It evaluates conditions (like checking if a campaign name contains a certain word) and returns a new value based on those rules, perfect for grouping data.

What does REGEXP_CONTAINS do?

REGEXP_CONTAINS is a function that checks if a text field contains a specific regular expression (regex). Using the '(?i)' flag inside makes the search case-insensitive, meaning it finds 'Brand', 'brand', and 'BRAND' all in a single rule.

Looker Studio Formula Generator | CASE WHEN & Regex Tool

Mastering Data Clean-up in Looker Studio

If you're a performance marketer or data analyst, you know the struggle well. You pull data from Google Ads, Meta Ads, and LinkedIn into Looker Studio, but the campaign names are a complete mess. Some say "Brand_Search_UK", while others say "brand-search-uk". Trying to create a clean pie chart with this raw data is impossible.

The solution is to create a Custom Calculated Field in Looker Studio using a CASE WHEN statement combined with REGEXP_CONTAINS. However, writing SQL-style syntax manually is extremely prone to syntax errors (like forgetting a closing quote or parenthesis) which breaks your entire dashboard. Our visual builder eliminates this frustration by generating flawless code strings instantly.

The Power of Regex

Our tool automatically injects the (?i) modifier into your formula. This tells Looker Studio to be Case-Insensitive. It will automatically group "Video", "VIDEO", and "video" together without you needing to write three separate rules.

Multiple Matches

You can separate words with a vertical pipe (|) symbol in the condition box. For example, typing retargeting|rmkt|remarketing will catch all three variations and neatly group them into a single "Remarketing" bucket.

Frequently Asked Questions

Where do I paste this code?

In Looker Studio, go to your Data Source and click ADD A FIELD. Paste this generated code into the Formula box, give your new field a name (e.g. "Campaign Category"), and click Save. You can now use this as a dimension in your charts.

What happens if a row matches two rules?

The CASE WHEN statement evaluates rules from top to bottom. The moment it finds the first true condition, it assigns the category and stops (it does not look at the rules below it). Therefore, always make sure to put your most specific and priority rules at the top.

Do I need to add quotation marks in the generator?

No! Our generator handles all the SQL syntax in the background, including single quotes and parentheses. You just type your normal text (e.g. brand) and your desired output (e.g. Brand Campaigns).

Looker Studio Formula Generator

Matching Rules