The complexity paradox: why your spreadsheet is complex and BigQuery is simple

Understanding complexity

Everything is complex until you understand it. And yet, not all complexities are created equal. This is the crux of what I like to call ‘The Complexity Paradox.’ Sometimes, the simplest solution is deceptively the most complicated, not because it lacks elegance, but because it lacks scalability, robustness, or the ability to evolve as our needs grow.

Complexity often depends on perspective. What feels simple to one person can be overwhelming to another. Our familiarity with a tool or system can create an illusion of simplicity, masking the intricate web of dependencies and limitations beneath the surface. This paradox of complexity is something we must navigate carefully, especially when working with data and technology.

The hidden complexity of spreadsheets

Consider the humble spreadsheet—an ever-reliable tool that we turn to time and again. Picture yourself in a situation where you need to centralise data. You know Google Sheets well; it’s easy for you to connect a sheet, automate data ingestion, and build a few dashboards on top. To you, it’s a simple, familiar solution.

But step back for a moment. Imagine someone else looking at that Google Sheet. To them, it’s not a simple tool—it’s an opaque maze of formulas, references, and inconsistent data. They see a fragile structure, prone to breaking when the amount of data grows or when the dependencies become too tangled to manage—one of those dependencies being you yourself. What feels comfortable to you is a complex mess to them, bound to crack under pressure.

The more you build on top of a spreadsheet, the more intricate and brittle it becomes. A simple error in a formula can ripple through the entire structure, causing confusion and requiring extensive troubleshooting. The inherent lack of scalability and the manual effort needed to maintain spreadsheets make them vulnerable as data needs grow. While spreadsheets are great for quick solutions and prototyping, they are not well-suited for long-term, scalable data management.

BigQuery: a scalable solution

Now, let’s shift our perspective to something else—SQL and BigQuery, for example. The mention of these tools may make some people nervous. Perhaps you’ve always thought that SQL is for “serious” data folks, while Google Sheets is approachable and intuitive. BigQuery? That’s something only data engineers and analysts should touch.

But here’s the thing: getting data into BigQuery can be surprisingly simple, especially in the early stages. You can use tools like BigQuery Data Transfer Service, direct connections from GA4, ETL tools, or even simple API calls using a Cloud Function. These methods make it easy to centralise your data without needing advanced engineering skills. And once your data is there, SQL and BigQuery offer an infinitely scalable foundation.

BigQuery is designed to manage complexity in a structured, sustainable way. Once you learn it, the tool isn’t complex—it’s liberating. Suddenly, centralising data is no longer about delicate spreadsheets that could break at any moment. It’s about robust queries that can handle thousands, even millions, of records. It’s about a scalable model that is ready to adapt and grow.

By using SQL, you can create repeatable and consistent processes for data management. Queries can be documented, versioned, and shared across the team, making it easier to track changes and ensure data integrity. Unlike spreadsheets, where changes can be made without oversight, SQL-based solutions provide a level of transparency and control that reduces the risk of errors and inconsistencies. This shift from ad-hoc data management to a structured approach is a key step towards building resilient data systems.

Tools for collaboration: Dataform and beyond

Dataform (now built into BigQuery), is a tool we really love here at Measurelab. It empowers collaboration and the democratisation of data, enabling shared queries and team-based workflows that allow multiple users to contribute and build on each other’s work. Dataform allows users to create modular, reusable SQL-based transformations, making it easier for teams to collaborate and maintain data pipelines.

Dataform’s ability to break down complex transformations into smaller, reusable components allows teams to work more efficiently. Instead of reinventing the wheel for every new data project, team members can build on existing work, creating a library of transformations that can be reused and adapted as needed. This approach not only saves time but also improves the quality and consistency of the data transformations, as well-tested components are reused across different projects.

All of the above helps reduce overall complexity by creating consistent, reusable processes and fostering collaboration. By making data workflows accessible, transparent, and easy to build upon, these tools simplify what would otherwise be a tangled web of individual efforts, ensuring that data management becomes more efficient and less error-prone.

The complexity paradox

So in summary, the paradox lies in this: what appears simple can sometimes lead to hidden complexity. A comfortable solution today can be tomorrow’s source of frustration. Conversely, embracing something that feels complex at first can pave the way to simplicity, scalability, and resilience in the long run.

This paradox is especially evident in the world of data. The tools that feel easy and intuitive at first—like spreadsheets—often become unwieldy and fragile as needs grow. On the other hand, tools that may seem intimidating initially—like SQL and BigQuery—offer a level of robustness and scalability that makes them simpler to manage over time. The challenge is to recognise when it’s time to move beyond what feels comfortable and invest in learning the tools that will serve you better in the long term.

If you are ready to take that journey from the complex to the simple, Measurelab can help! Our expertise in data management and analytics can guide you through the transition, helping you adopt tools and practices that will set you up for success. Whether you need help migrating from spreadsheets to scalable databases or building collaborative workflows that empower your team, we’re here to support you every step of the way.

Embrace the paradox, and discover how the right kind of complexity can lead to true simplicity.