Evaluating campaigns with pie & scatter charts

Marketing Analytics in Google Sheets

Luke Pajer

Digital Marketing Specialist

Campaigns data set

Campaigns data set

• Goal completions
  • Measured interactions on websites
  • Examples of goal completions:
    • Submitting an online form
    • Purchasing a subscription

Campaign impression share

• Pie chart

Transform a pie chart into a doughnut chart

• Doughnut chart = pie chart, but with a hole in the middle

Determining relationship between goal completions and clicks

• Scatter chart

Adding weight to a scatter chart

• Bubble chart = scatter chart with weight applied to each measurement

Let's recap

• Goal completions
  • Important user engagements that measure the effectiveness of a campaign
• Pie/doughnut charts
  • Display relative makeup of a total
• Scatter charts
  • Great for determining the relative relationship between two metrics
• Bubble charts
  • Makes the chart more informative by adding another dimension (size)

Let's get to work!

Marketing Analytics in Google Sheets