Choosing The Correct Data Visualization For Your Report

In this blog, we are going to share what we feel are the most important data visualizations you should be using in your digital marketing reports so that you can leave your clients feeling wowed!

Compiling an informative digital marketing report for your clients that not only is able to communicate accurate information, as well as important insights and recommendations, can often be a stress point for digital marketing agencies.

This is the point where all your hard work researching trends, planning campaigns, and providing a digital marketing service is analyzed because if your report fails to wow your client, then it doesn’t matter how much great digital marketing work you have done on their campaigns, your agency will be seen to have not met expectations.

While displaying accurate data and how this stacks up compared to your client goals is the most important aspect of a digital marketing report, choosing how to present this data can be the determining factor on whether your clients understand the actual performance of your digital marketing efforts.

In this blog, we are going to share what we feel are the most important data visualizations you should be using in your reports so that you can leave your clients feeling wowed!

Data Visualization Types

1. Scorecards

This is one of the simplest and most versatile ways to display your data as this data visualization type can be used to display KPIs for any industry and to represent data from any digital marketing platform.

Scorecards are perfect for displaying KPI totals that provide overviews of campaigns and for platform-wide data. Scorecards are most commonly used as the first part of a report in order to introduce your client to your overall performance for the reporting period, before you dive into more granular data with a greater variety of chart types in the rest of the report.

Take a look at our Key Components Of A Digital Marketing Report blog to find out more about how to structure your reports.

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2. Line, Column and Area Charts

After Scorecard charts, Line, Column and Area Charts are the go-to for most marketers who are wishing to display time series data over a particular date range. These chart types are versatile in that they can display time-series data in many different groupings such as daily, weekly, monthly, or even yearly.

Another big positive of Line, Column and Area Charts is that they are incredibly easy to display both comparison data (previous period) via a separate line in combination with the lines for the actual performance over the period, and even add a trend line in order to display an easy to read average on these chart types.

On Oviond this works great for displaying data such as Facebook Post Likes over time as this will help you see when in the month, or when in the week you are most likely to gain Likes on your posts, therefore making it easier to decide when the best time to post is.

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3. Bar Charts

While Bar Charts may look similar to Column Charts, their purpose is actually entirely different. Column Charts are perfectly suited for time series data, while Bar Charts are better suited for displaying how a total is distributed between multiple groups in a category. To give you an example of this, if you would like to see the number of sessions from users on your website across multiple devices, you would be able to use a Bar Chart to show how many sessions you’ve received on each different device type, where each device type would have its own bar in the graph.

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4. Pie and Donut Chart

Similar to the Bar Chart, Pie and Donut Charts are great for displaying how a total is distributed between various groups in a category. Where Pie and Donut Charts really shine though is displaying this distribution as a percentage so that you can see how much of the total each group commands.

A great example of this would be to elaborate on metrics for demographic data such as displaying the age distribution of Page Likes on a Facebook Page.

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5. Tables

No surprises here, the Table Chart is still an incredible tool for showing a large amount of data in an ordered and easy-to-read way. You may be too traumatized from horrific Excel spreadsheets to even consider this chart type, but where it really starts to show its magic on Oviond is in displaying multiple metrics for specific social media posts, including the post creative, on platforms such as Facebook Ads.

This is a great way to give your client a visual and engaging representation of how your digital marketing efforts are performing.


Visualize Success!

With these important Data Visualization Types explained, you are one step close to delivering expert and impressive digital marketing reports to your clients, to complement your digital marketing services.

If you would like to see how all of these chart types look like on Oviond, sign up for our 15-day free trial and try for yourself.

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