Looker Studio Function : PARSE_DATETIME
Reviewed by Neetu Singla — Founder, Lets Viz Technologies — AI & Data Consultant. Last reviewed April 9, 2026.Category: DATE function
The PARSE_DATETIME function in Looker Studio is used to convert text or string values that include both date and time into a valid DATETIME format based on the specified pattern.
This is especially helpful when working with imported datasets where timestamps are stored as text, preventing proper time-based calculations, ordering, or visualization.
Once converted, these values can be used effectively in time-series charts, hourly trend analysis, event tracking, and performance monitoring dashboards.
Purpose of the PARSE_DATETIME Function
1. Convert text timestamps to real datetime format
Makes textual timestamps usable in charts & calculations
2.Enable time-based filtering
Allows filtering by hour, minute, second, etc.
3. Fix formatting issues
Converts inconsistent timestamp formats into standard DATETIME
Why Use PARSE_DATETIME in Looker Studio?
Key Benefits & Use Cases
✔ Convert timestamps from logs, analytics tools or API exports
✔ Fix unrecognized date-time formats like "15-06-2025 14:20:50"
✔ Create hourly trend charts & live monitoring dashboards
✔ Enable real-time event tracking and processing
✔ Combine with UNIX_SECONDS, DATETIME_DIFF, DATE_TRUNC, etc.
PARSE_DATETIME(format_string, text_datetime)
| Parameter | Type | Description |
|---|---|---|
| format_string | String | Date-time pattern of the original string |
| text_datetime | Text |
How the PARSE_DATETIME Function Works?
PARSE_DATETIME reads the structure of a text-based timestamp and converts it into a valid DATETIME type, enabling sorting, aggregation, comparison, and visualization based on both date and time values.
When should use the PARSE_DATETIME Work?
Use this function when:
Your timestamps are in text format and not recognized as datetime
You need hour-level or minute-level segmentation
You are building real-time dashboards or log analysis reports
You import data from CSV, spreadsheets, APIs, CRM, ERP, or tracking systems
Examples of PARSE_DATETIME?
Example 1: Convert DD-MM-YYYY HH:MM:SS
PARSE_DATETIME("%d-%m-%Y %H:%M:%S", Timestamp_Text)
Input: 15-06-2025 14:45:30
Output: 2025-06-15 14:45:30
Example 2: Convert MM/DD/YYYY HH:MM Format
PARSE_DATETIME("%m/%d/%Y %H:%M", Event_Time)
Input: 06/21/2025 18:10
Output: 2025-06-21 18:10:00
Example 3: Convert YYYYMMDD HHMMSS string
PARSE_DATETIME("%Y%m%d %H%M%S", RawDateTime)
Input: 20250621 183000
Output: 2025-06-21 18:30:00
Tips & Best Practices
💡 Format must match exactly how the original text appears
💡 Convert numbers to text first using CAST if needed
💡 Validate spaces, punctuation, and separators
💡 Use DATETIME_TRUNC for hourly, daily, or weekly grouping
💡 Works for datetime values only—use PARSE_DATE for date-only stringss)
It converts text-based timestamps into valid DATETIME format for reporting and calculations.
Yes, but PARSE_DATE is recommended for date-only conversions.
Convert to text first using:
CAST(Field AS STRING)Not directly—combine with CONVERT_TZ() if needed.
Yes, it is necessary when timestamps appear as text.
Need this built properly in Looker Studio?
We build production Looker Studio dashboards on GA4, Google Ads, CRM and BigQuery. Blended sources, calculated fields that hold up under real data, and refresh that does not quietly break.
Certified partnerGA4 & BigQueryFixed scope
