IP Demographics in Google Sheets
Formula
Profile IPs by the row. =VERVE("ipdemographics", A2) returns location plus income, education and housing data — Sheets or Excel.
=VERVE("ipdemographics", A2)=VERVE.CALL("ipdemographics", A2)A2 holds the ip you're looking up. Drag the formula down and each row resolves on its own.
With literal values
Nothing has to come from a cell — typed values work the same way.
=VERVE("ipdemographics", "173.172.81.20")Inputs
Required inputs are positional, in the order below. Everything else is passed as a "name", value pair after them — the same shape as SUMIFS.
| Input | Type | Where it goes | Description |
|---|---|---|---|
ipRequired | string | argument 2 | IPv4 or IPv6 address (e.g. 173.172.81.20) |
What lands in your sheet
With no "field" pair the formula spills the whole response as two columns — field name on the left, value on the right — starting at the cell you typed in. Make sure the cells below and to the right are empty.
Pulling one value
Add a "field" pair to get a single cell back instead of a table. The field name is the dot-path from the table below.
=VERVE("ipdemographics", A2, "field", "ip")=VERVE.CALL("ipdemographics", A2, "field", "ip")Available fields
#PREMIUM(field) rather than a value, so a locked field never looks like a real answer.| Use as "field" | Type | Example cell value | Description |
|---|---|---|---|
ip | string | 8.8.8.8 | The IP address the demographics were resolved for |
location | object | {…} | Where the IP address resolves to |
location.zip | string | 94043 | ZIP code the IP address resolves to |
location.city | string | Mountain View | City the IP address resolves to |
location.state | string | California | State the IP address resolves to |
location.stateCode | string | CA | Two-letter state code |
location.country | string | United States | Country the IP address resolves to |
location.countryCode | string | US | Two-letter country code |
location.latitudePremium | number | 37.4056 | Latitude coordinate |
location.longitudePremium | number | -122.0775 | Longitude coordinate |
location.timezone | string | America/Los_Angeles | IANA timezone of the resolved location |
demographics | object | {…} | Census figures for the ZIP code the IP resolves to |
demographics.population | number | 81234 | Resident population of the ZIP code |
demographics.medianAge | number | 34.5 | Median age of residents in the ZIP code |
demographics.medianHouseholdIncome | number | 142567 | Median annual household income in the ZIP code |
demographics.perCapitaIncome | number | 78234 | Per capita income |
demographics.medianHomeValue | number | 1875000 | Median home value |
demographics.collegeEducatedPct | number | 68.3 | College educated percentage |
demographics.unemploymentRate | number | 3.2 | Percentage of the labour force unemployed |
demographics.homeOwnershipRatePremium | number | 45.6 | Home ownership rate |
acsYear | number | 2022 | Year of the American Community Survey release the figures come from |
formattedPremium | object | {…} | Human-readable formatted currency values |
formatted.medianHouseholdIncomePremium | string | $142,567 | Median household income formatted as currency |
formatted.perCapitaIncomePremium | string | $78,234 | Per capita income formatted as currency |
formatted.medianHomeValuePremium | string | $1,875,000 | Median home value formatted as currency |
Filling a whole column
Hand the first argument a range instead of a cell and the add-in makes one batched call for the lot, then spills the answers down. That is faster than dragging the formula and costs the same credits — one per row looked up.
=VERVE("ipdemographics", A2:A100, "field", "ip")=VERVE.CALL("ipdemographics", A2:A100, "field", "ip")A2:A100 is the column of ip values. The result spills down alongside it, one row per input, blanks skipped.
When a cell doesn't fill
A failed lookup returns readable text starting with #ERR rather than a spreadsheet error, because Excel cannot show a custom message on a real error — you would get a bare #VALUE! with no reason. The trade-off is that IFERROR() won't catch it; test with LEFT(cell, 4) = "#ERR" instead.
| Cell reads | What happened |
|---|---|
#ERR Not connected | No API key saved. Open the side panel and connect your account. |
#ERR Replace <name> with a cell or value | The preview formula was copied as-is. Swap the placeholder for a cell reference. |
#ERR No "x" in ipdemographics | An option name that this source doesn't take. The message lists the ones it does. |
#ERR No data point "…" | The "field" path isn't in the response. Check the dot-path against the table above. |
#PREMIUM(field) | The field exists but your plan doesn't include it. |
#ERR Out of credits | The month's credits are spent. Usage resets on your billing date. |
Before the formula works
The add-in reads the API key you saved once in the side panel — the key never goes in the formula, so a shared sheet doesn't leak it and a collaborator without access simply sees the last calculated values.
- Install the add-in for Google Sheets or Excel.
- Open the side panel and sign in, or paste a key from your dashboard.
- Type the formula above into any cell.
Other ways to use IP Demographics in Google Sheets
Set up IP Demographics in Google Sheets on VerveSheets, or reach the same source a different way. Your VerveSheets account and credits work on all of them — one key, one balance.
Frequently asked questions
Does IP Demographics in Google Sheets work in both Google Sheets and Excel?
Yes — the same source, the same arguments. Sheets calls it =VERVE("ipdemographics", …) and Excel calls it =VERVE.CALL("ipdemographics", …); that function name is the only difference.
Do the cells recalculate on their own?
They recalculate when the sheet does — on edit, on open, or on a manual recalc. Each recalculation is a fresh call and spends credits, so for a large static column it's worth copying the results and pasting them as values.
How many credits does a filled column cost?
5 credits per row looked up, whether you drag the formula or pass a range. The range form is one HTTP call instead of many, but the credit count is the same.
Can I share the sheet without sharing my key?
Yes. The key is stored against your account, not in the file. Collaborators see the values already in the cells; formulas only recalculate for someone who has connected their own account.
Why is a cell showing #ERR instead of an error?
So you can read the reason. Excel can't display a custom message on a real spreadsheet error, so the add-in returns the explanation as text on both platforms instead.