The Holy Grail of Search Data Arrives in Budapest: Why the Google Trends API Session at Superweek 2026 is Unmissable

The digital analytics calendar is dotted with summits, Zoom calls, and crowded expo halls, but few events command the cult-like reverence of Superweek. Known affectionately by veterans as the “Coachella of Analytics,” this annual pilgrimage to Hungary isn’t just about slide decks and business cards; it’s about high-level discourse, mountaintop fireside chats, and defining the trajectory of the industry for the year ahead.

This year, the buzz for Superweek 2026 (running late January through early February) is palpable. While the schedule is packed with the usual heavy hitters of the data world, one specific line item on the agenda has set the SEO and data science communities ablaze.

According to the latest schedule released for February 4, 2026, Google’s own Daniel Waisberg is set to take the stage in Budapest to present on a topic that has been on our collective wish list for over a decade: The Google Trends API.

For data storytellers, SEOs, and market researchers, this isn’t just another product update—it’s the removal of a blindfold. Here is everything you need to know about the upcoming session, why it matters, and what we expect to hear from Waisberg in Hungary.

The Event: Superweek 2026

Where Data Meets Culture in Hungary

Before we dive into the API, we have to talk about the venue. If you have never been to Superweek, you are missing out on one of the most unique atmospheres in the tech world. Held typically in the hills of Hungary (often with Budapest as the central travel hub), Superweek eschews the sterile convention center vibe for something more intimate and intense.

It is a place where the barrier between “speaker” and “attendee” dissolves over dinner and drinks. It is where you don’t just learn how to use a tool; you debate the ethics of privacy, the future of AI in measurement, and the philosophical underpinnings of user behavior.

The February 4th date for the Google Trends API session places it squarely in the middle of the action—right when the attendees are warmed up, the networking is at its peak, and the industry is ready for a bombshell announcement.

The Speaker: Daniel Waisberg

The Bridge Between Mountain View and the Marketer

There are few people better suited to deliver this talk than Daniel Waisberg. As a Search Advocate at Google and a familiar face in the Search Console and Trends ecosystem, Waisberg has spent years acting as the bridge between Google’s complex engineering and the practical needs of the SEO community.

Waisberg’s presentations are known for two things:

1. Clarity: He cuts through the engineering jargon to explain why a feature exists and how to use it.
2. Actionability: He rarely leaves the stage without giving you something you can implement the next morning.

His presence in Budapest suggests that the Google Trends API is ready for the spotlight. This isn’t a beta test announcement or a theoretical whitepaper; sending a Search Advocate of his caliber to Superweek implies that Google is ready to see this API adopted at scale by the enterprise.

The Topic: Google Trends API

Why This is a Game Changer

For years, Google Trends has been a powerful but frustrating tool. It offered a window into the world’s consciousness—what people are searching for, when, and where. But for data scientists, it was a “look but don’t touch” situation.

We were limited to:

• Manual CSV exports.
• Relative scoring (0-100) that broke whenever you changed the timeframe.
• A lack of programmatic access, forcing developers to use scrape-y, unreliable Python libraries that often broke against Google’s terms of service.

The official Google Trends API changes everything. While the Alpha made waves in mid-2025, the 2026 presentation suggests we are moving toward a more mature, robust ecosystem. Here is why the industry is so excited about this specific session.

1. The End of “Relative” Chaos?

One of the biggest pain points of the public Google Trends interface is the normalization of data. If you search for “AI” over the last 30 days, the peak interest is 100. If you search for “AI” over the last 5 years, the peak is still 100, but the value of that 100 is completely different.

A programmatic API allows for Consistent Scaling. We expect Waisberg to demonstrate how the API allows analysts to pull data that remains comparable across different requests. This means you can finally stitch together datasets without having to perform complex mathematical gymnastics to normalize the curves.

2. “Nowcasting” at Scale

The term “Nowcasting”—predicting the present or very near future—is the holy grail for financial analysts and supply chain managers.

• Retailers can use the API to ingest search volume for “winter coats” in real-time to adjust inventory in specific regions before the sales actually spike.
• Health Organizations can track symptoms like “loss of smell” or “fever” to predict flu outbreaks weeks before hospital data confirms them.

By connecting an API directly to internal dashboards (like Looker or Tableau), businesses can move from reactive monthly reports to proactive daily dashboards.

3. The 5-Year Rolling Window

Early details of the API hinted at a 5-year (1800-day) rolling window of data. In Budapest, we expect Waisberg to clarify the limitations and capabilities of this window. For SEOs, this is vital for identifying Seasonality vs. Trend. Is the dip in traffic to your site because your content is bad, or is it because the entire world stopped searching for your topic? The API will allow tools to overlay “Global Search Interest” directly onto your “Search Console Clicks” graphs, proving your performance in context of the market demand.

What to Expect from the Session

Predictions for February 4, 2026

The image you provided shows a simple line item: “Google Trends API.” However, based on the timing and the speaker, we can make some educated guesses about the content of the presentation.

The “Live” Demo: Waisberg rarely relies on static slides. Expect a live coding demonstration or a walkthrough of a live dashboard. He will likely show how to authenticate, how to construct a query for a complex topic (e.g., comparing “brands” vs. “search terms”), and how to handle the JSON response.

The “Gotchas”: Every API has limits. We expect a transparent discussion on:

• Quotas: How many requests can a standard agency make per day?
• Privacy: How is Google protecting user anonymity while giving granular data?
• Granularity: Will we get city-level data? Zip-code level? This is often the biggest request from advertisers.

The Integration Ecosystem: Google rarely launches an API in a vacuum. We may see announcements about native connectors for BigQuery or Looker Studio. If Waisberg announces that you can click a single button to dump Trends data into BigQuery, the room at Superweek will likely erupt in applause.

Why You Should Care (Even If You Aren’t a Developer)

You might be reading this thinking, “I’m a content strategist, not a Python developer. Why do I care about an API?”

You care because the tools you use every day are about to get smarter. The software providers in the SEO space (the Semrushs, Ahrefs, and SE Rankings of the world) have been waiting for this just as much as we have. Once this API is widely available, we will see a new generation of SEO tools that don’t just estimate search volume based on clickstream data (which is often inaccurate), but validate it against Google’s own trend lines.

Imagine writing a blog post and having your CMS automatically tell you: “Warning: Interest in this topic is trending down 20% year-over-year. Consider pivoting to [Related Topic B] which is trending up.”

That is the future the Google Trends API unlocks.

Conclusion: All Eyes on Budapest

As February 4, 2026, approaches, the industry’s eyes are turned toward Budapest. Superweek has always been a place where the future of analytics is written, and this year is no exception.

The release of the Google Trends API isn’t just a technical update; it’s a maturation of the search industry. It acknowledges that search data is no longer just for SEOs trying to rank a page—it is a vital economic indicator for the world’s biggest companies.

If you are attending Superweek, get to the hall early for Daniel Waisberg’s session. If you aren’t, stay tuned to the blogs and Twitter feeds coming out of Hungary. The way we measure the world is about to change.