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After you have created your content, published your blog posts, and created your ads to reach your target audience, what is left to do? How do you know if any of that was effective? How can you find out if your content is reaching your audience successfully? These are the questions many companies must answer today. It is not enough to spend money to create an ad campaign or put content on your website; you also need to identify metrics that tie your actions or content to business outcomes.
One way to monitor the traffic or users to your website is through Google Analytics. If you already own a Google Analytics account, or any other tool for monitoring your web traffic, then you are probably aware of how easy it is to feel overwhelmed by all the data and reports to which you have access. Google Analytics alone gives you the option to select from over 20 or more different segments and dimensions, categories, and metrics. However, is this vast volume of data at all meaningful to your business?
In this tutorial, you will learn how to:
The best approach to analyzing your website traffic data is to start by evaluating your site performance. In this tutorial, some of the metrics you will analyze include:
You can download a 14-day copy of Tableau Desktop as a trial if you wish to work along with this tutorial and do not yet have Tableau.
Tableau will automatically launch your default browser and present you with your Google account login page.
You should now see a window that looks as shown below:
This new window presents you with steps to pull the data you want to analyze within Tableau.
Your chart should now look like this:
You will now notice two charts on your canvas. On the Marks card you will notice that there are two instances of the Sessions metric displayed there as well.
Pay attention to your axes after using this feature. You will notice that they do not match after performing the dual axis.
You need to make sure both axes match; otherwise, your analysis will be incorrect.
Now that you have built the chart, you may also want to add a KPI that gives you some additional information to the chart. For this example, we want to compute the overall number of sessions or visits-to-date. To do that, use a Level of Detail calculation.
By default, your chart title will display the name of your Sheet. To change this:
Now that you have completed all your charts, it's time to bring them together into a cohesive dashboard that allows you to see your site at-a-glance. See the example below:
On the top menu option, select Dashboard > New Dashboard to launch a new Dashboard canvas.
You can also click on the bottom of the Tableau workbook to achieve the same result.
Now we want to make sure all the charts or sheets within this layout container are sized correctly.
You will notice a container pops up at the top of your dashboard displaying the default dashboard title. Just like the sheet, the default dashboard name will also be the name that displays at the top.
Now that you have built your dashboard, it is time to analyze it for insights and then make improvements based upon your findings. Happy analyzing!
Author: Lawer Akrofi, who holds a master's degree in Business Administration with a concentration in IT Management as well as a bachelors in Economics. Lawer has over three years of experience in visualization and dashboard development and spends his free time contributing to Tableau community projects such as #MakeoverMonday and #DataforaCause.
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