That is, every part should be represented, even if it's included in an

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For instance, detail the results of that link-building campaign, or demonstrate how the changes to the webpage copy impacted bounce rate and dwell time. Picture your report as a funnel starting off with broad context data and ending with specific marketing activity related data. 6. Using the best visualizations for the data Choosing the best way to display your data can make or break a report. You can take data from a confusing mess to being easily understood by simply changing the scale on an axis.


It's also very easy to mislead your audience by using an inappropriate chart or graph. romania gambling data Consider what you're trying to demonstrate. Is it the changes in data over time? Then perhaps a line or bar graph is the best bet. Need to show the relationship between the parts of a whole? Then a pie chart might be a good choice. Whatever you do, make sure you avoid these common ways of skewing the data visually: Manipulating the axis scale: Not starting at zero is a common way of making data look more significant than it is.


A scale going from 1,000 to 3,000 makes the comparison of two data sets that differ by 500 look huge. Similarly, the axis not being labelled in the right increments can be very misleading. Too big a gap between increments and differences between plots on the graph look small. Too small a gap and the differences look very significant. Bar graph showing organic traffic leads by month. Parts not adding up to a whole: The key to a pie chart, or any graph that is meant to represent parts of a whole, is that it needs to add up to 100%.


“other” segment. Pie graph showing leads generated per channel: organic 65%, PPC 15%, email 10%. Percentages instead of actual numbers: You’ll see these sorts of statistics all over social media when marketers are showing off their work. Growth will often be spoken about in terms of percentage changes rather than absolute numbers. Which sounds better: increasing traffic to the site from 10 to 20 users, or a 100% increase in users? Missing data: Only showing the best quarter of a year of poor results can make the results look a lot better.