Salesforce to BigQuery

This page provides you with instructions on how to extract data from Salesforce and load it into Google BigQuery. (If this manual process sounds onerous, check out Stitch, which can do all the heavy lifting for you in just a few clicks.)

What is Salesforce?

Salesforce, a cloud-based software-as-a-service platform, is the most popular CRM application in use today. Salesforce is amazingly customizable, has tons of integration functionality, and includes almost too many bells and whistles to count. Companies can use it to do everything from managing account planning to time management and team collaboration.

What is Google BigQuery?

Google BigQuery is a data warehouse that delivers super-fast results from SQL queries, which it accomplishes using a powerful engine dubbed Dremel. With BigQuery, there's no spinning up (and down) clusters of machines as you work with your data. With that said, it's clear why some claim that BigQuery prioritizes querying over administration. It's super fast, and that's the reason why most folks use it.

Getting data out of Salesforce

Step one is to get all of that data out of Salesforce. Salesforce provides many APIs for its products that can deliver data on accounts, leads, tasks, and more. You can find a list of APIs on one of the company's helpdesk posts with some direction on when and how to use each API. By looking through that post, you can get an idea of which API makes the most sense for your use case.

For our purposes, we'll use the REST API with SOQL (Salesforce Object Query Language), but the same data is available using other protocols, including streaming for real-time receipt of data.

Sample Salesforce data

The Salesforce Rest API can return JSON- or XML-formatted data depending on your preference. Here's what a sample response might look like in JSON format:

{
    "done" : true,
    "totalSize" : 14,
    "records" : 
    [ 
        {  
            "attributes" : 
            {    
                "type" : "Account",    
                "url" : "/services/data/v20.0/sobjects/Account/001D000000IRFmaIAH"  
            },  
            "Name" : "Test 1"
        }, 
        {  
            "attributes" : 
            {    
                "type" : "Account",    
                "url" : "/services/data/v20.0/sobjects/Account/001D000000IomazIAB"  
            },  
            "Name" : "Test 2"
        }, 

        ...

    ]
}

Loading data into Google BigQuery

Google Cloud Platform offers a helpful guide for loading data into BigQuery. You can use the bq command-line tool, and in particular the bq load command, to upload files to your datasets, adding schema and data type information along the way. You can find the syntax in the Quickstart guide for bq. Iterate through this process as many times as it takes to load all of your tables into BigQuery.

Keeping Salesforce data up to date

At this point you've coded up a script or written a program to get the data you want and successfully moved it into your data warehouse. But how will you load new or updated data? It's not a good idea to replicate all of your data each time you have updated records. That process would be painfully slow and resource-intensive.

Instead, identify key fields that your script can use to bookmark its progression through the data and use to pick up where it left off as it looks for updated data. Auto-incrementing fields such as updated_at or created_at work best for this. When you've built in this functionality, you can set up your script as a cron job or continuous loop to get new data as it appears in Salesforce.

And remember, as with any code, once you write it, you have to maintain it. If Salesforce modifies its API, or the API sends a field with a datatype your code doesn't recognize, you may have to modify the script. If your users want slightly different information, you definitely will have to.

Other data warehouse options

BigQuery is great, but sometimes you need to optimize for different things when you're choosing a data warehouse. Some folks choose to go with Amazon Redshift, PostgreSQL, or Snowflake, which are RDBMSes that use similar SQL syntax, or Panoply, which works with Redshift instances. If you're interested in seeing the relevant steps for loading data into one of these platforms, check out To Redshift, To Postgres, To Snowflake, and To Panoply.

Easier and faster alternatives

If all this sounds a bit overwhelming, don’t be alarmed. If you have all the skills necessary to go through this process, chances are building and maintaining a script like this isn’t a very high-leverage use of your time.

Thankfully, products like Stitch were built to solve this problem automatically. With just a few clicks, Stitch starts extracting your Salesforce data via the API, structuring it in a way that is optimized for analysis, and inserting that data into your Google BigQuery data warehouse.